The Innovator 25:

Bibi Hilton

MD

Golin
London

“Just do it and ask for permission afterwards”

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Bibi Hilton took charge of Golin’s standout London operation in 2015, and has since set about putting her unique stamp on an agency that was already in fine fettle. Indeed Hilton’s leadership has been to the industry’s benefit, thanks to her tireless advocacy for gender equality and diversity, which have a string of initiatives aimed at tackling the gender pay gap and improving minority representation. During her three year tenure as MD, she has launched Golin’s first ‘Returnship’ programme, new flexible working practices and created Golin B&B to cover accommodation costs for Golin’s interns. She was also included on Management Today's 2017 Power Part-Time list and stands as a visible, and welcome, example of female leadership at the top of the agency tree.

How do you define innovation?
Developing a solution to a problem before it becomes a problem. 

Most innovative PR/comms campaign you’ve seen in the last 12 months?
Netflix and Ikea have done some really inspiring and innovative work this year.

What brands and/or agencies are most innovative when it comes to marketing/PR?
The social platforms, in particular Facebook, still lead the way in engagement and influence.

Describe a moment in your career that you would consider ‘innovative.’
There are two moments I'm really proud of. Firstly, being a part of the team that launched Golin's pioneering (and now much copied) specialist g4 model in 2011. Secondly, launching 'Golin B&B' this year to offer paid accommodation to our interns to help tackle the lack of social diversity in our industry. 

In what area of marketing/PR do you see the most innovation?
Planning & analytics.

How would you describe the communications/PR industry’s level of innovation?
More innovative than other marketing disciplines.

Where do you see the greatest opportunity for marketing & PR to become more innovative?
Planning & analytics.

Who most influences how innovative a brand’s marketing/PR is?
Usually a mixture of the above (CEO, CMO, agency).

Who is your mentor and why?
Matt Neale. For his dress sense, ability to always ask the right (if often annoying) question and refusal to accept mediocrity. 

How do you find inspiration?
From my team.

What is your advice for people seeking to bring new ideas, ways of doing things to their organizations?
Just do it and ask for permission afterwards.  

In your opinion, what’s the most innovative place in the world?
I'm lucky enough to live in the most innovative city in the world.

What’s your favourite time of day and why?
Listening to the Today programme on my morning walk to the tube. It gets my brain ready and whirring for the day ahead.