Winning at Growth Means Knowing Where to Focus
In an industry that moves at breakneck speed, growth isn't necessarily about doing more. It's about understanding where to focus, making better decisions and building the foundations for long-term success.
In this episode of Growth Leaders, Emily Crabtree, Global Marketing Director, and Adam Knott, Head of Strategy, from IMA share their perspectives on scaling an agency internationally, balancing brand consistency with cultural relevance and why human understanding remains at the heart of effective marketing.
For IMA, growth means taking its work to a bigger stage. With ambitions to expand its global footprint, the agency is focused on building greater recognition for its capabilities and bringing its story to new markets.
But growth also presents challenges for brands. As platforms and media environments increasingly reward novelty, marketers face a constant tension between staying culturally relevant and maintaining a consistent brand message. The opportunity lies in finding fresh, engaging ways to communicate without losing sight of what the brand stands for.
The conversation also explores the role of AI in agency growth. Rather than viewing technology as a replacement for talent, the team believes the agencies that succeed will use AI to enhance their capabilities while continuing to invest in their people and culture.
And when it comes to delivering effective marketing, their advice is clear: understand the real problem before rushing towards a solution. Too often, brands try to achieve everything at once without properly identifying the barriers they need to overcome.
For Emily and Adam, strong marketing requires genuine human understanding, decisive choices and the confidence to focus on the battles that matter most.
Ultimately, sustainable growth comes from combining strategic clarity with cultural awareness, investing in the people behind the work and knowing when to say no to distractions.
Key takeaways
- Consistency and cultural relevance must work together. Strong brands maintain a clear identity while finding new ways to connect with audiences and respond to cultural change.
- AI should enable people, not replace them. The future of agency growth lies in combining technology with human expertise, creativity and a strong internal culture.
- Focus is a competitive advantage. Diagnose the real problem, make deliberate decisions and concentrate on winning the battles that will have the greatest impact.
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