Peter Wilson

Head of Digital Reputation EMEA, FleishmanHillard

UK

Peter Wilson doesn’t think of himself as a PR person, but his expertise in digital marketing has had a marked effect on how FleishmanHillard approaches reputation management across EMEA. As head of digital reputation at the agency, based between London and Brussels, Wilson is responsible for developing innovative strategies that protect and enhance the online presence of global clients, including IATA, EA, and Philips. With a background in journalism and digital content marketing, Wilson is particularly focused on combating disinformation, a challenge that has become increasingly critical in the wake of the Covid pandemic and geopolitical instability. Known for his creativity and strategic thinking, Wilson is a leader in navigating the rapidly evolving digital landscape. His ability to help brands maintain their credibility and manage reputational risks in a digital-first world has made him a key player in FleishmanHillard’s EMEA team.

How do you define innovation?
Don't think of yourself as an innovator. Think about the difficult changes that need to happen then think of the most efficient way of getting that done.

What is the most innovative PR or marketing initiative you've seen over the past 12 months?
Using deep fakes for good. The Dutch campaign that used a deepfake girl to catch potential paedophiles and the O2 campaign 'Daisy' the AI granny.

In your opinion, which brands and/or agencies are most innovative in their approach to PR and marketing?
I prefer not to confuse innovation and creativity. Innovation is transformative, creativity is immediate.

Describe a moment in your career that you would consider to be innovative.
Bringing data and digital/content marketing techniques to PR back in 2016. Too few still do.

Who do you admire for his/her approach to innovation? 
Mark Ritson and Rory Sutherland.

How do you get out of a creativity rut?
Generally using GPT Enterprise.

What advice would you give to PR professionals around embracing innovation?
Look outside our industry for inspiration. Particularly to marketing and advertising.

Which book/movie/TV show/podcast/playlist/other cultural source has provided inspiration recently?
‘Nexus: A Brief History of Information Networks from the Stone Age to AI’, by Yuval Noah Harari.

What would you be doing if you weren't in the comms industry?
A professional rugby referee.