The Immortal Life of Agencies

“Creativity is our ‘special sauce’”. Really, though - is it? This is the episode I’ve wanted to record for ages. I finally get to address my bemusement at agency leaders claiming that ‘creativity’ is their agency’s point of difference, and then delivering conference keynotes where they also say it’s the whole industry’s USP. Thankfully, here’s Jo Wallace - the always eloquent Global ECD at Jellyfish and founder of Good Girls Eat Dinner. Her experience and wisdom - gleaned from her fascinating career path - helps shed some light on what ‘creativity’ actually does. Jo explores how her job is to provide robust solutions for clients, especially when her agency is invited into the right conversations. She also talks about the consistency of client challenges and the opportunities that new tools offer everyone in the creative industry. This takes us onto the subject of diversity, in all its forms - particularly diversity of thought. Jo unpack where the best ideas come from and how different lenses make all the difference. Finally we explore the importance of taking a position on societal issues - whether that’s creatives, agencies or brands - and how we can all take responsibility for building a better world. HIGHLIGHTS:[03.45] Why agencies are poor at selling themselves [07.00] Seeking new tools to address client problems[11.50] How Jellyfish’s differences land with clients [14.50] Defining ‘creativity’ more broadly [16.45] The myths and misinformation around equality [20.19] How inequality hurts the economy [24.20] Why advancement of one group doesn’t mean another is being held back[26.35] Should agencies be doing more to promote societal change[29.35] Whether brands willing to stand on the right side of historyMORE ABOUT JO:LinkedIn - linkedin.com/in/wallacejo/ Website - jellyfish.com/ Good Girls Eat Dinner - goodgirlseatdinner.com/ HOST SOCIALS:Linkedin - linkedin.com/in/robinbonn  Twitter - twitter.com/robonnMORE ABOUT CO:DEFINERY:codefinery.com

Just over a year ago, Common Interest burst onto the scene with the acquisition of former Coke and Airbnb CMO Jonathan Mildenhall’s fabled branding agency, TwentyFirstCenturyBrand. It was one hell of an entrance into the global agency space.Today’s guest is Anthony Freedman, Common Interest’s CEO and Founder. Together we unpack how he’s building a new kind of holding company. Of course, we’ve all heard ‘new kind of…’ rhetoric before, but Anthony is unusually clear on how he’s looking to do it - in this case, to accelerate brand and business growth through creativity in popular culture. Check out his response when I challenged him on his ‘brands in culture’ proposition. He’s definitely serious about being different. There are so many learnings on offer here. From why specialisation matters and how risk aversion hampers innovation at scale, to unhelpful agency conditioning and how to avoid like-for-like comparison with your competitive set. For Anthony, being different is a commercial imperative. So if you want your own agency to create lasting standout, then you’re going to love this episode. HIGHLIGHTS: [02:32] What makes Common Interest different.[05:48] Why CMOs struggle with cultural relevance.[08:48] Redefining the concept of holding companies.[13:05] A new model for cultural relevance.[19:56] The distinction between agency positionings and value propositions.[21:33] Why so few agencies are genuinely different.[25:05] Avoiding the race to the bottom.[29:01] His inspiration to be different. [36:30] Being right for some clients and wrong for others.[38:20] The power of being the only choice for your target audience. MORE ABOUT ANTHONY:LinkedIn - linkedin.com/in/anthonyfreedman Website - commoninterest.coHOST SOCIALS:Linkedin - https://www.linkedin.com/in/robinbonn/  Twitter - https://twitter.com/robonn  MORE ABOUT CO:DEFINERY:https://www.codefinery.com 

Neil Perkin, founder of consultancy Only Dead Fish and author of the IPA’s ‘Partnering for Growth’ report, dives into the nuances of agency transformation. He explores the distinction between optimization and genuine transformation, emphasizing the importance of understanding challenges before implementing changes. Neil discusses building sustainable client relationships and the role of organizational culture in fostering trust and collaboration. With practical insights, he highlights how to navigate disruptive changes, including the integration of AI in strategic planning.

