Digital Transformation

The eight essential circus characters in a modern marketing agency

Caricatures illustrated by Angela Ma

In 2018, I was seconded to New York City for one year as part of a Modern Marketing partnership between Ogilvy and the Singapore Economic Development Board. What I learned there went beyond strategic technique to observing diverse leadership styles, personal branding and the critical culture-building roles we own or step up to within the agency.

In Asia, our professional styles tend to be more fluid and understated, but in America – as many things American – it’s in your face. Yet, in a world where we advise our clients and brands to stand for something; and a dynamic workplace culture of more-than-robots is critical to attracting and retaining talent, why shouldn’t we be a crazy circus?

Here are eight essential characters – or caricatures – I’ve met across Singapore and New York that I’ve found make a dynamic modern marketing agency of the future. These characters can emerge from any kind of discipline or capability – from creative, CX, accounts, planning and finance – to build the living culture of the agency.

Read in full on The Drum to see which one (or many) you think you are, which your mother knows you are and what you aspire to be.

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