The Immortal Life of Agencies

Saatchi & Saatchi’s former Chief Strategy Officer: A rallying cry for brilliance – Richard Huntington

Today’s guest is Richard Huntington – former Chief Strategy Officer and Chairman of Saatchi & Saatchi. He brings a rare blend of honesty, affection and sharp-edged provocation to this conversation about the agency business.  Richard describes an industry that’s been commodified – caused by the “creative” agency label that stripped out the commerciality, as well as a pitching culture that trains agencies to give away their most valuable thinking for free. But far from being downbeat, this is a rallying cry for the brilliance inside agencies, and a clear-eyed look at why talent deserves to be paid fairly for the value it creates. From productisation and pricing, to shifting C-suite perceptions, Richard shares his vision for a healthier, more sustainable industry built on confidence, credibility and genuine differentiation. HIGHLIGHTS: [02:20] Advertising’s not dead yet [07:50] Commodified by clients [09:02] Creative as an adjective [17:15] Reclaiming agency swagger [19:41] Collective industry reform [21:56] Rewriting the rules of pitching [24:58] The remuneration shift [28:36] Power of proprietary thinking [34:12] Golden era of startups MORE ABOUT RICHARD: LinkedIn: linkedin.com/in/richard-huntington-59a3761b9 [https://www.linkedin.com/in/richard-huntington-59a3761b9/] 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: Market of One  If you are a fan of this podcast, then you'll love my new book Market of One, how Your Agency can rewrite the Rules and create a lasting competitive advantage. Sharing my experience, repositioning close to 150 agencies over the last decade. Key Highlights: - Insights from repositioning 150+ agencies - Expert contributions from industry leaders Greg Hahn, Rory Sutherland, and Nils Leonard - Strategies for deeper differentiation and increased profitability Learn how to stand out, win more business, and command premium rates. Don't miss this opportunity! Visit marketofone.agency now and unlock your agency's potential. Market Of One Landing Page [https://the-immortal-life-of-ag.captivate.fm/marketofone]

Cornett's CEO: Why female ownership matters – Christy Hiler

Today’s guest is Christy Hiler, owner of Cornett – the Lexington-based creative agency – and one of our industry’s leading voices for women-owned agencies.  A huge advocate of empowering talent, Christy candidly shares her own unusual journey from being Cornett’s president to its owner, including the convictions that guided her forward – and the doubts that held her back.  She talks about the importance of the ‘beautiful but deadly’ venus flytrap in describing what makes Cornett different, as well as her commitment to constant evolution.  Christy also describes how the striking stat that only 1% of US agencies are women-owned sparked the creation of ‘Own It’ – a vibrant community, podcast and summit supporting women who run agencies. This is an inspiring story and taking charge and making a real difference to the wider industry.  HIGHLIGHTS: [05:27] The underdog spirit [09:38] The venus flytrap idea [13:15] Building long-term relationships [17:33] Women leading differently [21:33] The 'Own It' initiative [28:07] How equity fuels creativity [32:07] Unlocking potential [37:13] Doing things differently MORE ABOUT CHRISTY: LinkedIn: linkedin.com/in/christyhiler [https://www.linkedin.com/in/christyhiler/] Website: teamcornett.com [https://www.teamcornett.com/] OwnIt [https://www.untilyouownit.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]

FCB's Global CEO: Excellence as usual – Tyler Turnbull

Today’s guest is Tyler Turnbull, Global CEO of Interpublic’s FCB – remarkably, the winner of Cannes Lions’ North American Network of the Year for seven years running.  Tyler shares the mindset that’s driven this sustained creative and commercial performance. He unpacks where resilience comes from, and how curiosity, experimentation and a willingness to challenge legacy thinking underpins FCB’s momentum.  Tyler also offers a refreshingly honest view of client relationships – including the crucial roles of empathy and deep commercial impact.  Regardless of whether you’re running a small team or a global network, this is a compelling recipe for ongoing success.  HIGHLIGHTS: [02:15] The power of consistency [07:27] Resilience through people [10:10] Reinvention never stops [14:31] Walking in your client's shoes [22:28] Challenging old habits [30:46] Why small steps matter [31:40] Culture built on trying [34:28] Being premium by choice [42:16] Commercial experimentation MORE ABOUT TYLER: LinkedIn: linkedin.com/in/tylerturnbull [https://www.linkedin.com/in/tylerturnbull?originalSubdomain=ca] Website: fcb.com [https://fcb.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: Market of One  If you are a fan of this podcast, then you'll love my new book Market of One, how Your Agency can rewrite the Rules and create a lasting competitive advantage. Sharing my experience, repositioning close to 150 agencies over the last decade. Key Highlights: - Insights from repositioning 150+ agencies - Expert contributions from industry leaders Greg Hahn, Rory Sutherland, and Nils Leonard - Strategies for deeper differentiation and increased profitability Learn how to stand out, win more business, and command premium rates. Don't miss this opportunity! Visit marketofone.agency now and unlock your agency's potential. Market Of One Landing Page [https://the-immortal-life-of-ag.captivate.fm/marketofone]

