The Changing Competitive Landscape


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29 October 2012


04:10 PM


The internet transformed the means of communication: social media is transforming the manner of communication. Are bloggers replacing journalists? Is peer evaluation replacing the role of opinion formers? How are today’s PR firms developing the skills and expertise necessary for today’s rapidly changing world? Can traditional media relations agencies compete? Tom Beckman interviews a cross-section of the industry: four heads of PR firms with very different approaches to managing and enhancing their clients’ reputations.


Name:Tom Beckman

Company:Prime PR

Position:Creative director and partner

Tom Beckman is executive creative director and partner at Prime in Stockholm. Prime was 2011 named global consumer agency of the year by Holmes Report and topped the Cannes Lions Report over PR agencies 2010. He started his creative journey as editor and publisher at a book-publishing firm in Stockholm, before moving on to journalism and copywriting. His work has earned multiple gold awards in ...


Name:Jasper Eyears

Company:Another Company

Position:Director General

Jaspar Eyears is the CEO and one of the founding partners of Another Company, a leading small sized PR firm based out of Mexico City. Since 2005 Another Company has dedicated itself to spearheading public relations campaigns for ultra premium and premium consumer brands. Jaspar has specialised in bringing a new form of PR to the agencies clients, where PR leads all agencies in terms of brand dir...

Name:Peter Finn

Company:Finn Partners


For many years I've dreamed of transforming Ruder Finn into an organization that is a true and lasting partnership with my talented colleagues. An organization distinguished by its unbridled creativity and its unwavering commitment to its clients, and widely recognized as one of the best places to work in the industry. Finn Partners is the fulfillment of that dream.For many of us our life paths ar...

Name:Frederik Lofthagen


Position:Group CEO

Fredrik Lofthagen is the Group CEO of Interel, an independent international consulting group specialising in public affairs, strategic communications and association management.He is widely recognised as one of the leading European affairs consultants in Brussels with close to 20 years’ experience guiding clients through the EU decision making process. Many of the campaigns conceived and managed b...

Name:Chris McCafferty


Position:Managing director

Chris McCafferty is owner and founder of Kaper, an integrated communications agency based in London.   Set up in late 2010 and recently named PR Week's Best New Consultancy, Kaper's clients include Unilever, MasterCard, Time Out and WWF (pandas, not wrestling).  Chris has 15 years experience across the communications industry, from senior in-house roles at bluechip companies ...