Agency bosses to share thinking on the new shape of their teams at CommsCon

CommsCon logoAgency leaders at next week’s CommsCon conference are to share their thinking on changing structures as they react to developments in how brands tell their stories.

The session will see bosses of larger agencies discuss how they have moved away from a traditional hierarchy of account directors appointed to brands with an account manager and account execs underneath them, to a structure closer to the creative agency model of strategy and creative leaders across the whole business.

The panel will also discuss how changes in the industry will affect the career route of the next generation of PR talent, and what skills will actually be needed.

CommsCon, aimed at PR and communications professionals, is organised by Mumbrella’s parent company Focal Attractions. It takes place next Thursday March 20.

Edelman boss Michelle Hutton


michael pooley PPR


The panellists include the bosses of two of Australia’s biggest consumer PR agencies – Michelle Hutton, CEO of Edelman, and Michael Pooley, GM of strategy and planning at PPR Sydney.

Also on the panel is Kim McKay, the founder of public relations agency Klick Communications, and The Hallway’s head of PR Louise Pogmore.

All four presenters are shortlisted finalists in the CommsCon Awards with Edelman and PPR vying for large agency of the year, and Klick on the list for midsize PR agency of the year. The Hallway has been shortlisted in three different categories.

Louise Pogmore




Both Edelman and PPR have evolved their structures to allow for the creation of a wider variety of content and to be more reactive to the implications of social media for brands. Klick has developed its business around the interface between traditional and digital PR.

Pogmore introduced PR as part of The Hallway’s offering after previously carrying out a similar process at Naked Communications.

Sessions include a serious of best practice case studies covering celebrity endorsement; PR, technology and social media; working with multiple stake holders; and crisis communications. Also on the agenda is a keynote appearance from Joe Jareck, director of public relations for The LA Dodgers, and a presentation on the world’s best PR thinking.


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