2015 PR People Awards: Professional of the Year/Agency

Winner: Victoria Baxter, Weber Shandwick, Senior Vice President, Management Supervisor

Victoria Baxter has shown exceptional leadership in helping Weber Shandwick to grow new business. She has a time-tested, no-stress new business policy that has positioned Weber Shandwick for continued growth.

Even when the stakes are high, competition is tough and the pressure is on, she keeps her calm and focuses on the win. From the moment the RFP arrives to when the final slide in the pitch is delivered, Baxter leads teams to bring the agency’s best thinking and stand-out creativity to each assignment. It’s a style that has colleagues quick to engage on efforts she leads and has contributed to significant growth for the agency.

Baxter is the lead for the Americas regions of Weber Shandwick’s Social Impact team. In this role, she helps specialists in more than 15 U.S. offices and offices in Mexico, Brazil and Colombia connect to opportunities and leverage resources to deliver for clients and win new business.

Facing the largest number of refugees since World War II, the UN Refugee Agency, UNHCR was looking for a team to provide insightful research and a new brand strategy. Baxter brought together a team of research, brand and digital experts to deliver a stronger, more well-known brand that is helping UNHCR better convey its mission, values and impact as it reaches donors, policymakers and supporters.

With news of police brutality and increasing complexity around what privacy means, the American Civil Liberties Union (ACLU) needed to build on its significant legal wins to better articulate to a new generation of supporters how it is safeguarding America’s fundamental freedoms and civil liberties, particularly ahead of its 100th anniversary. Baxter leads the team partnering with the ACLU to develop a new brand positioning that will help ACLU build audiences and contribute to the organization’s continued success in its next 100 years.

Honorable Mentions:

•             Spencer Baretz, Hellerman Baretz Communications

•             Rebecca Honeyman, Hotwire PR

•             Ilissa Miller, iMiller Public Relations