Redesigning Agency Leadership for the Era of AI, Adaptive Strategy, and Expanding Possibility.
Because leadership isn't about staying ahead - it's about shaping what comes next
STRATEGY ISN'T ENOUGH. GREAT AGENCIES NEED LEADERS WHO CAN SHAPE WHAT'S NEXT.
Sue McKenzie | Leadership & Culture Strategist for the Communications Industry
Over 3,000 agency leaders coached across 25+ years in creative, media, digital, and design.
Real leadership isn't about surviving pressure. It's about designing clarity in the middle of it.
What if your leadership systems and culture were the reason your best people stayed, your pitch wins improved, and your teams made faster, sharper decisions?
Individual growth matters but without aligned systems, the impact doesn't scale. That's where I focus: strengthening decision-making systems, increasing leadership capacity, and creating a culture that's ready for what's next.
After 25 years inside this industry, I understand the pressure, the politics, and the pace. And I know how to turn that complexity into clarity, consistency, and results.
Is Your Leadership System
Future-Ready?
Take the 5-minute diagnostic that shows where you're aligned,
where you're exposed, and what to build next.
Agencies are leading through AI, ambiguity, and accelerated change — and the old model of leadership can’t keep up.
This no-fluff scorecard gives you:
A fast, insight-packed snapshot of your leadership system.
Clear feedback across: strategy, decision-making, culture, leadership capacity, and more.
Tailored recommendations to boost pitch wins, reduce attrition, and lift decision quality.
Insight into how ready your leadership approach is for AI and future complexity.
A concise leadership briefing designed to inform your next strategic move.
Built for leaders who want clarity, not complexity.
Take the scorecard. Your results will be available immediately — with practical guidance to support action.
OUR METHOD
The 5 Adaptive Leadership Streams
The Future X Adaptive Leadership Lab gives senior agency leaders the frameworks, tools, and systems to lead with clarity, authority, and impact in a disrupted world.
You'll move through five adaptive leadership streams:
Canvas
Adaptive Self + System
In an environment of constant disruption, leaders can no longer rely on instinct or charisma alone. You’ll build the self-awareness and leadership operating system to shift from reacting to shaping.
Culture
Future-Fit Performance Culture
Hybrid work, stretched teams, and competing priorities erode the energy and trust that make agencies thrive. Learn to turn principles and behaviours into performance drivers that energise people and retain top talent.
Communication
Authority Narratives
Flooded with noise and AI-generated messages, it’s never been more important for leaders to communicate with clarity and conviction. You’ll develop the language and presence to cut through and lead with authority.
Clients
Trust as a Competitive Edge
As AI accelerates delivery and commoditises output, human leadership and trust become what clients are really buying. Learn how to build trust under pressure and lead teams that win and retain business.
Connectivity
Collaboration Without Authority
Agencies are increasingly expected to deliver through cross-functional squads – but without formal power. Master adaptive influence: align silos, navigate priorities, and create the connective tissue that makes collaboration work.
TRUSTED BY
Agencies and brands we've worked with:
Services
These aren’t one-size-fits-all coaching programs. These are strategic interventions designed for agency leaders navigating complexity, pressure, and cultural fatigue. If you want your people to perform - without the burnout, drift, or drama - it starts here.
Future X Adaptive Leadership Lab
A strategic leadership accelerator for agency teams on the edge of burnout or breakthrough. Builds leadership confidence, clarity, and culture-aligned behaviour from the inside out - without fluffy frameworks or one-off workshops that never stick. Ideal for team leaders and department heads.
Apply Now
Executive Alignment Coaching
Deep, high-trust work for senior leaders ready to reset, rewire, and lead with energy.
For execs navigating team fatigue, hybrid dysfunction, or complex agency systems - this is where leadership gets personal, powerful, and practical again.
The Culture Engine
Your culture is already working - the question is, for who?
We help you design and embed a culture system that supports performance, reduces drama, and makes people want to stay. Best suited for exec teams needing clarity, alignment, and behaviour-led leadership.
Agency Energy Labs
One-day, high-impact workshops to reset team energy and leadership behaviour fast.
Whether it’s upgrading your decision systems, feedback loops, or leadership habits - these labs get things moving where teams are stuck or stalled.
Speaking & Strategy Sessions
Real talk for real leaders. No fluff. Just future-ready insights.
Keynotes and roundtables on leading through change, clarity in chaos, and why energy is your new competitive edge. Perfect for offsites, industry events, and internal forums.
Adrian Mills
Managing Director, McCann Melbourne
If you're reading Sue's recommendations, then she must have already made an impact on your life/career/business/relationships, or a combination of these. Even if you've only been around her a little, it's an inevitability. It's what she does. Through Orange Creative Coaching, Sue provided me with insights, perspective and motivation that I didn't even realise I needed. That's why she was invaluable, and that's why I'm so happy to be writing this.
Adrian Mills
Managing Director, McCann Melbourne
If you're reading Sue's recommendations, then she must have already made an impact on your life/career/business/relationships, or a combination of these. Even if you've only been around her a little, it's an inevitability. It's what she does. Through Orange Creative Coaching, Sue provided me with insights, perspective and motivation that I didn't even realise I needed. That's why she was invaluable, and that's why I'm so happy to be writing this.
See My Videos
Lynn Chinnock
Managing Partner at Red Havas, Melbourne
My years working with Orange Creative Coaching have been transformational. Sue has had an incredible impact on my personal growth journey as a leader, as my career evolved. Giving me the tools and confidence to build a culture-first, high performing team. As well as thriving through those unexpected, challenging times when our leadership skills are put to the test.
Sue’s group training is insightful, engaging and provocative. Her authentic style really connects with people, from all walks of life.
Lynn Chinnock
Managing Partner at Red Havas, Melbourne
My years working with Orange Creative Coaching have been transformational. Sue has had an incredible impact on my personal growth journey as a leader, as my career evolved. Giving me the tools and confidence to build a culture-first, high performing team. As well as thriving through those unexpected, challenging times when our leadership skills are put to the test.
Sue’s group training is insightful, engaging and provocative. Her authentic style really connects with people, from all walks of life.
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