Ketchum: PR a secret weapon that deserves seat at top table says Ketchum CEO Sera Holland

Appointed UK chief exec at the communications agency in September, Holland tells The Drum why PR is a brand's secret weapon and why paying it forward matters more than ever.Leadership in marketing communications is often described as a tightrope walk, requiring a delicate balance between the rigid disciplines of strategy and process and the freedom of creativity. Few demonstrate this balance better than Sera Holland, UK CEO of global communications agency Ketchum. Her career is an intriguing combination of entrepreneurial ventures and groundbreaking comms campaigns coupled with a relentless drive for innovation, offering a masterclass in blending process with ingenuity.Born in Bolton, Holland's leadership ethos can be traced back to her formative years in London, where she worked at Coalition, a PR and music management firm led by founders Tina and Rob Partridge. Immersed in a close-knit, entrepreneurial environment, Holland witnessed firsthand there how creativity and structure can happily coexist to deliver results.Read more here