Leadership Lessons with Danny Whatmough, Co-Managing Director at Red Consultancy

Principal Consultant Helena Ranger recently sat down with Danny Whatmough, Agency Co-Managing Director at Red Consultancy, to explore the evolving demands of leadership in the communications industry, the impact of AI and influencer marketing and the skills that will shape the agency of the future.

Given the dynamic nature of the comms industry, what are the essential qualities you believe leaders must possess to effectively navigate challenges and drive success in their agencies today?

Adaptability is absolutely key. We’re operating in a world of continual societal, political and technological change. Being able to stay comfortable in uncertainty and respond to change with agility is essential. Alongside that I believe empathetic leadership matters more than ever. Teams want transparency and support particularly when navigating periods of uncertainty. Open, honest communication and a visible leadership presence go a long way. Decisiveness is also key. While it can be tempting to delay decisions to see how things evolve, making timely and confident choices is critical in keeping teams moving forward.

What changes are you seeing across the industry in terms of client demands, pitching processes and trends? How are you and your team adapting?

Clients are under more pressure than ever to demonstrate return on investment which means measurement and strategic planning have become even more important. There’s also been a shift in how pitching works. We’re seeing more informal pitch processes where chemistry and early-stage thinking matter as much as a formal presentation. Clients want ideas and insight early. And there’s increasing integration across PR, social and influencer activity. We’ve talked about integration for years but now we’re seeing structural changes on the client side that reflect it. That has a direct impact on how we build and deliver campaigns.

How has your leadership approach adapted to economic uncertainty in recent years? How do you help cultivate a motivated and engaged team through these times?

Staying calm and projecting steadiness is crucial. Even when things feel turbulent it’s important for leaders to give their teams a sense of clarity. That means not shying away from difficult conversations as transparency matters. Teams are dealing with both business and personal challenges from personal cost of living pressures to seeing the same concerning business headlines we all do. As leaders we need to acknowledge this, be clear about what we can control and share plans that give clear direction. Celebrating small wins and bringing positivity to the day to day is also vital. In a people focused industry like ours, morale has a direct impact on outcomes.

How do you see influencer marketing affecting traditional consumer teams and how are you adapting to its continued rise?

Influencer marketing isn’t a threat to PR, it’s a complement. We’ve consistently seen stronger outcomes when influencer activity is integrated into broader campaigns from the outset. The recent comments from Unilever’s CEO about the value of influencers show how significant this area has become. At Red we’ve invested in building strong influencer capabilities and our teams work closely across disciplines to deliver campaigns that make an impact. For those in consumer comms, understanding influencer marketing even if you’re not a specialist, is becoming critical.

Looking ahead, what specific skill sets do you anticipate agencies will prioritise in the coming years?

AI will undoubtedly play a bigger role, but I believe in taking a measured approach. As Bill Gates said, we tend to overestimate the short-term impact of technology and underestimate the long term. For now it’s about understanding how tools can support day to day work and where they add value. Longer term the transformation could be significant. Alongside that core skills remain crucial: creativity, cultural intelligence and data led thinking continue to be in high demand. We want people who understand audiences, bring fresh perspectives and can turn insight into storytelling. Training and smart hiring can help fill gaps but upskilling across the board is key.

What are your predictions for the comms industry in the year ahead?

We’ll continue to see convergence across PR, social, content and influencer marketing. Clients want integrated thinking and joined up delivery. AI will stay front of mind not just in terms of tools but in how it can make teams more efficient. And I think we’ll see agencies being leaned on even more by clients with leaner in house teams. That trusted partner role is more important than ever. Agencies that can collaborate closely and flex to meet client needs will be in a strong position.

Whether you’re hiring top Communications & PR talent or considering your next career move, our team would be delighted to support you.

Helena Ranger is Principal Consultant leading the Consumer division across PR and Marketing.

Hanson Search is a globally recognised, award-winning talent advisory and headhunting consultancy. Our expertise lies in building successful ventures worldwide through our recruitment, interim and executive search in communications, sustainability, public affairs and policy, digital marketing, and sales.