Peter Jacob, managing director of Current Global MENA, joins the Earned First podcast to discuss how international PR firms are adapting to a fast-changing Middle East environment. The lure of the region stands in stark contrast to tougher market conditions elsewhere, but Jacob warns comms professionals that a long-term perspective is required for success.

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.

In this episode of the Earned First podcast, host Arun Sudhaman speaks with Caroline Hsu, who leads The Hoffman Agency as chief global officer and Asia-Pacific managing director. Hsu reflects on her career trajectory, from 15 years in-house at major technology companies to taking the helm at Hoffman with a mission to help Asian brands expand onto the global stage. She explains how deliberate agility has underpinned the agency’s growth under her leadership, positioning it as a rare independent player with regional and international clout.

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.

In this episode, Ras Al Khaimah VP of destination marketing & communications Alka Winter unpacks the forces reshaping tourism and destination marketing. From the Gulf’s optimism and mega-projects to seismic shifts in media and the rise of AI-powered travel planning, she highlights how trust, creativity, and technology are transforming the industry. She also shares Ras Al Khaimah’s nation-branding strategy and the power of agency relationships in driving breakthrough campaigns.

In this episode of the Earned First Podcast, Arun Sudhaman speaks with Adrian Warr, CEO of Burson South Asia-Pacific, as he approaches the end of his first year in the role. Warr offers a candid assessment of the communications industry's current inflection point, arguing that scale, AI investment, and specialist depth continue to give holding groups a strategic edge over smaller, independent firms—even as the market becomes more fragmented and client expectations shift.

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.

In this episode, Arun Sudhaman sits down with Richard Edelman for a candid conversation on the evolving dynamics of trust, the blurring lines between advertising and PR, and the future of purpose-driven brand communications. Edelman argues that brands must shift from collective "we"-based purposes to individual "me"-focused relevance, reflecting deep societal shifts driven by economic insecurity and AI disruption.

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.

In a tough agency market, Zeno Group CEO Barby Siegel and chief client impact officer Thomas Bunn share how they've returned to growth by restructuring around culture-first strategy and predictive intelligence.

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.

Emma Smith joins the Earned First podcast to discuss how her fast-growing corporate consultancy, Sandpiper, is aiming to elevate Asian PR onto the global stage. Smith, who has been based in Asia for 30+ years, also recounts her journey with seminal PR firms Forrest and Weber Shandwick, her pioneering MBO from MHP that launched Sandpiper, and her bullish ambitions for the firm as it continues to grow.

The Earned First podcast launches with WE Communications Asia-Pacific president Nitin Mantri joining host Arun Sudhaman to discuss India's emergence as a public relations market, thanks to a diverse and vibrant economic environment. The duo also discuss persistent concerns about pricing and value, along with the generational shift that is ushering in a new era of industry leadership. In addition, Mantri explores the rise of public affairs and previews the upcoming Cannes Lions Festival.

Welcome to the Earned First podcast! Here's a little intro about what we have in store for you 😃