Leadership Lessons with Laura Price, Director of Marketing & Digital and Partner at Pagefield

Senior Consultant and Head of Digital Daisy Hughes recently sat down with Laura Price, Director of Marketing & Digital and Partner at Pagefield, to discuss the evolution of digital communications, the role of AI in strategy development and how agencies can lead with purpose in an increasingly complex landscape.

With a career spanning marketing communications, brand reputation and digital strategy, Laura brings sharp insight into how communications is changing and how agencies can help brands cut through with clarity and credibility.

What current trends in digital communications do you see having the greatest long-term impact, and how are they reshaping audience engagement?

We’re seeing a continued shift away from mass reach and towards meaningful engagement. Community-driven content and human-centric storytelling are taking centre stage. Whether through short-form video, podcasts or interactive formats, the focus is on value and authenticity. The brands that succeed will be those that listen as much as they broadcast. It’s no longer just about pushing content out – it’s about creating space for conversation.

Content is also becoming more decentralised. We’re moving away from the traditional top-down model of campaign-led comms. Instead, we’re seeing fluid ecosystems where people engage, comment, contribute and even co-create. That changes the role of communicators. We’re not just delivering messages anymore. We’re building environments that allow conversations to grow.

Another important trend is the rise of purpose-led content. People want to see what a brand stands for, and they want to see it consistently – not just in big moments but in the daily rhythm of digital activity. That requires clarity and agility, especially at a time when scrutiny is high. A sudden political shift or cultural flashpoint can change everything overnight. Brands need to be ready.

All of this is changing the way comms teams are structured. Annual static planning is giving way to iterative, real-time strategy. Campaigns need to evolve constantly, responding to cultural context and audience feedback.

How is the growing use of AI and automation shaping digital communication strategies and content development?

AI is changing how we work, from predictive analytics and trend tracking to creative production and content personalisation. At Pagefield, we see AI as a helpful tool. It helps us work faster and smarter. But it can’t replace human judgement. What makes digital content effective is emotional connection, and that’s something machines still struggle to replicate.

It’s important to remember that AI doesn’t think like we do. It uses existing content to generate new outputs based on prompts. That’s useful for inspiration and efficiency, but when it comes to strategy, you still need human insight to get the nuance right.

There are tools doing incredible things. I recently saw a fully AI-generated advert for Sephora. It was impossible to tell it was all AI. That works particularly well for stylised visuals and graphics, but when it comes to realism, especially people, AI still has some way to go.

How are social media platforms evolving, and how are you adapting your digital approach to keep pace with emerging platforms and shifting user expectations?

Social media is fragmenting and maturing. It’s no longer about chasing followers. It’s about building relevance with the right audience. The number only matters if the audience is genuinely engaged.

People now use platforms in distinct ways. LinkedIn, for example, has moved far beyond its B2B roots. It’s become a space for personal storytelling. That shift means we need to build content ecosystems, not just one-off campaigns. We think about how a story travels across platforms and formats, while staying consistent with strategy.

We’re also seeing changes in how platforms are used professionally. The decline of Twitter, now X, has affected corporate communications. It was once a cornerstone, but engagement has dropped significantly. Journalists and MPs are using it less, which makes it less effective for reaching key stakeholders. LinkedIn has stepped into that space. The tone is different, but it’s now the go-to for research and visibility among investors, media and political figures.

What are the key challenges brands face in delivering truly personalised digital experiences, and how can they meet rising expectations for relevance and connection?

The main challenge is balancing personalisation with privacy. People want tailored experiences, but they’re also more cautious about their data. That means brands need to be transparent, responsible and helpful. The goal isn’t more tech – it’s better insight. Understand your audience properly and you can personalise in a way that feels human, not intrusive.

There’s also an ethical question around content creation. AI can generate images and visuals quickly and cheaply. But what’s the cost to creative industries? For businesses that want to be seen as ethical and people-focused, investing in human creativity sends a powerful message. It’s about value, but also values.

How is influencer marketing evolving, and what approaches do you believe will be most effective for building credible partnerships?

Influencer marketing is becoming more strategic. It’s not about reach, it’s about resonance. We’re seeing greater focus on values alignment and community engagement. Micro and mid-tier influencers are often more valuable than those with huge audiences, because their followers are more invested.

Long-term partnerships are becoming more common. These allow for better storytelling and more authentic brand integration. That’s why influencer work fits so well within PR agencies. At Pagefield, we’re used to managing relationships, aligning values and building trust. That’s the foundation of effective influencer engagement. It’s not just about finding someone popular – it’s about nurturing partnerships that last.

With so many new tools available, how do you ensure your use of technology supports rather than compromises meaningful and authentic communication?

For us, it’s about intentionality. We ask whether the tool helps us tell the story better, connect with people or improve accessibility. If it doesn’t do those things, we let it go. Technology should support the fundamentals of good communication – empathy, clarity and purpose.

It’s also worth saying that new tools don’t just replace job roles. They create new ones. As AI becomes more common, we need communicators who can work with it, who can write effective prompts, interpret AI outputs and apply those insights strategically. That’s a real opportunity. It opens the door to people from different backgrounds and helps us evolve the industry in a positive way.

About Laura Price
Partner, Pagefield

Laura Price is a Partner at Pagefield, a strategic communications consultancy based in London. With expertise spanning marketing communications, brand reputation and digital strategy, she helps clients navigate complex challenges and tell their stories with impact. Laura leads Pagefield’s Marketing & Digital practice and plays a key role in shaping future-facing strategies for clients across corporate, consumer and not-for-profit sectors. Known for her clarity, strategic thinking and collaborative approach, Laura is helping define what modern communications looks like in a digital-first world.