PR

Power List 2009 The definition of power in the PR industry is something that is heavily influenced by current events and business trends. During this challenging time, PRWeek’s senior editors weigh the different criteria to help determine this year’s ranking of 25 industry leaders

Harris diamond [’08 rank - #4] CEO, Weber Shandwick Worldwide and IPG’s Constituency Management Group 1

In 2009, the PR industry is down to business. No individual represents the shifting meaning of the power in PR better than Harris Diamond, particularly in this tough economy. He arguably holds the fate of more PR pros and brands in his hands than anyone still directly working in the business. There are 3,500 PR pros working for CMG agencies, which include GolinHarris, MWW Group, and DeVries. Diamond also has dominion over a broader range of ser- vices within IPG, including sports marketing agency Octa- gon and events firm Jack Morton. CMG revenues totaled $1.1 billion in 2008. As integration is now a stark reality, his leadership across this discrete, but broader marketing realm becomes vital for securing a range of key business. In thought leadership, Diamond has taken as his stump LARRY FORD speech dual themes of reputation and leadership. Though less trendy than the focus on innovation that at least in part propelled Richard Edelman to the top spot in the past two years, his perspectives on these two issues is in step with cli- ent pain points at a time of huge business uncertainty. Part of the power proposition for Diamond is also in the continued strengths of WS, the core brand of his empire building, and in his blunt and business-focused style, which Defining qualities gives no quarter to detractors and naysayers. WS’ consistency of leadership, including president Andy Polansky and chair- •Financial stewardship man Jack Leslie, has been a critical USP for the firm, which •Thought leadership has achieved blue-chip status in the PR world. This brand •External visibility value has been driven from the top. •Innovation ••••• •Affiliations •Professional tree (mentoring) •Media influence •Political influence •Client/company profile •Public service

26/prweekus.com/July 2009 Richard Edelman Leslie Dach [’08 rank - #6] [’08 rank - #1] Worldwide EVP, corporate affairs and president and CEO, Edelman government relations, Wal-Mart

2 Innovation in Responsible for reputation man- PR has become agement, public affairs, corporate almost synonymous communications, the Wal-Mart with Edelman. Foundation, government relations, And most of that and sustainability for the world’s reputation can be largest retailer, Leslie Dach has a attributed to the platform that is rivaled by few other vision and leadership of the firm’s corporate communicators. All eyes CEO, Richard Edelman. In the face are on Wal-Mart for nearly every- of a constantly changing media and thing it does, especially now in the business landscape, he has remained sustainability area, meaning Dach’s a leading voice for how the industry actions have the power to influence can evolve and be successful in the how other companies handle the new age of PR. Despite the tough same issue. And during a recession economy, Edelman’s firm still man- where inspiring consumer spend- aged to increase 2008 global revenue 3 ing is especially important, there 12% and US revenue by 9%. As the is no more important time to be industry endures a challenging year, Charlotte Otto [’08 rank - #3] controlling Wal-Mart’s message. there’s no doubt that Edelman – Chief global external relations officer, Maintaining consumer loyalty will both the man and the agency – will Procter & Gamble be especially cru- provide a good example of how to cial to its future properly weather the storm. Leading global communications for one of the world’s success, a task largest consumer packaged goods companies has been the Dach is well suited •••••• reason for Charlotte Otto’s power in years past. And dur- to tackle. With ing a time when the industry and company face economic its recent agency challenges, she has even more opportunity to be influen- 4 review, Dach has tial. With new CEO Robert McDonald taking the reins also wielded a lot of financial influ- 5 this month, there will undoubtedly be changes in how ence over firms in a climate where P&G spends its marketing dollars. Reporting directly to winning new business is essential. In McDonald, Otto has the chance to significantly impact addition to his work at Wal-Mart, PR’s role in P&G’s marketing mix during this crucial time. Dach also serves on the board of the A member of the Arthur Page Society, she is also active in World Resources Institute. the Cincinnati business community, serving on the board of The Port of Greater Cincinnati Development Authority. ••• ••••

