Video: Great Minds series - LSBF interviews Kath Easthope, Managing Director of Bite Global

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In a live interview with London School of Business and Finance (LSBF), Kath Easthope, Managing Director of Bite Global – an agency which delivers innovative marketing and communications solutions, spoke about how the industry’s landscape has become more exciting to be a part of.

“I personally believe this is the most exciting time to be in communications,” she said. “The whole landscape we work in has changed […]It used to be that you created a client story and got coverage and were measured on the volume of coverage. But we are now competing with everyone.

“Every single client brief is different now. You have to be able to go into a client’s organisation and change the way they think.”

Speaking with Dr Steve Priddy, LSBF’s director of research and academic dean, Ms Easthope explained the history of Bite and how they became a successful company, what she looks for in a “Biter” (the affectionate term used for their employees), and how the PR industry has adapted to technological advances.

LSBF Great Minds series

As well as offering programmes dedicated to fostering leadership skills, LSBF also endeavours to provide students with insight and inspiration through a number of innovative resources. One of these initiatives is the LSBF Great Minds Series: a collection of video interviews with leading business and political leaders promoting debate on education, employability, entrepreneurship and the economy.

The video series started in 2011 with a conversation with former British Prime Minister Tony Blair, followed by an interview with former Education Secretary Lord Kenneth Baker. In 2012, entrepreneur Sir Richard Branson, founder and chairman of the Virgin Group said that universities worldwide should become hubs to boost entrepreneurship and inspire self-starters to develop their own businesses. In 2014, LSBF spoke to Will Butler-Adams from Brompton Bicycle, Guy Hayward-Cole from Nomura Bank International, with former British Prime Minister Sir John Major, entrepreneur and investor Deborah Meaden, Google UK sales director Kevin Mathers and BBC Worldwide CEO Tim Davie.

In 2015, LSBF hosted interviews with Andrew Miller, CEO of Guardian Media Group; Jill McDonald, CEO of McDonald's UK; Kevin Costello, CEO of Haymarket Group; Amy McPherson, CEO of Marriott Hotels Europe; veteran BAFTA-winning broadcaster Jon Snow; live chats with Kevin Ellis, Managing Partner of PricewaterhouseCoopers; Guy Hands, Founder of Terra Firma and many others.