Founded in 2015, the Global Communications Alliance (GCA) is a network of proudly independent communications agencies, and earlier this month, members of the GCA, which was co-founded by PLMR, gathered in Rotterdam for an inspiring and energising conference.
Hosted by our brilliant partners at Bijl PR and set against the backdrop of one of Europe’s most architecturally diverse and forward-thinking cities, this year the conference brought together communications professionals from eight agencies spanning more than 30 countries, to share knowledge, explore trends and discuss how we can collectively positively influence the future.
Across three days of workshops and keynote presentations, several key themes emerged – each reinforcing the growing responsibilities and opportunities that modern communications professionals face.
Polarisation, trust and the role of communications
In light of growing political and social polarisation, connection was the theme of this year’s conference and it was this powerful idea that framed most conversations. This enabled us to explore case studies, delivered by GCA agencies, that showcased communications as a tool to overcome local resistance, including included examples in the education sector from PLMR, industrial and chemical plants from Bijl PR and more.
What is clear, regardless of the sector, when grappling with issues inflamed by political and cultural divides, we, as communicators, must champion dialogue, create space for diverse perspectives and prioritise trust-building over making noise. The standout quote for me: Polarisation isn’t about disagreement, it’s about mistrust, so we don’t need lounder voices, we need earlier conversations.
Building connection through purpose-led campaigns
As digital platforms continue to revolutionise how we communicate – offering scale, speed and reach like never before – it is essential we don’t lose sight of the power of real-world, human connections.
This was brought sharply into focus by Jolanda van Gerwen, founder of Join Us, who spoke about the loneliness crisis affecting young people. It highlighted the delicate balance between the pros and cons of our digitised society but also reminded us how human connection and engagement shouldn’t be supplementary, it should be essential.
This was also reinforced by Pieter Kuijpers, owner and strategy director at More2Win, who shared how sport can be an effective vehicle for purpose-driven campaigns. His stories reminded us that shared passions – like sport – can cut through barriers and reach audiences in meaningful and emotionally-resonant ways.
Together, these sessions challenged us to think beyond the traditional goals of media reach or access to policymakers. So, while we are often tasked with reaching national press or policymakers, real impact often begins in communities – on the ground, in person and through trust and connection.
The power of data-driven storytelling
Shifting gears to consider how we tell stories and generate buy-in with clients, we heard from André Manning, Director of Communications and Public Affairs at Tata Steel, Netherlands. André shared the company’s holistic and data-driven approach, stressing that while communications is often seen as the problem-solving team, not everything is for us to fix – consideration must be given to HR, finance, leadership and wider operations, which we can then communicate.
He also spoke of measurement and data, and how internally this is used not only to inform campaign development but to generate understanding and buy-in in the board room. It’s a helpful reminder, in a challenging market to articulate a rationale and demonstrate rational with our account teams, clients and the people they report into.
Embracing AI
We all know, AI is no longer the future; it is the present, and considering its role in communications we explored how each agency is navigating this rapidly evolving landscape. From practical applications like content generation and media analysis, to deeper challenges around ethics, transparency and human oversight, AI has the power to radically shift our ways of working and capabilities, but it also requires careful consideration of how we ensure emotional intelligence and nuance remains, and how we safeguard and evolve professional development and training so that this too remains relevant.
Looking forward
The GCA’s strength lies in its collaborative spirit. Together, we discussed forward planning for the network – how we can better serve global clients through local expertise, and how knowledge-sharing between agencies can continue to elevate our work. As international issues grow more interconnected, so too must our approach to everything we do.
The 2025 GCA Conference affirmed something we’ve long known – that communications is not just about what we say, but how we listen, connect and adapt. Whether through AI innovation, data intelligence, social insight or creative storytelling, our sector has the tools, and the responsibility to shape a more connected and informed world.
A huge thank you to Bijl PR for their hospitality, and to our GCA chairs, at Agenda and Credo, and partners for their ideas, energy and vision. Here’s to another year of collaboration, innovation and impact.
