Soapbox 2025: Kelly Bayett on Leading with Humility, Compassion and Honesty
Our LBB community is buzzing with ideas, opinions and visions for a better advertising industry. So this year, we invited you to dig out your megaphone and climb onto our figurative soapbox to share your hopes for 2025: what change do you want to see? How can the inner workings of the industry improve? How should it adapt to the tech, social, cultural, economic, and politics shifts shaping the market?
Taking the mic today is Kelly Bayett, founder of music, audio-post and sonic branding company Barking Owl and founder / managing partner of LA-based production company Love Song. She discusses how leaders can respond to challenges and step up to support their employees to help create a better culture all-round.
Last year brought significant changes to the marketplace, setting the stage for a transformative 2025. On one hand, we saw large agencies growing even larger through mergers and acquisitions. On the other, small independent agencies proved that hustle, ingenuity and bold thinking could secure remarkable clients and make a meaningful impact. These shifts remind us that innovation and creativity thrive at every level of the industry.
In the US, a new political administration is reshaping the national landscape with fresh ideas and values that will undoubtedly influence how businesses and industries move forward. Meanwhile, AI continues to spark curiosity and drive innovation for some while fueling fear and uncertainty for others. It’s a tool with the potential to redefine how we work – if we approach it with thoughtfulness and intention.
This year is poised to be one of profound change and transformation. Numerologically, 2025 is a 9-year (2+0+2+5 = 9), symbolising endings and paving the way for powerful new beginnings. It’s a time to reflect, adapt, evolve, and actively create the world we want to live in. For many of us, this means embracing humanity and prioritising the kind of leadership that shapes not only our workplaces but also the broader culture around us.
Even as I write this, we’re facing once-in-a-lifetime fires devastating Los Angeles and its surrounding areas. The scale of loss and destruction is staggering, yet amidst the devastation, we see powerful reminders of our interconnection and resilience. Communities are coming together, offering support, resources and hope to those affected. This solidarity reflects the best of who we are and reminds us that in moments of great adversity, our greatest strength lies in our connection to one another.
People are seeking stability, yes – but even moreso, they want workplaces where they feel safe to innovate, grow and bring their best selves to the table. This is a global challenge, but it also presents a significant opportunity for leaders. Take the example of Jimi Butler, a Miami Heat player suspended after expressing his desire to find joy in his career. Instead of supporting him in rediscovering that joy, leadership chose to punish him – a decision that only reinforced his disconnection. It’s a stark reminder of how leadership choices impact culture and morale.
As leaders, we have a choice in how we show up. Will we inspire with authenticity and vision, or will we create environments rooted in fear and control? Fear might feel like an easier path—it’s predictable and, in the short term, effective. But it’s not sustainable. People thrive when their leaders foster trust, creativity, and purpose.
At the same time, as DE&I initiatives face mounting challenges, staying committed to equity and inclusion is more important than ever. Not because it’s mandated, but because it’s the right thing to do. Choosing to uphold these values daily, even when it’s not popular, will shape the culture of your organisation for years to come. Empowering, uplifting, and inspiring your team isn’t just an act of good leadership—it’s a competitive advantage.
2025 will test us in many ways, but it also holds enormous potential for growth. Our teams are watching how we navigate uncertain times, and our actions will set the tone for the culture we create. My hope for this year is that we, as leaders, rise to the occasion. Let’s lead with humility, compassion, and honesty, building legacies that reflect the best of who we are and the world we want to create.
