The Immortal Life of Agencies

Today’s guest is Mojo Supermarket’s President, Armando Turco – talking about reinventing his passion for agency life. After a standout career at BBH, a transformative spell at Vox Media, and a client-side role in the disruptive world of Oatly, Armando swore he’d never go back to agency life. But as you’ll hear, never say ‘never’. He shares how working client-side changed his entire perspective on what agencies get wrong – and what they can get right. From embracing experimentation to staying close to the work, he explains why you don’t have to trade creativity for control.He also unpacks the power of optimism and how leaders can ignite your passion, no matter how experienced you are. HIGHLIGHTS:[01:48] Leaving the agency world[06:20] Imposter syndrome as a growth driver [09:50] Finding freedom at Oatly[15:45] The lure of optimism[20:30] Staying close to the work[23:56] A game-changer for pitching [28:55] What creates credibility[34:20] Embracing your client's business[35:20] The impact of knowing your roleMORE ABOUT ARMANDO:LinkedIn: linkedin.com/in/armandoturcoInstagram: instagram.com/mojosupermarketHOST SOCIALS:LinkedIn:  linkedin.com/in/robinbonnTwitter: twitter.com/robonnMORE ABOUT CO:DEFINERY:codefinery.comMentioned in this episode:Market of One - How Your Agency Can Rewrite the Rules and Create a Lasting Competitive Advantage - A book by Robin Bonn 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

To celebrate the launch of Robin’s book, Market of One, this special episode features a Freaky Friday-style role reversal, with IPA Director of Effectiveness Laurence Green in the interviewer’s chair and Robin answering the questions. Unpacking the exhausting ‘Big Grind’ that many leaders feel, Robin unpacks how agencies can break out of so-called ‘oversupply’ and build a more profitable and fulfilling model. He and Laurence also explore how AI is dramatically accelerating the need for agencies to raise the bar on what ‘differentiation’ means. There’s also time for Robin to provide real-time feedback on Laurence’s own agencies, prior to his role with the IPA. No pressure. HIGHLIGHTS:[03:06] Why ‘Market of One’ and why now[11:38] Why ‘oversupply’ is a lie[21:26] Where lasting competitive advantage comes from[24:59] Happy leader, happy agency[31:36] What agencies get wrong about ‘specialization’ [39:24] From strapline superficiality to lasting change[42:42] How differentiated was Laurence’s own agency?MORE ABOUT LAURENCE:LinkedIn: linkedin.com/in/laurence-greenWebsite: ipa.co.ukMENTIONED IN THIS EPISODE: Robin’s book: Market of OneHOST SOCIALS:Linkedin:  linkedin.com/in/robinbonnTwitter: twitter.com/robonnMORE ABOUT CO:DEFINERY:codefinery.com

Today’s guest is Maureen Falvey. Formerly a senior exec at Grey, Saatchis and McGarryBowen, she’s now a professional coach and trainer. Maureen explores how a coaching mindset isn’t just a personal development tool – it’s a cultural and commercial unlock for modern agencies.She dives into why coaching is all about asking, not telling, and how that shift helps agency leaders unlearn old habits, show up with greater confidence and create healthier relationships – with both teams and clients.Maureen also shares practical advice for agency leaders struggling with client boundaries, pitching pressures and over-servicing. From improving how you sell, to reshaping team culture, she offers plenty of insights to help you rise above the chaos and lead with purpose. HIGHLIGHTS:[02:39] From adland to coaching[05:31] Staying curiosity[09:19] Guiding not giving[13:22] When to coach vs when to mentor[15:44] Owning your flaws[18:09] Creativity thrives when perfection dies[21:04] How coaching makes for better selling[26:59] Building real partnerships[31:50] Owning your choicesMORE ABOUT MAUREEN:LinkedIn: linkedin.com/in/maureen-falveyWebsite: mfalveycoaching.comMENTIONED IN THIS EPISODE: Project Spring: wfanet.org/leadership/project-springHOST SOCIALS:Linkedin:  linkedin.com/in/robinbonnTwitter: twitter.com/robonnMORE ABOUT CO:DEFINERY:codefinery.commarketofone.agency

