By Tom Cumberworth, Head of Investment, Innocean
The time really has flown by in a flash, fueled by energy and excitement since I have landed myself in a new exciting role at the start of the year. I have been the new recruit several times before in my career, however this role at Innocean is providing me with a new energising perspective and challenge that I was seeking. A company that brings media and creative together, with a spirit and culture that embraces change and fearlessness.
Sounds great? Yes, for me it does, but I’m aware that the current rate of change in our industry can feel unrelenting for some. The question is, how do we navigate and embrace this new, hyper accelerated world?
The Old Playbook is Obsolete
One thing is for certain, the old maps are now useless. The legacy structures and strategies, the once sturdy foundations with siloed departments, hierarchical decision making and manual processes, are all now being swept away by the relentless surge of technological advancements and the ever-shifting behaviour of consumers.
Many media agencies and holdco’s remain trapped in outdated models, prioritising pre-packaged solutions that are self-serving and a narrow focus on scale, reach and efficiency, simply adding to the noise for the consumer. Coupled with the current trend of opaque trading models that lack transparency, which erode client trust and fail to deliver the strategic adaptability that today’s market demands.
Many leaders acknowledge the need for change, however translating that acknowledgment into concrete action requires not only courage, but a level of agility and adaptability that some are better positioned to deliver than others. In an industry defined by perpetual evolution, clinging to the familiar may seem like a pragmatic choice. However, passive adaptation is a slow form of obsolescence. Client trust, in this context, isn’t a static asset. It’s an active relationship, demanding evidence of a strategic vision that points not just to the present, but decisively towards the future.
When I considered the role at Innocean, we spoke a lot about the need for greater synchronisation between media and creative processes, with clients wanting integrated campaigns that seamlessly blend creativity and data-driven insights.
Tom Cumberworth
Moving beyond transactional relationships with media partners, we set out to actively seek out partners who share our commitment to pushing creative boundaries and to push the creative envelope to deliver groundbreaking work. The ambition to be recognised as the agency that consistently challenges conventions, explores new possibilities, and inspires our partners to join us in shaping the future of media, doesn’t just feel like an incredible opportunity, it is certainly what I’ve observed clients longing for.
I believe that true innovation isn’t born from homogeneity: It requires a culture of genuine diversity, where varied perspectives, backgrounds, and experiences converge. This isn’t about optics; it’s about building a dynamic talent pool that fuels creativity, challenges assumptions, and unlocks unique insights. We believe that a diverse team is a powerful engine for problem-solving, leading to more innovative and impactful solutions for our clients.
This is already evident in the bold conversations we’re having and the stances the business is taking on critical industry issues and broader societal challenges, like the launch of the Invisible Man whitepaper, which is something that really resonates with me personally. The willingness to engage with initially unsettling ideas often unlocks the most significant progress, a practice we are actively looking to cultivate at Innocean, empowering our individuals and teams to lean into the discomfort as a key ingredient for growth and discovery.
Now well into my fourth month at Innocean, I’ve witnessed a driving force: a commitment to fearless creativity and a determination to redefine industry standards to empower our clients to thrive. I’m thrilled to be in a position to partner with clients and media to deliver on this vision and to create fearless work together.