The marketing world is changing faster than ever, and for global organizations, the challenge isn’t just to keep up - it’s to stay ahead. In today’s high-stakes business environment, success demands more than simply following trends. It requires a forward-thinking strategy that combines innovation, adaptability, and a long-term vision.
In this "Ask the Expert" feature, Lawrence Masle, CEO of UP THERE, EVERYWHERE, shares actionable insights on the forces reshaping marketing today. With decades of experience working with global organizations, Lawrence dives into the opportunities and challenges created by transformative technologies like AI and the growing convergence of sales and marketing.
This is your guide to understanding the marketing trends that matter most and positioning your organization for long-term growth in an increasingly competitive global marketplace.
As a founding member and CEO of UP THERE, EVERYWHERE, what inspired you to help create a global agency with such a unique model?
When the founders of UP THERE, EVERYWHERE asked me to join UP, I couldn’t resist. They set out to create the world’s first global cloud-based agency to deliver branding, marketing, and digital marketing services at better value. By using the power of technology and the cloud and the expertise and creativity of distributed teams from around the world, UP creates exceptional marketing services for its clients.
You’ve worked with various companies, from start-ups to multinational giants. How does your approach to marketing and business development change depending on the business scale?
Brands are important to any company, regardless of size. And defining a unique Position for that brand is essential business strategy. Smaller start-ups and scale-ups need to be a bit more pragmatic. They won’t be able to go as broad or as deep with their branding and marketing. But they can grow into that as they scale further. Larger companies have the luxury of doing more, as they have bigger budgets. The key is to have a good mix of marketing activities working in synch to drive market success.
What lessons from your time at Young & Rubicam and senior roles at Ericsson and Philips do you still find yourself applying at UP today?
The foundations of my agency training started during my advertising days in New York, perhaps one of the best places in the world to learn the business. As simple as it may sound, I learned the value of proofing. Clients expect perfection from their agencies, and making sure client work always gets proofed is a very important part of the process, which still holds true today.
My tenure at Ericsson in both Stockholm and London gave me the opportunity to truly work on a global scale. People, cultures, and business practices differ around the world, and one has to be empathic and understand approaches from different points of view. Putting yourself in the shoes of the client is an important lesson that I always bring with me, no matter where I am in the world.
What does leadership mean to you, especially when running a globally distributed agency like UP?
Leadership is about having a vision, a longer term goal post, and having a strategy for getting there. It’s also about trust, having trust in your team and your people to deliver on that strategy. When you empower people, they usually over deliver. No one likes to be micro managed. But it’s still important to check in on progress periodically, to make sure we are all moving forward and keeping the right focus.
As someone who’s lived and worked in some of Europe’s most vibrant cities, how have these experiences influenced your leadership style?
My time spent in Stockholm certainly broadened my approach to leadership. In Sweden / Scandinavia, consensus building is a key part of decision making. Organizations are less hierarchical than in other parts of Europe or the US for example. A great deal of value is also placed on continuous education and training in this part of the world…you can always learn new things or how to do things better.
You’ve spent over two decades helping businesses expand globally. What’s one of the biggest challenges companies face when entering new markets?
The biggest challenge is truly understanding the local market. Things may appear similar, but often there are unapparent deeper cultural differences that can affect behavior and decision making. Spend time in a new market, and bring in a local, not only for their understanding, but also their network.
Telecom and tech are known for their fast-paced innovation. How did working in those industries shape your perspective on marketing and business growth?
Tech and telecom move fast, and that’s probably why they appeal to me. Being from New York where things often happen quickly, I often work with a sense of urgency. What is the quickest and most efficient way to get something done? While it’s important to take time to reflect and plan a proper strategy, it’s equally important to make decisions and start getting things done.
UP has such a unique structure as a global cloud-based agency. What advantages does this offer clients, especially in today’s remote-first world? and how do you communicate that to prospective clients?
Our model allows us to put the best team forward for our clients, regardless of where our people are based. Traditional brick and motor agencies are often limited to the people sitting in their local office. Our model also allows us to be full service, something that many agencies struggle with today, and has forced traditional agencies to become more niched. When you explain this to prospects, they usually understand it pretty quickly, since many traditional agencies struggle to deliver this today.
How do you see marketing and business development evolving over the next five years, particularly for global agencies like UP?
Technology has made the world flat, which means that it’s much easier to expand your business to different parts of the world. For UP, we’ve been global since day one, so it’s in our DNA to think globally as our clients expand around the world. Agencies will need to be able to service their clients in multiple markets going forward, and UP is well positioned to continue to do that for our clients.
What trends in global marketing excite you most, and how is UP positioning itself to lead in these areas?
In the past, Sales & Marketing haven’t always been well connected. Developments in digital marketing have been a real catalyst for bringing these two important areas closer together. Digital analytics can give you insights into which parts of your marketing activities are working well, and you can make tweaks and adjustments along the way. But it still comes down to having a good mix, including non-digital activities, as well.
And, of course, I should mention a few words about AI, which is becoming an important aspect of many businesses today. AI will speed up the creative process, but it won’t replace it. It will help us to become more efficient, and we will all need to learn how to use this new and exciting tool. But there will always be a need for the human element. At UP, we are guided by the phrase always add humanTM. If we don’t, we’ll fail to be authentic, and this will undermine customer trust.
Lastly, I’d like to mention the importance of market research. All too often, I hear clients say they don’t have time to conduct market research. At UP, we believe this is an important part of the Audit phase, part of our 5-step BASE-UPⓇ approach to work (Brief - Audit - Strategy - Execution - Follow-UP).
As someone who has successfully balanced a high-pressure career with family and community involvement, do you have any top tips for prioritising your time?
It’s easy for me to give some reflections on this question, especially now that my kids are grown. The journey will be filled with both ups and downs, and the key is to enjoy and treasure the good times, while learning and moving forward from the challenges. Sometimes you simply just have to find another approach.
When you are dual career parents, it’s about making sure that each person gets the bandwidth needed to pursue their careers. This requires good planning and time management, but also a bit of giving and taking, as well. Also having a good support structure in place for those times when demands are happening at the same time. Openness to remote working has also made it easier to combine career with family. And remember to prioritize spending time with the family. As cliché as it sounds, that time will go by quicker than you expect.
You’re a passionate runner and skier. Do you find that these hobbies influence how you approach challenges in work or life?
I find running to be a great time for reflection and strategic thinking. There’s nothing like wrestling with a tough question or problem while out for a run. Skiing on the other hand is a way for me to totally disconnect and clear my mind. Being in the mountains and in nature is an amazing way to recharge, and I strive to do it as often as possible.
Do you have a top piece of advice for young entrepreneurs looking to scale their businesses internationally?
Dare to test out new markets. But do your homework first. Understand the market dynamics and look to make local connections. Spend wisely, and I often use the guiding phrase test to invest when expanding your business.
And finally… As CEO, what’s your vision for UP THERE, EVERYWHERE over the next five years?
I’m super proud and excited about where UP is today. We are a full service, global agency with over 200+ people serving great clients around the globe. Our people ensure that the agency runs smoothly, delivering exceptional value to our clients. My vision for the next five years is to continue building on that success, while expanding in both existing and new markets. The great part of our business is that we get to craft new and creative ways to drive our client’s businesses forward.