Today's guest is the renowned author, branding expert and industry commentator Allen Adamson - co-founder of Metaforce, adjunct professor at NYU Stern School of Business, and former leader at Ogilvy and Landor.Reflecting his brand strategy lens, Allen explores a crucial yet often overlooked question: if every agency claims to be different, why do so many feel exactly the same?Referencing powerful lessons from his storied agency career, he unpacks the importance of tangible points of difference in how clients experience agencies, including the value of the right behaviors and culture.We also cover why doing fewer things well beats doing everything adequately, how to avoid the trap of constant firefighting and what it really takes to scale excellence.HIGHLIGHTS:[03:14] Everyone’s a brand expert now[05:13] What ‘brand’ really means[06:07] Selling services isn’t brand building[10:31] Customer Experience as a competitive advantage [13:58] Mapping the moments that matter[17:57] Desperation kills innovation[24:07] Anticipate what clients don’t ask for[27:30] Scale means nothing without cultureMORE ABOUT ALLEN:LinkedIn: linkedin.com/in/allenadamsonWebsite: metaforce.comAllen’s books: Amazon author pageHOST SOCIALS:Linkedin:  linkedin.com/in/robinbonnTwitter: twitter.com/robonnMORE ABOUT CO:DEFINERY:codefinery.com

Today’s guest is Michael Olaye, EVP at Huge - one of the world’s most respected digital agencies - and newly independent after their exit from Interpublic. Michael shares how the recent alignment of Huge and Hero Digital was built on shared values - not just capability - and why that matters more than any press release.His big idea is how agencies can move beyond just ‘making things’ to creating what he calls ‘anticipatory experiences’ that actually unlock value for clients. You’ll also hear his refreshingly clear take on agencies being ‘consultative’. This isn’t just ‘consultancy’ as a service line, but more a way of thinking and behaving that meets clients where they are. If you’re figuring out how to lead through complexity, evolve your offer or just work smarter with your clients, Michael offers a playbook that’s both inspiring and practical.HIGHLIGHTS: [02:00] The merging Huge and Hero Digital[04:03] Putting clients at the centre of change[06:31] Taking your story to the right places[09:00] Creating intelligent experiences[14:49] Where next for digital[17:25] When tech catches up with imagination[21:10] How pricing should reflect value[24:00] Why being consultative matters more than ever[28:14] The hidden competitive advantageMORE ABOUT MICHAELLinkedin: linkedin.com/in/michaelolayeWebsite: hugeinc.comHOST SOCIALS:Linkedin:  linkedin.com/in/robinbonnTwitter: twitter.com/robonnMORE ABOUT CO:DEFINERY:codefinery.com

Today’s guest is Matt McNeany, President of WPP Open. Drawing on two decades of experience helping the world’s biggest brands and agencies navigate digital transformation, Matt offers some much needed big picture context around AI.His ‘streamline, expand, disrupt’ model extends the established benefits of greater productivity and unpacks why differentiated agencies will be more essential than ever as the brand, marketing and customer experience rule books are rewritten.  Matt also offers an unfashionable take on the prospects of the holding companies vs challengers like Brandtech, Stagwell and Accenture Song. Finally he reflects on the human side of transformation, offering valuable advice to all of us knowledge workers to ensure we remain essential. HIGHLIGHTS:[05:59] Why optimism beats uncertainty[07:46] How AI changes businesses [12:34] Efficiency is just the beginning[16:39] How HoldCo.s vs indies will play out[22:10] Pricing in an AI-driven world[27:59] The increasing risk of agency commoditization [29:39] Embracing the reinvented customer journey[32:43] Disruption to white-collar jobs[36:36] The promise of greater fulfillment[37:37] Taking responsibility in the AI revolutionMORE ABOUT MATT:LinkedIn: linkedin.com/in/mattmcneanyHOST SOCIALS:Linkedin:  linkedin.com/in/robinbonnTwitter: twitter.com/robonnMORE ABOUT CO:DEFINERY:codefinery.com

Today’s guest is Lisa Colantuono, President of search consultancy, AAR Partners. With decades of experience and zero time for fluff, Lisa lays bare what agency searches should really be about - forging proper partnerships, not playing matchmaker. Building on themes of trust and transparency, Lisa shares horror stories as well as best practice - including how new-business is never a numbers game, what great pitches look like, and why IRL counsel and feedback is so essential. She also unpacks what the smartest agencies do differently - from demonstrating their expertise, to how they show up with real authenticity. HIGHLIGHTS: [02:17] What search consultants really do[08:49] Protecting both agencies and clients[11:05] The critical elements of a pitch[14:23] How to kill off spec work[18:25] Saying no more than yes[23:55] Fear makes agencies play small[29:40] Beware the industry of rookies[36:56] Better consultants mean better matchesMORE ABOUT LISA:Linkedin: linkedin.com/in/lisa-colantuono-aarWebsite: aarpartners.comMENTIONED IN THE EPISODE:AAR IRL: linkedin.com/posts/lisa-colantuono-aar_aarirlHOST SOCIALS:Linkedin:  linkedin.com/in/robinbonnTwitter: twitter.com/robonnMORE ABOUT CO:DEFINERY:codefinery.com

