Alex Lubar ran one of the world's biggest ad agencies. Then he pivoted. In this episode, the former global CEO of DDB talks about what you lose as you climb the ladder, why smaller organisations can now out-punch the holdcos, and what AI is actually changing versus what's just noise. Plus three predictions that will make you rethink where the industry is heading.

Ollie Scott flies solo for episode four, drawing on Unknown's 1,000+ monthly conversations and a two-and-a-half-hour Good CEOs roundtable to unpack what's really keeping agency leaders up at night.

In this episode of Good CEOs, Laura Tannenbaum, CEO of Fabric Social and co-founder of That Lot, explains why social has moved from being a marketing channel to the place where brands are actually built. Hosted by yours truly, Ollie Scott.

We discuss the return of organic reach, why brands are now competing with creators as much as other companies, and the rise of lo-fi “janky” content over polished campaigns.

It’s a conversation about how the rules of brand building have changed, and what leaders in this space need to rethink if they want their brands to stay relevant.

This episode is perfect if you’re a CEO, founder, or creative leader feeling the pressure of industry shifts. Ollie Scott, founder of UNKNOWN, dives deep into pragmatic, proven tactics that challenge industry and reveal new paths to scale

Stay ahead of the curve, master the art of strategic transformation, and make growth inevitable because in today’s world, the companies that adapt fastest will win big.

I'm Ollie Scott and welcome to Good CEOs. Every other week, we will look at the facts, feelings, and future predictions shaping the creative economy right now.

So, for the first one of 2026, we've invited Global CEO Toby Southgate. Could a billion-dollar independent agency be on the horizon? And what would it take to revive iconic brands like JWT or DDB in today’s world?

If you're a leader or aspiring CEO eager to understand the seismic shifts, private equity trends, and disruptive strategies redefining the landscape, this series will be your playbook.