The Immortal Life of Agencies

Twitter: twitter.com/robonn

MORE ABOUT CO:DEFINERY:

Website: codefinery.com

Book: Market of One

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Dovetail IT's Co-Founder: From back office to boardroom – Greg Caplan

Tue, 07 Apr 2026 04:00:00 +0100

Today’s guest is Greg Caplan, Co-Founder of Dovetail, the IT managed service provider trusted by leading agencies including Uncommon, Quiet Storm and Isobel.

Greg brings a rare perspective on how technology is quietly reshaping the agency business model from the inside out. With a background in post-production and years spent supporting creative companies, he explains why IT is no longer a back-office function but a strategic driver of growth, resilience and client trust.

The conversation explores how agencies are navigating an increasingly complex landscape of cyber security, compliance requirements and distributed freelance teams. Greg also unpacks the rising importance of technology in new-business, where issues such as data governance and information security are now central to winning major pitches.

AI inevitably also features. Greg shares a pragmatic view of how agencies should approach it, from identifying ‘shadow AI’ inside organisations to building leadership-level understanding of the tools reshaping client relationships.

HIGHLIGHTS:

[04:29] The technology behind agencies

[06:19] AI strategy

[09:10] Automation powering freelancers

[12:28] Smart cyber strategy planning

[15:47] Confidentiality, integrity and accessibility

[20:04] Rooting out ‘shadow AI’

[25:01] Readiness for leaders

[27:19] The rise of specialised AI

[29:35] Liberating creativity

MORE ABOUT GREG:

LinkedIn: linkedin.com/in/greg-caplan

Website: Dovetail.london

HOST SOCIALS:

Twitter: twitter.com/robonn

MORE ABOUT CO:DEFINERY:

Website: codefinery.com

Book: Market of One

Mentioned in this episode:

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the7stars' Owner: Being a media indie in 2026 – Jenny Biggam

Tue, 31 Mar 2026 04:00:00 +0100

Today’s guest is Jenny Biggam, Owner of the7stars – and one of the most respected voices in independent media. With 20 years at the helm of the UK’s largest independent media agency, she offers a clear and compelling view of what it really means to stay independent in a market obsessed with scale.

She explains how only a purely fee-based model creates true neutrality, why transparency isn’t a slogan but a structural choice, and how partnership sits at the heart of everything the agency does. From working collaboratively with platforms and consultancies, to building creative capability inside a media agency, Jenny shares how the7stars has evolved while staying true to its beliefs.

The conversation also explores AI, career acceleration, client in-housing and the risks of agencies describing themselves as ‘platforms’. It’s an optimistic, grounded look at where media agencies are heading and why talent, culture and commercial clarity still matter most.

HIGHLIGHTS:

[03:33] What partnership really means

[08:03] The reality of proprietary media

[10:32] Platforms as partners

[14:00] Pitching against the giants

[19:22] Feedback over flip flopping

[25:16] A melting pot of skills

[27:20] AI in creative development

[29:51] The inverted pyramid shift

[33:45] Agencies as platforms explained

[36:45] Clients in-housing

[39:15] Talent drives renewal

MORE ABOUT JENNY:

LinkedIn: linkedin.com/in/jenny-biggam

Website: the7stars.co.uk

HOST SOCIALS:

Twitter: twitter.com/robonn

MORE ABOUT CO:DEFINERY:

Website: codefinery.com

Book: Market of One

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Simbioniq's Co-Founder: Thriving in the AI industrial revolution – Justin Billingsley

Tue, 24 Mar 2026 04:00:00 +0100

Today’s guest is Justin Billingsley, Co-Founder of Symbioniq and former CMO of Publicis Groupe. With his prior client-side career with the likes of Unilever, Coca-Cola and Nokia, Justin brings a rare – and often forthright – perspective on our industry.

He reflects on Publicis’ transformation and the criticism their ‘Power of One’ strategy received at the time, despite it now arguably inspiring their HoldCo. competitors. Justin describes navigating that change and why many of the decisions made back then are now proving decisive.

We also explore the growing divide between specialist agencies and one-stop shops. Justin explains why the real threat to agencies isn’t their competitors, but platforms, consultancies and clients increasingly building their own capabilities.

And of course, AI informs the whole conversation – not least how this new industrial revolution is disrupting certain areas of marketing over others, including market research, where Justin’s AI venture, Simbioniq, is rewriting the playbook.

HIGHLIGHTS:

[02:56] Lessons from Publicis

[07:58] Mystery creates margin

[11:38] End to end partners

[14:41] The observability problem

[18:43] Balancing specialisation

[21:16] Ideology as positioning

[25:26] The art of choosing

[26:08] AI and the iron triangle

[31:25] Doctor heal thyself

[39:15] Simulating people not data

MORE ABOUT JUSTIN:

LinkedIn: linkedin.com/in/justinbillingsley

Website: simbioniq.com

HOST SOCIALS:

Twitter: twitter.com/robonn

MORE ABOUT CO:DEFINERY:

Website: codefinery.com

Book: Market of One

Mentioned in this episode:

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MSQ's Executive Director: Growth in the ‘Goldilocks’ zone – Ben Rudman

Tue, 10 Mar 2026 06:30:00 +0100

Today’s guest is Ben Rudman, Executive Director at MSQ, one of the fastest growing, private equity backed marketing services groups, positioning itself between the traditional holding companies and independent agencies.

Ben shares why the agency model is at a pivotal moment, as AI accelerates the shift from selling time to selling outcomes, products and packaged services. He explains how MSQ has scaled to nearly 2,000 people while maintaining their entrepreneurial agility, and why client-centricity must be behavioural, not rhetorical.

The conversation explores the so-called Goldilocks zone between scale and flexibility, the realities of working with procurement, and why agencies must align commercial models to client goals from the outset, rather than retrofit them later.

With refreshing honesty, Ben reflects on what hasn’t yet been cracked, the talent challenges AI presents, and why creativity and ideas remain the industry’s enduring advantage.

HIGHLIGHTS:

[02:25] Scaling MSQ

[05:11] Revenue beyond headcount

[10:07] Uncertainty driving change

[13:33] Aligning to outcomes

[18:04] Commercial momentum model

[22:50] Client centricity by design

[25:51] Creating a Market of One

[31:33] Building the AI backbone

[33:57] Behaviour shapes culture

[39:00] Charging for ideas

MORE ABOUT BEN:

LinkedIn: linkedin.com/in/benrudman

Website: msqpartners.com

HOST SOCIALS:

Twitter: twitter.com/robonn

MORE ABOUT CO:DEFINERY:

Website: codefinery.com

Book: Market of One

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M+C Saatchi Group's Global CEO: When a client CMO leads an agency – Zaid Al-Qassab

Tue, 03 Mar 2026 04:00:00 +0100

Today’s guest is Zaid Al-Qassab, Global CEO of M+C Saatchi Group. Fascinatingly, having been client-side CMO with the likes of P&G, BT and Channel 4, this is his first agency role. So his rare perspective is gold dust.

Zaid explains why agencies must stop talking to themselves and start truly understanding the complexity faced by modern CMOs – not least how the old brief-led model is being replaced by the need for orchestration.

He shares how M+C Saatchi has repositioned itself around ‘Cultural Power’ and why that can – and should – be measurable. The conversation also explores AI, productisation and why agency leaders must make a stronger case for embracing a changing market.

HIGHLIGHTS:

[03:00] Agency navel gazing

[06:28] Treating agencies as partners

[07:47] Searching for a new model

[11:14] Flexible orchestration

[14:08] A former CMO’s advantage

[17:32] The Goldilocks zone

[22:22] Cultural Power as a proposition

[30:35] AI as a democratizer

[36:01] AI and the future of work

[38:06] Three things that matter

MORE ABOUT ZAID:

LinkedIn: linkedin.com/in/zaid-al-qassab

HOST SOCIALS:

Twitter: twitter.com/robonn

MORE ABOUT CO:DEFINERY:

Website: codefinery.com

Book: Market of One

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Code and Theory's CCO: Raising the bar for customer experience – Craig Elimeliah

Tue, 24 Feb 2026 04:00:00 +0100

Today's guest is Craig Elimeliah, Chief Creative Officer at Code and Theory, sharing his passion for why technology and creativity must go hand in hand.

In his view, clients have been carrying the burden of fragmentation for far too long. That’s why his role blends engineering, strategy and craft to help clients navigate modern complexity.

The discussion also explores Stagwell’s orchestration platform, The Machine, and how it’s reshaping integration across the marketing lifecycle. And perhaps most provocatively, Craig challenges our industry’s obsession with scale. If bigger isn’t always better, then agility and systems thinking matter far more.

HIGHLIGHTS:

[02:29] Inseparable disciplines

[04:28] Thinking like architects

[07:35] Creativity as change

[17:25] AI as creative accelerator

[22:59] Platformisation of holdcos

[26:14] Evolving business models

[30:13] Agentic operating systems

[36:05] Knowing what to automate

[42:31] Mediocrity scales exponentially

MORE ABOUT CRAIG:

LinkedIn: linkedin.com/in/craigelimeliah

Website: codeandtheory.com

HOST SOCIALS:

Twitter: twitter.com/robonn

MORE ABOUT CO:DEFINERY:

Website: codefinery.com

Book: Market of One

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Rethink’s Global Chief Strategy Officer: Showing up with a point of view – Sean McDonald

Tue, 17 Feb 2026 04:00:00 +0100

Today’s episode features Sean McDonald, Global CSO and Partner at Rethink, exploring the power of belief.

Sean’s built a reputation for candour, competitive ambition and an unwavering belief in setting the standard. But he hasn’t always led that way. He reflects on how letting go of the need to ‘win’ every meeting transformed his leadership and why discovering the answer matters more than having it.

Following his journey from politics and public affairs into advertising, Sean unpacks the myth of the ‘all-knowing’ strategist, explains why strong opinions must be loosely held and shares how envy can raise standards.

The conversation also looks ahead, exploring growth, independence and why agencies must commit to what they optimise for.

HIGHLIGHTS

[02:10] Bluntness with manners

[06:22] Discovering over knowing

[12:08] Cult of the hero

[15:38] Competition and respect

[20:32] Setting global standard

[24:51] Have an opinion

[29:00] The goal isn't growth

[31:18] Making bets

[33:21] Growth versus ‘good’

[38:00] Embracing the future

MORE ABOUT SEAN:

LinkedIn: linkedin.com/in/seanamcdonald

HOST SOCIALS:

Twitter: twitter.com/robonn

MORE ABOUT CO:DEFINERY:

Website: codefinery.com

Book: Market of One

Mentioned in this episode:

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Toptal’s Practice Director, Advertising & Brand Marketing: Redefining on-demand talent – Christine Olivas

Tue, 10 Feb 2026 04:00:00 +0100

Today’s guest is Christine Olivas – Practice Director, Advertising & Brand Marketing at Toptal, the world's largest, fully remote workforce.

Christine describes how on-demand talent has evolved from a stop-gap to a strategic growth lever for modern agencies, enabling them to build flexible teams that respond faster, protect margins and deliver stronger work.

Drawing on her experience scaling on-demand teams globally, she unpacks how moving beyond rigid resourcing helps agencies handle new-business surges, access specialist expertise and reduce pressure on core teams.

With an optimistic view of the future, Christine reflects on evolving workforce values, new career paths, and building agencies that are more human, resilient and fit for what comes next.

HIGHLIGHTS:

[02:33] A shifting workforce

[05:03] Dynamic demand for talent

[09:12] Moving beyond the stopgap

[13:10] CMOs want chemistry

[15:58] Support without spotlight

[20:03] New business influx

[24:29] Flexible pricing

[29:01] Freelance is evolving

[32:51] Portfolios open doors

[36:54] Great ideas come anywhere

MORE ABOUT CHRISTINE:

LinkedIn: linkedin.com/in/colivas

Forbes CMO research

HOST SOCIALS:

Twitter: twitter.com/robonn

MORE ABOUT CO:DEFINERY:

Website: codefinery.com

Book: Market of One

Mentioned in this episode:

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Acadia's CEO & Co-Founder: How principles are good for business – Jared Belsky

Tue, 03 Feb 2026 04:00:00 +0100

Today’s guest is Jared Belsky, Co-Founder and CEO of Acadia – the hugely successful digital marketing and analytics agency. This is a masterclass in optimism, principled leadership and long-term thinking.

Jared shares why bravery and belief sit at the heart of great leadership, from taking outspoken ethical stances, to building an agency designed to nurture future CEOs.

We explore how Acadia has deliberately moved away from the boom-and-bust model that afflicts so many agencies, instead embracing more sustainable economics and intelligent specialization that doesn’t rely on a single vertical sector.

Jared also offers a refreshingly positive view of the next generation, arguing they’re the most empowered yet, particularly when genuinely supported with thoughtful use of AI and automation.

