The Immortal Life of Agencies

Code and Theory's CCO: Raising the bar for customer experience – Craig Elimeliah

Today's guest is Craig Elimeliah, Chief Creative Officer at Code and Theory, sharing his passion for why technology and creativity must go hand in hand. In his view, clients have been carrying the burden of fragmentation for far too long. That’s why his role blends engineering, strategy and craft to help clients navigate modern complexity. The discussion also explores Stagwell’s orchestration platform, The Machine, and how it’s reshaping integration across the marketing lifecycle. And perhaps most provocatively, Craig challenges our industry’s obsession with scale. If bigger isn’t always better, then agility and systems thinking matter far more. HIGHLIGHTS: [02:29] Inseparable disciplines [04:28] Thinking like architects [07:35] Creativity as change [17:25] AI as creative accelerator [22:59] Platformisation of holdcos [26:14] Evolving business models [30:13] Agentic operating systems [36:05] Knowing what to automate [42:31] Mediocrity scales exponentially MORE ABOUT CRAIG: LinkedIn: linkedin.com/in/craigelimeliah [https://www.linkedin.com/in/craigelimeliah/] Website: codeandtheory.com [https://www.codeandtheory.com/] HOST SOCIALS: LinkedIn: linkedin.com/in/robinbonn [https://linkedin.com/in/robinbonn] Twitter: twitter.com/robonn [https://twitter.com/robonn] MORE ABOUT CO:DEFINERY: Website: codefinery.com [https://codefinery.com] Book: Market of One [https://marketofone.agency] Mentioned in this episode: Get Co:definery's diagnostic questionnaire Is your agency  really as differentiated as you think? And have you fully embraced the commercial disruption that AI is bringing? To find out, take five minutes to complete Co:definery's diagnostic questionnaire. It's quick, free, and thought provoking, and you get a tailored report with practical guidance for sharpening your competitive edge. Visit codefinery.com/dq [https://the-immortal-life-of-ag.captivate.fm/dq]

Rethink’s Global Chief Strategy Officer: Showing up with a point of view – Sean McDonald

Today’s episode features Sean McDonald, Global CSO and Partner at Rethink, exploring the power of belief. Sean’s built a reputation for candour, competitive ambition and an unwavering belief in setting the standard. But he hasn’t always led that way. He reflects on how letting go of the need to ‘win’ every meeting transformed his leadership and why discovering the answer matters more than having it. Following his journey from politics and public affairs into advertising, Sean unpacks the myth of the ‘all-knowing’ strategist, explains why strong opinions must be loosely held and shares how envy can raise standards. The conversation also looks ahead, exploring growth, independence and why agencies must commit to what they optimise for. HIGHLIGHTS [02:10] Bluntness with manners [06:22] Discovering over knowing [12:08] Cult of the hero [15:38] Competition and respect [20:32] Setting global standard [24:51] Have an opinion [29:00] The goal isn't growth [31:18] Making bets [33:21] Growth versus ‘good’ [38:00] Embracing the future MORE ABOUT SEAN: LinkedIn: linkedin.com/in/seanamcdonald [https://www.linkedin.com/in/seanamcdonald/] HOST SOCIALS: LinkedIn: linkedin.com/in/robinbonn [https://linkedin.com/in/robinbonn] Twitter: twitter.com/robonn [https://twitter.com/robonn] MORE ABOUT CO:DEFINERY: Website: codefinery.com [https://codefinery.com] Book: Market of One [https://marketofone.agency] Mentioned in this episode: Get Co:definery's diagnostic questionnaire Is your agency  really as differentiated as you think? And have you fully embraced the commercial disruption that AI is bringing? To find out, take five minutes to complete Co:definery's diagnostic questionnaire. It's quick, free, and thought provoking, and you get a tailored report with practical guidance for sharpening your competitive edge. Visit codefinery.com/dq [https://the-immortal-life-of-ag.captivate.fm/dq]

Toptal’s Practice Director, Advertising & Brand Marketing: Redefining on-demand talent – Christine Olivas

Today’s guest is Christine Olivas – Practice Director, Advertising & Brand Marketing at Toptal, the world's largest, fully remote workforce. Christine describes how on-demand talent has evolved from a stop-gap to a strategic growth lever for modern agencies, enabling them to build flexible teams that respond faster, protect margins and deliver stronger work. Drawing on her experience scaling on-demand teams globally, she unpacks how moving beyond rigid resourcing helps agencies handle new-business surges, access specialist expertise and reduce pressure on core teams. With an optimistic view of the future, Christine reflects on evolving workforce values, new career paths, and building agencies that are more human, resilient and fit for what comes next. HIGHLIGHTS: [02:33] A shifting workforce [05:03] Dynamic demand for talent [09:12] Moving beyond the stopgap [13:10] CMOs want chemistry [15:58] Support without spotlight [20:03] New business influx [24:29] Flexible pricing [29:01] Freelance is evolving [32:51] Portfolios open doors [36:54] Great ideas come anywhere MORE ABOUT CHRISTINE: LinkedIn: linkedin.com/in/colivas [https://www.linkedin.com/in/colivas/] Forbes CMO research [https://www.forbes.com/sites/sethmatlins/2022/03/07/cmos-on-what-agencies-need-to-know-and-do-to-be-great-partners/] HOST SOCIALS: LinkedIn: linkedin.com/in/robinbonn [https://linkedin.com/in/robinbonn] Twitter: twitter.com/robonn [https://twitter.com/robonn] MORE ABOUT CO:DEFINERY: Website: codefinery.com [https://codefinery.com] Book: Market of One [https://marketofone.agency] Mentioned in this episode: Get Co:definery's diagnostic questionnaire Is your agency  really as differentiated as you think? And have you fully embraced the commercial disruption that AI is bringing? To find out, take five minutes to complete Co:definery's diagnostic questionnaire. It's quick, free, and thought provoking, and you get a tailored report with practical guidance for sharpening your competitive edge. Visit codefinery.com/dq [https://the-immortal-life-of-ag.captivate.fm/dq]