More and more ‘mini-networks’ are seeking to beat the holding companies at their own game.These often PE-backed groups of agencies can play the agile indie card, and they can also club together to service global clients. Unsurprisingly, each group claims its own point of difference vs the traditional holding company model. Meet The People is one such emerging network. And our guest today is Tim Ringel, their Global CEO. MTP is three years old and already home to 800 people. Which isn’t a surprise when you consider that this isn’t Tim’s first start-up rodeo. As a career-long entrepreneur, he knows a thing or two about scaling agency businesses. Tim is very clear on what he’s trying to do - in particular, how MTP is designed to combine the best of both worlds when it comes to indies and network agencies, and how he’s adapting to evolving client needs. He also shares a strong point of view on one of the biggest questions facing a mini-network - whether they should trade as a single ‘branded house’ or more of a ‘house of brands’. Most importantly, at a time when so many agencies lack commerciality, Tim talks passionately about how to sustain growth - and an entrepreneurial culture - as an agency scales. If you’re leading, launching or competing with any of these mid-sized agency groups, or even if you’d just like your own shop to be more entrepreneurial, then you’re going to really enjoy the conversation.HIGHLIGHTS: [03.10] Why Tim started Meet the People. [07.45] How MTP offers safety to the agencies it acquires.[10.24] Solving common commercial issues.[11.45] Splitting clients by size and behaviour.[15.05] Why ‘branded house vs house of brands’ is the wrong question.[18.00] Tim’s aspiration for MTP.[22.16] The limitations of a short-term focus. [27.26] Maintaining an entrepreneurial culture at scale.[33.40] Creating psychological safety. [37.26] Being fearless despite market volatility. MORE ABOUT TIM:LinkedIn - linkedin.com/in/tim-ringel/ Website - meet-the-people.com/ HOST SOCIALS:Linkedin - https://www.linkedin.com/in/robinbonn/  Twitter - https://twitter.com/robonn  MORE ABOUT CO:DEFINERY:https://www.codefinery.com 

Having touched on the omnipresent topic that is AI in pretty much every episode, this time we dive right in. Our guest is Chris Johnson, Founder and CEO of the AI consultancy, TomorrowToday. And wow, does he give value for money. While much of the industry discourse around AI centres on creative tools and ideation speed, Chris is focused on commercial application. Our conversation starts with him sharing detailed advice on how agencies can reinvent their pitch process using commonly available AI tools. From simple efficiencies, to the creation of synthetic target audiences - and even synthetic clients! - he describes how you can proactively improve not just your ideas, but also how well they land. Chris also shares his experience of the challenges associated with getting agency teams on board with wholesale adoption of new tools and technologies. We wrap the episode by looking forward - exploring how AI will inevitably impact the way that agencies sell, price and make money. This is such a valuable conversation. As well as honesty, humour and pragmatism, Chris brings plenty of clarity - not least on what AI can’t do, as well as how these emerging tools can help you generate real commercial impact.  HIGHLIGHTS[01:41] How Chris first blew my mind[02:51] Reinventing your pitch process with AI[05:50] How synthetic audiences can improve your ideas[10:00] Creating an AI version of what your clients care about[15.30] Creating commercial value with AI tools[18.25] How agency adoption dramatically varies [20.15] The mindsets that help agencies use AI effectively [25.20] How AI will redefine the agency business model [27.25] AI, value-based selling and why differentiation is essential [32.35] Can agencies really price on deliverables? [35:50] Advice for agency leaders on driving AI adoptionMORE ABOUT CHRIS:LinkedIn - https://www.linkedin.com/in/johnsonchris/Website - https://tomorrowtoday.com/HOST SOCIALS:Linkedin - https://www.linkedin.com/in/robinbonn/  Twitter - https://twitter.com/robonn  MORE ABOUT CO:DEFINERY:https://www.codefinery.com 