Robert Gibbs [’08 rank - #22] White House Press Secretary Jon Iwata [’08 rank - #2] President VP, marketing and communications, IBM “I’m just the messenger.” No White House press secretary would ever utter this phrase, but the statement would Now fully into his new role, Jon be truly preposterous for Robert Gibbs. Having previously Iwata is ready to make some changes served as communications director for the man who would in the way the company handles mar- become the first African-American president, Gibbs long ago keting. Believing that digital strategy established himself as a messaging strategist par excellence. Of should be a collaboration between all Gibbs, then-Senator Barack Obama was once quoted as saying in a aspects of the business, he is devel- Wall Street Journal story, “Robert is the guy I want in the foxhole with oping a plan that not only involves me during incoming fire.” With beacons of the US economy filing for marketing and communications, but bankruptcy; unrest in areas the world over; and a boss who likes to also other departments such as legal, take his wife on an occasional date, Gibbs would be wise to get HR, and the CFO’s office. That move a comfortable chair for that trench. But while scrutiny mounts, 6 could provide an example for other Obama’s message of hope and change – which Gibbs played companies. A member of the Arthur a key role in crafting – still rings loud and true with a large NEWSCOM Page Society and the Seminar, portion of US and global citizens. And with a president Iwata’s impact on IBM’s marketing whose enthusiasm and aplomb are unrivaled when it function – and the PR profession – comes to communicating through various channels, the will only further increase with time. man who conveys that message merits global attention. •••• ••••

July 2009/prweekus.com/27 Sally Susman [’08 rank - #8] SVP and chief communications officer, Pfizer

Overseeing communications for the world’s largest drugmaker, Sally 8 Susman reports directly to chairman and CEO Jeff Kindler as part of the executive team. This year, much of her focus is on the company’s acquisition and integration of Wyeth. In addition, the pharma industry – among others – faces increased scrutiny from Washington. Kindler has indicated he wants to be a part of the healthcare reform movement emanating from the nation’s capital. It will be up to Susman to help shape that conversation. This year Pfizer is hosting the annual PR and Communica- tions Summit for the pharma industry. Susman will be serving as the keynote, which is an indication, 7 perhaps, of her taking on more of a thought- Ray Day [’08 rank - not ranked] leadership role in the PR industry. VP, communications, •• In an industry ravaged by the reces- Bill Margaritis [’08 rank - #9] sion, Ford stands out as the only SVP, global comms and IR, FedEx Big Three US automaker to forego Ken Cohen [’08 rank - #5] federal aid. With President Obama’s Bill Margaritis VP, public affairs, ExxonMobil federal fuel economy mandate top of holds a lead role mind, Ford’s V-6 EcoBoost engine, in ensuring that Even amidst the financial meltdown of 2008 and the which will improve fuel economy by FedEx’s market- ongoing recession, energy is still a huge concern for many 20%, should be in 90% of its models ing efforts further Americans and a topic that is still the focus of intense by 2013. These are two huge points bolster the brand. public and media scrutiny. As the world’s largest publicly around which Ray Day is basing a 11 Among PR’s most traded energy company, ExxonMobil is constantly in the strong credibility message. Ford also enthusiastic champions, he has the ear middle of that ongoing conversation, and it’s Cohen’s job continues to bolster its Web presence of president and CEO Fred Smith, to ensure that the company’s position on everything from – as evidenced by TheFordStory.com further bolstering the impact of his gas prices to global warming is properly communicated. and Twitter interviews with CEO strategies. Be it social media efforts With the Obama administration devoting significant Alan Mulally. It also faces numerous or recognizing the key role agency resources to finding alternative energy sources, companies challenges stemming from not using partners play, he is highly visible in such as ExxonMobil will only be further thrust into the TARP money. Considering these fac- underscoring how PR can impact spotlight. Cohen’s experience and status within the com- tors, Day has unprecedented opportu- organizations from the inside out. pany will be a tremendous asset as it moves forward to nity to shape the blue oval’s message. Serving on the board of the Arthur address new challenges. He also serves as the chairman Page Society and the Larry King Car- of the ExxonMobil Foundation. ••• diac Foundation, Margaritis remains one of the industry’s finest examples. ••• Mark Penn [’08 rank - #10] •••• CEO, Burson-Marsteller Last year wasn’t easy for Mark Penn. emerging power players His candidate lost the presidential John Bell, MD of 360 Digital Influence, primary, and his actions were publicly Ogilvy PR. A pioneer in the digital space, 9 cited for the loss of his firm’s client, Bell continues to be a thought leader. His Colombia. Yet Penn remains resilient. leadership of WOMMA also shows his He is active on client work, including commitment to setting ethical standards. pitching key accounts, and he doesn’t David Jackson, director of defense shy away from defending the industry. media activity, US Dept. of Defense. When MSNBC personality Rachel Overseeing 2,000 employees, Jackson has Maddow took Penn and his firm to a unique role in shaping part of the DoD’s task for its client roster, including AIG, message as the US fights two wars. Penn defended the importance of its Jen Prosek, partner, CJP Communica- services, even to embattled companies, tions. Combining an MBA education and in an internal memo. And despite instinct, Prosek has built this rising agency’s ’s profile and reputation over the past few years. defeat, there’s no Jim Weiss, CEO, WeissComm Group. doubt that Penn Weiss has led his firm to significant double- will remain politi- digit growth the past two years, making it cally influential in a formidable competitor in the important healthcare communications space. 10 the future. ••••

