Industry experts from Prana Brands, RS Group and ITG on transforming teams, evolving agency models, and the mindset shifts powering modern marketing.
The path to more effective marketing in 2025 isn’t just faster – it’s smarter. It’s about building teams that can adapt, rethinking legacy models, and embracing AI not as a tool, but as a transformative force. These themes took centre stage at the latest Oystercatchers Club Evening (15th May), where managing director Becky McKinlay welcomed a packed house to explore The Agility Advantage – Unlocking faster, smarter, and more effective marketing.
She was joined on stage by three leaders who’ve each led transformation across global brands and complex organisations: Julie Davidson, Fractional CMO and Board Adviser at Prana Brands, Jon White, Former CMO of RS Group, and Andrew Swinand, CEO of ITG.
Together, they offered a candid, richly experienced view of what agility really means today and how it’s reshaping marketing performance for good.
Marketing Effectiveness Means Alignment
For agility to deliver results, it must be rooted in clear strategy and business-aligned KPIs.
“We’re in danger of getting pulled into operational silos,” said White, warning against teams becoming over-focused on internal metrics rather than customer impact. “Agility helps marketing orchestrate across functions to meet unmet customer needs.”
The panel agreed: real effectiveness means aligning KPIs with business strategy, enabling faster decisions and giving marketing a more strategic voice at the table.
Agility Is Structural and Cultural
Julie Davidson made the case for rethinking how marketing is structured and led, especially in high-growth or turnaround environments.
“Agility isn’t just about speed, it’s about mindset and operational clarity,” she explained. “Sometimes, you have to disrupt your own model before the market does.”
The conversation turned to experimentation as a cultural norm and not just a process. For Davidson, agile teams are built to respond, test, and iterate quickly, while staying tightly connected to business goals.
AI and Automation: More Than Just Efficiency
Andrew Swinand offered a bold take on AI’s role: “AI isn’t a bridge – it’s a portal. If you’re not stepping through it, you’ll be left behind.”
For Swinand, AI is key to delivering the scale, speed and relevance modern marketing demands, especially as content volumes soar. But he warned against using AI to shortcut strategy, adding “The real opportunity is using AI to automate the mundane and reinvest in the meaningful.”
Rethinking Agency Partnerships
As pressure grows to do more with less, the panel explored how agency relationships must evolve toward more integrated, agile models.
Swinand highlighted operational marketing as an emerging priority:
“The more commoditised the work, the more automation can help. That frees marketers to focus on what truly drives growth.”
For Davidson, trusted agency partners also bring much-needed outside perspective, “Being so close to the day-to-day, brands can miss what’s right in front of them. Agencies help us zoom out, see fresh opportunities, and challenge our thinking.”
A High-Energy Evening of Shared Insight
From bold soundbites to practical takeaways, guests described the evening as “a cracker” and praised the panel for its openness and chemistry. With themes ranging from team design and AI deployment to strategic clarity and agency trust, the event spotlighted agility not just as a methodology but as a mindset.
At Oystercatchers, we see this shift every day. Brands that embrace agility – structurally, culturally, and strategically – aren’t just keeping up. They’re stepping ahead.
Thank you to our brilliant speakers and attendees for an evening of real talk, sharp thinking, and forward momentum.
Oystercatchers Club Evenings are invitation-only events for senior brand-side marketers and agency heads who are part of the Oystercatchers Club. To request an invite for future sessions, get in touch at: clubevenings@theoystercatchers.com