When it comes to advertising agencies, they don’t come much more prestigious than Omnicom’s DDB. Whenever any of us needs a quote of substance, Bill Bernbach - the B in DDB - is always a rich source of wisdom. So what a treat to sit down with their global CEO, Alex Lubar, to find out what makes DDB successful. Alex speaks to what he sees as the two driving forces of agency culture - momentum and optimism - and how they’re an essential foundation for innovation. We also cover how quality drives differentiation in a marketplace that’s often seen as oversupplied. And Alex shares his perspective on creating shared goals with clients, as well as how to maintain the trust and transparency required to ensure success. Alex has an ease in the way he approaches his work, whether that’s dealing with difficult clients or handling the natural ups and downs of agency life. So regardless of whether you’re also in a big global role, this conversation is a valuable masterclass in optimism and positivity. HIGHLIGHTS [04.07] The two driving forces of agency culture.[05.39] How supportive environments help solve problems.[07.07] Maintaining the highest standard of behaviour in the workplace. [09.57] Talent management and self-improvement.[15.16] Insights from younger generations. [19.45] Trends in client behaviour. [22.30] Building an honest relationship between clients and your team. [29.00] Perceived oversupply in the agency market.[30.25] Differentiation comes through the lens of quality. [32.48] How clients choose agencies. MORE ABOUT ALEX:LinkedIn - linkedin.com/in/alex-lubar-292b744/ Website - ddb.com/ HOST SOCIALS:Linkedin - https://www.linkedin.com/in/robinbonn/  Twitter - https://twitter.com/robonn  MORE ABOUT CO:DEFINERY:https://www.codefinery.com 

In seven short years, Uncommon Creative Studio has gone from launch to the very top of the advertising world. Alongside the reputation, the awards and of course the work, their deal with Havas now gives them the scale to go truly global. So how can a newly minted agency achieve so much success so quickly? To find out, we sat down with one of Uncommon’s founders, Natalie Graeme. Starting with Uncommon’s origin story, Natalie unpacks just how deliberately she, Lucy and Nils have authored the agency’s story - from why it exists, who they aspire to work with, and how this impacts the kinds of briefs their clients bring them. She also speaks to what made her want to start a different kind of agency; one with a broader skill-set than many ‘advertising’ agencies, and the freedom to protect talent from the kind of unimaginative briefs that lead to uninspiring work. If you run an agency that aspires to work with open-minded clients on consistently interesting briefs, then there’s a lot to learn here. HIGHLIGHTS [02.15] Uncommon’s origin story. [06.10] Understanding your agency’s place in the world. [08.40] There’s more than one way to answer a business problem. [14.35] Being upfront with clients about fit. [19.55] How brands can cut-through in today’s world.[25.00] Valuing talent by cutting out the ‘faff fat’. [28.45] AI, creativity and justifying a premium.[34.00] How agency founders can cultivate innovation. MORE ABOUT NATALIE:LinkedIn - linkedin.com/in/natalie-graeme-93608b4/ Twitter - https://twitter.com/nattergraeme Website - uncommon.studio/ HOST SOCIALS:Linkedin - https://www.linkedin.com/in/robinbonn/  Twitter - https://twitter.com/robonn  MORE ABOUT CO:DEFINERY:https://www.codefinery.com 

