The Immortal Life of Agencies

Today’s guest is James Townsend — CEO EMEA at Stagwell and also CEO of their Brand Performance Network. Stagwell is now a multi-billion dollar challenger to the established agency HoldCo.s, so how are they approaching growth differently to their competitors? In a word: adaptation — by embracing the evolving needs of modern clients. James describes how Stagwell’s digital-first structure aims to be the ‘Goldilocks’ of holding companies — that ‘just right’ size between up-scale indies and the more established HoldCo.s. He talks about combining creatives, strategists and over 1,500 engineers to focus on solving real-world client problems. And he’s got strong views on why some agencies get stuck in the past and how to avoid it.James also shares how Stagwell approached performance-based pricing, what he’s learnt from rivals like Publicis and Accenture, as well as how they cultivate their entrepreneurial spirit while scaling globally.HIGHLIGHTS [01:55] Building a ‘just-right’ sized agency[06:30] Choosing your clients [08:06] Listening to the market [11:21] Learning from mistakes [16:49] Changing how agencies get paid[21:44] Client-centricity in practice[22:37] The importance of traditional account handling[24:11] Learning from the big players[26:23] Focusing on business outcomes [30:48] Reasons to be optimisticMORE ABOUT JAMES:LinkedIn: linkedin.com/in/james-townsend-7329076/Website: stagwellglobal.comMENTIONED IN THIS EPISODE: Project Spring: wfanet.org/leadership/project-springHOST SOCIALS:Linkedin:  linkedin.com/in/robinbonnTwitter: twitter.com/robonnMORE ABOUT CO:DEFINERY:codefinery.com

This episode features Nils Leonard, Co-Founder of Uncommon Creative Studio – one of the world’s most influential creative forces right now.It’s a searingly honest conversation about what it means to matter - as an individual, a creative, an agency, and as a citizen of the world.Nils unpacks why many agencies have a broken relationship with success - and why even for a high-profile creative, it’s really not about the work. From an industry perspective, he argues that there’s an even bigger prize to focus on.We also explore Nils’ perspective on the role of conviction and guiding beliefs, not least how they improve the likelihood that your agency will be a success. As he puts it, every moment is a chance to do something different, to believe in yourself and to achieve great things.If you want your agency to really stand for something, this one’s for you.HIGHLIGHTS:[02:12] Launching an agency with nothing but belief[04:40] Becoming a reference point[09:00] Don’t let the work do all the talking[12:55] Winning briefs that actually matter[18:16] Your work evidences your beliefs[24:30] Why AI is a gift for creativity[27:41] How creatives are building their own brands[29:39] Choosing to make things that matter[35:13] Every moment is a chanceMORE ABOUT NILS:Linkedin: linkedin.com/in/nils-leonardWebsite: uncommon.studio/HOST SOCIALS:Linkedin:  linkedin.com/in/robinbonn  Twitter: twitter.com/robonnMORE ABOUT CO:DEFINERY:codefinery.com

From President to Presidency, Conrad shares his journey - from chasing Barack Obama around Virginia, to taking the reins at Grey London. He describes the importance of balancing intuition with evidence - an essential skill when balancing change with heritage at Grey over the last 12 months. We dive into value propositions and what makes them succeed, particularly how they become insular and indulgent if they lack jeopardy or anything meaningful for clients to buy into. Conrad also explores the stagnation of the agency business model, strongly advocating for a change in how agencies show-up for clients; to better assert value by redefining what it is we mean when we talk about creativity.HIGHLIGHTS:[02:09] Chasing Barack Obama around rural Virginia [07:06] How to make make better decisions[11:50] Why vision really matters[15:17] Acting on hunches[20:32] What ‘Famously Effective’ really means for Grey[25:14] Making agency propositions feel real[27:39] The problem with agency pricing[29:13] AI and demonstrating value[33:06] The impact of creativity on business MORE ABOUT CONRAD:Linkedin: linkedin.com/in/conrad-personsWebsite: grey.comHow AI Will Disrupt Agency Compensation Models:www.mxpiq.com/how-ai-will-disrupt-agency-compensation-models/HOST SOCIALS:Linkedin:  linkedin.com/in/robinbonn  Twitter: twitter.com/robonnMORE ABOUT CO:DEFINERY:codefinery.com

