In this episode, Steve explores a deceptively simple question with far-reaching consequences. Why have we stopped talking to each other at work, and what is it costing us?

At a time when we are more digitally connected than ever, many teams are avoiding live human conversation in favour of messages, emails and documents. What feels safer and more efficient on the surface is, in practice, slowing decisions, weakening relationships and eroding trust.

Steve unpacks why this shift has happened, what it is doing to teams, leadership and creativity, and how organisations can begin to rebuild the habit of real conversation without forcing it or adding unnecessary friction.

In this episode, we explore:

• Why messaging has quietly replaced conversation and why it feels safer, easier and more controlled

• How the move away from talking is slowing decisions, weakening relationships and increasing misunderstanding

• What gets lost when tone, presence and context disappear from everyday communication

• The impact this has on creativity, leadership and trust inside teams

• Simple, practical ways to rebuild the habit of real conversation without overcomplicating it

Key takeaway

The world may be messaging more, but it is thinking and feeling less. What looks like speed on the surface often creates friction underneath. Relearning how and when to talk restores clarity, trust, creativity and culture.

In a workplace increasingly shaped by AI, automation and algorithms, being human and choosing real conversation may be one of the most powerful competitive advantages we have.

If this episode resonated, do not just forward the link. Pick up the phone and talk to someone about it.

Learn more about Artemis and how we support agency leaders at ArtemisAPAC.com

Reach out at [email protected].

In this episode, Steve takes us into one of the most overlooked commercial levers for agencies working across APAC: cultural competence.

Not as a conversation about DE&I or values frameworks, but as a pragmatic, commercial muscle that directly impacts pitches, client relationships, campaign performance and bottom line outcomes.

Steve shares a real story from a Southeast Asia boardroom where brilliant work missed the mark because the cultural operating system it was built on did not match the client’s. Not a quality issue. Not a capability issue. A cultural one.

Culture, as he frames it, is an invisible operating system that shapes how people think, decide and behave. And the similarities at surface level (same phones, same coffee shops, same brands) often trick us into assuming a sameness that simply is not there under the surface.

Together, we explore:

• why silence in Japan is not awkward
• why laughter at a mistake in Thailand is not mockery
• why yes can still mean no
• why colours, humour, pace, hierarchy and risk all land differently market to market

and crucially, why this is not a nice to have. It is a performance requirement in APAC.

Steve talks about:

• the commercial cost of cultural misreads
• why global campaigns collapse not on the strategy, but on the interpretation
• why curiosity is the starting point (not assumption)
• how to ask better, more open questions in global and hybrid teams
• why diversity is not the passport someone holds but the perspective they bring

and reframes cultural competence as a skillset that can (and should) be trained, just like SEO or UX, so teams can make better decisions, give better feedback and build ideas that land.

APAC is not just another region. APAC is a global growth engine. And cultural competence is commercially essential for the agencies working here.

For coaching, workshops or a fresh perspective, reach out to us at [email protected]

Learn more about Artemis and how we support agency leaders at ArtemisAPAC.com

In this episode of Subject to Approval, host Steven Mcginnes explores one of the biggest transitions many agency professionals face, the leap from being a talented individual contributor to becoming an effective team leader.

It’s a shift that happens often, but rarely easily. As Steven explains, excelling at your craft doesn’t automatically prepare you for the realities of leadership. The skills, mindset and tools that make you a great designer, strategist or producer aren’t the same ones that make you a great leader.

Drawing on his own experience and a few honest lessons learned the hard way, Steven unpacks why this transition can be so challenging and what agencies can do to support their rising stars before they’re thrown in the deep end.

From mindset shifts to practical skills, he highlights the essentials every new leader needs:

• Moving from “I do great work” to “I enable great work.”

• Understanding the fundamentals of resource planning, budgeting and people management.

• Leading client conversations that go beyond presenting work to solving problems.

• Creating clarity, structure and support so the entire team can thrive.

Steven also introduces Artemis’ one-day training course “From Talent to Team Leader” designed specifically for agency creatives and specialists stepping into leadership roles. The program focuses on building confidence, capability and the mindset needed to make this transition successfully.

