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Today’s communicators
  have more clout than
   ever and increasingly
influence the top table.
     On these pages we
  present 50 individuals
  who lead that charge

     Power    The

       Li                st
                              Leslie Dach
                              EVP, corporate affairs and government relations, Walmart

                              Walmart’s head of corporate affairs and government relations spent the year
                              cozying up to Michelle Obama for a nutrition charter initiative that launched in
                              January in collaboration with the first lady’s “Let’s Move!” campaign. It was an
                              association that worked well for both partners and helped position Walmart as a
                              thought-leader in the race to fill the food-labeling vacuum left by the FDA, which
                              has still not issued its own regulations. As Leslie Dach approaches the fifth anni-
                              versary of his leaving former home Edelman to join Walmart, the combination of
                              the world’s largest retailer and the world’s most powerful spouse propelled him
                              to the top of PRWeek’s Power List for the first time.

28/ 2011
00/ 2009                                                               Month 2009/
Richard Edelman
President and CEO, Edelman

If boundless enthusiasm and unlimited energy
defined power, Richard Edelman would un-
doubtedly top our list. He is a multi-tasking
dynamo who keeps all 3,700 of his employees
on their toes while simultaneously empower-
ing them with the freedom to be innovative
and creative. Even Edelman’s detractors
grudgingly admire the way he has grown his
family firm into a global behemoth that can
compete with the largest of the holding com-
pany agency networks. In 2010, Edelman
consolidated its claim to be the biggest global
PR agency, with billings in excess of $530
million bolstered by four acquisitions and
a slew of new accounts. You can be sure
Edelman’s ambition does not stop there.             3
                                                    Harris Diamond
                                                    CEO, Weber Shandwick; CEO, IPG Constituency Management Group

                                                    As the leader of Interpublic’s Constituency Management Group, which houses
                                                    the network’s PR shops, Harris Diamond can justifiably claim to oversee more
                                                    billings than any other PR agency lead. CMG’s performance in increasing annual
                                                    revenues by double digits in 2010 outstripped the three other large networks by
                                                    a sizeable margin. CMG agency Weber Shandwick, of which Diamond is also CEO,
                                                    was key in IPG ad agency-led consortium McCann Worldgroup’s retention of the
                                                    Army PR account. Add that to sister firm GolinHarris’ recently unveiled ambitious
                                                    plans to double in size within the decade and it is clear Diamond has a strong
                                                    idea about how to secure PR’s pivotal role in the agency network of the future.

4                                                                                                  5
Sally Susman                                                                                       Gary Sheffer
EVP, policy, external affairs                                                                      VP, corporate comms and public affairs, GE
and communications, Pfizer
                                                                                                   Gary Sheffer, who most definitely has the ear
As the top communicator at the world’s largest bio-                                                of CEO Jeff Immelt, shapes messaging for the
pharma company, Sally Susman is always insanely                                                    multinational conglomerate that encompasses
busy. This year has been – and will be – no exception.                                             electrical appliances, media, technology, and
   On the heels of CEO Jeffrey Kindler’s resig-                                                    financial services. But where he truly shines is
nation late last year, Susman led a restructuring                                                  in his ongoing quest to continually improve
of the in-house communications team with an                                                        his and his team’s communications skills. He
eye on aligning the function more closely                                                          was instrumental in the April 2008 creation
with the company’s other business units.                                                           of GE’s Communications Capability Guide, a
This also removed a layer of management                                                            tool that helps individual employees find their
that had existed under Kindler, thus                                                               strength and weaknesses as communicators.
moving Susman even closer to the new                                                                 In June, GE took a major step for solar
CEO Ian Read.                                                                                      energy by purchasing a stake in eSolar, which
   And the news keeps coming                                                                       will enable it to develop power plants that can
from Pfizer. Last month it                                                                         use both solar thermal energy and natural
announced the launch of the                                                                        gas. More proof of GE’s innovative spirit – a
first-ever home-based clini-                                                                       quality its communications head epitomizes.
cal trial program, which will
allow patients to take part
in an experimental therapy
program through social
media. And in November,
Pfizer’s patent on the hugely
popular cholesterol drug Lipitor
expires. Susman will have a major
role in shaping the messaging around
both these major developments.

