Gemma Atkinson, Global Chief People Officer at AMS, is redefining what it means to lead in a fast-paced, technology-driven world. In a compelling conversation with Jack Myers for Profiles in Leadership, Atkinson shared her insights on culture as a competitive advantage, the evolving nature of leadership, and the innovative strategies that make AMS a global leader in media and corporate trade. Her perspective emphasizes empathy, purpose, and the importance of continuous learning, providing a roadmap for navigating today’s complex business landscape. View the full video conversation at www.MediaVillage.org
Active Media Services: Innovating for Growth
Active has evolved from its roots as a barter organization into a cutting-edge provider of media and corporate trade solutions, delivering meaningful value through partnerships with major agencies and media owners. As Atkinson explained, “We ensure that our deep expertise in media and marketing connects us to our customers, helping them meet challenges and unlock opportunities.” The company’s mantra, “Innovate and simplify,” reflects its focus on efficiency and effectiveness, a strategy Atkinson believes is essential for adapting to rapid technological change.
“Simplicity is key,” Atkinson noted. “Innovation must come with clarity to avoid overwhelming our teams with complexity.” This clarity extends to setting priorities, as Atkinson advocates focusing on a few impactful goals rather than spreading resources too thin.
Leadership in a Rapidly Changing World
Leadership, according to Atkinson, is undergoing a transformation driven by emotional intelligence, empathy, and adaptability. “The most successful leaders are those with an abundance of empathy,” she said. She underscored the importance of self-awareness and a feedback culture, sharing AMS’s innovative approach to development reviews.
“Our feedback process encourages employees to seek insights from colleagues on three key areas: their superpower, an area they could polish with more focus, and one potential blind spot that might hold them back,” she explained. By creating a culture of active listening and continuous improvement, Active ensures its people are prepared to lead with purpose and authenticity.
Culture as a Competitive Advantage
For Atkinson, culture isn’t just an organizational buzzword -- it’s a strategic asset. “Culture can be a competitive advantage,” she emphasized. At AMS, this philosophy is reflected in initiatives that foster connection, clarity, and investment in people.
One example is the company’s global hackathons, where teams explore innovative uses of generative AI, such as Microsoft’s Copilot, to address business challenges. “These exercises are about real-time training and in-the-moment learning,” Atkinson said. “It’s about experimenting in the messy middle and finding the one thing we can do today to make tomorrow better.”
The Role of Purpose and Simplification
Purpose is central to Atkinson’s leadership philosophy. “Purpose is about knowing why we’re here and ensuring everyone understands their contribution to that vision,” she said. At Active, this purpose is expressed through values like “be a thinker and a doer,” which balance creativity with execution.
Kindness and Compassion in Leadership
Kindness, often overlooked in corporate environments, is a cornerstone of Atkinson’s approach. Drawing inspiration from Dolly Parton’s adage, “Find out who you are and do it on purpose,” Atkinson believes kindness amplifies organizational success. “Kindness is both an amplifier and a differentiator,” she said. “It’s about treating people well, assuming positive intent, and embodying these principles in the DNA of the organization.”
Atkinson’s metaphor of the giraffe -- an animal she admires for its big heart and ability to see above conflicts -- underscores the importance of empathy in communication. “Giraffes teach us to look over situations, understand different perspectives, and bring them together in harmony,” she explained.
Navigating the Future with Curiosity and Consistency
In a world characterized by volatility and rapid technological advancements, Atkinson advises leaders to adopt a mindset of “extreme experimentation” and continuous learning. “We need to constantly upgrade our operating systems, just like our mobile phones,” she said. “This means staying curious, asking the right questions, and having connected conversations to navigate the unknown.”
Atkinson also highlighted the importance of consistency over intensity, drawing from James Clear’s Atomic Habits. “A 1% improvement everyday compounds over time,” she noted. “Sustainability in performance comes from consistent effort rather than intense bursts of activity.”
AMS’s Vision for the Future
Looking ahead, Atkinson envisions continuing to play a pivotal role in helping organizations adapt to change. By harmonizing technological innovation with human creativity, the company is not only meeting the demands of today’s marketplace but also preparing for the challenges of tomorrow.
As Atkinson reflected, “Business is people-powered, and strong communication, empathy, and clarity are essential to unlocking potential. We could all benefit from being a little more giraffe.”
Explore More
For deeper insights from Gemma Atkinson and Jack Myers, watch the full conversation on the MediaVillage YouTube channel, or visit legendsleaders.org and mediavillage.org. Discover how leaders like Atkinson are shaping the future of business with purpose, empathy, and innovation.