Running a Creative Agency is bloody hard.

I should know.
I’ve grown, restructured, opened offices, closed offices, repositioned, rebranded, pivoted, relocated, hired, fired, sold and merged agency businesses. I’ve made money and I’ve lost money. I get how Agencies operate. I understand the delicate balance between financial performance, finding and keeping good people, being always-on for demanding clients, building a sustainable culture, the need for relentless growth and continually investing in an Agency’s reputation.
As a Creative Business Leader, you are rightfully obsessed with clients, great ideas and the next pitch. Maybe the business stuff is not your strong suit or if it is, you just don’t have the time.
It’s your business, you’re the leader and you don’t want to bring someone in over the top. But you do need help. Probably not in a full-time capacity but someone who can get to know you, your business and someone you can trust to become part of the Agency and oil the machine whenever there’s a squeak.
This is where I come in.

Fractional Executive Leadership for ambitious Creative Agencies.

Hello, my name is Antony Gowthorp.
I’ve spent 30 years Agency side, with 25 years in executive leadership positions, working with clients from all industries. I've learned a thing or two along the way and now I'm keen to share my experience. Agencies today simply can't afford to add layers of executive management, however the business stuff still needs to get squared-away. A simple framework approach with shared accountability can take care of much of the heavy lifting.
Four Squared brings together four key Agency C-Level roles into one experienced, integrated and flexible resource, accelerating the growth, reputation, profitability and measurable value of your Agency business. I work flexibly - on a part-time, project, or retainer basis - acting as more than just a 'consultant' with a fancy deck. Think of me as part strategic advisor, part hands-on executioner, and part mentor for agency teams with big ambitions.
Need some support? Let's have a chat.

A Fractional WTF ?

Essentially, I'm an experienced flexible gun for hire. Someone who can wear many different hats with the benefits of; Fresh and experienced insights. I’ve worked across all Agency C-Level roles. Chances are most of the challenges that keep you awake at night I’ve successfully tackled.
Cost effective expertise. Significant cost savings compared to hiring C-Level FTE roles. Most of these roles are a minimum $250k+ and don’t forget recruitment fees, superannuation, leave entitlements, payroll tax etc.
Flexibility. I can work across all C-Level roles or I can just work those that need some attention. Like a tap you can turn me on and off but because I know you and your team, I can operate autonomously.
Fast and outcomes focussed. I’m 100% accountable to deliver agreed outcomes without the distractions that comes with being a leader in the business.
Team mentoring and growth. When working with your team, I’ll be providing mentoring and up-skilling. Positioned correctly, this will be seen as an investment in the career growth of your team, especially for those up and coming leaders.

Hats I can wear.

I work across these C-Level roles to help you get all the business stuff squared away. You may not use CEO, CCO, CRO and COO in your Agency but they do define areas of accountability with a need for clear owners.
If you need a business plan....I’ll work with you to draft one If you need to make more money....I can show you how If you just want an experienced sounding board from time to time.…I’m thereIf you need to restructure a new way forward....been there, done thatIf you need to scale your delivery process....I’m on to it If you need to keep the Senior Leaders accountable at a board level....I’m there If you want to prepare the business for a future sale....let's plan together
By working across these C-Level roles and bringing them together as a well-oiled machine, we can accelerate the growth, profitability and measurable value of your business.
Chief Executive Officer
Vision & Strategy Organisation & Leadership People & Culture
Chief Commercial Officer
Financial ManagementProject FinanceGovernance, Risk & Legal
Chief Revenue officer
Client Service TeamNew Business DevelopmentDemand Generation
Chief Operational Officer
Brief to Debrief ProcessBusiness OperationsIT, Systems & Tools

Where I'm useful.

  • Agency Boards / Founders
  • - Board advisor. Strategic sounding board
  • - Preparing an Agency for sale
  • - Founder exit strategies

  • Agencies
  • - All of Business review. Identify and calibrate areas that need attention - Business Plan and FY budget development - Pragmatic business leadership mentoring and sounding board advice - Lead and/or advise on sensitive business restructures - Deliver on special business projects (without distracting the team) - Working on specific initiatives with a Senior Leader (Action+Mentor) - Part-time role when a full-time role can’t be justified - Interim C-Level resource until a full-time role is filled - Executive recruitment process

  • Agency Groups
  • - Lead and/or advise on Agency restructures, mergers etc - Agency audit and benchmark performance assessments - Interim C-Level resource until a full-time role is filled
  • - Agency C-Level recruitment process
  • - M&A research, assessment and feasibility

  • Investors
  • - Review Agency fundamentals for potential M&A activity
  • - Agency audit and benchmark performance assessments
Flexible and experienced support to help you grow your business.