Yes&'s CEO: What’s in a name? – Zihla Salinas

Today’s guest is Zihla Salinas, CEO of a 40-year-old indie that rebranded as ‘Yes&’. She shares the story behind the name, including how the improv-inspired mindset of ‘accept and build’ has become a blueprint for the business.  This philosophy shapes everything from their M&A strategy and client partnerships, to leadership development and creative delivery. You’ll hear why figure-it-out-ability, curiosity and positivity are Yes&’s measurable values, not just words on a wall. Zihla also unpacks how Yes& cracked the code for working with complex clients, and how great account service – not just great ideas – is often what makes the difference.  HIGHLIGHTS: [02:25] The power of positivity [07:00] The story behind Yes& [11:04] What makes Yes& different [16:10] Figure-Out-Ability [19:30] Communication as a superpower [21:33] Redefining client service [23:12] Spotting positive mindsets [28:42] Cultural alignment in clients [34:46] Learning from success [36:47] Smart cross-selling [40:21] Building strong partnerships MORE ABOUT ZIHLA: LinkedIn: linkedin.com/in/zihla [https://www.linkedin.com/in/zihla/] Website: yesandagency.com [https://yesandagency.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: Market of One  If you are a fan of this podcast, then you'll love my new book Market of One, how Your Agency can rewrite the Rules and create a lasting competitive advantage. Sharing my experience, repositioning close to 150 agencies over the last decade. Key Highlights: - Insights from repositioning 150+ agencies - Expert contributions from industry leaders Greg Hahn, Rory Sutherland, and Nils Leonard - Strategies for deeper differentiation and increased profitability Learn how to stand out, win more business, and command premium rates. Don't miss this opportunity! Visit marketofone.agency now and unlock your agency's potential. Market Of One Landing Page [https://the-immortal-life-of-ag.captivate.fm/marketofone]

UEG's Global CEO: Culture, entertainment and commerce – Jarrod Moses

Today’s guest is Jarrod Moses, Founder and Global CEO of United Entertainment Group (UEG) – part of Edelman. Jarrod unpacks how brands, creators, sports stars and celebrities meet in the fast-evolving world of culture and entertainment marketing. He reveals how UEG structures partnerships that go beyond timesheets and deliverables to also reward performance and behaviours.  Jarrod also discusses the shifting power balance between creators, agencies and clients, the pitfalls of inauthentic partnerships, and the discipline it takes to stay entrepreneurial while leading a global agency network. From UEG’s early work with Rihanna to long-term lessons in leadership, this conversation offers an inspiring look at the mechanics of one of the world’s pre-eminent marketing disciplines.  HIGHLIGHTS: [02:01] The role of emotion [04:35] Enhancing culture [07:46] Taming the celebrity–brand beast [09:35] Three truths of partnership [12:34] Game plans for every client [17:43] Believable spontaneity [22:20] What kills authenticity [27:57] Discovering Rihanna with Jay-Z [33:51] UEG’s commercial formula [35:58] Engaging the C-suite MORE ABOUT JARROD: LinkedIn: linkedin.com/in/jarrod-moses [https://www.linkedin.com/in/jarrod-moses-18481378/] Website: uegworldwide.com/ [https://www.uegworldwide.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: Market of One  If you are a fan of this podcast, then you'll love my new book Market of One, how Your Agency can rewrite the Rules and create a lasting competitive advantage. Sharing my experience, repositioning close to 150 agencies over the last decade. Key Highlights: - Insights from repositioning 150+ agencies - Expert contributions from industry leaders Greg Hahn, Rory Sutherland, and Nils Leonard - Strategies for deeper differentiation and increased profitability Learn how to stand out, win more business, and command premium rates. Don't miss this opportunity! Visit marketofone.agency now and unlock your agency's potential. Market Of One Landing Page [https://the-immortal-life-of-ag.captivate.fm/marketofone]