An Interview with Thomas Adams, CEO of RedBook Agency

Can you provide an overview of your leadership philosophy and how it has shaped your approach as a CEO?

My leadership philosophy is centred around building a fantastic team that I have complete faith in. I believe it is important to give individuals the autonomy to lead their own areas and manage their workloads.

As a relatively young CEO, I value maintaining a close connection with the team, sharing the workload and offering support while also receiving support from them. We are a growing business venturing into uncharted territory, so it is essential that the team shares my vision and understands what we are working towards.

I also believe in creating a positive and engaging environment where people enjoy working together while remaining focused on achieving our objectives.

How did you first become involved in the property industry, and what attracted you to it?

My journey into the property industry began when I was introduced to RedBook's Founder, Sandy Mitchell, through the company's previous chairman. I had always been passionate about both design and real estate, and I immediately saw a tremendous opportunity in RedBook as a business that could scale while remaining true to its unique model.

I have also undertaken a number of personal projects and thoroughly enjoyed being at the heart of the process — well, most of the time!

Tell us about RedBook Agency.

RedBook is a design and delivery agency representing some of the very best talent across both areas. We work with 60 leading international interior designers, 50 architects, as well as project managers, contractors and other specialists.

At its core, RedBook is about the relationships we cultivate and the effort we invest in ensuring we represent the very best people in the industry. RedBook occupies a distinct position not only in the UK, but also on the global stage, by creating significant value for both clients and partners.

Our unique strength lies in providing access to exceptional professionals across the design and delivery sphere. I am deeply committed to realising RedBook's full potential by demonstrating what we can do for HNW and UHNW clients worldwide and addressing their specific project requirements.

Can you share an example of a challenging decision you've had to make as CEO and how you approached it?

As the business continues to develop, one of the most challenging decisions I have faced has been finding the right balance between external investment and organic growth. We have always been, and remain, committed to growing organically and avoiding external investment, but there are always two sides to every decision that, as CEO, you need to consider carefully.

I am immensely grateful for our dedicated team, which has played a crucial role in driving our expansion while remaining passionate about RedBook's vision.

How do you stay informed about industry trends and ensure your company remains competitive in an ever-changing business landscape?

RedBook is exceptionally well-informed because we collaborate with around 250 of the best design and delivery firms, many of which we speak to on a daily basis. In addition, our extensive intermediary network, including lawyers and agents, provides invaluable market insight.

This gives us access to a significant amount of industry intelligence, particularly when it comes to emerging design trends, market developments and changes within the wider property sector.

What trends or innovations in the property industry do you find most exciting or disruptive right now?

We are currently involved in a number of projects with private clients and developers in the Middle East. It is fascinating to see how the next generation of wealth in the region is influencing the way homes are designed.

I particularly enjoy observing how personal preferences and the human element are shaping design choices and thinking about where design may be in 10 or even 20 years' time.

How do you see sustainable and environmentally friendly practices shaping the future of real estate development?

Sustainable and environmentally friendly practices are poised to be transformative forces in the future of real estate development. The global shift towards sustainability is becoming a necessity, driven by environmental concerns, government policy and growing awareness of the long-term economic benefits.

Those who embrace greener practices and demonstrate a genuine commitment to sustainability are helping to lead the way.

At RedBook, we represent a range of sustainability consultants and design firms that are at the forefront of environmentally conscious design. We have also gone further by ensuring that all of our clients' projects are carbon neutral, with RedBook covering the associated costs.

We have developed an advanced tool that allows us to calculate the CO2 output of our clients' property projects and offset the impact generated by each of our partners, including architects and contractors.

It is not the complete solution, but it allows us to play our part in the here and now.

How do you handle crises or unexpected challenges that may arise during your tenure as CEO?

My main focus is to remain level-headed and not allow pressure to dictate my decisions. Having a strong board of directors helps ensure that decisions are well considered and that we maintain a collective mindset during critical moments.

I also find that speaking to people outside the business can be an excellent way to gain a different perspective on a specific issue.

Can you describe your vision for the company's future and how you plan to execute that vision?

We envision becoming a premier global design agency, with physical offices in the Middle East, across Europe and in the US, providing clients with curated access to exceptional talent and a truly white-glove service.

My goal is to change the way people approach prime and super-prime property projects, making them more aware of the intricacies involved. It is about understanding how all the elements of a project come together — from cross-checking scopes of work and identifying a team's strengths and weaknesses to creating the right synergy between the architect and interior designer.

The way people approach projects can often be archaic — driven by dinner-party recommendations or Instagram — which can sometimes lead to fragmented project teams and unnecessary challenges. At RedBook, we champion a more considered, process-driven approach.

What has been the highlight of your career so far?

RedBook aside, one standout moment in my career was setting up my previous business, the British Game Alliance. It was a remarkable journey that included gaining government recognition, meetings at Number 10 and Kensington Palace, and speaking in the Houses of Lords and Commons.

Through the British Game Alliance, I had the opportunity to help bring much-needed change to a struggling sector, improving its social and political standing. Many of RedBook's clients today were also clients of mine at BGA, which has created an enjoyable sense of continuity.

What hobbies or interests help you relax and unwind outside of work?

I am a passionate countryman and escape to the riverside in Somerset to fish whenever I can. Another love of mine is music — building and listening to my vinyl collection, whether it is B.B. King, The Rolling Stones, James Brown or Nina Simone.

I get a huge sense of relaxation from these artists, especially when cooking with a cold beer.

What's next for you?

Bringing RedBook's concept and business to the international stage, while ensuring that the team takes pride in unlocking the company's vision and that the dedication and hard work of everyone involved continues to be recognised.