Spear’s Review

Mohammed Habib, a director at APCO, heads up the global solutions team in the firm’s London office.

Habib advises clients including prominent CEOs, UHNW individuals and political leaders, helping them build their public profiles in support of their personal and business goals, and dealing with any reputational crises that might arise.

‘A lot of the work that we do is in the background: quiet,’ says Habib. ‘Our clients usually ask us to work with discretion.’ He adds that many clients come with an objective – be that increasing visibility or mitigating a reputational attack – but stay because of the long-term support that Habib and his team can offer. ‘All our work is long term, because it takes a long time to build a reputation, but it is very quick to be tarnished.’

His approach is ‘insight and data-driven’, through extensive due diligence, reporting and auditing. ‘We will look at ways of ensuring that our client’s voice is heard within the conversations around their topic, area or sector.’