Innovation SABRE Awards — North America 2022
Don't miss the chance to showcase your best work!
The latest PR news from PRovoke Media, previously known as the Holmes Report.
Opinion and commentary from PRovoke Media, previously known as the Holmes Report.
Catch the latest PR news & updates with PRovoke Media's PR Podcasts. Lifting the lid on key industry stories & trends, join our listeners of PR podcasts today.
Latest video interviews and campaigns from PRovoke Media, previously known as the Holmes Report.
Long-form journalism that analyzes the issues, challenges and opportunities facing the business and practice of PR.
Industry-leading analysis of the PR stories that matter.
Explore PR profiles and interviews with leaders from the marketing and PR worlds.
Keeping up with the latest thinking on PR industry expansion.
PRovoke Media's coverage of the Covid-19 crisis, focusing on corporate communication, public affairs & PR industry fallout.
The World Economic Forum is the International Organization for Public-Private Cooperation. Discover more Davos news today.
PR Crisis & Business Crisis review. PRovoke Media's annual analysis of the top reputation crises to rock the corporate sector. Read on here.
PRovoke Media's PR Trends round up. PRovoke Media's annual forecast of PR trends and news that will impact the PR world in the year ahead...
Diversity & inclusion trends, views and analysis from Provoke Media.
Creative work, trends and views from the global public relations industry.
Dedicated to exploring the new frontiers of PR as it dives deeper into social media, content and analytics.
Our coverage of key technology PR trends and challenges from around the world of digital communications.
From brand marketing to conscious consumerism, coverage of key marketing and PR trends worldwide.
Coverage of global corporate reputation and communications news and trends, from the leading online corporate PR news website PRovoke Media. Subscribe today!
PRovoke Media's coverage, analysis and news around the rapidly-shifting area of employee engagement and internal communications.
Sports PR news, diversity & inclusion trends, views and analysis from PRovoke Media. Subscribe today for the very latest in the world of sports communications.
PRovoke Media's definitive global benchmark of global PR agency size and growth.
PRovoke Media's annual selections for PR Agencies of the Year, across all of the world's major markets.
The 100 most influential CCOs & CMOs of leading brands around the world.
PRovoke Media profiles marcomms innovators from across North America, EMEA and Asia-Pac.
The most creatively awarded PR campaigns and agencies in the world.
In-depth annual research into the PR industry's efforts to raise creative standards.
APACD/Ruder Finn study of Asia-Pacific in-house communications professionals in 2021.
The world's biggest PR awards programme, dedicated to benchmarking the best PR work from across the globe.
The biggest PR conference of the year, a high-level forum designed to address the critical issues that matter most.
A global network of conferences that explore the innovation and disruption that is redefining public relations.
Unrivalled insight into the world's best PR agencies, across specialist and geographic categories.
Our Roundtables bring together in-house comms leaders with PR firms to examine the future of communications.
PRovoke Media elevates the PR industry at Cannes, in conjunction with ICCO.
PRovoke Media's coverage & events from the World Economic Forum in Davos.
The PR industry’s most comprehensive listing of firms from every region and specialty
Find the latest global PR and communications jobs from PRovoke Media. From internships to account executives or directors. See all our PR jobs here.
Content from PRovoke Media's premium partners.
PRovoke Media's editorial series published in collaboration with partners.
Mireille Adebiyi spotted the huge potential of the fintech sector early, and has now spent more than 18 years running marketing and communications for top financial software providers. Adebiyi began her career in London working for Paris-headquartered Murex, and over 11 years worked her way up to global marketing and communications manager, shaping the global marcomms function, looking after a €2 million budget and leading new initiatives to raise brand awareness and support business strategy. She then repeated her success at two more French firms, Ullink and AI-driven financial report automation specialist Yseop, before moving to electronic trading software and service provider Itiviti – one of the most highly-regarded fintechs in France – last summer as CMO and head of marketing and communications. Since then, she has overseen comms during the firm’s sale by Nordic Capital to global fintech leader Broadridge, in a deal worth €2.143 billion. As part of the executive management team, Adebiyi is responsible for marketing strategy, communications, branding, and corporate messaging with a strong focus on digital marketing: after years observing the transformation of an industry deeply shaped by technological evolution, Adebiyi recognises that the pandemic has made digital essential in the space where capital markets expertise and continuous innovation meet.
