Leading Questions with Imogen Fox – The Guardian
Leading Questions
Imogen Fox, The Guardian‘s global chief advertising officer, answers our probing and quick-fire Leading Questions.
Imogen Fox has been part of The Guardian since 2004, progressing from assistant fashion editor to head of fashion. She moved into the newsbrand’s commercial department in 2016 where she has held leadership roles including executive editor of Guardian Labs. In 2023, Fox was promoted to chief advertising officer with a global remit following very closely after.
A frequent contributor to The Media Leader events, podcast and opinion pages, we asked Fox about her leadership outlook.
The rhythm of the week has changed. How should marketers react? With The Guardian’s Imogen Fox
Leadership
What are the principles that guide your leadership approach?
Fairness and fun, in every regard. Spirit counts more than slickness for me: I’d rather have teams who care and are committed than ones who have done everything before.
How do you define success as a leader in today’s media landscape?
When I am working with teams who demonstrably care and enjoy every single win, no matter how small. Joint success bonds teams in ways that really matter when the advertising world gets tough.
People and Culture
How do you inspire your teams when uncertainty is the norm?
Not everyone loves a rollercoaster and there is no denying that. But I believe that if you enjoy the actual work and are aware of change without reacting to everything then you tend to relax and produce better stuff. I remind people that while there is a lot that is out of our control, there’s also much to love.
At its best this industry takes in everything that I care about: how people live, what they do, and what makes them act. That’s what keeps it exciting.
What’s your approach to developing future leaders within your organisation?
I’m very open about the way I make decisions and mistakes, and I’m very happy to share that with anyone who asks. I make the effort to really get to know my team and understand what’s important to them. Basically, I’m incredibly nosy (the essential journalistic trait – ed), but that’s how you build strong relationships and help people grow.
AI, innovation and skills
What skills will define successful media leaders in the next decade?
Understanding what’s going on in the real world, not just the media bubble.
What’s your advice for aspiring media leaders?
Be on top of the right level of detail in your business and realise who needs to hear what. That way you won’t bore bosses and very senior people but you will have enough detail to be persuasive with your teams and clients.
Quick fire media round
Which book would you make required reading for all media leaders?
Not a fan of leadership books but I do find stories about Sir Alex Ferguson inspiring.
Which leader from TV, film, or literature most inspires you?
Carla from Coronation Street. She’s the boss, but she’s always on the factory floor.
What’s your go-to source for inspiration when you need it. Work or otherwise?
’80s and ’90s music from the North West.
Media lunch or media breakfast meeting and why?
Breakfast – most people are more engaged and less stressed about email pile up first thing.
Which media leader would you like to answer leading questions next?
Kelly Parker – persuasive, great company, and particularly convincing when it comes to skincare.
Entries are open for the third annual Guardian Advertising Awards
If you’d like to answer our Leading Questions, drop me a line at [email protected]