The Immortal Life of Agencies

Parakeeto's CEO: The simplest path to profit – Marcel Petitpas

Today’s guest is Marcel Petitpas, CEO of Parakeeto – the agency profitability specialists. He brings a clear and often counterintuitive perspective on how agencies actually make money. Marcel challenges one of the industry’s most deeply held assumptions, arguing that most agencies don’t have a revenue problem, they have an operational one. Through the lens of what he calls “indigestion, not starvation”, he explains why growth alone rarely fixes profitability, and how flawed frameworks around utilisation, margin and pricing continue to hold agencies back. The conversation explores the shift away from time-based billing, unpacking how abstraction, risk and value shape modern pricing models. Marcel also demystifies value-based pricing, highlighting why Finance shouldn’t be leading and what it really takes to command a premium with sophisticated buyers. Grounded, practical and refreshingly direct, this episode offers a sharper way to think about sustainable profitability. HIGHLIGHTS: [03:53] The cycle of insolvency [07:12] Solving the profitability puzzle [13:38] Pricing starts with margin [19:47] Forecast before measurement [23:32] Shifting the client dynamic [26:40] Deliverables versus real value [30:21] Risk adjusted decisions [36:00] Outcomes over everything [40:29] What drives pricing power MORE ABOUT MARCEL: LinkedIn: linkedin.com/in/marcelpetitpas [https://www.linkedin.com/in/marcelpetitpas/] Website: parakeeto.com [https://parakeeto.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]

Accenture's Head of Innovation: The changing face of innovation – Enda King

Today’s guest is Enda King, Head of Innovation for Communications, Media and Technology at Accenture. Having also worked in media, advertising and brand, he offers a rare perspective on the convergence of agencies and consultancies. Enda describes how innovation has shifted from long-term strategy decks to faster, more adaptive thinking based on experimentation, collaboration and real-world testing. He explains why clients no longer look for fixed answers but for the capability to continuously sense, adapt and respond in an uncertain environment. Drawing on his journey from Carat and TBWA, to Ogilvy and Redscout, he also explores the growing importance of human judgement, curiosity and asking better questions. This is an optimistic yet grounded conversation about embracing ambiguity, building resilience, and redefining how value is created in a rapidly changing world. HIGHLIGHTS: [02:39] Endless possibilities [04:16] Leveraging creative thinking [07:18] Confidence in uncertainty [08:58] Media roots and curiosity [09:48] Brands shaped by culture [16:31] Failure as valuable learning [19:43] Innovation as team sport [30:44] Think like an antagonist [32:14] Delivering speed and certainty [36:44] An opportunity for better ideas MORE ABOUT ENDA: LinkedIn: linkedin.com/in/kingenda [http://linkedin.com/in/kingenda/] Website: accenture.com/us-en [https://www.accenture.com/us-en] 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]

Amplify's Global CEO: Evolving your core discipline – Jonathan Emmins

Today’s guest is Jonathan Emmins, Founder and Global CEO of Amplify, the creative agency known for redefining brand experience for the likes of Google, Netflix, and PlayStation. Jonathan shares how Amplify evolved from experiential onto a broader creative canvas, helping brands become “match fit for 3-D world”. He explains why worldbuilding sits at the heart of their approach, creating ideas that live across channels rather than being dictated by them. The conversation explores the power of culture as a strategic tool, not just a marketing layer, and why brands must earn their place within it. Jonathan also reflects on how Amplify has stayed relevant over nearly two decades – from building teams around curiosity, to balancing scale with boutique thinking. With candid insights on growth, creative integrity and joining Common Interest, this is a thoughtful look at how agencies can evolve without losing what made them distinctive in the first place. HIGHLIGHTS: [02:00] Amplify’s origin story [03:57] A broader creative approach [08:35] Being the ‘safe wildcard’ [09:50] The art of worldbuilding [14:42] Culture as a connector [22:56] Curiosity drives relevance [26:30] Being defined by what you refuse [31:01] Joining Common Interest [38:04] A scrapbook mindset MORE ABOUT JONATHAN: LinkedIn: linkedin.com/in/jonathanemmins [https://www.linkedin.com/in/jonathanemmins/] Website: weareamplify.com [https://www.weareamplify.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]

Dovetail IT's Co-Founder: From back office to boardroom – Greg Caplan

Today’s guest is Greg Caplan, Co-Founder of Dovetail, the IT managed service provider trusted by leading agencies including Uncommon, Quiet Storm and Isobel. Greg brings a rare perspective on how technology is quietly reshaping the agency business model from the inside out. With a background in post-production and years spent supporting creative companies, he explains why IT is no longer a back-office function but a strategic driver of growth, resilience and client trust. The conversation explores how agencies are navigating an increasingly complex landscape of cyber security, compliance requirements and distributed freelance teams. Greg also unpacks the rising importance of technology in new-business, where issues such as data governance and information security are now central to winning major pitches. AI inevitably also features. Greg shares a pragmatic view of how agencies should approach it, from identifying ‘shadow AI’ inside organisations to building leadership-level understanding of the tools reshaping client relationships. HIGHLIGHTS: [04:29] The technology behind agencies [06:19] AI strategy [09:10] Automation powering freelancers [12:28] Smart cyber strategy planning [15:47] Confidentiality, integrity and accessibility [20:04] Rooting out ‘shadow AI’ [25:01] Readiness for leaders [27:19] The rise of specialised AI [29:35] Liberating creativity MORE ABOUT GREG: LinkedIn: linkedin.com/in/greg-caplan [https://www.linkedin.com/in/greg-caplan-ab325847/] Website: Dovetail.london [https://dovetail.london/] 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]

the7stars' Owner: Being a media indie in 2026 – Jenny Biggam

Today’s guest is Jenny Biggam, Owner of the7stars – and one of the most respected voices in independent media. With 20 years at the helm of the UK’s largest independent media agency, she offers a clear and compelling view of what it really means to stay independent in a market obsessed with scale. She explains how only a purely fee-based model creates true neutrality, why transparency isn’t a slogan but a structural choice, and how partnership sits at the heart of everything the agency does. From working collaboratively with platforms and consultancies, to building creative capability inside a media agency, Jenny shares how the7stars has evolved while staying true to its beliefs. The conversation also explores AI, career acceleration, client in-housing and the risks of agencies describing themselves as ‘platforms’. It’s an optimistic, grounded look at where media agencies are heading and why talent, culture and commercial clarity still matter most. HIGHLIGHTS: [03:33] What partnership really means [08:03] The reality of proprietary media [10:32] Platforms as partners [14:00] Pitching against the giants [19:22] Feedback over flip flopping [25:16] A melting pot of skills [27:20] AI in creative development [29:51] The inverted pyramid shift [33:45] Agencies as platforms explained [36:45] Clients in-housing [39:15] Talent drives renewal MORE ABOUT JENNY: LinkedIn: linkedin.com/in/jenny-biggam [https://www.linkedin.com/in/jenny-biggam-6038441/] Website: the7stars.co.uk [https://www.the7stars.co.uk/] 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]