Sue Benson

Sue Benson has spent over 20 years building a business defined by its people and its unique ability to influence consumer behaviour. As the driving force behind The Behaviours Agency, she has pioneered an approach that moves beyond simple awareness to address the "Motivation Gap"—the space between a brand being noticed and being truly wanted.

Under Sue’s leadership, the agency has evolved into a category of one, recently transitioning to an Employee Ownership Trust (EOT). This landmark move reflects her deep commitment to protecting the agency’s independent spirit and ensuring that the future of the business remains in the hands of those who built its reputation.

A staunch advocate for B Corp principles and IPA standards, Sue believes that creativity is the ultimate commercial "unfair advantage". Her mission is clear: to help ambitious marketing leaders create work that is undeniably relevant and totally unignorable.

Sue is incredibly active in the advertising and business community, she’s member of WACL, a board advisor for social enterprise - Sow The City, the MPA and the Alliance of Independent Agencies.