HIGHLIGHTS:

[02:09] Where Acadia came from

[04:41] Integrity in media buying

[08:51] Stay profitable while doing good

[11:50] Agencies as teaching platforms

[17:29] Embracing economic diversity

[21:12] The mid-market thesis

[23:01] Saying "No" to P&G

[27:37] Living the values

[30:31] Empowering the team with technology

[33:23] Three trends reshaping media

MORE ABOUT JARED:

LinkedIn: linkedin.com/in/jaredbelsky

HOST SOCIALS:

Twitter: twitter.com/robonn

MORE ABOUT CO:DEFINERY:

Website: codefinery.com

Book: Market of One

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Dentsu North America’s CEO: Why Dentsu believes in agency brands – Beth Ann Kaminkow

Tue, 27 Jan 2026 04:00:00 +0100

Beth Ann Kaminkow is CEO of Dentsu North America. She brings a rare candour about why so many agency groups struggle to articulate their strengths, and why Dentsu is choosing to double down on strong, clearly positioned brands rather than chasing endless consolidation.

She shares her perspective on where independents are winning, why speed and specialisation matter more than ever, and how global networks leverage their scale advantage.

Thoughtful, optimistic and grounded in real leadership experience, Beth Ann also cuts through the hype on AI, from its impact on creativity and craft, to increasing appetite from clients for new pricing models.

HIGHLIGHTS:

[03:06] How technology amplifies longevity

[03:56] Restoring growth

[08:18] The ‘One Dentsu’ model

[12:24] Client-led media strategy

[19:08] AI as media channel

[22:22] Pricing unique IP

[24:06] The needs that indies meet

[28:24] Staying focused amidst gossip

[31:55] How cynicism hurts the industry

[35:44] The next wave of creativity

MORE ABOUT BETH:

LinkedIn: linkedin.com/in/beth-ann-kaminkow

Mentioned in the episode:

Robin’s book – Market of One: amazon.com/Market-One-rewrite-competitive-advantage

HOST SOCIALS:

Twitter: twitter.com/robonn

MORE ABOUT CO:DEFINERY:

Website: codefinery.com

Book: Market of One

Mentioned in this episode:

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Bodacious' Founder: A life more curious – Zoe Scaman

Tue, 20 Jan 2026 04:00:00 +0100

Today’s guest is Zoe Scaman, founder of Bodacious – and one of our industry's most original and outspoken thinkers. She’s built her career by following her curiosity, from her early days at Naked Communications to optimising her own business around freedom and variety.

Zoe shares her take on why the traditional agency model has reached breaking point, how creativity is being squeezed by efficiency, and what a new era of talent could look like. She also speaks about building her personal brand, using writing as a thinking tool, and the importance of openness, vulnerability and speaking out.

If you’re questioning what’s next for agencies – or yourself – Zoe offers both a reality check and a dose of inspiration.

HIGHLIGHTS:

[02:03] Freedom to be 'Bodacious'

[04:24] The magic of misfits

[08:35] Death by a thousand cuts

[13:11] Data versus creativity

[15:07] Freedom versus growth

[21:44] The grey soup crisis

[25:30] Breaking silence with courage

[27:56] Thinking out loud in public

[33:59] Learning through disagreement

[37:54] Branding by machines

MORE ABOUT ZOE:

LinkedIn: linkedin.com/in/zoescaman

Website: bodacious.be

HOST SOCIALS:

Twitter: twitter.com/robonn

MORE ABOUT CO:DEFINERY:

Website: codefinery.com

Book: Market of One

Mentioned in this episode:

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SILVERSIDE AI's Co-Founders: Inside Coke’s AI-powered Christmas campaign – PJ Pereira and Andrew O'Dell

Tue, 13 Jan 2026 04:00:00 +0100

Today’s guests are PJ Pereira and Andrew O’Dell, co-founders of renowned creative agency Pereira O’Dell as well as their AI venture SILVERSIDE– fresh from delivering Coca-Cola’s fully AI-generated 2026 Holidays Are Coming campaign.

Alongside the controversy and lessons learned, PJ and Andrew explain why SILVERSIDE was spun-out as a separate business, how speed and experimentation are reshaping creative processes, and why culture is everything when navigating change.

They also explore how AI is accelerating pressure on traditional agency business models – from production workflows to how value is priced and rewarded. This is an honest, optimistic conversation about fear, reinvention and leadership in a moment of rapid transformation.

HIGHLIGHTS:

[02:13] Reinventing an icon

[07:57] From creative indie to AI Lab

[15:48] Resilience in the echo chamber

[17:18] Finding the hand raisers

[23:45] Rethinking creative value

[26:00] Exposing broken models

[30:31] Learning by doing

[33:14] People-first mentality

[36:01] The gap between indies and network agencies

MORE ABOUT PJ PEREIRA AND ANDREW O'DELL:

LinkedIn (PJ): linkedin.com/in/pjpereira

LinkedIn (Andrew): linkedin.com/in/andrew-o-dell

SILVERSIDE AI: Silverside.ai

HOST SOCIALS:

Twitter: twitter.com/robonn

MORE ABOUT CO:DEFINERY:

Website: codefinery.com

Book: Market of One

Agency Business' Co-Hosts: Going deep on decision-making – Olivia Morley & Brian Wieser

Tue, 23 Dec 2025 04:00:00 +0100

Today’s guests are Brian Wieser and Olivia Morley – not only the co-hosts of the fantastic ‘Agency Business’ podcast, but Brian is also a seasoned analyst across advertising, tech and finance, and Olivia is an editorial and communications specialist, formerly of Adweek and Forrester.

Together, they bring an unusually rigorous focus to the choices agency leaders make. We explore why the sector is not, despite the prevailing narrative, in crisis – and why metrics such as capital efficiency and long-term value creation are often overlooked.

Olivia offers a critical perspective on organisational structure, culture, and operational reality, while Brian unpacks how agencies should think about investment, scale and survival.

We also dig into whether independents are truly ‘having a moment, the divergence between media and creative businesses, and why holding companies are describing themselves as platforms.

HIGHLIGHTS:

[01:58] Inside agency journalism

[03:58] The business of agencies

[07:12] Curiosity behind decisions

[12:54] Investing wisely

[16:52] Facts over feelings

[21:22] Pseudo independence

[24:38] Media scale versus creativity

[26:53] Agencies as platforms

[31:04] Technology drives consolidation

[37:54] Specialisation as strategy

MORE ABOUT OLIVIA AND BRIAN:

LinkedIn (Olivia): linkedin.com/in/oliviamorley

Fusion Front Media: linkedin.com/company/fusionfront-media

LinkedIn (Brian): linkedin.com/in/brianwieser

Madison & Wall: madisonandwall.com

HOST SOCIALS:

Twitter: twitter.com/robonn

MORE ABOUT CO:DEFINERY:

Website: codefinery.com

Book: Market of One

Mentioned in this episode:

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MIRIMAR's CEO: Making it ‘worth it’ – Luke McKelvey

Tue, 16 Dec 2025 04:00:00 +0100

Today’s guest is Luke McKelvey, Co-Founder and CEO of MIRIMAR – the creative company helping brands achieve cultural significance in a world where traditional advertising isn’t enough. And as of last week, ADWEEK’s newly minted small agency of the year for 2025.

Luke reflects on MIRIMAR’s early challenges, from launching ‘too soon’ in 2019 to navigating the pandemic. He also shares how conviction, focus, and a clear filtering system helped them find their footing with the right clients.

The conversation breaks down MIRIMAR’s ‘foundation and fame’ model – aligning brand and business, with smart talent partnerships that create impact without relying solely on paid media.

Packed with sharp thinking, honest lessons, and a healthy dose of optimism, this is a masterclass in building an agency you truly believe in.

HIGHLIGHTS:

[02:02] Navigating early challenges

[06:58] Ambition over status quo

[09:26] The power of clarity

[15:51] Foundation and fame

[17:58] Positioning as an entertainment agency

[26:17] New era of partnerships

[29:18] Aligning intent and incentives

[35:12] Doubling down on insight

[38:47] Why north stars matter

[41:21] Making work worth it

MORE ABOUT LUKE:

LinkedIn: linkedin.com/in/luke-mckelvey

Website: mirimarus.com

HOST SOCIALS:

Twitter: twitter.com/robonn

MORE ABOUT CO:DEFINERY:

Website: codefinery.com

Book: Market of One

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Saatchi & Saatchi’s former Chief Strategy Officer: A rallying cry for brilliance – Richard Huntington

Tue, 09 Dec 2025 04:00:00 +0100

Today’s guest is Richard Huntington – former Chief Strategy Officer and Chairman of Saatchi & Saatchi. He brings a rare blend of honesty, affection and sharp-edged provocation to this conversation about the agency business.

Richard describes an industry that’s been commodified – caused by the “creative” agency label that stripped out the commerciality, as well as a pitching culture that trains agencies to give away their most valuable thinking for free.

But far from being downbeat, this is a rallying cry for the brilliance inside agencies, and a clear-eyed look at why talent deserves to be paid fairly for the value it creates. From productisation and pricing, to shifting C-suite perceptions, Richard shares his vision for a healthier, more sustainable industry built on confidence, credibility and genuine differentiation.

HIGHLIGHTS:

[02:20] Advertising’s not dead yet

[07:50] Commodified by clients

[09:02] Creative as an adjective

[17:15] Reclaiming agency swagger

[19:41] Collective industry reform

[21:56] Rewriting the rules of pitching

[24:58] The remuneration shift

[28:36] Power of proprietary thinking

[34:12] Golden era of startups

MORE ABOUT RICHARD:

LinkedIn: linkedin.com/in/richard-huntington-59a3761b9

HOST SOCIALS:

Twitter: twitter.com/robonn

MORE ABOUT CO:DEFINERY:

Website: codefinery.com

Book: Market of One

Mentioned in this episode:

Market of One

If you are a fan of this podcast, then you'll love my new book Market of One, how Your Agency can rewrite the Rules and create a lasting competitive advantage. Sharing my experience, repositioning close to 150 agencies over the last decade. Key Highlights: - Insights from repositioning 150+ agencies - Expert contributions from industry leaders Greg Hahn, Rory Sutherland, and Nils Leonard - Strategies for deeper differentiation and increased profitability Learn how to stand out, win more business, and command premium rates. Don't miss this opportunity! Visit marketofone.agency now and unlock your agency's potential.

Cornett's CEO: Why female ownership matters – Christy Hiler

Tue, 02 Dec 2025 04:00:00 +0100

Today’s guest is Christy Hiler, owner of Cornett – the Lexington-based creative agency – and one of our industry’s leading voices for women-owned agencies.

A huge advocate of empowering talent, Christy candidly shares her own unusual journey from being Cornett’s president to its owner, including the convictions that guided her forward – and the doubts that held her back.

She talks about the importance of the ‘beautiful but deadly’ venus flytrap in describing what makes Cornett different, as well as her commitment to constant evolution.

Christy also describes how the striking stat that only 1% of US agencies are women-owned sparked the creation of ‘Own It’ – a vibrant community, podcast and summit supporting women who run agencies.

This is an inspiring story and taking charge and making a real difference to the wider industry.

HIGHLIGHTS:

[05:27] The underdog spirit

[09:38] The venus flytrap idea

[13:15] Building long-term relationships

[17:33] Women leading differently

[21:33] The 'Own It' initiative

[28:07] How equity fuels creativity

[32:07] Unlocking potential

[37:13] Doing things differently

MORE ABOUT CHRISTY:

LinkedIn: linkedin.com/in/christyhiler

Website: teamcornett.com

OwnIt

HOST SOCIALS:

Twitter: twitter.com/robonn

MORE ABOUT CO:DEFINERY:

Website: codefinery.com

Book: Market of One

FCB's Global CEO: Excellence as usual – Tyler Turnbull

Tue, 25 Nov 2025 04:00:00 +0100

Today’s guest is Tyler Turnbull, Global CEO of Interpublic’s FCB – remarkably, the winner of Cannes Lions’ North American Network of the Year for seven years running.

Tyler shares the mindset that’s driven this sustained creative and commercial performance. He unpacks where resilience comes from, and how curiosity, experimentation and a willingness to challenge legacy thinking underpins FCB’s momentum.

Tyler also offers a refreshingly honest view of client relationships – including the crucial roles of empathy and deep commercial impact.

Regardless of whether you’re running a small team or a global network, this is a compelling recipe for ongoing success.

HIGHLIGHTS:

[02:15] The power of consistency

[07:27] Resilience through people

[10:10] Reinvention never stops

[14:31] Walking in your client's shoes

[22:28] Challenging old habits

[30:46] Why small steps matter

[31:40] Culture built on trying

[34:28] Being premium by choice

[42:16] Commercial experimentation

MORE ABOUT TYLER:

LinkedIn: linkedin.com/in/tylerturnbull

Website: fcb.com

HOST SOCIALS:

Twitter: twitter.com/robonn

MORE ABOUT CO:DEFINERY:

Website: codefinery.com

Book: Market of One

Mentioned in this episode:

Market of One

Yes&'s CEO: What’s in a name? – Zihla Salinas

Tue, 18 Nov 2025 04:00:00 +0100

Today’s guest is Zihla Salinas, CEO of a 40-year-old indie that rebranded as ‘Yes&’. She shares the story behind the name, including how the improv-inspired mindset of ‘accept and build’ has become a blueprint for the business.

