The Immortal Life of Agencies

Jarrod Moses, Founder and Global CEO of United Entertainment Group, dives into the fascinating intersection of culture, entertainment, and marketing. He shares insights on structuring partnerships that prioritize authenticity and performance, exploring the importance of emotional connections in branding. Jarrod contrasts UEG’s people-first approach with traditional agency models, discusses the balance of power between creators and brands, and recounts discovering Rihanna. His perspective reveals the nuances of maintaining agency identity while scaling.

Today’s guest is Loren Grossman, Global Chief Strategy Officer of the ‘Solutions Group’ within Publicis Groupe – so he’s right at the centre of how the agency world is evolving.Loren describes a ‘golden age’ of impact, explaining how Publicis has built a future-facing model that goes far beyond marketing communications. From bold acquisitions like Epsilon and Sapient, to their ‘Power of One’ approach that brings every capability together, he shares how the group has worked hard to make integration really work – and how that’s fuelled their relentless new-business success with the likes of Coke and Mars. Packed with insights on leadership, culture and the real opportunities in AI and data, this conversation paints a truly optimistic picture of where agencies are headed and how to stay relevant in a rapidly changing market. HIGHLIGHTS:[02:31] Loren’s role[07:44] Reinventing HoldCo.s[09:26] How structure enables strategy[13:19] Making bold acquisitions[15:01] Integration made practical[22:53] The ‘Power of One’ in action[28:10] Partnership as a differentiator[33:05] Avoiding the AI trap[35:22] Building on CRM’s legacy[39:18] The golden era of impactMORE ABOUT LOREN:LinkedIn: linkedin.com/in/loren-grossmanWebsite: publicisgroupe.com/frHOST SOCIALS:LinkedIn:  linkedin.com/in/robinbonnTwitter: twitter.com/robonnMORE ABOUT CO:DEFINERY:Site: codefinery.comBook: Market of One

Today’s guest – for our 50th episode! – is Haley Hunter, Co-Founder of Party Land – proudly known as comedy’s greatest ad agency. In this lively conversation, Haley unpacks how humour has become a strategic superpower, not just a punchline.She shares how Party Land went from convincing clients that comedy belonged in advertising to being the go-to agency for those wanting to master it – not least Liquid Death. Haley also dives into the neuroscience behind laughter, explaining how it primes audiences for connection and recall.Beyond the creative side, she reveals how empathy, autonomy and trust fuel Party Land’s remote office set-up – and why comedy is as much about mindset as it is about craft.It’s an inspiring lesson in leading with conviction, creating a new category and finding joy in the serious business of marketing. HIGHLIGHTS:[01:57] Funny as a superpower[04:05] Making the case for comedy[11:08] Owning creative outcomes[13:17] The art of pushing just enough[16:23] Authenticity at work[17:46] Freedom and liberation[25:11] Finding the right people [29:51] Behind the laughter[33:29] The biggest risk in advertising [38:23] Leading with joy and convictionMORE ABOUT HALEY:LinkedIn: linkedin.com/in/hihaleyhunterWebsite: partyland.coHOST SOCIALS:LinkedIn:  linkedin.com/in/robinbonnTwitter: twitter.com/robonnMORE ABOUT CO:DEFINERY:Site: codefinery.comBook: Market of OneMentioned in this episode:Market of One If you are a fan of this podcast, then you'll love my new book Market of One, how Your Agency can rewrite the Rules and create a lasting competitive advantage. Sharing my experience, repositioning close to 150 agencies over the last decade. Key Highlights: - Insights from repositioning 150+ agencies - Expert contributions from industry leaders Greg Hahn, Rory Sutherland, and Nils Leonard - Strategies for deeper differentiation and increased profitability Learn how to stand out, win more business, and command premium rates. Don't miss this opportunity! Visit marketofone.agency now and unlock your agency's potential. Diagnostic Questionnaire Landing Page

Jaime Robinson and Lisa Clunie, co-founders of creative agency JOAN, share insights on building 'modern legends' in the branding world. They discuss the golden age of creativity and how disruption is reshaping talent models. Topics include the importance of a strong client-agency fit, the evolving definition of creativity that embraces technology, and the role of AI in fostering innovative leadership. They also highlight the power of mentorship and the potential for pitches to become experimental playgrounds for fresh ideas.

