The conversation also explores the broader trajectory of African PR: how the industry has evolved from being conflated with events and press releases into a recognised strategic discipline, and what Njoki is trying to achieve through Africa PR Week — both in terms of building a continental professional community and placing African communications on the global stage.

She also talks about Korea's underrated role in the regional comms landscape, the unbundling of senior talent into independent and fractional practices, and what still needs to change for women at the top of the industry.

The conversation explores increasing scepticism towards healthcare institutions is, how health influencers are filling a trust vacuum left by institutions, and why misinformation has become a symptom of credibility failure. Bashe also addresses the depth of public anger directed at insurers, the global legitimacy gap between institutions and community voices, and what healthcare communicators must unlearn in a low-trust environment.

The conversation also draws on Bennett’s experience inside Omnicom, where he observed multiple cycles of restructuring, consolidation and brand retirements. He discusses how holding-company turbulence affects agency culture and leadership, and what independent founders can learn from watching established network brands expand, contract or disappear altogether.

Issa reflects on what this means in practice for senior communicators: why authenticity and judgment still matter in an AI-accelerated world, how agencies should defend the value of “brain power” as automation reshapes pricing models, and why PR risks irrelevance if it continues to position itself as the final execution layer rather than a creative and strategic lead. The discussion also explores the rise of homegrown consultancies, the capital reshaping the regional agency landscape, and what it really takes to build influence — not just visibility — in one of the world’s fastest-moving communications markets.

The conversation also explores why public relations continues to struggle to command value commensurate with its influence, particularly in India. Bahal discusses how this reality shapes agency behaviour, expectations, and leadership priorities, before turning to questions of succession, long-term continuity and his own peace of mind.

They discuss a central tension: remits for communications are expanding (brand, culture, ESG, data and AI), yet functions are sometimes being restructured or dispersed — sometimes into legal or other teams — risking fragmentation of narrative and influence.

The conversation also tackles measurement — why teams default to easy-to-count outputs like media coverage, how that can change, and what it takes to speak the language of the CFO and CEO. Finally, they discuss geopolitics, the role of communications in risk management and innovation, and why proving action (not performative language) restores confidence in business.

Devanayagam argues this environment is simultaneously a risk and an opportunity for Asian brands: those that combine operational strength with cultural humility and purpose can own a seat at the global table. The conversation closes with a practical look at talent: diversified hiring, advisory groups across policy/AI/government, and the balance of tech fluency with human listening and judgement.

In conversation with Arun Sudhaman, he also reflects on his own journey from business development to agency leadership, and considers how the region’s relative youth is shaping the way PR firms evolve in the Middle East.

The conversation also addresses wider industry trends. Hsu discusses the enduring pull for junior and mid-level talent in Asia to move in-house, and the parallel challenge of persuading global companies to take local market nuances seriously when operating in the region.

The episode concludes with Hsu’s reflections on A Chip Odyssey — a documentary tracing Taiwan’s ascent to semiconductor leadership. She considers how Taiwan built a unique ecosystem that turned it into a global technology brand, and what that means amid intensifying geopolitical pressures.

The discussion also explores the practical implications of AI in public relations, including Burson’s own proprietary platforms, which use machine learning to quantify the link between reputation and business outcomes. And the duo also examine the state of play in Asia, where Warr advocates for a regional-first approach to brand activism, especially on topics like DEI and sustainability.

They also dissect how ad agencies are encroaching on earned territory, the opportunities and pitfalls of generative AI, and the critical need for PR firms to pivot from time-based billing to value-based pricing. Edelman offers sharp insights on global market dynamics, the future of influencer and creator strategies, and his vision for scaling trust as a core marketing asset.

A must-listen for anyone interested in the intersection of communications, culture, and corporate strategy — and how agencies must evolve or risk obsolescence.

Recorded at the 2025 Cannes Lions Festival, the duo reveal their shift from traditional account management to embedded teams of strategists, creatives, and data analysts working directly with clients. And while AI tools are crucial in identifying cultural moments before they break mainstream, human intuition remains irreplaceable, in an era that requires constant vigilance.

Successful cultural engagement, argue the duo, requires knowing when to pause, when to participate, and when to pass. In conversation with Earned First founding editor Arun Sudhaman, the Zeno leaders discuss emerging undercurrents brands should watch: persistent polarization, creator fatigue, platform disruption, and renewed focus on women's issues.