This philosophy shapes everything from their M&A strategy and client partnerships, to leadership development and creative delivery. You’ll hear why figure-it-out-ability, curiosity and positivity are Yes&’s measurable values, not just words on a wall.

Zihla also unpacks how Yes& cracked the code for working with complex clients, and how great account service – not just great ideas – is often what makes the difference.

HIGHLIGHTS:

[02:25] The power of positivity

[07:00] The story behind Yes&

[11:04] What makes Yes& different

[16:10] Figure-Out-Ability

[19:30] Communication as a superpower

[21:33] Redefining client service

[23:12] Spotting positive mindsets

[28:42] Cultural alignment in clients

[34:46] Learning from success

[36:47] Smart cross-selling

[40:21] Building strong partnerships

MORE ABOUT ZIHLA:

LinkedIn: linkedin.com/in/zihla

Website: yesandagency.com

HOST SOCIALS:

Twitter: twitter.com/robonn

MORE ABOUT CO:DEFINERY:

Website: codefinery.com

Book: Market of One

Mentioned in this episode:

Market of One

UEG's Global CEO: Culture, entertainment and commerce – Jarrod Moses

Tue, 04 Nov 2025 04:00:00 +0100

Today’s guest is Jarrod Moses, Founder and Global CEO of United Entertainment Group (UEG) – part of Edelman.

Jarrod unpacks how brands, creators, sports stars and celebrities meet in the fast-evolving world of culture and entertainment marketing. He reveals how UEG structures partnerships that go beyond timesheets and deliverables to also reward performance and behaviours.

Jarrod also discusses the shifting power balance between creators, agencies and clients, the pitfalls of inauthentic partnerships, and the discipline it takes to stay entrepreneurial while leading a global agency network.

From UEG’s early work with Rihanna to long-term lessons in leadership, this conversation offers an inspiring look at the mechanics of one of the world’s pre-eminent marketing disciplines.

HIGHLIGHTS:

[02:01] The role of emotion

[04:35] Enhancing culture

[07:46] Taming the celebrity–brand beast

[09:35] Three truths of partnership

[12:34] Game plans for every client

[17:43] Believable spontaneity

[22:20] What kills authenticity

[27:57] Discovering Rihanna with Jay-Z

[33:51] UEG’s commercial formula

[35:58] Engaging the C-suite

MORE ABOUT JARROD:

LinkedIn: linkedin.com/in/jarrod-moses

Website: uegworldwide.com/

HOST SOCIALS:

Twitter: twitter.com/robonn

MORE ABOUT CO:DEFINERY:

Website: codefinery.com

Book: Market of One

Mentioned in this episode:

Market of One

Publicis Groupe's Global CSO: Unpacking the ‘Power of One’ – Loren Grossman

Tue, 28 Oct 2025 04:00:00 +0100

Today’s guest is Loren Grossman, Global Chief Strategy Officer of the ‘Solutions Group’ within Publicis Groupe – so he’s right at the centre of how the agency world is evolving.

Loren describes a ‘golden age’ of impact, explaining how Publicis has built a future-facing model that goes far beyond marketing communications. From bold acquisitions like Epsilon and Sapient, to their ‘Power of One’ approach that brings every capability together, he shares how the group has worked hard to make integration really work – and how that’s fuelled their relentless new-business success with the likes of Coke and Mars.

Packed with insights on leadership, culture and the real opportunities in AI and data, this conversation paints a truly optimistic picture of where agencies are headed and how to stay relevant in a rapidly changing market.

HIGHLIGHTS:

[02:31] Loren’s role

[07:44] Reinventing HoldCo.s

[09:26] How structure enables strategy

[13:19] Making bold acquisitions

[15:01] Integration made practical

[22:53] The ‘Power of One’ in action

[28:10] Partnership as a differentiator

[33:05] Avoiding the AI trap

[35:22] Building on CRM’s legacy

[39:18] The golden era of impact

MORE ABOUT LOREN:

LinkedIn: linkedin.com/in/loren-grossman

Website: publicisgroupe.com/fr

HOST SOCIALS:

Twitter: twitter.com/robonn

MORE ABOUT CO:DEFINERY:

Book: Market of One

Party Land's Co-Founder: Comedy’s greatest ad agency – Haley Hunter

Tue, 21 Oct 2025 04:00:00 +0100

Today’s guest – for our 50th episode! – is Haley Hunter, Co-Founder of Party Land – proudly known as comedy’s greatest ad agency. In this lively conversation, Haley unpacks how humour has become a strategic superpower, not just a punchline.

She shares how Party Land went from convincing clients that comedy belonged in advertising to being the go-to agency for those wanting to master it – not least Liquid Death. Haley also dives into the neuroscience behind laughter, explaining how it primes audiences for connection and recall.

Beyond the creative side, she reveals how empathy, autonomy and trust fuel Party Land’s remote office set-up – and why comedy is as much about mindset as it is about craft.

It’s an inspiring lesson in leading with conviction, creating a new category and finding joy in the serious business of marketing.

HIGHLIGHTS:

[01:57] Funny as a superpower

[04:05] Making the case for comedy

[11:08] Owning creative outcomes

[13:17] The art of pushing just enough

[16:23] Authenticity at work

[17:46] Freedom and liberation

[25:11] Finding the right people

[29:51] Behind the laughter

[33:29] The biggest risk in advertising

[38:23] Leading with joy and conviction

MORE ABOUT HALEY:

LinkedIn: linkedin.com/in/hihaleyhunter

Website: partyland.co

HOST SOCIALS:

Twitter: twitter.com/robonn

MORE ABOUT CO:DEFINERY:

Book: Market of One

Mentioned in this episode:

Market of One

JOAN's co-founders: Building modern legends – Jaime Robinson & Lisa Clunie

Tue, 14 Oct 2025 04:00:00 +0100

In a first for the show, today we have not one but two guests – Jaime Robinson and Lisa Clunie, co-founders of the creative agency JOAN, born in NYC and now smashing it in London and Berlin too.

Jaime and Lisa reveal how they’re blending the rigour of classic brand building with the pace and energy of modern culture. They share why they believe now is a golden age of creativity, how disruption is reshaping the talent model and what it means to modernise brands.

You’ll hear their take on what makes a great client–agency fit, why conviction matters more than buzzwords, and how AI and reverse mentorship could define the next generation of creative leaders. It’s an authentic, optimistic conversation that captures the spirit of JOAN: bold, human and unapologetically modern.

HIGHLIGHTS:

[02:04] Joan's legendary beginnings

[06:56] Building timeless brands

[09:27] Firing clients that don’t fit

[13:59] Audience-first creativity in action

[16:17] Into a golden age

[19:21] An alchemy of strengths

[24:33] Wisdom meets the machine

[26:03] The power of shared mentorship

[30:36] Pitches as creative playgrounds

[34:18] A new industrial revolution

MORE ABOUT JAIME & LISA:

LinkedIn: linkedin.com/in/hellojaimerobinson

LinkedIn: linkedin.com/in/lisaclunie

Website: joancreative.com

HOST SOCIALS:

Twitter: twitter.com/robonn

MORE ABOUT CO:DEFINERY:

Book: Market of One

Mentioned in this episode:

Market of One

ITG’s CEO: The AI-enabled creative renaissance – Andrew Swinand

Tue, 07 Oct 2025 04:00:00 +0100

Today’s guest is Andrew Swinand, CEO of Inspired Thinking Group, a PE-backed and AI-enabled content business that is scaling faster than most in our industry. With two decades at Publicis, including running Leo Burnett and leading creative in the US, Andrew brings a rare dual perspective on both the creative and operational sides of the business.

He shares why the HoldCo.s are trapped in the classic Innovator’s Dilemma and how AI is reshaping the economics of content production. But far from AI replacing creativity, Andrew explains why operational AI is actually paving the way for a new creative renaissance.

From automating tens of thousands of assets, to rethinking how talent and technology combine, Andrew cuts through the noise to offer a clear view of the pressures and possibilities facing agencies today.

HIGHLIGHTS

[01:54] Taking the entrepreneurial path

[04:32] Why AI won’t replace creativity

[07:53] Blockers to agency innovation

[13:37] Delivering scale and speed

[17:53] Fear, uncertainty and hype

[23:46] Generative AI's real limits

[25:18] A new creative renaissance

[30:48] Leading with honesty

[32:37] Embracing humanity

MORE ABOUT ANDREW:

LinkedIn: linkedin.com/in/andrewswinand

Website: inspiredthinking.group

HOST SOCIALS:

Twitter: twitter.com/robonn

MORE ABOUT CO:DEFINERY:

Book: Market of One

Worldwide Partners' President & CEO: A balanced take on indies vs HoldCo.s – John Harris

Tue, 30 Sep 2025 04:00:00 +0100

Today’s guest is John Harris, President & CEO of Worldwide Partners Inc. With nearly a decade leading the world’s most collaborative network of independent agencies – and a prior career inside holding companies – he brings a rare balance to one of the industry’s most polarised debates.

John explains indies’ undoubted ‘moment’, but also recognises the unique strengths of the holding company model. From global media buying muscle to the power of local market fluency, John unpacks where each approach adds value to clients.

Along the way, he shares how CMOs are regaining influence in the boardroom, why collaboration can’t be mandated and how AI is reshaping agency models. Optimistic, practical and refreshingly honest, John offers genuine insight for agencies of all sizes.

HIGHLIGHTS:

[02:17] Why ‘indies vs. HoldCo.s’ isn’t helpful

[06:29] The impact of local knowledge

[10:46] Combining access, flexibility and partnership

[17:31] Proof points over promises

[19:27] From a moment to a movement

[22:32] Collaboration over scale

[27:47] Don't mess with culture

[30:00] Disrupting production and pricing

[33:49] Rise of the CMO

[36:30] What clients rarely admit

MORE ABOUT JOHN:

LinkedIn: linkedin.com/in/netharris

Website: worldwidepartners.com

HOST SOCIALS:

Twitter: twitter.com/robonn

MORE ABOUT CO:DEFINERY:

Book: Market of One

BBH’s CEO: Bringing contagious positivity - Karen Martin

Tue, 23 Sep 2025 04:00:00 +0100

Today’s guest is the incomparable Karen Martin, CEO of BBH London and Dublin, and President of the IPA. Known for her infectious optimism, Karen brings a fresh perspective to how agencies can thrive in uncertain times.

For her, positivity is more than just a nice-to-have – it’s a business imperative that lifts entire industries. Karen also argues that the sector is in better shape than many fear, and urges agency leaders to celebrate each other’s success more often.

Karen also dives into the importance of attracting diverse new talent, why AI should be embraced rather than feared, and how BBH’s famous ‘Barn’ programme is helping the next generation of creatives cut their teeth.

Along the way, she explains why she believes creativity will always be the industry’s most powerful commercial tool, and how BBH has maintained its stellar reputation for so long.

HIGHLIGHTS

[02:10] How energy fuels creativity

[06:36] Fresh talent finds a way

[10:22] Diversity unearths sharper insights

[13:09] People vs AI

[14:55] Earning a premium for critical thinking

[17:56] Driving business impact

[25:01] Partnerships formed through crisis

[31:24] Creating timeless platforms

[35:55] The value of competition

[39:49] Breaking the rules

MORE ABOUT KAREN:

LinkedIn: linkedin.com/in/karen-martin

Website: bartleboglehegarty.com

BBH Barn: bartleboglehegarty.com/barn2025

HOST SOCIALS:

Twitter: twitter.com/robonn

MORE ABOUT CO:DEFINERY:

Book: Market of One

AnalogFolk Group's Global CEO: Evolving the business of creativity – Guy Wieynk

Tue, 16 Sep 2025 04:00:00 +0100

Today’s guest is Guy Wieynk, Global CEO of AnalogFolk Group. This conversation is a masterclass in the business of creativity. With 17 years at AKQA, followed by a European CEO at Publicis, Guy knows how to blend scale with agility.

He unpacks the shift from big ideas to ‘open ideas’, and why connecting brands to culture isn’t optional but essential. From productising services to evolving pricing models, Guy shows how agencies can deliver speed and value at scale – without sacrificing creativity.

He also shares how he balances his role as Group CEO with the vision of AnalogFolk’s founders, who still play an active role in the business.

If you’re curious about taking your clients on a journey towards new ways of working, this episode is full of real world insights.

HIGHLIGHTS:

[03:04] Inside AnalogFolk’s strategy

[04:34] Lessons from AKQA and Publicis

[09:15] From hamster wheel to blank canvas

[14:19] The explosion of personalised content

[19:54] Defining a brand’s place in culture

[21:12] From campaigns to ecosystems

[26:43] Balancing hours, sprints and licensing models

[27:51] Taking conservative clients on a journey

[28:23] Model clients actually want

[35:45] How agility defines the future

MORE ABOUT GUY:

LinkedIn: linkedin.com/in/guywieynk

Website: analogfolk.com

HOST SOCIALS:

Twitter: twitter.com/robonn

MORE ABOUT CO:DEFINERY:

Book: Market of One

Dept's CEO: Scaling culture at pace – Dimi Albers

Tue, 09 Sep 2025 04:00:00 +0100

Today’s guest is Dimi Albers, CEO of Dept – one of the new breed of fast-growth PE-backed agency groups. And if you think rapid scaling comes at the cost of culture, this conversation will prove you wrong.

