Wendy Lund | The Innovator 25 Asia Pacific 2018
Charting the future of public relations
Innovator 25 NA Wendy Lund

Wendy Lund 

CEO     

GCI Health   
New York    

“We are the most flexible discipline because we have to see around corners.”
In the eight years that Wendy Lund has been CEO of GCI Health, she’s grown the agency more than 500% while also cultivating a culture that earned the firm a consistent spot on our Best Agencies to Work For rankings. This year, it became more clear than ever that GCI Health —under Lund’s leadership —  isn’t only one of the best healthcare PR firms in the US, it’s one of the best midsize firms of any kind. The firm’s patient-centric approach has led to some of the sector’s most innovative work, including a corporate storytelling campaign for Pfizer humanizing its CSR work fighting neglected tropical diseases, an influencer-driven strategy for device-maker Abbott and an unusual media partnership with IHeartRadio, among others. Lund has also spearheaded the firm’s own media partnership — with Redbook — promoting women’s health.

In what area(s) does the PR need to innovate the most? 
Strategy 

How would you describe the communications/PR industry's level of innovation compared to other marketing disciplines? 
More innovative then other marketing disciplines 

Where is the PR industry's greatest opportunity for taking the lead on innovation?
Integrated marketing 

Who most influences how innovative a brand's engagement is? 
CMO 

How do you define innovation? 
The art of creating new ideas and things never thought of before

What is the most innovative comms/marketing initiative you've seen in the last 12 months?
Authentic ads that are empowering to women (i.e. Secret)

In your opinion, what brands and/or agencies are most innovative around PR and marketing? 
P&G

Describe a moment in your career that you would consider 'innovative.' 
Creating various unexpected partnerships and ideas throughout my career

Who do you admire for his/her approach to innovation?  
Michael Bloomberg

How do you get out of a creativity rut? 
I look for inspiration from business books or things I see in regular life.

What advice would you give to the PR industry around embracing innovation?
It's ours for the taking - we are the most flexible discipline because we have to see around corners

What would you be doing if you weren't doing your current job? 
Running a non-profit - doing something different for the world

Favorite book/movie/podcast/article that's directly not related to PR/marketing/business? 
Moulin Rouge