Member Interview with Neil Dennis

We are delighted to bring you a Member Interview with Neil Dennis, CEO GAIN Experience

What’s your golden rule?

Clarity first. If people do not understand the problem, the ambition or the plan, nothing else follows.

Who has been your biggest influence?

My biggest influence has been Tony Hill, Chairman of GAIN, who since 2013 has taught me the importance of staying curious and challenging assumptions without being abrasive. He showed me that leadership is not about having the loudest voice but about creating the environment for others to do their best work.

What is your most hated business expression?

“Quick win.” It usually masks a lack of strategic intent and creates a culture where teams optimise for immediacy rather than value.

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

Restructuring a group of specialist agencies into one coherent experience practice with a single strategic spine. It seemed simple, but it unlocked collaboration, improved client value and gave us a far clearer story in the market.

Which leader do you admire most and why?

I admire leaders who stay calm, curious and principled when things become difficult. Satya Nadella is a good example. His ability to reshape a giant organisation through empathy, focus and cultural clarity is something I find inspiring.

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

How to help brands build experiences that connect with real human needs while navigating economic pressure, rapid technological change and shifting expectations. The temptation is always to do more. The real discipline is to do the right things well.

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

It puts me among people who are trying to push the industry forward rather than simply keep up with it. The conversations, the challenges and the shared ambition help sharpen my own thinking and give me a broader perspective on how brands, technology and human behaviour are shifting. For someone leading a multi agency practice, that external stimulus is invaluable. It keeps me learning, questioning and stretching myself in ways that internal networks alone cannot.

Why does marketing matter to you?

Marketing is the craft of understanding people and shaping experiences that move them. It matters because it sits at the intersection of creativity, psychology and business performance. When it is done well, it changes how organisations behave, not just how they speak. I find that blend of insight, invention and impact both intellectually and emotionally rewarding.

Tell us something that’s not on your CV

My family shapes far more of my leadership approach than any course or role ever has. Raising three children has taught me patience, perspective and the ability to stay calm when life becomes messy. It reminds me every day that people bring their whole selves to work, whether they mean to or not. That grounding helps me make better decisions, listen more closely and focus on what genuinely matters.