Today’s guest is Toby Southgate, newly appointed Global CEO of We Are Social, and this episode is a real treat. Few leaders advocate so vocally for our industry as a whole, or - as you’ll hear - have such a refreshing perspective on their competitive set. Toby shares his perspective on what agencies are getting wrong when it comes to differentiation - from bloated service offerings and overused buzzwords, to why ‘the work’ isn’t what wins clients’ hearts and minds. He also describes how optimism and empowerment are critical ingredients for successful agency leaders - especially given the fragility of creative cultures and the constraints of the modern marketplace. HIGHLIGHTS:[01:52] Defining a ‘creative’ business[03:30] How to make the whole industry stronger[07:12] Why the agency market isn’t oversupplied[11:43] Building a meaningful value proposition[14:41] How leadership can energise agency teams[21:22] Balancing change and stability[24:57] Getting the right people on board[32:10] Letting people do what they do best[38:46] Keeping talent happy and engagedMORE ABOUT TOBY:Linkedin: linkedin.com/in/toby-southgateWebsite: www.wearesocial.comHOST SOCIALS:Linkedin:  linkedin.com/in/robinbonn  Twitter: twitter.com/robonnMORE ABOUT CO:DEFINERY:codefinery.com

Burnout is everywhere. And let’s be honest – agency life isn’t helping. The pressure’s relentless, deadlines never stop and somehow you're just supposed to keep going. So how can you avoid running yourself and your team into the ground?Bianca Best is the Global Growth Officer at Performics – the performance marketing arm of Publicis Media. She’s also the founder of The Burnout Business and the author of Big Impact Without Burnout (out March 11). In this episode of The Immortal Life of Agencies, Bianca lifts the lid on why burnout is hitting our industry so hard – and more importantly, how to stop it in its tracks. As well as shocking stats (63% of us are thinking about quitting), she offers practical advice to help you keep your energy up and your stress levels down.From spotting the warning signs to calling out toxic work cultures, Bianca focuses on the things that leaders and individuals can actually change. Because let’s face it – offering your team a free meditation app isn’t going to fix this mess. HIGHLIGHTS: [02:52] From startup life to agency leadership[08:38] Why agency burnout keeps getting worse[10:31] The shocking burnout stats you need to know[12:56] Why young people don’t want to become leaders[14:33] How burnout skews towards women[16:07] Corporate responsibility vs. individual responsibility[21:11] Why ‘doing it all’ isn’t the goal[24:59] How to spot burnout before it’s too late[31:19] Helping junior talent avoid burnout[36:21] How leaders can change the conversation about wellbeing MORE ABOUT BIANCALinkedin: linkedin.com/in/biancabestMore on ‘Big Impact Without Burnout’: biancabest.com(Use code BIWB25 for 25% off via Watkins - UK only, sorry!)HOST SOCIALS:Linkedin:  linkedin.com/in/robinbonn  Twitter: twitter.com/robonnMORE ABOUT CO:DEFINERY:codefinery.com

Have you ever attached a 270-foot dragon to the top of the Empire State Building? No, me neither. And how do your most audacious ideas make it into the world - especially if your agency doesn’t offer clients the reassurance of a readymade creative reputation? To explore that question, today’s guest on The Immortal Life of Agencies is Trevor Guthrie, co-founder of US-based independent, Giant Spoon. Now, of course these days Giant Spoon do have that stellar reputation - as evidenced by their work for the likes of HP, Netflix and Google, not to mention their hatful of awards. But Trevor and his co-founders didn’t launch their business with that kind of track record. He shares how his background in media and technology, as well as his commitment to collaboration and curiosity have propelled Giant Spoon’s success. As Trevor’s insights show, you don’t need to have a storied career and a stack of Cannes Lions to get to the top of the creative tree. HIGHLIGHTS:[04:41] How to put a dragon on the Empire State Building[07:30] Thinking big and breaking boundaries[13:23] Earning your chair at the table[17:40] Offering clients multiple front doors[18:36] How media and creative work together[19:30] Winning trust through creativity[20:32] Collaboration over competition[27:15] Specialists vs. generalists[29:54] Maintaining curiosity as a secret weaponMORE ABOUT TREVOR:Linkedin: linkedin.com/in/trevor-guthrieWebsite: giantspoon.comHOST SOCIALS:Linkedin:  linkedin.com/in/robinbonn  Twitter: twitter.com/robonnMORE ABOUT CO:DEFINERY:codefinery.com

Today’s guest is Ruud Wanck, CEO of Candid - who describe themselves as ‘next generation holding company’. Candid’s offering has been specifically designed to address the defining challenge for modern clients - the twin needs for specialisation and integration. Ruud shares how he’s consolidated his group into three core offerings - brand, communications and media. And by removing so much complexity, Candid claims to be the first player to truly break down the silos in our industry.His clarity is compelling. While so many agency groups are wrestling with their strategy, Ruud has a very specific take on what his agency CEOs remain responsible for and what is handled centrally. He also explores the importance of maintaining each agency's culture and independence, as well as how his growth strategy is driven purely by client needs. And yes, for fans of British humour, we DO talk about his name. HIGHLIGHTS: [02:14] Ricky Gervais and THAT Tweet[03:21] Where specialisation meets integration[09:59] Empowering CEOs to lead[13:30] Maintaining cultures across a holding company[17:16] Making agency mergers simpler [20:14] Expanding Candid’s reach [23:22] Avoiding the hard sell[27:26] Driving growth via client needs[29:49] Celebrating opportunityMORE ABOUT RUUD:LinkedIn: linkedin.com/in/rudiger-wanckWebsite: candidplatform.comHOST SOCIALS:Linkedin:  linkedin.com/in/robinbonnTwitter: twitter.com/robonnMORE ABOUT CO:DEFINERY:codefinery.com