If you’ve got team members ready to take their next step, this episode will help you understand how to set them up for success, not just to step up, but to step forward with clarity and confidence.

For coaching, workshops, or a smart second opinion, reach out at [email protected]

Learn more about Artemis and how we support agency leaders at ArtemisAPAC.com

In this episode of Subject to Approval, host Becca Maxwell explores one of the most common challenges agency leaders face: how do we motivate younger talent?

The conversation takes a fresh look at motivation, moving away from the traditional “carrot and stick” approach and drawing on insights from Daniel H. Pink’s book Drive: The Surprising Truth About What Motivates Us. Becca explains why money and perks alone rarely inspire lasting performance, and why focusing instead on Mastery, Autonomy and Purpose can fundamentally change how teams show up and engage with their work.

Through real-world stories and practical examples, this episode explores:

• Why traditional reward systems often backfire in creative, cognitive-driven industries

• How agency leaders can build pathways for true mastery beyond tactical skill-building

• Why granting autonomy creates ownership, innovation and stronger client relationships

• How to uncover and articulate a sense of purpose that makes daily work meaningful

• Simple, actionable questions you can ask your team today to begin this shift

Becca also shares how agencies that embrace this mindset see improved retention, stronger client results and a more energized culture. It’s not just theory. When people grow, contribute and connect to something bigger than themselves, they stop chasing the next small pay increase and start investing in the team they’re part of.

If you’re ready to rethink motivation and build a more resilient, high-performing team, this episode will give you both the inspiration and the tools to get started.

Resources & Links

• Book recommendation: Drive: The Surprising Truth About What Motivates Us by Daniel H. Pink

• Connect with Becca on LinkedIn
• Learn more about Artemis and how we support agency leaders at ArtemisAPAC.com

• For coaching, workshops or a fresh perspective, reach out at [email protected]

In this episode, Steven McGinnes dives into one of the most overlooked yet decisive factors in professional and business success: Communication.

From emails to presentations, meetings to public speaking, the ability to convey ideas clearly and confidently is often the difference between stalled growth and real progress. As Steven puts it—if you can’t communicate, you can’t compete. But if you can, the opportunities are limitless.

What You’ll Learn in This Episode:

• Running meetings that matter – simple protocols to save time, build accountability, and position yourself as a leader who values others’ time.

• Public speaking as a career accelerator – how to prepare, engage, and leave an impact without the overwhelm.

• Mastering virtual presence – the essentials of showing up well on Zoom and hybrid calls in today’s world.

• Building confidence step by step – why nerves can be reframed as energy, and how confidence inspires teams and clients alike.

Memorable Quote:

“The most successful people I’ve worked with aren’t necessarily the smartest or the hardest working—they’re the ones who can effectively communicate, inspire, and engage.” – Steven McGinnis

Takeaway:

Communication isn’t just a soft skill—it’s a growth driver. By sharpening the way we write, present, and show up in conversations, we not only improve productivity but also strengthen credibility, trust, and influence.

Let’s Talk:

At Artemis, we’ve developed a one-day hands-on communication program that equips your teams with immediately usable skills. If you’d like to explore how we can help your team raise its communication game, reach out to us directly—email, message, or call.

Contact us at: [email protected]

Explore our programmes at artemisapac.com

In this solo episode of Subject to Approval, Rebecca Maxwell shares one of the most practical frameworks for agency leaders and teams navigating uncertain times — the Circle of Control and Circle of Concern.

The reality is that our industry is changing. Budgets shift, stakeholders move on, AI reshapes how we work. It’s natural to feel stretched or unsettled. What matters is how we respond. This episode is about learning to redirect energy toward what truly makes a difference — and letting go of what we can’t change.

Rebecca draws on real experiences from agencies across the region to show how focusing on what’s within our control doesn’t just steady us — it creates stronger teams, healthier client relationships, and cultures that thrive in the long run.

Key Takeaways

• Separate concern from control: Recognise the difference between the issues that weigh on you and the choices you can directly influence.

