I authored the agency’s new strategic plan: repositioning, rebranding and retooling everything from our offer to our operating model. I was responsible for full P&L, pricing, productisation and investment priorities ensuring each account’s yearly plan combined commercial targets with a major focus on creative innovation - targeting opportunities in AI, social, digital and activations to push the creative envelope.
I also introduced radical collaboration as a core operating principle — galvanising teams internally and externally to fuel both organic growth, new business and breakthrough creative work.
The results and impact:
- 40% growth in our client roster in 18 months, with new global and digital‑first brands including Unilever, adidas, Philips, UEFA and Crocs.
- Shifted agency revenue mix from 20% to 50% social‑first/digital clients, while maintaining topline revenue.
- Doubled EBIT in a single year, through a new financial model and productised approach tailored to modern client needs.
- Integration of OmniAI tools to move at the speed of culture, and launching a new “content factory” model for brands needing always‑on ‘storyworlds’ across multiple platforms.
- Creative recognition at award shows for diverse categories including social, digital, partnerships, content and innovation in AI (including becoming Adobe’s AI Creative Agency Partner of the Year 2024)