Agency Leadership Decoded: Jeffrey Lim on driving positive social impact at 8traordinary

The nature of advertising is often linked to profitability. Both the brand and agency sides are often running after revenue, as is required for all businesses. Yet advertising also presents an opportunity that is often overlooked: promoting positive change in society.

Creative digital agency 8traordinary’s idea of “extraordinary work” is centred on the idea of doing great, not only in the agency but in the larger society.

In MARKETECH APAC’s latest Agency Leadership Decoded interview with Jeffrey Lim, founder and managing director at 8traordinary, he delves into the agency’s values and how it translate to strategy. Sharing his leadership philosophy and work at the agency, he shows how profit and social impact can stand alongside each other, contributing to making the world better.

Right talent in right space

As a leader, Jeffrey sees himself as a “music curator and conductor.” Yet instead of music, he handles people. More than a boss and employer, he looks at his role as a provider of a conducive environment for passionate talents to thrive.

“This means placing the right talent in the right space and supplying them with interesting work and clear counsel so everyone can flourish,” Jeffrey said.

“To do this properly, it’s important for me to learn more about their growth plans and aspirations as a way for me to offer support and journey through life and career with them,” he explained.

He mentioned the importance of being adaptable and teachable in a team, especially as the industry rapidly changes in trends and demands. More than that, he emphasises the significance of knowing and focusing on their reasons for doing things differently.

With Jeffrey at the helm, the team has grown through its partners and clients.

He said, “With the great work we’ve done and the reputation we’ve built, we were also honoured to be invited by many non-profit organisations and social enterprises to tap into our expertise to champion their causes.”

Extraordinary work for societal impact

8traordinary has been fortunately profitable since it began its operations, Jeffrey shares. However, the agency is looking to achieve more than profits, hinging its concept of growth on its ability to do extraordinary work.

For Jeffrey, this means going beyond doing “good enough,” taking more time and effort.

“Instead of actively seeking out our growth, we make sure that our work leaves a lasting impression on all our clients and partners. As creators and storytellers ourselves, we’re adept at telling stories on the right channels that are on brand,” he said.

The belief has led the company to be recognised for driving positive change and impact in society.

“This helps us create momentum in the sustainability communications space for different brands,” he said.

Jeffrey believes that each individual has their unique capabilities, enabling them to contribute to the world. He highlights that each person and company should set their clear purpose and aim to make the world better. 

“I believe that when we create value with sincerity, value flows back to us in return — to be driven by purpose rather than by profit. Because by focusing on solving problems and adding meaningful value, the profits will naturally follow,” he concluded.

Chasing profit does not mean cancelling efforts to bring a positive social change, or vice versa. Both can work alongside each other with the right strategy. Jeffrey’s leadership shows how people and their purpose can contribute to making the world a better place to live in, something refreshing in the advertising industry.