Why 10 Questions on Advertising proves the industry still has plenty to say

Lessons from the front line

Across season one, a few key themes stood out. Chief among them: the rise of leadership rooted in empathy rather than ego. Helen James at The Gate and Zoe Eagle at Iris both spoke about stepping into CEO roles with a sense of responsibility to modernize culture as much as business performance. Their reflections on “day one” showed that today’s agency boss isn’t always necessarily the loudest voice in the room, but the one who listens hardest.

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Another clear theme was bravery in creative decision-making. DDB Australia’s Priya Patel talked about protecting creative ambition in a world obsessed with data dashboards. Diageo’s Patricia Borges described how she uses purpose not as a slogan but as a decision-making framework. Whether that means championing female distillers or balancing innovation with heritage.

Founders such as Mark Himmelsbach at Episode Four and Helen Calcraft at Lucky Generals shared the entrepreneurial energy that made this industry exciting in the first place. Their stories reminded us that the best agencies still emerge from people wanting to do things differently - and doing them well enough to make the rest of us take note.

What clients really want

We also heard from the people in the middle of the pitch room. Intermediaries and head-hunters didn’t hold back on what clients are looking for right now: clarity over capability, chemistry over credentials. And they called out what agencies still get wrong - confusing energy with empathy, and ideas with ego.

Paul Wright of Uber Advertising gave a client’s view of what modern partnerships should look like. In an era of fragmented attention, he said, advertisers need agencies who can think beyond placements and help brands earn their place in culture again. Warner Bros Discovery’s Monika Oomen echoed that, urging agencies to “remember the magic in marketing” even as technology transforms the mechanics.

From sport to AI

If 10 Questions has shown anything, it’s that creativity now thrives in unexpected corners. Steve Martin, founder of MSQ Sport + Entertainment, discussed the rise of a new generation of sporting superstars who see themselves as creators, communities and media platforms rolled into one. The intersection of sport, entertainment and brand storytelling is changing faster than any other marketing space and Steve’s insights on how agencies must evolve with it made for one of the series’ most energising conversations.

At the other end of the spectrum, we explored how technology is reshaping creativity itself. Alex Springer at Impact.com and James Taylor at Particular Audience unpacked what AI means for the future of media buying and personalisation. Their answers were refreshingly human: it’s not about machines replacing marketers, but freeing them to think bigger, faster and smarter.

Then there was Andrew Tindall from System1, who we deliberately asked to “start a LinkedIn argument.” He duly obliged, challenging the industry to stop over-intellectualising effectiveness and remember that advertising works best when it makes people feel something. His line that “emotion isn’t the opposite of logic; it’s the proof of it” will likely echo for seasons to come.

Bringing it to the stage

To wrap up the season, we took 10 Questions live, recording a series of podcasts at The Drum Live event in London. It felt like the perfect setting. Two days built around open, conversations about what’s next for marketing. Our guests included Asda's Pippa Prain, Warner Bros Discovery’s Monika Oomen and Brainlabs’ Alex Glover, who each joined us in The Drum’s podcast studio to tackle their own 10 questions, offering insight, humor and the kind of candour you only get face to face.

Pippa’s chat about “agency non-negotiables” struck a chord. Too often, she said, agencies underestimate how much trust matters. “We remember the people who make our lives easier, not harder,” she told us.

What’s next

Season two of 10 Questions is already in the works. Expect more global voices, more behind-the-scenes stories, and maybe a few more carefully designed LinkedIn arguments. But before diving back in, it’s worth pausing to appreciate what the first run has shown: amid all the talk of AI, algorithms and economic pressure, advertising’s real power still lies with its people.

You’ll find the collection of 10 Questions on Advertising podcasts on The Drum’s dedicated podcast hub. Start with your favorite guest - or pick one at random. Either way, you’ll be reminded why this industry remains such a brilliant, challenging, inspiring place to spend a career.