Episode 23 - Toby Southgate

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

Leading the next phase of digital

Episode 33

Michael Olaye

EVP, Huge

AI and the pursuit of happiness

Episode 32

Matt McNeany

Ex-Chief Transformation Officer, Omnicom

Knowing the people behind the creds

Episode 31

Lisa Colantuono

President, AAR Partners

Creativity as a process

Episode 30

Eric Zuncic

Global MD & CPO, Forsman & Bodenfors

A human-first future for agencies

Episode 29

Holly Maguire

Global Chief Growth Officer, Design Bridge & Partners

Leading with culture

Episode 28

Michael Lebowitz

Founder & Executive Chairman, SPCSHP

A unique perspective on agencies

Episode 27

Marla Kaplowitz

CEO, 4A's

Challenging the global market

Episode 26

James Townsend

CEO, Stagwell EMEA

Every moment is a chance

Episode 25

Nils Leonard

Co-Founder, Uncommon Creative Studio

Making a promise to the market

Episode 24

Conrad Persons

President, Grey London

Breaking the burnout cycle

Episode 22

Bianca Best

Global Growth Officer, Performics

How audacious ideas get made

Episode 21

Trevor Guthrie

Co-founder, Giant Spoon

The quest for agency simplification

Episode 20

Ruud Wanck

CEO, Candid

From phoney to fearless: building an agency ‘for the culture’

Episode 19

Omid Farhang

Founder & CEO, Majority

Honest leadership in times of change

Episode 18

Josh Krichefski

CEO, GroupM EMEA

The risks of malicious obedience

Episode 17

Greg Hahn

Co-founder, Mischief

Why creativity relies on diversity

Episode 16

Jo Wallace

Global ECD, Jellyfish

The business case for differentiation

Episode 15

Anthony Freedman

CEO, Common Interest

When change becomes transformation

Episode 14

Neil Perkin

Founder, Only Dead Fish

How to maintain entrepreneurialism at scale

Episode 13

Tim Ringel

CEO, Meet The People

How AI is changing the agency business model

Episode 12

Chris Johnson

CEO, TomorrowToday

The secrets of successful client relationships

Episode 11

Alex Lubar

Global CEO, DDB

The recipe for agency swagger

Episode 10

Natalie Graeme

Founder, Uncommon Creative Studio

Building careers in a changing world

Episode 9

Sue Unerman

Chief Transformation Officer, EssenceMediacomX

Nurturing creative cultures

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