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As a part of Marketing Magazine’s yearly wrap-up series, the editors checked in with agency heads on what’s changed in PR, what they’re reading and what inspires them.

High Road’s Sarah Spence chimed in to share her insights on where we’ve been and what’s to come.

“We live in a world of real-time updates and that means it is easy for anyone in a marketing, advertising and PR/communications role to focus on the tactical,” says Sarah of the industry’s biggest challenge for 2015. “As an industry we need to make time to take a 10,000-foot view and ensure we are delivering against long-term objectives (that enable smart real-time executions) that will actually drive business results.”

To read more on Sarah’s favourite work reads, where she finds inspiration, the one tool of the trade she can’t live without, and her top prediction for PR next year, head on over to Marketing Mag.