The Immortal Life of Agencies

Co:definery
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  • Biweekly

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. 2d ago

    Lighthouse Creative’s Co-Founder: Optimising for vibes – Sam Slaughter

    Today’s guest is Sam Slaughter, Co-Founder of Lighthouse Creative, the employee-owned agency choosing happiness over relentless growth. After being fired from his own tech startup, Sam and his co-founder set out to build something different. No investors, no pressure to sell and no obsession with numbers. Instead, they made employee happiness their primary KPI. Sam explains how employee ownership and a real willingness to walk away from the wrong clients have translated that philosophy into a thriving business with healthy commercials. He also challenges the idea of work as the source of creative fulfillment, arguing that a healthy agency leaves room for passions beyond the office. This is a refreshing perspective on success, where the people truly matter as much as the business itself. HIGHLIGHTS: [02:24] Fired from his own startup [06:00] Happiness as the KPI [15:40] Client fit checklist [19:18] Backing the team [23:34] Empathy before judgement [29:54] Embracing side hustles [33:19] Working smarter [36:03] Growth without layoffs MORE ABOUT SAM: LinkedIn: linkedin.com/in/samslaughter Website: lhchq.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

    Lighthouse Creative’s Co-Founder: Optimising for vibes – Sam Slaughter

  2. Oct 20

    StrawberryFrog's Chairman & CEO: Seamless succession – Scott Goodson & Steve Scutellaro

    Today’s guests are Strawberry Frog’s Founder and Chairman Scott Goodson and new CEO Steve Scutellaro. They discuss leadership succession, agency differentiation and staying relevant after nearly three decades in business. Scott reflects on finding a successor who can build on the agency’s legacy without being constrained by it, while Steve shares how he’s aligning people, culture and capabilities for the next chapter. Together they explore Strawberry Frog’s distinctive approach to building ‘movements’, turning communities into active participants, and their views on connecting creativity to measurable business outcomes. Covering leadership, talent models, AI and pricing models, this is a candid snapshot of an established agency upgrading itself amidst huge disruption. HIGHLIGHTS: [04:18] Reputation behind the legacy [09:14] The pilot and controller [11:42] Frogs vs dinosaurs [17:02] Movement as a differentiator [23:10] Results over creative [26:59] Understanding communities [34:25] You don't need an army [36:33] Outcomes-based pricing [38:26] Building AI practitioners MORE ABOUT SCOTT AND STEVE: LinkedIn (Scott): linkedin.com/in/scottgoodson LinkedIn (Steve): linkedin.com/in/steve-scutellaro Website: strawberryfrog.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

    StrawberryFrog's Chairman & CEO: Seamless succession – Scott Goodson & Steve Scutellaro

  3. Oct 13

    Big Spaceship's CEO: Explorers, Not Settlers - Taryn Crouthers

    Today’s guest is Taryn Crouthers, one year in as CEO of Big Spaceship, bringing a distinctly commercial and entrepreneurial perspective to her first agency role. Taryn reflects on the challenge of evolving a 25-year-old agency without losing the heritage that made it distinctive – not least how Big Spaceship’s culture of “explorers, not settlers” shapes everything from operating structures to client partnerships. The conversation explores her approach to change as a first-time CEO, including the “100 things that suck” and using AI to rethink traditional roles and processes. Taryn also shares the thinking behind restoring the Big Spaceship name, creating the brutally honest press release that accompanied it, and developing BSS, their framework for being brave, smart and specific. With a sharp perspective on creativity, AI and talent, this is a thoughtful look at how agency leaders can create the conditions for ambitious people to do their best work. HIGHLIGHTS: [02:15] Building new things [06:47] Natural agency evolution [09:40] The flight plan [12:11] Explorers not settlers [13:40] 100 tasks that suck [19:46] Big Spaceship returns [26:32] BSS: Brave, smart, specific [32:13] Exploration over chaos [37:00] Diverse thinking in creativity [40:22] Evolution of innovation MORE ABOUT TARYN: LinkedIn: linkedin.com/in/taryncrouthers Website: bigspaceship.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

    Big Spaceship's CEO: Explorers, Not Settlers - Taryn Crouthers

  4. Oct 6

    The Working Assembly's Founder: From side hustle to exit – Jolene Delisle

    Today’s guest is Jolene Delisle, Founder of The Working Assembly, the New York-based design-led creative agency she built around a simple idea – assemble the right people around the problem, rather than force every client through the same agency model. Jolene reflects on the unconventional origins of the business, which began as a side hustle while she was working at Meta and pregnant with her daughter. She explains how her Korean origins, adoption and early experience of using art as a form of communication shaped her instinct for storytelling and creative problem-solving. The conversation explores how The Working Assembly evolved as client needs changed, why traditional agency structures became increasingly difficult to justify, and what the current reckoning means for agencies facing smaller budgets and rising expectations. Jolene also shares what she learned from selling the business, why she chose Catalyst, and why she sees smaller, specialised teams working together as a model for the future. HIGHLIGHTS: [02:56] Design as a differentiator [05:17] Side hustle at Meta [07:09] Art before words [12:13] Assembling creative needs [17:05] The agency reckoning [20:12] Specialisation over scale [22:17] Founder-led adaptability [25:19] Finding the right buyer [30:56] Appeal of working closely MORE ABOUT JOLENE: LinkedIn: linkedin.com/in/jolened Website: theworkingassembly.com HOST SOCIALS: LinkedIn: linkedin.com/in/robinbonn Twitter: twitter.com/robonn MORE ABOUT CO:DEFINERY: Website: codefinery.com Book: Market of One

