<div class="gn-article"><div class="gn-hero gn-reveal"> <div class="gn-hero__image"><img src="https://cdn.prod.website-files.com/6877701b88030d58f11ac053/6a16dbc9c4978f51cb8319f1_russ-oakley-whats-the-one-thing-68b06b05abaa3787580670.webp" alt=""></div> <div class="gn-hero__head"> <span class="gn-kicker"><span class="dot"></span>Expression</span> <h1 class="gn-title">What&#39;s the One Thing? ... with Russell Oakley - MD &amp; Co-Founder of The GO Network</h1> <div class="gn-meta"> <strong>The GO Network</strong> <span class="pip"></span> <span>20 August 2025</span> <span class="pip"></span> <span>6 min read</span> </div> </div> </div> <div class="gn-body"> <figure class="gn-fig gn-reveal"> <div class="gn-fig__media"><img src="https://cdn.prod.website-files.com/6877701b88030d58f11ac053/6a16dbc897a42b0a20141f8a_erfeed-689bc82551ef3251610234.webp" alt="Russell Oakley, MD & Co-Founder of The GO Network"></div> <figcaption>Russell Oakley, MD &amp; Co-Founder of The GO Network</figcaption> </figure> <p class="gn-lede gn-reveal"><em>Russell Oakley is a senior commercial and strategy leader with over 15 years' experience driving growth for creative agencies, publishers, and platform businesses across the UK.</em></p> <p class="gn-reveal"><em>Prior to launching The GO Network, Russell held senior roles at leading content and media businesses, including The Moment, ITV, JOE Media, Twofour, and Scorch. During that time, he led business development and strategic content partnerships with some of the world's best-known brands, including Levi's, Vodafone, Xbox, Continental Tyres, and Renault, helping them connect with audiences through award-winning campaigns.</em></p> <p class="gn-reveal"><em>Now as Managing Director of The GO Network, Russell leads the development of the platform, its technology roadmap, and the rollout of new services across marketing, operations, and member experience.</em></p> <p class="gn-reveal"><em>With a unique combination of agency-side insight, publishing expertise, and commercial vision, he's the driving force behind The GO Network's evolution and the architect of the platform that's redefining how brands and agencies grow and connect.</em></p> <div class="gn-divider gn-reveal" aria-hidden="true"></div> <h2 class="gn-reveal">Who is the one... Person from your early career that shaped how you work today, and how?</h2> <p class="gn-reveal">I'll pick two — my bosses Steve and Tristan, when I worked at Scorch, a small, independent content and animation agency.</p> <p class="gn-reveal">I'd just moved to London and into the industry, and it's fair to say I was pretty green. The two founders made us as their team feel like we could take on our biggest competitors. They built a culture that's stuck with me ever since, one where ambition didn't come at the cost of enjoyment. Rather our ambition was a major part of our enjoyment.</p> <p class="gn-reveal">There was a clear expectation that everyone pulled in the same direction, gave their best, and took genuine pride in the work we delivered. But that was never at the expense of energy or team spirit. In fact, it was the opposite.</p> <p class="gn-reveal">They created an environment where the more you put in, the more you got out. It made you want to succeed, not just for yourself, but for them and for each other, because success genuinely felt like a shared experience. We were a team on the crest of a wave, and we knew it. It was something I hadn't experienced until that point in my career.</p> <p class="gn-reveal">We also knew in ourselves how hard we were working and collectively how ambitious we were, and because of that, no one on the outside could really knock us off course. That kind of confidence, built from collective effort and trust, is powerful.</p> <aside class="gn-quote gn-reveal"><q>I strive to create an environment where people feel driven, supported, and part of something bigger than just the next task or target.</q><cite>Russell Oakley · MD &amp; Co-Founder, The GO Network</cite></aside> <p class="gn-reveal">Now that I'm part of a leadership setting the tone, I realise how difficult that balance is to get right. I don't always nail it, but I strive to create an environment where people feel driven, supported, and part of something bigger than just the next task or target..</p> <figure class="gn-fig gn-reveal"> <div class="gn-fig__media"><img src="https://cdn.prod.website-files.com/6877701b88030d58f11ac053/6a16dbc8f4cc9159b05e9d3f_img-0430-2-689bc825588fe578990491.webp" alt="Russell Oakley"></div> <figcaption>Russell Oakley, MD &amp; Co-Founder of The GO Network</figcaption> </figure> <div class="gn-divider gn-reveal" aria-hidden="true"></div> <h2 class="gn-reveal">What's the one... Routine or ritual that helps you stay focused or grounded at work?