“Leadership Isn’t a Destination, It’s a Continuous Journey of Learning and Growth”

Jonny Davis leads the brand experience division at Allied Global Marketing alongside his brother, Paddy, after selling their agency, Honey+Buzz, to Allied in 2021.

Since then, they’ve transformed the division into a global leader in experiential marketing, blending creative excellence with cutting-edge technology to deliver immersive brand activations at scale.

With over 20 years in entertainment, gaming, and lifestyle marketing, Jonny has shaped award-winning global campaigns for Netflix, Paramount, Heineken, and McDonald’s.

His passion lies in merging bold storytelling with innovative production, ensuring every experience not only captivates audiences but also delivers tangible, data-driven results.

At the forefront of the industry’s evolution, Jonny continues to push the boundaries of brand experience by leveraging AI, real-time analytics, and emerging tech to craft the next generation of experiential marketing.

LBB> What was your first experience of leadership?

Jonny> I’ve been lucky to experience leadership from a young age.

Growing up, I watched my mother, now the global CEO at Special Olympics, develop as a leader throughout her career. She has an innate ability to inspire people, rally communities, and make the impossible possible.

One of the most powerful examples of her leadership was bringing an entire country together to celebrate the 2003 Special Olympics World Games in Ireland.

Seeing her navigate challenges, unite people behind a common cause, and create something truly impactful showed me that leadership isn’t about power, it’s about vision, perseverance, and the ability to bring people with you.

Those lessons have stayed with me throughout my career, shaping how I approach leadership in the brand experience and live events industry.

LBB> How did you figure out what kind of leader you wanted to be – or what kind of leader you didn’t want to be?

Jonny> Figuring out the kind of leader I wanted to be was a process of observation, experience, and self-reflection.

I paid attention to the leaders I admired, those who inspired, challenged, and empowered their teams, and I also took note of what didn’t work.

I knew I didn’t want to lead with fear or control; I wanted to lead with clarity, decisiveness, and a genuine investment in my team’s success. Live experiences thrive on collaboration, creativity, and energy.

Leadership in this space means making people feel excited about the work they’re doing while giving them the confidence to experiment, fail fast, and push boundaries.

LBB> What experience or moment gave you your biggest lesson in leadership?

Jonny> My biggest lessons in leadership came from observing how great leaders can read the temperature of their team.

They know when to push and when to ease off. They are invested in their teams, not just in terms of performance but in understanding what drives everyone.

The best leaders create an environment where people feel supported, challenged, and empowered to do their best work.

In the fast-paced world of live events and brand experiences, this balance is crucial. Knowing when to motivate and when to step back allows a team to function at its highest level, ensuring both individual and collective success.

LBB> Did you know you always wanted to take on a leadership role? If so how did you work towards it and if not, when did you start realising that you had it in you?

Jonny> I don’t think I ever set out with the intention of becoming a leader. It happened organically.

What I did know from an early stage was that I thrived in environments where I could create, bring people together, and drive something forward. I’ve always been drawn to problem-solving and making things happen, which naturally led me to take on more responsibility.

Over time, I started to realise that leadership wasn’t just about stepping up in big moments; it was about the small, everyday actions that build trust and inspire teams. The turning point for me was seeing the direct impact I could have, not just on the work but on the people around me.

That realisation pushed me to be more intentional in how I developed my leadership skills, sought mentorship, and refined my approach to guiding teams.

LBB> When it comes to 'leadership' as a skill, how much do you think is a natural part of personality, how much can be taught and learned?

Jonny> I believe leadership is a blend of natural instinct and learned skill. Some people have an innate ability to inspire and guide others, but the best leaders are those who continuously learn, listen, and refine their approach.

I’ve seen leadership styles evolve over time, shaped by experience, mentors, and even setbacks. In our world, where the unexpected is part of the job description, leadership isn’t about having all the answers, it’s about making people feel empowered to find them.

LBB> What are the aspects of leadership that you find most personally challenging? And how do you work through them?

Jonny> One of the most challenging aspects of leadership is balancing decisiveness with openness. There’s a fine line between being an approachable leader who values input and a leader who gets stuck in indecision.

