Son

Pham

Senior Campaign Manager,

Manifest Group

"

writes regularly on creator culture and communications for titles including The Drum, The Times, Raconteur, Shot and Campaign.

Son Pham is a culturally attuned, earned-first PR and influencer strategist who builds brands through culture, not noise. Over six years, he’s sparked conversation for some of the world’s biggest brands — driving awareness, relevance and real commercial impact with ideas rooted in instinct, graft and a deep understanding of fandom and internet culture. He specialises in standout work across entertainment, lifestyle, gaming-adjacent and FMCG.

As a person of colour and an immigrant, he champions diversity, equity and social mobility in every project. Son is a PRWeek 30 Under 30 honouree and BME PR Pros Rising Star of the Year, and writes regularly on creator culture and communications for titles including The Drum, The Times, Raconteur, Shot and Campaign.

q&a

Why did you sign up to be a judge for The Pros Awards 2026?

To judge The Pros Awards 2026 is to celebrate the talented Black, Asian, Mixed Race and Ethnic Minority PR and communications professionals, and the campaigns rooted in diversity, equity and inclusion that are too often overlooked.

I signed up to immerse myself in the brilliant work of underrepresented talent that doesn’t always get the visibility it deserves. I want to broaden my perspective, be challenged, and help shine a spotlight on the people and ideas that are moving our industry forward.

What Insta/LinkedIn/Tik Tok account should every comms pro follow and why?

@eugbrandstrat on TikTok on anything brand strategy and culture.

What was your favourite PR/comms campaign from 2025 and why?

It has to be the moving tribute from Great Ormond Street Hospital Charity, where the historic bells of St Paul’s Cathedral rang out in memory of the 253 children lost to cancer each year in the UK. In partnership with St Paul’s, GOSH Charity gave families whose children never had the chance to ring the bell the opportunity to pay a heartfelt tribute to their child’s life. An installation of 253 colourful butterfly sculptures — each representing a child lost to cancer — was both striking and deeply poignant, bringing urgency and humanity to the message.

One of my favourite campaigns of the year.

As always, we’ve got a great DJ booked for The Pros Awards award ceremony in September – what’s your dance floor filler request?

Anything with Beyonce of course!