Then and now... Sarah Anderson

In the latest instalment of Bdaily's Then and now series, Sarah Anderson, client service director at Leeds and London-based creative agency Live & Breathe, reflects on her career, from her first role to the present day, highlighting the lessons she has learned from her personal and professional evolution.

You're client service director at Live & Breathe. What does your role entail?

As client service director, my role is all about people – both our clients and our teams.

I’m responsible for ensuring client satisfaction by being a trusted partner who truly understands their business, challenges and opportunities.

I lead a talented client services team, creating a culture where creativity thrives, work is exceptional and growth is constant.

Essentially, I’m part strategist, part cheerleader, part problem-solver and occasional fire extinguisher.

Did you always want to work in marketing? Or did you have other ambitions when you were growing up?
As a child, I was fascinated by anthropology, travel, people and photojournalism.

I was drawn to ideas and curious about culture and the connections between people.

In a way, marketing became the perfect blend of creativity and understanding human behaviour.

What was your first job – and did you enjoy it?

My first roles were varied: I was a waitress, worked in a shoe boutique and then began my career in new business at Michael Peters & Partners, before joining start-up Creative IQ.

Each role taught me the value of hard work, resilience and people skills.

These are foundations that remain just as relevant today.

I enjoyed them all, as each gave me a fresh perspective and a chance to learn.

Were there any mentors or individuals that helped shape your career? And are you still applying lessons you learned then to your workforce of today?

Absolutely. I’ve been lucky to have some incredible mentors throughout my career.

At Creative IQ, Jonathan and Tim trained me from the ground up, while Paul Davies believed in me and gave me opportunities that really stretched me.

Jane and Tom, at Tequila, also played a big role in shaping my confidence and drive.

I’ve learned a huge amount from clients too; Cesar, at P&G, taught me the value of regular face time, listening carefully, acting on feedback and the importance of evaluations and one-to-ones.

And Kate Robertson continues to inspire me. Not only was she brilliant in marketing and new business, but she went on to found One Young World, where I’m now proud to serve as a trustee.

The biggest lesson I’ve carried forward is to combine tenacity and curiosity with a genuine investment in people – because that’s what creates lasting impact.

What attracted you to the marketing sector?

Marketing is where creativity meets commerciality.

I’m drawn to the problem-solving aspect, finding ways to connect brands with people in meaningful and impactful ways.

It’s dynamic, challenging and endlessly inspiring, pushing me to grow and see challenges from new perspectives every day.

How do you feel you’ve changed as a person over the years? Have career roles brought new dimensions to your personality?

I’ve become more curious, conscientious and courageous.

I’ve learned to trust my instincts, embrace ambiguity and lean into challenges.

I’m also better at celebrating small wins; it keeps the energy high and the momentum going.

Definitely. Working across Asia, for example, taught me drive, tenacity, ambition and cultural curiosity.

I’ve learned to navigate complex markets, adapt quickly and bring that global perspective to every client and team interaction.

Each role has made me a more rounded, resilient and empathetic leader.

You’ve seen many changes to the employment world across your career – how do you see the workplace evolving in years to come?

The workplace will continue evolving toward flexibility, inclusivity and purpose-driven culture.

Technology and artificial intelligence will transform how we work, but human connection, empathy and creativity will always remain central to success.

Leaders will need to balance data-driven insights with emotional intelligence, fostering environments where people feel seen, challenged and supported.

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