Member Interview with Ben Thomas

We are delighted to bring you a Member Interview with Ben Thomas, Creative Director, JWI

What’s your golden rule?

Quality over quantity. Aligning on a vision, adding value, delivering an excellent service and getting it right – especially first time – is what we’ve learnt is most valued by our clients.

Who has been your biggest influence?

Genuinely, Charli Wright – Owner and CEO of JWI. Over the last eight years working together, she’s backed me, challenged me, and invested in my development, not just as a creative, but as a leader.

Together, we’ve set industry standards, worked through challenges without a blueprint, and built an exceptional, leading independent agency that we’re both proud of. Charli has shaped how I lead in my current role as Creative Director, and her influence has guided how I consistently strive for the highest standards, show up for the team, and encourage the agency to produce the best quality work possible.

From a creative perspective, I’m also inspired by Simon Dixon. His focus on standards, reputation, and long-term thinking really resonates.

What is your most hated business expression?

Anything that represents shortcuts or a lack of thinking.

’Quick wins’ or ‘let’s just get something out there’ are probably the worst offenders. They prioritise short-term output over long-term brand building, and that rarely leads to anything meaningful.

What’s the smartest business idea you’ve ever had?

A few years ago, I started experimenting with AI before it was really part of the conversation.

It began as curiosity, then quickly became something I introduced to the team, pushing how we could use it creatively and commercially. From there, we partnered with a specialist to build an effective business approach around it.

Over time, this has developed into AI becoming a dedicated capability within the agency, including through a full-time role, and now a strong revenue stream.

Looking back, the smartest idea wasn’t a single project. It was a mindset shift that recognized the value of innovation early on, and then committing to it. As AI becomes a new norm and agencies experiment with the best ways to implement it, we’re in a position to deliver with intent and set standards, rather than play catch-up.

Which leader do you admire most and why?

Jürgen Klopp.

Slight bias as a Liverpool fan, but he’s a huge proof point that the right leadership can have an incredible impact.

He didn’t just improve performance, he transformed belief, culture and standards at scale. That kind of influence goes far beyond results.

What is on your mind the most right now as a marketing leader?

Three things, all closely linked.

First, building and developing the right team. Not just hiring talent, but creating an environment where people can grow, stay motivated, and pursue their own ambitions, while still pushing the agency forward. One great hire can change everything.

Second, maintaining standards as we grow. As momentum builds, the challenge is making sure the thinking and execution stay sharp, not diluted.

And third, AI. Specifically, using new innovations compliantly and effectively to get the best results. For example, upskilling the team, working smarter and raising the bar for the industry by pushing boundaries for clients.

Why is being part of The Marketing Society important for your career?

It’s about perspective. Being exposed to different ways of thinking, from people like Rory Sutherland and Mark Ritson, challenges how I see my own work. For me, it’s about broadening my perspective and sharpening how I think.

Why does marketing matter to you?

I started my career thinking I was ‘just a designer’. Over time, I realized the industry offers far more than that.

Marketing sits across ideas, people, and execution, and it creates opportunities in all directions. Whether that’s leading teams, shaping businesses, or creating work that genuinely connects, there’s no single path.

For me, it matters because of that flexibility. Some people want to reach the highest levels of leadership, others want to direct films or craft standout creative. The industry allows for both, and everything in between.

That shift in mindset, from a narrow role to something much broader, is what’s kept me invested in marketing.

Tell us something that’s not on your CV

I’ve invested a lot of time in personal development over the years, working with coaches to better understand how I think and lead.

Leadership hasn’t come naturally to me. It’s something I’ve had to work at consistently, learning, adjusting, and improving along the way.

Deep, self-awareness has been one of the most valuable things I’ve gained. It’s what allows me to show up better for my team, and for my family.