5 Minutes with… Samantha Stuart-Palmer
Samantha Stuart-Palmer has witnessed and contributed to the global evolution of the advertising industry throughout her two decades-long career. Now, as chief growth officer at FP7McCann in Dubai, as of January this year, she plays a pivotal role in steering the agency towards new heights in a rapidly-changing landscape.
Samantha speaks with LBB’s Olivia Atkins to discuss the democratisation of creativity, the Middle East’s unique position on the global stage, and what it means to be a woman in leadership today.
LBB> You’ve worked at leading agencies across the globe. From your perspective, how has the creative landscape evolved, particularly in the Middle East, and what excites you most about the direction it’s heading in?
Samantha> The evolution of creative problem-solving for businesses and brands has become more democratised, which is both gratifying and challenging. While it’s exciting to see various industries and disciplines leveraging creativity for business growth, democratisation also brings the risk of commoditization. CMOs and CEOs may believe in the power of creativity to support business growth, but until there is a global standard for brand valuation that can directly measure our impact, they often find themselves needing to justify the expense of advertising to their boards rather than investing in its potential.
I do miss the era of the instinctive marketer. Data has been an incredible unlock for our industry, providing insights that fuel our creativity. However, often it’s the challenging, maybe even untestable work that can shift the business needle dramatically. Such work requires seasoned, instinctual, brave marketers who know how to spot and buy into that potential.
In the Middle East, we are exceedingly fast adopters of trends, which positions us uniquely on the global stage. We are not just witnessing changes, we actively participate in shaping them. This rapid evolution is both a testament to our forward-thinking nature and a challenge to maintain our pioneering stance.
Ultimately, in a world where anyone can draft a marketing plan with an AI tool, our task is to champion excellence. It’s about pushing the boundaries of what’s possible and pioneering practices that not only keep pace with but lead the global dialogue.
LBB> As a woman in a leadership position in a traditionally male-dominated industry, how have you navigated your career, and what advice would you give to other women aspiring to leadership roles in the creative and advertising sectors?
Samantha> I feel I have navigated my career in much the same way that my male peers might have navigated theirs. It has been a tapestry of hard work, opportunities offered and taken, the sponsorship of leaders, and a constant curiosity that keeps me hungry and won’t let me stop learning.
Interestingly, the most impactful advocates for my career progression have been men, which perhaps reflects the relative lack of female role models in our industry. This reality fuels my commitment to championing women into leadership roles, not just to balance the scales, but to enrich our industry with diverse perspectives that drive innovative thinking and solutions.
For women just starting their careers or looking to climb the ladder, my advice is to cultivate a strong support network. You can have it all, but it is not easy, and next to impossible to achieve without help. Build your tribe, mentors, peers, and teams, who support and inspire you, and don’t be afraid to lean on them when the going gets tough.
LBB> You’ve been part of significant growth journeys for several agencies. How does your new role as chief growth officer at FP7McCann MENAT differ from your previous experiences, and what growth opportunities do you see in the region?
Samantha> In any business, growth isn’t just a goal, it’s a necessity. But navigating today’s business landscape presents unique challenges and complexities. Industries are evolving at an unprecedented pace, audiences are becoming increasingly sophisticated and demanding, stakeholder expectations are varied, and the needs of our employees are more diverse than ever before.
The role of a chief growth officer is not just about pursuing growth, it’s about spearheading transformational growth in a complex landscape, future-proofing organisations to achieve results today and sustainable growth tomorrow.
In calling for the CGO role, FP7McCann has taken a strategic and declarative stance on the importance of thriving in the face of change. The MENAT region remains a global centre of growth potential and FP7McCann is set apart by our readiness to not only meet the current market demands but to also set trends, lead the discourse, and develop the tools to propel us towards sustainable growth.
LBB> Looking back over your two decades in advertising, what has been the most significant change or trend you’ve witnessed, and how has it influenced the way you approach growth and leadership today?
Samantha> Reflecting on my 20 years in the advertising industry, the most transformative change I’ve witnessed is the evolution of leadership styles, particularly for women in leadership roles. Initially, I found myself emulating stereotypical or even outdated leadership styles. However, over time, I realised the importance of leading in a way that felt authentic to me. I thrive on change and my curiosity has always been the primary driver of my growth.
This approach has fundamentally shaped the way I lead and my strategies for driving growth in the business. I’ve learned the value of honest conversations about challenges and opportunities and have become comfortable with continuously evolving and adapting. This environment is essential to surface solutions that have not previously been considered and to foster a bold and brave growth attitude.
