Young PR Professional of the Year

Since joining Lansons in November 2003 as an account assistant, Katie Hayward has risen rapidly through the ranks. In July 2008 she became the youngest equity partner at Lansons, heading a team with a total fee income of £745,000

Her expertise has been honed mainly as a consultant of ‘big movement’ campaigns for large financial brands. She led the team that launched the first Scottish Widows Pensions Report five years ago. This campaign has maintained momentum year on year and positioned the brand as a leading authority on pensions issues. It also led to the Women and Pensions Report and highlighted a pensions gender gap.

Hayward worked on the account for More Than, launching a young driver insurance policy for 18- to 25-year-olds that offered a discount if a car was not driven between 11pm and 6am. The campaign focused on accident rates of young drivers at night, turning it into a road-safety initiative and linking the story to the product. Other noteworthy campaigns include the merger of Lloyds TSB and HBOS in 2008, when Hayward worked with a team to ensure comms on the merger were adapted for the consumer and personal finance press. The team also created a microsite on the merger, offering consumers information and answering their questions.

"Her rise at the agency has been quick and ferocious and she has a true love for what she does"

Hayward’s creative talents lie in translating complicated financial issues into successful campaigns, advising senior clients on these issues, and ensuring the campaigns remain relevant, such as in the case of the Scottish Widows Pension Report.

Within Lansons she is part of a media excellence group that keeps up to date with moves, trends and leads on media relations. She also works on a group that advises the agency on leading consumer trends. Her colleagues benefit from her mentoring skills and she oversees three account executives, advising them on their accounts and furthering their careers.

Colleagues describe her as ‘inspiring’, ‘totally professional’ and ‘100 per cent committed to the very end’. Her bosses have been impressed by her rapid progress, and she aims to develop skills in corporate issues and crisis comms to advance her career at Lansons.

"Her rise at the agency has been quick and ferocious and she has a true love for what she does"
Lalla Dutt Creative director, BGB & Associates