As Immediate Past President of IPREX and Founder and Chief Executive of AM O’Sullivan PR in Cork, Ann-Marie O’Sullivan has led through an extraordinary period of change for our global network. In this Q&A, “Leading Through Change: Reflecting on Three Years as IPREX Global President,” she looks back on the lessons, challenges, and moments that shaped her tenure and the relationships that strengthened our community along the way. Her reflections offer a grounded, optimistic perspective on what it means to steer a global communications network through uncertainty while keeping people, purpose, and partnership at the centre.

On joining and leading IPREX

Q: Can you take us back to the beginning — what first drew you to IPREX and what made you want to take on the Global President role?

AM O'Sullivan PR joined IPREX in 2019 and, as I recounted in Singapore recently, after our first conference (Washington DC) I felt that I had found my tribe. We initially joined in order to have a global footprint, given that the majority of our clients are multi-nationals. However, what drew me in was the calibre and spirit of the IPREX partners. There is a distinct entrepreneurial generosity within IPREX - everyone is willing to share knowledge to help each other succeed. For me, taking on the Global President role was about giving back to a community that had given so much to us, and to champion the vital role independent agencies play on the global stage.

Q: What did you hope to achieve when you stepped into the presidency three years ago, and how did those ambitions evolve over time?

When I stepped up as Global President three years ago, my primary goal was to consolidate our network following the impact of Covid. However, during my term the economic landscape shifted completely, while the arrival of AI brought fear, uncertainty and excitement for partners.

The change in the world order brought a lot of uncertainty for all of us and IPREX as an organisation also felt that change. As a network, we have been incredibly resilient in the face of global change. Rules-based trade as we knew it is no more; indeed, recent challenges with the cost of fuel are impacting business confidence again.

Q: What does leading a truly global network of independent agencies require that you perhaps didn't anticipate going in?

It requires a profound appreciation for cultural nuance, balanced with a unified standard of excellence. I quickly realised that you cannot manage a global network with a one-size-fits-all approach. Because IPREX is uniquely led by active agency owners who are running busy businesses in their respective markets, you must lead with immense empathy, flexibility, and absolute clarity. You are managing people's most finite resource: their time. Activating engagement across EMEA, The Americas, and APAC confirmed for me that leadership across borders and continents isn't about top-down directives; it's about facilitating meaningful, peer-to-peer value.

On her presidency

Q: What are you most proud of from your time as Global President?

What makes me proudest is how connected our partner community is today. We built a more intentional structure where partners can come together in highly focused ways. Our updated vision calls out this structure: to strengthen independent agencies around the globe through collaboration and shared intelligence in a trusted, connected community.

Q: Were there any initiatives or moments during your presidency that particularly stand out as defining?

The 2025 Global Board Value Proposition Review was a pivotal moment for IPREX. It sparked meaningful changes within the team resulting in a more focused, streamlined structure aligned with our highest priorities.

We also reimagined how we approach partner recruitment, bringing greater clarity and intention to the process.

Q: What was the biggest challenge you faced and how did the network come together to navigate it?

Where to start! ‘Steadying the ship’ is a good phrase to describe my term as we navigated post-pandemic market adjustments, the sudden, disruptive rise of generative AI and the impact of the changing geopolitical environment

My mantra was “focus on value, not cost” and a recurring conversation at Global Board and Executive Committee meetings was whether every partner felt they were getting value for money from IPREX.

Q: How did you approach keeping such a diverse, geographically spread network feeling connected and aligned?

By ensuring that clarity always overrode complexity. IPREX is truly a members network that relies heavily on our regional leadership teams. Having active agency owners serve as regional presidents and committee chairs means that our initiatives are always rooted in real-world, localised needs.

On the industry, how has communication changed

Q: The communications industry has shifted enormously over the last three years. What do you see as the most significant changes?

The operating environment has become immensely complex. We are managing 24/7 news cycles, heightened stakeholder expectations for absolute transparency, and the rapid-fire amplification of social media. Furthermore, there is a distinct shift toward proactive crisis and scenario planning rather than reactive response. Leaders recognise that building brand resilience in advance is no longer optional - it is a fundamental business prerequisite. And, of course, AI and it’s impact.

Q: How has the relationship between independent agencies and their clients evolved during your time as president?

Clients today are looking for deep commercial clarity and strategic counsel, not just tactical visibility. The relationship has evolved from a traditional agency-vendor dynamic to a true trusted-advisor partnership. Clients need agencies that understand their business goals and can integrate traditional earned media credibility with data-driven digital and content strategies.

Q: AI has become impossible to ignore — how have you seen IPREX members respond to it, and what's your personal view on where it takes our industry?

In response to partner feedback, we’ve built a robust collection of tools and insights designed to help partners engage confidently with clients and lead meaningful conversations across their broader networks.

