Agency Business #56: Rethinking the creative agency model, with FIG’s Judith Carr-Rodriguez
Feb 2, 2026
Judith Carr-Rodriguez, CEO and partner at independent creative agency FIG, brings experience in integrated brand storytelling and long-term client relationships. She discusses why small senior teams are winning, FIG’s controlled growth and selective new-business approach, the agency’s storytelling-first model, and the StoryData system for analyzing creative at scale.
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Creative Is The Primary Growth Lever
- Judith argues creative is the single most important lever for driving sales and growth, outweighing media spend and reputation.
- FIG positions itself as an integrated creative storyteller for the information age focused on digital and social execution.
Clients Prefer Small Senior Teams
- Judith says client demand has shifted toward small senior teams rather than large pyramidal agencies.
- She argues the old large-agency model is increasingly irrelevant for many clients.
Choose Impact Over Headcount
- FIG accepts controlled growth and prioritizes impact over headcount expansion.
- Judith advises focusing on scaling capabilities and client impact rather than people for growth's sake.