Very rarely in life do you get to choose a brand new comms team from absolute scratch. You normally inherit folk and work with what you've got. But what if you had a blank sheet and the chance to choose. Who would make the cut?

by GUEST EDITOR Ben Capper

Let’s just say you were creating a Comms team totally from scratch.

Let’s also say it can only include three people.

Sure, you could always buy in a bit of agency time here and there, but that’s essentially your lot.

Who makes the cut? Who doesn’t? Why so?

Would this be the same as it would have been five years, or even a year ago?

How do we future-proof ourselves? What experience, and what attitudes would you want to see?