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Emma Linaker shared this“In the attention economy, brands had to be interesting. In the intelligence economy, they have to be useful.” It is a strong line. But it is not a new idea. At Google, usefulness and relevance were not a marketing trend. They were embedded in the company’s core code and culture. When I headed communications there across the UK and emerging markets, that principle was the red thread running through everything: Does this help the user? Is it relevant? Does it make something clearer, faster or easier? Marketers have always known that attention without value is temporary. What has changed is the penalty for getting it wrong. AI can now make every brand sound informed, polished and useful. So “useful” alone is no longer enough. The real brief for marketing in the intelligence economy is harder: - Be useful enough to act on. - Relevant enough to be chosen. - Credible enough to be trusted. - Distinctive enough to be remembered. The winners will not be the brands producing the most intelligence. They will be the ones helping people make better decisions with it. That is not a new marketing principle. It is an old one under much greater pressure. Do you agree? Would love your thoughts below.Emma Linaker shared thisIn the attention economy, brands had to be interesting. In the intelligence economy, they have to be useful. That may be the next great brief for marketing? Jessica Jensen... I think we found our next conversation? Thanks for having me LinkedIn.
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Emma Linaker shared thisFor years, PR has been measured by one question: Did we get the coverage? Today, there's a more important one. What happens after the coverage? Increasingly, your next customer isn't reading every article, analyst report or press release. They're asking AI for a recommendation. That means visibility is no longer enough. Brands need to be understood, supported by credible evidence and easy to recommend. I believe this is where PR, reputation and AI search are beginning to converge.Coverage gets you seen. Recommendation gets you chosen.Coverage gets you seen. Recommendation gets you chosen.
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Emma Linaker shared thisMost board packs get politely nodded at and forgotten by slide three. Not because the numbers are wrong. Because there's no decision in them. Boards don't buy metrics. They buy decisions, and the difference between the two is the whole game in H2. Here's the 6-step framework I use to turn a dashboard into a narrative the room actually acts on 👇
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Emma Linaker shared thisWhat if the best customer experience is... no customer service at all? That was one of the biggest ideas I took away from speaking at HMRC's Summer AI Event in Manchester. Dennis Parker, Keith Nation, Ned Nicol, John Swift, James Mitton, HM Revenue & Customs. Bringing together leaders from government, technology, academia and industry, the conversation wasn't about using AI to make existing processes a little faster. It was about something much bigger. Read all about it in my latest newsletter below. 👇The best customer experience is one that never needs customer serviceThe best customer experience is one that never needs customer service
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Emma Linaker shared thisA fascinating example of what happens when social media is organised around place, not profiles. After Saudi Arabia's World Cup elimination, posting on Jodel rose 105% above the normal hourly rate and remained elevated for hours. The busiest period came around Fajr, while smaller cities sometimes showed greater engagement intensity than Riyadh or Jeddah. Al Mithnab recorded the highest proportion of post-elimination football conversation on the platform. The story is bigger than football. It shows how a national event becomes woven into local life: prayer times, viewing plans, city movement, humour, disappointment and shared reflection. As Richard Gregory puts it: "On a global platform, a match becomes content. On a place-based platform, it becomes local information, emotion and coordination at the same time." A strong read from WIRED Middle East on community, belonging and what a more local social internet might look like. My biggest takeaway: scale tells you how many people reacted; locality tells you what the moment actually meant. https://lnkd.in/eMUAk428Saudi Arabia’s World Cup Exit Became an Internet Block PartySaudi Arabia’s World Cup Exit Became an Internet Block Party
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Emma Linaker shared thisPeter Caprez’s post raised a question we do not discuss honestly enough: What exactly do organisations think they are gaining when they push experience out of the room? I ask this personally, because I am in the H2 part of life myself. But this is not about feeling overlooked. It is about what businesses quietly lose when people over 50 are defined by age before they are recognised for judgement, knowledge, perspective and contribution. Experience is not the opposite of innovation. It is often what helps innovation survive contact with reality. It is pattern recognition when the data is incomplete. It is calm when the room is under pressure. It is knowing which problems are genuinely new, and which are simply wearing new clothes. And when experienced people are pushed aside, all colleagues lose too. They lose mentors, organisational memory and access to people who can help them avoid expensive mistakes and grow with greater confidence. Experience should never become entitlement. Everyone must keep learning, adapting and being accountable. But age should not become shorthand for being less relevant, less ambitious or less capable of change. Peter’s post is a timely reminder that this is not only an issue for people over 50. It is a leadership and business issue. What are we gaining by treating experience as outdated, and what are we losing without even measuring it? Thank you so much Peter Caprez for sharing such a beautiful and well written post about this vital topic.Emma Linaker shared this***Value of Experience in an Age That