Rachel Huff

Founder and president of Victoire & Co., an agency search consultancy that helps CMOs and brand leaders run agency reviews and select partners; former agency-side business development and PR leader.

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Sep 29, 2025 • 41min

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

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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