The PR Agency of the Future
PRCA National Conference 2012

Danny Whatmough
Director of Digital Strategies
Chair of Worksteam
Chair of PRCA Digital Group
@dannywhatmough

Paul Doran
Founder
@dorando

Workstream Contributors
• Danny Whatmough, Director of Digital Strategies at EML
Wildfire [CHAIR]
• Alex Pearmain, Head of PR and Social Media at O2
• Jed Hallam, Director, VCCP Share
• Paul Doran, Founder at Switch Communications
• Karolina Shaw, Head of Corp Comms at Mozilla

Workstream Brief
If we started an agency from scratch today….

Challenges

Opportunities

1. Consider what clients want
Agencies of the future need to understand how businesses are changing and new demands on marketing/PR

2. Identify services in demand
Agencies of the future need to be able to offer more services but must not chase the next ‘big’ thing

3. Investigate new structures
Agencies of the future need to develop structures that allow strategic specialists to thrive

4. Invest in people
Agencies of the future need to invest in skilled practitioners

5. Understand the new value exchange
Agencies of the future need to add value in areas that set them apart from other disciplines and in-house hires

PR Agency of the Future
Danny Whatmough
Director of Digital Strategies
@dannywhatmough dannyw@emlwildfire.com