Often Celebrates Youth*** Lately during my 51 years in hospitality, one question was asked more frequently from time to time: 'When are you going to retire?' I have never really liked that question. It assumes that experience has an expiry date and that leadership is measured in years rather than in contribution. The best leaders don't simply build successful businesses. They build confident people, strong cultures and future leaders over time. Leadership is not about age. It is about purpose, passion and the ability to inspire others. Perhaps that is the real value of experience in an age that often celebrates youth. After passing 70 years of age, I unknowingly realized that I had joined a remarkably small group of hospitality leaders who remained active well beyond the conventional retirement age of 60 - 65. Among those role models who have inspired me are: **Bill Marriott** Executive Chairman Emeritus who built Marriott into the world's largest hospitality company while creating a people-first culture. **Ed Fuller** Former Marriott International Executive who spent 40 years with the company, 22 years as President & Managing Director **Horst Schulze** Ritz-Carlton co-founder who continues to mentor and inspire hospitality leaders in his 80s. **Ian Schrager** Visionary behind the boutique hotel movement and EDITION Hotels, continuing to shape luxury hospitality. **Kurt Wachtveitl** Legendary General Manager who led Mandarin Oriental, Bangkok for more than four decades. **Richard Chapman** One of Bangkok's most respected luxury hotel General Managers. **Kurt Rufli** Managing Director Amari Hotels & Resorts. Lifelong mentor of many young Executives who entrusted me with my first General Manager position in 1990. Each of these leaders followed a different path, but all proved that leadership is measured not by age, but by continued contribution. Experience brings perspective. Perspective builds judgment. And sound judgment is something our industry needs now more than ever. Perhaps this explains why people occasionally ask why I am still serving as General Manager beyond the age of 70. I do what I love, working with people. It fuels my passion, because I fundamentally believe that hospitality is, above all, a human connection. Ed Fuller, my long-time mentor at Marriott International, often reminded us that while our business evolved, success in hospitality is not defined by buildings or brands, but by the relationships we build and the trust we earn. Age may change our perspective, but it does not diminish our purpose. #hospitality #experience #leadership #mentor #mentoring #careers #hotelmanagement #hotels #executives #tourism #travel #hospitalitycareers #learning #education #relationships #socialising #legacy #passion #veteran #impact #generalmanagers #hoteliers
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Emma Linaker shared thisCouldn't agree more Louise Newson.Emma Linaker shared thisThe majority of women say hormone-related symptoms stop them from performing their best at work. This needs to be on employers agenda so we can support women better. That's exactly why we have launched Balance@Work Learn more here: https://lnkd.in/e9r36M_H
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Emma Linaker shared thisAI is making it easier than ever to create more content, launch more campaigns and personalise at scale. But there's one thing it can't create more of: people's attention. As marketers, we have a choice. We can use AI to produce more, or we can use it to make better strategic decisions, stronger creative choices and more meaningful connections with our audiences. That's the real competitive advantage. My latest thoughts below.AI Can Create More Marketing. It Can't Create More Attention.AI Can Create More Marketing. It Can't Create More Attention.
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Emma Linaker shared thisSuch an important topic to discuss. So delighted that we all have passionate, smart and determined women like Katie Eborall raising awareness on this vital topic.
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Emma Linaker liked thisEmma Linaker liked thisEmployers do not need to have every answer. They need a clear, evidence-based pathway: educate employees, train managers, signpost to trusted support, measure what changes and keep improving. That is how policy becomes meaningful action. What is the biggest gap in your workplace today?
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Emma Linaker liked thisEmma Linaker liked thisThis Friday, 31st July 2026, will be my final day with Intuita and more recently post completed acquisition and TUPE into FSP. The acquisition of Intuita created a natural point for personal reflection, and the time is right personally to move on and return to something I have missed greatly: building a business of my own. I leave at a time when the UK market faces some pressing data and AI challenges, and the market moves at such a pace it's alarming. Many organisations are still struggling to: * Move AI from pilot into production. * Data quality and trust remain barriers. * Governance is often fragmented. * Legacy platforms are under growing pressure, while regulation, cyber risk and customer expectations continue to move quickly. FSP is well placed to help organisations address these issues, bringing together data, AI, cloud, cyber and change capability across regulated and critical sectors. If as a connection we were engaged in a potential opportunity can I ask you to connect with Andy Leach, he'll take it from here. I am grateful to the colleagues, customers and partners I have worked with during my time at Intuita and now FSP. The conversations, relationships and shared work have been a real positive and I learnt something new everyday. My next move takes me back to entrepreneurship and the creation of a new business around an idea I care deeply about. I will be sharing more the future over the next few weeks. For now, thank you to everyone who has supported me, worked alongside me or opened a door. I hope we stay connected, and I look forward to working with some of you again in a different capacity. Watch this space. Feel free to reach out, or DM me - I won't be gone for too long.
