Agency Business #41: Inside Allen & Gerritsen: Andrew Graff on leading an independent agency and creative growth
10 snips
Oct 6, 2025 Andrew Graff, CEO of Boston's Allen & Gerritsen, combines his expertise in behavioral science with creativity to drive success. He shares insights on fostering a curiosity-driven culture and the importance of hiring talent from psychology and social sciences. Graff discusses the balance between data and creativity, partnerships for independence, and the competitive edge curiosity brings to agencies. He also touches on how AI can enhance efficiency while preserving originality, and the increasing growth of independent agencies over larger holding companies.
AI Snips
Chapters
Transcript
Episode notes
Independent Roots, Enduring Idea Focus
- Allen & Gerritsen roots blend tech origins with consumer brand focus to extend idea longevity.
- The agency measures ideas by asking "and then what?" to test staying power and audience connection.
From Tech Startups To Consumer 'Zag'
- A&G started with tech clients and later 'zagged' to consumer brands applying tech thinking.
- That shift let them apply startup innovation to sectors like financial services and retail.
Use A Collective Rather Than Big Upfront Bets
- Collaborate with a collective of independent specialists rather than building every capability in-house.
- Tap partner superpowers to stay flexible and avoid oversized upfront investments clients won't pay for.