The Reputation Room – Détails, épisodes et analyse

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The Reputation Room

Javier Boix

Business & Entrepreneuriat

Fréquence : 1 épisode/16j. Total Éps: 9

The Reputation Room brings multiple lenses to one subject: reputation. Each episode enters from a different vantage point — AI, geopolitics, media, business, academia, executive search, crisis, culture and more — through distinctive voices who have lived and shaped these questions. In a world reshaped by AI, geopolitics and declining institutional trust, reputation has become a strategic asset and a leadership responsibility. This is a space to examine that shift. Hosted by Javier Boix. New episodes on Spotify, Apple Podcasts and YouTube

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1. Joao Belo, Chief Communications Officer, Danaher Corporation: "Good Reputation Expands Strategic Freedom"

Épisode 1

lundi 20 avril 2026 • Durée 57:21

In this first episode of this newly created podcast, I sit down with Joao Belo, Chief Communications Officer at Danaher Corporation, for a candid conversation at the intersection of corporate affairs, business and leadership. During the conversation we touch upon multiple topics. How did he get where he is (spoiler: nothing was planned!), what a CEO or a board responds well to when it comes to reputation management, what does the title not capture about the work we do, how transparency is non-negotiable in a crisis (with caveats!), the shift in corporate affairs from art to science, AI changing everything (obvious, I know!), and how you develop the most important intangible in our profession (judgment), among many other things. About The Reputation Room The Reputation Room podcast convenes senior corporate affairs leaders for candid, peer level conversations at the intersection of corporate affairs, business and leadership. Each episode goes beyond surface to explore judgment calls, trade offs, and leadership moments that rarely make it into public forums. The aim is to create a lasting body of insight that strengthens the credibility, influence, and strategic impact of the corporate affairs profession.

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2. Dennis Larsen, Managing Director, Linq Advisors: "Reputation Must Be a Shared Accountability Company-Wide"

mercredi 13 mai 2026 • Durée 54:13

What does success look like for a Chief Corporate Affairs Officer? According to Dennis Larsen, it's when reputation stops being owned by one function — and becomes a shared accountability across the entire company.

In this episode, Javier Boix sits down with Dennis Larsen, Managing Director at Linq Advisors and board member of the European Association of Communication Directors, for a conversation that is as structured as it is candid.

Dennis brings a distinctly governance-driven perspective to reputation: the argument that cultural change alone isn't enough. Real shared accountability requires architecture — reputation committees, regular exec agenda visibility, board-level oversight. The kind of structure that ensures reputation isn't just discussed in a crisis, but woven into the fabric of how a company operates day to day.

The conversation also tackles the question that rarely gets asked openly in the boardroom: to what extent is a company willing to accept reputational cost for a business benefit? Sometimes the answer is yes — but only when everyone understands the trade-off before the decision is made, not after.

They also explore how AI and data intelligence are reshaping the corporate affairs function, and why the leaders who thrive will be those who own their own technology rather than depend on it.

A conversation about what it really takes to make reputation everyone's business.

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3. Carlota Gomez, Chief Corporate Affairs Officer, HIPRA: "Reputation is Coherence between Words and Perception"

jeudi 28 mai 2026 • Durée 54:14

Carlota Gomez has always had the heart of an activist. An activist now leading corporate affairs for HIPRA, a Spanish biotechnology company.

After a long tenure at Bayer — where she was part of the communications work around one of the most scrutinised acquisitions in recent corporate history, Bayer's takeover of Monsanto — she went back home. Back to Spain, to build and lead the corporate affairs function for a family-owned company that had decided it could no longer operate without one.

For Carlota, reputation is simple in definition and hard in practice: it is the coherence between what a company says and how it is perceived. Closing that gap is her everyday mandate — and she pursues it by bringing the political, societal and employee dimension into decision-making as early as possible, not as an afterthought.

The transition from the complexity of a multi-billion dollar corporation to a smaller, founder-led company with equally large ambitions has only sharpened her instincts.

This is a conversation about intangible assets, activist leadership, and what it really means to read the room — in a world that is anything but consistent.

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4. Jennifer George - Author of The CCO Dispatch: "Best Practice Five Years Ago is Now Litigation Exposure"

jeudi 11 juin 2026 • Durée 59:48

Some people build expertise by going deep in a single industry for thirty years. Jennifer George built hers by refusing to stand still.

In this episode of The Reputation Room, I sit down with Jennifer George — until recently Senior Vice President of Communications at the Aspen Group, and the author of the CCO Dispatch, a daily newsletter now read by more than 8,000 senior communications leaders around the world.

Jennifer's career has run across agency and in-house, through agriculture and water rights, beauty at Unilever, technology, wellness at Headspace, Shutterfly, and healthcare. That constant movement, she argues, is the source of her edge: a kind of pattern recognition you can't develop staying in one place.

Walk into enough rooms you've never been in before and you learn to read them fast — who the real stakeholders are, where the reputation risk actually lives, and what a leadership team is afraid of but won't say out loud. The industries change. The gap between what an organization says it is and what it actually does is everywhere.

