50 over 50 is a series of interviews with our most influential and inspiring industry leaders aged 50 and over. Next up, Phil Acton, Country Manager UK at Adform shares highlights and lessons from his long career in digital media…
What one thing are you proudest of in your career?
When I look back on my career journey—from working in a small PPC agency in Warrington to now leading the UK for a major DSP—I feel proud and thankful for how far I’ve come. Yet what I’m most proud of is the team we’ve built and the culture we’ve fostered together. As the UK Country Manager, it’s been an honour to take full responsibility for everything and to see the team stay consistently aligned with our vision. Winning ‘Country of the Year’ at Adform twice is a testament to our collective effort and hard work, and it makes me feel very proud.
What heights are you now capable of that you wouldn’t have been able to achieve at the early or mid-point of your career?
I’ve definitely grown into my approach to leading and motivating teams. Early on in my career I was still learning how to manage people effectively, but now I’m much better at empowering others to shine in their roles. It’s all about creating a shared vision, getting everyone on board, and trusting each other to take ownership of their tasks. I often say, “divide and conquer,” because when each person owns their part, we become more efficient and collaborative. The biggest change is knowing when to step back and let others lead while always being ready to help when needed.
What gives you the most satisfaction in your role today?
Nothing gives me more satisfaction than receiving positive feedback from clients, especially when it’s about the impact we’ve made within their business. Just recently, Oliver Whitten, our COO, bumped into a key stakeholder from our client, IKEA, at an event. She couldn’t stop praising our UK team for their dedication and exceptional work in optimising their digital campaigns. She even mentioned specific team members by name, highlighting how they’ve truly elevated the performance of IKEA’s online presence. That kind of recognition is priceless. For me, the most fulfilling part of my role is building those personal relationships and going the extra mile to help clients succeed in a rapidly changing industry.
What is the biggest lesson you have learned in your career?
The biggest lesson I’ve learned is the power of humility and grace, especially in challenging moments. There have been times when I wanted to speak my mind, but over the years I’ve realised that sometimes, it’s better to take a step back and let things go. You never know when you’ll cross paths with someone again, and maintaining those relationships is vital. I’ve been fortunate to work with leaders who embodied calmness and patience, always taking the time to support their team, no matter how tough things got.
What advice would you give your 25-year old self?
If I could go back, I’d tell my 25-year-old self to trust his instincts and take that leap of faith. At the time, I was working in a completely different industry in the North, and it wasn’t until I was 29 that I took the plunge and moved to London. It was one of the best decisions I made.
I’d also tell myself not to take things too seriously—especially in advertising, where creativity and fun are at the heart of it all. Embrace the journey, seek out mentors, and don’t be afraid to learn from others. I still do this today, and I love mentoring young people—not just in my team but across the industry.
What is the biggest mistake companies are making in their attitude to age today?
One of the biggest mistakes I see is companies dismissing older candidates based on assumptions—things like thinking they’re too expensive, set in their ways, or not a cultural fit. There’s a wealth of talent out there with years of experience, and it’s crucial to challenge these biases. People of all ages can bring fresh perspectives, unique insights, and valuable expertise. The key is giving everyone, regardless of age, a fair chance to prove what they can bring to the table.
What is your biggest regret about the industry today?
While there have been some fantastic strides in gender diversity, one area where we still have a long way to go is in bringing in people from diverse social backgrounds—especially those from working-class communities. Too often, the industry still relies on traditional degrees as a benchmark for success, which can exclude talented individuals with the drive and skills to excel. As someone who didn’t go to university, I’d love to see more opportunities for people from all walks of life, especially through digital learning and apprenticeships, which open doors for people without conventional qualifications. It’s all about offering opportunities based on potential, not just education, and creating pathways for everyone to grow and succeed.
P.S. Hats off to all my fellow 50+ achievers—sticking it out in this industry for so long is truly impressive!