                                                                                                                         July 2011/
6                                                                                                        7
Ken Cohen                                                                                                Chris Hassall
VP of government and public affairs, ExxonMobil                                                          Global external relations officer,
                                                                                                         Procter & Gamble
                        Ken Cohen has incredibly broad communications oversight for the
                        number-two company on the Fortune 500. And with gas prices on every-             Two years ago, Chris Hassall was asked to fill
                        one’s mind, he occupies the global stage like few communicators do.              some big shoes in replacing Charlotte Otto as
                          He’s proven quite comfortable in that position. From ExxonMobil’s              global external relations officer at the consumer
                        “Perspectives” blog, which he played a significant role in creating, to          goods giant. What has helped the English-
              ’s Coffee and Markets podcast, Cohen is a willing               born Hassall make his own mark is his com-
                        engager with the press and public. Everyone wants to know why gas prices         mitment to the importance of brand PR.
                        are so high; the pros and cons of fracking; alternative energy sources; and        “Brand PR is the top or among the top ways
                        more. All complex issues Cohen can turn into understandable answers.             we can effectively connect with consumers,” he
                          Cohen also serves as chairman of the ExxonMobil Foundation, the                told PRWeek in January 2010. That philosophy
                        company’s primary philanthropic arm.                                             and subsequent efforts have certainly paid off
                                                                                                         as P&G, widely regarded for its brand man-
                                                                                                         agement acumen, ranked fifth on Fortune’s
8                                                                                                        2011 list of Most Admired Companies.
Bill Margaritis                                                                                            Looking ahead, rumors continue to float
SVP, global communications and                                                                           of a possible P&G-Unilever mega-merger.
investor relations, FedEx                                                                                Those alone should be enough to keep an
                                                                                                         already busy Hassall on everyone’s radar.
Now in his 15th year with FedEx, Bill
Margaritis helped the company win
another top 10 slot on Fortune’s annual
list of Most Admired Companies this
March. The survey judges companies
based on their corporate reputation and
financial performance. The $37-billion
shipping company has appeared in the
top 20 of the ranking since 2001.
  Margaritis is equally admired among
his communications peers. At the start
of 2010, he took the helm of one of the
industry’s leading organizations for
corporate communicators when elected                                                                     Elliot Schrage
chairman of the Arthur W. Page Society.                                                                  VP of global communications, marketing
  As the most senior PR professional                                                                     and public policy, Facebook
at FedEx, Margaritis oversees global rep-
utation management, employee                                                                             Elliot Schrage
communication, IR, and social responsi-                                                                  understands the
bility. He told PRWeek in April that                                                                     vital importance
he expects to continue growing the                                                                       of influence in
communications department.                                                                               DC in evolving a
  “Communication departments are now                                                                     technology business
starting to deliver more value for our                                                                   such as Facebook
businesses,” he explained. “Decision-                                                                    and he has moved
makers are more aware of this and are                                                                    to considerably
committing dollars to it.”                                                                               boost its public
                                                                                                         affairs resource.
                                                                                                           There were persistent rumors that the
10                                                                                                       giant social network would be the next port
Jon Iwata                                                                                                of call for President Obama’s press secretary
VP, marketing and communications, IBM                                                                    Robert Gibbs when he left the White House,
                                                                                                         but ultimately Schrage settled on another
                        Jon Iwata has been a Power List staple not only due to his title, but also his   high-profile Democrat communicator in Joe
                        strategic vision that has earned him the CEO’s ear. He leads a global team       Lockhart, former press secretary and chief
                        responsible for communications, corporate affairs, and product and services      communications strategist for former presi-
                        marketing. He is also vice chairman of the IBM International Foundation.         dent Bill Clinton.
                          IBM marked its 100th birthday this year by hitting the $100 billion              It’s all part of Schrage’s strategy to counter
                        revenue mark, but also setting in motion a succession plan for Sam Pal-          potential problems about the social network’s
                        misano, who has been CEO since 2002. Until last year, Iwata reported             attitudes to privacy and navigate the fine line
                        directly to Palmisano. Now he reports up through Virginia Rometty who            between delivering users useful services that
                        was promoted to SVP and group executive of sales, marketing, and strat-          people like while complying with regulatory
                        egy. Rometty is rumored to be the frontrunner as Palmisano’s successor.          and governmental guidelines.


30/ 2011
11                                                                                                     12
Ray Day                                                                                                Anne Finucane
VP of communications, Ford Motor Company                                                               Chief global strategy and marketing officer,
                                                                                                       Bank of America
During what has been a generally difficult period for the US
auto industry, Ford has managed to maintain and even bolster                                           “Who are we kid-
its reputation, in no small part due to Ray Day’s efforts.                                             ding? We know we
   Day played a key role in a very bold decision Ford made                                             all report to Anne?”
this past February. CEO Alan Mullaly, to whom Day reports,                                             The words were
bypassed the Geneva Motor Show to deliver the keynote and                                              spoken, according
show off the MyFord Touch technology at the CeBIT Tech-                                                to a Boston Globe
nology Show. Innovative thinking for an innovative product.                                            story this past
   The US auto industry is so closely linked to the country’s                                          February, by Brian
overall economy that any messages out of Detroit get attention.                                        Moynihan at a
As such, Day stands to remain on this list for some time.                                              December 2009
                                                                                                       reception just two
                                                                                                       days after he took the CEO role. If a Fortune
13                                                                                                     10 company’s leader realizes his top communi-
Ed Skyler                                                                                              cator’s stature, who are we to argue?
EVP, global public affairs, Citigroup                                                                     The recent recession hit the banking indus-
                                                                                                       try hard, but as the nation’s largest bank, Bank
                       When news hit a bit over a year ago that Ed Skyler was taking the lead          of America was an easy target for critics, angry
                       communications role at Citigroup, a New York Observer article noted             shareholders, politicians, and more. However,
                       that Skyler directly reports to CEO Vikram Pandit, serves on the executive      Finucane has spent the past two years expertly
                       committee, and is in charge of all external and internal communications.        mending fences and repairing a battered brand.
                       “He’ll have power,” the story asserted.                                            Her job is hardly done, however. Despite
                          Having spent years in high-profile roles with Mayor Michael Bloomberg,       Moynihan’s optimism, the bank lost $5.8 bil-
                       first at his eponymous media conglomerate and then as deputy mayor, Skyler      lion in the past two years, shares are off 78%
                       has broad experience and a unique skill set upon which to draw in his con-      from their high, and critics are still frothing
                       tinuing efforts to elevate the reputation of a bank that was severely damaged   at the mouth. Finucane will have ample op-
                       during the financial crisis. And with the more recent data-breach incident      portunity to ply her craft in the near term –
                       of early June, Skyler will have another opportunity to test those skills.       and she’ll have most everyone’s rapt attention.

