Agency Agenda | 'We are a human capital business', says GO's Peter de Kretser

About this episode

Peter de Kretser discusses the evolution of GO Communications and the importance of storytelling in PR amidst technological advancements.

In this episode of Agency Agenda, Peter de Kretser, founder and CEO of GO Communications, unpacks the agency’s journey in Malaysia and beyond. He shares why storytelling remains at the heart of PR, even in an AI-driven world, and how GO is building for the future with new leadership under chairman Andreas. From navigating cultural nuance to forging alliances in new markets including the Middle East, de Kretser also reveals why “the big idea” still makes all the difference.

People in this episode

Guest: Peter de Kretser

Topics covered

• agency journey
• storytelling
• public relations
• AI in marketing
• cultural nuance
• leadership

Keywords

• GO Communications
• Peter de Kretser
• storytelling
• public relations
• AI
• leadership
• cultural nuance

Mentioned in this episode

Organizations: GO Communications, Andreas

Places: Malaysia, Middle East

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