Tim Lindsay, CEO of D&AD, the UK-based advertising and design awards show and education charity, shares advice from a career which has taken in leadership roles at BBH, Y&R and Lowe.

What have been the most notable changes in the advertising industry since your career began?

The client/agency relationship has changed – notably for the worse. Where there used to be trust there’s now quite a lot of bullying. Agencies have to bear some share of the responsibility for allowing this to happen, but the never-ending negotiation with procurement has damaged our business’s ability to give the right advice. Oh yes, and there’s a thing called the internet.

What has been the biggest challenge of your career?

I’ve been fortunate enough to work in some great agencies and with some amazingly talented people. My nine years at BBH and 12 years at Lowe were enjoyably challenging every day. But trying to change agencies is the hardest thing for a CEO. They’re quite resistant to it and I can’t say I particularly enjoyed my last two CEO and chairman roles.

How would you describe your leadership style?

I don’t think it’s really for me to do that. But if pushed, I would say friendly, open and collaborative, though I’m sure you’ll be able to find people who disagree. The thing is, advertising is not like the army or investment banking. People don’t – and probably shouldn’t – always do what they’re told. They have to want to.

What’s the best piece of advice you’ve been given in your career?

I always get asked this one. Geoff Howard-Spink said to me “nature gave you two ears and one mouth and you should use them in that ratio”. My advice to others is always to work with good people.

What advice would you give to people starting out in the industry?

Find out what you enjoy and are good at. Find some people you like and admire, who are good at what you’re not good at. Start a business together.

What are clients looking for in their advertising and media solutions in 2014?

It depends which clients you’re talking about. Some are super-conservative, not always wrongly, and want the status quo. Some are challenging and ambitious and want to make a name for themselves by generating success for their company – the Holy Grail for good agencies. Some haven’t got a f**king clue.

If you could pick one media platform that currently offers the greatest potential, which would it be and why?

Broadcast TV. John Lewis. Seriously, it’s going to be with us for a long time, albeit used differently, as the old interruptive model fades away.

What are your passions outside of work?

Apart from my wife and four children, books, art, cycling, skiing, dogs, Bath, cooking and Chelsea FC.

What’s the most exciting thing about being in the advertising/media industry today?

At the risk of sounding a bit pious, the advertising business has a chance to make a real contribution to the sustainability debate. We are experts at getting people to change their behaviour – something that has to happen in a corporate world that demands infinite growth on a planet with finite resources.

And our industry is full of young people who increasingly demand some purpose in their professional lives. D&AD’s White Pencil is both an award for brands and campaigns that seek to ‘do well by doing good’, and also a movement – a coalition of the willing looking for new language, tools, ideas and processes to equip ourselves to lead the CSR discussion with clients. There’s quite a long way to go. Join in.