Dimi shares how Dept has grown from 120 people in the Netherlands to more than 4,000 across 20+ countries – all while maintaining a unique ownership model with nearly 200 equity partners. He explains why having skin in the game creates deeper client relationships and a stronger sense of entrepreneurship across the business.

We explore the realities of working with private equity, from ideal investor relationships, to why due diligence matters goes well beyond spreadsheets. Dimi also reflects on talent – what younger generations really want, how to create belonging in a hybrid world, and why 20% churn is actually healthy.

Finally, he offers supreme optimism on AI – far from a job-killer, it’s the next big growth driver for agencies bold enough to embrace it.

HIGHLIGHTS:

[06:21] Dept’s unusual ownership model

[08:16] Retention as a cultural strength

[10:16] Shifting generational expectations

[18:05] Nuance in DEI

[25:04] Doing due diligence on your investors

[30:32] The realities of competing for clients

[34:11] Battling in crowded markets

[40:44] AI as an engine of prosperity

MORE ABOUT DIMI:

LinkedIn: linkedin.com/in/dimialbers

Website: deptagency.com

HOST SOCIALS:

Twitter: twitter.com/robonn

MORE ABOUT CO:DEFINERY:

Book: Market of One

FIG’s Founder: Retaining the soul of creativity – Mark Figliulo

Tue, 02 Sep 2025 04:00:00 +0100

Today’s guest is Mark Figliulo, Founder and Creative Chairman at FIG – and if you’re worried about AI’s impact on creativity, then you’ll enjoy his proactive optimism.

From working with legends like Lee Clow to launching one of New York’s most respected indies, Mark’s on a mission to keep creativity relevant – not least by cutting through our industry's obsession with this brand versus performance.

He explains how his team built StoryData – an AI-powered tool that measures and maps the emotional and visual DNA of campaigns. It proves their work is distinctive, emotional and on-brand, as well as reuniting creative and media, protecting the craft and making sure the brand story stays consistent from start to finish.

At a time of huge disruption, Mark offers a refreshing and practical take on making technology work for creativity – not against it.

HIGHLIGHTS

[02:14] Being a reluctant optimist

[04:05] How brands thrive in digital

[09:12] Being storytellers for the information age

[13:21] Data vs creatives

[18:09] Automating creative analysis

[26:39] How silos weaken brands

[30:35] Data as creative stimulus

[35:28] The future of AI and creativity

MORE ABOUT MARK:

LinkedIn: linkedin.com/in/mark-figliulo

Website: figagency.com

HOST SOCIALS:

Twitter: twitter.com/robonn

MORE ABOUT CO:DEFINERY:

Quiet Storm's CEO: The power of ownership – Rania Robinson

Tue, 19 Aug 2025 04:00:00 +0100

Today's guest is an atypical champion of agency independence – Rania Robinson, CEO of Quiet Storm.

Rania takes us behind the scenes of Quiet Storm’s 30-year journey – from selling to a larger group, buying the agency back through a Management Buyout, and then transitioning to an Employee Owned Trust.

She shares what those decisions meant for their culture, clients and commercial performance, and why intentional ownership has been their secret to staying resilient.

Rania also unpacks the common traps that can derail agencies – from complacency when things are going well, to losing control of your destiny in the wrong ownership model. And she offers practical advice for protecting your values, building succession and maintaining momentum through change.

HIGHLIGHTS:

[01:54] Quiet Storm's unusual model

[05:34] Hard truths from selling up

[07:56] Structuring deals to stay in control

[10:00] When hopes don’t meet reality

[12:08] Returning to self-ownership

[15:36] Building momentum again

[21:19] Culture shift when agencies scale

[28:45] Effective succession planning

MORE ABOUT RANIA:

LinkedIn: linkedin.com/in/rania-robinson

Website: quietstorm.co.uk

HOST SOCIALS:

Twitter: twitter.com/robonn

MORE ABOUT CO:DEFINERY:

Croud's CEO: Pioneering a new agency model – Luke Smith

Tue, 12 Aug 2025 04:00:00 +0100

Today's guest is Luke Smith, the founder and global CEO of Croud – the digital media agency with a pioneering crowdsourcing model.

Luke shares how he left Google in 2011 with the intention of just undercutting the market. But now Croud operates in 120 markets, with 600 people and nearly 3,000 freelance ‘Croudies’, having scaled with private equity investment.

He unpacks why investing in technology early on has been critical, why they chose to acquire Born Social to expand their capabilities, and whether the house-of-brands vs branded house model is right for them.

Luke also describes how Croud has kept its entrepreneurial spirit alive, carefully bringing in the right leaders at the right time. As he puts it, staying nimble is the only way to keep delivering more value for clients without losing your soul.

HIGHLIGHTS:

[03:00] Limitations of traditional agency models

[04:27] Tapping into the crowd

[05:54] Evolving Croud’s business

[08:56] Differentiation through technology

[10:45] Maintaining conviction to invest

[15:28] Avoiding the corporate nonsense

[18:24] The impact of fresh leadership

[19:49] Bridging creative and media

[25:23] Opportunity in disruption

MORE ABOUT LUKE:

LinkedIn: linkedin.com/in/lukesmithcroud

Website: croud.com/en-gb

HOST SOCIALS:

Twitter: twitter.com/robonn

MORE ABOUT CO:DEFINERY:

IPG Mediabrands' CEO, UK and EMEA: The alchemy of modern media agencies – Richard Morris

Tue, 05 Aug 2025 04:00:00 +0100

Today’s guest is Richard Morris, CEO for UK & EMEA at IPG Mediabrands. He’s seen the industry evolve from the high-reach, low-cost media buys of the 90s to today’s data-led, tech-powered landscape.

But as he explains, the real competitive advantage for your agency isn’t just about speed or efficiency – it’s about blending technology with the human creativity that clients can’t get anywhere else.

Richard shares why liberating creativity across every part of your business – from data and strategy, to operations and talent – is critical if you want to deliver unique value. You’ll also hear how to protect that ‘alchemy’ as clients push for lower costs and faster delivery.

From making smarter use of AI without becoming commoditised, to building cultures that attract and keep brilliant talent, Richard’s perspective will help you future-proof your agency and deepen your client relationships.

HIGHLIGHTS:

[02:37] The shifting value of media

[05:16] Principles that remain essential

[08:23] Protecting creativity in an AI-driven world

[15:47] How values drive creativity

[19:54] A new take on measurement

[21:38] The shifting role of ‘curation’

[25:25] How diversity fuels progress

[29:32] Leveling the playing field

[33:53] Where success comes from

MORE ABOUT RICHARD:

LinkedIn: linkedin.com/in/richard-morris

Website: ipgmediabrands.com

HOST SOCIALS:

Twitter: twitter.com/robonn

MORE ABOUT CO:DEFINERY:

AKQA's CEO, The Americas: Standing up for the next generation – Tesa Aragones

Tue, 29 Jul 2025 04:00:00 +0100

Today’s guest is Tesa Aragones, AKQA’s CEO for the Americas – one of few agency CEOs who have also succeeded at the highest level on the client-side.

With her background at Nike and Volkswagen, Tesa brings a uniquely empathetic view on what it takes to build stronger, more human relationships between agencies and clients – especially in today’s fast-moving, tech-fuelled landscape.

She shares why the best partnerships aren’t driven by selling or posturing, but by purposeful communication, curiosity, and the courage to say ‘I don’t know’. From using AI to solve real business problems, to creating inclusive teams where everyone feels seen and heard, Tesa shows how leadership and client service can be reimagined through empathy and intent.

She also reflects on how her personal story – as a woman, a person of colour and the daughter of immigrants – shapes her values and fuels her mission to represent, empower and inspire the next generation.

HIGHLIGHTS:

[02:11] Loving the work – on both sides

[03:58] How openness beats hard sell

[08:22] Where trust really starts

[13:56] Arriving at AKQA

[17:24] The right tech for the right brief

[20:20] Leading through lived experience

[25:26] Creativity thrives on courage

[29:02] Optimism lives in creative hands

MORE ABOUT TESA:

LinkedIn: linkedin.com/in/tesaaragones

Website: akqa.com

HOST SOCIALS:

Twitter: twitter.com/robonn

MORE ABOUT CO:DEFINERY:

Mentioned in this episode:

Market of One - How Your Agency Can Rewrite the Rules and Create a Lasting Competitive Advantage - A book by Robin Bonn

LinkedIn’s VP Global Head of Agency Development and Marketer Education: The hidden goldmine of B2B – Valerie Beauchamp

Tue, 22 Jul 2025 04:00:00 +0100

Today’s guest is Valerie Beauchamp, VP Global Head of Agency Development and Marketer Education at LinkedIn. And if you’ve ever written off B2B as a less exciting part of the industry, then this episode will change your mind.

Valerie spent two decades agency-side before heading to Amazon and now LinkedIn – so she knows the landscape better than most. She shares why B2B is full of creative, strategic and commercial gold – and why you don’t need to be a specialist agency to unlock it.

She breaks down the legacy myths that have held B2B back and offers a refreshing take on the needs of so-called ‘boring’ brands – from complex buyer psychology and high-stakes storytelling, to brand building for the 95% of people not yet ready to buy.

Valerie also offers practical advice on where you can start, which skills to leverage and how to reframe your B2C experience as a launchpad into B2B.

HIGHLIGHTS:

[03:20] Valerie’s full-circle journey

[07:35] Owning the label of ‘marketer’

[09:52] Why B2B gets misunderstood

[10:52] Applying psychology

[15:32] Finding your ‘why’ in B2B

[22:16] Hidden opportunity in B2B

[26:01] Reaching who’s *not* buying

[30:13] How agencies springboard into B2B

[34:00] The knowledge network

MORE ABOUT VALERIE:

LinkedIn: linkedin.com/in/valeriebeauchamp

HOST SOCIALS:

Twitter: twitter.com/robonn

MORE ABOUT CO:DEFINERY:

Mentioned in this episode:

Market of One - How Your Agency Can Rewrite the Rules and Create a Lasting Competitive Advantage - A book by Robin Bonn

Mojo Supermarket’s President: Reinventing your passion – Armando Turco

Tue, 15 Jul 2025 04:00:00 +0100

Today’s guest is Mojo Supermarket’s President, Armando Turco – talking about reinventing his passion for agency life.

After a standout career at BBH, a transformative spell at Vox Media, and a client-side role in the disruptive world of Oatly, Armando swore he’d never go back to agency life. But as you’ll hear, never say ‘never’.

He shares how working client-side changed his entire perspective on what agencies get wrong – and what they can get right. From embracing experimentation to staying close to the work, he explains why you don’t have to trade creativity for control.

He also unpacks the power of optimism and how leaders can ignite your passion, no matter how experienced you are.

HIGHLIGHTS:

[01:48] Leaving the agency world

[06:20] Imposter syndrome as a growth driver

[09:50] Finding freedom at Oatly

[15:45] The lure of optimism

[20:30] Staying close to the work

[23:56] A game-changer for pitching

[28:55] What creates credibility

[34:20] Embracing your client's business

[35:20] The impact of knowing your role

MORE ABOUT ARMANDO:

LinkedIn: linkedin.com/in/armandoturco

Instagram: instagram.com/mojosupermarket

HOST SOCIALS:

Twitter: twitter.com/robonn

MORE ABOUT CO:DEFINERY:

Mentioned in this episode:

Market of One - How Your Agency Can Rewrite the Rules and Create a Lasting Competitive Advantage - A book by Robin Bonn

Co:definery’s CEO: Building a Market of One – Robin Bonn

Mon, 07 Jul 2025 04:00:00 +0100

To celebrate the launch of Robin’s book, Market of One, this special episode features a Freaky Friday-style role reversal, with IPA Director of Effectiveness Laurence Green in the interviewer’s chair and Robin answering the questions.

Unpacking the exhausting ‘Big Grind’ that many leaders feel, Robin unpacks how agencies can break out of so-called ‘oversupply’ and build a more profitable and fulfilling model.

He and Laurence also explore how AI is dramatically accelerating the need for agencies to raise the bar on what ‘differentiation’ means. There’s also time for Robin to provide real-time feedback on Laurence’s own agencies, prior to his role with the IPA. No pressure.

HIGHLIGHTS:

[03:06] Why ‘Market of One’ and why now

[11:38] Why ‘oversupply’ is a lie

[21:26] Where lasting competitive advantage comes from

[24:59] Happy leader, happy agency

[31:36] What agencies get wrong about ‘specialization’

[39:24] From strapline superficiality to lasting change

[42:42] How differentiated was Laurence’s own agency?

