Sinéad Gray

Sinéad is Co-Managing Director of Kindred, a independent PR and comms agency, twice named Agency of the Year at the Purpose Awards. 

Sinéad’s focus is on positive change campaigns that change attitudes and actions. From accelerating the adoption of electric vehicles, to tackling consumer inertia around food waste and promoting nature-positive farming practices.  

Her current client mix includes Diageo Talisker, Lily’s Kitchen, Epson and The Ellen MacArthur Foundation. 

Sinéad is as passionate about effective positive change comms campaigns as she is about driving forward change within the industry. A former President of Bloom UK, Sinéad founded the annual BloomFest conference and has just completed her tenure as a Non-Executive Director for the charitable organisation. 

Value of entering these awards & encouragement for this year’s entrants: 

The world needs more positive change.

At Kindred, this has been our belief since 2018 when we adopted Positive Change is Serious Business as our agency focus. As we move into 2026, with a world that is increasingly fragmented and polarised, it feels more urgent than ever.

In this context, honest and authentic comms from brands and organisations willing to take a stand and do the right thing really matter.

Then value of entering

We are so proud to have been named ‘Agency of the Year’ at the Purpose Award twice. We mention it a lot. 

Not only is it recognition of the hard work we’ve put into building an agency culture and client roster that’s committed to positive change, it also demonstrates our leadership in the purpose-led comms space.   

Some of our most exciting agency wins (including one I can’t talk about – yet!) have come our way as a result of being shortlisted for, or winning, at the Purpose Awards.