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.