MORE ABOUT LAURENCE:

LinkedIn: linkedin.com/in/laurence-green

Website: ipa.co.uk

MENTIONED IN THIS EPISODE:

Robin’s book: Market of One

HOST SOCIALS:

Twitter: twitter.com/robonn

MORE ABOUT CO:DEFINERY:

Strong Training & Coaching's Lead Coach & Trainer: Coaching for commercial growth – Maureen Falvey

Tue, 01 Jul 2025 04:00:00 +0100

Today’s guest is Maureen Falvey. Formerly a senior exec at Grey, Saatchis and McGarryBowen, she’s now a professional coach and trainer.

Maureen explores how a coaching mindset isn’t just a personal development tool – it’s a cultural and commercial unlock for modern agencies.

She dives into why coaching is all about asking, not telling, and how that shift helps agency leaders unlearn old habits, show up with greater confidence and create healthier relationships – with both teams and clients.

Maureen also shares practical advice for agency leaders struggling with client boundaries, pitching pressures and over-servicing. From improving how you sell, to reshaping team culture, she offers plenty of insights to help you rise above the chaos and lead with purpose.

HIGHLIGHTS:

[02:39] From adland to coaching

[05:31] Staying curiosity

[09:19] Guiding not giving

[13:22] When to coach vs when to mentor

[15:44] Owning your flaws

[18:09] Creativity thrives when perfection dies

[21:04] How coaching makes for better selling

[26:59] Building real partnerships

[31:50] Owning your choices

MORE ABOUT MAUREEN:

LinkedIn: linkedin.com/in/maureen-falvey

Website: mfalveycoaching.com

MENTIONED IN THIS EPISODE:

Project Spring: wfanet.org/leadership/project-spring

HOST SOCIALS:

Twitter: twitter.com/robonn

MORE ABOUT CO:DEFINERY:

marketofone.agency

Metaforce's Co-Founder: Differentiating your client experience - Allen Adamson

Tue, 24 Jun 2025 04:00:00 +0100

Today's guest is the renowned author, branding expert and industry commentator Allen Adamson - co-founder of Metaforce, adjunct professor at NYU Stern School of Business, and former leader at Ogilvy and Landor.

Reflecting his brand strategy lens, Allen explores a crucial yet often overlooked question: if every agency claims to be different, why do so many feel exactly the same?

Referencing powerful lessons from his storied agency career, he unpacks the importance of tangible points of difference in how clients experience agencies, including the value of the right behaviors and culture.

We also cover why doing fewer things well beats doing everything adequately, how to avoid the trap of constant firefighting and what it really takes to scale excellence.

HIGHLIGHTS:

[03:14] Everyone’s a brand expert now

[05:13] What ‘brand’ really means

[06:07] Selling services isn’t brand building

[10:31] Customer Experience as a competitive advantage

[13:58] Mapping the moments that matter

[17:57] Desperation kills innovation

[24:07] Anticipate what clients don’t ask for

[27:30] Scale means nothing without culture

MORE ABOUT ALLEN:

LinkedIn: linkedin.com/in/allenadamson

Website: metaforce.com

Allen’s books: Amazon author page

HOST SOCIALS:

Twitter: twitter.com/robonn

MORE ABOUT CO:DEFINERY:

Huge’s EVP: leading the next phase of digital - Michael Olaye

Tue, 17 Jun 2025 04:00:00 +0100

Today’s guest is Michael Olaye, EVP at Huge - one of the world’s most respected digital agencies - and newly independent after their exit from Interpublic. Michael shares how the recent alignment of Huge and Hero Digital was built on shared values - not just capability - and why that matters more than any press release.

His big idea is how agencies can move beyond just ‘making things’ to creating what he calls ‘anticipatory experiences’ that actually unlock value for clients.

You’ll also hear his refreshingly clear take on agencies being ‘consultative’. This isn’t just ‘consultancy’ as a service line, but more a way of thinking and behaving that meets clients where they are.

If you’re figuring out how to lead through complexity, evolve your offer or just work smarter with your clients, Michael offers a playbook that’s both inspiring and practical.

HIGHLIGHTS:

[02:00] The merging Huge and Hero Digital

[04:03] Putting clients at the centre of change

[06:31] Taking your story to the right places

[09:00] Creating intelligent experiences

[14:49] Where next for digital

[17:25] When tech catches up with imagination

[21:10] How pricing should reflect value

[24:00] Why being consultative matters more than ever

[28:14] The hidden competitive advantage

MORE ABOUT MICHAEL

Linkedin: linkedin.com/in/michaelolaye

Website: hugeinc.com

HOST SOCIALS:

Twitter: twitter.com/robonn

MORE ABOUT CO:DEFINERY:

WPP Open's President: AI and the pursuit of happiness – Matt McNeany

Tue, 10 Jun 2025 04:00:00 +0100

Today’s guest is Matt McNeany, President of WPP Open. Drawing on two decades of experience helping the world’s biggest brands and agencies navigate digital transformation, Matt offers some much needed big picture context around AI.

His ‘streamline, expand, disrupt’ model extends the established benefits of greater productivity and unpacks why differentiated agencies will be more essential than ever as the brand, marketing and customer experience rule books are rewritten.

Matt also offers an unfashionable take on the prospects of the holding companies vs challengers like Brandtech, Stagwell and Accenture Song.

Finally he reflects on the human side of transformation, offering valuable advice to all of us knowledge workers to ensure we remain essential.

HIGHLIGHTS:

[05:59] Why optimism beats uncertainty

[07:46] How AI changes businesses

[12:34] Efficiency is just the beginning

[16:39] How HoldCo.s vs indies will play out

[22:10] Pricing in an AI-driven world

[27:59] The increasing risk of agency commoditization

[29:39] Embracing the reinvented customer journey

[32:43] Disruption to white-collar jobs

[36:36] The promise of greater fulfillment

[37:37] Taking responsibility in the AI revolution

MORE ABOUT MATT:

LinkedIn: linkedin.com/in/mattmcneany

HOST SOCIALS:

Twitter: twitter.com/robonn

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AAR President: Knowing the people behind the creds - Lisa Colantuono

Tue, 03 Jun 2025 04:00:00 +0100

Today’s guest is Lisa Colantuono, President of search consultancy, AAR Partners. With decades of experience and zero time for fluff, Lisa lays bare what agency searches should really be about - forging proper partnerships, not playing matchmaker.

Building on themes of trust and transparency, Lisa shares horror stories as well as best practice - including how new-business is never a numbers game, what great pitches look like, and why IRL counsel and feedback is so essential.

She also unpacks what the smartest agencies do differently - from demonstrating their expertise, to how they show up with real authenticity.

HIGHLIGHTS:

[02:17] What search consultants really do

[08:49] Protecting both agencies and clients

[11:05] The critical elements of a pitch

[14:23] How to kill off spec work

[18:25] Saying no more than yes

[23:55] Fear makes agencies play small

[29:40] Beware the industry of rookies

[36:56] Better consultants mean better matches

MORE ABOUT LISA:

Linkedin: linkedin.com/in/lisa-colantuono-aar

Website: aarpartners.com

MENTIONED IN THE EPISODE:

AAR IRL: linkedin.com/posts/lisa-colantuono-aar_aarirl

HOST SOCIALS:

Twitter: twitter.com/robonn

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Forsman & Bodenfors’ Global MD: Creativity as a process - Eric Zuncic

Tue, 27 May 2025 04:00:00 +0100

Today’s guest is Eric Zuncic, Global Managing Director and Chief Product Officer at Stagwell’s creative collective, Forsman & Bodenfors. And he’s passionate about the work.

Eric describes why our industry’s obsession with outputs is hampering impact. So if your agency is still taking briefs at face value and churning out content, then you’re missing a trick.

He unpacks how Forsman breaks the rules, ditch the hierarchy and prioritise ‘uncomfortable collaborations’ that actually change things. This is about earning permission to ask better questions – and being bold enough to walk away when a brief is just plain wrong.

HIGHLIGHTS:

[02:04] Redefining the creative ‘product’

[06:00] Prioritising 'uncomfortable collaboration'

[10:01] Leaping from ‘ask to task’

[16:46] The artificiality of pitches

[19:39] Being truly different

[24:02] Clearing the barriers

[26:02] Win the client, not the pitch

[28:01] From one small project to lasting change

[31:16] Media makes the money, creativity gets the scraps

[36:36] Being accountable for change

MORE ABOUT ERIC:

LinkedIn: linkedin.com/in/eric-zuncic-3536bb1a

Website: forsman.com

HOST SOCIALS:

Twitter: twitter.com/robonn

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Design Bridge & Partners' Global Chief Growth Officer: A Human-First Future for Agencies - Holly Maguire

Tue, 20 May 2025 09:00:00 +0100

Today’s guest is the highly experienced Holly Maguire, Global Chief Growth Officer at Design Bridge and Partners. She shares her unique perspective on how agencies can evolve with empathy, not ego.

As her career has progressed from advertising to brand design, and as a former agency CEO, Holly describes the power she’s seen in humility, collaboration and enduring craft skills.

We also explore the growing need for greater emotional intelligence - across industry language, client relationships and agency leadership. As Holly puts it, less talking, more listening - and never be too presidential or too detached from the shop floor.

With heartfelt insight and optimism, Holly urges agencies to know their worth, lead with empathy, and build on what's already great.

HIGHLIGHTS:

[01:53] Leadership powered by people

[04:20] Creativity needs EQ as much as IQ

[08:38] The role of Narrative in agency positioning

[09:52] Why creds decks don’t build trust

[15:42] Stop talking, start connecting

[19:58] Don’t get too presidential

[22:07] Leadership lessons from legends

[31:58] Unity builds resilience in client relationships

[35:22] Use AI to accelerate what’s great

MORE ABOUT HOLLY:

LinkedIn: linkedin.com/in/holly-maguire

Website: designbridge.com

HOST SOCIALS:

Twitter: twitter.com/robonn

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Big Spaceship: Ready to Go Big?

SPCSHP's Founder & Executive Chairman: Leading with culture - Michael Lebowitz

Tue, 13 May 2025 04:00:00 +0100

Today’s guest is Michael Lebowitz, Founder and Executive Chairman of SPCSHP – an agency that’s defied trends and labels for 25 years, and been a Harvard Business School case study not once, but twice.

Using the metaphor of a living, breathing organism, Michael describes SPCSHP as a creative canvas, where culture and imagination are more important than rigid labels or passing trends.

We also unpack why values aren’t just something to stick in a creds deck, but a powerful filter for the right clients and talent. And he explains how rituals (even playful ones) reveal more about team health than KPIs ever could.

From resisting the lure of being a ‘hot shop’, to navigating a people-first acquisition by MSQ, this is a masterclass in leading with personal conviction – and playing the long game.

HIGHLIGHTS

[02:05] Before digital was a thing

[04:26] The agency as an organism

[08:27] Leading with values

[11:07] Becoming a solo founder

[15:43] Cultural health is success

[20:01] How values keep you grounded

[24:52] Breadth of creative perspective

[28:11] Being featured by Harvard Business School

[33:29] Why MSQ felt like home

MORE ABOUT MICHAEL:

Linkedin: linkedin.com/in/mikespcshp

Website: spcshp.com

HARVARD BUSINESS SCHOOL CASE STUDIES:

Big Spaceship: The Evolving Agency

HOST SOCIALS:

Twitter: twitter.com/robonn

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4As’ CEO: A unique perspective on agencies - Marla Kaplowitz

Tue, 06 May 2025 04:00:00 +0100

Today’s guest is a true agency advocate – Marla Kaplowitz, Chief Executive Officer of the 4A’s.

As her 8-year tenure draws to a close, Marla speaks up for the pressures that agencies are under and the opportunities she sees in an industry transformed since the pandemic.

The conversation explores the value of creativity, why speed should command a premium and how AI can drive premiumisation rather than a race to the bottom.

We also cover what does – and doesn’t – work when it comes to differentiation in a saturated market, from the fear of standing out to why criticizing your competition is never a good look.

Marla also reflects on leadership and learning from challenges. With an optimistic eye on the future, she celebrates the creativity, resilience and people who continue to shape the future of advertising.

HIGHLIGHTS

[03:24] How Covid reshaped the market

[05:12] The real cost of pitching

[09:08] Speed deserves a premium

[13:47] The problem with short term thinking

[17:54] Smarter ways to win with procurement

[20:36] What’s killing agency differentiation

[29:15] Being fearless experts

[32:02] Regrets as fuel for improvement

[35:09] Why agencies are cockroaches not dinosaurs

MORE ABOUT MARLA:

LinkedIn: linkedin.com/in/marla-kaplowitz

Website: aaaa.org

Mentioned on the show: 4As Cost of the Pitch research

HOST SOCIALS:

Twitter: twitter.com/robonn

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Stagwell EMEA’s CEO: Challenging the global market - James Townsend

Tue, 22 Apr 2025 04:00:00 +0100

Today’s guest is James Townsend — CEO EMEA at Stagwell and also CEO of their Brand Performance Network. Stagwell is now a multi-billion dollar challenger to the established agency HoldCo.s, so how are they approaching growth differently to their competitors?

