Earned First

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 al...

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 agili...

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-brand...

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 firm...

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 a...

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 wi...

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 gr...

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,...

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