All& co-founder Suzanne Powers reveals the strategic thinking behind leaving traditional agency life to build something transformative. Discover how decades of bridging client demands with creative excellence led to founding All&—where magic meets rigor without compromise.

In this prescient article, Suzanne outlines how to build a culture where creativity and effectiveness are inseparable—creating what she calls "a cult of creative effectiveness." This piece foreshadows All&'s founding principle that modern marketing requires both creative excellence & operational efficiency. Powers argues that when organizations embrace this dual focus, they unlock sustainable business growth through the power of brand.

In this WARC feature, Suzanne shares her vision for the future of strategy in marketing—predicting the rise of systems that balance creative excellence with operational efficiency. Her forward-thinking perspective previewed the founding principles of All&, advocating for a strategic approach that embraces seemingly disparate forces to build brands that drive business results through the perfect balance of magic & rigor, humanity & technology.

Presenting findings from a global brand study, Suzanne reveals how truth-based strategies create meaningful connections across markets. This research-driven approach exemplifies All&'s belief in rigorous frameworks that unlock creative magic. Powers demonstrates how brands that balance global consistency with local relevance create systems that drive both emotional resonance with consumers and measurable business impact for organizations.

In this Cannes Lions TV segment, Suzanne and Sarah Watson discuss the evolving role of strategic leadership in driving creative excellence. The conversation highlights Powers' belief—now central to All&'s approach—that effective strategy requires both analytical rigor and creative intuition. This balanced perspective enables brands to develop frameworks that consistently deliver work that is both creatively distinctive and commercially impactful.