14                                                    15
Dave Senay                                            Rachel Whetstone
President and CEO, Fleishman-Hillard                  VP, public policy and communications, Google

The genial Dave Senay recently found himself          Chances are you just “Google-d”
in the south of France chairing the PR section        something. Putting all the tech
of the Cannes Lions International Festival of         advancements and battles of one-
Creativity – note, not just advertising anymore       upmanship aside, that statement
– further staking PR’s case to be taken as seri-      alone speaks to the company’s
ously as the ad folks who dominate the event.         brand power and place in the global
  The jury is still out on whether PR can earn        consciousness. Entrusted to deliver
an adequate share of voice at such an advertis-       Google’s message, Rachel Whetstone
ing institution, but Senay is determined to           indeed is in a position of importance.
prove PR is at the leading edge of a suite of           Whetstone merits credit for helping
modern marcomms services.                             Google avoid the mistakes other such
  Senay’s Fleishman-Hillard has been actively         entities have made. For example, her
working with Omnicom sister entities across           less arrogant and non-confrontational
the ad, media, digital, and even PR divide to         approach to establishing a presence in
bring clients the integrated services they crave.     DC has been lauded. Moreover, in
                                                      Harris Interactive’s 2011 Reputation
                                                      Quotient Survey of 30,000-plus Ameri-
                                                      cans, Google was the top-ranked
                                                      company overall, earning specific top
                                                      honors for its financial performance
                                                      and workplace environment.
                                                        Google faces stiff competition from
                                                      Facebook, Twitter, and others on vari-
                                                      ous business and development fronts,
                                                      but its brand remains strong. Whet-
                                                      stone’s team certainly has something
                                                      to do with that.

                                                                                                                              July 2011/
                                                   17                                                 18
                                                   Dave Samson                                        Katie Cotton
                                                   GM of public affairs, Chevron                      VP, worldwide corporate
                                                                                                      communications, Apple
                                                   Dave Samson could not be getting much rest.
                                                   Exorbitant gas prices remain a hot-button          Apple thrived this
                                                   issue. A decision earlier this year by an Ecua-    year despite more
                                                   dorian court that Chevron pay Amazon resi-         health problems for
                                                   dents $8.6 billion for environmental damages       founder and commu-
16                                                 – a ruling his company staunchly opposes after     nications icon Steve
Mark Penn                                          a 17-year legal battle – has tested him. And       Jobs that resulted in
Worldwide president and CEO,                       though the BP oil-spill story is more than a       him taking another
Burson-Marsteller                                  year old, no energy corporation, let alone one     sabbatical. He did
                                                   consistently in the top five of the Fortune 500,   make a brief reap-
Brought up in the rough-and-tumble world of        can allow those lessons learned to be forgotten.   pearance recently to
DC politics, Mark Penn couldn’t understand            Beyond specific crises, however, Samson’s       front the launch of iCloud, but the burden of
the fuss when the Burson-Marsteller agency         broad oversight and industry leadership is         driving Apple’s communications has clearly
he helms got into hot water recently for pro-      practically unrivaled in the in-house PR world.    fallen on the capable shoulders of his right-
moting anti-Google propaganda on behalf of         Corporate branding is his team’s responsibility,   hand woman Katie Cotton, who has long been
its new – and short-lived – client Facebook.       as is the management of the company’s global       viewed as Jobs’ “gatekeeper.”
   He kept his head down and rode out the          website,                                The Apple phenomenon is such that even
storm in true Washington fashion, counting         He also chairs the                                 when it made a snafu, which it did recently
on other crises to come along and distract the     general committee on                               when a website went down unexpectedly, the
mainstream media from doubts raised by the         communications for the                             public actually perceived it with excitement
incident about ethics and poor practice at the     American Petroleum                                 because they – rightly – viewed it as presaging
WPP shop with the outstanding heritage.            Institute, and is a mem-                           a new product launch.
   In truth, he is probably right. And he spent    ber of the Institute for                             That’s a powerful brand proposition, one
the rest of the year basking in the reflected      Public Relations’ board                            Cotton has carefully cultivated while shunning
glory of perceived poor performance by other       of trustees, The Semi-                             mainstream communications techniques. As
parts of the network’s PR offer that cast his      nar, and the Arthur W.                             such, she merits a spot on this list – with or
own firm’s performance in a very positive light.   Page Society.                                      without her mentor.

19                                                                                                    20
Julie Hamp                                                                                            Clyde Tuggle
SVP, CCO, PepsiCo                                                                                     SVP, chief public affairs and
                                                                                                      communications officer, Coca-Cola
PepsiCo has placed great emphasis
on nutrition and helping people live                                                                  Three years ago, Clyde Tuggle relocated to
healthier lives. And much like the                                                                    Atlanta from his post as Coca-Cola’s president
myriad products produced by the                                                                       of the Russia, Ukraine, and Belarus business
world’s second-largest food and bev-                                                                  unit to fill a void left by the retirement of the
erage company, that mandate is                                                                        company’s top communications pro Tom
heavily visible in its messaging. As                                                                  Mattia. A year later, he gained the SVP, chief
CCO, Julie Hamp sees to that.                                                                         public affairs and communications officer title.
  However, Diet Coke surpassed Pepsi                                                                  He reports to company chairman and CEO
earlier this year as the second-most                                                                  Muhtar Kent. Tuggle joined Coke’s corporate
popular soft drink in the US, a new and                                                               communications department in 1989 and cut
unprecedented challenge for both the                                                                  his teeth on global communications by mov-
company and Hamp.                                                                                     ing around its international offices.
  Fortunately, Hamp is a creative spirit                                                                Coke has been number one on Interbrand’s
who continues to adapt modern tech-                                                                   “Best Global Brands” list for the last 11 years.
nology to a traditional appreciation                                                                  This year, it marks its 125th anniversary with
of telling an impactful story. In 2010,                                                               an integrated, classic
she was a driving force behind Pepsi-                                                                 feel-good Coke mar-
Co’s noteworthy decision to eschew                                                                    keting campaign. Yet,
Super Bowl ads in favor of its “Pepsi                                                                 Tuggle’s job is hardly
Refresh” CSR campaign. And she con-                                                                   easy. Questions raised
tinues to be a social media champion,                                                                 about the potential of
fueled by the belief that companies                                                                   cancer-causing agents
benefit greatly by using real consumer                                                                in soft drinks’ caramel
feedback obtained through digital                                                                     coloring will continue
channels to help inform decisions.                                                                    to challenge the iconic
                                                                                                      company’s lead PR pro.


