Meet The CEO: Weber Shandwick's Susan Howe

Susan Howe’s rise to CEO of The Weber Shandwick Collective feels less like a career leap and more like a natural next step. She’s been part of the agency’s DNA for over 25 years—shaping its modern identity as chief growth officer, then chief collaboration officer, and most recently as president. Now, succeeding Gail Heimann, she steps into the top job with a clear point of view: reinvention isn’t a one-off transformation—it’s a way of life.

And she’s not just talking about the agency. Howe herself is a walking example of constant evolution. A trained journalist with a sharp eye for a story, she’s spent decades mastering the business of influence—from reputation management to creative storytelling and strategic advisory. Under her leadership, Weber Shandwick is doubling down on that broader remit. It’s not just about PR anymore—it’s about helping brands navigate the messy realities of today’s world, from political flash points to cultural shifts.

But for all the talk of transformation, Howe’s leadership is grounded in something refreshingly human: energy. Not the buzzword kind, but real, infectious optimism—the sort that makes reinvention feel less like a burden and more like an opportunity. It’s a discipline for her. The belief that forward momentum comes from staying curious, staying hungry.

And while she’s devoted much of her career to Weber Shandwick, she’s never been one to stay in her lane. Beyond the agency, she’s a vocal champion for women’s leadership, actively involved in Fortune’s Most Powerful Women community and IPG’s Women’s Leadership Network.

“The future is already exciting,” she says. And you get the sense she means it. With Howe at the helm, Weber Shandwick isn’t just keeping pace with change—it’s aiming to write the next chapter.

Creative Salon: Three months into your new role as CEO - what is your vision for the future of Weber Shandwick?

Susan Howe: Our core philosophy has always been reinvention. So, I’m on this mission of continuous reinvention. I’ve stayed with Weber Shandwick for so many years because we are constantly evolving - not just as an agency, but in how we redefine communications and PR. Our vision is to continue that - to be the agency of the future, to be redefining what's next in communications, to broadening the definition of comms into creative, into technology, into so many different places.

We are relentlessly future-forward while fostering a culture of collaboration. It’s this duality - pushing boundaries while building strong partnerships - that positions us as the agency of the future to serve our clients better by being a collaborative entity and building together.

CS: Every agency talks about being the ‘agency of the future.’ What sets Weber Shandwick apart?

Susan Howe: Our heritage in public relations and earned media gives us a fundamentally different talent composition. We bridge the gap between reputation management and creative storytelling, helping clients navigate everything from brand positioning to geopolitical issues. The diversity of our client requests is a testament to our ability to adapt and lead.

Last year, IKEA and Shelter created the 'Unwelcome Home' doll's house to highlight the harsh realities of children in temporary accommodation. Displayed in IKEA stores in London, Manchester, and Birmingham, it transforms IKEA’s FLISAT Doll’s House to depict the conditions faced by homeless families in England. 


We’re not just creatives - we bring together PhDs, scientific communicators, political strategists, change management consultants, and machine learning analysts. This fusion of expertise allows us to develop solutions that go beyond traditional agency models. While many of our peers focus on advertising or campaign work, we offer a broader strategic partnership that integrates creativity, data, and advisory at the highest level.

CS: You’ve mentioned ‘restlessness’ - an interesting word in today’s volatile business environment. As a new CEO leading through change, what comes first: clients, business, or talent?

Susan Howe: Our mission is leadership - driving innovation for clients while attracting and retaining top talent. Communications today is more complex than ever, and Weber Shandwick is built for that complexity. We integrate data analysts, creative experts, cultural strategists, and political advisors to develop forward-thinking solutions.

During times of great change, leaders have a choice: to feel exhausted or exhilarated. I choose exhilaration - it’s a conscious decision every day.

CS: Weber Shandwick had an exceptional year at Cannes last year. How do you approach creativity in the earned media space?

Susan Howe: Earned media is at an all-time high - but also at an all-time risk. Traditional ways of gaining attention and value are shifting, so creativity must be reimagined. When you think about everything that's happening in the world today, traditional methods of earning attention and gaining value have diminished in impact. We believe creativity needs to look completely different, and ideas are often coming to us through real-time conversations, searching the data and uncovering cultural insights.

Our work for Knorr tackled the insight that one in four people have a gene which causes a bitter taste when eating certain foods. Rebranding these people as 'supertasters,' we launched a 'supercube' which combatted the cause of the issue to help them enjoy a healthy, veg-packed diet.

We differentiate ourselves by not only delivering groundbreaking creative work such as this, but by also providing advisory expertise that helps clients navigate complex conversations and reputational challenges at a time of political divide.

CS: You emphasise optimism and joy—qualities not often highlighted by CEOs but increasingly sought by clients. Does your background in yoga and wellness influence your leadership style?

Susan Howe: Absolutely. I’ve always been naturally optimistic, but I also make a deliberate effort to cultivate that mindset. Self-reflection, wellness practices, and personal growth are integral to how I show up as a leader. Whether it’s yoga or meditation - it’s about balance and bringing a sense of purpose and energy into everything I do.

CS: AI is a dominant conversation in every industry. How is Weber Shandwick leveraging AI for earned media?

Susan Howe: AI is embedded in our approach, but in ways that differ from traditional creative agencies. Our work spans long-form content, stakeholder engagement, and reputation management, so we use AI to develop strategic insights, test messaging impact, and identify white spaces in culture. Our proprietary tool, Culture Compass, scrapes vast digital conversations to determine where brands fit within the cultural zeitgeist.

AI isn’t just about efficiency - it enhances the quality and precision of our work.

CS: Looking ahead, what excites you most about the next three to five years?

Susan Howe: The future is already exciting. While I’ve spent my career at Weber Shandwick, this next chapter is a whole new experience. I’m looking forward to leading in an era of transformation, both for our agency and for the industry.

On a personal note, I’d love to get back to teaching yoga—and finally get a dog. Joy in leadership and in life is key, and I’m committed to both.