Acadia's CEO & Co-Founder: How principles are good for business – Jared Belsky

Today’s guest is Jared Belsky, Co-Founder and CEO of Acadia – the hugely successful digital marketing and analytics agency. This is a masterclass in optimism, principled leadership and long-term thinking. Jared shares why bravery and belief sit at the heart of great leadership, from taking outspoken ethical stances, to building an agency designed to nurture future CEOs. We explore how Acadia has deliberately moved away from the boom-and-bust model that afflicts so many agencies, instead embracing more sustainable economics and intelligent specialization that doesn’t rely on a single vertical sector. Jared also offers a refreshingly positive view of the next generation, arguing they’re the most empowered yet, particularly when genuinely supported with thoughtful use of AI and automation. HIGHLIGHTS: [02:09] Where Acadia came from [04:41] Integrity in media buying [08:51] Stay profitable while doing good [11:50] Agencies as teaching platforms [17:29] Embracing economic diversity [21:12] The mid-market thesis [23:01] Saying "No" to P&G [27:37] Living the values [30:31] Empowering the team with technology [33:23] Three trends reshaping media MORE ABOUT JARED: LinkedIn: linkedin.com/in/jaredbelsky [https://www.linkedin.com/in/jaredbelsky/] HOST SOCIALS: LinkedIn: linkedin.com/in/robinbonn [https://linkedin.com/in/robinbonn] Twitter: twitter.com/robonn [https://twitter.com/robonn] MORE ABOUT CO:DEFINERY: Website: codefinery.com [https://codefinery.com] Book: Market of One [https://marketofone.agency] Mentioned in this episode: Get Co:definery's diagnostic questionnaire Is your agency  really as differentiated as you think? And have you fully embraced the commercial disruption that AI is bringing? To find out, take five minutes to complete Co:definery's diagnostic questionnaire. It's quick, free, and thought provoking, and you get a tailored report with practical guidance for sharpening your competitive edge. Visit codefinery.com/dq [https://the-immortal-life-of-ag.captivate.fm/dq]

Dentsu North America’s CEO: Why Dentsu believes in agency brands – Beth Ann Kaminkow

Beth Ann Kaminkow is CEO of Dentsu North America. She brings a rare candour about why so many agency groups struggle to articulate their strengths, and why Dentsu is choosing to double down on strong, clearly positioned brands rather than chasing endless consolidation. She shares her perspective on where independents are winning, why speed and specialisation matter more than ever, and how global networks leverage their scale advantage. Thoughtful, optimistic and grounded in real leadership experience, Beth Ann also cuts through the hype on AI, from its impact on creativity and craft, to increasing appetite from clients for new pricing models. HIGHLIGHTS: [03:06] How technology amplifies longevity [03:56] Restoring growth [08:18] The ‘One Dentsu’ model [12:24] Client-led media strategy [19:08] AI as media channel [22:22] Pricing unique IP [24:06] The needs that indies meet [28:24] Staying focused amidst gossip [31:55] How cynicism hurts the industry [35:44] The next wave of creativity MORE ABOUT BETH: LinkedIn: linkedin.com/in/beth-ann-kaminkow [https://www.linkedin.com/in/beth-ann-kaminkow-b714042/] Mentioned in the episode: Robin’s book – Market of One: amazon.com/Market-One-rewrite-competitive-advantage [https://www.amazon.com/Market-One-rewrite-competitive-advantage/dp/1788607376] HOST SOCIALS: LinkedIn: linkedin.com/in/robinbonn [https://linkedin.com/in/robinbonn] Twitter: twitter.com/robonn [https://twitter.com/robonn] MORE ABOUT CO:DEFINERY: Website: codefinery.com [https://codefinery.com] Book: Market of One [https://marketofone.agency] Mentioned in this episode: Get Co:definery's diagnostic questionnaire Is your agency  really as differentiated as you think? And have you fully embraced the commercial disruption that AI is bringing? To find out, take five minutes to complete Co:definery's diagnostic questionnaire. It's quick, free, and thought provoking, and you get a tailored report with practical guidance for sharpening your competitive edge. Visit codefinery.com/dq [https://the-immortal-life-of-ag.captivate.fm/dq]