Andy Rowlands, who leads Accenture’s external corporate communications across EMEA, discusses the company’s return to European sports partnerships, the growing value of human talent and trusted voices in an AI-driven industry, and how Meltwater’s credible data and insights support effective communications planning.
1. What was your personal PR highlight of 2026?
2. What might surprise comms leaders in the next two years?
3. What is something you believe about AI in the communications industry that some communication professionals probably would disagree with?
4. What is the biggest benefit of using the Meltwater platform for your team?
1. What was your personal PR highlight of 2026?
My 2026 highlight has undoubtedly been seeing Accenture re-enter the world of sport in Europe across tennis, golf and football.
The announcements of our partnerships with the Women’s Tennis Association and golf governing body the R&A were amongst my highlights of 2026, and not just because I am a big sports fan! The internal buzz has been just as exciting as the external one and the opportunities to engage with media, clients and partners in a different way has been exciting to see.
Add to those our new partnership with English football league team Salford City FC and our existing work with the NFL and we have a really exciting portfolio. As we help each organisation reinvent how they engage with their players and fans, it'll create new opportunities to tell their stories for years to come.
In addition to this, working with our talented comms team across the globe is a constant highlight that it would be remiss of me not to mention!
2. What might surprise comms leaders in the next two years?
We’ve all seen headlines about the potential for AI to replace entry level roles and many companies have reduced opportunities at that level as a result.
I think one of the ‘surprises’ over the next couple of years will be a talent shortage at the mid to junior levels of our profession as this reduced hiring moves through the experience ladder. Our communications profession thrives on new, fresh ideas and new, fresh talent is critical to that.
A second healthy surprise will be the comeback of entry level hiring. This generation has grown up using AI tools so will bring that skill into the workforce, but will probably need, instead, to be coached on boosting their human skills not their tech skills.
Indeed, the communicators who thrive will not be the most tech-fluent. They will be the ones with the deepest human networks, the sharpest instinct for narrative, and the credibility to say something others won't. In a world flooded with AI-generated content, a trusted human voice will become a scarce and premium asset. Scarcity, as any economist will tell you, drives value.
3. What is something you believe about AI in the communications industry that some communication professionals probably would disagree with?
The pace and scale of what AI in comms can do is not slowing down. It will be able to do things that we can’t even imagine today. That prospect will energise some people and scare the life out of others. Our industry will include both types of people in the future.
There will be backlashes against AI, there will be evangelists preaching full AI adoption. Trust and responsibility will only grow in importance. Getting the right balance between what AI can do and what AI should do will be vital.
4. What is the biggest benefit of using the Meltwater platform for your team?
Meltwater is our eyes, ears and data goldmine.
AI tools can do wonders in terms of analysing and presenting data and insights, but they would be useless without the solid, credible information that we gain through Meltwater.
We are seeing new and more impactful ways of visualising our data through Meltwater which helps us to stay on top of emerging trends and plan ahead effectively.
About Andy Rowlands
Andy is an experienced corporate communications professional with a strong track record of leading country and international PR teams. Based in London, he currently leads external corporate communications across Europe, the Middle East & Africa for Accenture, the global professional services company.
Andy's expertise lies in strategic communications, media relations and reputation management across complex, multidisciplinary organizations. He has successfully led a wide range of strategically significant initiatives including the development of impactful thought leadership campaigns, executive profiling of board level executives and corporate rebranding. Prior to Accenture he worked at global engineering firm Arcadis and top PR firms including Burson-Marsteller where he specialized in technology, professional services and crisis related client work.
Andy holds an economics degree from the University of Bath. He has a strong passion for technology and its impact on society and ensures he stays up-to-date with the latest tech trends including AI. Andy has been recognized for his exceptional leadership skills, receiving several industry awards including Best In-House Media Relations Team, Best Use of Thought Leadership and Corporate Communications Professional of the Year.
In addition to his professional achievements, Andy is actively involved in his local community. He managed his son's football (soccer) team, Hemel Hempstead Town Youth FC, for over ten seasons and is a run director at his local parkrun.