IPREX members have embraced AI with a fantastic balance of curiosity and strategic caution. We are seeing a shift where communicators now have to influence two audiences: the human brain and the machine brain. If your content isn’t structured for AI discoverability, a massive portion of a brand’s digital footprint disappears. However, while AI handles the mechanics and data targeting, it cannot replicate humanity, empathy, or genuine emotion. Authenticity will always outperform algorithms. AI is a powerful tool to sharpen our strategy, and there is no doubt that it can create efficiencies and enhance productivity, but human connection remains our ultimate competitive edge.

Q: Has the value of independent agencies shifted in the eyes of clients? If so, how?

I believe it has. Independence brings an agility, passion, and senior-level counsel that bureaucratic, multinational holding companies simply cannot match. However, independence is only an advantage when it’s connected. Through IPREX, clients get the best of both worlds: the entrepreneurial hunger and local expertise of an independent agency owner, backed by the seamless global reach of our network.

Q: What has surprised you most about how the industry has adapted?

I’ve been incredibly surprised, and heartened, by the sheer resilience and creative courage of agency leaders. When faced with economic tailwinds or massive technological shifts, our industry adapted instantly, proving that PR professionals are among the most agile business strategists in the world.

On how IPREX has changed

Q: How has IPREX evolved as a network over the course of your presidency?

IPREX has evolved into a much more intentional, structurally-connected community. In 2026 the Global Board agreed on three focus areas: Peer-to-peer empowerment, business development through collaboration, and operational excellence. We transitioned from an association of independent firms to a highly coordinated global platform.

Q: Have you noticed a shift in what members want and need from the network compared to when you started?

Yes. When I started my IPREX journey, members primarily sought international reach for client execution. Today, there is a much heavier demand for peer-to-peer business insights. Members want to know how other owners are handling talent retention, profitability, AI integration, and agency growth. The network has become a vital sounding board for agency operations and leadership development.

Q: What investments or changes have been made to how IPREX operates that you're particularly pleased about?

I am incredibly pleased with our investment in people, particularly the expansion of the IPREX Academy and our business development. By giving the rising stars within our agencies access to global training and professional development, we are actively cultivating the global communications leaders of tomorrow.

Q: How has the geographic and cultural diversity of the network grown or deepened during this period?

We have purposefully expanded our footprint in crucial hubs across our three regions of Europe, the Americas, and APAC. But more than just adding dots to the map, our cultural diversity has deepened through active, cross-border collaboration.

On being part of the IPREX community

Q: Beyond the strategic and operational side, what has being part of IPREX meant to you personally and professionally?

Professionally, it has given AM O'Sullivan PR a global sounding board and an unmatched knowledge base, allowing a Cork-based agency to operate confidently on a worldwide scale.

Personally, it has been one of the most enriching experiences of my career. Running an independent agency can sometimes feel lonely; being part of IPREX means you have a global family of peers who truly understand your challenges and celebrate your wins.

Q: What do the relationships you've built through IPREX mean to you?

They mean everything. These are relationships built on mutual respect, deep trust, and shared values. I know that I can pick up the phone and call an agency owner anywhere in the world for advice, a second opinion on a crisis situation, or just a supportive chat, and they will answer, and that works both ways. Those bonds extend far beyond business transactions; they are lifelong professional friendships.

Q: What would you say to an independent agency leader who is considering joining IPREX?

I would say: do not hesitate. If you want to grow your agency sustainably, expand your knowledge base, and give your clients a seamless gateway to the world, IPREX is the gold standard. But remember that IPREX is a network where you get out what you put in. If you enter with a willingness to collaborate, share your intelligence, and actively engage, it will transform your business.

Q: How has being Global President changed you as a leader and as an agency owner?

Leading a global network forces you to look at macro-trends, look over the horizon, and bring those global insights directly back to my team and my clients in Ireland. It has sharpened my strategic clarity and it has made me a more empathetic, patient, and globally-minded leader. It reinforced my belief that no matter how complex the world becomes, clear, authentic, and timely communication remains the ultimate anchor.

Looking ahead

Q: As you hand over to the next Global President, what advice would you offer her for the road ahead?

My advice would be to protect and nurture the unique spirit of connection that defines IPREX. Protect the infrastructure we’ve built, but always lead with warmth and empathy. Listen actively to the regional presidents - they are your ears on the ground. And remember to pace yourself!

Q: What do you believe are the biggest opportunities waiting for IPREX and its members in the next few years?

The biggest opportunity lies in capturing the market share that traditional corporate networks are losing. As clients demand greater agility, authenticity, and senior-level accountability, the connected independence of IPREX positions our members perfectly. By combining our specialised service groups and continuing to master the intersection of human creativity and AI technology, our network is poised for unprecedented growth.

Q: You're stepping down from the presidency but staying in the network — what does IPREX continue to mean to you in this next chapter?

IPREX remains an essential pillar of who we are at AM O'Sullivan PR. And while I’m stepping down as President, I have the privilege to remain on the Global Board as the immediate past president. My presidency may be ending, but my commitment to the IPREX family is as strong as ever.

Ann-Marie O’Sullivan

Immediate Past President of IPREX and Founder and Chief Executive of AM O’Sullivan PR in Cork

Leading Through Change: Reflecting on Three Years as IPREX Global President