Agency Business

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.

Andrew Cohen, CEO of St. Louis creative agency Moosylvania, built the firm on senior talent, continuity, and hybrid culture. He shares the agency’s origin story and family roots. Conversations cover prioritizing seasoned teams over junior scale, balancing in-house production with outsourcing, Midwest advantage for national work, and growth-focused reinvestment in people and products.

Dean Broadhead, founder of the independent agency Broadhead, shares insights from his 25 years in marketing. He discusses the agency's shift towards AI, highlighting their innovative staff-led GPT development called Butter. Dean advocates for a 'Stop Making Shoes' mindset, prioritizing strategy and creativity over production. He elaborates on their proprietary AI products and the importance of keeping media in-house. The conversation touches on the competitive landscape and the value of creativity against execution in building client relationships.

Jeremy Heilpern, CEO of Atlanta-based agency Ammunition, shares insights on agency strategy and the evolving landscape of marketing. He discusses how Ammunition transitioned from a digital focus to a full-service agency, integrating AI for enhanced production efficiency. Jeremy emphasizes the importance of charging for value, not just hours, and explains his approach to capital allocation through opportunistic acquisitions. He highlights the significance of 'heart' in agency work and how genuine client commitment can set independents apart.

Ian Whittaker, former media and tech equity analyst and founder of Lipty Sky Advisors, dives into the future of the advertising landscape. He explores how macroeconomic and geopolitical trends will shape agency strategies by 2026. Whittaker emphasizes the urgent need for agencies to adapt to AI advancements and new revenue models. He predicts a positive growth outlook for major players like WPP while also highlighting challenges faced by Dentsu. The discussion concludes with a call for creative leaders to demonstrate financial value, boosting agency confidence.

Mollie Rosen, President of Member Experience at the 4As, delves into the 2026 Look Ahead report, highlighting two divergent paths for agencies: tech-driven platforms or creativity-led partnerships. She discusses the tension AI creates within agencies and the urgent need for adoption among independents. Mollie also addresses outdated compensation models that hinder innovation and the importance of evolving billing practices. With insights on offshoring trends and succession planning, she underscores the critical shifts agencies must embrace to thrive.

Amanda Forgione, CEO of Morrison, shares her insights from her 25-year journey in an independent agency with deep family roots in advertising. She discusses how AI disrupts traditional practices and the necessity of a flexible, people-first model in agency management. Amanda highlights the importance of senior access, cautious budgeting, and the value of creativity with limited resources. She emphasizes the enduring relevance of PR and the rise of female leadership, while contrasting the independence of agencies with larger corporate structures.

Steve and Robin Boehler, co-founders of Mercer Island Group, dive into the recent upheaval at Omnicom, shedding light on the closure of legacy creative agencies and the challenges large networks face. They discuss how industry consolidation fosters client anxiety and the decline of brand distinctiveness. The Boehlers emphasize the implications for talent and pricing in this turbulent landscape. They also preview their upcoming book, sharing insights on agency positioning and winning strategies in a changing market.

Dooley Tombras, President of the family-owned Tombras agency, shares insights on navigating the advertising landscape. He highlights the importance of independence in fostering long-term investments in AI and first-party data. Dooley discusses their unique hub-and-spoke staffing model that balances talent across locations like Knoxville and Buenos Aires, while maintaining cultural stability. He emphasizes how industry consolidation is attracting top talent to independent agencies, positioning them as competitive players in a shifting market.

Michael Farmer, a consultant and author with 30 years in agency economics, shares his insights on productivity challenges in agencies. He discusses how measuring work is crucial to understanding profitability and highlights the impact of excess staffing and rework. Farmer predicts AI could enhance creative productivity significantly but warns it might lead to fee compression. He emphasizes the need for agencies to reinvest AI savings into senior talent and calls for a focus on strategic growth rather than just creativity.