Good chief executives always do less work

David Benady’s article on advertising agency chief executives (MW June 29) highlights a US import – the expectation that these people need to be charismatic leaders as well as producing City-pleasing profits.

But, this is only half the story. Good agencies need to operate functionally if responsibility is ever going to extend beyond the chief’s door.

When we coach agency leaders we suggest the way forward for chief executives is to do less and not more. Successful chiefs understand that they must represent the business by focusing on its real strengths rather than by re-inventing it.

This is about identifying the internal blocks to success – be they process or relationship ones – and removing them. Only then can the business flourish and exceed the expectations of the money men.

Mark Riminton

Director, Shirlaws UK

Surrey

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