This year marked my third ICCO Global Summit, and my first time in India. With each year, this event has grown in popularity and prominence, becoming an annual reunion of people genuinely invested in the future of the communications profession. Mumbai gave that experience its own unique rhythm: fast-paced, warm, and diverse, stimulating thoughtful conversations that continued long after the sessions ended.
Over three days, the summit welcomed delegates from 32 countries with 50 speakers sharing perspectives on how our industry is evolving – from AI transformation and geopolitical risk to ethics, measurement, and leadership. Below are some highlights from the sessions that stood out to me most.
Day 1: Arriving and Networking
We arrived in Mumbai ready for three days of global perspectives, open conversations, and reconnection with the international PR community. The evening before the programme officially began set the tone perfectly – welcome drinks at Bastian at the Top, hosted by PRCAI. Surrounded by familiar faces and new connections, it was the ideal start: informal, energising, and a reminder of how global our industry has become.
Day 2: Programme Starts and Awards Night
Rewiring Stakeholder Engagement for the Age of Rage
Abhinav Kumar, Global CMO at Tata Consultancy Services, explored how communicators can navigate stakeholder engagement in what he called the “Age of Rage” – a time defined by polarisation, social volatility and declining trust. With only one in five corporate leaders willing to comment publicly on societal issues, the smarter path often lies in strategic silence paired with meaningful local engagement.
He shared how TCS builds trust in local communities through local initiatives like marathons and motorsports such as Formula E, using these platforms to bring people together without taking divisive sides. The takeaway for me was clear: in an era where every word can spark division, authenticity, empathy and cultural awareness are a communicator’s strongest assets. No algorithm can replace those.
Navigating the 5X Era – Five Seismic Shifts Reshaping Global Corporate Communications
Another highlight was the session led by Jim O’Leary, Global President of Weber Shandwick Collective. He introduced the idea of the “5X era” – the five economies reshaping communications: attention, stakeholder, creator, experience, and intelligence. He shared a sobering statistic that only 17% of CEOs feel their communications teams are ready for the challenges ahead.
Jim spoke about how much of our future impact will depend on how we adapt to the intelligence economy, where AI, automation, and data will reshape nearly everything we do. His advice was practical: start by mapping the tasks that can be automated and build from there. I appreciated his reminder that the communicators who thrive won’t be those who resist AI, but those who learn to use it thoughtfully. Yet what resonated most was his closing thought that judgment, creativity, and intuition remain the human advantage we can’t afford to lose.
No More Excuses: Making Measurement Work
In the panel “No More Excuses: Making Measurement Work,” together with Johna Burke, David Lian, and Felicia Nugroho, we explored what it really means to make measurement part of everyday communication, not an afterthought.
For me, the key takeaway is simple: measurement isn’t about showing results, it’s about demonstrating value. When we link our work to business outcomes, we earn credibility, trust, and long-term support from leadership. And while limited budgets are often cited as a barrier, they shouldn’t be. AMEC’s free tools and frameworks make it possible for every team to start measuring what matters, no matter their resources.
We also spoke about the cultural shift that’s transforming our field – moving beyond vanity metrics and embracing data as part of the creative process. Whether it’s integrating AI and GEO data or developing custom analytics frameworks, progress requires bravery. Because a graph that dips isn’t failure; it’s insight. The only real mistake is not measuring at all.
Reputation, Risk and Resilience: Unlocking the Enormous Material Value of True Crisis Preparedness
This session stood out for its honesty about what crisis preparedness really means today. From geopolitical tension and climate emergencies to cyber threats and disinformation, the speakers Rod Cartwright, Tina McCorkindale, Christina Fosgard, and Justin Kerr painted a clear picture of just how complex the world has become for communicators.
What resonated with me most was the idea that a crisis is not necessarily a catastrophe, but a moment of decision. Data shared during the session showed how companies that fail to prepare can lose up to 15% of their share value after a major incident, but those that plan ahead can turn moments of risk into opportunities to demonstrate leadership and integrity.
The key takeaway for me: crisis preparedness isn’t a checklist, it’s embedded in the organisation’s culture. It lives in the relationships we build, the clarity we bring, and the empathy we lead with when pressure is at its highest.
Day 1 Special Guest – Dr Pawan Agarwal and the Mumbai Dabbawala System
Hearing Dr Pawan Agarwal speak about the Mumbai Dabbawalas was one of the most memorable moments of the summit. His energy and passion filled the room, and within minutes, everyone understood why this 135-year-old delivery network is admired around the world. The Dabbawalas deliver 200,000 home-cooked meals across Mumbai every day, with an error rate so low it’s earned them six-sigma recognition.
Dr Agarwal explained how this precision is built not on technology, but on discipline, ownership and human connection. He spoke about how the system has endured everything from floods to fast-changing times, continuously adapting while staying true to its values of reliability and service. It was a reminder that true excellence doesn’t always come from innovation or automation. Sometimes, it comes from community, consistency and pride in doing simple things extraordinarily well.
Closing Day One under the Mumbai Skyline
Day One ended high above the city, at the ICCO Global Awards and Gala Dinner on the Jio Sky Deck. The celebration brought together new faces, old friends, and the global PR community in full celebration mode. We even got to ride on the world’s largest passenger elevator!
