Clare Pickens’ Bold Plan for 2025: No Pitching in the First Six Months

When Clare Pickens left behind a 15-year life in Amsterdam for the beaches of Manly, she wasn’t just changing her address — she was rewriting her story. 

As the new CEO of Leo Burnett Australia in 2024, Clare faced the dual challenge of adapting to a new country while steering one of the world’s most recognisable advertising agencies through a year of intense competition and growth.

"Moving from Northern Europe to the beaches of Northern Sydney has been a huge lifestyle shift,” Clare admitted to LBB. “It's felt like a sort of homecoming, but in a completely different stage of my life."

She ended her first 12 months in a new job and new market winning two of the year’s most contested pitches in ANZ and Suncorp. ANZ, previously with Special, was widely-rumoured to be heading to BMF. The win put Leos on the map. Then, in November, Publicis Groupe, led by Leo Burnett, bagged Suncorp, ending the insurer’s 20+ year relationship with WPP. As a result, Clare has decided not to pitch for the first half of 2025.

"Pitching last year was brutal,” she said, acknowledging the role posed challenges she hadn’t anticipated. “Balancing new business opportunities with maintaining strong client relationships took everything from our team.

"We made a bold decision for 2025: no new business pitches for the first six months.

“It's a nerve-wracking stance, but it’s about prioritising our clients and delivering on our commitments."

This year, she’s backing her team to produce some of  the agency’s - now known as Leo, after the recently-announced merger of Publicis Worldwide and Leo Burnett - most innovative and creative work yet.

She’ll focus on scaling the team, building new disciplines, and deepening partnerships. Clare believes this will lead to grounded, relatable work, which is essential amid trying political and economic times.

"The world is changing in ways that are historically significant and cyclical but which feel unfamiliar. As an industry, we must guide brands to make thoughtful, informed choices.

"Our industry can shape culture, which comes with ethical responsibilities. We need to think twice before making decisions and consider all perspectives—not just the bubble we live in.

“It’s going to be a thrilling time for innovation and creativity.”

As for what she’s personally most excited for? “To explore more of Australia and dive deeper into water sports and other elements of the local lifestyle.

"In 2025, I want to become more than just a work machine. Joining clubs, picking up hobbies — becoming a well-rounded member of Australian life is a big focus."