The Immortal Life of Agencies

Having touched on the omnipresent topic that is AI in pretty much every episode, this time we dive right in. Our guest is Chris Johnson, Founder and CEO of the AI consultancy, TomorrowToday.  And wow, does he give value for money. While much of the industry discourse around AI centres on creative tools and ideation speed, Chris is focused on commercial application.  Our conversation starts with him sharing detailed advice on how agencies can reinvent their pitch process using commonly available AI tools. From simple efficiencies, to the creation of synthetic target audiences - and even synthetic clients! - he describes how you can proactively improve not just your ideas, but also how well they land.  Chris also shares his experience of the challenges associated with getting agency teams on board with wholesale adoption of new tools and technologies.  We wrap the episode by looking forward - exploring how AI will inevitably impact the way that agencies sell, price and make money.  This is such a valuable conversation. As well as honesty, humour and pragmatism, Chris brings plenty of clarity - not least on what AI can’t do, as well as how these emerging tools can help you generate real commercial impact.  HIGHLIGHTS [01:41] How Chris first blew my mind [02:51] Reinventing your pitch process with AI [05:50] How synthetic audiences can improve your ideas [10:00] Creating an AI version of what your clients care about [15.30] Creating commercial value with AI tools [18.25] How agency adoption dramatically varies  [20.15] The mindsets that help agencies use AI effectively  [25.20] How AI will redefine the agency business model  [27.25] AI, value-based selling and why differentiation is essential  [32.35] Can agencies really price on deliverables?  [35:50] Advice for agency leaders on driving AI adoption MORE ABOUT CHRIS: LinkedIn - https://www.linkedin.com/in/johnsonchris/ [https://www.linkedin.com/in/johnsonchris/] Website - https://tomorrowtoday.com/ [https://tomorrowtoday.com/] HOST SOCIALS: Linkedin - https://www.linkedin.com/in/robinbonn/ [https://www.linkedin.com/in/robinbonn/]   Twitter - https://twitter.com/robonn [https://twitter.com/robonn]   MORE ABOUT CO:DEFINERY: https://www.codefinery.com [https://www.codefinery.com]

When it comes to advertising agencies, they don’t come much more prestigious than Omnicom’s DDB. Whenever any of us needs a quote of substance, Bill Bernbach - the B in DDB - is always a rich source of wisdom.  So what a treat to sit down with their global CEO, Alex Lubar, to find out what makes DDB successful. Alex speaks to what he sees as the two driving forces of agency culture - momentum and optimism - and how they’re an essential foundation for innovation.  We also cover how quality drives differentiation in a marketplace that’s often seen as oversupplied. And Alex shares his perspective on creating shared goals with clients, as well as how to maintain the trust and transparency required to ensure success.  Alex has an ease in the way he approaches his work, whether that’s dealing with difficult clients or handling the natural ups and downs of agency life. So regardless of whether you’re also in a big global role, this conversation is a valuable masterclass in optimism and positivity. HIGHLIGHTS  [04.07] The two driving forces of agency culture. [05.39] How supportive environments help solve problems. [07.07] Maintaining the highest standard of behaviour in the workplace.  [09.57] Talent management and self-improvement. [15.16] Insights from younger generations.  [19.45] Trends in client behaviour.  [22.30] Building an honest relationship between clients and your team.  [29.00] Perceived oversupply in the agency market. [30.25] Differentiation comes through the lens of quality.  [32.48] How clients choose agencies.  MORE ABOUT ALEX: LinkedIn - linkedin.com/in/alex-lubar-292b744/ [https://www.linkedin.com/in/alex-lubar-292b744/]  Website - ddb.com/ [https://www.ddb.com/]  HOST SOCIALS: Linkedin - https://www.linkedin.com/in/robinbonn/ [https://www.linkedin.com/in/robinbonn/]   Twitter - https://twitter.com/robonn [https://twitter.com/robonn]   MORE ABOUT CO:DEFINERY: https://www.codefinery.com [https://www.codefinery.com]