We talk about how the CCO Dispatch began — in a hotel room in Abu Dhabi, two weeks into a move, with her family displaced and the news getting worse by the hour. If you advise leadership, you can't wait a week to know what you think. You have to be ready for the meeting today.

From there, the conversation gets into the substance of the job as it stands in 2026:

— Why communications is so often asked to manufacture credibility an organization hasn't earned — and why you can't write your way out of a values gap.

— Why reputation is a lagging indicator of operational decisions made six to twenty-four months earlier, which means by the time it's a crisis, the real decision already happened upstream.

— The tension between control and credibility: why earned media is suddenly having a moment as leaders realize that what an AI says about them is built on what credible third parties have written, not on what they can buy — and why the organizations that deprioritized earned media for a decade are discovering they've been building on sand.

— The two things Jennifer won't compromise on when she takes a role: genuine access to the CEO, and resources that match the ambition of the business.

9. Adib Sisani - Chief Communications Officer, On: "There is no such thing as redundancy in communications"

mardi 25 août 2026 • Durée 01:00:57

Reputation is built in small waves, not viral spikes.

That is the idea I keep coming back to from this conversation with Adib Sisani, Chief Communications Officer at On, where his scope covers communications and public affairs.

Adib's route into the profession was not a straight line. He was born in Germany to Iranian parents who had left Iran to study in Europe and then could not go back after the Islamic Revolution.

He was raised in New York, returned to Germany for university in Heidelberg, and studied political science, English linguistics and public law — not communications, not business.

He started in the strategy department of a German political party, got pulled into its press office almost by accident, and found the job he has done ever since. From there: Goldman Sachs, more than a decade in financial services, then Axel Springer during its push into the U.S. market, and now On in Zurich.

Four categories. Politics, finance, media, consumer. His argument is that the underlying craft does not change when the sector does.

We talk about what politics taught him that corporate life could not — speed, breadth, and losing any fear of talking truth to power early enough for it to stick. We talk about the fax machine in the back of a campaign car and the roll of thermal paper that would not stop coming.

Then we get into the substance.

Adib draws a hard line between brand and reputation, and it is a line worth arguing with. Positioning a sportswear brand with consumers and positioning an asset manager with a narrow set of clients are different problems. Reputation, in his view, is the same problem everywhere: the perception of an institution with the audiences that matter to it.

He explains the philosophies he has carried across every job. One voice, which he defines not as one spokesperson but as everyone telling the same story. And no such thing as redundancy in communications — the corporate equivalent of a politician's stump speech, held in a messaging house that executives should be able to deliver if you woke them at three in the morning. I put him on the spot and asked him to do exactly that for On. He does it, then explains why getting to ninety percent is enough.

8. Michela Ratti - Ex-Ferragamo, Swarovski, eBay, P&G: "We are in the business of building trust at scale"

mercredi 5 août 2026 • Durée 57:49

Michela Ratti has built products, built brands, and rebuilt reputations — as an engineer turned communicator across P&G, eBay, Swarovski, and Ferragamo (and including a stint on the advisory side).

In this episode, she joins Javier Boix to unpack what actually changes, and what stays the same, when you move a career between detergent plants, luxury fashion houses, and hypergrowth tech.

Michela is half Italian, half Welsh, and speaks four languages. She trained as an engineer, graduated with honors, and spent years in R&D before crossing into communications — a path she says gave her a lasting instinct for cause and effect, systems thinking, and the gap between what a company says and what people actually experience.

That gap, she argues, is the real definition of reputation, in any industry. Whether the product is a diaper, a piece of jewelry, or a handbag, the business is the same: building trust at scale.

What differs is visibility and stakes — in luxury, she explains, reputation is turned up louder, because people aren't just buying a product, they're buying status, self-worth, and a piece of a dream. When that dream doesn't hold up, the fallout moves faster and hits harder.

Javier and Michela trace how the job itself has changed since she started at Procter & Gamble in the early 2000s. Back then, communications was largely about controlling a narrative through a small number of press gatekeepers. Today, she says, it's about shaping a conversation that's already happening across dozens of channels you don't own, faster than any single company can fully control. That shift, she argues, is why understanding systems — how information moves, who trusts whom, and why — matters more than ever.

The conversation moves through some of the biggest transformations of her career: relaunching Procter & Gamble into prestige beauty against decades-old luxury incumbents, merging three separate businesses into one at Swarovski while repositioning its price point five times higher, and returning to Ferragamo for a second stint to lead a brand turnaround.

Across all three, she says, the discipline was the same — build trust with your own team first, be explicit about what communications can and cannot do, and give people a clear, honest timeline instead of promising overnight change.

7. David Benigson - CEO, Signal AI: "LLMs Don't Originate Perception, They Compress It"

mercredi 22 juillet 2026 • Durée 57:33

Reputation Intelligence at Machine Scale: David Benigson on Signal AI, LLMs, and the New Rules of Corporate Reputation

What happens when the tools built to measure reputation start feeding the large language models that increasingly define it?

In this episode of The Reputation Room, Javier Boix sits down with David Benigson, founder and CEO of Signal AI — the company he started in 2013 in his parents' garage in North London, built out of a simple, unglamorous problem: hand-curating email newsletters was slow, repetitive, and ripe for automation.

