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:

LinkedIn: linkedin.com/in/robinbonn

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.

Market Of One Landing Page