The Immortal Life of Agencies JOAN's co-founders: Building modern legends – Jaime Robinson & Lisa Clunie
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Oct 14, 2025 
Jaime Robinson and Lisa Clunie, co-founders of creative agency JOAN, share insights on building 'modern legends' in the branding world. They discuss the golden age of creativity and how disruption is reshaping talent models. Topics include the importance of a strong client-agency fit, the evolving definition of creativity that embraces technology, and the role of AI in fostering innovative leadership. They also highlight the power of mentorship and the potential for pitches to become experimental playgrounds for fresh ideas.
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Modern Legends: Strategy Meets Culture
- Modern Legends fuse classic brand rigour with modern audience-first execution.
- Jaime Robinson and Lisa Clunie coined it to bridge big-agency strategy and culture-agency execution.
Decline Surface-Level Projects
- Avoid clients who want only a surface refresh or the same old approach.
- Do only take briefs where the brand is willing to modernize and commit to transformational change.
Roots Beat Trendiness
- Deep brand foundations protect modern brands from fast disruption.
- JOAN seeks the brand's soul to build long-term differentiating platforms, not momentary tricks.