In this conversation, Andrew Swinand, CEO of Inspired Thinking Group and a former Publicis executive, shares insights on the fusion of AI and creativity. He discusses how AI won't replace human creativity but instead facilitates a new creative renaissance. Andrew highlights the challenges traditional agencies face in adopting AI due to the Innovator’s Dilemma. He also emphasizes the importance of operational AI in scaling content while keeping the human element in creativity intact. Expect a deep dive into the evolving landscape of content production and agency innovation.

Today’s guest is John Harris, President & CEO of Worldwide Partners Inc. With nearly a decade leading the world’s most collaborative network of independent agencies – and a prior career inside holding companies – he brings a rare balance to one of the industry’s most polarised debates.John explains indies’ undoubted ‘moment’, but also recognises the unique strengths of the holding company model. From global media buying muscle to the power of local market fluency, John unpacks where each approach adds value to clients.Along the way, he shares how CMOs are regaining influence in the boardroom, why collaboration can’t be mandated and how AI is reshaping agency models. Optimistic, practical and refreshingly honest, John offers genuine insight for agencies of all sizes.HIGHLIGHTS:[02:17] Why ‘indies vs. HoldCo.s’ isn’t helpful[06:29] The impact of local knowledge [10:46] Combining access, flexibility and partnership[17:31] Proof points over promises[19:27] From a moment to a movement[22:32] Collaboration over scale[27:47] Don't mess with culture[30:00] Disrupting production and pricing[33:49] Rise of the CMO[36:30] What clients rarely admitMORE ABOUT JOHN:LinkedIn: linkedin.com/in/netharrisWebsite: worldwidepartners.comHOST SOCIALS:LinkedIn:  linkedin.com/in/robinbonnTwitter: twitter.com/robonnMORE ABOUT CO:DEFINERY:Site: codefinery.comBook: Market of One

Today’s guest is the incomparable Karen Martin, CEO of BBH London and Dublin, and President of the IPA. Known for her infectious optimism, Karen brings a fresh perspective to how agencies can thrive in uncertain times.For her, positivity is more than just a nice-to-have – it’s a business imperative that lifts entire industries. Karen also argues that the sector is in better shape than many fear, and urges agency leaders to celebrate each other’s success more often.Karen also dives into the importance of attracting diverse new talent, why AI should be embraced rather than feared, and how BBH’s famous ‘Barn’ programme is helping the next generation of creatives cut their teeth. Along the way, she explains why she believes creativity will always be the industry’s most powerful commercial tool, and how BBH has maintained its stellar reputation for so long. HIGHLIGHTS[02:10] How energy fuels creativity[06:36] Fresh talent finds a way[10:22] Diversity unearths sharper insights[13:09] People vs AI[14:55] Earning a premium for critical thinking[17:56] Driving business impact[25:01] Partnerships formed through crisis[31:24] Creating timeless platforms[35:55] The value of competition[39:49] Breaking the rules MORE ABOUT KAREN:LinkedIn: linkedin.com/in/karen-martinWebsite: bartleboglehegarty.comBBH Barn: bartleboglehegarty.com/barn2025HOST SOCIALS:LinkedIn:  linkedin.com/in/robinbonnTwitter: twitter.com/robonnMORE ABOUT CO:DEFINERY:Site: codefinery.comBook: Market of One

