A New Model
The communications strategies and tools that communicators need to gain awareness, support, and brand affinity have radically changed. Unfortunately, the traditional PR agency model hasn’t been able to keep up. Burdened by overhead and investments that clients neither want nor need, agencies continue to frustrate their partners. At a critical moment when communications leaders seek deep and committed partnerships, their agency leads have been overwhelmed and stretched too thin, leaving little time to think beyond the immediate challenges.
Due to these profound changes impacting the communications industry, outdated constructs and traditional operating models inhibit the ability to reimagine what is necessary. Purpose-built and carrying minimal overhead, The First Person Collective was launched by industry veteran Will Ludlam in late 2023 with the sole aim of helping clients navigate change with a streamlined partner focused on evolving communications strategies, so they can better connect with important constituents.
First Person has fostered an active community of subject matter experts, thinkers, and doers who operate independently yet are committed to solving challenges collectively. This group of skilled practitioners loves the craft but shares frustration with an antiquated model that limits their ability to deliver great work. The collective community includes brand and channel strategists, content creators, media specialists (both regionally and nationally), creative minds, digital experts, and crisis management professionals who understand that modern storytelling at its best can only happen when paid, earned, shared, and owned media are coordinated—fueling the flywheel that engages audiences and builds brand affinity.
Will Ludlam, Collective Curator
Will has been building and leading teams for more than 25 years. Over that time he's built a reputation for architecting purpose built teams centered around client needs. Freed from the restrictions of the holding-company model that forces clients to pay for overhead and team members they don't want or need, Will now oversees a collective of subject-matter experts and skilled practitioners that span the entire flywheel of the communications marketing ecosystem (translation: if a client has a challenge, he's got someone who can help).
The best part? This isn't a team of mere freelancers, it's a collective of people he's worked with over the years. Members of The Collective represent a growing legion of talent ready to break the old mold and focus on doing great work.
Andrew Cook, Media/Social
Andrew Cook is a seasoned communications strategist with deep expertise in communications strategies, media relations, social impact, and brand communications. Throughout his career at top agencies including Edelman, Weber Shandwick, and Porter Novelli, he has supported global brands such as Airbnb, Amazon, McDonald’s, T-Mobile, and Royal Caribbean, as well as nonprofits like the Gates Foundation, Kellogg Foundation, Amgen Foundation, and the UN Foundation. Andrew has successfully led high-stakes communications efforts, including crisis management during COVID-19 and award-winning brand visibility campaigns, delivering impactful results across media relations, executive positioning, and internal communications, which earned him a PRSA Silver Anvil Award.
Beyond his agency work, Andrew has also focused on media training and driving media visibility for humanitarian initiatives and cause-based campaigns, such as refugee relief and public health.
Meg D'Incecco, Media Strategist
Meg D'Incecco is a well-respected communications leader and interview coach based in New York City. Before launching Circle Back Communications, where Meg provides media training and develops effective communications strategies for clients ranging from global companies to startups, she spent over a decade as senior vice president at Outcast. Meg began her career as an Emmy-award winning editorial producer at ABC News / Good Morning America. She later transitioned into communications at Conde Nast Publications, where she excelled in crisis management and built high performing teams at SELF, Glamour, and the Golf Digest Properties, including Golf World, Golf for Women, and golfdigest.com.
Lauri Hennessey, Public Affairs
Lauri Hennessey has four decades of experience in communications, media, and nonprofit leadership, where she has developed effective communications strategies. Her impressive career includes serving as Vice President of Public Affairs at Edelman, leading Communications at Woodland Park Zoo, working as a news reporter, and serving as a press secretary on Capitol Hill. Lauri has also engaged extensively with arts organizations throughout her career, including collaborating closely with Inspire Washington on the original Cultural Access proposal during her time at the Zoo. As a singer, she has performed in many musicals in her community of Vashon Island. Currently, she is on the faculty at the University of Washington, where she teaches Journalism and Public Interest Communications, incorporating essential skills like media training and crisis management into her curriculum.
Gabe Jacobs, Strategy/Digital
Gabe has spent the past 20 years designing human-centered communications strategies for purpose-driven companies, foundations, non-profits, and social enterprises. Whether supporting global leaders like Microsoft, the Gates Foundation, and USAID, or early-stage startups and community organizations, he has delivered targeted, insights-driven strategies that build, engage, and activate communities, while also providing essential crisis management and media training.
Dennis O'Reilly, Creative
As a creative leader with a background in brand and social strategy, advertising, design, and experiential marketing, Dennis believes it's his job to uncover what’s truly there and why it matters—and make you care. Few things make him happier than delving into clients’ most complex business challenges, especially when those problems can be addressed through simple human truths, humor, or, even better, humorous human truths. His expertise extends to developing effective communications strategies and providing crisis management solutions that resonate with audiences.
Dennis has created award-winning advertising, digital, and social campaigns for notable brands like Acer, Microsoft, Amazon, and T-Mobile. He teaches at SVC and speaks about culture and creative (and creative culture) at impressive events like SIC. Additionally, he offers media training to help others navigate their communications effectively. He also drinks a lot of coffee, so if you want to talk shop while caffeinating, let him know.