</h2> <p class="gn-reveal">It's very simple. Breaking away from work to spend time with family and friends is the one thing that keeps me grounded. It gives me perspective and a reminder that the people who matter most don't really care what I do for a living or how 'successful' I am.</p> <p class="gn-reveal">Growing a business is incredibly consuming, and at times, it can threaten to be <em>all</em> consuming. It's addictive in the best and worst ways. You care deeply, you're constantly thinking ahead, and it can be hard to switch off. But actually stepping away is what brings me back to centre.</p> <p class="gn-reveal">Things that can feel like a big deal in the moment quickly shrink down to size when you take that step back. It clears my head, puts things into context, and helps me come back to work with more clarity, better judgment, and renewed energy. It is also why the pale blue dot is one of the images I enjoy looking at most.</p> <figure class="gn-fig gn-reveal"> <div class="gn-fig__media"><img src="https://cdn.prod.website-files.com/6877701b88030d58f11ac053/69fcaff1812765e0764f6a35_original-689bc8253d433930879849.avif" alt="The pale blue dot"></div> <figcaption>The pale blue dot, an image Russell Oakley returns to for perspective.</figcaption> </figure> <div class="gn-divider gn-reveal" aria-hidden="true"></div> <h2 class="gn-reveal">What's the one... Talk, article or idea you return to again and again, and why?</h2> <p class="gn-reveal"><em>How to Win Friends and Influence People</em> by Dale Carnegie. Bit of a classic, but it genuinely changed how I think about work, not in some life-altering, spiritual way, but in the sense that it made me pay more attention to what actually makes people tick.</p> <p class="gn-reveal">It's helped me realise that most of what we do comes down to relationships, how we listen, how we show interest, how we make people feel. And I definitely don't get it right all the time. I can be impatient, distracted, caught up in the next thing, but when I do get it right, things just work better. Conversations go deeper, ideas move quicker, and teams feel more connected.</p> <p class="gn-reveal">The book didn't give me a list of tactics, it just reminds me that most people you deal with are wired in the same way. We all want to feel heard, understood, and respected. That's what I try to carry into the way I work every day.</p> <figure class="gn-fig gn-reveal"> <div class="gn-fig__media"><img src="https://cdn.prod.website-files.com/6877701b88030d58f11ac053/69fcaff2812765e0764f6a61_how-to-win-friends-and-influence-people-by-dale-carnegie-689bc8255b0b8054166373.webp" alt="How to Win Friends and Influence People by Dale Carnegie"></div> <figcaption><em>How to Win Friends and Influence People</em> by Dale Carnegie, a book Russell Oakley returns to again and again.</figcaption> </figure> <div class="gn-divider gn-reveal" aria-hidden="true"></div> <h2 class="gn-reveal">What's the one... Trend or shift you're paying close attention to, and why?</h2> <p class="gn-reveal">Everyone, I'm sure, will point to AI, and rightly so. I don't for a second underestimate the impact it's already having, and will continue to have, on our industry. But the shift I'm paying closer attention to over the next 6 months is a bit more human and that's how brands are rethinking the <em>value</em> they place on agency partnerships.</p> <p class="gn-reveal">We're seeing more marketing teams under pressure, tighter budgets, leaner teams, increased scrutiny on ROI and that's leading to a more selective, strategic approach to how and when they bring in external partners. It's no longer just about finding capability gaps; it's about finding alignment culturally, commercially, and in terms of mindset.</p> <p class="gn-reveal">What I find interesting is that the best-performing agencies aren't just talking about services anymore. They're thinking about how they show up as <em>collaborators</em>, how they make the client's life easier, and how they deliver value that goes beyond the scope of the brief.</p> <p class="gn-reveal">In short, the shift I'm watching is from 'supplier' to 'strategic partner' and in a climate where brands are doing more with less, that difference really matters.</p> <figure class="gn-fig gn-reveal"> <div class="gn-fig__media"><img src="https://cdn.prod.website-files.com/6877701b88030d58f11ac053/69fcb8b2a7064ac36901d6f8_collaborative-marketing-strategy-session-data-analysis-digital-communication-too.webp" alt="Collaborative marketing strategy session"></div> <figcaption>The shift from supplier to strategic partner is the trend Russell Oakley is watching closely.