Hey,

Last year was our first ‘flatline’ revenue year.

I felt a bit like we had failed as a business.

(No longer could I point to a lovely linear growth line on a graph.)

And I felt a little bit like I’d failed as a CEO.

Then I spoke to 2 or 3 other agency CEOs and realised that I wasn’t alone.

Fast forward to a jerky Q1 and we’ve taken the advice from our network and had the best Quarter in our five year existence.

Lesson 1. Listen to people in similar positions but not identical to yours.

Whatever got you here, won’t get you there. Look for diversity of opinion to shape your own.

SO…

I started a little 6 week meet up called Good CEOs.

12 or so slightly different commercially creative CEOs sitting down for 2 hours and bringing along 1 challenge they’re all faced with.

The world is blurring. Every minute that goes by.

Adland is eating design lunch.

Design is eating consultancy lunch.

Consultancy is eating all the sodding lunch.

And independent organisations are sprouting up all over the globe.

This time is either terrifying or exciting.

And never has it been more important to be communicating with each other to see how we’re all doing.

I’m hoping this little newsletter leaves you feeling excited, informed and a little optimistic.

If it’s not for you, just hit unsubscribe.

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In this first edition, I’ve decided to ask three slightly different CEOs about how they’re planning their H2 strategy.

One runs a global independent design agency.

One runs a global comms agency.

And the other runs a global creative collective.

So, here they are… James Greenfield, Helen Bennett and Toby Southgate:

James Greenfield: CEO & Founder at KOTO

1. What are you doubling down on for H2?

Data. Too many creative businesses are still all about the vibes. We’ve been looking at new systems and approaches to really understand everything from sales to HR in a more data centric way. 

2.⁠ ⁠⁠What do you think the biggest challenge for Branding agencies is going to be?

A noisy fractured market. At one end recent hard times has people financially under cutting each other, at the other end Marketing agencies are all promising glitzy brand experiences with very mixed results. Cut through has never been more important. 

3.⁠ ⁠⁠Why should commercial creative businesses be cheerful?

Creativity has never been easier to access and more in demand. There are a lot more people undertaking creative work than a decade ago. In this world there is a lot of opportunity.

Helen Bennett: CEO at Weber Shandwick

1. What are you doubling down on for H2?

Client partnerships – using our craft, capabilities and proprietary tools to help clients unlock earned as a competitive differentiator, and especially to help them balance risk and reward as they navigate ever-shifting sands in media, politics, society and tech.

2.⁠ ⁠⁠What do you think the biggest challenge for Branding agencies is going to be?

Holding firm on resisting the easy road into mediocrity that could come through not being thoughtful about embedding AI into ways of working. Creating quick ideas and cheap content is now easier than ever; creating exceptional ideas and compelling content still requires human talent, discipline and collaboration. We’re embracing technology as a lever for pace, scale and rigour but never as a substitute for brilliant brains working together.

3.⁠ ⁠⁠Why should commercial creative businesses be cheerful?

Because what we sell – the alchemy that happens when brilliant people come together to imagine new possibilities – is going to become more and more valuable in a world shaped by automation.

Toby Southgate: Global CEO at Forsman & Bodenfors 

1. What are you doubling down on for H2?

⁠Actual Ideas. Our own twist on AI. Tools help and technology accelerates. But the cut through, the joy, the magic, the real impact of creativity is a deeply human endeavour. The true power of ideas to make change can’t be overestimated.

2.⁠ ⁠⁠What do you think the biggest challenge for Branding agencies is going to be?

⁠⁠Always, the biggest challenge is continuity and commitment in client relationships. We’re living and working in a pretty fractured world right now and trust in partnerships is critical for a sustainable future.

3.⁠ ⁠⁠Why should commercial creative businesses be cheerful?

⁠Creativity is a route to solving problems, and that in itself is about progress and change. How we approach our work, the optimism and energy we can bring, is entirely in our own control.

3 THINGS HEARD FROM 300 CONVERSATIONS

Every week my team of recruiters (journalists/therapists) have a collective 300 conversations with the top 5 % talent.

Here’s what we’re hearing this week:

• Ad agencies are launching design units, but are they working?

• Brand storytelling is back, but perhaps it should never have left…

• 97% of talent feels a lack of clarity around their career growth

THANKS GUYS

I write these email for 3 reasons:

1.⁠ ⁠Because as a CEO, you might be having a tough time and this might just make you feel less alone.

2.⁠ ⁠Because you might see something in here that helps you do your job 1% better.

3.⁠ ⁠Because it might just remind you to brief my talent consultancy, UNKNOWN on a specific, tricky or straight down the line hire/ team build that’ll grow your business.

So, what challenge are you faced with at the mo that you wanna hear from your peers on? It can be anything.