Why Authentic Narratives Are the Secret Weapon Your Brand Isn’t Using Yet—Anne-Marie Curran Spills the Truth
Ever wonder why some companies just seem to get it — the whole purpose thing — baked right into their leadership, culture, and the way they chat with their stakeholders? Well, that’s not luck; it’s strategic mastery, the kind Drury’s CEO Anne-Marie Curran talks about when she says, “Purpose must be reflected in leadership, culture and stakeholder engagement.” Now, listen — Drury isn’t just another comms agency. In 2025, they outpaced every other player in the Irish market on transaction advice, thanks to razor-sharp financial communications. But here’s the kicker: they’ve also nailed the art of crafting narratives that don’t just make noise but drive measurable business results. From tackling the AI content revolution without handing the reins over to machines, to remixing audience engagement with an audience-first mindset — Drury proves that storytelling in business today is way more than spinning words. It’s about forging trust, shaping reputations, and making an impact that counts. Curious how they do it? Let’s dive in. LEARN MORE
‘Purpose must be reflected in leadership, culture and stakeholder engagement’ – Anne-Marie Curran, Chief Executive Officer, Drury
ACTIVITY
Our core area of expertise continues to be financial communications. In 2025, Drury advised on more transactions than any other agency in the Irish market, as verified by Mergermarket.
Campaigning work continues to be another key strength, demonstrating our extensive experience through leading large-scale public information campaigns on behalf of clients.
Reputation management continues to grow, driven by increasing demand from existing and new clients for strategic narrative development, leadership profiling, public affairs and policy communications and stakeholder engagement.
Across all of our specialities, clients want communications tied directly to measurable business outcomes rather than publicity alone.
AI REVOLUTION RESPONSE
The challenge presented by generative engine optimisation is one of opportunity. How, where and when people consume content has changed over the past decade.
As communications professionals, our job is to create that content, tell stories, generate narratives and then ensure that AI can find them.
Our role is to ensure that we don’t allow AI to force-fit a standardised model of predictable reality into a world that is increasingly unpredictable and more and more surprising.
We have responded well to the AI revolution internally but are very mindful not to give control to the machine!
We know that sound communications business is based on stand-out narratives, strong networks and a belief that we can really make an impact in the world around us.
AUDIENCE ENGAGEMENT
The way in which audiences consume media has changed and our team have evolved as a result.
Rather than relying on traditional media channels alone, we have adopted an audience-first strategy, identifying where target audiences consume information and tailoring communications programmes to meet them there.
Our focus is no longer on securing coverage for its own sake, but on delivering the right message through the right channel to achieve measurable business outcomes.
BRAND PERCEPTION
At Drury, we’ve seen a clear shift towards purposeful branding, where organisations must back up their messaging with meaningful action.
Purpose is no longer a marketing slogan – it must be reflected in leadership, culture and stakeholder engagement.
Our role is to help clients to develop authentic narratives that build trust, strengthen reputation and support business objectives.
For example, Drury’s work on the Mercantile Hotel relaunch helped to reposition a historic Dublin landmark by carefully balancing commercial objectives with the wider public conversation around tourism and accommodation.
Through strategic messaging and stakeholder engagement, we refreshed the brand while protecting its reputation.
This campaign demonstrates how strategic communications goes beyond generating publicity – it shapes perception, builds trust and delivers measurable business outcomes.
HUMAN-CENTRED APPROACH
Our job is to inform and to persuade but also to restore belief, instil trust and deliver results.
The human-centred approach of PR lives in narrative, human voices and lived experiences. We bring these stores to life; they’re what people really care about.
A strong example is our award-winning work with John Sisk & Son.
We repositioned its employer brand through a TikTok-first recruitment campaign, which showcased authentic employee stories.
By meeting graduates on the platform, the campaign generated more than 30,000 visits to the careers website and increased graduate applications from 871 to over 2,600 year-on-year.
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