About
I have spent close to 25 years in senior roles at BBH, Ogilvy & Mather, Saatchi & Saatchi…
Articles by Hugh
-
It’s On All Of Us
It’s On All Of Us
Earlier this month, I joined 70,000+ others in Lisbon, at The Web Summit. It was absolutely mind-blowing.
Activity
3K followers
-
Hugh Baillie reposted thisSo excited to announce this yesterday. The launch of Purpose Disruptors here in ANZ Super proud to work with Robert McFaul Jonathan Wise Lisa Merrick-Lawless to bring the ambition and work to this part of the world. Looking forward to spreading the story and kicking it off with the #Changethebrief masterclass at Mumbrella 360 next Wednesday. See deets in link below.Hugh Baillie reposted thisPurpose Disruptors has landed in Australia, and B&T, Mumbrella, and AdNews Australia are on it. James Greet joins us as Regional Lead for Australia and New Zealand, bringing 24 years of industry experience to the work of redirecting advertising toward a more sustainable future. He'll be at Mumbrella 360, 26 to 28 May, leading a ChangeTheBrief masterclass. Come and say hello. More at https://lnkd.in/e52SSvKc #ChangeTheBrief #Australia #NewZealand #Advertising #Sustainability
-
Hugh Baillie reposted thisHugh Baillie reposted thisLet’s be honest – IT has never been the most glamorous part of agency life. Password resets, new laptops for new starters, ‘turning it off and on again’. Unsurprisingly, that’s far from the full picture these days. In the latest episode of The Immortal Life of Agencies, Greg Caplan, Co-Founder of Dovetail IT Support Limited | B Corp® certified – IT partner for the likes of Uncommon Creative Studio, Quiet Storm Agency and isobel – explains why technology decisions are becoming central to how agencies compete. Greg built Dovetail specifically for creative businesses after years in post-production and agency environments. He saw firsthand how generic IT providers often misunderstood the pressures agencies face. Speed. Creativity. Freelance talent. Huge files. Complex tools. And now, AI layered across everything. What you’ll learn in this episode: 🤝 Why technology strategy increasingly influences new-business pitches 🔐 How cybersecurity and compliance affect client trust 🚀 How technology supports creative workflows 🌱 Why involve leadership directly in AI decisions Clearly, technology is no longer a back-office function for agencies. It’s become a competitive advantage. And the agencies that treat it that way will move faster than everyone else. 🎧 Episode link: https://buff.ly/UjEZK2D ✅ Help us reach more people – please hit ‘Repost’ - - - - - - - - The Immortal Life of Agencies – weekly conversations with optimistic leaders 🎧 Apple Podcasts: https://buff.ly/HFOp9Na 🎧 Spotify: https://buff.ly/aasBxTc 🎧 Amazon Music: https://buff.ly/CT73Ess #TILOA #underdifferentiated #marketofone
-
Hugh Baillie reposted thisHugh Baillie reposted thisFinance Leadership Is Now a Change Leadership Role The role of the CFO has expanded far beyond financial stewardship. Today, finance leaders are sponsoring major transformation, where investment decisions, delivery risk, and board confidence converge. The smartest CFOs are asking new questions: Are we aligned across all sponsors? Where are the fragile assumptions hiding? Do we have a board-ready view of options and exposure? Transformation is no longer just a delivery challenge, it’s a confidence challenge. #CFO #FinanceLeaders #Transformation #ChangeManagement #Governance #RiskManagement #ERP #FinanceTransformation
-
Hugh Baillie reposted thisHugh Baillie reposted thisWhat if the biggest threat to your agency isn’t other agencies? In this episode of The Immortal Life of Agencies, Justin Billingsley offers his perspective on what the next decade might look like for agencies. For example, many agencies are looking in the wrong direction when it comes to their competitors. The real pressure is coming from platforms, technology and clients bringing capabilities in-house. What you’ll learn in this episode: 📱 How platforms are disintermediating agencies 🧠 The necessity for “mystery and value” 🏗️ The thinking behind Publicis’ Power of One model 📊 Why agencies must rethink how they price 🤖 How AI is reshaping the entire marketing value chain. The takeaway is both challenging and encouraging. AI will absolutely change how marketing gets executed. But it won’t replace the thing brands ultimately need most – ideas. Navigating these two truths is a critical skill for agency leaders. 🎧 Episode link: https://buff.ly/VX3blyr ✅ Help us reach more people – please hit ‘Repost’ - - - - - - - - The Immortal Life of Agencies – weekly conversations with optimistic leaders 🎧 Apple Podcasts: https://buff.ly/kGQnWNW 🎧 Spotify: https://buff.ly/GCg8AeY 🎧 Amazon Music: https://buff.ly/QHbVRDy #TILOA #underdifferentiated #marketofone
