The Immortal Life of Agencies

Co:definery
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Fancy a bit more positivity around the business of running an agency? Welcome to Co:definery’s podcast ‘The Immortal Life of Agencies’. Here we celebrate the visionaries and change-makers who are actively future-proofing the agency sector. Each episode features our CEO Robin Bonn having short, sharp conversations - sometimes even friendly arguments - with some of the biggest, broadest and deepest thinkers in our industry. These are the leaders who’ve been there, done that and are happy to talk about the t-shirt - even if it’s a bit grubby. Expect untold stories of progress - always optimistic and never dull.

  1. Rethink’s Global Chief Strategy Officer: Showing up with a point of view – Sean McDonald

    17H AGO

    Rethink’s Global Chief Strategy Officer: Showing up with a point of view – Sean McDonald

    Today’s episode features Sean McDonald, Global CSO and Partner at Rethink, exploring the power of belief. Sean’s built a reputation for candour, competitive ambition and an unwavering belief in setting the standard. But he hasn’t always led that way. He reflects on how letting go of the need to ‘win’ every meeting transformed his leadership and why discovering the answer matters more than having it. Following his journey from politics and public affairs into advertising, Sean unpacks the myth of the ‘all-knowing’ strategist, explains why strong opinions must be loosely held and shares how envy can raise standards. The conversation also looks ahead, exploring growth, independence and why agencies must commit to what they optimise for. HIGHLIGHTS [02:10] Bluntness with manners [06:22] Discovering over knowing [12:08] Cult of the hero [15:38] Competition and respect [20:32] Setting global standard [24:51] Have an opinion [29:00] The goal isn't growth [31:18] Making bets [33:21] Growth versus ‘good’ [38:00] Embracing the future MORE ABOUT SEAN: LinkedIn: linkedin.com/in/seanamcdonald HOST SOCIALS: LinkedIn: linkedin.com/in/robinbonn Twitter: twitter.com/robonn MORE ABOUT CO:DEFINERY: Website: codefinery.com Book: Market of One 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

    40 min
  2. Toptal’s Practice Director, Advertising & Brand Marketing: Redefining on-demand talent – Christine Olivas

    FEB 10

    Toptal’s Practice Director, Advertising & Brand Marketing: Redefining on-demand talent – Christine Olivas

    Today’s guest is Christine Olivas – Practice Director, Advertising & Brand Marketing at Toptal, the world's largest, fully remote workforce. Christine describes how on-demand talent has evolved from a stop-gap to a strategic growth lever for modern agencies, enabling them to build flexible teams that respond faster, protect margins and deliver stronger work. Drawing on her experience scaling on-demand teams globally, she unpacks how moving beyond rigid resourcing helps agencies handle new-business surges, access specialist expertise and reduce pressure on core teams. With an optimistic view of the future, Christine reflects on evolving workforce values, new career paths, and building agencies that are more human, resilient and fit for what comes next. HIGHLIGHTS: [02:33] A shifting workforce [05:03] Dynamic demand for talent [09:12] Moving beyond the stopgap [13:10] CMOs want chemistry [15:58] Support without spotlight [20:03] New business influx [24:29] Flexible pricing [29:01] Freelance is evolving [32:51] Portfolios open doors [36:54] Great ideas come anywhere MORE ABOUT CHRISTINE: LinkedIn: linkedin.com/in/colivas Forbes CMO research HOST SOCIALS: LinkedIn: linkedin.com/in/robinbonn Twitter: twitter.com/robonn MORE ABOUT CO:DEFINERY: Website: codefinery.com Book: Market of One 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

    41 min
  3. Acadia's CEO & Co-Founder: How principles are good for business – Jared Belsky

