Sue Squillace on the opportunity to build something new

Sue Squillace is stepping into a newly created role at Attivo, CEO of Media, after more than 25 years working in the industry.

Attivo is a marketing services group focused on new markets and digital brand transformation. 

AdNews spoke to Squillace about what attracted her to Attivo, the transferable skills of a good CEO, and what’s happening in the current market. 

“The passion, energy and ambition for growth motivated me from the time we started talking.   

“The role is the perfect blend of what I have always been passionate about, the opportunity to build something new, work in collaboration with leaders across creative, CX and digital and work in an environment where there is freedom and the agility to move quickly,” said Squillace. 

On this new position and a change in lifestyle, Squillace notes the mental aspect has been a challenge more so than adjusting to the move itself. 

“I have always been good at balancing work and home, so not so much a lifestyle change but more of a mental shift from managing multiple brands at a very high level to getting back to doing what I love best. 

“What really excited me was the prospect of working with such outstanding talent within the group of agencies. The people you work with are a big motivation and I cannot wait to get started,” said Squillace. 

Squillace will focus on 303 MullenLowe’s Australian and NZ integrated offering, as well as working alongside Perth and Sydney MDs René Migliore and Joanna Gray and the agency’s Mediahub Perth business led by Kylie Macey.   

As former CEO for Denstu Media and Carat ANZ, Sue believes her leadership value in these media agencies remain pertinent, despite now moving to a marketing services agency.  

Squillace: “Being a CEO in any role is about leadership, and the key leadership skills that have always been critical for me are a focus on people and partnerships with both clients and media.   

“If you get that right, then success will come. Partnering with the right organisation and leadership team is also really important.  

“I felt that we were aligned from the start, and I believe that partnering with the right expertise at the right time will drive the results that our people and clients are looking for.” 

On the changing climate that is the media market: “In terms of timing and ahead of a challenged market, clients are needing innovative tailored solutions more than ever before.  

“Media is an incredibly important part of that, and teamed with the other capabilities within Attivo, it made this role and what we could create really appealing.”