The Immortal Life of Agencies

We Are Social’s Global CEO: Nurturing creative cultures - Toby Southgate

Mar 11, 2025

44:51

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

MORE ABOUT TOBY:

Linkedin: linkedin.com/in/toby-southgate