11th March 2025
Toby Southgate on the value of constraints, optimism and empowerment
Episode 23
Toby Southgate
Global CEO, We Are Social
Today’s guest is Toby Southgate, newly appointed Global CEO of We Are Social, and this episode is a real treat. Few leaders advocate so vocally for our industry as a whole, or – as you’ll hear – have such a refreshing perspective on their competitive set.
Toby shares his perspective on what agencies are getting wrong when it comes to differentiation – from bloated service offerings and overused buzzwords, to why ‘the work’ isn’t what wins clients’ hearts and minds.
He also describes how optimism and empowerment are critical ingredients for successful agency leaders – especially given the fragility of creative cultures and the constraints of the modern marketplace.
HIGHLIGHTS:
[01:52] Defining a ‘creative’ business
[03:30] How to make the whole industry stronger
[07:12] Why the agency market isn’t oversupplied
[11:43] Building a meaningful value proposition
[14:41] How leadership can energise agency teams
[21:22] Balancing change and stability
[24:57] Getting the right people on board
[32:10] Letting people do what they do best
[38:46] Keeping talent happy and engaged
Previous episodes
Growth in the ‘Goldilocks’ zone
Episode 67
Ben Rudman
Executive Director, MSQ
When a client CMO leads an agency
Episode 66
Zaid Al-Qassab
Global CEO, M+C Saatchi Group
Raising the bar for customer experience
Episode 65
Craig Elimeliah
CCO, Code and Theory
Showing up with a point of view
Episode 64
Sean McDonald
Global Chief Strategy Officer, Rethink
Redefining on-demand talent
Episode 63
Christine Olivas
Practice Director - Advertising & Brand Marketing, Toptal
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Episode 62
Jared Belsky
CEO and Co-Founder, Acadia
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Episode 61
Beth Ann Kaminkow
CEO, Dentsu North America
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Episode 60
Zoe Scaman
Founder, Bodacious
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Episode 59
PJ Pereira and Andrew O'Dell
Co-Founders, Pereira O’Dell and SILVERSIDE
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Episode 58
Olivia Morley & Brian Wieser
Co-hosts, Agency Business
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Episode 57
Luke McKelvey
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Richard Huntington
Former Chief Strategy Officer, Saatchi & Saatchi London
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Christy Hiler
CEO, Cornett
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Episode 54
Tyler Turnbull
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Episode 53
Zihla Salinas
CEO, Yes&
Culture, entertainment and commerce
Episode 52
Jarrod Moses
Global CEO, UEG
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Episode 51
Loren Grossman
Global CSO, Publicis Groupe
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Episode 50
Haley Hunter
Co-founder, Party Land
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Episode 49
Jaime Robinson & Lisa Clunie
Co-founders, JOAN
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Episode 48
Andrew Swinand
CEO, Inspired Thinking Group (ITG)
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Episode 47
John Harris
President & CEO, Worldwide Partners Inc.
Bringing contagious positivity
Episode 46
Karen Martin
CEO, BBH London & Dublin
Evolving the business of creativity
Episode 45
Guy Wieynk
Global CEO, AnalogFolk Group
Scaling culture at pace
Episode 44
Dimi Albers
CEO, Dept
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