Agency Business

Paul Venables, founder and chairman of the San Francisco creative agency Venables Bell & Partners, shares insights on maintaining agency independence and his mantra of 'doing right by people.' He discusses the importance of hiring for cultural fit and how VB&P evaluates client chemistry, even turning down business when it doesn't align. Paul highlights the agency's innovative use of AI in production and the belief that growth isn't the only goal—stability and culture matter too. Finally, he reflects on the impact of San Francisco's evolving creative scene.

Robin Bonn, founder and CEO of Co:definery, specializes in repositioning agencies and is also the host of The Immortal Life of Agencies. He delves into the common confusion between positioning and branding, emphasizing that true differentiation runs deeper. Bonn discusses how independent agencies can leverage scale and cautions against the dangers of sameness. He explores how AI is transforming agency business models and stresses the importance of culture in determining long-term success. For Bonn, being truly differentiated means more than just a catchy tagline.

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.

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.

In this discussion, Luz Corona, the Editor of Campaign US, reveals her insights into the advertising agency landscape. She highlights the surge of independent agencies as they challenge traditional holding companies, emphasizing personalization and transparency. The conversation turns to AI's transformative effects on staffing and creative processes. Luz also identifies sports marketing as the next frontier for growth, where both indie firms and holding companies vie for attention. Finally, she delves into the latest agency news and what it means for the future of the industry.

In this discussion, Geoff Northcott, CEO of AKQA in EMEA, shares his insights from 18 years at the creative-tech crossroads. He dives into the agency's evolution amidst leadership changes and WPP integration, revealing how AI is reshaping client services and staffing models. Geoff highlights the delicate balance between autonomy and scale in creative agencies and the importance of training and partnerships in leveraging new technologies. He also touches on political dynamics impacting cross-border talent and the implications for the advertising industry.

James Dale, CEO of Sine Group and Sine Digital, shares his unconventional journey from musician to digital agency leader in live entertainment. He discusses the challenges artists face in the streaming era, emphasizing data ownership and performance marketing. Dale reveals how Sine Digital grew rapidly by focusing on niche services for Broadway and West End productions. He also examines the industry's volatility, managing talent during sudden show closures, and the importance of specialized strategies in a competitive landscape.

Pedro Lerma, CEO and founder of LERMA/, shares his remarkable journey from selling radio spots to leading a top independent agency. He dives into the importance of multicultural marketing and introduces the concept of 'cultural fluency' to help brands connect with diverse communities without losing legacy customers. Pedro discusses the challenges of running an independent agency in today's politically charged climate and reflects on how his experiences at The Richards Group shaped his approach to inclusivity and client relations.

Kat Ott, President of Havas Chicago and former professional ballerina, shares her unique journey into advertising. She discusses how mid-size agencies like hers can adapt swiftly in a competitive market. Kat dives into the process of winning major pitches and the importance of strong agency-client relationships. The conversation touches on the evolving role of marketers, the integration of media and creative strategies, and the impact of AI in the industry. Her insights reveal how agility and collaboration revolutionize agency operations.

Chad Maxwell, President of Kelly Scott Madison, brings a unique perspective to advertising, rooted in his background in anthropology. He discusses how understanding human behavior shapes hiring and client strategies. Maxwell also delves into the agency's balance between independence and partnerships in the creative realm, as well as the impact of geography on staffing and client interactions. He emphasizes the importance of relationships over budgets when navigating platform support, shedding light on the agency's approach to growth and culture.