The Immortal Life of Agencies

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 

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