In the brand experience world, things move fast, and there isn’t always time to workshop every decision.

I’ve learned that it’s okay to not have all the answers immediately, what matters is making informed decisions with confidence and clarity, then owning them.

LBB> Have you ever felt like you've failed whilst in charge? How did you address the issue and what did you learn from it?

Jonny> Failure is part of leadership, and in live events, failure can be very public.

I’ve had moments where things didn’t go as expected, where I questioned my approach, and where I had to own my mistakes. The key is to address failures head-on, take accountability, and learn from them.

Every challenge presents an opportunity to refine leadership skills and build resilience. And sometimes, the best creative breakthroughs come from the lessons we learn in the toughest moments.

LBB> In terms of leadership and openness, what’s your approach there? Do you think it’s important to be as transparent as possible in the service of being authentic? Or is there a value in being careful and considered?

Jonny> I believe in transparency, but with thoughtful consideration. As a leader, being open and authentic builds trust, but it’s also important to manage communication strategically. Not every challenge needs to be shared in real-time, leadership is about knowing when to be open and when to provide reassurance and direction.

In our industry, where energy and enthusiasm fuel great work, knowing how to keep spirits high while being honest is a crucial balance.

LBB> As you developed your leadership skills did you have a mentor, if so who were/are they and what have you learned? And on the flip side, do you mentor any aspiring leaders and how do you approach that relationship?

Jonny> Mentorship has played a crucial role in my development as a leader. I’ve been fortunate to have mentors who provided guidance, challenged my thinking, and helped me see the bigger picture.

Now, I make it a priority to support aspiring leaders in the same way—helping them navigate challenges, refine their leadership style, and build confidence in their abilities. The best brand experiences are created by teams that feel supported, inspired, and trusted.

LBB> In continually changing market circumstances, how do you cope with the responsibility of leading a team through difficult waters?

Jonny> Market dynamics are constantly shifting, and leading a team through uncertain times requires a combination of resilience, strategic thinking, and empathy.

I’ve found that the key to navigating change is clear communication, setting realistic expectations, and ensuring the team feels supported.

Leadership isn’t about having all the answers but about guiding people through challenges with confidence and adaptability.

In live events, change is constant, whether it’s a new client demand or an unexpected logistical hurdle, we must embrace the pivot.

LBB> As a leader, what are some of the ways in which you’ve prioritised diversity and inclusion within your workforce?

Jonny> Building an inclusive and diverse team isn’t just a checkbox—it’s essential for innovation and creativity. As a leader, I make it a priority to foster an environment where different perspectives are valued and where people feel empowered to contribute their best work. In experiential marketing, we’re creating moments that connect with diverse audiences, and that starts with making sure our teams reflect the world we’re speaking to.

LBB> How important is your company culture to the success of your business? And how have you managed to keep it alive with increases in remote and hybrid working patterns?

Jonny> Company culture plays a critical role in business success and maintaining that culture in hybrid and remote work settings requires intentionality—regular check-ins, clear communication, and a shared sense of purpose. When people feel part of something bigger than themselves, they bring their best ideas forward.

LBB> What are the most useful resources you’ve found to help you along your leadership journey?

Jonny> Leadership isn’t a destination; it’s a continuous journey of learning and growth. Books, podcasts, and conversations with other leaders have all played a role in shaping my approach. Recently, I completed a Professional Diploma in Leadership Development at UCD Smurfit Business School. The course content was exceptional, but what truly enriched my learning experience was the other participants. Their diverse perspectives challenged my thinking and helped me appreciate new approaches and methods for leadership. Seeing how different leaders tackle challenges and inspire their teams was invaluable. It reinforced the idea that leadership is not a one-size-fits-all model, every leader brings their unique strengths, and the best ones keep evolving.

Leadership is about more than strategy and decision-making, it’s about people. It’s about creating an environment where teams thrive, where ideas are heard, and where challenges are met with resilience and creativity. In brand experiences and live events, it’s about turning ideas into unforgettable moments. It’s a journey I’m still on, and one I’m continually learning from every day.