Karl Loudon has spent nearly two decades sitting on both sides of the brand-agency table. As a four-time founder, COO at The Ingenuity Group – where he ran major brand-agency pitches – and the person who scaled Rise at Seven’s commercial operation across the UK, Europe, and USA, he knows exactly where the connection between brand strategy and business results breaks down. Today he runs Sales With Soul, a fractional growth leadership practice helping brands and agencies build the kind of partnerships that actually move the bottom line. A TEDx speaker based in Cornwall, Karl’s talk cuts through the noise on what it really takes to get more from your agency relationships – and your marketing spend.