28/prweekus.com/July 2009 Jack Daly [’08 rank - #16] Dave Senay [’08 rank - #7] SVP of corporate relations, CEO, Fleishman-Hillard McDonald’s Leading one of the world’s largest PR agencies would McDonald’s probably be enough to warrant Dave Senay’s spot on continues to beat this list. Yet he has earned a place by truly showcasing the recession with leadership and understanding of the changing PR pro- strong worldwide fession. A proponent of infusing digital capabilities revenue growth. throughout the firm, Senay has taken an active role in This performance that process, blogging on important issues for Fleishman’s 15 has paved the way internal audience. He has also been vocal about how PR for expanded offerings, such as its should be the marketing discipline taking the lead dur- line of McCafé coffee products. In 16 ing economic difficulties to deliver true business results turn, Jack Daly has played a huge role for clients – and how PR can be measured to prove that in the iconic company’s largest mar- Ray Kotcher impact. With his prior experience in EMEA, he has a firm keting effort in three decades. And [’08 rank - not ranked] grasp on the global nature of the business and seizes in a testament to creative thinking, CEO, Ketchum appropriate opportunities to impart this knowledge McDonald’s eschewed its traditional throughout the firm. A member of the Arthur Page Society product launches in this case. From As CEO of Ketchum since 2000, and the Seminar, he is taking the steps to truly move out offering product samples at February’s Ray Kotcher has helped to instill a of the shadow of chairman John Graham and establish his Fashion Week to a McCafeYourDay spirit of creativity and commitment place within the firm and industry. Twitter feed, Daly has shown that that has garnered the firm plenty even after 17 years with the company, of buzz over the past year. In fact, •••• the spirit of innovation is still there. Kotcher helped lead the development of three of the agency’s key offerings: ••• Ketchum Digital, Women 25to54, and Ketchum Influencer Relation- ship Management. Given Ketchum’s recent merger with Pleon, he will now have control of a major global player in PR. Kotcher’s influence also extends beyond the agency. As a second-term chairman of the Council of PR Firms, he has the 12 14 opportunity to effectively commu- nicate the value that PR agencies can bring to their clients. •••••

Gary Sheffer Rachel Whetstone [’08 rank - not ranked] [’08 rank - not ranked] Executive director, comms VP, public policy and comms, and public affairs, GE

