Shez Iqbal

Innovation is a powerful word, yet we often overlook celebrating and reflecting on the innovative activities within our organisation. Celebrating both big and small wins is essential to fostering innovation, using data to show how these efforts have made an impact. It's equally important to reflect on and share what hasn't worked. This approach highlights areas for improvement and reinforces a culture of continuous innovation. By celebrating and reflecting regularly, we give our teams permission to be truly innovative. Remember, the small wins are just as significant as the big ones!

Successful advertising campaigns hinge on client-centricity and data-driven strategies. Leaders should prioritise understanding client needs, ensuring every campaign delivers maximum value. Leveraging data provides deep insights into client preferences and behaviour, enabling informed decisions and optimised strategies. Encourage your team to gather and analyse data to identify trends and opportunities. By integrating data with a client-centric approach, we can create targeted, impactful campaigns that drive results and foster long-term client relationships. Emphasise continuous learning and adapting based on data insights to stay ahead in a competitive landscape.

Collaboration is essential for successful advertising campaigns. Leaders should create an environment where ideas are shared freely and cross-functional teams work together effortlessly. Remove silos and promote open communication to foster innovation and unity. Use coaching to identify team strengths and assign roles effectively. Understand each person's learning preferences and provide tailored training. Encourage team members to explore industry trends, enhancing their expertise and value. Invest in training to ensure a positive, constructive feedback loop. Support career growth through mentorship and sponsorship. By focusing on collaboration, leaders can navigate challenges and drive organisational success.

Get a coach, offer coaching, and learn the skills of a coach. Using coaching techniques, leaders can better identify who within their organization is best suited to lead in areas needing investment. As an example, I’ve personally found the CliftonStrengths Finder particularly helpful for this! We’re all happier when we use our strengths at work. Discover how people prefer to learn—learning over Zoom or through recorded training videos isn’t for everyone! Leverage evolving trends to create industry experts. Assign trending topics to team members for exploration, aiding their personal development and increasing their value to the organization. Encourage sponsorship and mentorship to support those aspiring to climb the ladder.

As a leader, staying true to what’s right for you, your team, and the organization is essential. This means focusing on what moves the needle while also dedicating time to understand emerging trends. In our industry, staying updated is facilitated by a strong social component. Industry bodies provide platforms for active discussions on current and future trends. Additionally, engage with your partners—ask them what's important to them and where they are investing their resources outside your partnership. I empower my team to lead on specific trends, developing their expertise and positioning them as subject matter experts. This approach prepares us to pivot when necessary and fosters a culture of continuous learning and adaptability.