</figcaption> </figure> <div class="gn-divider gn-reveal" aria-hidden="true"></div> <h2 class="gn-reveal">What's the one... Question you always ask when you're trying to figure someone out</h2> <p class="gn-reveal">The one question I always ask when I'm trying to figure someone out is, "What are you most proud of?"</p> <p class="gn-reveal">It's a simple question, but the answers are always revealing. Some people talk about a personal milestone, others focus on work or a challenge they've overcome. It gives you a real sense of what they value, whether it's recognition, creativity, resilience, helping others, or something else entirely. You quickly learn what motivates them, how they see success, and what matters to them beyond surface-level achievements.</p> <p class="gn-reveal">It also shifts the tone of a conversation. People naturally open up when they're given the chance to talk about something meaningful to them, rather than being put on the spot with generic or transactional questions. It builds trust, and it gives you a clearer picture of the person behind the role.</p> <p class="gn-reveal">You can learn a lot from how people answer, not just in the content, but in the way they speak about it, their energy, their focus, the detail they give. It's often just nice to hear and see people speak of something they are proud of.</p> <p class="gn-reveal">This question brings things back to the human level. It helps cut through the noise and understand what actually makes someone tick.</p> <figure class="gn-fig gn-reveal"> <div class="gn-fig__media"><img src="https://cdn.prod.website-files.com/6877701b88030d58f11ac053/69fcaff227c2321f3d4a914c_featured-art-pride-sacha-vega-istock-689bc825577c2998026332.webp" alt="Pride"></div> <figcaption>Russell Oakley's go-to question: "What are you most proud of?"</figcaption> </figure> <div class="gn-divider gn-reveal" aria-hidden="true"></div> <h2 class="gn-reveal">AND FINALLY... What's the one "What's the one thing" question you would like to see us ask future guests?</h2> <p class="gn-reveal">Naturally, what's the one thing you are most proud of?</p> <p class="gn-reveal"><a target="_blank" rel="noopener noreferrer nofollow" class="text-primary underline decoration-primary" href="https://www.linkedin.com/in/russelloakley1/">Connect</a></p> <p class="gn-reveal">If you'd like to take part in <em>What's the One Thing?</em>, we'd love to hear from you, <a target="_new" rel="noopener" class="text-primary underline decoration-primary decorated-link" href="https://thegonetwork.fillout.com/whats-the-one-thing">submit your thoughts here</a></p> <p class="gn-reveal"><em>Thanks for reading What's the One Thing?</em></p> </div></div> <aside class="gn-related gn-reveal" data-auto="related-reading"> <div class="gn-related__label">Related reading</div> <ul class="gn-related__list"> <li class="gn-related__item"> <a href="/articles/whats-the-one-thing-with-jack-brough-bafta-nominated-creative-director" class="gn-related__link"> <span class="gn-related__category">Expression</span> <span class="gn-related__title">What&#39;s the One Thing? ... with Jack Brough - BAFTA nominated Creative Director</span> <span class="gn-related__excerpt">BAFTA-nominated CD Jack Brough reveals the William Goldman maxim driving his creative process, plus the career advice he regrets ignoring.</span> </a> </li> <li class="gn-related__item"> <a href="/articles/every-pitch-counts---driving-more-qualified-new-business-opportunities-for-your-agency" class="gn-related__link"> <span class="gn-related__category">Expression</span> <span class="gn-related__title">Every Pitch Counts - Driving More Qualified New Business Opportunities for your Agency</span> <span class="gn-related__excerpt">From lead scoring to final proposals, The GO Network shares what agencies consistently get wrong across every pitch stage, and how to fix it</span> </a> </li> <li class="gn-related__item"> <a href="/articles/marketing-to-midlife-women" class="gn-related__link"> <span class="gn-related__category">Expression</span> <span class="gn-related__title">Marketing to Midlife Women with The Behaviours Agency</span> <span class="gn-related__excerpt">The Behaviours Agency reveals new shopping behaviours, semiotics insights, and how agencies can help brands represent midlife women to build</span> </a> </li> <li class="gn-related__item"> <a href="/articles/agency-workshop-pricing-for-profit" class="gn-related__link"> <span class="gn-related__category">Expression</span> <span class="gn-related__title">Agency Workshop: Pricing for Profit</span> <span class="gn-related__excerpt">Wow Company&#39;s Benchpress data reveals how top-performing agencies set hourly rates and fees, so you can benchmark your pricing and close mor</span> </a> </li> </ul> </aside>