In this latest Next Gen Edit, Shannah Carr, senior venue sourcing manager at Nteractive and a member of the micebook Shadow Board, shares her key takeaways from a thought-provoking discussion between the Shadow Board and nineteen agency leaders on leadership, legacy and what different generations can learn from one another…
One of the standout sessions at this year’s micebook joint agency leaders and Shadow Board event was Leadership: Passing the Baton, which challenged traditional thinking through an engaging Reverse Brief exercise. As part of the Shadow Board, we explored the question: “What is the hardest truth agency leaders need to accept about attracting and retaining younger talent?” Meanwhile, the nineteen agency leaders considered: “What do tomorrow’s leaders need to learn today?”
After reflecting on the questions separately, both groups came together to share their perspectives, creating an open, honest, and thought-provoking conversation. The exercise highlighted not only where views differed, but also the surprising amount of common ground between emerging talent and established leaders. It reinforced that while different generations may approach leadership from different perspectives, we are all working towards the same goal: developing stronger people, stronger businesses, and a stronger industry.
What agency leaders need to accept about attracting and retaining younger talent
The Shadow Board challenged one of the biggest misconceptions surrounding younger talent: we’re not looking for an easier ride. We’re ambitious, motivated and eager to take on responsibility, but we also expect transparency, purpose and genuine opportunities for development. We agreed that people will leave an organisation for one of the following reasons: financial opportunities elsewhere, limited career progression, or simply not feeling engaged, happy, valued or fulfilled in a role.
We quickly moved beyond salaries and benefits and talked about how agencies can create workplaces where people feel valued, inspired, and excited to build their careers. A key focus was the need to introduce the events industry earlier through stronger links with universities and early careers programmes. We have an incredible industry to offer, now we need to do a better job of sharing that story with the next generation.
Transparency was another recurring theme. Honest job descriptions, realistic expectations and clear conversations about career progression. Young talent doesn’t just want to know that progression is possible, they want to understand what that journey looks like and what success means within an organisation.
Development also featured heavily. Mentoring, shadowing opportunities and dedicated time for learning shouldn’t be viewed as “nice to have” initiatives but as essential investments in people. As a generation that learns visually and collaboratively and values seeing leadership in action, these experiences are incredibly valuable in building confidence and broadening perspectives.
We also discussed the importance of creating cultures where people genuinely feel they belong. Retention isn’t just driven by salary and perks, we feel it’s shaped by inclusion, recognition and feeling that your contribution matters. Recruitment itself also needs to become more intentional when it comes to profiling the individual they are seeking for a particular role, focusing on long term cultural fit rather than simply filling the next vacancy. Agencies that invest in people from the very beginning will be far better positioned to attract and retain great young talent.
What tomorrow’s leaders need to learn today
The agency leaders shared refreshing, honest reflections based on their own experiences of leadership.
Adaptability emerged as one of the defining qualities of successful leadership. Great leaders don’t simply react to change, they embrace it, growing and evolving alongside their teams, clients and the wider business. The importance of commercial awareness was a massive talking point. Understanding how a business operates, how decisions impact profitability, and the wider organisation is what separates good leaders from great ones.
The discussion also explored the realities of leadership itself. One interesting comment was that leadership can be lonely. While we may have the aspiration to become managing director or reach senior positions early in our careers, those roles also come with increased responsibility, difficult decisions and accountability. It was a powerful reminder that resilience is just as important as ambition.
The group agreed, leadership is ultimately about people. The strongest leaders don’t expect everyone to adapt to one management style, instead, they take the time to understand individuals and adjust their approach to help each person. Patience was also highlighted as an often-overlooked quality. Meaningful leadership takes time, with experience, credibility and confidence built over years rather than rushed in pursuit of the next promotion.
Lastly, the leaders stressed the importance of embracing difficult conversations rather than avoiding them, while remaining curious enough to listen to different perspectives and even change your own opinion when challenged. Great leaders never stop learning.
Reflection
As a proud member of the Shadow Board, it was a privilege to be part of such an honest and inspiring conversation. While our perspectives were shaped by different experiences, the discussion revealed a strong sense of alignment, with both of our groups recognising that great leadership is built on trust, adaptability, openness, and a commitment to learning and growth.
The session was a powerful reminder that the future of our industry will not be defined by one generation leading another, but by different generations working together, listening, sharing experiences, and supporting each other to create a stronger future.