More than a decade later, Signal AI serves over 650 enterprises and sits at the center of how many of the world's largest organizations read risk and reputation in real time.

David isn't an engineer. He's a law graduate who built Signal alongside co-founder Dr. Miguel Martinez, an academic with deep roots in natural language processing. That pairing — a founder obsessed with the customer problem, and a scientist obsessed with the technology — is the throughline of this conversation.

Inside the episode, David and Javier get into:

How the AI underneath Signal has evolved from early classification models that detected risk events and narrative clusters, to today's generative layer that synthesizes and interprets that data conversationally — and why David sees it as an "and," not an "or"
What it means that Signal is now directly integrated into Copilot, ChatGPT, and Claude via MCP — and why David argues this expands rather than cannibalizes his market by putting reputation intelligence in front of hundreds of users inside an organization, not just a handful of power users
How the conversation with clients has shifted from "help me see what's being said about us" five years ago to "help me decide" today — and what that shift says about who now owns reputation risk inside the C-suite
David's pointed response to a previous guest's advice that companies should build their own proprietary intelligence engines rather than rely on external providers — and where he thinks that advice gets the value chain backwards
The renaissance of earned media and why LLMs are trained overwhelmingly on independent, third-party content rather than anything a marketing budget can buy — meaning what journalists, analysts, and the open web say about you now matters more than ever

6. Joanna Price - Chief Corporate Affairs Officer, The Heineken Group: "Corporate Affairs Builds Social License to Grow"

mardi 7 juillet 2026 • Durée 55:52

Joanna Price grew up on a farm in Australia and now runs one of the broadest corporate affairs mandates in global business.

As Chief Corporate Affairs Officer at Heineken, she oversees government affairs, public policy, sustainable development and global communications under one roof, a structure she insisted on before she'd even accept the job.

Before Heineken, she spent twenty years at Coca-Cola, where a stint in strategy and research turned into a corporate affairs career.

In this conversation, Joanna traces the arc from Kellogg to Coca-Cola to Heineken, and from Hong Kong to Shanghai to Atlanta to Amsterdam, and explains why she never went back to a pure strategy role once she saw how much closer to the business corporate affairs actually sits.

We talk about the paper she wrote over a Christmas break, titled simply "Plastic is the Next Sugar," which became the seed of Coca-Cola's World Without Waste commitment, the industry's first public pledge to collect and recycle a bottle or can for every one sold by 2030.

She walks through why she was willing to make that commitment public despite the risk of being held to it, and what it taught her about mobilizing an entire industry rather than trying to solve a systemic problem alone.

For Joanna, having government affairs, sustainability and communications together isn't an org chart preference, it's what allows a company to connect narrative, policy and action into something coherent, rather than a set of disconnected functions saying different things to different audiences.

That coherence, she argues, is what actually builds credibility, inside the boardroom and outside it.

Joanna is candid about parts of the job that rarely get discussed: what it costs to walk into a new company without the network you spent twenty years building, and how she rebuilt credibility from zero within months of joining Heineken. She talks about leading through what she calls "the grey," the fact that corporate affairs rarely gets the clean feedback loops that sales or marketing get, and why she believes the function's real job is not just making problems disappear but shaping a company's direction before problems arise. Her phrase for it: building the fire department before the fire.

5. Gary Grates - Expert in Business Transformation: "You Want to Be in the Room Because of the Way you Think"

jeudi 25 juin 2026 • Durée 54:52

What separates a company that's respected from one that still matters? For Gary Grates, it comes down to a single distinction that has defined his career: relevance is the new reputation.

In this episode of The Reputation Room, Javier Boix sits down with Gary Grates — one of the most recognizable voices in corporate communications, an adjunct professor at Syracuse University's Newhouse School, and a former senior communications leader at General Motors and Edelman. Gary has spent decades inside the rooms where reputation is won and lost, and he brings a provocative, business-first perspective to the conversation.

Reputation, he argues, is about what an organization has been. Relevance is about what it is now — and what it intends to become. In a world moving faster than most institutions can adapt, that distinction is no longer academic. As Gary puts it, if you're not relevant, you don't exist.

Across the conversation, Javier and Gary explore:

Why "relevance is the new reputation," and what it means for how companies and communicators operate
The difference between being a communicator who does communications and a business leader whose most important tool is communications
Why CEOs tend to think about reputation only when a crisis hits — and how to change that
A story from General Motors about a "resource problem" that turned out to be a priority problem
How brands get caught up in societal and political moments, and why being in the right conversation matters more than being in every conversation
What AI is doing to the communications function, and Gary's warning that our writing, thinking and strategic "muscles" risk atrophying if we simply keep prompting
Why he tells his students to let AI complement how they think, never replace it
The mindset shift that keeps practitioners in the room: you're there because of how you think

Whether you work in corporate affairs, communications, or simply care about why some organizations stay essential while others fade, this is a conversation about staying relevant in an era that rewards it above almost everything else.

Listen and follow on Spotify, Apple Podcasts, and YouTube. If this episode resonated, share it with your network.

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The Reputation Room – Détails, épisodes et analyse

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