-
Hugh Baillie reposted thisHugh Baillie reposted thisBefore You Sign Off That Investment… Major initiatives often suffer from hidden misalignment between sponsors, delivery teams, partners and governance. As a CFO or sponsoring leader, what’s your level of confidence before you approve the investment? More and more finance leaders are seeking an independent, evidence‑based view to confirm where assumptions are solid and where exposure is quietly building. A small intervention early can prevent multimillion‑pound surprises later. #CFO #FinanceLeaders #Transformation #ChangeManagement #Governance #RiskManagement #ERP #FinanceTransformation
-
Hugh Baillie reposted thisReally happy to have played a small part in making this happen. Thanks to the Clay team for their support! I first got my hands on Clay last year, and was amazed at how advanced the tool was at ingesting information, qualifying it as relevant or not, and sending that information to a rep. Combining that level of automation with Beauhurst's depth of coverage on UK & German companies is something to be very excited about. Looking forward to heading to Dublin at the end of the month to present the partnership to the Clay Clubs!Hugh Baillie reposted thisWe're going all in on Europe's GTM, and that starts with having the best data. That's why we're excited to bring Lusha and Beauhurst (two of the leading regional data providers) into Clay, available with Clay Credits. Lusha lets you find lookalike contacts and companies based on who's already working for you — useful if you have a strong ICP but need more of them. From there you can enrich those contacts with verified EMEA data, emails and phone numbers included, all GDPR compliant. Beauhurst is focused on private company data in the UK and Germany. A lot of early-stage fundraising never gets announced publicly — Beauhurst tracks those stealth rounds + early raises, along with corporate structure and a wide range of company signals, so you're not just working off what's already out there. You said you wanted better European data coverage. 𝘍𝘢𝘪𝘳 𝘦𝘯𝘰𝘶𝘨𝘩. Read the full breakdown and get the Claybooks 👇 p.s. shoutout to both teams for helping put this together!!
-
Hugh Baillie reposted thisHugh Baillie reposted thisRobin Bonn is CEO and Principal Consultant at Co:definery. He helps agencies sharpen their positioning and transform their business models, based on the liberating truth that the agency market isn’t oversupplied, it’s just under-differentiated. Over the past decade, Robin has advised nearly 150 agencies worldwide - supporting leaders who choose not to compete on price, but instead want to define their space, evolve how they operate and sell their work at a premium. He's also the author of the international bestselling book ‘Market of One’ and hosts ‘The Immortal Life of Agencies’ podcast. Connect with Robin through the 4As Expert Network and start the conversation: https://lnkd.in/gskgifRh
-
Hugh Baillie reposted thisHugh Baillie reposted this"Here’s the tragedy: advertising people are nostalgic. They can offer great advice to clients, but run their own businesses incredibly poorly... these doctors never heal themselves, and the board does not have the stones for this level of disruption." Great piece from the ever-reliable Mark Ritson in ADWEEK (link in the comments). Love his challenge on vision and boldness for agency leaders. But I'm not sure I agree on agencies failing to heal themselves. I'm seeing agencies increasingly recognise that they can't rely on anyone else to improve their fortunes or continue to thrive. The disruption they're facing is not going to just pass, as long as they baton down the hatches. Trade bodies aren't going to save the day. Neither is yet another shiny but superficial new positioning statement. This is why smart agency leaders are embracing the hard conversations about evolving their business model - not just their rhetoric - in order to stay relevant. This recent uptick in accountability is why I wrote 'Market of One'. Taking charge of your own destiny is the ONLY starting point for your agency to command a premium in the age of AI. As Rory Sutherland kindly said: “'Physician, Heal Thyself!' Market of One is a long overdue challenge to why an industry which prides itself on differentiating its clients' brands is so averse to differentiating its own.” Whatever your own take on Omnicom and IPG (and the immediate human cost is already huge), it's clear that agencies are (to mangle Red's advice to Andy in the Shawshank Redemption) getting busy living, rather than getting busy dying. That's why I remain optimistic and excited for the future of agencies.
