40 Under 40 2024: Tala Booker, Via

Tala Booker was already one of HSBC's youngest-ever managing directors, but the corporate ladder alone couldn't hold her ambition. In 2023, she took on the challenge of leading HSBC’s acquisition of Silicon Valley Bank’s UK arm—a high-profile deal with global implications. Within 100 days, she led the launch of a new global tech-focused brand and commercial proposition, securing a visit and statement of support from then Prime Minister Rishi Sunak.

This blend of dedication, business acumen, a client-centric approach, and the ability to deliver under pressure is what led Booker and her colleague Dan Fitzpatrick to take a leap of faith and launch Via, a global communications agency, later that year. Their mission: to help ambitious businesses navigate complex cross-market collaboration and run an agency with a boutique soul.

Booker's own unconventional journey informs Via's DNA. From the frenetic pace of the CBS News newsdesk to the high-stakes world of global finance at HSBC, she's honed a wide blend of experience and insight. Booker understands the demands of the boardroom and the importance of a hands-on, client-centric approach.

This potent combination has attracted a diverse roster of clients, ranging from banking industry giants to cutting-edge startups. Via’s client reach spans six countries, exceeding expectations in its first year, and its expertise has expanded from financial services to health tech and craft brewing.

"Tala combines challenge with empathy, an incredibly powerful blend for a communications executive," says Vivek Ramachandran, global head of Trade at HSBC and a Via client. "She weaves together strategic advisory with commercial acumen and creativity."

Booker's commitment to empowerment extends beyond the boardroom. As an alum and board member of the USC Annenberg School of Communications and Journalism, she's a passionate advocate for diversity and inclusion, mentoring young women and championing the next generation of communications professionals.

"She is a woman in constant motion—mind and body—and this momentum propels those around her to do better, reach higher and be more ambitious," observes Lucy Yurek, group head of communications at Rio Tinto and a former colleague. "Behind the wheel of her own business, she is now multiplying this superpower."

For this first-generation Persian-American who began her career on the CBS newsdesk, building a successful business isn't enough. Booker wants to craft a legacy defined by business acumen, unwavering ambition, and an unshakeable belief in the power of communications to bridge regional divides and spark change. And her story is only just beginning.