#15: Running an Indie Creative Powerhouse, With Joan’s Lisa Clunie

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Mar 31, 2025

Lisa Clunie, co-founder and CEO of JOAN, a pioneering independent creative firm, shares her journey from New York to Berlin and London. She discusses the innovative production and influencer marketing strategies that keep JOAN agile and values-driven. Lisa highlights the need for integration across creative and media functions to navigate today's complex marketing landscape. The conversation also delves into how companies can balance ambition with client needs, especially amidst geopolitical tensions and the evolving demands of creative agency models.

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ANECDOTE

Lisa's Diverse Background

Lisa Clunie left advertising to pursue a fashion label and animation company.
These experiences converged to inform her leadership at Joan.

INSIGHT

Production Model Shift

The need for faster, more affordable content production drove changes in production models.
Traditional methods became too slow and costly for the increased content demands.

INSIGHT

Production Studio as Financial Stabilizer

Joan's production studio offers a stable income stream alongside the agency's fluctuating revenue.
This diversified approach mitigates risk and allows for greater financial stability.

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Lisa Clunie, co-founder and CEO of JOAN joins co-hosts Olivia Morley and Brian Wieser to talk about what it takes to build and lead a modern independent agency.

From JOAN's origins in New York to its expansion into Berlin and London, Lisa shares how the company has evolved into a multi-faceted creative firm—with an advertising agency, production studio, and influencer arm—all while staying founder-owned and values-driven.

Lisa discusses the financial logic behind JOAN's production studio, how influencer marketing is diversifying beyond the “tonnage” model, and why integration across functions like creative, media, influencer, and social allows the agency to move with both agility and intention. She also explains how JOAN navigates resource allocation without external investors and how its growth decisions are often shaped by client needs and opportunity—not just ambition.

Plus, Olivia, Brian, and Lisa explore how holding companies are grappling with geopolitical and cultural tensions, what recent earnings reports from S4 Capital and M&C Saatchi suggest about agency performance, and why some agencies might regret playing it safe when it comes to their values.

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Agency Business works with sponsors, but it’s not pay-to-play. We consider guests who are decision-makers at the highest level of their agencies. We’d love to feature more women and leaders of color—if that's you or someone you know, please reach out:

📩 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 media manager Jessie Holder explore how brands are shaping Hollywood.

A Note From Our Sponsor

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