-
Hugh Baillie reposted thisHugh Baillie reposted thisWhat do agency leaders who've been through recent M&As wish they'd known before the ink was dry? Great question and fascinating replies from some super smart people, including Katy Hornaday, Tim Ringel, Ian Millner, Alex Bodini and Barney Worfolk Smith 🦩 Co:definery often helps refine shared propositions and advise on change around these kinds of deals, so I can certainly say that a lot of these insights ring true. They speak to the hard yards fought behind closed doors; making sure that what makes sense in theory gets translated into lasting change - and commercial impact. That's no small feat given the massive cultural inertia in agencies. It takes serious vision, leadership and commitment. Kudos Sam Anderson in The Drum. #underdifferentiated #marketofone
Hugh Baillie commented on a post
3mo
Congratulations Elizabeth Gladwin This is a brilliant move for you, and for Paritee
-
Hugh Baillie liked thisHugh Baillie liked this🫣 What a week in media. 🤥 Pauline Hanson announces defunding of the ABC and SBS 🚀 At the News Corp sponsored Bush Summit Gina proposes that Magnetic Island become our Cape Canaveral for Elon’s rockets, so young Aussie rocketeers don’t have to leave home. 🤑 Fresh from his One Nation comms advisor stint @Kyle announces he's using his ARN payout (plus investment from anonymous billionaire types) to launch his own subs-based competitor to his former employer. 😕 Mumbrella covers Pauline's National Press Club event and her Special Broadcasting Service (SBS) Australia / Australian Broadcasting Corporation (ABC) announcement yet no one in the media industry comments. Apart from a One Nation bot; And me. Anyhoo if you’re a Media / Marketing / Advertising professional up for some science backed truth telling to inform a more positive discussion about the state of Australia's nature and bio diversity systems, and the positive role our Industry can play, then please join us at our upcoming Purpose Disruptors Pub Gathering. 🗓️ Wednesday, 15th July, 6pm-8pm 📍 2nd floor, The East Village Hotel, East Sydney Abigail Thomas Jane Palfreyman TIM BURROWES Biodiversity Council Ad Net Zero Australia Darren Woolley Denise Shrivell Link for tickets below 👇 https://lnkd.in/eibe7_4s
-
Hugh Baillie liked thisHugh Baillie liked thisNew Muck Rack data: across 25 million AI citations, earned media drives 84% of what ChatGPT, Claude and Gemini tell people (link in comments). Pretty powerful stuff for PR folk. But the report runs on US data. So I dug into the UK-equivalent using our GEO Radar tool. 📰 For the UK, the Guardian is AI's favourite being cited in around 45% of answers. And paywalls barely show up. 📊 And it's worth remembering. Every assistant has its own media diet. ChatGPT leans hard on Reddit and Wikipedia. Perplexity cites the fewest sources and likes YouTube. Claude and Gemini prefer primary and financial sources. One AI strategy does not cover all four. Want an analysis for you brand or business? Give us a shout.