In a word: adaptation — by embracing the evolving needs of modern clients. James describes how Stagwell’s digital-first structure aims to be the ‘Goldilocks’ of holding companies — that ‘just right’ size between up-scale indies and the more established HoldCo.s.

He talks about combining creatives, strategists and over 1,500 engineers to focus on solving real-world client problems. And he’s got strong views on why some agencies get stuck in the past and how to avoid it.

James also shares how Stagwell approached performance-based pricing, what he’s learnt from rivals like Publicis and Accenture, as well as how they cultivate their entrepreneurial spirit while scaling globally.

HIGHLIGHTS

[01:55] Building a ‘just-right’ sized agency

[06:30] Choosing your clients

[08:06] Listening to the market

[11:21] Learning from mistakes

[16:49] Changing how agencies get paid

[21:44] Client-centricity in practice

[22:37] The importance of traditional account handling

[24:11] Learning from the big players

[26:23] Focusing on business outcomes

[30:48] Reasons to be optimistic

MORE ABOUT JAMES:

LinkedIn: linkedin.com/in/james-townsend-7329076/

Website: stagwellglobal.com

MENTIONED IN THIS EPISODE:

Project Spring: wfanet.org/leadership/project-spring

HOST SOCIALS:

Twitter: twitter.com/robonn

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Uncommon’s Co-Founder: Every moment is a chance - Nils Leonard

Tue, 08 Apr 2025 04:00:00 +0100

This episode features Nils Leonard, Co-Founder of Uncommon Creative Studio – one of the world’s most influential creative forces right now.

It’s a searingly honest conversation about what it means to matter - as an individual, a creative, an agency, and as a citizen of the world.

Nils unpacks why many agencies have a broken relationship with success - and why even for a high-profile creative, it’s really not about the work. From an industry perspective, he argues that there’s an even bigger prize to focus on.

We also explore Nils’ perspective on the role of conviction and guiding beliefs, not least how they improve the likelihood that your agency will be a success. As he puts it, every moment is a chance to do something different, to believe in yourself and to achieve great things.

If you want your agency to really stand for something, this one’s for you.

HIGHLIGHTS:

[02:12] Launching an agency with nothing but belief

[04:40] Becoming a reference point

[09:00] Don’t let the work do all the talking

[12:55] Winning briefs that actually matter

[18:16] Your work evidences your beliefs

[24:30] Why AI is a gift for creativity

[27:41] How creatives are building their own brands

[29:39] Choosing to make things that matter

[35:13] Every moment is a chance

MORE ABOUT NILS:

Linkedin: linkedin.com/in/nils-leonard

Website: uncommon.studio/

HOST SOCIALS:

Twitter: twitter.com/robonn

MORE ABOUT CO:DEFINERY:

www.mxpiq.com/how-ai-will-disrupt-agency-compensation-models/

Grey London's President: Making a promise to the market - Conrad Persons

Tue, 25 Mar 2025 04:00:00 +0100

From President to Presidency, Conrad shares his journey - from chasing Barack Obama around Virginia, to taking the reins at Grey London.

He describes the importance of balancing intuition with evidence - an essential skill when balancing change with heritage at Grey over the last 12 months.

We dive into value propositions and what makes them succeed, particularly how they become insular and indulgent if they lack jeopardy or anything meaningful for clients to buy into.

Conrad also explores the stagnation of the agency business model, strongly advocating for a change in how agencies show-up for clients; to better assert value by redefining what it is we mean when we talk about creativity.

HIGHLIGHTS:

[02:09] Chasing Barack Obama around rural Virginia

[07:06] How to make make better decisions

[11:50] Why vision really matters

[15:17] Acting on hunches

[20:32] What ‘Famously Effective’ really means for Grey

[25:14] Making agency propositions feel real

[27:39] The problem with agency pricing

[29:13] AI and demonstrating value

[33:06] The impact of creativity on business

MORE ABOUT CONRAD:

Linkedin: linkedin.com/in/conrad-persons

Website: grey.com

How AI Will Disrupt Agency Compensation Models:

HOST SOCIALS:

Twitter: twitter.com/robonn

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We Are Social’s Global CEO: Nurturing creative cultures - Toby Southgate

Tue, 11 Mar 2025 04:00:00 +0100

Today’s guest is Toby Southgate, newly appointed Global CEO of We Are Social, and this episode is a real treat. Few leaders advocate so vocally for our industry as a whole, or - as you’ll hear - have such a refreshing perspective on their competitive set.

Toby shares his perspective on what agencies are getting wrong when it comes to differentiation - from bloated service offerings and overused buzzwords, to why ‘the work’ isn’t what wins clients’ hearts and minds.

He also describes how optimism and empowerment are critical ingredients for successful agency leaders - especially given the fragility of creative cultures and the constraints of the modern marketplace.

HIGHLIGHTS:

[01:52] Defining a ‘creative’ business

[03:30] How to make the whole industry stronger

[07:12] Why the agency market isn’t oversupplied

[11:43] Building a meaningful value proposition

[14:41] How leadership can energise agency teams

[21:22] Balancing change and stability

[24:57] Getting the right people on board

[32:10] Letting people do what they do best

[38:46] Keeping talent happy and engaged

MORE ABOUT TOBY:

Linkedin: linkedin.com/in/toby-southgate

Website: www.wearesocial.com

HOST SOCIALS:

Twitter: twitter.com/robonn

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Performics’ Global Growth Officer: Breaking the burnout cycle - Bianca Best

Tue, 25 Feb 2025 04:00:00 +0100

Burnout is everywhere. And let’s be honest – agency life isn’t helping. The pressure’s relentless, deadlines never stop and somehow you're just supposed to keep going. So how can you avoid running yourself and your team into the ground?

Bianca Best is the Global Growth Officer at Performics – the performance marketing arm of Publicis Media. She’s also the founder of The Burnout Business and the author of Big Impact Without Burnout (out March 11).

In this episode of The Immortal Life of Agencies, Bianca lifts the lid on why burnout is hitting our industry so hard – and more importantly, how to stop it in its tracks. As well as shocking stats (63% of us are thinking about quitting), she offers practical advice to help you keep your energy up and your stress levels down.

From spotting the warning signs to calling out toxic work cultures, Bianca focuses on the things that leaders and individuals can actually change. Because let’s face it – offering your team a free meditation app isn’t going to fix this mess.

HIGHLIGHTS:

[02:52] From startup life to agency leadership

[08:38] Why agency burnout keeps getting worse

[10:31] The shocking burnout stats you need to know

[12:56] Why young people don’t want to become leaders

[14:33] How burnout skews towards women

[16:07] Corporate responsibility vs. individual responsibility

[21:11] Why ‘doing it all’ isn’t the goal

[24:59] How to spot burnout before it’s too late

[31:19] Helping junior talent avoid burnout

[36:21] How leaders can change the conversation about wellbeing

MORE ABOUT BIANCA

Linkedin: linkedin.com/in/biancabest

More on ‘Big Impact Without Burnout’: biancabest.com

(Use code BIWB25 for 25% off via Watkins - UK only, sorry!)

HOST SOCIALS:

Twitter: twitter.com/robonn

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Giant Spoon’s Co-founder: How audacious ideas get made - Trevor Guthrie

Tue, 11 Feb 2025 04:00:00 +0100

Have you ever attached a 270-foot dragon to the top of the Empire State Building? No, me neither.

And how do your most audacious ideas make it into the world - especially if your agency doesn’t offer clients the reassurance of a readymade creative reputation?

To explore that question, today’s guest on The Immortal Life of Agencies is Trevor Guthrie, co-founder of US-based independent, Giant Spoon.

Now, of course these days Giant Spoon do have that stellar reputation - as evidenced by their work for the likes of HP, Netflix and Google, not to mention their hatful of awards. But Trevor and his co-founders didn’t launch their business with that kind of track record.

He shares how his background in media and technology, as well as his commitment to collaboration and curiosity have propelled Giant Spoon’s success.

As Trevor’s insights show, you don’t need to have a storied career and a stack of Cannes Lions to get to the top of the creative tree.

HIGHLIGHTS:

[04:41] How to put a dragon on the Empire State Building

[07:30] Thinking big and breaking boundaries

[13:23] Earning your chair at the table

[17:40] Offering clients multiple front doors

[18:36] How media and creative work together

[19:30] Winning trust through creativity

[20:32] Collaboration over competition

[27:15] Specialists vs. generalists

[29:54] Maintaining curiosity as a secret weapon

MORE ABOUT TREVOR:

Linkedin: linkedin.com/in/trevor-guthrie

Website: giantspoon.com

HOST SOCIALS:

Twitter: twitter.com/robonn

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Candid’s CEO: The quest for agency simplification - Ruud Wanck

Tue, 28 Jan 2025 04:00:00 +0100

Today’s guest is Ruud Wanck, CEO of Candid - who describe themselves as ‘next generation holding company’. Candid’s offering has been specifically designed to address the defining challenge for modern clients - the twin needs for specialisation and integration.

Ruud shares how he’s consolidated his group into three core offerings - brand, communications and media. And by removing so much complexity, Candid claims to be the first player to truly break down the silos in our industry.

His clarity is compelling. While so many agency groups are wrestling with their strategy, Ruud has a very specific take on what his agency CEOs remain responsible for and what is handled centrally.

He also explores the importance of maintaining each agency's culture and independence, as well as how his growth strategy is driven purely by client needs.

And yes, for fans of British humour, we DO talk about his name.

HIGHLIGHTS:

[02:14] Ricky Gervais and THAT Tweet

[03:21] Where specialisation meets integration

[09:59] Empowering CEOs to lead

[13:30] Maintaining cultures across a holding company

[17:16] Making agency mergers simpler

[20:14] Expanding Candid’s reach

[23:22] Avoiding the hard sell

[27:26] Driving growth via client needs

[29:49] Celebrating opportunity

MORE ABOUT RUUD:

LinkedIn: linkedin.com/in/rudiger-wanck

Website: candidplatform.com

HOST SOCIALS:

Twitter: twitter.com/robonn

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Majority's Founder & CEO: From phoney to fearless: building an agency ‘for the culture’ - Omid Farhang

Tue, 14 Jan 2025 04:00:00 +0100

This episode features Omid Farhang, co-founder and CEO of Majority - Adweek's newly crowned Multicultural Agency of the Year. This is a fascinating insight into how one man very consciously transitioned from insecurity to market leadership.

From starting a podcast that became his personal 'business school curriculum', to purposefully connecting with the CMOs he most admired, Omid shares how Majority has redefined ‘multicultural’ from marginal to mainstream. As he puts it, "Beyoncé doesn’t make a different album for black people and white people. Why do agencies?"

He also describes why it’s so important to dismantle formality in client relationships and why he encourages his team to have a very specific kind of 'bad meeting'.

Omid also beautifully fulfils the show’s promise of optimism - seeing creative problem solvers as his ultimate source of positivity, and how independent agencies are raising the creative bar for everyone, including network shops.

HIGHLIGHTS:

[03:26] The difference between being ‘multicultural’ and ‘for the culture’

[06:51] How a podcast became Omid’s business school

[10:56] Cracking the CMO code

[12:07] How formality harms clients relationships

[14:44] When fear is justified

[16:52] The two kinds of bad meetings

[19:19] Breaking out of the multicultural niche

[22:38] Diversity isn’t a risk management strategy

[26:22] Why small agencies are thriving right now

[29:00] How bureaucracy gets in the way

[31:56] The hopefulness of creativity

MORE ABOUT OMID:

Linkedin: linkedin.com/in/omid-farhang

Website: majorityagency.com

HOST SOCIALS:

Twitter: twitter.com/robonn

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GroupM’s CEO: Honest leadership in times of change - Josh Krichefski

Tue, 10 Dec 2024 04:00:00 +0100

“Running an agency is like doing a jigsaw with some of the pieces missing.”

How’s that for candour from GroupM’s EMEA’s CEO Josh Krichefski? This conversation unpacks the joys and challenges of running an agency of international scale - from the inevitable cycle of client wins and client losses, to the increasingly transformational needs of modern clients.

Josh also offers his perspective on the trends reshaping the industry, including how AI is enhancing efficiency, redefining agency operations and emphasising the importance of human creativity and intelligence.

In his other role, as President of the IPA, Josh has made mental health central to his agenda. He shares his perspective on therapy, resilience and open communication. In particular, he explains how agency differentiation and new technologies can positively impact wellbeing as the industry evolves.

HIGHLIGHTS:

[02:16] How the industry is in fast-forward

[06:30] Why AI is only part of the solution to pressure on agencies

[08:59] The impact of AI on the billable hour

[09:50] Becoming more client-driven at group level

[15:05] The impact of losing long-term clients

[16:40] What clients are increasingly demanding from agencies

[20:20] Differentiating on people vs data

[24:02] What agencies still need to figure out on wellbeing

[28:35] Connecting differentiation, winning and mental health

[30:34] Taking the pain out of agency life

MORE ABOUT JOSH:

Linkedin: linkedin.com/in/josh-krichefski

Website: groupm.com

HOST SOCIALS:

Twitter: twitter.com/robonn

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Mischief’s Co-founder: The risks of malicious obedience - Greg Hahn

Tue, 19 Nov 2024 04:00:00 +0100

“The best way to win the game is by not playing the game.”