• Focus creates resilience: By putting energy into actions you can take — from communication to capability-building — you stay calm and productive even in uncertainty.

• Influence grows from control: Consistently working on what’s in your hands naturally expands your influence and impact.

• “The circle where you spend the most time grows — choose it with intention.”

• “Agencies that thrive are the ones that focus their energy where it matters most.”

Contact Us

At Artemis APAC, we partner with agencies to help teams refocus, build resilience, and unlock growth — always starting from what’s within their control.

📩 Connect with Rebecca directly at [email protected]

🌐 Explore our programmes at artemisapac.com

In this solo episode of Subject to Approval, Steve takes the mic to tackle one of the biggest questions in business: how do you actually grow revenue? Instead of talking about abstract ideas like mindset or coaching, he cuts straight to the core and lays out the only five levers available to any business that wants to increase revenue.

These aren’t gimmicks or trendy hacks—they’re timeless, functional approaches that apply whether you’re running a small agency or a multinational. Steve explains why so many organizations leave money on the table by working in silos, why the “hunting vs. farming” debate is misleading, and how simple shifts in pricing, scope management, and client engagement can unlock major opportunities.

If you’ve ever felt stuck wondering how to scale without reinventing the wheel, this episode offers a clear, practical roadmap.

What You’ll Learn in This Episode

• Raise your prices – why you might be undercharging (and how to benchmark fairly).

• Revenue growth isn’t about random tactics—it comes down to just five levers.
• Avoid silos: pricing, scope, and client relationships all interconnect.
• Growth isn’t just the “new business person’s” job—it’s everyone’s responsibility.
• Timing matters: Tuesday mornings and Thursday afternoons are the sweet spots for growth conversations.

About Artemis

Artemis provides practical, pragmatic, results-oriented training and coaching to help agencies build the skills, mindset, and capacity for significant growth.

👉 Want to step-change your business growth?

📧Contact us at: [email protected]🌐Visit: ArtemisAPAC.com

In this solo episode, Steve shines a light on scope creep—the silent killer of profitability in agencies. Too many teams unknowingly give away time, ideas, and resources, only to see margins vanish. But scope creep isn’t inevitable—if you understand where it comes from and how to stop it.

Drawing on his experience turning a million-dollar loss into a million-dollar profit (without cutting staff or raising prices), Steve unpacks the issue through the lens of the 3 P’s: Pareto’s 80/20 rule, Parkinson’s Law, and the Peter Principle.

Together, we explore:

• Why scope creep is the #1 threat to agency profitability
• The hidden dangers of “just one more change” and offhand client requests
• How 80% of problems often come from 20% of clients
• Why work always expands to fill the time available
• How lack of training and mentoring fuels project overruns
• Practical ways to reset boundaries, reclaim value, and protect your margins

Key Takeaways

• Scope creep isn’t a client problem—it’s an agency problem.
• 80% of scope issues come from 20% of clients.
• Offhand client comments don’t equal deliverables.
• Shorter deadlines often lead to better results.
• Training and mentoring—not luck—create teams that can prevent scope creep.

Memorable Quotes

• “It ain’t what you make, it’s what you keep that matters.” — Steve McGinnis
• “Scope creep is the single biggest negative impact on profitability and margin.” — Steve McGinnis

Who Should Listen

• Agency leaders and founders
• Project managers and client service teams
• Creatives who want to protect their time and value
• Anyone responsible for agency profitability

Want Support?

If scope creep is eating away at your margins, we’d love to help. Artemis offers tailored programs on growth, talent transformation, and ongoing learning—so your teams can stay profitable without burning out.

📧Contact us at: [email protected]

🌐Visit: ArtemisAPAC.com

Welcome to our podcast Subject to Approval, where we cut through the noise and explore the realities of today’s agency and business world. No fluff, no jargon—just fearless conversations.

In this insightful episode, Rebecca and Steve tackle a critical issue in the agency landscape: the vanishing act of strategists from agency networks—and the consequences of their absence. As quality declines and client dissatisfaction rises, the industry is realizing what it lost. But is simply bringing strategists back the answer?

