The secret to great creative work isn’t just the idea — it’s knowing how to get there. Toby Wilkinson, co-founder of Ask Us For Ideas, has spent the last decade helping brands navigate the messy world of agencies, briefs, and creative partnerships to make the process smoother, smarter, and more successful.

What You'll Learn

• Why choosing the right agency is just as important as the creative work itself


• How to align your team internally before starting the agency selection process


• The “head and heart” test for evaluating agency fit


• Common red flags and relationship pitfalls to watch for


• How to leverage agency networks and insights to make smarter selections

Episode Chapters

(00:00 ) Intro

(00:30 ) Welcome Toby Wilkinson

(01:10 ) The story behind Ask Us For Ideas

(04:18 ) Defining the perfect agency fit

(08:40 ) The agency selection process step by step

(12:07 ) Red flags in agency relationships

(17:25 ) Navigating a shifting agency landscape

(21:17 ) Favorite success stories and brands that inspire

Toby Wilkinson is the co-founder of Ask Us For Ideas (AUFI), a company dedicated to helping brands find the right creative partners. Over the last decade, he has connected more than 2,000 brands — from startups to global companies — with agencies across branding, marketing, digital, social, and more. He is passionate about creating productive, long-term partnerships between brands and agencies and shares his insights through AUFI’s website, podcast, and Substack.

What Brand Has Made Toby Smile Recently? Toby has been enjoying the meal kit delivery company Mindful Chef. He appreciates the quality of the ingredients, the variety of meals, and the shared cooking experience it brings him and his wife, making it a meaningful part of his daily routine.

Resources & Links

• Connect with Toby on LinkedIn.


• As discussed, check out the AUFI website, podcast, and Substack.

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On Brand is a part of the Marketing Podcast Network.

Until next week, I’ll see you on the Internet!

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