-
Hugh Baillie reacted on thisHugh Baillie reacted on thisBig news with Natalie Buxton joining Fenton Fitzwilliam to lead our UK team. I'm loving to be back working with her as we continue to grow the agency and expand our strategic communications offer. Natalie’s appointment comes as public affairs colleagues from Brands2Life and the UK team at RPP Group integrate into Fenton Fitzwilliam in the UK ( 👋 hello to our fantastic and much bigger team!). We’re bringing together senior counsel and deep sector expertise across energy, defence, infrastructure, telecoms and pharmaceuticals, creating a strong UK public affairs offering under the Fenton Fitzwilliam umbrella. Read all about it: https://lnkd.in/e-C9EcRM
-
Hugh Baillie reacted on thisHugh Baillie reacted on thisOur first ever Purpose Disruptors live event here in ANZ saw us sharing our market leading #Changethebrief philosophy at Mumbrella Events 360 yesterday. "We in marketing, media and advertising are the architects of demand. We can play a decisive role in shifting society away from our high carbon lifestyles, towards low carbon alternatives. Every campaign is an opportunity to normalise the behaviors, the services, and the attitudes we need to adopt to achieve sustainable living." Thank you to everyone who came along and to Carly Pollifrone TIM BURROWES Jordan Dervish for having us. 🙏 Mike Worden Nick Kavanagh Tom Phillips Laura Agricola-Moss Anita Kolni Carolyn Grant Phil Benedictus Angela Virtue
-
Hugh Baillie liked thisCommoditisation is one of the biggest challenges facing agencies today - especially as AI further democratises your capabilities on a daily basis. That's one reason I'm delighted to have been invited to speak an IAPI - Institute of Advertising Practitioners in Ireland's seminar in Dublin this week. Thanks for having me Kate Goldsmith! I'll be unpacking how the world's leading agencies are redefining value, building competitive advantage, and avoiding becoming interchangeable. 💥 Aloft by Marriott Dublin City 💥 Wednesday, June 10 💥 8:30 AM - 10:15 AM Read more and book tickets: https://lnkd.in/dNddrTB6 Spaces are limited, so don't dilly-dally. And thanks also to Daryl Moorhouse for featuring me talking about the event on the Irish Marketing Podcast last week. #MarketofOne #UnderdifferentiatedHugh Baillie liked thisTodays Irish Marketing Podcast is here.... Ahead of an IAPI - Institute of Advertising Practitioners in Ireland event next week I spoke to Robin Bonn from Co:definery about how ad agencies can create a Market of One for themselves. Robin shared a frank, no-excuses assessment of why so many agencies are struggling — and what the world's most progressive agencies are doing differently to stay irreplaceable. I also sat down with Brendan Almack and Lisa Woods from Wolfgang Digital to dig into why so many brands are seeing a sharp drop in organic search traffic and, more importantly, what they can do about it. 🎧 Listen here - https://lnkd.in/dDKaMY-Y 📖 Subscribe to the IMP newsletter - https://lnkd.in/dDfE2f2W 🤝 IAPI event details - https://lnkd.in/d5aVACGR The Irish Marketing Podcast is powered by Irish Marketing Journal (IMJ) and Tinpot Productions
-
Hugh Baillie liked thisHugh Baillie liked thisOne of the biggest myths in transformation is that leadership alignment happens in the steering committee. It usually does not. By the time a decision reaches the formal forum, most of the real alignment work should already have happened. The conversations, concerns, trade-offs and objections need to be surfaced earlier, in smaller rooms, with more honesty. When that does not happen, the steering committee becomes theatre. People nod. Decisions get deferred. Risks stay politely unspoken. And the programme keeps moving without real commitment behind it. Strong transformation leaders know that alignment is not a meeting outcome. It is a leadership discipline. If the steering committee is where alignment starts, it is already starting too late. #TransformationLeadership #LeadershipAlignment #BusinessTransformation
-
