What got you here, won’t get you there. Most people who run an agency for the first time are woefully ill-equipped to do it, because the leap from manager to leader is a huge one, requiring new skills, a new focus and a whole new mindset to land safely on the other side.
That is the view of industry leaders, who have come forward to shape this year’s agenda for The Communications Council’s 2017 IPA Business & Agency Leadership course, putting insight into profitability, sustainability, crisis management and motivation at the centre of the three-day residential learning experience.
What a CMO expects from an agency leader, how to secure a win:win with procurement, and managing your personal brand are among the key topics to be explored this year.
The course will be headed up by Clemenger BBDO Sydney CEO and Clemenger Group director Andy Pontin in Sydney, accompanied by co-chair, OMD Australia CEO Aimee Buchanan. Pontin has over 25 years integrated communications experience in agencies across London, Melbourne and Sydney, working his way from graduate to CEO. Buchanan was appointed CEO of OMD Australia in October 2016, leading and managing the largest media agency network in Australia. She has over 17 years media experience in the Australian market working across a range of high volume blue chip clients.
In Melbourne, it will be led by TBWA CEO Kimberlee Wells. Wells’ career in advertising began in the mid '90s in account management, and since then she has been fortunate to work within some of Australia's most respected advertising, direct marketing and digital agencies.
Course speakers for Sydney include:
Andrew Pepar, founder, The Reason and The Road
John Rizoski, CFO, Clemenger BBDO Sydney
Anthony Hourigan, CEO, Hourigan International
And for Melbourne the line-up will feature:
Mike Napolitano, MD, TBWA Melbourne
Emma Guthridge, CFO, TBWA Melbourne
More senior industry speakers will be announced in due course.
Of this year’s agenda, Pontin said: “Agencies are strange organisms. They are inspiring, volatile, chaotic, brilliant, dysfunctional, resilient and fragile, often all at the same time. The Communications Council has brought this IPA course to Australia to help people make that step up from a management to leadership role and embrace the complexities of agency life.”
Wells added: "It's true that great power comes with great responsibility. Responsibility to your team, your clients, your numbers, your holding company or board, and importantly yourself. IPA Business & Agency Leadership delves into what it really takes to become a true agency leader."
The three-day residential course runs in Sydney from July 23 to 25 and in Melbourne from July 30 to August 1. It is highly recommended for group account directors or equivalent who are looking to position themselves as taking that next crucial step into leadership.
The Communications Council CEO Tony Hale commented: “It is more important than ever for Australian agencies to be investing in strong, local leadership, and equipping the right people to take the next step up. Whether leaders are born or made is up for debate, but one thing is certain - a good leader is a product of learning, mentoring and inspiration. Our immersive IPA residential will deliver that and more from the very best in the business, for the benefit and growth of the Australian creative industries.”
IPA residential courses are noted for their informative and interactive speaker sessions with renowned industry leaders as well as their project briefs where delegates work in groups.
For more on IPA Business & Agency Leadership, visit The Communications Council’s website.