How’s that for a hot take on the agency business?

It’s from Mischief’s fascinating and thoughtful Chief Creative Officer, Greg Hahn. In this episode, we unpack just how pervasive fear has become in the agency business - including where it shows up and what to do about it.

In a world where agencies have become so meek, he’s even heard clients say that their agencies are afraid of them. Clearly this is not the path to good work.

This leads to what Greg calls ‘malicious obedience’ - where fearful agencies prioritize clients’ immediate wants over their long-term needs.

Since co-founding Mischief just four years ago, no wonder he’s worked hard to create a culture of safety. That goes a long way to explaining how they’ve created such impressive results in such a short time.

HIGHLIGHTS:

[02:05] Client Needs vs. Client Wants

[04:40] How the Pandemic changed Client/Agency Dynamics

[08:07] Freedom and Responsibility

[13:03] Building a Culture of Safety

[16:06] Charging Clients and Valuing Senior Talent

[27:20] Fear in the Creative Process

[30:45] Advice for Young Creatives

[32:06] Balancing Work and Life

[38:19] The Future of Agencies

MORE ABOUT GREG:

Linkedin: linkedin.com/in/greghahn

Website: mischiefusa.com/

HOST SOCIALS:

Linkedin - linkedin.com/in/robinbonn

Twitter - twitter.com/robonn

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Jellyfish’s Global ECD: Why creativity relies on diversity - Jo Wallace

Tue, 05 Nov 2024 04:00:00 +0100

“Creativity is our ‘special sauce’”. Really, though - is it?

This is the episode I’ve wanted to record for ages. I finally get to address my bemusement at agency leaders claiming that ‘creativity’ is their agency’s point of difference, and then delivering conference keynotes where they also say it’s the whole industry’s USP.

Thankfully, here’s Jo Wallace - the always eloquent Global ECD at Jellyfish and founder of Good Girls Eat Dinner. Her experience and wisdom - gleaned from her fascinating career path - helps shed some light on what ‘creativity’ actually does.

Jo explores how her job is to provide robust solutions for clients, especially when her agency is invited into the right conversations. She also talks about the consistency of client challenges and the opportunities that new tools offer everyone in the creative industry.

This takes us onto the subject of diversity, in all its forms - particularly diversity of thought. Jo unpack where the best ideas come from and how different lenses make all the difference.

Finally we explore the importance of taking a position on societal issues - whether that’s creatives, agencies or brands - and how we can all take responsibility for building a better world.

HIGHLIGHTS:

[03.45] Why agencies are poor at selling themselves

[07.00] Seeking new tools to address client problems

[11.50] How Jellyfish’s differences land with clients

[14.50] Defining ‘creativity’ more broadly

[16.45] The myths and misinformation around equality

[20.19] How inequality hurts the economy

[24.20] Why advancement of one group doesn’t mean another is being held back

[26.35] Should agencies be doing more to promote societal change

[29.35] Whether brands willing to stand on the right side of history

MORE ABOUT JO:

LinkedIn - linkedin.com/in/wallacejo/

Website - jellyfish.com/

Good Girls Eat Dinner - goodgirlseatdinner.com/

HOST SOCIALS:

Linkedin - linkedin.com/in/robinbonn

Twitter - twitter.com/robonn

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Common Interest’s CEO: The business case for differentiation - Anthony Freedman

Tue, 15 Oct 2024 04:00:00 +0100

Just over a year ago, Common Interest burst onto the scene with the acquisition of former Coke and Airbnb CMO Jonathan Mildenhall’s fabled branding agency, TwentyFirstCenturyBrand. It was one hell of an entrance into the global agency space.

Today’s guest is Anthony Freedman, Common Interest’s CEO and Founder. Together we unpack how he’s building a new kind of holding company.

Of course, we’ve all heard ‘new kind of…’ rhetoric before, but Anthony is unusually clear on how he’s looking to do it - in this case, to accelerate brand and business growth through creativity in popular culture. Check out his response when I challenged him on his ‘brands in culture’ proposition. He’s definitely serious about being different.

There are so many learnings on offer here. From why specialisation matters and how risk aversion hampers innovation at scale, to unhelpful agency conditioning and how to avoid like-for-like comparison with your competitive set.

For Anthony, being different is a commercial imperative. So if you want your own agency to create lasting standout, then you’re going to love this episode.

HIGHLIGHTS:

[02:32] What makes Common Interest different.

[05:48] Why CMOs struggle with cultural relevance.

[08:48] Redefining the concept of holding companies.

[13:05] A new model for cultural relevance.

[19:56] The distinction between agency positionings and value propositions.

[21:33] Why so few agencies are genuinely different.

[25:05] Avoiding the race to the bottom.

[29:01] His inspiration to be different.

[36:30] Being right for some clients and wrong for others.

[38:20] The power of being the only choice for your target audience.

MORE ABOUT ANTHONY:

LinkedIn - linkedin.com/in/anthonyfreedman

Website - commoninterest.co

HOST SOCIALS:

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Only Dead Fish's Founder: When change becomes transformation – Neil Perkin

Tue, 01 Oct 2024 04:00:00 +0100

DESCRIPTION

For all the talk in agencies about change, transformation and - kill me now - ‘agility’, what exactly do these words mean in practice? And is blundering through ‘change’ causing more harm than good?

To shine a light on all this, today’s guest is Neil Perkin - the founder of Only Dead Fish, a consultancy sitting at the intersection of digital strategy, transformation and agility. He wrote the IPA’s ‘Partnering for Growth’ report, which unpacked how agencies can create long-term, mutually sustainable client relationships. He’s also a three-time author and the host of the acclaimed Google Firestarters series.

So he knows a thing or two about how agencies successfully change - from evolving your client offer, to full reinvention.

The conversation starts with four fundamental building blocks for mutual gain with clients. We also unpack where optimization becomes transformation, and how to tell the difference between the two - including the importance of understanding the challenge before choosing your methodology for change.

Neil also speaks to practicality - from the importance of better ways of working, to when organisations focus too much on efficiency.

All in all, he offers us a masterclass in fast-paced change.

HIGHLIGHTS:

[04.40] Foundations of strong client/agency relationships

[07.25] Optimization vs transformation

[10.55] Defining your approach to change

[16.50] Solving the right problem

[21.40] Approaching disruption like AI

[27.45] Assessing ease vs impact of change

[28.50] Balancing customer and organisational value

[32.20] The value of a brand in digital transformation

[35.10] Learning through ‘polarity of knowledge’

[36.20] Advice for agency leaders

MORE ABOUT NEIL:

LinkedIn - linkedin.com/in/neilperkin/

Website - onlydeadfish.co.uk/

Neil’s books - https://www.amazon.co.uk/stores/Neil-Perkin/author/B06XF94WVJ

Google Firestarters - https://www.youtube.com/playlist?list=PLNBdIP33wJ3rZLkH1iR_Xjy0TznS1Ii_3

IPA ‘Partnering for Growth’ - https://ipa.co.uk/knowledge/publications-reports/partnering-for-growth (free download)

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Meet The People’s CEO: How to maintain entrepreneurialism at scale - Tim Ringel

Tue, 17 Sep 2024 04:00:00 +0100

More and more ‘mini-networks’ are seeking to beat the holding companies at their own game.

These often PE-backed groups of agencies can play the agile indie card, and they can also club together to service global clients. Unsurprisingly, each group claims its own point of difference vs the traditional holding company model.

Meet The People is one such emerging network. And our guest today is Tim Ringel, their Global CEO. MTP is three years old and already home to 800 people. Which isn’t a surprise when you consider that this isn’t Tim’s first start-up rodeo. As a career-long entrepreneur, he knows a thing or two about scaling agency businesses.

Tim is very clear on what he’s trying to do - in particular, how MTP is designed to combine the best of both worlds when it comes to indies and network agencies, and how he’s adapting to evolving client needs.

He also shares a strong point of view on one of the biggest questions facing a mini-network - whether they should trade as a single ‘branded house’ or more of a ‘house of brands’.

Most importantly, at a time when so many agencies lack commerciality, Tim talks passionately about how to sustain growth - and an entrepreneurial culture - as an agency scales.

If you’re leading, launching or competing with any of these mid-sized agency groups, or even if you’d just like your own shop to be more entrepreneurial, then you’re going to really enjoy the conversation.

HIGHLIGHTS:

[03.10] Why Tim started Meet the People.

[07.45] How MTP offers safety to the agencies it acquires.

[10.24] Solving common commercial issues.

[11.45] Splitting clients by size and behaviour.

[15.05] Why ‘branded house vs house of brands’ is the wrong question.

[18.00] Tim’s aspiration for MTP.

[22.16] The limitations of a short-term focus.

[27.26] Maintaining an entrepreneurial culture at scale.

[33.40] Creating psychological safety.

[37.26] Being fearless despite market volatility.

MORE ABOUT TIM:

LinkedIn - linkedin.com/in/tim-ringel/

Website - meet-the-people.com/

HOST SOCIALS:

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TomorrowToday’s CEO: How AI is changing the agency business model - Chris Johnson

Tue, 03 Sep 2024 04:00:00 +0100

Having touched on the omnipresent topic that is AI in pretty much every episode, this time we dive right in. Our guest is Chris Johnson, Founder and CEO of the AI consultancy, TomorrowToday.

And wow, does he give value for money. While much of the industry discourse around AI centres on creative tools and ideation speed, Chris is focused on commercial application.

Our conversation starts with him sharing detailed advice on how agencies can reinvent their pitch process using commonly available AI tools. From simple efficiencies, to the creation of synthetic target audiences - and even synthetic clients! - he describes how you can proactively improve not just your ideas, but also how well they land.

Chris also shares his experience of the challenges associated with getting agency teams on board with wholesale adoption of new tools and technologies.

We wrap the episode by looking forward - exploring how AI will inevitably impact the way that agencies sell, price and make money.

This is such a valuable conversation. As well as honesty, humour and pragmatism, Chris brings plenty of clarity - not least on what AI can’t do, as well as how these emerging tools can help you generate real commercial impact.

HIGHLIGHTS

[01:41] How Chris first blew my mind

[02:51] Reinventing your pitch process with AI

[05:50] How synthetic audiences can improve your ideas

[10:00] Creating an AI version of what your clients care about

[15.30] Creating commercial value with AI tools

[18.25] How agency adoption dramatically varies

[20.15] The mindsets that help agencies use AI effectively

[25.20] How AI will redefine the agency business model

[27.25] AI, value-based selling and why differentiation is essential

[32.35] Can agencies really price on deliverables?

[35:50] Advice for agency leaders on driving AI adoption

MORE ABOUT CHRIS:

LinkedIn - https://www.linkedin.com/in/johnsonchris/

Website - https://tomorrowtoday.com/

HOST SOCIALS:

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DDB’s Global CEO: Secrets of successful client relationships - Alex Lubar

Tue, 23 Jul 2024 04:00:00 +0100

When it comes to advertising agencies, they don’t come much more prestigious than Omnicom’s DDB. Whenever any of us needs a quote of substance, Bill Bernbach - the B in DDB - is always a rich source of wisdom.

So what a treat to sit down with their global CEO, Alex Lubar, to find out what makes DDB successful. Alex speaks to what he sees as the two driving forces of agency culture - momentum and optimism - and how they’re an essential foundation for innovation.

We also cover how quality drives differentiation in a marketplace that’s often seen as oversupplied. And Alex shares his perspective on creating shared goals with clients, as well as how to maintain the trust and transparency required to ensure success.

Alex has an ease in the way he approaches his work, whether that’s dealing with difficult clients or handling the natural ups and downs of agency life. So regardless of whether you’re also in a big global role, this conversation is a valuable masterclass in optimism and positivity.

HIGHLIGHTS

[04.07] The two driving forces of agency culture.

[05.39] How supportive environments help solve problems.

[07.07] Maintaining the highest standard of behaviour in the workplace.

[09.57] Talent management and self-improvement.

[15.16] Insights from younger generations.

[19.45] Trends in client behaviour.

[22.30] Building an honest relationship between clients and your team.

[29.00] Perceived oversupply in the agency market.

[30.25] Differentiation comes through the lens of quality.

[32.48] How clients choose agencies.

MORE ABOUT ALEX:

LinkedIn - linkedin.com/in/alex-lubar-292b744/

Website - ddb.com/

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Uncommon Creative Studio's Founder: The recipe for agency swagger - Natalie Graeme

Tue, 09 Jul 2024 04:00:00 +0100

In seven short years, Uncommon Creative Studio has gone from launch to the very top of the advertising world. Alongside the reputation, the awards and of course the work, their deal with Havas now gives them the scale to go truly global.

So how can a newly minted agency achieve so much success so quickly? To find out, we sat down with one of Uncommon’s founders, Natalie Graeme.

Starting with Uncommon’s origin story, Natalie unpacks just how deliberately she, Lucy and Nils have authored the agency’s story - from why it exists, who they aspire to work with, and how this impacts the kinds of briefs their clients bring them.

