Sonal Patel is Partner & Global Head of Investor Brand, Brunswick Group and Board Member for EVCOM responsible for London Live and Film and Video Content – and is this month’s subject of ‘Spotlight on the Board’
- What inspired you to join the EVCOM Board, and what unique perspective do you bring to the table?
I have spent my career at the intersection of storytelling and business. I trained as a journalist, moved into television and production, and today lead Brunswick Investor Brand, working with boards and CEOs on how narrative shapes market confidence. Joining the EVCOM Board felt like a natural step. I care deeply about creative craft, and equally about its commercial impact. I bring a perspective grounded in advising listed companies under scrutiny, where clarity, discipline and production quality genuinely matter.
- Looking ahead, what do you see as the biggest opportunity or challenge for the creative communications and events industry?
The biggest opportunity is to prove that creativity is strategic. Audiences are sophisticated consumers of content – just like you and me. They can sense pretty quickly when something lacks substance. Creative teams who understand business context, risk and stakeholder expectations will lead the next phase of the industry. The challenge is maintaining high standards of craft while budgets and timelines tighten.
- Tell us about a project or moment in your career that shaped your approach to leadership.
I began my career in television, surrounded by people who genuinely wanted me to succeed. They nurtured my writing, broadened my perspective and showed me that no production succeeds without trust across the team. Later, advising CEOs and IR teams under market pressure taught me that no story succeeds without coherence and discipline. Those lessons shape how I lead today. I set high standards, and I work hard to create the kind of supportive, stretching environment I was fortunate enough to grow up in.
- What do you think the industry needs more of and less of right now?
More curiosity about how businesses actually operate. Less chasing trends for the sake of it. The most powerful creative work comes from understanding strategy, financial reality and stakeholder pressure. When creatives understand how leaders think, the work is sharper and more valuable.
- When you are not working, what sparks your creativity or helps you unwind?
Travel always resets my perspective. Experiencing different cultures reinforces how universal storytelling is. Reading fiction improves me as a writer. It feeds my imagination and empathy in ways nothing else quite can. I am also inspired by the next generation, including my own three daughters. Their confidence about the world reminds me why investing in young talent matters.
- What advice would you give to someone just starting out in this industry?
Master the fundamentals. Learn to write clearly. Learn to edit. Understand structure.
At the same time, learn how business works. Read annual reports. Follow markets.
If you can combine creative instinct with commercial understanding, you will always be relevant.
- Is there one single thing from your outside work life that makes you better at work?
Hands down, being a parent. It continues to teach me perspective, patience and resilience. It also backs my instinct to create environments where my colleagues feel supported and challenged in equal measure.
- What is one thing about you that people might be surprised to learn?
I recharge quietly, usually with a novel or a film. Reading fiction has shaped my writing more than any formal training ever could. It keeps me honest about what good storytelling really looks like.