Rachel Whetstone joined Google Gary Sheffer oversees all communica- in 2005, but it wasn’t until last year tions for GE, including internal and that she made her way to the top slot external relations and public affairs. of the company’s communications This year is shaping up as a decisive function, following the departure one for the diversified company. This of Elliot Schrage to . As spring GE unveiled “healthymagi- the leader for Google’s global teams nation,” its GE Healthcare global on communications and public pol- business and mar- icy, she stands to play a significant 13 keting initiative, role in the latter, which is becoming and hopes to help an increasingly important priority shape the health- for the tech company. Although care debate. Sheffer notoriously tight-lipped with the takes an active role press, Google is finding its way into in the industry. He not just the tech trade headlines, but is on ’s advisory increasingly those circulating Wash- board for the Master of Science in ington. Whetstone is well-equipped Strategic Communications, as well as to help lead that conversation. the board at the Arthur Page Society. ••• •••

30/prweekus.com/July 2009 Julie Hamp [’08 rank - not ranked] Supporting power players SVP of corporate communications, PepsiCo Ninan Chacko, CEO, PR Newswire. Last year, Julie Hamp made PRWeek’s Editors’ Choice With a background in technology and global business, Chacko has distinct plans for how as a person to watch when she replaced the company’s the newswire can utilize both to remain seven-year veteran Tod MacKenzie in the top communica- relevant in these changing times. tor post. With the company undergoing a major restruc- turing at the time and facing steep competition not only Bob Feldman, principal, PulsePoint from Coca-Cola, but a number of new players all trying Group. Working with some of the world’s to adapt to Americans’ changing beverage preferences, largest companies, Feldman provides valued counsel to entities looking to restructure their Hamp had a chance to sink or swim – and swim she did. corporate communications function. Already this year, the company has shown its prowess 17 in the space in which everyone in communications wants Robert French, professor, Auburn to be known: digital. PepsiCo took a lead role at the recent University. One of the leading proponents Internet Week, while it dominated Twitter during South Ray Jordan of incorporating social media into PR edu- by Southwest. It’s also applying its digital know-how to [’08 rank - not ranked] cation curricula, French has increased his its brands, such as with the Trop50 launch. Adding key VP of public affairs and corporate influence through the very tools he’s teaching his students to use. hire Bonin Bough late last year to lead its digital strategy comms, Johnson & Johnson across brands was clearly part of this new move to align Bill Heyman, CEO, Heyman Associates. the company with social media. Reporting directly to the From a business perspective, Johnson In an environment where jobs are scarce, CEO, Hamp wields significant influence for the direction of & Johnson continues to solidify its Heyman’s expertise in placing high-level the corporate and brand communications, as well as its PR powerful position – and Ray Jordan executives becomes even more important. agencies with its recent review. Hamp is also beginning to plays a vital role on many levels. take a more visible role in the PR industry – speaking at However, it is on the social media last year’s PRSA conference. front where J&J continues to display an eagerness to make strides in an ••• industry that still struggles to do so. The Jordan-led communications team has played a role in the compa- ny’s YouTube channel and its multiple Facebook pages, which are geared to special audiences, consumer products, and conditions. As the digital evolu- tion continues and healthcare remains a prominent issue on President Oba- 20 ma’s agenda, Jordan’s efforts will sure- 19 ly take on an increasing relevance. ••• Joele Frank [’08 rank - #23] Managing partner, Joele Frank, Simon Sproule Wilkinson Brimmer Katcher [’08 rank - not ranked] VP, corporate comms, Though M&A activity has slowed down considerably, Joele Frank still Simon Sproule retains influence within the industry. joined Microsoft She and her firm have retained status as its top commu- as a go-to resource for financial com- nicator earlier this munications and consult, providing year. Key issues recent support to Lionsgate as it faced include the release a threatened proxy fight from share- 18 of a new version of holder Carl Icahn, as well as Target Windows, the search tool, Bing, and when it faced a proxy fight led by Per- updates and new synergies between shing Square Capital Management’s many of its marquee consumer prod- Bill Ackman. Frank approaches her ucts, such as Xbox and the Zune. work with a tenacity and determina- With all of these changes, Sproule tion that has earned her respect, even has a unique opportunity to help the among her competitors in the finan- tech giant craft a new story, one with cial communications industry. With the potential to revamp Microsoft’s a reputation for being able to face the image as an innovator. In addition, toughest challenges and no sign of Sproule ultimately holds the fate of retiring anytime soon, Frank will the company’s numerous agencies continue to be an influential force under him, adding to his power. in the industry for years to come. ••• •••

