Sue Unerman

Sue Unerman is the chief strategy officer at MediaCom. 

Sue Unerman, chief transformation officer at EssenceMediacomX and global head of relevance at EM Creative Futures

Why we must view the UK ad industry as global not local

My recent participation in a debate about a strong UK ad industry made me think long and hard about the essence of the real contribution of advertising to the nation's economy.

Sue Unerman, chief transformation officer at EssenceMediacomX and global head of relevance at EM Creative Futures

Why we should all be more orca

What do female humans and orcas have in common? They both go through menopause, and there are lessons therein to be learned.

Sue Unerman, chief transformation officer at EssenceMediacomX and global head of relevance at EM Creative Futures

Farewell Campaign magazine

As Campaign prepares to go solely online, memories of the print issue's central role for anyone starting out in the industry.

Sue Unerman, chief transformation officer at EssenceMediacomX and global head of relevance at EM Creative Futures

What motivates people?

With a global talent shortage and as we get “back to school” for the autumn after the summer holidays, it is important to unpick, and then refresh, motivation at work.

Sue Unerman, chief transformation officer at EssenceMediacomX and global head of relevance at EM Creative Futures

Women's World Cup showed how expectations can and should be broken

Sexist attitudes linger and change on this front is slow, but unrealistic and stereotyped expectations are not confined to women.

Sue Unerman, chief transformation officer at EssenceMediacomX and global head of relevance at EM Creative Futures

Transcending the 'umwelt'

Realising that every living organism – and now even AI – has its own way of looking at the world is key to communication.

Sue Unerman, chief transformation officer at EssenceMediacomX and global head of relevance at EM Creative Futures

Five takeaways from Cannes 2023

Artificial intelligence, diversity and purpose in action, the power of humour and the return of big brands were among the main themes of this year’s festival.

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Why 'convening' is vital to business success

What is a 'convenor' and why does every business need a good one in their leadership team?

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If you can measure it, you can improve it. If you are measured, you will game it

Why targets can be both good and bad, making context and nuance key.

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Embrace change... and perhaps chaos

In the new communications economy, change is continuous and accelerating, and we must be open to new learnings.

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Immediate and overall purpose: what's the difference?

Here's why everyone you work should be clear about what they are doing there.

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When ads are welcome

The reports of advertising's death have been greatly exaggerated.

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48 ways to transform creativity, act 10: build communities

Building a community can enable a brand to get support from the crowd but also boost its success and profitability.

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Don't let customer experience get lost in a brand-building silo

The necessity of making sure that every aspect of a user experience is easy and smooth is more crucial than ever.

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Why brands should invite everyone in

I have never felt like I belonged to any segment that I have heard talked about by clever planners dissecting media tribes.

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How to carve out an asymmetrical advantage

To win in 2023, you will need better use of data and better imagination than your competitors, while creativity will become ever-more crucial.

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Why advertising has got better

Yes, the 'golden age of advertising' is no more, but things have come a long way since the industry's overriding purpose seemed to be the maintenance of the societal status quo from the 1950s.

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48 ways to transform creativity, act nine: strip it back

Take a lesson out of music producer Rick Rubin's book: do less, return to the essence and you just might find greatness.

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Why it can pay to agree to disagree

Consensus is not always a good thing as it can preclude diversity of thought.

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Why we should be allowed to make mistakes

Making mistakes is important, they can engineer vital change and make subsequent success feel even sweeter.