Member Interview with Lousie Killough

We are delighted to bring you a Member Interview with Lousie Killough, Executive Director, The Union 

What’s your golden rule?

Leave things better than you found them - whether that’s a brand, a team, or a relationship with a client. Marketing is ultimately about people and trust, so if you do good work and treat people well, the rest tends to follow.

Who has been your biggest influence?

It has to be Ian McAteer. Not just because he’s no longer in the business and I genuinely miss working with him, but because of what he taught me about leadership - particularly in the later years we worked together. Ian showed me that you don’t have to have all the answers all the time. Giving people time, space and trust often leads to better thinking. He’s thoughtful, straight-talking and still hugely ambitious. Seeing that balance between ambition and empathy shaped how I think about leadership - setting high standards while creating an environment where people feel supported to do their best work.

What is your most hated business expression?

‘An effective and engaging campaign idea’ It implies that the alternative - an ineffective, boring campaign - is actually an option on the table.

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

Helping to lead our transition to employee ownership. It was about recognising that the strongest agencies are built by people who feel real ownership of what they’re creating. Giving our team a genuine stake in the business has changed the dynamic - more collaboration, more accountability, and a shared ambition for what we can achieve together.

Which leader do you admire most and why?

I admire leaders who can combine long-term thinking with the ability to bring people with them - and the ones who champion creativity. One of the best people at this is Pauline Aylesbury, Deputy Director Marketing & Insight, at The Scottish Government. Pauline understands marketing’s real influence and its ability to genuinely make the world a better place.

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

How we keep creativity and strategic thinking at the centre of marketing while the industry is being reshaped by technology and AI. The opportunity is huge, but the challenge is making sure we use these tools to amplify human insight and imagination rather than replace them. Nothing should ever overshadow our own perspective, care and judgement.

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

Being in this industry is exciting, but it can also be challenging, and having a community that brings together thoughtful, ambitious people from across the industry is incredibly valuable. The Marketing Society creates space for conversations about leadership, creativity and the future of our profession that you don’t always get in day to day work.

Why does marketing matter to you?

At its best, marketing lives at the intersection of creativity, culture, and business. It’s one of the few disciplines that can shape not only how people think and behave, but also how companies, and economies, grow. Done well, it creates real value for businesses while offering audiences something genuinely useful, surprising, or inspiring.

Tell us something that’s not on your CV

I’m an identical twin, and my sister Emma Campbell Mair, is also a fellow Director. Having that kind of built-in shorthand since day one explains a lot about how I work. It gives us a level of radical honesty you just don't find in most boardrooms - there’s no 'corporate politeness' or tiptoeing around egos. We can tell each other an idea is rubbish in five seconds, which saves us hours and lets us focus entirely on getting to a better place.