Today’s guest is Guy Wieynk, Global CEO of AnalogFolk Group. This conversation is a masterclass in the business of creativity. With 17 years at AKQA, followed by a European CEO at Publicis, Guy knows how to blend scale with agility.He unpacks the shift from big ideas to ‘open ideas’, and why connecting brands to culture isn’t optional but essential. From productising services to evolving pricing models, Guy shows how agencies can deliver speed and value at scale – without sacrificing creativity.He also shares how he balances his role as Group CEO with the vision of AnalogFolk’s founders, who still play an active role in the business. If you’re curious about taking your clients on a journey towards new ways of working, this episode is full of real world insights. HIGHLIGHTS:[03:04] Inside AnalogFolk’s strategy[04:34] Lessons from AKQA and Publicis[09:15] From hamster wheel to blank canvas[14:19] The explosion of personalised content[19:54] Defining a brand’s place in culture[21:12] From campaigns to ecosystems[26:43] Balancing hours, sprints and licensing models[27:51] Taking conservative clients on a journey[28:23] Model clients actually want[35:45] How agility defines the futureMORE ABOUT GUY:LinkedIn: linkedin.com/in/guywieynkWebsite: analogfolk.comHOST SOCIALS:LinkedIn:  linkedin.com/in/robinbonnTwitter: twitter.com/robonnMORE ABOUT CO:DEFINERY:Site: codefinery.comBook: Market of One

Today’s guest is Dimi Albers, CEO of Dept – one of the new breed of fast-growth PE-backed agency groups. And if you think rapid scaling comes at the cost of culture, this conversation will prove you wrong.Dimi shares how Dept has grown from 120 people in the Netherlands to more than 4,000 across 20+ countries – all while maintaining a unique ownership model with nearly 200 equity partners. He explains why having skin in the game creates deeper client relationships and a stronger sense of entrepreneurship across the business.We explore the realities of working with private equity, from ideal investor relationships, to why due diligence matters goes well beyond spreadsheets. Dimi also reflects on talent – what younger generations really want, how to create belonging in a hybrid world, and why 20% churn is actually healthy.Finally, he offers supreme optimism on AI – far from a job-killer, it’s the next big growth driver for agencies bold enough to embrace it.HIGHLIGHTS:[06:21] Dept’s unusual ownership model[08:16] Retention as a cultural strength[10:16] Shifting generational expectations[18:05] Nuance in DEI[25:04] Doing due diligence on your investors[30:32] The realities of competing for clients[34:11] Battling in crowded markets[40:44] AI as an engine of prosperityMORE ABOUT DIMI:LinkedIn: linkedin.com/in/dimialbersWebsite: deptagency.comHOST SOCIALS:LinkedIn:  linkedin.com/in/robinbonnTwitter: twitter.com/robonnMORE ABOUT CO:DEFINERY:Site: codefinery.comBook: Market of One

Today’s guest is Mark Figliulo, Founder and Creative Chairman at FIG – and if you’re worried about AI’s impact on creativity, then you’ll enjoy his proactive optimism.From working with legends like Lee Clow to launching one of New York’s most respected indies, Mark’s on a mission to keep creativity relevant – not least by cutting through our industry's obsession with this brand versus performance. He explains how his team built StoryData – an AI-powered tool that measures and maps the emotional and visual DNA of campaigns. It proves their work is distinctive, emotional and on-brand, as well as reuniting creative and media, protecting the craft and making sure the brand story stays consistent from start to finish. At a time of huge disruption, Mark offers a refreshing and practical take on making technology work for creativity – not against it.HIGHLIGHTS[02:14] Being a reluctant optimist[04:05] How brands thrive in digital[09:12] Being storytellers for the information age[13:21] Data vs creatives[18:09] Automating creative analysis[26:39] How silos weaken brands [30:35] Data as creative stimulus[35:28] The future of AI and creativityMORE ABOUT MARK:LinkedIn: linkedin.com/in/mark-figliuloWebsite: figagency.comHOST SOCIALS:LinkedIn: linkedin.com/in/robinbonnTwitter: twitter.com/robonnMORE ABOUT CO:DEFINERY:codefinery.comMarket of One