As Leith celebrates its 40th anniversary, the agency marks another milestone with the appointment of Leona Coupar as Head of Strategy. With 12 years of experience at Leith, Coupar’s journey has not only shaped her approach to strategy but has also positioned her as a key player in the agency’s evolution. Her strategic insight, rooted in data and behavior, has consistently driven impactful campaigns, making her the ideal leader to carry forward Leith’s legacy of creative problem-solving.
A Strategic Journey Defined by Curiosity and Collaboration
Coupar’s career at Leith began in 2012, focusing on data planning and a blend of quantitative and qualitative research projects. Her prior experience at MediaCom and Edrington armed her with a strong foundation in insights and media planning. Over the years, she has honed her ability to interpret multiple sources of information to craft compelling brand and communication strategies.
Reflecting on her journey, Coupar emphasizes the importance of collaboration with partner agencies to push boundaries and deliver bolder, more effective solutions for clients. Her experience spans diverse sectors, equipping her with a nuanced understanding of varied business models, growth ambitions, and industry challenges.
“The parameters of what constitutes strategy in a creative agency have significantly changed during my time at Leith,” Coupar explains. “We’re constantly evolving our skillset to better support our clients in achieving their goals. I’m fortunate to lead a talented, diverse strategy team with expertise ranging from brand planning to digital strategy and performance analytics.”
Building on a 40-Year Legacy
Leith’s 40th anniversary is a moment of reflection and celebration, one that Coupar shares personally, having also turned 40 in September 2024. The agency’s ability to navigate economic downturns, pandemics, and the uncertainties of Brexit speaks to its adaptability and resilience. For Coupar, the essence of Leith’s success lies in its commitment to creativity, curiosity, and courage.
“If we can get to the root of a client’s challenge and find a truly creative way to solve it, we’re doing our job well and upholding the reputation we’ve built over the last 40 years,” she asserts. “In 2025, an era of rapid transformation, staying curious and evolving is essential.”
To maintain this culture of curiosity, Leith actively encourages its teams to explore new perspectives through innovation showcases, conferences, and community partnerships. Coupar believes that bringing personal interests into the workplace fuels creativity and enables the agency to remain at the forefront of industry trends.
Data-Driven Insight Meets Bold Strategy
Known for her ability to blend data and behavior, Coupar is committed to being the voice of the consumer within the agency. Her approach to strategy goes beyond analyzing numbers — she seeks to understand the “why” behind consumer behavior, ensuring that every insight leads to actionable, resonant communication.
Coupar’s track record speaks for itself: maintaining The Famous Grouse’s position as the number one whisky in Scotland and six other markets, helping the Royal Bank of Scotland regain its top spot among 18-35-year-olds, and authoring multiple effectiveness award-winning papers. Her ability to create meaningful connections between brands and consumers is central to her strategic philosophy.
“We avoid over-intellectualizing and aim to distill insights that are clear, actionable, and impactful,” Coupar explains. “Using category and market intelligence to understand competitor positioning helps us identify unique white spaces that our clients can own.”
Shaping the Future for New and Existing Clients
As Leith expands its client portfolio with notable additions like ScotRail and Lovehoney, Coupar is committed to forging long-lasting relationships grounded in trust. Her strategy is clear: get under the skin of the client’s business, understand their pain points, and be willing to push beyond comfort zones.
“We’ve seen how longevity and trust can unlock effective, unexpected work,” she notes, referencing Leith’s 25-year relationship with the Scottish Government, which has produced groundbreaking campaigns like the 2013 breast cancer awareness initiative.
Coupar also recognizes the importance of balancing long-term brand health with short-term commercial goals. By setting sustainable growth targets, she ensures that strategies deliver both immediate results and lasting impact.
A Vision for 2025 and Beyond
Looking ahead, Coupar is excited to continue building a culture of boldness and creativity within her team. In 2024, Leith explored the power of humor in elevating campaigns, a direction that Coupar plans to expand upon in the coming years.
“Expect more boundary-pushing, more real-world problem-solving, and more making people laugh,” she promises. “The people at Leith are incredible, and our shared challenger mindset drives us to create work that punches above its weight.”
With Coupar leading the charge, Leith’s strategy team is poised to navigate the complexities of a rapidly evolving industry while staying true to the agency’s core values of creativity, curiosity, and courage. Her commitment to blending data with human insight ensures that Leith will continue to deliver work that resonates deeply and drives meaningful growth for its clients.