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Emma Linaker liked thisEmma Linaker liked this⚡️Learned first on Earned First ⚡️ Zeno Group has moved quickly to hire ex-Axicom leaders Matthew Lackie, Lisa Sullivan and Jake Green to help support the independent PR firm's growth after crossing the $150m barrier last year. Lackie, previously Axicom global CEO since 2021, is named Zeno's president for international strategy and global technology. Former Axicom president Lisa Sullivan joins Zeno as MD of the firm's Western region. Green, meanwhile, becomes EVP of strategy after occupying a similar role at Axicom. The trio, who oversaw sustained growth and innovation at Axicom in recent years, arrive after parent firm Burson integrated the tech firm's operations with its own tech practice, leading to the exit of several senior Axicom executives. More via 🔗 in comments Barby K. Siegel David Lian Thomas Bunn Karyn Barr Grant Deady Theresa Bertrand Rebecca Wagstaffe Sarah Ogden
Experience & Education
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BIB Inc LTD
View Emma’s full experience
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Licenses & Certifications
Publications
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Understanding Social Media by Damian Ryan
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Courses
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Arabic Level One
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Projects
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PhotoBox MOTOGRAPHER OF THE YEAR
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Launched on 19th September 2012, Motographer of the Year is my brainchild....With Instagram passing the 100m user mark and photos and videos taken using mobile phones now accounting for 25% of all photos taken, it’s clear that mobile photography is a rapidly growing phenomenon.
It is for this reason that Photobox, Europe’s Number 1 supplier of photo prints and gifts launched their Motographer of The Year (#MOTY2012) competition. A Motographer is a mobile photographer, someone who uses…Launched on 19th September 2012, Motographer of the Year is my brainchild....With Instagram passing the 100m user mark and photos and videos taken using mobile phones now accounting for 25% of all photos taken, it’s clear that mobile photography is a rapidly growing phenomenon.
It is for this reason that Photobox, Europe’s Number 1 supplier of photo prints and gifts launched their Motographer of The Year (#MOTY2012) competition. A Motographer is a mobile photographer, someone who uses their mobile phone to produce beautiful snapshots of the world around them, and Photobox feels that the time has come to recognise the talent that goes into taking a great mobile shot.
The competition is simple. Using the dedicated Motographer of The Year Facebook app on the Photobox Facebook page, users can submit the best shot they’ve taken with their smartphone, be it Android, iPhone, Windows or any other brand. Not only that, but by using the dedicated hashtag #MOTY2012, users can submit entries via Instagram and Twitter, which will be pulled into the app from those networks.
The images will go before a panel of illustrious judges, including Phil Gonzalez (founder of Instagramers.com), Christopher Phinn (Editor of Tap Mag) and Glyn Evans (founder of iPhoneography.com), who will select our finalists to attend the Motographer of The Year Grand Final on December 13th, 2012 in Central London at Instagramers London’s Iconic London 2012 event, an Instagram exhibition that in 2011 was the first of its kind anywhere in the world.
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Doodle 4 Google
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Doodle 4 Google is a competition open to students to create their own Google doodle. This campaign was perfect for Google as the company loves to encourage and celebrate the creativity of young people, and were excited to see the range of inspiring doodles that are submitted.
Google has gone on to host the competition around the world in over 17 countries/regions. I've been amazed and inspired by the doodle submissions in every competitionOther creators -
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Digital Diaries
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An ongoing international research study into how technology is changing childhood supported by an integrated communications campaign
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Honors & Awards
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100 SMARTEST DIGITAL MARKETING LEADERS
World Digital Marketing Congress
Ema Linaker has been awarded as 1 of the ‘Most Influential Digital Marketing Leaders’ by the World Marketing Congress in association with CMO Asia. The 100 SMARTEST DIGITAL MARKETING LEADERS is a result of an intensely researched process undertaken by the research cell, which consists of Post Graduates in History & Management with a combined 100+ years research experience posts their studies. It is the hard work and intense work ethic of the research cell to produce a shortlist of Individuals…
Ema Linaker has been awarded as 1 of the ‘Most Influential Digital Marketing Leaders’ by the World Marketing Congress in association with CMO Asia. The 100 SMARTEST DIGITAL MARKETING LEADERS is a result of an intensely researched process undertaken by the research cell, which consists of Post Graduates in History & Management with a combined 100+ years research experience posts their studies. It is the hard work and intense work ethic of the research cell to produce a shortlist of Individuals who are doing extraordinary work & track the record of their achievements. A Jury comprising of senior professionals from across the globe then reviews the shortlist.
The World Digital Marketing Congress is designed to recognize and share exceptional work done by the Marketing fraternity to take their brands into the digital era. The Congress will also recognize & reward leaders for the pioneering job of online asset creation amongst their peer-set for their brands. With the recent happenings in World Economy, Digital Marketing, e-Payments and Smart Money is the future. The event will be a tribute to all those who believe in the power of digital.
The Criteria adopted in this case are:
• Marketing Competencies
• Strategic Perspective & Future Orientation
• Track Record, Integrity and Ethics
• Commitment to Sustainability (Business, Social & Environmental)
Languages
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Spanish
Limited working proficiency
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French
Elementary proficiency
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Arabic
Elementary proficiency
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How does a story really travel in today's fragmented media landscape? Vuelio's latest report offers a critical playbook for UK PR, comms, and public affairs professionals by tracking five major UK stories to map their complex journeys. For how to navigate (and shape) modern UK media and political terrains, check out 'How news travels in today's fragmented media environment'. https://lnkd.in/ejC82Rbe
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