Brandjacking – the appropriation of a brand’s image or messaging – has evolved into one of the most intriguing opportunities in modern marketing and public relations. In today’s fast-paced digital landscape, where social media and viral culture dominate, brandjacking allows companies to insert themselves into cultural conversations and capture public attention in unexpected ways. Far from being only a reputational risk, this tactic can be a powerful tool to increase visibility, spark engagement, and position a brand at the center of trending debates. When executed with creativity and awareness, brandjacking transforms into a unique chance to connect with audiences and showcase a brand’s relevance in real time.

At its core, brandjacking works by latching onto existing trends, topics, or cultural events and associating them with a brand’s image. Sometimes this involves deliberate parody, irony, or even hijacking the messaging of competitors. A recent example is Duolingo, which in May 2025 announced an "AI-first" breakthrough: competitor Lingoda chimed in with a tongue-in-cheek comment in the comments section of its post, which garnered over 17,000 likes and gained viral visibility by capitalizing on its rival's media attention. Another recent case involves so-called "ad hijacking," a practice that emerged forcefully in July 2025, where third parties create advertisements nearly identical to official ones to intercept traffic and conversions. This tactic not only generates confusion among consumers but also erodes the returns and reputation of the targeted brands. When executed well, these operations allow a brand to appear agile, witty, and culturally relevant, generating a wave of visibility and engagement.

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The WCFA is proud to share that our President, Maxim Behar, has been ranked No. 7 in the Top 20 Business Influencers in Bulgaria for 2025, according to the independent global ranking platform Favikon.

This recognition highlights Maxim’s outstanding contribution to the global communications industry, his active thought leadership, and his consistent presence across international media and social channels. With more than 30 years of experience in PR and social media, Maxim continues to shape the future of public relations with his expertise in leadership, ethics, and global communication.

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In today’s landscape, leadership visibility is no longer optional – it is a cornerstone of modern public relations strategy. As trust in institutions continues to fluctuate, audiences increasingly look to individual figures – particularly CEOs – for guidance, values, and authenticity. In 2025, the role of the CEO extends far beyond operational oversight: they are now expected to be visible, vocal, and human.

CEO personal branding is about strategically positioning the company’s leader as an extension of the brand itself. This is not mere ego-marketing. Research consistently shows that CEOs who engage directly with stakeholders – via LinkedIn posts, podcast appearances, interviews, or authored content – build stronger emotional connections with customers, employees, investors, and the media. In fact, a recent survey found that over 65% of consumers are more likely to trust a brand whose CEO is active and transparent on social platforms.

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In recent years, influencer marketing has transitioned from a niche digital tactic to a central pillar of modern brand strategy. In 2020, the global market was valued at $9.7 billion, and by 2025, it is projected to reach over 30 billion. This rapid growth is fueled by shifting consumer behaviors: millions of users engage daily with content creators not only for entertainment but also for inspiration and  purchase decisions. Over 40% of global consumers now discover new brands through influencers on a weekly basis, with trust in creator recommendations reaching nearly 90% in countries like Brazil.

As brands increase their investment in sponsored content – often allocating over 10% of their marketing budgets to influencer campaigns, they are also facing new challenges. Saturation of content, platform volatility (such as the potential ban of TikTok in key markets), and decreasing organic reach make visibility more competitive than ever. This is where public relations and communications agencies are proving their lasting relevance.

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Article by Lars Voedisch, Founder of PRecious Communications

With over two decades of experience in corporate communication and leadership positions across various organizations, making significant contributions, Thabisile Phumo made waves with her expertise and innovative approach to corporate communications.

Today as the Executive Vice President: Stakeholder Relations at Sibanye-Stillwater and Executive Committee Member of the World Communications Forum Association, Thabisile leads from the forefront.

Let us learn more about Thabisile’s professional life.

The Journey Begins

Thabisile Phumo had always planned on pursuing an academic career after qualifying as a corporate communications practitioner 27 years ago. This because her career began at the University of South Africa where she was exposed to academics leading in the communication field. However, with limited experience, she decided to venture into the industry first, believing it would benefit her future academic aspirations.

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Article by Zsofia Lakatos, Managing Director at Emerald Public Relations (Hungary) and WCFA Global Advisory Board Member.

I was recently judging a prestigious communications competition and was shocked to find that there is still no healthy link between the advertising and PR professions. What’s more: there is no relationship at all.

Better and better communication solutions are submitted to the jury - but all of them are sorely lacking something to make them truly effective, truly rounded. I suspect this is because many advertising professionals have no idea what PR people do. Years ago, when I worked for a large communications agency, my colleagues and I used to have a lot of fun being cautiously eyed by people in other divisions. They would come and look at us like we were bazaar monkeys.

Being interesting to others would not be a problem. If they would take - and we would take - that one step to bring us closer to the other. I'm genuinely interested in what goes on in the mind of a creative director, how a digital professional works and what a media buyer does all day. I'd like to believe that there are people who are genuinely interested in what a PR professional does all day and why clients pay more or less for their work.

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