In seven short years, Uncommon Creative Studio has gone from launch to the very top of the advertising world. Alongside the reputation, the awards and of course the work, their deal with Havas now gives them the scale to go truly global.  So how can a newly minted agency achieve so much success so quickly? To find out, we sat down with one of Uncommon’s founders, Natalie Graeme.  Starting with Uncommon’s origin story, Natalie unpacks just how deliberately she, Lucy and Nils have authored the agency’s story - from why it exists, who they aspire to work with, and how this impacts the kinds of briefs their clients bring them.  She also speaks to what made her want to start a different kind of agency; one with a broader skill-set than many ‘advertising’ agencies, and the freedom to protect talent from the kind of unimaginative briefs that lead to uninspiring work.  If you run an agency that aspires to work with open-minded clients on consistently interesting briefs, then there’s a lot to learn here.  HIGHLIGHTS  [02.15] Uncommon’s origin story.  [06.10] Understanding your agency’s place in the world.  [08.40] There’s more than one way to answer a business problem.  [14.35] Being upfront with clients about fit.  [19.55] How brands can cut-through in today’s world. [25.00] Valuing talent by cutting out the ‘faff fat’.  [28.45] AI, creativity and justifying a premium. [34.00] How agency founders can cultivate innovation.  MORE ABOUT NATALIE: LinkedIn - linkedin.com/in/natalie-graeme-93608b4/ [https://www.linkedin.com/in/natalie-graeme-93608b4/]  Twitter - https://twitter.com/nattergraeme [https://twitter.com/nattergraeme] Website - uncommon.studio/ [https://www.uncommon.studio/]  HOST SOCIALS: Linkedin - https://www.linkedin.com/in/robinbonn/ [https://www.linkedin.com/in/robinbonn/]   Twitter - https://twitter.com/robonn [https://twitter.com/robonn]   MORE ABOUT CO:DEFINERY: https://www.codefinery.com [https://www.codefinery.com]

Sue Unerman is the Chief Transformation Officer of EssenceMediacomX. And having spent 34 years with Mediacom in its various incarnations, it’s fair to say that ‘transformation’ is a subject that Sue knows a thing or two about.  Unpacking her personal journey across five decades (sorry, Sue!), this far-reaching conversation explores how to build an agency career amidst constant change and increasing uncertainty.  From playing to your strengths, to the impact of having great bosses, Sue shares her typically thoughtful observations on how to thrive as an introvert, particularly if your skills don’t conform to the norms.  We also address the resilience of the patriarchy, in particular how gender influences career progression and why men progress faster than equally capable women.  Sue also advocates strongly for fairness and straight talking, as well as how agency leaders can foster a sense of belonging - especially for young talent as they make their way in the industry.  HIGHLIGHTS [02.10] Sue’s career journey. [04.48] The importance of collaboration.  [08.22] What it takes to play to your strengths.  [12.30] The two ways of building a career in agencies. [16.11] Different approaches for introverts and extroverts. [20.34] The value of fairness and straight talking. [23.50] Levelling the playing field for women in agencies. [30.21] Glass-slipper syndrome and what makes a ‘job’ a job. MORE ABOUT SUE:  LinkedIn - linkedin.com/in/sue-unerman-7945058/ [https://www.linkedin.com/in/sue-unerman-7945058/]  Twitter - https://twitter.com/SueU [https://twitter.com/SueU]  Sue’s books -  https://www.amazon.co.uk/stores/Sue-Unerman/author/B007STF5DS [https://www.amazon.co.uk/stores/Sue-Unerman/author/B007STF5DS]  Sue's blog - sueunerman.com [https://sueunerman.com/] HOST SOCIALS: Linkedin - www.linkedin.com/in/robinbonn [http://www.linkedin.com/in/robinbonn] Twitter - twitter.com/robonn [http://twitter.com/robonn] MORE ABOUT CO:DEFINERY: www.codefinery.com [https://www.codefinery.com]

Our guest today is the wonderful Harjot Singh - Global Chief Strategy Officer at McCann & McCann Worldgroup. This is a rich and personal conversation about the impact of people being different in our industry.  Harjot has a real way with words and he shares some lovely thoughts, not least on the critical difference between discipline and dogma when it comes to great work. He also beautifully captures what he calls the ‘dance’ that occurs between agencies and their clients as we strike a balance between offering certainty and possibility.  Harjot also speaks candidly about there not being a playbook to follow as he progressed through the ranks. And his perspective on imposter syndrome is particularly powerful; using his own doubts as a prompt to search for more information and greater insight.  I really love the groundedness that Harjot brings to the conversation. If you’re looking for an example of how to stay present, really listen and offer genuine answers, there’s a lot to learn here. He talks the talk on being yourself and he certainly walks the walk too.  HIGHLIGHTS: [05.38] Balancing certainty and possibility. [07.36] The art of persuasion and positive outcomes. [12.13] Why observation and attention is so important. [19.00] Listening to your mind and processing what you hear. [24.22] Why good people make good leaders.  [30.07] You can't do different if you're not different. [34.32] Advice for agency leaders. MORE ABOT HARJOT: LinkedIn - linkedin.com/in/harjot-singh-30a33b2/ [https://www.linkedin.com/in/harjot-singh-30a33b2/]  Twitter - https://twitter.com/iamharjsingh [https://twitter.com/iamharjsingh]  HOST SOCIALS: Linkedin - https://www.linkedin.com/in/robinbonn/ [https://www.linkedin.com/in/robinbonn/]   Twitter - https://twitter.com/robonn [https://twitter.com/robonn]   MORE ABOUT CO:DEFINERY: https://www.codefinery.com [https://www.codefinery.com]