The Immortal Life of Agencies

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

“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