Leading Questions with Natalie Bell – OMD
Leading Questions
Natalie Bell, EMEA CEO at OMD, answers the call from Stephen Woodford to face our probing and quick-fire Leading Questions.
Last month, the CEO of the Advertising Association called Natalie Bell an inspiring media agency leader with an award-winning track record and nominated her for our Leading Questions.
OMD’s EMEA CEO has accepted her nomination, and in this week’s Leading Questions, she talks about, amongst other topics, contributing to the long-term health and sustainability of the industry, exploring the connective culture across 47 OMD offices in EMEA, and how curiosity opens the door, but clarity keeps you moving in the right direction.
Leadership
How do you define success as a leader in today’s media landscape?
For me, success as a leader is about constantly balancing decisions that serve both today and tomorrow. I don’t think that balance has ever been as critical as it is now. In our industry, delivering immediate results for clients and for our business is essential, but so is protecting the space and imagination to think 10 steps ahead.
True leadership lies in optimising for performance now, while investing in the capabilities, talent, and innovation that will shape what’s next.
I’m deeply passionate about this industry, so for me, that means driving not just the growth of our business and our people, but also contributing to the long-term health and sustainability of the industry as a whole. That’s why I love being involved with NABS, The Advertising Association, and WACL.
People and Culture
How do you build and maintain a strong company culture in times of rapid change?
Culture is something that’s built from within, but it lives or dies at the top. I was lucky enough to experience an incredible culture early in my career at MG OMD and later had the privilege of helping nurture it as a leader through pivotal moments.
What I learned is that culture isn’t something you can dictate – it grows when you truly understand what your people value, both personally and professionally, and then create the right conditions for those values and their growth to thrive.
That means keeping communication open and consistent, really listening to what day-to-day life feels like for people, ensuring clarity around shared goals, and celebrating wins – both big and small.
As Bruce Daisley often says, it’s also about finding those moments of shared joy. Where they used to happen naturally in the pub after work, now they might emerge in very different forms – and as leaders, we have to be intentional about creating space for them.
Right now, I’m really enjoying exploring the connective culture across our 47 OMD offices in EMEA. It’s fascinating to see how many shared values run through such a diverse network – proof that while the expressions of culture may differ, its foundation is universal.
How do you inspire your teams when uncertainty is the norm?
Change and uncertainty together can be tough, so when things get messy, I focus on what can stay consistent – our principles rather than our plans. It’s important for people to see clarity and confidence in decision-making, even when circumstances demand flexibility. Showing that you can hold firm on values while adapting to reality builds trust and reassurance.
I’ve also learned that uncertainty affects people in very different ways. Empathy is key. We have to recognise those differences and provide the right level of context and clarity so people don’t feel overwhelmed by the bigger unknowns.
Breaking things down into what’s real and actionable right now helps teams stay grounded, focused, and motivated – even when the path ahead isn’t fully clear.
And finally, never underestimate how contagious a leader’s energy can be. Our attitude sets the tone.
As leaders, we have an incredible opportunity to inspire, excite, and encourage others through how we show up. I’m genuinely passionate about the industry we’re in – it’s an exciting time to be part of it.
I’ll never forget our first post-COVID MG OMD conference, MG Unlocks, where we reignited people’s connection to the magic of media – especially those who had started their careers during lockdown.
That same spirit runs through what we’re doing now across EMEA around AI: cutting through the noise, helping people see possibility over fear, and reminding everyone why this industry has such an extraordinary future.
How do you personally stay ahead of industry disruption?
I’ve always loved this industry because it feeds my curiosity. I’m naturally someone who asks a lot of questions (probably too many at times!). Right now, that curiosity feels more important than ever.
Staying ahead means constantly seeking new perspectives, spending time with partners, clients, and our own people to really listen, learn, and connect the dots.
It’s also about discernment. There’s more information and change than ever before, so being able to separate what truly matters from the noise is just as valuable as discovering something new.
Curiosity opens the door, but clarity keeps you moving in the right direction.
AI, Innovation and Skills
How is AI changing the way you lead and make decisions?
AI is accelerating the pace of change in our industry, but for me, it’s also a reminder that leadership has to stay deeply human. The technology gives us incredible new ways to analyse, predict, and optimise – but what we do with those insights still comes down to judgment, creativity, and empathy.
As a leader, AI is changing the way I think about decision-making in two main ways. First, it’s helping us make faster, more informed decisions by grounding instinct in richer data. Second, it’s opening up new conversations about skills, creativity, and how we organise around innovation.
My job is to make sure people feel equipped, confident, and inspired – not fearful – as these tools become part of daily life.
Ultimately, AI is amplifying what great leadership has always been about: curiosity, learning, and using technology to unlock human potential, not replace it.
What’s your advice for aspiring media leaders?
Stay endlessly curious. About people, technology, culture, and how everything connects. The best leaders in media aren’t the ones who know it all; they’re the ones who stay open to learning, ask better questions, and create spaces where others feel safe to do the same.
Remember that leadership isn’t about having all the answers; it’s about giving others the confidence to find them with you. If I’m very honest, it took me a while to realise that as I went from a specialist to a leadership role, and that’s a hard – but critical adjustment.
Be decisive but humble, ambitious but kind, and never lose sight of the joy in what we do.
This is one of the most dynamic, creative industries in the world, and those who thrive in it are the ones who embrace change and bring others along for the ride.
The Quick-fire Round
Which book would you make required reading for all media leaders?
The Fearless Organization: Creating Psychological Safety in the Workplace for Learning, Innovation, and Growth.
But also – CLIMB by Mark and Ritchie – I’ve not read it yet, but I know it will be amazing!
Which leader from TV, film, or literature most inspires you?
Anyone who knows me knows I’m obsessed with crime fiction. I love that there have been so many great female detectives! Vera Stanhope, Jane Tennison, Stella Gibson, Catherine Cawood, Nikki Alexander. Empathy, determination, collaboration, and integrity.
What’s your go-to source for inspiration when you need it — work or otherwise?
Spending time with people. At conferences, forums, teams across agencies, partners, and markets. I’m an external thinker – I love just kicking things around with different perspectives.
Media lunch or media breakfast meeting, and why?
Breakfast, because it’s less likely to be disrupted by anything else that day. Although I’m not a big breakfast eater…just as long as there’s coffee, I’m happy.
Which media leader would you like to answer Leading Questions next?
Sue Todd from NABS, please. A very special leader in an organisation that is so important to us right now.
Leading Questions is published by The Media Leader every Friday.