The Immortal Life of Agencies

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

Today’s guest is a true agency advocate – Marla Kaplowitz, Chief Executive Officer of the 4A’s.As her 8-year tenure draws to a close, Marla speaks up for the pressures that agencies are under and the opportunities she sees in an industry transformed since the pandemic. The conversation explores the value of creativity, why speed should command a premium and how AI can drive premiumisation rather than a race to the bottom. We also cover what does – and doesn’t – work when it comes to differentiation in a saturated market, from the fear of standing out to why criticizing your competition is never a good look. Marla also reflects on leadership and learning from challenges. With an optimistic eye on the future, she celebrates the creativity, resilience and people who continue to shape the future of advertising.HIGHLIGHTS[03:24] How Covid reshaped the market[05:12] The real cost of pitching[09:08] Speed deserves a premium[13:47] The problem with short term thinking[17:54] Smarter ways to win with procurement[20:36] What’s killing agency differentiation[29:15] Being fearless experts[32:02] Regrets as fuel for improvement[35:09] Why agencies are cockroaches not dinosaursMORE ABOUT MARLA:LinkedIn: linkedin.com/in/marla-kaplowitzWebsite: aaaa.orgMentioned on the show: 4As Cost of the Pitch researchHOST SOCIALS:Linkedin:  linkedin.com/in/robinbonnTwitter: twitter.com/robonnMORE ABOUT CO:DEFINERY:codefinery.com

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