Toby Southgate

Toby Southgate
Chief Growth Officer
McCann Worldgroup

Toby leads McCann Worldgroup's integrated growth function, working in partnership with Suzanne Powers and the global strategy team to advise clients at the intersection of business and brand strategy.

Toby's role focuses on the development of new operating models, new client team structures, and new approaches to client's marketing and communications challenges. He has a particular expertise in complex multi-stakeholder environments; through corporate M&A and divestments; and in highly regulated industries.

Before joining Worldgroup, Toby spent 10 years at WPP's brand consulting unit, Brand Union. Working across the group to develop and deliver WPP's 'horizontality' strategy, Toby helped construct and launch integrated teams for clients including Dell, DuPont, Vodafone, KPMG, Bank of America, Shell, GSK, and IAG.

He ultimately became WPP's youngest network CEO and led Brand Union to its first major successes at Cannes and the Effies. 


Tuesday, February 4
11:00 AM – 12:00 PM

The Truth about Shopping vs. Buying: How Retailers Can & Must Serve Both Groups

McCann Worldgroup is a leading global marketing and branding consultancy with over 20,000 employees in 100+ countries. McCann’s Suzanne Powers & Toby Southgate will share their insights and proprietary data on how business and brand strategies must intersect to achieve overall success and to best serve customers. Suzanne and Toby will identify the macro-level truths that will help you separate fact from fiction in today’s omnichannel world of retailing, and they will explain why independent retailers must understand the different needs and wants of “shoppers” vs. “buyers” to serve them both well.