She also speaks to what made her want to start a different kind of agency; one with a broader skill-set than many ‘advertising’ agencies, and the freedom to protect talent from the kind of unimaginative briefs that lead to uninspiring work.

If you run an agency that aspires to work with open-minded clients on consistently interesting briefs, then there’s a lot to learn here.

HIGHLIGHTS

[02.15] Uncommon’s origin story.

[06.10] Understanding your agency’s place in the world.

[08.40] There’s more than one way to answer a business problem.

[14.35] Being upfront with clients about fit.

[19.55] How brands can cut-through in today’s world.

[25.00] Valuing talent by cutting out the ‘faff fat’.

[28.45] AI, creativity and justifying a premium.

[34.00] How agency founders can cultivate innovation.

MORE ABOUT NATALIE:

LinkedIn - linkedin.com/in/natalie-graeme-93608b4/

Twitter - https://twitter.com/nattergraeme

Website - uncommon.studio/

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EssenceMediacomX Chief Transformation Officer on building careers in a changing world - Sue Unerman

Tue, 25 Jun 2024 04:00:00 +0100

Sue Unerman is the Chief Transformation Officer of EssenceMediacomX. And having spent 34 years with Mediacom in its various incarnations, it’s fair to say that ‘transformation’ is a subject that Sue knows a thing or two about.

Unpacking her personal journey across five decades (sorry, Sue!), this far-reaching conversation explores how to build an agency career amidst constant change and increasing uncertainty.

From playing to your strengths, to the impact of having great bosses, Sue shares her typically thoughtful observations on how to thrive as an introvert, particularly if your skills don’t conform to the norms.

We also address the resilience of the patriarchy, in particular how gender influences career progression and why men progress faster than equally capable women.

Sue also advocates strongly for fairness and straight talking, as well as how agency leaders can foster a sense of belonging - especially for young talent as they make their way in the industry.

HIGHLIGHTS

[02.10] Sue’s career journey.

[04.48] The importance of collaboration.

[08.22] What it takes to play to your strengths.

[12.30] The two ways of building a career in agencies.

[16.11] Different approaches for introverts and extroverts.

[20.34] The value of fairness and straight talking.

[23.50] Levelling the playing field for women in agencies.

[30.21] Glass-slipper syndrome and what makes a ‘job’ a job.

MORE ABOUT SUE:

LinkedIn - linkedin.com/in/sue-unerman-7945058/

Twitter - https://twitter.com/SueU

Sue’s books - https://www.amazon.co.uk/stores/Sue-Unerman/author/B007STF5DS

Sue's blog - sueunerman.com

HOST SOCIALS:

Linkedin - www.linkedin.com/in/robinbonn

Twitter - twitter.com/robonn

MORE ABOUT CO:DEFINERY:

www.codefinery.com

McCann Chief Strategy Officer on the profound impact of being yourself - Harjot Singh

Tue, 04 Jun 2024 04:00:00 +0100

Our guest today is the wonderful Harjot Singh - Global Chief Strategy Officer at McCann & McCann Worldgroup. This is a rich and personal conversation about the impact of people being different in our industry.

Harjot has a real way with words and he shares some lovely thoughts, not least on the critical difference between discipline and dogma when it comes to great work. He also beautifully captures what he calls the ‘dance’ that occurs between agencies and their clients as we strike a balance between offering certainty and possibility.

Harjot also speaks candidly about there not being a playbook to follow as he progressed through the ranks. And his perspective on imposter syndrome is particularly powerful; using his own doubts as a prompt to search for more information and greater insight.

I really love the groundedness that Harjot brings to the conversation. If you’re looking for an example of how to stay present, really listen and offer genuine answers, there’s a lot to learn here. He talks the talk on being yourself and he certainly walks the walk too.

HIGHLIGHTS:

[05.38] Balancing certainty and possibility.

[07.36] The art of persuasion and positive outcomes.

[12.13] Why observation and attention is so important.

[19.00] Listening to your mind and processing what you hear.

[24.22] Why good people make good leaders.

[30.07] You can't do different if you're not different.

[34.32] Advice for agency leaders.

MORE ABOT HARJOT:

LinkedIn - linkedin.com/in/harjot-singh-30a33b2/

Twitter - https://twitter.com/iamharjsingh

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Katie Lee: How to Create Healthy Growth

Tue, 21 May 2024 07:30:00 +0100

This episode features Katie Lee - former CEO of Lucky Generals and now Chief Operating Officer of Wavemaker, the WPP media agency. Together, we explore the differences between healthy and unhealthy growth.

As a case in point, Katie shares her experience of how agencies often confuse growth with strategy, which in turn leads to unhelpful - and unhealthy - places. So if you recognise her definition of the ‘danger zone’ that this creates, then consider her wisdom a wake-up call.

We also delve deeper into the importance of role modelling and how that enables future leaders to feel empowered. And if you’ve lost your new-business mojo, Katie shares her view on how to get it back.

Finally, this being The Immortal Life of Agencies, no episode would be complete without a clear view on how to make our industry a more joyful place to be.

HIGHLIGHTS:

[04.29] The confusion of growth and strategy.

[07.57] What matters in maintaining client relationships.

[12.35] What prevents future leaders from feeling empowered.

[15.57] Ways to regain your new-business mojo.

[20.44] Pitching to different types of audiences.

[23.33] How growth changes when you’re the CEO.

[26.57] Two different layers of feedback.

[30.17] The culture-building power of new-business.

GUEST SOCIALS:

LinkedIn - linkedin.com/in/katie-lee-37185321/

HOST SOCIALS:

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Ruth Mortimer: A global perspective on creativity and innovation

Tue, 07 May 2024 07:30:00 +0100

Ruth Mortimer is the Global President of Advertising Week, so it’s fair to say that she has an unusually broad perspective on our industry, on clients and of course on agencies.

In this episode, you can really feel her breadth of knowledge - as well as her passion for creativity - as she compares and contrasts different markets. In particular, Ruth unpacks what’s holding back the UK market, as well as what agencies can do about it.

She also shares her very personal perspectives on AI - not least how it can democratise creativity by bringing voices and innovations into the industry.

Ruth’s optimism is infectious and her examples are inspiring. So if that sounds like a good way to invest half an hour, then you’ll definitely enjoy this episode.

HIGHLIGHTS:

[03.39] Creativity from a global perspective and how the industry can be different in different places.

[08.43] What causes the lack of creative business problem-solving in the UK?

[13.31] The right government can open new possibilities to the UK advertising industry.

[16.00] How can we remedy the lack of hope and optimism in the industry?

[23.39] The impact AI brings to the creative web.

[28.14] How AI could be a great tool to introduce new voices to the creative industry.

[31.38] Diversity and its impact on a successful business

[35.57] Practical advice for industry leaders.

GUEST SOCIALS:

LinkedIn - linkedin.com/in/ruthmortimer/

Website - advertisingweek.com/

STUFF WE MENTION:

Advertising Associations 'Ad Pays' research - https://adassoc.org.uk/advertising-pays/

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Rob Campbell: Fighting for diversity is not enough

Tue, 23 Apr 2024 07:30:00 +0100

Today’s episode is powerful. It's a conversation with Rob Campbell, Chief Strategy Officer at Colenso BBDO in Auckland. The topic is diversity in agencies - and how those of us with privilege can and should be doing more.

Rob brings humanity and curiosity to his experience of diversity from beyond the shiny Western boardrooms of Soho and Madison Avenue, openly discussing what he got wrong in living and working in the US, China, Singapore, Japan and New Zealand (to name a few) as well as sharing practical advice on what he learned agency leaders can do better.

This is a rare opportunity to hear a privileged white man - one who’s at the very top of our industry - speak so candidly about his own learning journey, including a transformative experience watching the movie ‘Get Out’ with three women from the black community.

If you believe that diversity makes agencies and creativity stronger and you aspire to be a more inclusive leader, then there’s a lot here for you.

CHAPTERS:

4.25 Becoming militant about DEI responsibility

06.53 Travelling the world based on curiosity

09.50 How knowledge of history is essential for innovation

13.30 How to bring diverse truths into the workplace

16.05 Western privilege in Black Lives Matter

21.55 What privileged white men can do differently

25.30 How to stop worrying about saying the wrong thing

32.45 Proactively creating the conditions for others to thrive

35.15 Getting past white fragility

36.12 Practical advice for agency leaders

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HOST SOCIALS:

GUEST SOCIALS:

Linkedin - https://www.linkedin.com/in/rob-campbell-723593/

Twitter - https://twitter.com/Robertc1970

David Meikle: Meeting the needs of modern clients

Tue, 09 Apr 2024 07:30:00 +0100

How clear are you on what clients REALLY want from agencies? And what if you could ask someone with a unique perspective on how agencies do great work?

Our guest on this episode is David Meikle. The classic ‘poacher turned gamekeeper’, he was previously an agency leader, working for Grey and latterly running Ogilvy in Russia, and now he’s a search consultant. David’s also a compassionate, innovative and rigorous thinker about the advertising and marketing industry, which you’ll know if you’ve read his books.

This far-reaching conversation covers commerciality and profit, the risks of productising your offer, and how to strike a fairer deal with procurement. We also explore why agencies are poor negotiators and a surprising truth about how less exciting clients often get better work.

David also offers a new way to think about agency differentiation - one that clients are taking increasingly seriously.

CHAPTERS:

2.26 The difference between finance and commerciality

5.04 What agencies don't understand about profit conversion

11.07 How agencies enable Procurement to dominate them

15.10 The risks of productising agency services

24.20 Why agency marketing is like car insurance

27.15 The role of the agency's employer brand

31.30 Distinctiveness vs uniqueness

40.10 How conservative clients can get better work

42.01 Agency failures in negotiation

43.40 The concept of 'buyer's profit'

46.25 Opportunities for your employer brand

MORE ABOUT CO:DEFINERY:

HOST SOCIALS:

https://www.amazon.com/stores/David-Meikle/author/B071NLVJBW

GUEST SOCIALS:

Linkedin - https://www.linkedin.com/in/david-meikle-6194405/

DAVID'S BOOKS:

LINKS:

Why Work Sucks and What to do About it - https://www.amazon.com/Why-Work-Sucks-How-Joke/dp/1591842034/

The No Asshole Rule - https://www.amazon.com/Asshole-Rule-Civilized-Workplace-Surviving/dp/0446698202

Michael Farmer: A new game plan for agencies

Mon, 25 Mar 2024 09:00:00 +0100

In this episode, Robin chats with Michael Farmer - Chairman and CEO of Michael Farmer and Co. and an influential author on agency transformation. They discuss the commercial challenges and opportunities facing agencies and explore the need for a radical change in the business model.

Michael highlights the stagnation in client growth, the impact of AI on agency profitability and the historical focus on cost reduction over client performance. They also explore the idea of agencies taking a more consultative approach, productising solutions and charging for scopes of work instead of selling time.

Micheal and Robin close the episode on a strong note of optimism - sharing examples of leaders (on the client side, as well as agency side) who are affecting genuine change.

If you’re keen to evolve your agency’s business model but aren’t certain that it’s possible, then this is the episode for you.

CHAPTERS:

04:15 The lack of profitability within agencies.

10:03 The loss of AOR status.

14:50 The lack of knowledge sharing within agencies.

22:42 AI will reduce at least 20% of billable hours.

32:42 Having the confidence to step outside the brief.

37:40 Focusing on impactful work and lasting growth for clients.

41:39 AstraZeneca’s Agency Partnership Certification program.

43:20 Procurement leaders advocating for positive change.

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HOST SOCIALS:

https://www.amazon.com/stores/Michael-Farmer/author/B06X9PZB4D

GUEST SOCIALS:

Linkedin - https://www.linkedin.com/in/michaelfarmer/

Michael's books:

Faris Yakob: How agency CEOs must compete with people’s need for freedom

Thu, 15 Feb 2024 09:00:00 +0100

In this episode, Robin is joined by author, thinker and Genius Steals Co-Founder, Faris Yakob. Famed for his ‘digital nomad’ lifestyle as much as his insights, a LOT of agency people ask him about how to go freelance.

So he and Robin explore why agency life sucks for a lot of people and what agency leaders can do to avoid great talent choosing to be independent consultants instead.

Unpacking his own ‘accidental’ journey to becoming a consultant, Faris shares what he sees as the limitations and constraints of working in a traditional agency role. He and Robin also explore the business model inefficiencies that contribute to the pressures that agency CEOs face.

If you’re interested in Faris’ recipe for how ‘unkillable’ agencies can thrive in an era of increased competition, then don’t miss this episode.

CHAPTERS:

02.20 Why agency life sucks

07.35 How Faris’ nomadic life outside agencies came about

12.20 What people look for from their jobs

14.20 How our business model puts agencies in opposition to clients

17.40 Learnings from the world of management consultancy

21.30 Advice for agency leaders to help them keep top talent

25.20 What makes agencies ‘unkillable’

29.30 The quest for new models

32.20 How creativity can inform every level of the agency business

35.40 Kellogg’s long-term thinking for agencies from 1989

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HOST SOCIALS: