AI: tool or hammer?

What does it really mean to be an "innovative agency" in 2026? Are we chasing the right signals, or just the loudest ones?

On this episode of The Innovative Agency Podcast, Sharon Toerek sits down with Jeff Brecker, Partner in Innovation and Growth at Siberia, for a conversation about what innovation actually requires today. As AI dominates headlines and agencies feel mounting pressure to keep pace, Jeff challenges the notion that innovation is about adopting the latest tools. Instead he reframes it as the ability to solve real client problems in more meaningful, strategic ways.

Drawing on decades of experience across both the brand and agency sides, Jeff shares how the role of agencies is evolving, why brands are increasingly expected to operate like media companies, and what that shift means for how agencies deliver value. He also offers a grounded perspective on navigating both the opportunity and the legal considerations that come with emerging technologies.

What you will learn in this episode:

• Why defining true innovation in the agency space is more nuanced than simply adopting the latest technology

• Why agencies must look beyond the "AI hammer" and instead seek to understand client business needs and consumer behavior

• The critical shift from creating one-way brand messages to building engaging, participatory experiences

• How small, independent agencies can outmaneuver larger holding companies through strategy and adaptability

• How AI can become an enabler for deeper personalization and better understanding of client audiences

• Tips for navigating client expectations around pricing, value, and the role of technology in creative output

Bio

Jeff Brecker is a seasoned creative executive and marketing leader with over two decades of experience driving innovation at the intersection of design, technology, and business. He currently serves as a partner focused on growth and innovation at the digital agency Siberia, where he helps shape strategy and build transformative client solutions.

Throughout his career, Brecker has held senior leadership roles at top global organizations, including R/GA (SVP, Managing Director) and Kimberly-Clark (Vice President of Global Creative, Design & Content), where he led large-scale creative and digital initiatives across international markets.

Known for his ability to build and scale high-performing teams, he has worked with major Fortune 500 brands and startups alike, delivering award-winning campaigns recognized by Cannes Lions and other industry honors.

Resources:

• Website: http://siberia.io/

• LinkedIn Personal: https://www.linkedin.com/in/jeffbrecker/

• LinkedIn Business: https://www.linkedin.com/company/siberia-/

• Behance: https://www.behance.net/jeffbrecker

• Brecker Heads To Siberia As Partner, Innovation: https://www.mediapost.com/publications/article/409770/brecker-heads-to-siberia-as-partner-innovation.html