Charlie Bain

Spear’s Review

Digitalis managing partner Charlie Bain helps clients ‘navigate the challenges of the new information revolution’. 

For the former Times journalist, this entails everything from ‘deepfakes’ to anonymous online attacks. Digitalis and Bain are now looking to uncover the reputational implications of generative AI and large language models. ‘Helping clients understand this nascent but rapidly evolving field is an exciting new challenge,’ Bain tells Spear’s. 

Founded in 2009, Digitalis sits between PR, reputation management and law to provide strategic counsel on digital reputation. Its niche runs from post-crisis ‘rebalancing’ to analysing ‘sophisticated online disinformation and misinformation campaigns’ and building ‘resilience’ online – areas that are fast becoming of primary importance to the family offices and UHNWs the company serves.

‘On social media we’ve seen our clients build up their reputation over sometimes hundreds of years, and it’s been threatened, literally, in a minute via social media posting, which has catapulted them into a communications crisis,’ Bain says.