For AKQA founder and former chief executive Ajaz Ahmed, leadership is about one thing: being a decent human being.

On the latest episode of Campaign Chemistry, Ahmed opens up about his WPP departure, the cultural cost of bureaucracy in holding companies and why this is a “golden era” for independent agencies. He shares more details around his latest venture, Studio.One, and how he’s leaning on his lived experience and career lessons to build for what’s next. Ahmed also weighs in on the current Cannes Lions scandals surrounding fabricated award-winning campaigns and it reflects a bigger misalignment in the ad agency world.

The sound bite

“Incentives within holding company structures often prioritize awards over client ROI or satisfaction — and that misalignment drives the wrong behaviors.”

The takeaways

1. Indie agencies are having a moment.
2. AKQA was built for the internet era — Studio.One is built for the AI era.
3. Clients want people, not processes weighed down by bureaucracy.
4. The algorithm is not a replacement for the human spirit.
5. Holding companies are losing their spark and that’s why talent is flocking to independents.
6. Business incentives that prioritize trophies over ROI and client trust encourage the wrong behaviors.
7. Leadership is about being a decent human being.
8. Legacy isn’t about scale — it’s about impact and the culture you create.

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Music - Take you Out by Lucid Tides, courtesy of Triple Scoop. 

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