Sue Unerman is the Chief Transformation Officer of EssenceMediacomX. And having spent 34 years with Mediacom in its various incarnations, it’s fair to say that ‘transformation’ is a subject that Sue knows a thing or two about. Unpacking her personal journey across five decades (sorry, Sue!), this far-reaching conversation explores how to build an agency career amidst constant change and increasing uncertainty. From playing to your strengths, to the impact of having great bosses, Sue shares her typically thoughtful observations on how to thrive as an introvert, particularly if your skills don’t conform to the norms. We also address the resilience of the patriarchy, in particular how gender influences career progression and why men progress faster than equally capable women. Sue also advocates strongly for fairness and straight talking, as well as how agency leaders can foster a sense of belonging - especially for young talent as they make their way in the industry. HIGHLIGHTS[02.10] Sue’s career journey.[04.48] The importance of collaboration. [08.22] What it takes to play to your strengths. [12.30] The two ways of building a career in agencies.[16.11] Different approaches for introverts and extroverts.[20.34] The value of fairness and straight talking.[23.50] Levelling the playing field for women in agencies.[30.21] Glass-slipper syndrome and what makes a ‘job’ a job.MORE ABOUT SUE: LinkedIn - linkedin.com/in/sue-unerman-7945058/ Twitter - https://twitter.com/SueU Sue’s books -  https://www.amazon.co.uk/stores/Sue-Unerman/author/B007STF5DS Sue's blog - sueunerman.comHOST SOCIALS:Linkedin - www.linkedin.com/in/robinbonnTwitter - twitter.com/robonnMORE ABOUT CO:DEFINERY:www.codefinery.com

Our guest today is the wonderful Harjot Singh - Global Chief Strategy Officer at McCann & McCann Worldgroup. This is a rich and personal conversation about the impact of people being different in our industry. Harjot has a real way with words and he shares some lovely thoughts, not least on the critical difference between discipline and dogma when it comes to great work. He also beautifully captures what he calls the ‘dance’ that occurs between agencies and their clients as we strike a balance between offering certainty and possibility. Harjot also speaks candidly about there not being a playbook to follow as he progressed through the ranks. And his perspective on imposter syndrome is particularly powerful; using his own doubts as a prompt to search for more information and greater insight. I really love the groundedness that Harjot brings to the conversation. If you’re looking for an example of how to stay present, really listen and offer genuine answers, there’s a lot to learn here. He talks the talk on being yourself and he certainly walks the walk too. HIGHLIGHTS:[05.38] Balancing certainty and possibility.[07.36] The art of persuasion and positive outcomes.[12.13] Why observation and attention is so important.[19.00] Listening to your mind and processing what you hear.[24.22] Why good people make good leaders. [30.07] You can't do different if you're not different.[34.32] Advice for agency leaders.MORE ABOT HARJOT:LinkedIn - linkedin.com/in/harjot-singh-30a33b2/ Twitter - https://twitter.com/iamharjsingh HOST SOCIALS:Linkedin - https://www.linkedin.com/in/robinbonn/  Twitter - https://twitter.com/robonn  MORE ABOUT CO:DEFINERY:https://www.codefinery.com

This episode features Katie Lee - former CEO of Lucky Generals and now Chief Operating Officer of Wavemaker, the WPP media agency. Together, we explore the differences between healthy and unhealthy growth.As a case in point, Katie shares her experience of how agencies often confuse growth with strategy, which in turn leads to unhelpful - and unhealthy - places. So if you recognise her definition of the ‘danger zone’ that this creates, then consider her wisdom a wake-up call.We also delve deeper into the importance of role modelling and how that enables future leaders to feel empowered. And if you’ve lost your new-business mojo, Katie shares her view on how to get it back. Finally, this being The Immortal Life of Agencies, no episode would be complete without a clear view on how to make our industry a more joyful place to be. HIGHLIGHTS: [04.29] The confusion of growth and strategy.[07.57] What matters in maintaining client relationships.[12.35] What prevents future leaders from feeling empowered.[15.57] Ways to regain your new-business mojo.[20.44] Pitching to different types of audiences. [23.33] How growth changes when you’re the CEO.[26.57] Two different layers of feedback. [30.17] The culture-building power of new-business. GUEST SOCIALS: LinkedIn - linkedin.com/in/katie-lee-37185321/ HOST SOCIALS:Linkedin - https://www.linkedin.com/in/robinbonn/ Twitter - https://twitter.com/robonn MORE ABOUT CO:DEFINERY:https://www.codefinery.com