The Immortal Life of Agencies

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 Diagnostic Questionnaire Landing Page [https://the-immortal-life-of-ag.captivate.fm/dq]

Bodacious' Founder: A life more curious – Zoe Scaman

Today’s guest is Zoe Scaman, founder of Bodacious – and one of our industry's most original and outspoken thinkers. She’s built her career by following her curiosity, from her early days at Naked Communications to optimising her own business around freedom and variety. Zoe shares her take on why the traditional agency model has reached breaking point, how creativity is being squeezed by efficiency, and what a new era of talent could look like. She also speaks about building her personal brand, using writing as a thinking tool, and the importance of openness, vulnerability and speaking out. If you’re questioning what’s next for agencies – or yourself – Zoe offers both a reality check and a dose of inspiration. HIGHLIGHTS: [02:03] Freedom to be 'Bodacious' [04:24] The magic of misfits [08:35] Death by a thousand cuts [13:11] Data versus creativity [15:07] Freedom versus growth [21:44] The grey soup crisis [25:30] Breaking silence with courage [27:56] Thinking out loud in public [33:59] Learning through disagreement [37:54] Branding by machines MORE ABOUT ZOE: LinkedIn: linkedin.com/in/zoescaman [https://www.linkedin.com/in/zoescaman/?originalSubdomain=uk] Website: bodacious.be [https://bodacious.be/] 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 Diagnostic Questionnaire Landing Page [https://the-immortal-life-of-ag.captivate.fm/dq]

SILVERSIDE AI's Co-Founders: Inside Coke’s AI-powered Christmas campaign – PJ Pereira and Andrew O'Dell

Today’s guests are PJ Pereira and Andrew O’Dell, co-founders of renowned creative agency Pereira O’Dell as well as their AI venture SILVERSIDE– fresh from delivering Coca-Cola’s fully AI-generated 2026 Holidays Are Coming campaign. Alongside the controversy and lessons learned, PJ and Andrew explain why SILVERSIDE was spun-out as a separate business, how speed and experimentation are reshaping creative processes, and why culture is everything when navigating change. They also explore how AI is accelerating pressure on traditional agency business models – from production workflows to how value is priced and rewarded. This is an honest, optimistic conversation about fear, reinvention and leadership in a moment of rapid transformation. HIGHLIGHTS: [02:13] Reinventing an icon [07:57] From creative indie to AI Lab [15:48] Resilience in the echo chamber [17:18] Finding the hand raisers [23:45] Rethinking creative value [26:00] Exposing broken models [30:31] Learning by doing [33:14] People-first mentality [36:01] The gap between indies and network agencies MORE ABOUT PJ PEREIRA AND ANDREW O'DELL: LinkedIn (PJ): linkedin.com/in/pjpereira [https://www.linkedin.com/in/pjpereira/] LinkedIn (Andrew): linkedin.com/in/andrew-o-dell [https://www.linkedin.com/in/andrew-o-dell-6728207/] SILVERSIDE AI: Silverside.ai [https://www.silverside.ai] 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]

Agency Business' Co-Hosts: Going deep on decision-making – Olivia Morley & Brian Wieser

Today’s guests are Brian Wieser and Olivia Morley – not only the co-hosts of the fantastic ‘Agency Business’ podcast, but Brian is also a seasoned analyst across advertising, tech and finance, and Olivia is an editorial and communications specialist, formerly of Adweek and Forrester. Together, they bring an unusually rigorous focus to the choices agency leaders make. We explore why the sector is not, despite the prevailing narrative, in crisis – and why metrics such as capital efficiency and long-term value creation are often overlooked. Olivia offers a critical perspective on organisational structure, culture, and operational reality, while Brian unpacks how agencies should think about investment, scale and survival. We also dig into whether independents are truly ‘having a moment, the divergence between media and creative businesses, and why holding companies are describing themselves as platforms. HIGHLIGHTS: [01:58] Inside agency journalism [03:58] The business of agencies [07:12] Curiosity behind decisions [12:54] Investing wisely [16:52] Facts over feelings [21:22] Pseudo independence [24:38] Media scale versus creativity [26:53] Agencies as platforms [31:04] Technology drives consolidation [37:54] Specialisation as strategy MORE ABOUT OLIVIA AND BRIAN: LinkedIn (Olivia): linkedin.com/in/oliviamorley [https://www.linkedin.com/in/oliviamorley/] Fusion Front Media: linkedin.com/company/fusionfront-media [http://linkedin.com/company/fusionfront-media] LinkedIn (Brian): linkedin.com/in/brianwieser [https://www.linkedin.com/in/brianwieser/] Madison & Wall: madisonandwall.com [http://madisonandwall.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 Diagnostic Questionnaire Landing Page [https://the-immortal-life-of-ag.captivate.fm/dq]

MIRIMAR's CEO: Making it ‘worth it’ – Luke McKelvey

Today’s guest is Luke McKelvey, Co-Founder and CEO of MIRIMAR – the creative company helping brands achieve cultural significance in a world where traditional advertising isn’t enough. And as of last week, ADWEEK’s newly minted small agency of the year for 2025. Luke reflects on MIRIMAR’s early challenges, from launching ‘too soon’ in 2019 to navigating the pandemic. He also shares how conviction, focus, and a clear filtering system helped them find their footing with the right clients. The conversation breaks down MIRIMAR’s ‘foundation and fame’ model – aligning brand and business, with smart talent partnerships that create impact without relying solely on paid media.  Packed with sharp thinking, honest lessons, and a healthy dose of optimism, this is a masterclass in building an agency you truly believe in.  HIGHLIGHTS: [02:02] Navigating early challenges [06:58] Ambition over status quo [09:26] The power of clarity [15:51] Foundation and fame [17:58] Positioning as an entertainment agency [26:17] New era of partnerships [29:18] Aligning intent and incentives [35:12] Doubling down on insight [38:47] Why north stars matter [41:21] Making work worth it MORE ABOUT LUKE: LinkedIn: linkedin.com/in/luke-mckelvey [https://www.linkedin.com/in/luke-mckelvey-33824621] Website: mirimarus.com [https://www.mirimarus.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 Diagnostic Questionnaire Landing Page [https://the-immortal-life-of-ag.captivate.fm/dq]