How would you describe the communications/PR industry's level of innovation compared to other marketing disciplines?
Not necessarily more or less innovative, but definitely in sync with the need to create an emotional connection with our brands and messaging.
Do you think the global pandemic has made the industry more innovative?
No doubt, the pandemic has made the industry more innovative. Not only is there a "communicate or die" imperative, there is also a necessity to stand out of the crowd to ensure our communications and PR initiatives rise above the "noise" created by the influx due to the limited in-person events and activities.
Where is the PR industry's greatest opportunity for taking the lead on innovation?
While data, analytics and measurement are key in a digital world, and integrated marketing a must from my perspective, I still believe creative ideas are paramount.
Who most influences how innovative a brand's engagement is?
How do you define innovation?
Innovation is multi-faceted. While many would connect innovation to technology, I believe it spans multiple areas. Technology is a powerful enabler, but innovation should be about adopting an out-of-the-box mindset, continuously revisit one's approach to identify new (and more efficient) ways to deliver.
In your opinion, what brands and/or agencies are most innovative around PR and marketing?
I can't name one in particular, but I would say that those who are the most innovative around PR and marketing are probably those that manage to break the silos. I believe in integration across channels, tactics and content formats.
Describe a moment in your career that you would consider 'innovative.'
Joining Itiviti in the midst of a global pandemic (in July 2020) to "reset" the marketing strategy and succeeding in implementing an accelerated digital transformation journey was probably one of the most rewarding moments in my career. Innovation came from the digital tech stack implemented, but also (and mostly) from succeeding in combining all things Marketing and communication into an integrated strategy that delivered results across all communication channels and helped in positioning strongly Itiviti, a midsize Fintech company, and making it a tech unicorn now acquired by Broadridge, a Fortune 500 company.
Who do you admire for his/her approach to innovation?
Not being original, I think that Steve Jobs left a memorable mark in revolutionizing our approach to technology. He created attractive objects that made game-changing features intuitive and managed to create and nurture expectations around each and every release.
How do you get out of a creativity rut?
I think that taking a step back and resourcing with activities outside of the work field is a good way to get out of a creativity rut. Reading a book, visiting a modern art exhibition or simply enjoying quality time with our loved ones are some of the best ways to recharge. Pressing on the "off" button, and a having a good night's sleep are proven ways to give room to the brain to create new connections and free space to come up with unexpected ideas.
What advice would you give to the PR industry around embracing innovation?
Innovation should not be perceived as a disrupting mechanism. We should go back to what is our purpose and how can we best achieve it. Innovation be it through technology or new assets is an enabler, meant to facilitate and upgrade what we love doing which is sharing news (I like to call them stories) with the world.
What would you be doing if you weren't doing your current job?
I would be a professional foodie or an interior designer, my two passions besides my job.
Which book/movie/TV show/podcast/playlist/other cultural source has helped you get through this year or provided inspiration?
Sapiens: A brief history of Mankind from Yuval Noah Harari. This was recommended by a friend of mine. I have quite eclectic literature tastes and this was not the typical genre I would favour. I loved the discovery.
What's your favourite time of day and why?
End of the day, with a glass of wine: a great way to cool down from the adrenaline buzz of an active day!
We feel that the views of the reader are as important as the views of the writer. Please contact us at [email protected]Signup For Our Newsletter Media Kits/Editorial Calendar Jobs Postings A-Z News Sitemap
© Holmes Report LLC 2021