The night honoured outstanding campaigns, teams, and individuals shaping the future of communications worldwide. Beyond the trophies, what stood out most was the shared sense of pride, seeing how our industry continues to evolve through creativity, collaboration and purpose.
Day 3: Insights and Closing the Summit
Optimising the Human Algorithm: How GenAI can amplify, not dampen, human connection
Kathy Bloomgarden, CEO of Ruder Finn, explored how AI is reshaping human communication, noting that around 75% of online content today is influenced by machines. She shared how an entirely AI-generated livestream of an Nvidia keynote attracted five times more viewers than the real event – a reminder of how blurred the line between authentic and synthetic content has become.
Her key message was that communicators should view AI not just as a tool but as a stakeholder that shapes what people see, search, and engage with. To stay relevant, content needs to be structured for algorithms yet written for people – emotionally engaging, relatable and trustworthy. Kathy closed by showing how GenAI can be used to strengthen, rather than replace, human connection through personalised, creative storytelling.
Reprogramming PR: AI at the Cutting Edge
This session brought together Chad Latz, Chief Innovation Officer at Burson, and Tristan Roy, Global President of Integrated Solutions and Delivery at Edelman, for a practical discussion on how AI is reshaping PR. Chad spoke about Burson’s “Future Work” programme, which analysed 230 communicator tasks to redesign workflows and guide client transformation. Tristan outlined Edelman’s approach to embedding AI across data, technology, workflow and people, stressing that transformation isn’t just technical, it’s cultural.
Success with AI depends on curiosity and collaboration. Agencies that create space to learn and experiment through initiatives like peer-led “AI Fridays” are the ones showing how technology can enhance, not replace, human insight.
From Boardroom to Battleground: The Rise of Geopolitical Risk
Listening to Matt Stafford, International President of Omnicom PR Group, was a reminder of how closely communication is now linked to geopolitics. With his global experience and strong understanding of markets, he spoke about why communicators need to build confidence in discussing policy and global affairs not as a specialist skill, but as part of our everyday strategic thinking.
He made a compelling case for bringing public affairs into the heart of communication strategy to help organisations anticipate and manage real business risks. More importantly, he encouraged us to see geopolitics not just as a source of uncertainty, but as an opportunity to build stronger stakeholder relationships and earn the trust that gives brands their license to operate. All communications are now political in one way or another so communicators have to be ready to navigate these challenges.
Women in PR: Progress, Gaps, and the Road Ahead
The session on women in PR was moderated by Alison Clarke and featuring Johna Burke, Ipshita Sen, Deepshikha Dharmaraj, and Sophie Simpson. It offered an honest look at findings from the Global Women in PR Annual Index 2025, which tracks representation, equality, and inclusion across the sector.
Flexible work practices have helped retain female talent, yet still too few women make it into senior leadership roles. The panel spoke candidly about the barriers – from the lack of clear return-to-work programmes to ongoing challenges around harassment and accountability.
There was also an encouraging focus on action: stronger mentoring, clearer policies, and a shared responsibility to accelerate change. Equality in PR is a key part of what will make our industry credible and future-ready.
Human & Machine Gatekeepers: Mastering Influence
Brian Keenan, International Head of Insight and Analytics at WE Communications, explored how the relationship between media, technology, and trust is being rewritten. With global trust in mainstream media hovering around 40% (with some local regions showing extreme distrust levels), audiences are increasingly curating their own networks of reliable voices across platforms. The result is a decentralised influence landscape where Gen Z now turns to YouTube, TikTok, and Substack as primary news sources, while legacy outlets experiment with AI tools and avatars to stay relevant.
He also spoke about the growing role of AI as both a filter and a force in shaping visibility. LLMs predominantly rely on non-paid media for citations, meaning communicators must think beyond placement and focus on structure, credibility, and accessibility. The takeaway was clear: in an era where humans and machines share control of the information flow, influence depends on how well we build trust with both.
Day 2 Special Guest – Soha Ali Khan
An accomplished actress, author and public figure in India, Soha Ali Khan reflected on her journey from finance to film, authorship and podcasting. She spoke about her show All About Her, which explores women’s health and wellbeing topics often left out of mainstream conversation. What stood out was her openness about balancing authenticity with privacy and the challenge of sharing personal stories without overexposure in an age of constant visibility.
She also spoke about how communication itself is changing (from social media to AI) and how technology is reshaping the way we connect. While she embraces AI for learning and productivity, she reminded us that its greatest value still depends on the human side: empathy, curiosity and imperfection.
Closing the Summit
We closed the 2025 ICCO Global Summit in the best way possible – with the AMEC x Muck Rack networking drinks. The evening brought together delegates for a relaxed end to three packed days of discussion, awards, and ideas. It was great to unwind and catch up, raising a glass to future collaboration, and a great reminder that community is what moves our industry forward.
The summit concluded with the announcement that next year’s ICCO Global Summit will take place in Milan, Italy (28–30 October 2026). Leaving Mumbai, it felt clear that while tools and technologies will keep changing, what truly shapes our work are the conversations that challenge how we think, and the people willing to have them.
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