Although he originally trained as a journalist, Waddington is now a leading PR consultant and the current president of the CIPR.

He established his name as the co-founder of technology specialist Rainier PR, eventually selling the £2.3m-turnover agency to Loewy, and then founded Speed before joining Ketchum in December 2012.

He’s worked with the likes of The Associated Press, Cisco, The Economist and IBM, and has co-authored or edited four books. He splits his time between London and his 400-year-old farmhouse home in the Northumberland hills.