Arun Sudhaman sits down in Dubai with The Romans’ MENA lead, Joe Lipscombe, to explore why the Middle East risks becoming a “margin outpost” – and how it can instead become a true centre of creative gravity. They discuss the indie invasion of the Gulf, why clients are “crying out” for bigger, braver ideas, the impact of localisation and the rise of Saudi Arabia, and what it really takes to be culture-first in fragmented markets like the UAE and across MENA.

Arun Sudhaman speaks with Aman Gupta, managing partner of SPAG Finn Partners, about the evolution of influencer marketing in regulated sectors — and why credibility, compliance and subject expertise now matter more than reach. Presented in partnership with Finn Partners, the conversation explores how structured scoring models can help brands identify credible voices, counter misinformation, and turn influencer investment into measurable impact.

Recorded days after PRAXIS Asia-Pacific in Singapore, this special Earned First episode —created in partnership with Finn Partners — explores what mattered and what’s next. Arun Sudhaman is joined by Finn Partners' leaders James Brasher and Joyce Liong to break down: moving comms from reactive “crisis saviour” to proactive strategy partner; the in-house/agency handshake on data fluency, business acumen and learning agility; why credibility and empathy become the core currency in an AI-saturated ecosystem (avatars, disclosure, authenticity); and how corporate affairs leaders are reinventing roles, mentoring the next generation, and scaling consultancies without losing culture. If you care about measurement beyond vanity metrics, generational renewal, and building influence with the board, this is your field guide from Singapore’s PRAXIS debut.

The Hoffman Agency’s Isabelle Demaude joins Arun Sudhaman to explore why credibility has emerged as a crucial factor in the AI era. Drawing on her PRAXIS Asia-Pacific panel, Demaude discusses how generative AI challenges authorship and trust, why earned media may be regaining influence, and how cultural intelligence is becoming essential for communicators navigating complex, multi-market realities. The conversation also tackles the tension between corporate conviction and caution in an era of polarization, and what humans still do better than machines: listening, reading the room, and earning belief through empathy and context.

Lars Voedisch, founder and CEO of Singapore-based Precious Communications, explains how a startup mindset, regional expansion and a business-first approach to communications built his agency to 100 people across eight markets. We discuss the practical playbook for scaling in Southeast Asia, why global networks are ceding the mid-market, how AI is reshaping the execution/strategy split, and where Precious is betting next. Voedisch gives tactical advice for new agency founders — land, prove execution, then expand — and argues the future winners will be those who move from campaign work to business advisory.

In this episode Arun Sudhaman speaks with Rochelle Ford, CEO of Page, about the challenges and opportunities facing chief communications officers today. Rochelle explains the Page Navigator — a benchmark and functional framework created by CCOs for CCOs — designed to provide the specific data that leaders need to make stronger cases for resources and structure.

They discuss a central tension: remits for communications are expanding (brand, culture, ESG, data and AI), yet functions are sometimes being restructured or dispersed — sometimes into legal or other teams — risking fragmentation of narrative and influence.

The conversation also tackles measurement — why teams default to easy-to-count outputs like media coverage, how that can change, and what it takes to speak the language of the CFO and CEO. Finally, they discuss geopolitics, the role of communications in risk management and innovation, and why proving action (not performative language) restores confidence in business.

In this episode Arun Sudhaman is joined by Carolyn Devanayagam, head of Weber Advisory for Asia-Pacific and managing director, Singapore at Weber Shandwick. They discuss how geopolitical shifts — from tariff regimes to political rhetoric — are reshaping corporate communications, forcing CEOs and comms teams to take public positions and manage complex stakeholder demands.

Devanayagam argues this environment is simultaneously a risk and an opportunity for Asian brands: those that combine operational strength with cultural humility and purpose can own a seat at the global table. The conversation closes with a practical look at talent: diversified hiring, advisory groups across policy/AI/government, and the balance of tech fluency with human listening and judgement.

Peter Jacob, managing director of Current Global MENA, joins the Earned First podcast to discuss how international PR firms are adapting to a fast-changing Middle East environment. The lure of the region stands in stark contrast to tougher market conditions elsewhere, but Jacob warns comms professionals that a long-term perspective is required for success.

In conversation with Arun Sudhaman, he also reflects on his own journey from business development to agency leadership, and considers how the region’s relative youth is shaping the way PR firms evolve in the Middle East.