GOOD CEOs

Unknown Ltd

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Our platform, built by the team at Unknown Ltd, explores the people, ideas, and decisions shaping business, culture, and creativity today. We create long-form conversations and short-form films with founders, operators, and cultural leaders who are building in uncertain, high-growth environments, and choosing to play bigger anyway. This channel is home to: Good CEOs, Untalented, and our partnership with Canva at Cannes and SXSW.

17 giu

The CEO Who Wouldn't Put His Name on the Door

James Greenfield could have called his agency Greenfield, Matthews and Roden. Instead he called it Koto and built it into a global powerhouse working with Airbnb, Amazon, Google and Microsoft, all while staying true to one belief: creativity is a team sport, not a solo genius act. In this episode, James talks about why he traded his name for longevity, what it really means to take private equity money into a creative business, why he thinks AI raises the floor while only humans can raise the ceiling, and his three predictions for where the creative economy is headed next.

53 min
Trailer

Season 2, Let’s Go

Ollie explores why creativity and capital are far less opposed than we often imagine. From agency leaders and artists to investors and founders, we unpack how both worlds depend on risk, foresight, storytelling and the ability to spot what people will care about next. We look at why markets move on stories as much as numbers, what creatives can learn from finance, and why the future belongs to leaders who can translate meaning into money without losing integrity.

10 min
22 apr

Rewriting your worth: Let’s make creatives rich.

Why do agencies struggle to price their work properly? And why does design create so much value… yet capture so little of it?In this episode of Good CEOs, Ollie Scott sits down with Leland Maschmeyer, co-founder of Collins and former Chief Creative Officer at Chobani, to unpack one of the biggest problems in the creative industry: value vs pricing.Leland doesn’t hold back.From why agencies are stuck selling time instead of value, to why pricing is a creative act (not a financial one), to how design is moving closer to finance and value creation, this is a deep dive into how the entire creative economy is being reshaped.

54 min
8 apr

Get Closer To The Work

Alex Lubar ran one of the world's biggest ad agencies. Then he pivoted. In this episode, the former global CEO of DDB talks about what you lose as you climb the ladder, why smaller organisations can now out-punch the holdcos, and what AI is actually changing versus what's just noise. Plus three predictions that will make you rethink where the industry is heading.

53 min
25 mar

Have We Got Worse At Being...Human?

Ollie Scott flies solo for episode four, drawing on Unknown's 1,000+ monthly conversations and a two-and-a-half-hour Good CEOs roundtable to unpack what's really keeping agency leaders up at night.

36 min
10 mar

How Social Became the Brand Engine

In this episode of Good CEOs, Laura Tannenbaum, CEO of Fabric Social and co-founder of That Lot, explains why social has moved from being a marketing channel to the place where brands are actually built. Hosted by yours truly, Ollie Scott. We discuss the return of organic reach, why brands are now competing with creators as much as other companies, and the rise of lo-fi “janky” content over polished campaigns. It’s a conversation about how the rules of brand building have changed, and what leaders in this space need to rethink if they want their brands to stay relevant.

57 min
18 feb

What Will Shape The Future Of Agencies?

This episode is perfect if you’re a CEO, founder, or creative leader feeling the pressure of industry shifts. Ollie Scott, founder of UNKNOWN, dives deep into pragmatic, proven tactics that challenge industry and reveal new paths to scale Stay ahead of the curve, master the art of strategic transformation, and make growth inevitable because in today’s world, the companies that adapt fastest will win big.

40 min
4 feb

Three Predictions For Creative Economy In 2026

I'm Ollie Scott and welcome to Good CEOs. Every other week, we will look at the facts, feelings, and future predictions shaping the creative economy right now. So, for the first one of 2026, we've invited Global CEO Toby Southgate. Could a billion-dollar independent agency be on the horizon? And what would it take to revive iconic brands like JWT or DDB in today’s world? If you're a leader or aspiring CEO eager to understand the seismic shifts, private equity trends, and disruptive strategies redefining the landscape, this series will be your playbook.

59 min

Trailer

Season 2, Let’s Go

Ollie explores why creativity and capital are far less opposed than we often imagine. From agency leaders and artists to investors and founders, we unpack how both worlds depend on risk, foresight, storytelling and the ability to spot what people will care about next. We look at why markets move on stories as much as numbers, what creatives can learn from finance, and why the future belongs to leaders who can translate meaning into money without losing integrity.

3 giu

•

10 min

Our platform, built by the team at Unknown Ltd, explores the people, ideas, and decisions shaping business, culture, and creativity today. We create long-form conversations and short-form films with founders, operators, and cultural leaders who are building in uncertain, high-growth environments, and choosing to play bigger anyway. This channel is home to: Good CEOs, Untalented, and our partnership with Canva at Cannes and SXSW.

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Unknown Ltd
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2K
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8
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