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
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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
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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
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Episode 14
Neil Perkin
Founder, Only Dead Fish
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Episode 13
Tim Ringel
CEO, Meet The People
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Episode 12
Chris Johnson
CEO, TomorrowToday
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Episode 11
Alex Lubar
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Episode 10
Natalie Graeme
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Episode 9
Sue Unerman
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Episode 8
Harjot Singh
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Episode 7
Katie Lee
Chief Operating Officer, Wavemaker
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Episode 6
Ruth Mortimer
Global President, Advertising Week
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Episode 5
Rob Campbell
Chief Strategy Officer, Colenso BBDO
Meeting the needs of modern clients
Episode 4
David Meikle
Founder, The HTBAG Company
A new game plan for agencies
Episode 3
Michael Farmer
Chairman and CEO, Michael Farmer and Co.
How agency CEOs can compete with talent's need for freedom
Episode 2
Faris Yakob
Co-Founder, Genius Steals
Where does innovation really come from?
Episode 1
Rory Sutherland
Vice Chairman, Ogilvy UK
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