The EVCOM Event Leaders’ Lunch Series, created in partnership with Robert Kenward (specialist senior recruiter), brings together some of the most respected agency leaders to tackle the challenges they are facing today.
Topics are decided in advance by the attendees themselves; for this first gathering, business planning and forecasting in an unpredictable economic climate emerged was voted the top priority, reflecting the shared challenges many agencies are currently facing.
These quarterly meetings are held under Chatham House Rules and offer a valuable space for C-suite executives to connect and exchange ideas, solve problems, and strengthen their leadership. The inaugural event saw senior leaders from top agencies such as DRPG, Identity, Brandfuel, Bearded Kitten, Strata PRG, First, Asembl and Seen presents share practical insights, strategies, and solutions. This article from Robert, explores the key takeaways from the first event, including the importance of detailed business planning, staying flexible, building high-performance teams, and finding the right balance between instinct and data.
The inaugural Event Leaders Lunch with EVCOM produced some thought-provoking insights into effective business planning and leadership from some of the most progressive agency leaders in the industry. A key theme of the discussion was the importance of having a clear vision supported by a detailed strategy and tactical plans.
Business planning is essential. The event reinforced that having a clear vision is great, but without a solid strategy and detailed tactical plans, it’s just empty rhetoric. One of the professional speakers (Simon Quarendon) compared it to a mountaineering expedition—miss one tiny detail, like a box of matches, and your grand summit attempt could turn into a cold, miserable failure. Agencies do need to sweat the small stuff.
Flexibility was another hot topic. I was introduced to the concept of ‘double gaze’—a samurai-inspired skill of focusing on the immediate task while keeping an eye on the bigger picture. Ignore the details, and you’ll trip up. Ignore the horizon, and your competition will leave you behind. Agency leaders need to master this balancing act.
One of my favourite moments was the reminder to focus on the process, not just the outcome. Agencies often obsess over results, but the consistent execution of daily operations is what drives long-term success. Think football managers drilling their teams on game plans, not just final scores.
We also explored high-performance teams through a simple formula: Performance = Skill Set + Mindset + Structure. The McLaren F1 team’s 2.1-second pit stop says it all—everyone knows their role, has the right skills, and is supported by solid systems. Simon suggested a practical exercise for agencies: rate your skill set, mindset, and structure out of 10, identify the weakest area, and build a plan to improve it. Incremental improvements across these elements can transform an agency’s performance.
Long-term business plans are often uninspiring and easily forgotten. The solution according to Simon? 100-day sprints that rally the whole agency around a single goal. One agency shared how their team, from junior staff to senior leaders, collaboratively sets sprint goals, boosting engagement and driving results. During a visit to the NASA Space Centre in 1962 President Kennedy noticed a janitor and he interrupted the tour, walked over to the man and said, “Hi I’m Jack Kennedy. What are you doing?” and the janitor responded, “I’m helping to put a man on the moon Mr. President.” This story may be 60 years old, but it’s still a great example of the level of team buy-in we should aim for.
We also tackled real-world challenges: balancing gut instinct with data, managing multiple roles as owners, directors, and doers, and deciding how transparent to be about exit strategies. While some leaders advocate full transparency, others warned that sharing too much too soon could create panic. There’s no one-size-fits-all answer, but clarity on who leads the planning process is crucial—whether it’s the CEO, FD, or another senior leader.
The importance of measurement also stood out. Our peer speaker (Matt Green Strategy Director at Broadsword) emphasised the need for real-time performance tracking and regular review sessions. Without clear metrics, it’s easy to lose sight of progress. Another shared how their agency balances ambitious long-term goals with monthly check-ins, ensuring agility and alignment.
Discussions on client planning highlighted the need for strong forecasting despite market uncertainties. Leaders debated how much business should be contracted at the start of the year and how changes in client leadership can impact agency-client relationships. Staying aware of these shifts is key.
Ultimately, the event underscored that business planning is a continuous, collaborative effort. It’s about blending strategy with flexibility, data with instinct, and leadership with teamwork.
Until next time, keep your eyes on the horizon, stay flexible, and trust your instincts.
The EVCOM Event Leaders’ Lunch isn’t just another industry meet-up; it’s a vital forum for shared learning, collaboration, and growth. The content is user generated and as well as a professional speaker delivering insights, one of the group also performs speaker duties to share real time examples, challenges and solutions. As the series continues, it promises to deliver even more valuable insights and create meaningful connections among senior industry peers. If you’d like to be part of the next EVCOM Leaders Lunch and join these important conversations, please drop Robert an email robert@recruitmentprof.com
Robert Kenward is a specialist recruiter for the industry and creator of FitabilityⓇ for companies looking to hire senior talent (£60k+).
He has worked within recruitment for the live events, brand experience and experiential marketing sectors for over two decades. and is a regular media columnist and commentator. You can sign up to his free fortnightly newsletter HERE