Leader’s Corner: Andrew Soane, Thoughtworks

Thoughtworks’ Global Head of Marketing for Service Lines, Partnerships and Emerging Technologies discusses the importance of building strong relationships and the transformative impact of embracing new challenges in the marketing world.

Recently named a Future B2B CMO 100 winner, Andrew's recognition highlights his growing contributions to the marketing field. For him, this is not just a personal achievement but a reflection of the invaluable relationships that have shaped his career journey.

Andrew Soane: Leader’s Corner Insights

• Marketing principles
• Global campaigns
• Lessons in change

Marketing principles

Before transitioning into marketing, Andrew spent two decades in advertising and digital agencies, where he learned that the key to success lies in the strength of client relationships. 

“One of the things that helps you be successful in agencies is your relationship with your clients and how well you manage those relationships, and building that trust and credibility and respect.”

These principles have remained central to his work in marketing. Whether collaborating with his team, engaging with stakeholders, or driving global campaigns, Andrew has always emphasised the importance of building strong, trust-based connections.

Global campaigns 

One of the most ambitious projects Andrew is currently leading is Thoughtworks' 2024 Demand Generation campaign.

Launched in March, this campaign is vast in scope, covering a wide range of service clusters including AI, data analytics and customer experience. The campaign's reach is global, targeting markets in LATAM, Europe, India, the Middle East, and the Asia-Pacific region. 

What sets this campaign apart in Andrew's view is its comprehensive, omnichannel approach. Digital media, social platforms, the company’s website and events all play a crucial role in reaching the target audience. 

“We've already launched three major pieces of thought leadership with big partners like Wired and Forbes, and MIT TechReview and so forth.” 

Although the campaign is still in its early stages, Andrew believes that the results are promising.

He also notes that clients are eager to understand how AI can drive significant changes in their organisations. Thoughtworks focuses on helping businesses move beyond experimentation and proof of concepts, guiding them in scaling AI to achieve transformative impacts at speed. 

“It's interesting, isn't it? I mean, technology has been through such fundamental change for the last 20, 30 years, but that rate of change has probably never been as fast as it is today with AI and generative AI in particular.” 

Lessons in change 

A pivotal moment in Andrew's career came in 2012 when he made the bold decision to leave a secure position in a corporate advertising agency to join a small, 30-person digital agency in London. 

While the move seemed risky at the time, it proved to be one of the best decisions of his career. At the small agency, Andrew was the oldest team member by a significant margin: “We used to have arguments about what was going to be played on the office music playlist. They called me the grandfather or the father or the dad of the agency.”

On the upside, he gained invaluable hands-on experience in digital marketing. From building web pages to understanding the mechanics of programmatic advertising, the lessons he learned there have been instrumental in his success in marketing roles within technology consulting.

“Whilst technology has continued to change, the fundamentals of what I learned in that small digital agency… turned out to be a really great investment in my career.”

Watch the full Leader’s Corner interview with Andrew Soane to discover more about his inspiring journey and his views on the future of marketing.

About Leaders Profiles:

The Leaders Profiles series offers exclusive insights and strategies from the industry’s top executives. As the ultimate hub for leadership excellence, we connect and inspire today’s top C-suite professionals—CIOs, CISOs, CFOs, CDOs, CMOs and CXOs—through in-depth interviews, quick video segments and strategic deep dives. Whether it's through Leaders Profiles or Leader’s Corner, our goal is to equip you with actionable insights and innovative strategies, directly from the minds shaping the future of business. Explore more on leadership trends and strategies at our Leaders Profiles hub.