The Immortal Life of Agencies

Giant Spoon’s Co-founder: How audacious ideas get made - Trevor Guthrie

Feb 11, 2025

36:15

Have you ever attached a 270-foot dragon to the top of the Empire State Building? No, me neither.

And how do your most audacious ideas make it into the world - especially if your agency doesn’t offer clients the reassurance of a readymade creative reputation?

To explore that question, today’s guest on The Immortal Life of Agencies is Trevor Guthrie, co-founder of US-based independent, Giant Spoon.

Now, of course these days Giant Spoon do have that stellar reputation - as evidenced by their work for the likes of HP, Netflix and Google, not to mention their hatful of awards. But Trevor and his co-founders didn’t launch their business with that kind of track record.

He shares how his background in media and technology, as well as his commitment to collaboration and curiosity have propelled Giant Spoon’s success.

As Trevor’s insights show, you don’t need to have a storied career and a stack of Cannes Lions to get to the top of the creative tree.

HIGHLIGHTS:

[04:41] How to put a dragon on the Empire State Building

[07:30] Thinking big and breaking boundaries

[13:23] Earning your chair at the table

[17:40] Offering clients multiple front doors

[18:36] How media and creative work together

[19:30] Winning trust through creativity

[20:32] Collaboration over competition

[27:15] Specialists vs. generalists

[29:54] Maintaining curiosity as a secret weapon