Together, they explore:

• The reasons strategy roles were removed in the first place
• The ripple effects on creative quality, client relationships, and project thinking
• Why “strategy” has become a misunderstood, sometimes feared term
• The difference between having a strategist and fostering a strategic culture
• Practical ways agencies can embed strategic thinking without a full strategy department
• How to empower client services, creatives, and leadership teams to think more strategically

Whether you're a network agency leader, an indie founder, or a strategist yourself, this episode offers clarity, direction, and real-world solutions to a challenge facing many teams today.

Key Takeaways:

• Strategy isn't a role—it’s a way of working.
• Agencies downsized strategy, then scrambled to re-hire it when quality slipped.
• Strategic thinking doesn’t belong to one person—it's a shared mindset.
• Giving teams permission, confidence, and process is key to embedding strategy.
• A well-executed strategy doesn't need mystique—just clarity and alignment.

Memorable Quotes:

• “Telling people to ‘be more strategic’ isn’t helpful—it’s like telling a cycling team to just pedal faster.” — Steven McGinnes
• “Strategy disappeared because it was seen as a luxury. But thinking is not a luxury.” — Steven McGinnes
• “You don’t replace a CSO—you empower them with a cast of thousands.” — Steven McGinnes

Who Should Listen:

• Agency leaders and founders
• Strategy directors and CSOs
• Client service and account teams
• Creatives who want to think more commercially
• Anyone tasked with driving better thinking in their teams

Want Support?

If you're struggling to embed strategic culture in your agency—or just want a smart second opinion—reach out. Coaching, workshops, or tailored tools, we’re here to help.

📧Contact us at: [email protected]

🌐Visit: ArtemisAPAC.com

In this podcast episode of Subject to Approval, we dive into a common and frustrating refrain heard across agencies:

"You used to give us extra stuff. Now you just give us what we ask for."

We unpack what clients really mean when they say agencies aren’t being “proactive” anymore—and why this perception exists even when teams are going above and beyond. The episode tackles emotional reactivity, invisible value, and the misunderstood relationship between “more” and “better.”

Key Topics Covered

• Proactivity vs. Reactivity: How emotions, mindset, and business behaviors play into how value is perceived and delivered.
• Debunking the Myth of 'More is Better': Extra work ≠ extra value. Learn why delivering six creative routes instead of four might mean nothing if the extras don’t resonate strategically.
• Scope Creep vs. Value Add: A practical breakdown of how to tell if you're adding real value or just burning hours without impact.
• Client Communication as Proactivity: Sometimes the most valuable thing you can do is send a thoughtful check-in. It builds trust without additional resources.
• Creating Space for Strategic Input: Why pushing back on unrealistic deadlines can lead to better work—and happier clients.
• Understanding Client Needs vs. Client Asks: Tips for uncovering the real motivations behind briefs, and how to proactively surface the deeper opportunities they might not even see themselves.
• Cultural Dynamics in Agency-Client Relationships: Exploring how market maturity, hierarchy, and client expectations shape the potential for value-added work.

Practical Takeaways

• Value add doesn't always mean more deliverables—sometimes it's about better insight, better timing, or clearer communication.
• Always ask: What does my client actually value?
• Make the invisible visible: frame your extras clearly and show your strategic thinking.
• Don't be apologetic about your time or your work. Show confidence in your expertise.
• Look beyond the brief: understand the business context, the market, and your client’s personal drivers.

Notable Quotes

• “We give them extra stuff all the time… to the point where we’ve got no margin left… How could they possibly say we’re not being proactive?” — Steven McGinnes

• “Proactivity doesn’t have to mean ‘more’. Value add can mean different—not just getting more stuff done.” — Rebecca Maxwell

Where to Dig Deeper

• Ask clients directly what they value and need (even if it feels awkward).
• Track broader business trends: annual reports, press releases, exec posts on LinkedIn.
• Consider your client’s personal KPIs—is it really about the brand, or is it about making their boss happy?

Want to Go Deeper?

Have questions or want tailored coaching on account leadership, value communication, or client partnerships?

📩 Reach out: [email protected]

🌐 Website: ArtemisAPAC.com