32/ 2011
21                                                 22
Bill Wohl                                          Jack Martin
SVP and chief communications officer, HP           Global chairman and CEO, Hill & Knowlton

                                                   Last year, Jack Martin faced the choice of whether to coast gently
                                                   into retirement and spend the millions of dollars he earned from
                                                   the sale of the firm he cofounded – Public Strategies – to WPP,
                                                   or rejoin the fray with renewed vigor and a wider purview. Having
                                                   merged Public Strategies with sibling agency Hill & Knowlton,
                                                   network boss Martin Sorrell charged Martin with revitalizing the
                                                   legendary PR shop and turning it into a genuine global contender.
                                                     Months later and Martin is clocking up air miles around the
                                                   globe far away from his native Texas, where he was honored in
                                                   2010 for services to the state, spreading the gospel of research-led
                                                   strategic consultancy and counsel from a rock-solid digital base.

Bill Wohl kicked off 2011 by jumping into the      Adele Ambrose
lead communications post at HP, the world’s        Chief communications officer, Merck
largest tech company in terms of revenue, just
months after its CEO Mark Hurd resigned            Adele Ambrose, CCO at Merck, orchestrated the communications surrounding
amid allegations of falsified expenses and         the $41 billion merger between the company and Schering-Plough. That merger
sexual harassment. New CEO Léo Apotheker,          made Merck number two in global pharmaceutical sales and doubled the size of
a former colleague of Wohl’s at SAP, where he      Merck’s communications department.
spent the last decade, praised the tech PR vet-      Ambrose’s priorities include employee engagement, a new global CSR initi-
eran’s skills in strategy, crisis, M&A, product    ative, and developing improved external-facing corporate social media programs.
launches, and events.                              She also helped refocus the pharmaceutical giant’s message to go beyond just
  Wohl reports directly to Apotheker, which        sharing information about its product pipeline to advancing Merck’s corporate
will serve him well as the company continues       reputation with customers, government and healthcare professionals.
to reorganize under new management.                  Prior to joining Merck in December 2007, Ambrose spent 20 years at AT&T.

Bridget Coffing
SVP of corporate relations, McDonald’s

                            Bridget Coffing
                            was recently named
                            the head of global
                            communications, a
                            role she had been
                            filling on an inter-
                            im basis since Jack
                            Daly passed away
                            in January of this
                            year. The 25-year
McDonald’s veteran will oversee corporate
functions, such as media relations, marketing
communications, PR, CSR, internal commu-                                         25
nications, and government relations. She now                                     Ray Kotcher
reports to CEO Jim Skinner, who at the time                                      CEO, Ketchum
of her promotion called Coffing “an ideal
leader to help shape strategic brand commu-                                      The ubiquitous and avuncular presence of Ray Kotcher at industry
nications and strengthen efforts to make a                                       events combined with Ketchum’s deserved reputation for throwing
difference as a corporate citizen.”                                              the best PR parties masks a smart operator with steely determination
  Her reach extends into Ronald McDonald                                         who has led the Omnicom agency through sustained growth.
House Charities, sports and entertainment                                          Kotcher has driven Ketchum’s global expansion in recent years
alliances, and worldwide consumer brand                                          with aplomb, recognizing the opportunity for large network agen-
activities, including McDonald’s FIFA World                                      cies to position themselves as professional services firms that cater to
Cup and Olympic Games sponsorships.                                              clients on a globally integrated basis, with emphasis on the growing
  Coffing joined McDonald’s in 1985 from                                         BRIC economies. Even last December’s reawakening of a decade-
Golin/Harris, where she specialized in food                                      old dispute with Greenpeace about corporate espionage couldn’t
and consumer marketing.                                                          dampen the spirits of the recent first-time grandfather.



