The Immortal Life of Agencies

Co:definery
  • 5.0 (2)
  • MARKETING
  • UPDATED FORTNIGHTLY

Fancy a bit more positivity around the business of running an agency? Welcome to Co:definery’s podcast ‘The Immortal Life of Agencies’. Here we celebrate the visionaries and change-makers who are actively future-proofing the agency sector. Each episode features our CEO Robin Bonn having short, sharp conversations - sometimes even friendly arguments - with some of the biggest, broadest and deepest thinkers in our industry. These are the leaders who’ve been there, done that and are happy to talk about the t-shirt - even if it’s a bit grubby. Expect untold stories of progress - always optimistic and never dull.

  1. 4 DAYS AGO

    Stagwell EMEA’s CEO: Challenging the global market - James Townsend

    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 optimistic MORE ABOUT JAMES: LinkedIn: linkedin.com/in/james-townsend-7329076/ Website: stagwellglobal.com MENTIONED IN THIS EPISODE:  Project Spring: wfanet.org/leadership/project-spring HOST SOCIALS: Linkedin:  linkedin.com/in/robinbonn Twitter: twitter.com/robonn MORE ABOUT CO:DEFINERY: codefinery.com

    34 min

  2. 8 APR

    Uncommon’s Co-Founder: Every moment is a chance - Nils Leonard

    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 chance MORE ABOUT NILS: Linkedin: linkedin.com/in/nils-leonard Website: uncommon.studio/ HOST SOCIALS: Linkedin:  linkedin.com/in/robinbonn   Twitter: twitter.com/robonn MORE ABOUT CO:DEFINERY: codefinery.com

    40 min
  3. Grey London's President: Making a promise to the market - Conrad Persons

    25 MAR

    Grey London's President: Making a promise to the market - Conrad Persons

    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-persons Website: grey.com How 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/robonn MORE ABOUT CO:DEFINERY: codefinery.com

    37 min
  4. We Are Social’s Global CEO: Nurturing creative cultures - Toby Southgate

    11 MAR

    We Are Social’s Global CEO: Nurturing creative cultures - Toby Southgate

    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 engaged MORE ABOUT TOBY: Linkedin: linkedin.com/in/toby-southgate Website: www.wearesocial.com HOST SOCIALS: Linkedin:  linkedin.com/in/robinbonn   Twitter: twitter.com/robonn MORE ABOUT CO:DEFINERY: codefinery.com

    45 min
  5. Performics’ Global Growth Officer: Breaking the burnout cycle - Bianca Best

    25 FEB

    Performics’ Global Growth Officer: Breaking the burnout cycle - Bianca Best

    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 BIANCA Linkedin: linkedin.com/in/biancabest More 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/robonn MORE ABOUT CO:DEFINERY: codefinery.com

    41 min
  6. Giant Spoon’s Co-founder: How audacious ideas get made - Trevor Guthrie

    11 FEB

    Giant Spoon’s Co-founder: How audacious ideas get made - Trevor Guthrie

    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 weapon MORE ABOUT TREVOR: Linkedin: linkedin.com/in/trevor-guthrie Website: giantspoon.com HOST SOCIALS: Linkedin:  linkedin.com/in/robinbonn   Twitter: twitter.com/robonn MORE ABOUT CO:DEFINERY: codefinery.com

    36 min
  7. Candid’s CEO: The quest for agency simplification - Ruud Wanck

    28 JAN

    Candid’s CEO: The quest for agency simplification - Ruud Wanck

    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 opportunity MORE ABOUT RUUD: LinkedIn: linkedin.com/in/rudiger-wanck Website: candidplatform.com HOST SOCIALS: Linkedin:  linkedin.com/in/robinbonn Twitter: twitter.com/robonn MORE ABOUT CO:DEFINERY: codefinery.com

    32 min
  8. Majority's Founder & CEO: From phoney to fearless: building an agency ‘for the culture’ - Omid Farhang

    14 JAN

    Majority's Founder & CEO: From phoney to fearless: building an agency ‘for the culture’ - Omid Farhang

    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 creativity MORE ABOUT OMID: Linkedin: linkedin.com/in/omid-farhang Website: majorityagency.com HOST SOCIALS: Linkedin:  linkedin.com/in/robinbonn   Twitter: twitter.com/robonn MORE ABOUT CO:DEFINERY: codefinery.com

    39 min
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    Ratings & Reviews

    5
    out of 5
    2 Ratings

    About

    Fancy a bit more positivity around the business of running an agency? Welcome to Co:definery’s podcast ‘The Immortal Life of Agencies’. Here we celebrate the visionaries and change-makers who are actively future-proofing the agency sector. Each episode features our CEO Robin Bonn having short, sharp conversations - sometimes even friendly arguments - with some of the biggest, broadest and deepest thinkers in our industry. These are the leaders who’ve been there, done that and are happy to talk about the t-shirt - even if it’s a bit grubby. Expect untold stories of progress - always optimistic and never dull.

    Information

    • Creator
      Co:definery
    • Years Active
      2024 - 2025
    • Episodes
      26
    • Rating
      Explicit
    • Copyright
      © Copyright 2025 Co:definery
    • Show Website
      The Immortal Life of Agencies

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