The Immortal Life of Agencies Co:definery

Ruth Mortimer is the Global President of Advertising Week, so it’s fair to say that she has an unusually broad perspective on our industry, on clients and of course on agencies. 
In this episode, you can really feel her breadth of knowledge - as well as her passion for creativity - as she compares and contrasts different markets. In particular, Ruth unpacks what’s holding back the UK market, as well as what agencies can do about it. 
She also shares her very personal perspectives on AI - not least how it can democratise creativity by bringing voices and innovations into the industry. 
Ruth’s optimism is infectious and her examples are inspiring. So if that sounds like a good way to invest half an hour, then you’ll definitely enjoy this episode.

HIGHLIGHTS:
[03.39] Creativity from a global perspective and how the industry can be different in different places.
[08.43] What causes the lack of creative business problem-solving in the UK? 
[13.31] The right government can open new possibilities to the UK advertising industry.
[16.00] How can we remedy the lack of hope and optimism in the industry? 
[23.39] The impact AI brings to the creative web. 
[28.14] How AI could be a great tool to introduce new voices to the creative industry.
[31.38] Diversity and its impact on a successful business
[35.57] Practical advice for industry leaders.

GUEST SOCIALS:
LinkedIn - linkedin.com/in/ruthmortimer/ 
Website - advertisingweek.com/
STUFF WE MENTION:
Advertising Associations 'Ad Pays' research - https://adassoc.org.uk/advertising-pays/
HOST SOCIALS:
Linkedin - https://www.linkedin.com/in/robinbonn/ 
Twitter - https://twitter.com/robonn 
MORE ABOUT CO:DEFINERY:
https://www.codefinery.com

Today’s episode is powerful. It's a conversation with Rob Campbell, Chief Strategy Officer at Colenso BBDO in Auckland. The topic is diversity in agencies - and how those of us with privilege can and should be doing more.
Rob brings humanity and curiosity to his experience of diversity from beyond the shiny Western boardrooms of Soho and Madison Avenue, openly discussing what he got wrong in living and working in the US, China, Singapore, Japan and New Zealand (to name a few) as well as sharing practical advice on what he learned agency leaders can do better.
This is a rare opportunity to hear a privileged white man - one who’s at the very top of our industry - speak so candidly about his own learning journey, including a transformative experience watching the movie ‘Get Out’ with three women from the black community. 
If you believe that diversity makes agencies and creativity stronger and you aspire to be a more inclusive leader, then there’s a lot here for you.
CHAPTERS:
4.25 Becoming militant about DEI responsibility
06.53 Travelling the world based on curiosity
09.50 How knowledge of history is essential for innovation
13.30 How to bring diverse truths into the workplace
16.05 Western privilege in Black Lives Matter
21.55 What privileged white men can do differently
25.30 How to stop worrying about saying the wrong thing
32.45 Proactively creating the conditions for others to thrive
35.15 Getting past white fragility
36.12 Practical advice for agency leaders
MORE ABOUT CO:DEFINERY:
https://www.codefinery.com
HOST SOCIALS:
Linkedin - https://www.linkedin.com/in/robinbonn/ 
Twitter - https://twitter.com/robonn 
GUEST SOCIALS:  
Linkedin - https://www.linkedin.com/in/rob-campbell-723593/
Twitter - https://twitter.com/Robertc1970

How clear are you on what clients REALLY want from agencies? And what if you could ask someone with a unique perspective on how agencies do great work? 
Our guest on this episode is David Meikle. The classic ‘poacher turned gamekeeper’, he was previously an agency leader, working for Grey and latterly running Ogilvy in Russia, and now he’s a search consultant. David’s also a compassionate, innovative and rigorous thinker about the advertising and marketing industry, which you’ll know if you’ve read his books. 
This far-reaching conversation covers commerciality and profit, the risks of productising your offer, and how to strike a fairer deal with procurement. We also explore why agencies are poor negotiators and a surprising truth about how less exciting clients often get better work. 
David also offers a new way to think about agency differentiation - one that clients are taking increasingly seriously.
CHAPTERS:
2.26 The difference between finance and commerciality
5.04 What agencies don't understand about profit conversion
11.07 How agencies enable Procurement to dominate them
15.10 The risks of productising agency services
24.20 Why agency marketing is like car insurance
27.15 The role of the agency's employer brand
31.30 Distinctiveness vs uniqueness
40.10 How conservative clients can get better work
42.01 Agency failures in negotiation
43.40 The concept of 'buyer's profit'
46.25 Opportunities for your employer brand

MORE ABOUT CO:DEFINERY:
https://www.codefinery.com
HOST SOCIALS:
Linkedin - https://www.linkedin.com/in/robinbonn/ 
Twitter - https://twitter.com/robonn 

GUEST SOCIALS:  
Linkedin - https://www.linkedin.com/in/david-meikle-6194405/

DAVID'S BOOKS:
https://www.amazon.com/stores/David-Meikle/author/B071NLVJBW

LINKS:
Why Work Sucks and What to do About it - https://www.amazon.com/Why-Work-Sucks-How-Joke/dp/1591842034/
The No Asshole Rule - https://www.amazon.com/Asshole-Rule-Civilized-Workplace-Surviving/dp/0446698202

