Podcast: Building the Future: Communication, Reputation, and Innovation That Make a Difference

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In the new episode of the Merca2.0 podcast, Susan Howe, CEO of The Weber Shandwick Collective, reveals how the communication of the future requires innovation, reputation management, and anticipating trends.

AI is transforming the industry, with the potential to contribute $15.7 trillion to the global economy by 2030, according to PwC.
Corporate communication is no longer just about broadcasting messages: today, it revolves around reputation management, technological innovation, and building trust as pillars of competitiveness.
Research by Deloitte shows that 70% of companies believe an online incident can escalate internationally within hours, making it essential to have rapid response protocols and resilient communication strategies.

The communication and marketing industry is undergoing an unprecedented transformation. With the help of artificial intelligence, technological innovation, and increasingly demanding consumers, agencies and brands are seeking new ways to connect and build trust. This was the focus of the conversation with Susan Howe, CEO of The Weber Shandwick Collective, in the latest episode of Merca2.0’s podcast.

During the interview, Howe emphasized that the role of communication today goes far beyond disseminating messages: it involves anticipating trends, managing risks, and protecting reputation in an environment defined by rapid change. “We are using AI to detect conversations before they truly emerge, identify relevant communities, and help brands predict how their messages will be received,” she explained.

The executive noted that thinking in terms of rigid five-year plans is no longer viable. Each year brings transformations from health crises to technological disruptions like AI and robotics that require strategies to be constantly reimagined. However, she affirmed that the key is to maintain a clear direction: innovate alongside clients and uphold reputation as a core business value.

Reputation and growth: the formula for leading brands

Howe highlighted that companies with strong reputation strategies achieve greater long-term growth. Nevertheless, she revealed a challenge: one in five CEOs does not fully trust that their teams are prepared to navigate today’s complex environment.

“Business leaders are aware of the importance of protecting their image and aligning their actions with the values they bring to the market,” she pointed out.

Howe’s visit to Mexico also celebrated 10 years of Weber Shandwick in the country. She noted that Mexico is one of the most dynamic and digitally advanced markets in the region, home to iconic local companies such as Bimbo, Lala, and Liverpool, as well as multinational corporations that see Mexico as a major opportunity.

“The Mexican ecosystem is highly creative and digital, making it fertile ground for innovation and storytelling. More and more local companies want to take their story to global stages,” she stated.

The corporate communication sector is experiencing a period of transformation driven by technology and shifts in social expectations. Today, reputation has become a strategic asset. According to the Edelman Trust Barometer 2024, more than 60% of consumers prefer to choose brands they trust rather than those that simply offer the lowest price. The same report indicates that citizens expect companies to take an active role in social, environmental, and innovation issues, which increases pressure on communication teams.

Moreover, artificial intelligence has become one of the most disruptive tools for the sector. PwC data estimates that AI could contribute $15.7 trillion to the global economy by 2030, and in communication, it is already being used to analyze digital conversations, detect emerging crises, and personalize messages in real time.