Michael Dobson, CDO at AMS, on Culture, Innovation, and Leading With “What If?”

In this episode of Breaking Through the Mayhem, host Ben Lambert sits down with Michael Dobson, Global Chief Digital Officer at AMS, to explore his career path from retail management to leading digital strategy and innovation across ten countries and three business lines. Michael reflects on the lessons learned from both client- and agency-side roles, his embrace of independent agencies, and the pivotal mindset shift of asking “what if?” to spark innovation. He highlights how openness to opportunities and mentorship guided his career and how thinking differently has been key to driving growth. The conversation dives deep into: Culture redefined: Why true culture is built by people, not perks, and how AMS scaled employee resource groups globally to create belonging. Empowering voices: Why encouraging everyone - from new grads to senior leaders - to challenge processes and bring fresh ideas fuels innovation. Clients and outcomes: How AMS balances performance marketing with brand building, digs deeper into client briefs, and connects KPIs to long-term business outcomes. Navigating hype: Why staying proactive with insights and POVs helps clients cut through overhyped industry trends and make confident decisions. AI in practice: How new tools, including AI, are embraced when they solve real pain points and improve efficiency. Michael also shares personal reflections on his favorite travels - Spain’s unique work culture, Greece’s food and history, and his dream of experiencing an African safari - while celebrating AMS being named a Great Place to Work. This episode is a thoughtful exploration of leadership, culture, and innovation, with lessons on how to thrive in a rapidly evolving digital landscape.