This episode features Omid Farhang, co-founder and CEO of Majority - Adweek's newly crowned Multicultural Agency of the Year. This is a fascinating insight into how one man very consciously transitioned from insecurity to market leadership. From starting a podcast that became his personal 'business school curriculum', to purposefully connecting with the CMOs he most admired, Omid shares how Majority has redefined ‘multicultural’ from marginal to mainstream. As he puts it, "Beyoncé doesn’t make a different album for black people and white people. Why do agencies?"He also describes why it’s so important to dismantle formality in client relationships and why he encourages his team to have a very specific kind of 'bad meeting'. Omid also beautifully fulfils the show’s promise of optimism - seeing creative problem solvers as his ultimate source of positivity, and how independent agencies are raising the creative bar for everyone, including network shops. HIGHLIGHTS: [03:26] The difference between being ‘multicultural’ and ‘for the culture’[06:51] How a podcast became Omid’s business school[10:56] Cracking the CMO code[12:07] How formality harms clients relationships[14:44] When fear is justified [16:52] The two kinds of bad meetings[19:19] Breaking out of the multicultural niche[22:38] Diversity isn’t a risk management strategy [26:22] Why small agencies are thriving right now[29:00] How bureaucracy gets in the way[31:56] The hopefulness of creativityMORE ABOUT OMID:Linkedin: linkedin.com/in/omid-farhangWebsite: majorityagency.comHOST SOCIALS:Linkedin:  linkedin.com/in/robinbonn  Twitter: twitter.com/robonnMORE ABOUT CO:DEFINERY:codefinery.com

“Running an agency is like doing a jigsaw with some of the pieces missing.”How’s that for candour from GroupM’s EMEA’s CEO Josh Krichefski? This conversation unpacks the joys and challenges of running an agency of international scale - from the inevitable cycle of client wins and client losses, to the increasingly transformational needs of modern clients. Josh also offers his perspective on the trends reshaping the industry, including how AI is enhancing efficiency, redefining agency operations and emphasising the importance of human creativity and intelligence. In his other role, as President of the IPA, Josh has made mental health central to his agenda. He shares his perspective on therapy, resilience and open communication. In particular, he explains how agency differentiation and new technologies can positively impact wellbeing as the industry evolves. HIGHLIGHTS:[02:16] How the industry is in fast-forward[06:30] Why AI is only part of the solution to pressure on agencies[08:59] The impact of AI on the billable hour [09:50] Becoming more client-driven at group level[15:05] The impact of losing long-term clients [16:40] What clients are increasingly demanding from agencies[20:20] Differentiating on people vs data[24:02] What agencies still need to figure out on wellbeing [28:35] Connecting differentiation, winning and mental health[30:34] Taking the pain out of agency lifeMORE ABOUT JOSH:Linkedin: linkedin.com/in/josh-krichefskiWebsite: groupm.comHOST SOCIALS:Linkedin: linkedin.com/in/robinbonn  Twitter: twitter.com/robonnMORE ABOUT CO:DEFINERY:codefinery.com

“The best way to win the game is by not playing the game.” How’s that for a hot take on the agency business? It’s from Mischief’s fascinating and thoughtful Chief Creative Officer, Greg Hahn. In this episode, we unpack just how pervasive fear has become in the agency business - including where it shows up and what to do about it. In a world where agencies have become so meek, he’s even heard clients say that their agencies are afraid of them. Clearly this is not the path to good work.This leads to what Greg calls ‘malicious obedience’ - where fearful agencies prioritize clients’ immediate wants over their long-term needs. Since co-founding Mischief just four years ago, no wonder he’s worked hard to create a culture of safety. That goes a long way to explaining how they’ve created such impressive results in such a short time. HIGHLIGHTS:[02:05] Client Needs vs. Client Wants [04:40] How the Pandemic changed Client/Agency Dynamics[08:07] Freedom and Responsibility[13:03] Building a Culture of Safety [16:06] Charging Clients and Valuing Senior Talent [27:20] Fear in the Creative Process [30:45] Advice for Young Creatives[32:06] Balancing Work and Life [38:19] The Future of AgenciesMORE ABOUT GREG:Linkedin: linkedin.com/in/greghahnWebsite: mischiefusa.com/HOST SOCIALS:Linkedin - linkedin.com/in/robinbonn  Twitter - twitter.com/robonnMORE ABOUT CO:DEFINERY:codefinery.com