Agency leadership

How I lead.

I want the client, the team and the agency to agree on what success looks like, and know when it’s time to change course.

1. 01

   Agree what the work needs to change

   I start with the outcome the client needs, whether that’s higher sales, stronger retention or a better customer experience. Then I look at where customers get stuck, choose the first opportunity to test and agree who owns it and when we’ll review it.

   What I’d track · The agreed outcome, its starting point and the first signal that it’s moving. See Burger King Europe

2. 02

   Give clients a reason to stay and grow

   Weekly check-ins deal with what’s due, what’s blocked and who needs to make a decision. Quarterly reviews are where I ask what changed for the client’s business, surface risks and agree where the agency could help next.

   What I’d track · Client sentiment, renewal risk and expansion tied to a specific client need. See Re:signal

3. 03

   Protect quality and margin together

   I review scope, capacity and delivery costs together. If the brief grows or the team runs short on time, I get the client and delivery leads together early to agree what to prioritise, what can move and whether the scope needs to change.

   What I’d track · Planned and actual effort, utilisation, margin and quality at key milestones.

4. 04

   Give people decisions they can own

   I make it clear who owns each decision and when they should bring others in. I use one-to-ones and project reviews to coach people on real work, then give them room to lead the next client conversation or brief.

   What I’d look for · Clearer handoffs, fewer decisions waiting for escalation and people taking on more responsibility. See L’Équipe L’Oréal

5. 05

   Use reporting to make a decision

   I bring search, paid media, CRM and conversion data together around the client’s goal. A review should end with a decision the team can act on, such as shifting spend, testing a message or fixing a step where customers drop out.

   What I’d track · The business measure that matters most, such as qualified leads, acquisition cost, conversion or revenue. See Global Bronze

6. 06

   Test where AI can help the team

   I’d start with a small trial for a repeatable task such as synthesising research or drafting the first version of a report. I’d use approved data, check sources and have someone accountable review the output before deciding whether to make it part of the workflow.

   What I’d track · Time saved, corrections needed and the quality of the final work.