The Immortal Life of Agencies

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

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-greenWebsite: ipa.co.ukMENTIONED IN THIS EPISODE: Robin’s book: Market of OneHOST SOCIALS:Linkedin:  linkedin.com/in/robinbonnTwitter: twitter.com/robonnMORE ABOUT CO:DEFINERY:codefinery.com

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 choicesMORE ABOUT MAUREEN:LinkedIn: linkedin.com/in/maureen-falveyWebsite: mfalveycoaching.comMENTIONED IN THIS EPISODE: Project Spring: wfanet.org/leadership/project-springHOST SOCIALS:Linkedin:  linkedin.com/in/robinbonnTwitter: twitter.com/robonnMORE ABOUT CO:DEFINERY:codefinery.commarketofone.agency

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 cultureMORE ABOUT ALLEN:LinkedIn: linkedin.com/in/allenadamsonWebsite: metaforce.comAllen’s books: Amazon author pageHOST SOCIALS:Linkedin:  linkedin.com/in/robinbonnTwitter: twitter.com/robonnMORE ABOUT CO:DEFINERY:codefinery.com

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 advantageMORE ABOUT MICHAELLinkedin: linkedin.com/in/michaelolayeWebsite: hugeinc.comHOST SOCIALS:Linkedin:  linkedin.com/in/robinbonnTwitter: twitter.com/robonnMORE ABOUT CO:DEFINERY:codefinery.com

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 revolutionMORE ABOUT MATT:LinkedIn: linkedin.com/in/mattmcneanyHOST SOCIALS:Linkedin:  linkedin.com/in/robinbonnTwitter: twitter.com/robonnMORE ABOUT CO:DEFINERY:codefinery.com

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 matchesMORE ABOUT LISA:Linkedin: linkedin.com/in/lisa-colantuono-aarWebsite: aarpartners.comMENTIONED IN THE EPISODE:AAR IRL: linkedin.com/posts/lisa-colantuono-aar_aarirlHOST SOCIALS:Linkedin:  linkedin.com/in/robinbonnTwitter: twitter.com/robonnMORE ABOUT CO:DEFINERY:codefinery.com

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 changeMORE ABOUT ERIC:LinkedIn: linkedin.com/in/eric-zuncic-3536bb1aWebsite: forsman.comHOST SOCIALS:LinkedIn: linkedin.com/in/robinbonnTwitter: twitter.com/robonnMORE ABOUT CO:DEFINERY:codefinery.com

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 greatMORE ABOUT HOLLY:LinkedIn: linkedin.com/in/holly-maguireWebsite: designbridge.comHOST SOCIALS:Linkedin:  linkedin.com/in/robinbonnTwitter: twitter.com/robonnMORE ABOUT CO:DEFINERY:codefinery.com