Regional teams are driving creativity, relevance and growth

For too long, UK brands have concentrated resources in a few central locations, assuming that proximity equals innovation. But the real opportunities lie across the country, where regional talent brings fresh perspectives, local insight and creative energy that cannot be replicated from a central office.

John Quarrey, CEO, argues that investing in regional teams is not just about widening the talent pool. It is about building relevance, driving diversity, and unlocking commercial potential. Campaigns created with local insight resonate more authentically and connect with audiences nationwide.

Creativity thrives when teams are rooted in the communities and cultures they serve. Brands that fail to decentralise risk losing relevance, creativity and connection.
Read the full article in Business Age