Why representing modern Britain is critical for business growth

Karen Blackett OBE / November 2019

The agency and advertising landscape is in flux – but where some see disruption, others see opportunity. These are the game changers, industry shapers and trailblazers. Welcome to ‘Out Of Office’, a series in which we interview eight agency leaders about what’s next.

In this episode, Karen Blackett OBE, UK country manager of WPP and Chairwoman of MediaCom, joins Matt Bush, Google’s Managing Director of Agencies & Partners, at Chiswick House and Gardens in London.

Watch Karen Blackett's interview with Matt Bush

Watch to see how one of the industry's most celebrated and respected leaders is helping brands to navigate the on and offline experience, establishing client councils and putting diversity at the very heart of business.

3 key take-aways from Karen:

  1. We have a responsibility to make people feel like they belong
    As an industry, not only can we create and grow brands and businesses, we also have a huge responsibility — more so than ever — to make people feel as though they belong. Bringing people in, showing the diversity of the nation, is how we build trust.
  2. Understand your client’s challenges
    We’ve established a client council to ensure we know what growth looks like for our clients, so we can better understand their challenges and barriers, and help them overcome them. As part of that, we’re working with partners like Google to enable brands to form a more direct relationship with consumers, interrogate the customer journey and make sure people don’t check out.
  3. Creativity is the fuel that makes brands grow
    So many consultants are trying to buy in creativity. But while there are brilliant strategies and theories, you have to be on the ground because things don’t always go according to plan. That’s where agencies, in my view, have the upper hand on management consultants.

Check in next Wednesday to see the next episode of Out Of Office. To see the full line-up of industry leaders and the topics they’ll be covering, visit here.

Why change is on every agency client’s agenda