    The Working Assembly's Founder: From side hustle to exit – Jolene Delisle

  5. Sep 29

    The Intangibles' Founding Partner: Unlocking the uncharted – Jon Wilkins

    Today’s guest is Jon Wilkins, best known for co-founding Naked Communications and now a founding partner at The Intangibles. First Jon reflects on what made Naked distinctive – not least how they attracted “brilliant misfits”, protected their culture as they expanded internationally, and built trust by putting client interests first. We also explore his transition via Karmarama into Accenture, helping lead the multi-billion dollar acquisition spree that ultimately built Accenture Song, and arguably redefined the agency landscape. Finally Jon unpacks his latest venture – the new model consultancy, The Intangibles, which addresses opportunities that many client-side CEOs can't yet see. Few people have so consistently explored uncharted territory and Jon openly shares his thinking, his methods, and the lessons learned along the way. HIGHLIGHTS: [03:51] Finding uncharted territory [08:17] Trust through neutrality [11:00] Hiring brilliant misfits [15:11] Codify the culture [21:01] Knowing when to move on [23:46] Accenture’s CMO opportunity [27:55] Building The Intangibles [33:45] Where value comes from [40:20] The value of trust [43:10] Fuelling human superpowers [47:39] Championing new spaces MORE ABOUT JON: LinkedIn: linkedin.com/in/wilkinsjon Website: theintangibles.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

    The Intangibles' Founding Partner: Unlocking the uncharted – Jon Wilkins

  6. Sep 22

    isobel’s Managing Partner: Why isobel Chose to Start Again - Jamie Williams

    Today’s guest is Jamie Williams, Managing Partner at Isobel, the independent agency that’s recently repositioned itself as ‘the brand reset company’. Jamie explains what prompted the change and how it’s designed to capitalise on what the agency does best, as well as reflect where they believe the market is heading. He also shares how productisation helped turn their refined proposition into a clear, three-stage offer, while also making change easier for the team to embrace. This candid conversation combines differentiation, value-based pricing and how to create a better experience for clients. At a time of huge disruption, Jamie offers an insider’s perspective at how an established agency can embrace change without losing what made it distinctive. HIGHLIGHTS: [02:13] Twenty years of independence [05:04] Future proofing the agency [08:16] Breaking creative commoditisation [14:46] Finding the hybrid opportunity [20:59] Knowing when to reset [29:11] Think, create, and do [32:21] Value-based pricing [34:34] Translating differentiation into demand [40:22] The power of brands MORE ABOUT JAMIE: LinkedIn: linkedin.com/in/jamie-williams Website: isobel.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

    isobel’s Managing Partner: Why isobel Chose to Start Again - Jamie Williams

  7. Sep 15

    4As’ CEO: The opportunity in change – Justin Thomas-Copeland

    Today’s guest is seasoned agency leader, Justin Thomas-Copeland – now CEO of the 4As – unpacking their transformation from agency trade body into a more proactive, service-led organisation. He explains why agencies also need to look in the mirror, identify what they’re genuinely brilliant at and resist the temptation to be everything for everyone. Justin shares how specialisation strengthens culture and commercial performance, and why confidence is often a reward rather than a prerequisite. He also offers a positive long-term view on talent for our industry – from the lack of playbook for young people, to the mid-career uncertainty. This is a fascinating conversation with a leader who’s excited by change and full of optimism for what's to come. HIGHLIGHTS: [03:32] A lifelong love of change [07:27] 4As as a service [10:50] Making the hard choices [16:27] Looking in the mirror [20:10] Filling the blind spots [27:13] Build value from your DNA [34:22] Rethinking the talent equation [38:12] Beyond the linear career [46:36] The importance of creative thinkers MORE ABOUT JUSTIN: LinkedIn: linkedin.com/in/justintc Website: aaaa.org MENTIONED IN THE EPISODE: 4As Look Ahead: Looking Ahead to 2026 GenJam via LBB: GenJam Challenges Creatives to Build Live with GenAI 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

    4As’ CEO: The opportunity in change – Justin Thomas-Copeland

  8. Sep 8

    Beers with Friends' Founder: Serving creativity on tap – Dana Hork

    Today’s guest is Dana Hork, Founder of Beers with Friends, the sprint-based creative agency that makes creative firepower available on tap. Drawing on her experience as a brand-side marketer at Jet.com, Walmart and Wonder, Dana explains why she felt the traditional agency model was no longer keeping pace with modern marketing. That’s why Beers with Friends takes a radically different approach – working with one client at a time, bringing the right talent around the table and compressing high-stakes work into five-day sprints. Dana also unpacks how their model creates focus, choosing their ideal clients and how repeat business works without traditional retainers. This is an innovative, positive, and optimistic conversation from a client who decided to do it for themselves. HIGHLIGHTS: [02:16] Selling ‘Beer Runs’ [03:26] Brand side beginnings [09:45] Paying for focus [13:57] Single vs multiple sprints [21:04] People behind the brands [24:58] Competing without competition [27:21] AI the fidelity of ideas [32:07] Designing the client experience [37:29] Optimism through innovation MORE ABOUT DANA: LinkedIn: linkedin.com/in/danahork Website: Beers With Friends 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

    Beers with Friends' Founder: Serving creativity on tap – Dana Hork
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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
    94
  • Rating
    Explicit
  • Copyright
    © Copyright 2026 Co:definery
  • Show Website
    The Immortal Life of Agencies

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