The Immortal Life of Agencies

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 startupsMORE ABOUT RICHARD:LinkedIn: linkedin.com/in/richard-huntington-59a3761b9HOST SOCIALS:LinkedIn: linkedin.com/in/robinbonnTwitter: twitter.com/robonnMORE ABOUT CO:DEFINERY:Website: codefinery.comBook: Market of OneMentioned 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. Market Of One Landing Page

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 differentlyMORE ABOUT CHRISTY:LinkedIn: linkedin.com/in/christyhilerWebsite: teamcornett.comOwnItHOST SOCIALS:LinkedIn: linkedin.com/in/robinbonnTwitter: twitter.com/robonnMORE ABOUT CO:DEFINERY:Website: codefinery.comBook: Market of One

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 experimentationMORE ABOUT TYLER:LinkedIn: linkedin.com/in/tylerturnbullWebsite: fcb.comHOST SOCIALS:LinkedIn: linkedin.com/in/robinbonnTwitter: twitter.com/robonnMORE ABOUT CO:DEFINERY:Website: codefinery.comBook: Market of OneMentioned 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. Market Of One Landing Page

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 partnershipsMORE ABOUT ZIHLA:LinkedIn: linkedin.com/in/zihlaWebsite: yesandagency.comHOST SOCIALS:LinkedIn: linkedin.com/in/robinbonnTwitter: twitter.com/robonnMORE ABOUT CO:DEFINERY:Website: codefinery.comBook: Market of OneMentioned 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. Market Of One Landing Page

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-suiteMORE ABOUT JARROD:LinkedIn: linkedin.com/in/jarrod-mosesWebsite: uegworldwide.com/HOST SOCIALS:LinkedIn: linkedin.com/in/robinbonnTwitter: twitter.com/robonnMORE ABOUT CO:DEFINERY:Website: codefinery.comBook: Market of OneMentioned 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. Market Of One Landing Page

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 impactMORE ABOUT LOREN:LinkedIn: linkedin.com/in/loren-grossmanWebsite: publicisgroupe.com/frHOST SOCIALS:LinkedIn:  linkedin.com/in/robinbonnTwitter: twitter.com/robonnMORE ABOUT CO:DEFINERY:Site: codefinery.comBook: Market of One

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 convictionMORE ABOUT HALEY:LinkedIn: linkedin.com/in/hihaleyhunterWebsite: partyland.coHOST SOCIALS:LinkedIn:  linkedin.com/in/robinbonnTwitter: twitter.com/robonnMORE ABOUT CO:DEFINERY:Site: codefinery.comBook: Market of OneMentioned 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. Market Of One Landing Page

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 revolutionMORE ABOUT JAIME & LISA:LinkedIn: linkedin.com/in/hellojaimerobinsonLinkedIn: linkedin.com/in/lisaclunieWebsite: joancreative.comHOST SOCIALS:LinkedIn:  linkedin.com/in/robinbonnTwitter: twitter.com/robonnMORE ABOUT CO:DEFINERY:Site: codefinery.comBook: Market of OneMentioned 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. Market Of One Landing Page

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 humanityMORE ABOUT ANDREW:LinkedIn: linkedin.com/in/andrewswinandWebsite: inspiredthinking.groupHOST SOCIALS:LinkedIn:  linkedin.com/in/robinbonnTwitter: twitter.com/robonnMORE ABOUT CO:DEFINERY:Site: codefinery.comBook: Market of One

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 admitMORE ABOUT JOHN:LinkedIn: linkedin.com/in/netharrisWebsite: worldwidepartners.comHOST SOCIALS:LinkedIn:  linkedin.com/in/robinbonnTwitter: twitter.com/robonnMORE ABOUT CO:DEFINERY:Site: codefinery.comBook: Market of One

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-martinWebsite: bartleboglehegarty.comBBH Barn: bartleboglehegarty.com/barn2025HOST SOCIALS:LinkedIn:  linkedin.com/in/robinbonnTwitter: twitter.com/robonnMORE ABOUT CO:DEFINERY:Site: codefinery.comBook: Market of One

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 futureMORE ABOUT GUY:LinkedIn: linkedin.com/in/guywieynkWebsite: analogfolk.comHOST SOCIALS:LinkedIn:  linkedin.com/in/robinbonnTwitter: twitter.com/robonnMORE ABOUT CO:DEFINERY:Site: codefinery.comBook: Market of One

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 prosperityMORE ABOUT DIMI:LinkedIn: linkedin.com/in/dimialbersWebsite: deptagency.comHOST SOCIALS:LinkedIn:  linkedin.com/in/robinbonnTwitter: twitter.com/robonnMORE ABOUT CO:DEFINERY:Site: codefinery.comBook: Market of One

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 creativityMORE ABOUT MARK:LinkedIn: linkedin.com/in/mark-figliuloWebsite: figagency.comHOST SOCIALS:LinkedIn: linkedin.com/in/robinbonnTwitter: twitter.com/robonnMORE ABOUT CO:DEFINERY:codefinery.comMarket of One

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 planningMORE ABOUT RANIA:LinkedIn: linkedin.com/in/rania-robinsonWebsite: quietstorm.co.ukHOST SOCIALS:LinkedIn:  linkedin.com/in/robinbonnTwitter: twitter.com/robonnMORE ABOUT CO:DEFINERY:codefinery.comMarket of One

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 disruptionMORE ABOUT LUKE:LinkedIn: linkedin.com/in/lukesmithcroudWebsite: croud.com/en-gbHOST SOCIALS:Linkedin:  linkedin.com/in/robinbonnTwitter: twitter.com/robonnMORE ABOUT CO:DEFINERY:codefinery.comMarket of One

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 fromMORE ABOUT RICHARD:LinkedIn: linkedin.com/in/richard-morrisWebsite: ipgmediabrands.comHOST SOCIALS:LinkedIn:  linkedin.com/in/robinbonnTwitter: twitter.com/robonnMORE ABOUT CO:DEFINERY:codefinery.comMarket of One

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 handsMORE ABOUT TESA:LinkedIn: linkedin.com/in/tesaaragonesWebsite: akqa.comHOST SOCIALS:LinkedIn:  linkedin.com/in/robinbonnTwitter: twitter.com/robonnMORE ABOUT CO:DEFINERY:codefinery.comMentioned in this episode:Market of One - How Your Agency Can Rewrite the Rules and Create a Lasting Competitive Advantage - A book by Robin Bonn 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. Market Of One Landing Page

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 networkMORE ABOUT VALERIE:LinkedIn: linkedin.com/in/valeriebeauchampHOST SOCIALS:LinkedIn:  linkedin.com/in/robinbonnTwitter: twitter.com/robonnMORE ABOUT CO:DEFINERY:codefinery.comMentioned in this episode:Market of One - How Your Agency Can Rewrite the Rules and Create a Lasting Competitive Advantage - A book by Robin Bonn 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. Market Of One Landing Page

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 roleMORE ABOUT ARMANDO:LinkedIn: linkedin.com/in/armandoturcoInstagram: instagram.com/mojosupermarketHOST SOCIALS:LinkedIn:  linkedin.com/in/robinbonnTwitter: twitter.com/robonnMORE ABOUT CO:DEFINERY:codefinery.comMentioned in this episode:Market of One - How Your Agency Can Rewrite the Rules and Create a Lasting Competitive Advantage - A book by Robin Bonn 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. Market Of One Landing Page