                                                                                                                               July 2011/
26                                                   27
Joseph Evangelisti                                   Ray Jordan
Global director of corporate comms,                  VP, public affairs and corporate
JPMorgan Chase                                       communications, Johnson & Johnson

                        Few in-house com-            Ray Jordan has crafted an enviable career. He spent 17 years with Pfizer before
                        municators have the ear      joining Johnson & Johnson in 2003. Healthcare communicators are known as the
                        and trust of their CEO       more reticent of PR pros, but Jordan sheds that image as an active participant
                        like Joseph Evangelisti.     with groups such as the Arthur W. Page Society and Institute for Public Relations.
                        In addition to being a         As the overseer of the $61.6 billion J&J’s corporate image, he wields massive
                        valued advisor to Jamie      influence for a company with product lines that traverse healthcare marketing
                        Dimon, he has earned a       from hand lotion and Band-Aids to prescription drugs and medical devices and
                        reputation as a straight     diagnostics. He was lauded for J&J’s march onto the socialized Web, but faced
                        shooter with staffers,       significant challenges in recent months as it wades through a series of recalls.
the C-suite, all external shareholders, and the
media. That’s a good thing when you head
up communications for a corporation as scru-
tinized as JPMorgan Chase, not to mention
working with a rather vocal chief executive.
  Dimon has loudly griped about financial
reform, taking his complaints straight to
Federal Reserve Chairman Ben Bernanke in
June. With the financial industry still trying
to rebuild its reputation, comments like these
present a continuous challenge to Evangelisti.
  As a member of JPMorgan’s Brand Market-
ing Council, he assumes a key role beyond
handling crisis and outreach. And as an advi-
sory board member at Columbia University’s
master of science in strategic communications
program, he imparts his knowledge on tomor-
row’s PR pros, a sign of true leadership.

28                                                   29                                                 30
Frank Shaw                                           D’Arcy Rudnay                                      Larry Solomon
Corporate vice president, corporate                  SVP of corporate comms, Comcast                    SVP, corporate communications, AT&T
communications, Microsoft
                                                                             On January 11 of this      As the overseer of reputedly the largest PR
Microsoft may have drifted out of the spot-                                  year, Comcast officially   budget in the US, Larry Solomon is undoubt-
light given the meteoric rise of new technol-                                acquired a majority        edly a powerful player in the PR market. And
ogy giants such as Google and Facebook, but                                  stake in NBC Univer-       AT&T still uses Fleishman-Hillard as its
the Bill Gates-founded software behemoth                                     sal. Already the largest   principal agency, the firm Solomon worked for
still remains a very significant player – albeit                             cable company in the       prior to joining the telecoms giant.
a more mature, elder-statesman type of player                                US, this deal put Com-       Solomon is set for a busy year ahead with
than its hungry innovator roots.                                             cast in a new league in    AT&T’s proposed acquisition of T-Mobile
   Comms chief Frank Shaw is approaching                                     terms of its status in     US going through due diligence. It is also
his second anniversary in the job and is one                                 the media world. As        navigating the end of its sole distribution
of several transplants from Microsoft’s agency       its top communicator, the same can be said         agreement for the iPhone and the resulting
Waggener Edstrom Worldwide who has risen             of D’Arcy Rudnay, who shapes messages for          increased competition from Verizon.
to senior in-house roles. He expertly managed        numerous customers, investors, the general
the challenges around Gates moving on to             public, and more than 100,000 employees.
run his foundation in such a way that it                The immediate and ongoing challenge
became a non-issue.                                  facing Rudnay is to ward off critics who feel
                               Everyone in tech      this merger could lead to a wave of content-
                            is currently focused     distribution unions that don’t serve consum-
                            on “the cloud” and       ers well. Few are better equipped than her to
                            Shaw will be looking     handle such backlash.
                            to influence percep-        One of the most respected leaders in
                            tions of Microsoft’s     both PR and the cable world, Rudnay was
                            role in bringing         a featured speaker at the Arthur W. Page
                            assets together, inno-   Society’s 2010 Annual Conference. She has
                            vating, and enabling     also been named twice (2007 and 2010)
                            its partners to trans-   among the “Most Powerful Women in Cable”
                            form their businesses.   by CableFax magazine.


36/ 2011
31                                                                                                     32
Thomas Collamore                                                                                       Olivier Fleurot
SVP, communications and strategy, counselor to the                                                     CEO, MSLGroup
president, US Chamber of Commerce
                                                                                                       Sophisticated Frenchman Olivier Fleurot
The latter part of Thomas Collamore’s title reflects his value to the                                  and his Publicis Groupe bosses have been on
top levels of his organization, the world’s largest business federation,                               a buying spree over the last 12 months that
overseeing the interests of more than 3 million businesses, state and                                  has seen them acquire a slew of agencies,
local chambers, and industry bodies.                                                                   particularly in the digital space. It is all part of
  The chamber is by far the biggest spender on lobbying activity and that gives Collamore quite        Publicis chairman and CEO Maurice Levy’s
a bit of clout to shake things up on the Hill. And as jobs remain a major concern, he is an integral   stated aim to make the French-owned net-
force behind the Chamber’s “Campaign for Free Enterprise,” but he also emphasizes a message of         work a “human, all-digital group.”
innovation and how crucial it is to US companies’ ability to compete with the rest of the world.         Fleurot is sometimes mentioned as a pos-
  Meanwhile, with the Chamber set to celebrate its 100th anniversary in 2012, branding has been        sible successor to Levy, who was talked out
added to Collamore’s to-do list.                                                                       of retiring last year by the Publicis board.
                                                                                                       Fleurot’s pedigree as a former CEO of the
                                                                                                       Financial Times Group and executive chair-
                                                     33                                                man of Publicis’ ad operations emphasize
                                                     Oscar Suris                                       his credentials,
                                                     EVP of corporate communications, Wells Fargo      but he will need to
                                                                                                       continue to build
                                                     Wells Fargo is one of the Big Four                the network’s PR
                                                     banks in the US. As such, it will always          operations within
                                                     receive prominent attention, which                MSLGroup into
                                                     makes Oscar Suris an important figure             a genuine global
                                                     to watch. And with the fallout of the             player to convince
                                                     recession still ongoing, Suris will have          the shareholders
                                                     plenty about which to communicate.                that he has the
                                                       On June 9, the US Treasury Depart-              chops to take on
                                                     ment announced it would withhold                  the big shoes that
                                                     financial incentives from Wells Fargo             Levy will vacate
                                                     (along with two other Big Four banks)             in due course.
                                                     for failing to take the required steps to
                                                     prevent foreclosures under an Obama
                                                     administration program. The company               34
                                                     staunchly disagrees. Suris’ purview is            Peter Thonis
                                                     to craft the company message amid                 CCO, Verizon
                                                     such volatility.
                                                       Where Suris excels is in his basic                                            Verizon was finally
                                                     understanding of what his role en-                                              able to start get-
                                                     tails. Earlier this year, he told PRWeek,                                       ting a share of the
                                                     ”Customers want to see that we’re the                                           lucrative iPhone
                                                     source of problem-solving, not of prob-                                         telecommunications
                                                     lems. We have a lot more work to do                                             connection mar-
                                                     for our industry to regain public trust.”                                       ket in 2011 when
                                                     With such candor, however, Suris is an                                          AT&T’s exclusive
                                                     excellent bet to be among the leading                                           arrangement ended,
                                                     voices in achieving that goal.                                                  thus starting a con-
                                                                                                                                     certed communica-
                                                                                                                                     tions war between
                                                                                                                                     the two carriers.
35                                                                                                       The high-profile telecoms company’s head
Margery Kraus                                                                                          of communications Peter Thonis has been
Founder and CEO, APCO Worldwide                                                                        in the business for more than a quarter of a
                                                                                                       century, working on blue-chip brands such as
A clutch of agencies have bought themselves out of their holding                                       IBM and GTE before joining Verizon. How-
companies in the past year and each one mentions what Margery                                          ever, he still displays the passion and appetite
Kraus has done at APCO since she extricated herself from Grey                                          for hard work that all of our Power Listers do,
Global in 2004 as the template they aspire to.                                                         particularly in the burgeoning social media
  Since regaining independence for the firm she cofounded, Kraus                                       sphere that is so key to modern communica-
has grown APCO from about 350 to more than 550 staffers, with                                          tions, especially for technology brands.
commensurate revenue hikes as well. Kraus is one of two women                                            Thonis has received various industry acco-
whose firms rank in the top 12 of PRWeek’s annual Agency Business                                      lades throughout his 25-year career, including
Report, and she has done this in the hurly-burly world of Washing-                                     the IABC Communicator of the Year Award
ton, DC, which is a testament to her skill, fortitude, and energy.                                     in late 2010.

                                                                                                                               July 2011/
                                                    36                                                 37
                                                    Selim Bingol                                       Christine Cea
                                                    VP of global communications,                       Director, marketing communications, Unilever
                                                    General Motors
                                                                                                       With brands such as
                                                    When America’s top auto company                    Dove, Axe, Lipton, and
                                                    (according to the Fortune 500) sought              Suave under her purview,
                                                    a communications leader last March,                Christine Cea is a stan-
                                                    it dipped into the agency world to tap             dard bearer of marcomms
                                                    Selim Bingol from Fleishman-Hillard,               for American consumer
                                                    where he worked on the GM account.                 packaged goods. She
                                                      With GM being a front-runner in                  oversees PR, social media,
                                                    auto innovation – the Chevy Volt is                and health and wellness marketing for dozens
                                                    the top-selling fuel-efficient compact             of brands at CPG giant Unilever, where she
                                                    car sold in the US – Bingol will have              has held a leadership position since 2006.
                                                    much to communicate about in the                     A champion of social media’s role in cus-
                                                    near future and beyond. The Volt’s                 tomer engagement, Cea has helped propel
                                                    claiming of four major industry awards             these venerable brands into the digital age.
                                                    in 2011 (Motor Trend Car of the Year;              While providing communications counsel
                                                    Green Car of the Year; North American              across Unilever’s US portfolio of food and
                                                    Car of the Year; and World Green Car               personal care products, she has vocally pro-
                                                    of the Year) also speaks to the broad              moted the expertise of PR practitioners in
                                                    impact of his efforts.                             managing social marketing.
                                                      Of course, there will always be                    “You must truly have two-way communica-
                                                    some crisis or controversy Bingol                  tion because it creates loyalty and advocacy
                                                    has to deal with. The latest such case             that at the end of the day will help grow busi-
                                                    involves GM’s CEO Dan Akerson calling              ness,” Cea told an audience at PRWeek NEXT.
                                                    for a gas-tax hike to cut US oil con-                Additionally, Cea serves on the board of
                                                    sumption. With gas prices where they               directors for the Word of Mouth Marketing
                                                    are, this is certainly fodder for debate           Association, which advocates for the discipline
                                                    and a good test for Bingol’s message-              within the greater marketing industry through
                                                    shaping acumen.                                    education and other programs.

38                                                                                                     39
Zenia Mucha                                                                                            Ginger Hardage
EVP, corporate communications, The Walt Disney Company                                                 SVP of culture and communications,
                                                                                                       Southwest Airlines
Zenia Mucha’s role as head of communications for The Walt Disney
Company reaches across a diverse number of strategic global divisions,                                 It might surprise some to learn that Southwest
including media networks, parks and resorts, studio entertainment,                                     Airlines flew more domestic passengers in the
and consumer products. The company made various high-profile                                           US than any other airline in 2010 (accord-
announcements in those areas in the last few months, including break-                                  ing to US Transportation Department data).
ing ground in Shanghai on the first Disney theme park to be built in                                   And that was before this past May, when it
mainland China and selling its Miramax Films division to Filmyard                                      finalized its $1 billion deal to acquire AirTran,
Holdings for about $660 million in mid-2010.                                                           which increased Southwest’s traffic by about
  Mucha joined the company in May 2002 as SVP, corporate communi-                                      25%. Combine all those interested consumers
cations. Prior to Disney, she held senior communications roles at ABC. She also has vast experi-       with a leading brand in a highly scrutinized
ence in politics, serving as senior policy advisor to former Gov. George Pataki (R-NY) and man-        sector and you’ll likely find a communicator
aging US Sen. Alfonse D’Amato’s (R-NY) successful reelection campaigns in 1986 and 1992.               whose message carries some weight.
                                                                                                         In 2010, Ginger Hardage was honored as
                                                                                                       one of Texas’ Most Powerful and Influential
                       40                                                                              Women by Texas Diversity. Southwest’s top-
                       Susan Kahn,                                                                     20 “best in class” ranking in a national corpo-
                       SVP of communications, Target                                                   rate public affairs survey
                                                                                                       also validates her efforts.
                        The best retailers are able to adapt their goals to a changing marketplace.      The 30-year PR
                        Target built its success on selling trendy fashion at affordable prices, but   veteran describes lead-
                        the big-box retailer needed to adjust its business plan as the marketplace     ership as such: “Com-
                        changed and shift its message to focus more on a one-store-shopping            municating the mission,
experience. Making that kind of shift appear authentic and credible to “guests” and business part-     supporting your team
ners is all about shaping communications effectively and that effort has been led by Susan Kahn,       with necessary resourc-
SVP of communications at Target.                                                                       es, and getting out of
  Kahn joined Target in 1982 and is responsible for internal communications, PR, reputation            their way so they can
management, and IR. In addition, she serves on the board of trustees of Minnesota Public Radio.        achieve great things.”


38/ 2011
                                                  Carolyn Castel
                                                  VP of corporate communications, CVS Caremark

                                                  Carolyn Castel has been a key player in shaping CVS Caremark’s message
                                                  during some transformative years. The business has evolved from CVS,
                                                  a top drugstore chain, to CVS Caremark, a pharmacy healthcare provider
                                                  with nearly $100 billion in annual revenues and 200,000-plus employees.
                                                  CVS Caremark also has extensive philanthropic programs that offer free
41                                                vaccinations, investments in disaster relief, and support for the disabled.
Mike Fernandez                                       Castel joined CVS in 2006 and leads efforts in corporate reputation,
Corporate VP, corporate affairs, Cargill          media relations, crisis planning and issues management, and CSR. Prior to
                                                  CVS, Castel worked as an SVP, corporate and public affairs, for Edelman.
Having served as a keynote speaker at the            Clearly Castel and her team’s efforts to communicate a compelling cor-
2010 Hispanic PR & Social Media Confer-           porate message have resonated with the business world – CVS Caremark
ence, Mike Fernandez has cemented a place         ranked 30 on Forbes’ 2011 Most Reputable Companies list.
as a leader in the Hispanic PR community –
a role he accepts with great honor.
  His professional affiliations include the                          43
Institute for Public Relations, where he is a                        Richard Sorian
co-chair, and the Arthur W. Page Society,                            Assistant secretary for public affairs, US Dept. of Health and Human Services
where he serves on the board.
  Slightly less than a year since he left State                        When he was nominated by President Obama for the post in March 2010,
Farm to join Cargill, Fernandez has already                            Richard Sorian delivered a three-page statement to bolster his candidacy. “Pub-
left his imprint on a company that employs        lic affairs can play a key role in making sure critical reforms are implemented successfully,” he said.
131,000 people in 66 countries and produces       “Helping people understand their rights and responsibilities is essential to success.”
and markets food, agricultural, financial, and       That philosophy will serve him well as healthcare reform remains top of mind to all Americans.
industrial products and services. He was one      In fact, through being charged with communicating to stakeholders and citizens the implications
of 14 featured speakers at this past June’s       and changes connected to the new system, Sorian will be busy for the foreseeable future.
National Summit on Strategic Communica-              However, few are as equipped to handle this responsibility as Sorian. His career has been
tions, where he continues to champion the         dedicated to explaining complex healthcare policy as a reporter, writer, government official, and
importance of multicultural outreach.             researcher, so his ability to craft clear messages for the press and public alike is unquestioned.

