Member Interview with Anne Stagg

We are delighted to bring you a Member Interview with Anne Stagg, CEO, Digitas 

What’s your golden rule?

Don’t choose to be confused. I’ve always believed it’s important to ask questions and stay curious, it’s the only way to really learn. In leadership, that curiosity helps you get under the skin of challenges, understand people’s motivations and keep evolving.

Who has been your biggest influence?

My dad. The advice he gave me 30 years ago has completely shaped how I behave and how I conduct myself. There were two pieces of advice in particular that stuck with me: “Business is personal” and “Do what’s right for the client and the rest will follow, no need for self promotion, let the work do the talking”

Those principles have guided me throughout my career. That said, I have learned over time celebrating success and giving visibility to the great work of your team isn’t self promotion it’s recognition. Shining light on others is one of the most important things you can do as a leader.

What is your most hated business expression?

“The client is always right.” Whilst I understand the sentiment, a good trusted advisor should be able to question, challenge and offer an honest perspective. The best client relationships I have enjoyed over the years are built on mutual trust - where different opinions are encouraged and constructive debates lead to better outcomes. Healthy tension, when managed well, is a creative force.

What’s the smartest business idea you’ve ever had?

That’s a secret, it’s my retirement plan! Let’s just say I am passionate about finding a way to support and nurture neurodiverse talent. I’d love to develop something that helps match people to roles that truly suit their strengths, unlocking their potential that might otherwise go untapped.

Which leader do you admire most and why?

Barrack Obama. He once said, “Our choices reflect and determine who we are”

He talked about how none of the decisions he had to make had a clear answer. If they had an easy answer, someone else would already have made the decisions. He talked about the process he went through in making tough decisions and I found it very inspiring. Especially when none of the options are ideal. Integrity is

really important to me too. I try to focus on people first, and to spend the right amount of time on each decisions, quickly on the reversible ones and longer on the irreversible ones.

What is on your mind the most right now as a marketing leader?

It’s an interesting time to be in marketing. Clients are striving for greater efficiencies, looking to be more connected than ever and trying to understand how to embrace AI in meaningful ways. The pace of change can be daunting, but it’s also full of opportunity. With the right partners and smart consolidation, we can help brands navigate this shift and unlock new forms of creativity and connection.

Why is being part of The Marketing Society important for your career?

Having a network outside of your day to day enables you to fast-track your learning and gain fresh perspective. Meeting many different marketers from different businesses and having access to incredible talent and thought leadership is invaluable.

Why does marketing matter to you?

Marketing is, at its core, communication. For me, marketing is the emotional intelligence of how we connect with customers through data, creativity and technology we have the opportunity to reimagine how customers experience a brand.

Tell us something that’s not on your CV

Back in 2002, I went through full-scale disaster recovery when a fire destroyed our offices. It was before the cloud existed - back in the days of AS400 systems - and I’ll never forget the backup system arriving in a lorry! We had to rehouse 400 people and we managed to survive the incident without losing a single client or employee. It was amazing to see people step up and how an unusual experience surfaced incredible talent and behaviour in the business which might otherwise have gone unnoticed.

Digitas are part of Publicis Groupe UK, partners of The Marketing Society.