#40: Inside agency reviews, compensation models, and AI’s impact — with Rachel Huff

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Sep 29, 2025

In this engaging conversation, Rachel Huff, founder of Victoire & Co., shares her expertise on agency search consulting, emphasizing the shift towards specialist partners. She discusses how AI is transforming agency roles and budgets, cautioning against exaggerated claims by agencies. Rachel highlights the importance of transparency and the demand for flexible compensation models. With insights on varying client needs from Fortune 100 firms to nonprofits, she reveals that CMOs increasingly prioritize solving business problems over flashy creative.

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ANECDOTE

Rachel's Shift From PR To Search Consulting

Rachel moved from agency-side PR and biz-dev into agency search consulting with Victoire & Co.
She pivoted away from agency-side work to avoid conflicts and serve brands exclusively.

INSIGHT

Clients Vary Widely In AI Readiness

Companies sit on a wide AI adoption spectrum, from bans to wholesale embrace.
That variation forces agencies to tailor capabilities and proof to each client's AI stance.

ADVICE

Require Proof For AI Claims

Ask agencies for proof, not promises, when they claim AI capabilities.
Demand concrete examples and outcomes before trusting wide-ranging AI claims.

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Welcome to Agency Business.

Olivia and Brian interview Rachel Huff, founder of Victoire & Co. and a leading agency search consultant. Rachel works with CMOs and brand leaders to run agency reviews and has a clear view of what clients actually value when choosing partners.

She explains how brand marketers approach agency search and compensation models, and why many are leaning toward specialist partners rather than 'one-stop-shops'. Rachel also unpacks how AI is showing up in creative scopes of work, how client budgets are shifting, and why clarity and transparency in positioning matter more than ever for agencies.

We hit on the tension between doing more for less, the pitfalls of agencies claiming they can do everything, and what differentiates firms that win reviews. Rachel also shares how client needs vary across sectors, from Fortune 100 companies to nonprofits, and why business problem-solving — not splashy creative alone — is what CMOs demand.

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