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Peter Finn, CEO, Founding Managing Partner, FINN Partners, opens up about the agency, how acquisitions made over the years have deepened the talent pool and memories of his father David Finn.

What has been the journey of FINN Partners since 2011?

As CEO and founding managing partner of FINN Partners, I am proud to reflect on our journey since our establishment in 2011. FINN Partners has expanded organically and via acquisition into one of the largest independents in the US. There’s a strong consumer practice, including deep domain expertise in fashion and beauty and travel and lifestyle marketing; a fast-growing global health capability capable of competing with the best specialist firms; a tech practice that was the stellar performer of 2021; and specialist offerings in the arts and in education.

Our agency was born out of a desire to create something different. From humble beginnings as a small community of colleagues who trusted each other, we have grown into a global agency with over 1,400 employees working across 33 offices worldwide. Throughout this journey, we have remained true to our core values of caring for people, ethical behaviour, inspiring change, championing justice and equality, and rallying around companies and causes to solve the most pressing social problems. These values have served as our North Star, guiding us through the most complex challenges posed by the pandemic, climate crisis, and racial divide.

At FINN Partners, we believe that people are the heart and soul of the agency. Our growth over the past decade is a testament to the power of coming together around a shared vision and core values. We have built a genuine culture of caring with passionate people who “Work Hard and Play Nice” and share the mission to make a difference in the world. Our commitment to diversity, equity, and inclusion is a fundamental part of our core values, and our industry standard-bearing DEI program, Actions Speak Louder, continues to drive real results.

Since its inception, FINN Partners has made over 30 acquisitions across the world. In what ways have these acquisitions helped the agency expand and deepen its talent pool?

30+ acquisitions across the globe have helped us expand and deepen our talent pool. These acquisitions have allowed us to bring in diverse expertise and experiences from different industries and regions, enabling us to offer more comprehensive and customized services to our clients. We have been able to grow our agency’s capabilities, expand our reach, and bring in talented professionals with unique skill sets, ultimately helping us achieve our mission.

How have you seen the talent pool change, evolve and adapt to the rapidly-transforming PR landscape? What innovative ideas/execution methods are the new generation of talent bringing to the table?

The new generation is more tech-savvy, data-driven, and socially conscious, which has enabled them to adapt quickly to the rapidly-changing PR landscape. They are using cutting-edge technologies and tools to analyze data, track performance, and measure the success of PR campaigns. Moreover, the new generation of talent is bringing fresh perspectives and ideas to the table, which are challenging the traditional PR approach. They are focusing more on storytelling, brand purpose, and social impact, which are resonating with audiences and driving positive change.

Tell us about FINN Partners’ acquisition of SPAG Asia

The acquisition of SPAG Asia has been a significant move that has bolstered FINN Partners’ global healthcare operations and presence in the Asia-Pacific region. With this merger, SPAG has become Asia’s largest health innovation and communications agency, which is a tremendous achievement.

This acquisition has positioned FINN Partners as one of the world’s largest independent health practices, with nearly  USD 50 million in revenues and over 1,400 employees worldwide, including 150 professionals based in Asia. The addition of SPAG has also increased the company’s global service capabilities and offerings for clients, which is a significant advantage.

It is worth noting that there were no staff redundancies or client conflicts resulting from the acquisition, which indicates a seamless integration process. This move is a testament to FINN Partners’ commitment to delivering excellent services and value to its clients, and is a significant step towards expanding its presence in the healthcare industry.

Your father, David Finn, a dominant figure in creating the modern public relations industry, was also a painter, photographer and sculptor. What were the industry lessons you imbibed from him? Do you have any creative passion that you pursue?

One of the founding core values of FINN Partners is that we should work every day to make the world a better place. Every employee of FINN Partners is aware of this.

I was inspired by this belief by the idealism of David Finn, who was not only my father but also my boss, my business partner, my mentor and my best friend. When he was 47, he wrote a book called The Corporate Oligarch. He ends that book reflecting:

“Of this, I am sure: if the corporate oligarch does not, in the years ahead, create a new sense of purpose in his business, he will not be able to commit the full resources of his organization to the betterment of man. If, on the other hand, he realizes the promise shown by a few pioneers, he will succeed one day in transforming the corporation into a vital public institution worthy of the dedicated efforts of the nation’s ablest citizens. No leader of men could ask for a greater opportunity.”

I thank my father for never giving up on his idealism, and for passing this on to me.

Unlike my father, I am not an artist, but the arts are very important to me. Twenty-five years ago, my wife and I created a non-profit arts organization called the Catskill Mountain Foundation, one of the largest multi-arts organisations in upstate NY. It now presents more than 80 performances a year, shows over 50 films per year, runs a year-round studio art school that attracts students from around the US, and hosts arts residencies every year.

How do you see Asia as a part of your growth journey in the coming years?

Asia is paving the way for global health innovation, and clients that are eager to engage can generate greater value by taking bold and strategic action in the region. The region’s rapid economic growth, technological advancements, and innovations in the healthcare sector pose a great opportunity for FINN Partners to establish a strong footing for its healthcare and technology practice.

Consumer confidence in the vibrant Asia region, supported by the world’s strongest economic growth also opens for growth of our other sectors, from Consumer to Financial communication to Education. We also believe that Asia’s diversity will bring new ideas in the area of Sustainability and ESG, helping drive expansion of our Purpose and Social Impact offering around the world.