Today’s guest is Eric Zuncic, Global Managing Director and Chief Product Officer at Stagwell’s creative collective, Forsman & Bodenfors. And he’s passionate about the work. Eric describes why our industry’s obsession with outputs is hampering impact. So if your agency is still taking briefs at face value and churning out content, then you’re missing a trick. He unpacks how Forsman breaks the rules, ditch the hierarchy and prioritise ‘uncomfortable collaborations’ that actually change things. This is about earning permission to ask better questions – and being bold enough to walk away when a brief is just plain wrong.HIGHLIGHTS:[02:04] Redefining the creative ‘product’[06:00] Prioritising 'uncomfortable collaboration'[10:01] Leaping from ‘ask to task’[16:46] The artificiality of pitches[19:39] Being truly different[24:02] Clearing the barriers[26:02] Win the client, not the pitch[28:01] From one small project to lasting change[31:16] Media makes the money, creativity gets the scraps[36:36] Being accountable for changeMORE ABOUT ERIC:LinkedIn: linkedin.com/in/eric-zuncic-3536bb1aWebsite: forsman.comHOST SOCIALS:LinkedIn: linkedin.com/in/robinbonnTwitter: twitter.com/robonnMORE ABOUT CO:DEFINERY:codefinery.com

Today’s guest is the highly experienced Holly Maguire, Global Chief Growth Officer at Design Bridge and Partners. She shares her unique perspective on how agencies can evolve with empathy, not ego.As her career has progressed from advertising to brand design, and as a former agency CEO, Holly describes the power she’s seen in humility, collaboration and enduring craft skills. We also explore the growing need for greater emotional intelligence - across industry language, client relationships and agency leadership. As Holly puts it, less talking, more listening - and never be too presidential or too detached from the shop floor. With heartfelt insight and optimism, Holly urges agencies to know their worth, lead with empathy, and build on what's already great. HIGHLIGHTS:[01:53] Leadership powered by people[04:20] Creativity needs EQ as much as IQ[08:38] The role of Narrative in agency positioning[09:52] Why creds decks don’t build trust[15:42] Stop talking, start connecting[19:58] Don’t get too presidential[22:07] Leadership lessons from legends[31:58] Unity builds resilience in client relationships[35:22] Use AI to accelerate what’s greatMORE ABOUT HOLLY:LinkedIn: linkedin.com/in/holly-maguireWebsite: designbridge.comHOST SOCIALS:Linkedin:  linkedin.com/in/robinbonnTwitter: twitter.com/robonnMORE ABOUT CO:DEFINERY:codefinery.com

Today’s guest is Michael Lebowitz, Founder and Executive Chairman of SPCSHP – an agency that’s defied trends and labels for 25 years, and been a Harvard Business School case study not once, but twice. Using the metaphor of a living, breathing organism, Michael describes SPCSHP as a creative canvas, where culture and imagination are more important than rigid labels or passing trends. We also unpack why values aren’t just something to stick in a creds deck, but a powerful filter for the right clients and talent. And he explains how rituals (even playful ones) reveal more about team health than KPIs ever could.From resisting the lure of being a ‘hot shop’, to navigating a people-first acquisition by MSQ, this is a masterclass in leading with personal conviction – and playing the long game.HIGHLIGHTS[02:05] Before digital was a thing[04:26] The agency as an organism[08:27] Leading with values[11:07] Becoming a solo founder[15:43] Cultural health is success[20:01] How values keep you grounded[24:52] Breadth of creative perspective[28:11] Being featured by Harvard Business School[33:29] Why MSQ felt like homeMORE ABOUT MICHAEL:Linkedin: linkedin.com/in/mikespcshpWebsite: spcshp.comHARVARD BUSINESS SCHOOL CASE STUDIES:Big Spaceship: Ready to Go Big?Big Spaceship: The Evolving AgencyHOST SOCIALS:Linkedin:  linkedin.com/in/robinbonnTwitter: twitter.com/robonnMORE ABOUT CO:DEFINERY:codefinery.com