Unlocking a new generation of Future Leaders​ for Wavemaker UK

The challenge


Wavemaker is an integral player in WPP’s global media network, and has been one of the UK’s leading media agencies since 2017. From superstar strategists to formidable media buyers, it’s no surprise that Wavemaker has never struggled to recruit top-tier agency folk. ​

Wavemaker’s challenge was developing their top layer of high potential senior talent from being experts in their fields into being effective leaders. ​

The business appointed an energetic new leadership duo in 2022: Katie Lee, Chief Operating Officer, and Kelly Parker, Chief Executive Officer. To deliver their objective of leading Wavemaker UK into a new era of growth, Kelly & Katie knew they needed a pipeline of provocative and empathetic future leaders to be capable of inspiring and guiding teams while navigating the complexities of their matrix organization and balancing a high-pressure client roster with the likes of Amazon, L’Oreal, Nationwide and Paramount+. ​

A structured development of leadership behaviours among top-tier talent was needed. That’s where LockSmith came in.

Creating a leadership culture

Wavemaker’s matrix organizational structure presented a unique challenge, requiring Future Leaders who not only embodied the company’s leadership behaviours but also navigated effectively across diverse internal teams, functions, and external clients. ​

We recognised the critical need to create a culture where emerging leaders could develop and lead high-performing teams while staying aligned with the five Wavemaker leadership behaviours: Authenticity, Lean In, ”We, Not Me”, Craft-Obsessed, and Provoking Growth. Such a complex leadership structure thrives only when two essential components are in place. ​

Individuals must possess the ability to lead themselves. The training solution needed to be a deeply challenging journey of self-discovery, enabling leaders to cultivate an authentic leadership style that resonates both internally and externally.​

There must also be a focus on embedding a culture that supports ongoing growth and development to deliver sustained behavioural change. This included fostering strong cross-functional relationships and establishing more effective ways of working and processes.​

Our solution was a comprehensive, eight-month leadership development programme tailored to deliver these objectives. 

The solution

Personalised Progress​

We integrated one-on-one coaching and peer mentoring from day one to allow participants to receive personalised guidance and feedback, helping them to refine their leadership styles, navigate challenges in real-time and measure progress across the programme.​

Six Leadership Workshops​

The programme was structured over several months to allow ample time for reflection and the practical application of learning. Each of our action-oriented workshops was customised to focus Wavemaker’s unique leadership behaviours, guiding participants to not only grasp what effective leadership looks like at Wavemaker but also to apply these principles in their everyday roles. ​

Senior Sponsorship​

Getting the senior leadership team and line managers involved ensured delegates stayed committed and accountable to their leadership journey and beyond, in the face of day-to-day client pressures.​

The Impact

The Future Leaders programme has been transformative for Wavemaker, opening eyes to new ways to lead and challenging perspectives on leadership from one of people management to one that encompasses different leadership styles and how to flex them. Perhaps most fundamentally, participants have clarity on how they’re perceived, which has led to a powerful step-change in leadership capability across the cohort. ​

Thanks to our interactive and team-building approach, such as our buddy programme, emphasis on conversation over presentation, and exercises that build trust & break down down barriers, we are proud to have created a new community of leaders at Wavemaker.​

We’re here to help

For more information or to book a training course, contact us at chris@locksmith.works or alex@locksmith.works. Let’s unlock your team’s potential!

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