32/prweekus.com/July 2009 Maril MacDonald Joseph Evangelisti [’08 rank - #21] [’08 rank - not ranked] CEO, Gagen MacDonald Managing director, corporate comms, JPMorgan Chase & Co. Maril MacDonald’s expertise in strategic employee communications All eyes are on the banking sector and workplace performance enhance- and everyone is listening to the top ment is highly valuable in the cur- communicator at one of its stalwarts. rent economic climate, contributing JPMorgan Chase’s Joseph Evangelisti to her power. Her seeming desire to understands the business of his busi- elevate communications to a busi- ness and he brings that keen compre- ness, rather than a marketing disci- hension to all company messaging. pline is something that can only help 22 Currently, efforts to underscore the to raise the profile of the industry. bank’s viability are A visible figure within the Chicago 23 keeping him busy. community, MacDonald’s position as In addition to lead- president of the Arthur Page Society ing all external out- also gives her a prominent platform reach, Evangelisti to speak about how the PR indus- is a member of the try can innovate its offerings and company’s Brand become a valued business partner. Marketing Council. As an advisory Having worked with such clients Steve Lipin [’08 rank - not ranked] board member at Columbia Univer- as McDonald’s and Johnson & Senior partner, Brunswick Group sity’s Master of Science in Strategic Johnson, MacDonald has the ear of Communications, he imparts his some of the largest companies in the Brunswick Group continues to top Mergermarket’s list knowledge on tomorrow’s PR leaders. world. She also serves as a trustee for as the top handler of M&A deals, in terms of both vol- the Institute for Public Relations. ume and value, despite a drying up of the sector. In the ••• first quarter of 2009, it reportedly handled deals valued ••• at about $1.37 billion. Steve Lipin, who is based in , is repeatedly cited as the stateside powerhouse of the UK-founded global firm. He oversees the US practice, which has been working to grow in recent years. That in- cludes a significant buildup in its Washington office since the start of the year, as well as splashy hires, such as Jim Wilkinson, the chief of staff for former Treasury Secretary Henry Paulson. Lipin also brings in significant client work and directly oversees high-profile relationships. Last year, he handled the agency’s work with InBev as it successfully 24 acquired Anheuser-Busch. As those in financial services are now counseling clients to stop hiding out, perhaps this 21 will be the year, Lipin, too, steps out to increase his profile. ••• Margery Kraus [’08 rank - not ranked] CEO, APCO Worldwide Melissa Waggener Zorkin [’08 rank - not ranked] Margery Kraus founded APCO 25 CEO, president, and founder, 25 years ago and it continues to succeed. Waggener Edstrom Worldwide Its 2008 global revenues grew more than 15% despite the recession. Kraus The firm Melissa Waggener Zorkin cofounded 25 years ago as a remains active, traveling worldwide two-person shop now has 700-plus global staffers and generates to counsel clients and overseeing 500- in excess of $120 million in revenue. Once known as a tech plus practitioners in 29 offices. In specialist, it has made serious inroads in other sectors, such December she will become chairman as healthcare and consumer PR. Spearheading this rise of The Council of PR Firms, where is a woman who earns high marks for vision and she is also a board member. She’s a leadership. Zorkin, a champion of PR innovation trustee at the Institute for Public Re- who often speaks and writes about the topic, lations and the Arthur Page Society. counsels some of the corporate world’s biggest In the past, Kraus was named PR names, including Microsoft, for which WE serves as Woman of the Year by the Washing- corporate AOR. Zorkin also serves on the board of ton Women in PR, but clearly her directors at MercyCorps and on the board of ambassa- influence extends beyond the Beltway. dors for the Fred Hutchinson Cancer Research Center. ••••• •••

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