Campaign Brief Q&A: Inside Attivo’s Next Chapter with Anthony Gregorio and Sue Squillace

Last month, Attivo Group ANZ welcomed industry veteran Anthony Gregorio as Executive Chairman – reuniting him with former colleague Sue Squillace, CEO of Attivo Group ANZ and CEO of Mediahub ANZ. The pair, who previously worked together at Publicis Groupe, are now steering Attivo into its next phase of growth with a clear ambition: to build the independent network of choice for both clients and people. Bringing together creative, media, PR, production and shopper marketing under one strategically connected roof, their focus is firmly on the power of smart, integrated thinking. Campaign Brief sat down with Gregorio and Squillace to unpack what’s ahead, and why creativity and culture will remain central to everything they do.

 

What was it about Attivo that made you want to take on this new Executive Chairman role?

Anthony Gregorio: I wasn’t expecting to come back to the agency side, so only the right opportunity was ever going to pique my interest. When Sue and Cam approached me about the role; effectively taking advantage of my agency and consulting experience and applying it to help a smart, entrepreneurial and independent business like Attivo grow, it felt right. And working with Sue again, someone I trust and know I can work well with, was a big draw card.

What gap does Anthony fill for Attivo, and why was now the right time to bring him in?

Sue Squillace: We’ve spent the past 18 months building the agency brands, people and products and we are seeing positive momentum and growth. Now is the right time for us to bring these brands together to help our client navigate their marketing ecosystems in an efficient and effective way. Anthony gets this, and his experience building agency villages in past roles and most recently in consulting made his appointment a no-brainer.

What excites you about teaming up with Sue again and how do you think your dynamic might evolve this time around?

AG: Sue is awesome. Apart from being fun, down to earth and smart, she values the same things I do and has a can-do attitude. What excites me [about] working with Sue on this opportunity is the control we have over our destiny, identity and culture. It’s a rare opportunity and super exciting.

What strengths do you think Anthony brings into this next chapter?

SS: Firstly, we work really well together, we have complementary skill sets, and he is a great person! We also share the same beliefs and respect for each other’s disciplines and core strengths. That might sound easy, but given ego and land-grabbing is commonly one of the biggest challenges agencies have in working collaboratively, it’s a big help to already have a strong working relationship built on mutual respect. We both believe that working together delivers better results and we will take this philosophy into the culture of the Attivo brands as we continue to build out our product offering.

How would you describe the broader vision for Attivo in ANZ?

SS: To be the agency network of choice for clients and people by delivering smart, innovative communication solutions across the marketing ecosystem.

You’ve led some major agencies in your time, from Saatchi & Saatchi to Havas. How does this role compare in terms of challenge and opportunity?

AG: Every agency has its challenges and things it does really well. I plan to bring the best ideas I have learnt during my career in agencies and consulting to help the Attivo business develop and grow – culturally and financially – in new and sustainable ways.

What kind of legacy do you hope to help shape at Attivo?

AG: A place where you enjoy making work that defines your career.

Creativity has always been core to Attivo’s roots. How important is it in your vision for future growth?

AG: Creativity, in all its forms is crucially important. There’s an old line that goes “Great creative thinking is the last legal way to get an unfair advantage in business”. It has never been more relevant in these tumultuous times. Without creativity there is no growth.

You’ve always been a strong advocate for creativity and culture. Sue, how does this next phase let you double down on those ambitions?

SS: The nimbleness of an independent network with creative capability provides us with the ability to bring those ways of thinking and working into other disciplines across media, PR, shopper, data and analytics.

Thinking creatively brings fun into your day to day – it’s important to remember that we are in advertising.

As for culture, that comes with building teams made up of the right people with the right attitude working together on a shared mission.

What’s one thing you think the industry misunderstands about independent groups like Attivo?

SS: The ability to move quickly and invest in innovative capabilities without the road blocks of the holding groups. Our recently announced investment in The Next Practice in the U.S. to drive our AI capabilities is a great example of this.

Anthony, your remit includes guiding Attivo’s network of agencies across Australia and New Zealand. Which agencies will you be most hands-on with to begin with, and why?

AG: I will be focussed on how to help Attivo grow in Australia and New Zealand and support the leaders of each individual business and particularly Sue in her role as CEO of Attivo ANZ. In this region we have capabilities across brand (303 MullenLowe), media (Mediahub), PR (Tonic Communications), shopper marketing (Farrimond) and fast turnaround production (Gorilla Studios). During my career, I have managed agencies in all of these areas and can hopefully add value across the board.

Sue, you’ve spoken previously about the importance of authenticity and humility in leadership. How do those qualities shape the way you lead creative businesses where strong personalities and big ideas are often the norm?

SS: For me it’s always about showing respect for everyone’s craft, embracing the personalities whilst having a pragmatic approach to problems and solutions.