Hugh Baillie reacted on thisSo excited to announce this yesterday. The launch of Purpose Disruptors here in ANZ Super proud to work with Robert McFaul Jonathan Wise Lisa Merrick-Lawless to bring the ambition and work to this part of the world. Looking forward to spreading the story and kicking it off with the #Changethebrief masterclass at Mumbrella 360 next Wednesday. See deets in link below.Hugh Baillie reacted on thisPurpose Disruptors has landed in Australia, and B&T, Mumbrella, and AdNews Australia are on it. James Greet joins us as Regional Lead for Australia and New Zealand, bringing 24 years of industry experience to the work of redirecting advertising toward a more sustainable future. He'll be at Mumbrella 360, 26 to 28 May, leading a ChangeTheBrief masterclass. Come and say hello. More at https://lnkd.in/e52SSvKc #ChangeTheBrief #Australia #NewZealand #Advertising #Sustainability
-
Hugh Baillie liked thisHugh Baillie liked thisEvery few years, the agency world finds itself drawn into the same debate: what should we call ourselves - 'agency', 'studio', 'consultancy' etc - not to mention the sexy new moniker on the block: ‘platform’. The latest instalment, sparked by Sam Anderson’s thoughtful series in The Drum, revisits this familiar tension. And to be fair, it’s a timely challenge - the industry is evolving fast, so it’s only natural to question whether your language is up to scratch. But your decision has little bearing on whether clients buy from you. Having repositioned 150+ agencies over the years, I've found that agencies consistently overestimate what positioning actually does and underestimate what really drives client preference. Happily, The Drum invited me to unpack that... https://lnkd.in/eBiqEw5e #MarketofOne #Underdifferentiated
Experience & Education
-
Co:definery
View Hugh’s full experience
See their title, tenure and more.
or
Licenses & Certifications
Volunteer Experience
-
Fundraiser
Chesham Grammar School
- 8 months
Education
I was a core part of a team of 10 parents who set ourselves a target of raising £500,000 entirely from the this state school's community. We beat the target, raising £620,000, enabling the school to build a state-of-the-art 6th form centre for kids who previously had not enough space in school, and often at home. to spend time in private study. It was exhausting, challenging and incredibly rewarding.
-
Director Of Communications
politics
- 1 year 1 month
Politics
I advised a good friend on their campaign to to be selected as a parliamentary candidate for Wycombe. And once he was successful in that, advised him during his election campaign. Whilst ultimately, he was not elected, he out-performed his peers in the surrounding electoral districts and in the nation at large. Amongst other things, I gained huge admiration for what politicians put themselves through and loved the challenge of developing the message in such an incredibly dynamic environment.
Other similar profiles
Explore more posts
-
Prolific North
WPP and Momentum seniors join THG Studios in double creative lead coup THG Studios, the award-winning creative marketing agency from THG Ingenuity, has appointed a new pair of creative leads – Adam Mandelstam joins as executive creative director, while Rob Sanderson is the new group creative director at the Manchester business More below #creative #agency #studio #newhires
3 Comments -
Steve Davies
Marketing Procurement IQ takes place at the Oval, London this week. Procurement, both in-house at brands and the external experts they rely on, are an important conduit to more direct to client work for APA members. So we have sponsored this leading marketing procurement event, arranged for APA members to present at it and organised a substantial discount for APA members wishing to attend. Procurement is still a bit foreign to our community and no doubt us to them, so opportunities to understand procurement better and to meet with them to build trust are invaluable. In service of our objective of continuing to build direct to client opportunities for members we seek events like this where they have the right audience and we provide content, as well as those we have provided ourselves like Production Unplugged. Thank you to Traci Dunne for working with us in this and to marketing procurement kingpin Tina Fegent (FCIPS) who is chairing the session , along with the members presenting or attending, as well as the APA team, Alesia, Rhona and Janet.
3 Comments
Explore collaborative articles
We’re unlocking community knowledge in a new way. Experts add insights directly into each article, started with the help of AI.
Explore More