Bill Cameron, Head of Design Studio

PA’s Design Studio is my home turf — a strong in-house creative team in London, backed by a flexible network of freelance and agency partners. I lead thirteen talented, multi-disciplinary designers, who bring PA’s ideas to life across 19 global locations through campaigns, events, reports, bids, video, and digital content.

In the past year, I’ve introduced new delivery models, refined our sold-work pricing, embedded AI tools into our process, and upgraded our brand design — helping us work faster, smarter, and with even greater creative impact. Our Post-Launch Creative Enhancement initiative extended the reach of major campaigns, and our AI-powered creative has been recognised in the industry.

For me, culture matters as much as output. I work hard to build a collaborative, motivated team, mentor colleagues, and share best practices across the business. I also stay plugged into the wider in-house agency community, swapping ideas and keeping pace with emerging trends.

What I’m most proud of is that we balance creativity, craft, and commercial awareness — not only telling PA’s story and helping win work, but doing it in a way that’s enjoyable and sustainable for the people creating it.