    FEB 3

    Acadia's CEO & Co-Founder: How principles are good for business – Jared Belsky

    Today’s guest is Jared Belsky, Co-Founder and CEO of Acadia – the hugely successful digital marketing and analytics agency. This is a masterclass in optimism, principled leadership and long-term thinking. Jared shares why bravery and belief sit at the heart of great leadership, from taking outspoken ethical stances, to building an agency designed to nurture future CEOs. We explore how Acadia has deliberately moved away from the boom-and-bust model that afflicts so many agencies, instead embracing more sustainable economics and intelligent specialization that doesn’t rely on a single vertical sector. Jared also offers a refreshingly positive view of the next generation, arguing they’re the most empowered yet, particularly when genuinely supported with thoughtful use of AI and automation. HIGHLIGHTS: [02:09] Where Acadia came from [04:41] Integrity in media buying [08:51] Stay profitable while doing good [11:50] Agencies as teaching platforms [17:29] Embracing economic diversity [21:12] The mid-market thesis [23:01] Saying "No" to P&G [27:37] Living the values [30:31] Empowering the team with technology [33:23] Three trends reshaping media MORE ABOUT JARED: LinkedIn: linkedin.com/in/jaredbelsky HOST SOCIALS: LinkedIn: linkedin.com/in/robinbonn Twitter: twitter.com/robonn MORE ABOUT CO:DEFINERY: Website: codefinery.com Book: Market of One 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

    39 min
  4. Dentsu North America’s CEO: Why Dentsu believes in agency brands – Beth Ann Kaminkow

    JAN 27

    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 Mentioned in the episode: Robin’s book – Market of One: amazon.com/Market-One-rewrite-competitive-advantage HOST SOCIALS: LinkedIn: linkedin.com/in/robinbonn Twitter: twitter.com/robonn MORE ABOUT CO:DEFINERY: Website: codefinery.com Book: Market of One 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

    39 min
  5. Bodacious' Founder: A life more curious – Zoe Scaman

    JAN 20

    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 Website: bodacious.be HOST SOCIALS: LinkedIn: linkedin.com/in/robinbonn Twitter: twitter.com/robonn MORE ABOUT CO:DEFINERY: Website: codefinery.com Book: Market of One 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

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

    JAN 13

    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 LinkedIn (Andrew): linkedin.com/in/andrew-o-dell SILVERSIDE AI: Silverside.ai HOST SOCIALS: LinkedIn: linkedin.com/in/robinbonn Twitter: twitter.com/robonn MORE ABOUT CO:DEFINERY: Website: codefinery.com Book: Market of One

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

    12/23/2025

    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 Fusion Front Media: linkedin.com/company/fusionfront-media LinkedIn (Brian): linkedin.com/in/brianwieser Madison & Wall: madisonandwall.com HOST SOCIALS: LinkedIn: linkedin.com/in/robinbonn Twitter: twitter.com/robonn MORE ABOUT CO:DEFINERY: Website: codefinery.com Book: Market of One 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

    42 min
  8. MIRIMAR's CEO: Making it ‘worth it’ – Luke McKelvey

    12/16/2025

    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 Website: mirimarus.com HOST SOCIALS: LinkedIn: linkedin.com/in/robinbonn Twitter: twitter.com/robonn MORE ABOUT CO:DEFINERY: Website: codefinery.com Book: Market of One 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

    46 min
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About

Fancy a bit more positivity around the business of running an agency? Welcome to Co:definery’s podcast ‘The Immortal Life of Agencies’. Here we celebrate the visionaries and change-makers who are actively future-proofing the agency sector. Each episode features our CEO Robin Bonn having short, sharp conversations - sometimes even friendly arguments - with some of the biggest, broadest and deepest thinkers in our industry. These are the leaders who’ve been there, done that and are happy to talk about the t-shirt - even if it’s a bit grubby. Expect untold stories of progress - always optimistic and never dull.

Information

  • Creator
    Co:definery
  • Years Active
    2024 - 2026
  • Episodes
    64
  • Rating
    Explicit
  • Copyright
    © Copyright 2026 Co:definery
  • Show Website
    The Immortal Life of Agencies

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