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.