#41: Inside Allen & Gerritsen: Andrew Graff on leading an independent agency and creative growth
Description
Welcome to Agency Business.
Olivia and Brian interview Andrew Graff, CEO of Boston-based independent agency Allen & Gerritsen (A&G). Under Andrew’s leadership, A&G has built a behavioral-science approach to creativity, focused on what drives human decision-making.
Andrew explains why curiosity is essential to leadership, and why he calls himself a “chief executive intern.” He discusses A&G’s collaborative model for independence, its balance between data and behavioral insight, and how hiring talent from psychology, social sciences, and data helps fuel creative thinking.
We hit on why curiosity keeps independents competitive, how culture sustains long-term growth, and what it means to “zag” toward consumer brands while borrowing lessons from tech.
In News of the Week:
- Havas and Horizon form Horizon Global to achieve international reach.
- Madison and Wall data show independents growing faster than holding companies, perhaps driven by in-housing and selective partnerships.
- Pharma and healthcare reviews surge.
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Agency Business features agency CEOs and financial decision-makers alongside third party experts including agency pitch consultants. We are always accepting pitches, and are particularly interested in hearing from women and leaders of color.
📬 Pitch a guest or inquire about sponsorships:
📩 Brian at brian@madisonandwall.com
📩 Olivia at olivia@fusionfrontmedia.com
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Explore Our Other Podcasts:
📊 The Madison and Wall Podcast – Brian opens up about his latest work — plus crucial economic, financial, and industry trends.
🎬 Screen & Sponsor – Olivia & VaynerMedia's Jessie Holder explore how brands are shaping Hollywood.
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