A great agency boss needs to be a JEDI says MiAwards judge Penrose

Judging is to take place at the offices of POSSIBLE in London and the judging panel includes a range of agency experts including along with Noel, Ian Perman of AMV BBDO, Jim Brigden of iProspect, Barry Dudley of Greensquare, Karen Welman of Pearlfisher, Vicky Reeves of Chameleon, Andy Edge of Odeon Cinemas and Steve Antoniewicz of the RAR.

Last week Barry Dudley outlined what he will be looking for from agencies on judging day and now it’s the turn of Noel Penrose.

1. As a judge in this year’s MiAwards, what for you constitutes a great agency business?

One that demonstrates innovation in thinking and expression to identify and solve client needs and develop new products and services to expand the market

2. As a former agency leader, what do you think are the most important qualities for the leader of an agency business to have?

I always look for JEDI characteristics in leaders; Judgment, Empathy, Drive and Initiative - but a great agency leader needs to spend more time 'on the business' rather than 'in the business' to deliver proper leadership that sets a course for what the agency is, how it stands out and where it is going and inspires others to take the journey with the leader

3. How important is it for agencies to have a high media profile and what is the best way to build and develop this?

Reputation is a great way to build a strong and lasting business, so a media profile helps greatly. There are many ways to build and develop a profile, but the leader has to decide whether the strategy is to build the profile for the brand, for the leader or for both and to deliver against that decision cohesively. An agency leader who is a guru or figurehead may leave the brand vulnerable if the leader moves on. For the guru approach, speaking at conferences, writing white papers and being a spokesperson expert are sensible paths to pursue. For a brand, awards recognition, representation of major brands and hot talent recruitment all help establish a presence.

4. As an agency leader, how did you approach entering awards and what merit do you put into them?

If you decide to enter awards then take them very seriously and go in it to win. it takes alot of planning, communication, administration and great presentation to pull a good awards group together with great content, so don't go half-baked and attack it as the showcase opportunity it genuinely is

5. What three pieces of advice would you offer the leader of a growing independent agency?

I. Spend at least half your time in the future; where are you taking the business, how are you going to get there, who are your key players, how are you inspiring them, how are you tying them in to your vision and your business?

II. Find a very good number two, who you can trust and enable them to do the heavy lifting 'in the business' to allow you time to focus on the vision, key client relationships, growth and innovation

III. Find a mentor, someone you can bounce ideas off and act as a sounding board to your plans. It can be lonely as the leader, you don't have a boss and you can't share everything with your management team without seeming uncertain or indecisive, so a mentor from outside the business can really keep you fresh and on your toes.

The deadline for entry to this year’s MiAwards is Friday 13th September. If you require an extension please contact Nikki Gillies on 0141 559 6076 or by email.

For further information on the MiAwards please visit the awards website or contact Nikki Gillies.

MiAwards is sponsored by The Wow Company, The Little Black Book Agency, Boutique Media, Wild Heather Digital Research and Evolution Print.