LEADERSHIP
AGENCY LEADER OF THE YEAR (2025)
Charlie Stewart - Rogerwilco
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| Title: | Charlie Stewart |
|---|---|
| Brand: | Rogerwilco |
| Product: | Leadership |
| Agency Name or Internal: | Rogerwilco |
| Brand Representative/Marketing Director: | Charlie Stewart |
| Agency: | Rogerwilco |
| Executive Summary: | Charlie Stewart is Scottish born co-founder and CEO of Rogerwilco. In 2023, along with his leadership team, he found himself caught in an exhausting conversation - one about selling the agency. It consumed time, but more than that, it drained their souls. Focus was lost on people (staff attrition hit 30%); EBITDA fell for the first time in a decade; product became average. Most importantly, the agency had lost its purpose. As 2024 dawned, he paused. He stepped away from the office, cleared the noise, and asked himself a hard question: What kind of agency do we actually want to be? The answer was clear: he and his team didn’t want to be owned - they wanted to take ownership. Of the agency’s work, its values, its future. Remaining independent gave Rogerwilco that chance - the rare opportunity to build an agency that reflects the soul of its people. And so, with his team, he started again. They co-created a new internal compass. A standard they could believe in. A rallying cry for how they wanted to show up in the world. They called it Be Better. People: The first priority was to restore trust and energy in the team, defining the kind of agency they wanted to work for - one that centres humanity, autonomy and accountability. Attrition fell to 9.7% in 12 months and improved staff sentiment dramatically (85% now love their work and actively recommend the agency). “Be Better” isn’t just a value — it’s embedded into 32 tracked KPIs. Planet: Stewart is particularly mindful of the impact the agency has beyond its walls. In 2024 he led the business to secure B Corp certification, formalising a commitment to people, planet and purpose. Water usage was cut by 7%, the bulk of energy requirements drawn from solar and investment made in staff-originated CSR initiatives. Partners: Client relationships became more intentional, more human. They say it’s not a principle unless it costs you something. “Be Better” prevents Rogerwilco from working with companies in exploitative or destructive verticals. In 2024 it turned down the opportunity to contest six pitches. Despite this, revenue still grew by 11.8%. Average client tenure is now over 60 months with an NPS score of +64. The work got better - and so did the relationships behind it. Product: Stewart doubled down on creativity and innovation, launching proprietary tools that are transforming how they create and deliver work. The agency co-developed an AI fact-checking bot with Africa Check and helped Momentum Medical Scheme launch a radically honest brand campaign built around the emotional journey of illness. Profit: Rogerwilco’s EBITDA grew by 55% and its cost-to-serve dropped by 8%. Profit, for Stewart, is not a goal in isolation - it’s what allows the agency to remain independent, invest in its people, innovate freely, and deliver long-term value to every stakeholder. Be Better is not an aspiration - it’s a measurable philosophy. And it’s working. |