In this episode, Robin chats with Michael Farmer - Chairman and CEO of Michael Farmer and Co. and an influential author on agency transformation. They discuss the commercial challenges and opportunities facing agencies and explore the need for a radical change in the business model. 
Michael highlights the stagnation in client growth, the impact of AI on agency profitability and the historical focus on cost reduction over client performance. They also explore the idea of agencies taking a more consultative approach, productising solutions and charging for scopes of work instead of selling time. 
Micheal and Robin close the episode on a strong note of optimism - sharing examples of leaders (on the client side, as well as agency side) who are affecting genuine change. 
If you’re keen to evolve your agency’s business model but aren’t certain that it’s possible, then this is the episode for you.
CHAPTERS:
04:15 The lack of profitability within agencies.
10:03 The loss of AOR status. 
14:50 The lack of knowledge sharing within agencies.
22:42 AI will reduce at least 20% of billable hours.
32:42 Having the confidence to step outside the brief.
37:40 Focusing on impactful work and lasting growth for clients.
41:39 AstraZeneca’s Agency Partnership Certification program.
43:20 Procurement leaders advocating for positive change.
MORE ABOUT CO:DEFINERY:
https://www.codefinery.com

HOST SOCIALS:
Linkedin - https://www.linkedin.com/in/robinbonn/ 
Twitter - https://twitter.com/robonn 

GUEST SOCIALS:  
Linkedin - https://www.linkedin.com/in/michaelfarmer/

Michael's books:
https://www.amazon.com/stores/Michael-Farmer/author/B06X9PZB4D

In this episode, Robin is joined by author, thinker and Genius Steals Co-Founder, Faris Yakob. Famed for his ‘digital nomad’ lifestyle as much as his insights, a LOT of agency people ask him about how to go freelance. 
So he and Robin explore why agency life sucks for a lot of people and what agency leaders can do to avoid great talent choosing to be independent consultants instead. 
Unpacking his own ‘accidental’ journey to becoming a consultant, Faris shares what he sees as the limitations and constraints of working in a traditional agency role. He and Robin also explore the business model inefficiencies that contribute to the pressures that agency CEOs face. 
If you’re interested in Faris’ recipe for how ‘unkillable’ agencies can thrive in an era of increased competition, then don’t miss this episode. 
CHAPTERS:
02.20 Why agency life sucks
07.35 How Faris’ nomadic life outside agencies came about 
12.20 What people look for from their jobs 
14.20 How our business model puts agencies in opposition to clients
17.40 Learnings from the world of management consultancy 
21.30 Advice for agency leaders to help them keep top talent
25.20 What makes agencies ‘unkillable’ 
29.30 The quest for new models 
32.20 How creativity can inform every level of the agency business
35.40 Kellogg’s long-term thinking for agencies from 1989
MORE ABOUT CO:DEFINERY:
https://www.codefinery.com

HOST SOCIALS:
Linkedin - https://www.linkedin.com/in/robinbonn/ 
Twitter - https://twitter.com/robonn 

GUEST SOCIALS:  
Linkedin - https://www.linkedin.com/in/farisyakob/ 
Twitter - https://twitter.com/faris 

More on JWT and Kellogg’s
https://www.warc.com/newsandopinion/opinion/clients-arent-just-for-christmas/6494

In this episode, Robin is joined by acclaimed advertising guru Rory Sutherland.
Known for his innovative thinking, particularly in applying principles of behavioural economics to advertising and consumer behaviour, he and Robin explore the barriers to innovation in modern agencies. 
From accidental innovations like Viagra, to the value of inefficiency, as well as the alignment of briefs to organisational needs, rather than those of the consumer, this far-reaching conversation offers a wealth of inspiration for having a different kind of conversation with your clients. 
They also share ideas on commercial innovation - like why agencies don’t adopt models from other industries, and how to avoid being hampered by a default to convention. 
Rory also shares a powerful observation about annual reports that you can never unhear. 
This is a fascinating perspective on the future of agencies and the cultural shifts required for meaningful progress. 
CHAPTERS:
02.18 Why advertising is like the 1920s fashion industry.
04.20 We only solve the problems we’re asked to solve.
06.08 Innovation happens in reverse.
06.52 Proactive creativity is seen as a cost. 
09.54 The danger of AI in creative thinking. 
13.38 Most problems aren’t clear until we try to solve them. 
18:12 Why Cannes should be about buying ads not awarding them. 
21.10 Most of the wealth of creativity is stolen by the advertising bureaucracy. 
24.05 Agencies sell like bad estate agents.
26.10 We can’t innovate when we’re paid by the hour. 
35.20 How media and creative agencies differ on entrepreneurialism. 
38.25 Improving profit through ‘network effects’. 
45.52 Reinventing incentives for innovation. 
47.36 Why annual reports hamper Marketers.
MORE ABOUT CO:DEFINERY:
https://www.codefinery.com/
HOST SOCIALS:
Linkedin - https://www.linkedin.com/in/robinbonn/
Twitter - https://twitter.com/robonn 
GUEST SOCIALS:  
Linkedin - https://uk.linkedin.com/in/rorysutherland
Twitter - https://twitter.com/rorysutherland 

Rory's Publications:  
https://www.amazon.com/stores/Rory-Sutherland/author/B07L3WRSWM

Wavemaker’s Chris Peters’ newsletter ‘B2B Excellence’:
https://www.b2bexcellence.co/