Fiona Johnston is a global leader dedicated to fostering cultural ambition, client success, and industry pride at Dentsu. As chief executive officer, she manages all client relationships and media operations in Australia, working to create meaningful connections and drive business growth, ensuring that everyone thrives with a strong sense of purpose.
Johnston sat down with Sparrow to answer 10 very quick questions on her careers highlights, the big personalities she’s worked with and how simplicity can make the industry a better place.
1) You’ve had a very impressive career from the UK to OZ; if you had to pick only one highlight, what would it be?
Johnston: Looking at the great things we can do in ANZ from the perspective of distance.
2) You have worked with some incredible ad legends/big personalities, e.g. John Steadman, Toby Jenner, Mat Baxter, Danny Bass and so on. How have those experiences shaped your leadership skills?
Johnston: Haha. Many ways. Some best not to mention! One thing they all share is an innovative and focused passion for our industry and a fearless drive for excellence through people. I’d like to think I have some of that.
3) On reflection … you have pitched or worked on many brilliant clients. Does one client pitch/campaign stand out?
Johnston: PepsiCo EMEA football. The best year vs Coke we ever had. And I got to kiss David Beckham.
Coca-Cola music. A true coming together of an agency village for exciting and interesting ideas.
Remembering the light and fun advertising can bring to our world.
‘Hello boys’. Wonderbra. Back when push-up bras were empowering women.
4) How have Japanese beliefs such as Sanpo Yoshi (sustainable growth can only be achieved if something is good for business, good for you, and good for society) influenced your current role?
Johnston: I like to create as much meaning in what we do as possible and share that value with the world. Our talent works hard to help clients. Sanpo Yoshi allows us and me to do this as consciously as possible. While acknowledging none of us are perfect.
5) Who have been your mentors/champions that have influenced your career?
Johnston: So many for different reasons. Shall I name them?
- Liz Hallet. A smart, strong female who taught me how to push. With grace.
- Hugh Treacy. The ultimate client whisperer.
- Toby Jenner. Can we ever make it the best?
- Mark Pejic. No B.S. With balance.
- Rob MacDonald – ECD. Fight for the idea. Be smart, wear a good cap.
- Danny Bass – believe it, and it will become.
- Countless great, but tough clients! – Fed Gov, Coca-Cola, Optus, Woolies, PepsiCo and more. Making us be the best always.
- All my teams – reverse mentoring and challenging me. I also want to make sure I celebrate success. I’m often into ‘what next’.
6) As an industry, what’s one thing you would change to make us all better?
Johnston: Simplicity – be real. Make a difference. Define what that difference is. Be proud and loud. Not arrogant.
7) You are a qualified master business coach, yoga teacher, and company director. How have these different disciplines helped your career growth?
Johnston: Wow. Business coach. Sometimes, the answer isn’t what you think it is. Make mental space for what can be.
Yoga. Presence is a gift. Perspective is vital.
Director. Be responsible and accountable. If you can’t back it up on a front page or in the boardroom, don’t do it.
8) With the current economic headwinds, are Dentsu clients still spending?
Johnston: Yes. But being as mindful as they should be of why and where. More agile, maybe, but that’s a good thing. We should be responsive to conditions.
9) What’s one thing that’s not on your LinkedIn profile?
Johnston: Hopefully is a pithy statement that no-one is really interested in.
10) Important last question: do your parents know what you do?
Johnston: My dad thinks I work in PR. He still red pens my work.
My mum just used to think I worked too hard; god rest her soul. Sergeant Marian Johnston. RAF. (The irony😉)