44                                                                                                      45
Chris Graves                                                                                            Linda
Global CEO,                                                                                             Schoumacher
Ogilvy Public Relations Worldwide
                                                                                                        VP of communications,
Broadcasting veteran Chris Graves
                                                                                                        American Petroleum Institute
cuts a smooth and suave figure on
his newly adopted PR stage, having                                                                      Last year, the country’s
crossed over in 2005 to take on the role                                                                attention was transfixed on
of president and CEO of Ogilvy PR in                                                                    the Gulf of Mexico for an excruciating three
the Asia-Pacific region before assuming                                                                 months as oil company BP and the govern-
the helm of the WPP agency’s world-                                                                     ment worked to stop what soon became the
wide operations from veteran PR pro                                                                     largest oil spill in US history. The ongoing
Marcia Silverman, one of the most                                                                       cleanup and resulting fallout severely wounded
respected figures in the industry, at                                                                   the petroleum industry’s reputation.
the start of 2010.                                                                                        The American Petroleum Institute (API)
  His challenge then was to bring the                                                                   and its communications head Linda Schou-
rest of the network up to the excellent                                                                 macher Rozett, who joined the trade group
levels it continues to demonstrate in                                                                   days before the BP oil rig exploded, utilized a
Asia, and it’s fair to say this is still a                                                              crisis communications response that empha-
work in progress.                                                                                       sized safety, but also the continued value of
  However, with the axis of power                                                                       offshore oil and natural gas development.
in the marketing and communications                                                                       Now, as gas prices near another two-year
industries steadily turning eastward,                                                                   high and regulation threatens the industry as a
Graves has the knowledge and experi-                                                                    whole, API implemented a series of “Rally for
ence to exploit this opportunity fully                                                                  Jobs” to fight legislation. Rozett, who led com-
in the coming years. He will certainly                                                                  munications for the US Chamber of Com-
be counting on Ogilvy’s US operations                                                                   merce for seven years beginning in 1999, is no
to up its game to similar levels in order                                                               stranger to Washington. That experience will
to keep holding company boss Martin                                                                     serve her well as all eyes remain focused on
Sorrell happy.                                                                                          the country’s gas and oil policies.

                                                                                                                               July 2011/
46                                                   47
Melissa Waggener                                     Miles Nadal
Zorkin                                               Chairman, president, and CEO, MDC Partners
CEO and president,
Waggener Edstrom Worldwide                                                           Miles Nadal kept his checkbook in his pocket a little more in 2011
                                                                                     than he did last year, when the entrepreneurial Canadian’s MDC
Seattle-based Waggener Edstrom draws                                                 Partners operation went on a buying spree and acquired agencies
heavily on its heritage supporting Microsoft,                                        including PR firms Allison & Partners, Sloane & Co, and Kwittken
but cofounder Melissa Waggener Zorkin has                                            & Company, as well as experiential marketing shop Relevent.
ensured all its client eggs aren’t in one basket.                                      An avid networker, Nadal is a member of the Marketing 50,
  Her alums are sprinkled liberally among                                            Global 50, and G100, and says one of his golden rules is not to part-
blue-chip in-house operation such as Star-                                           ner with someone you don’t trust enough to make executor of your
bucks and Verizon, as well as Microsoft.                                             estate. At the Cannes Advertising Festival last year he challenged
  In growing their firm from the two of them                                         entrepreneurs to impress him enough to invest $1 million in the best
in 1983 to more than 800 associates globally,                                        start-up in return for a 51% stake in the business.
Waggener Zorkin and partner Pam Edstrom
have created a truly distinct working environ-
ment in which women are able to thrive and           48
develop their careers to senior levels not seen      Sean Garrett
at every large agency.                               VP of communications, Twitter
  Her commitment to philanthropy also
shines through in everything she does, making        Twitter’s ubiquity and role in estab-
her a role model for all communicators.              lishing the art of thinking in 140
                                                     characters in the mass consciousness
                                                     of media-consuming publics around
                                                     the world cannot be denied. However,
                                                     it masks a handful of genuine chal-
                                                     lenges the mobile micro-messaging
                                                     company faces on a business and
                                                     organizational level as it attempts
                                                     to turn its incredible popularity into
                                                     sustainable revenues.
                                                       As the still relatively recently in-
                                                     stalled face of its communications
                                                     efforts, Sean Garrett deals with
                                                     inquiries ranging from the ludicrous –
                                                     dogs that tweet – to the ultra-serious
49                                                   – Twitter’s role in the street protest in
Suzanne DeFrancis                                    Egypt in January.
Chief public affairs officer, American Red Cross       His egalitarian philosophy helped
                                                     build a team that is now coping with
                         Suzanne DeFrancis           the incredible flow of requests for
                         joined the American         interaction with the company and can
                         Red Cross as its chief      finally get on the front foot in convinc-
                         public affairs officer in   ing stakeholders and investors that
                         July 2007 to oversee        Twitter’s leadership has the chops to
                         all communications,         turn the hype into a real business.
                         government affairs,
                         and public outreach.
                         Her mother, a Red                                  50
                         Cross volunteer during                             Gary Stockman
World War II who drove wounded soldiers to                                  CEO, Porter Novelli
DC-area hospitals inspired her passion for the
organization she works for today.                                           Want to annoy Gary Stockman? Start by suggesting that Porter Novelli is
  Prior to the Red Cross, DeFrancis was                                     the “third string” in the Omnicom PR agency pantheon. While it may be
assistant secretary of public affairs for the                               third in terms of size and revenue after Fleishman-Hillard and Ketchum,
US Department of Health and Human Ser-                                      Stockman is adamant that it can more than punch its weight in terms of
vices. She managed communications on issues                                 the effectiveness of its work and the quality of its people.
including disaster preparedness and response,                                 Omnicom appeared to back Stockman in February when it bankrolled
pandemic planning, and the rollout of the                                   Porter Novelli’s acquisition of the well-regarded West Coast tech firm
Medicare prescription drug benefit. She was                                 Voce Communications, thus stemming persistent rumors over the past
also deputy assistant to the president for                                  couple of years that the network was considering folding the agency into
communications from 2002 to 2004. On                                        one of its larger siblings. Stockman will be looking to build on this vote of
the agency side she served as SVP and director                              confidence over the next 12 months to prove that Porter Novelli can genu-
of public affairs at Porter Novelli.                                        inely compete with the big global agency players.

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40/ 2011

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