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. Main Character's Co-Founders: Making the impossible happen – Courtney Worthman & Stacey Gersten

    Jun 16

    Main Character's Co-Founders: Making the impossible happen – Courtney Worthman & Stacey Gersten

    Today’s guests are Courtney Worthman and Stacey Gersten, Co-Founders of Main Character, the celebrity partnership specialists helping brands stop buying celebrities and start buying into culture. Drawing on two decades of experience across entertainment, advertising and PR, Courtney and Stacey explain why moving ‘at the speed of culture’ has become a practical necessity and how building celebrity partnerships has evolved into a quantitative science. We explore the balance between data and instinct, the realities of managing dynamic stakeholder relationships, and how brands discern the right cultural moments. This is a modern, practical conversation about culture, influence and the changing role of celebrity in brand communications. HIGHLIGHTS: [03:26] Main Character’s origin story [07:15] Being audience first [10:11] Thinking in calendars [13:42] Making ideas executable [16:51] Pulling the right levers [19:03] The science behind celebrity [27:05] Brands as entertainment studios [30:09] An easy way to yes [32:10] Brand to brand partnerships MORE ABOUT COURTNEY & STACEY: LinkedIn (Courtney): linkedin.com/in/courtney-worthman LinkedIn (Stacey): linkedin.com/in/stacey-gersten Website: main-character.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

    36 min
  2. Bakery Agency's CEO: What clients don’t understand about indies – Micky Ogando

    Jun 9

    Bakery Agency's CEO: What clients don’t understand about indies – Micky Ogando

    Today’s guest is Micky Ogando, CEO and Chief Creative Officer of the 80-person, Austin-based independent creative agency, Bakery. Unpacking the trend of big brands choosing indies, Micky explains why many clients misunderstand what they’re actually buying when they swap HoldCo. polish for opinionated misfits, and how this friction can be channeled into better work. The conversation also covers how Bakery vets potential clients and when agency owners should evolve beyond improvising in their early days and start really focusing on what they're really good at. HIGHLIGHTS: [02:35] Starting without a blueprint [05:44] Misconceptions about indies [07:54] Independent versus small [11:41] Scale with minimal friction [16:24] Vetting process on both sides [21:08] Limits of improvisation [22:26] The He-Man strategy [23:51] Avoiding the Abilene paradox [25:51] The Michelin star mindset [29:43] Taste, criteria, standards and craft MORE ABOUT MICKY: LinkedIn: linkedin.com/in/mickyogando Website: bakery.agency MENTIONED IN THE EPISODE: A Hitchhiker's Guide to the Agency Galaxy https://thecultish.substack.com/p/a-hitchhikers-guide-to-the-agency 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

    38 min
  3. Eidra's Co-CEO: How pragmatism drives growth – Måns Hosk

    Jun 2

    Eidra's Co-CEO: How pragmatism drives growth – Måns Hosk

    Today’s guest is Måns Hosk, Co-CEO of Eidra, the Swedish consultancy collective that’s grown from five founding businesses into a 1,500-person organisation spanning Europe and the US. Måns shares how Eidra was built around a simple idea: modern client challenges rarely fit neatly into a single discipline. He explains how strategy, creativity, technology, data and AI have been brought together to solve broader business problems, while maintaining the specialist expertise clients still value. The conversation explores what integration looks like in practice, why overwhelming clients with capability is rarely effective, and how Eidra’s ‘bring a friend’ approach has helped build deeper, more valuable relationships. Måns also reflects on AI, organisational change, and why Scandinavian values such as collaboration, pragmatism and humility have become important advantages. HIGHLIGHTS: [02:38] What is Eidra? [08:06] All about solidarity [11:05] The challenges of integration [12:54] Applying pragmatism [16:06] Starting with transformation [21:11] Bring a friend approach [30:36] New superstars vs obsolescence [31:46] The Scandinavian advantage [35:07] Eidra’s next chapter MORE ABOUT MÅNS HOSK: LinkedIn: linkedin.com/in/m%C3%A5ns-jacobsson-hosk-9123044/ Website: eidra.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

    40 min
  4. Huge's CEO: When everything changes all at once – Josh Campo

    May 19

    Huge's CEO: When everything changes all at once – Josh Campo

    Today’s guest is Josh Campo, CEO of Huge. And if you think your to-do list is long, you might need to reconsider. On top of the wider market disruption, Josh is overseeing all manner of change – still fresh from exiting IPG, Huge is navigating PE-ownership, integrating with Hero Digital and continuing its productisation journey. On the integration with Hero, he explains why successful integration requires a complete rebirth of culture, not just simply blending two organisations together. Pragmatic, candid and optimistic throughout, Josh also explores Huge’s much discussed productisation journey, the decline of time-based pricing, and why agencies must move beyond selling “done” and focus instead on outcomes, speed and commercial value. HIGHLIGHTS: [02:37] Navigating four transformations [04:07] Rebirth of culture [06:56] Rebuilding from common ground [11:20] Delivering on the promise [15:50] Why productisation matters [22:26] The declining value of ‘done’ [30:08] A future without timesheets [31:33] Procurement needs a new story [37:30] The future belongs to excellence [42:02] Speed is of the essence MORE ABOUT JOSH: LinkedIn: linkedin.com/in/joshcampo Website: hugeinc.com MENTIONED IN THE EPISODE: Madison Avenue Makeover: The transformation of Huge and the redefinition of the ad agency business: amazon.com/Madison-Avenue-Makeover-transformation-redefinition 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

    48 min
  5. Koto’s CEO: How client-centricity drives growth – James Greenfield

    May 12

    Koto’s CEO: How client-centricity drives growth – James Greenfield

    Today’s guest is James Greenfield, Co-Founder and CEO of Koto, the globally recognised branding agency working with companies like Netflix, Spotify and Google. James explains how listening closely to client needs has shaped the agency’s evolution, remaining anchored in brand, but also delivering high quality campaigns and digital products. The conversation also explores how Koto’s buyer landscape is changing, with CEOs now far more involved in decisions traditionally owned by marketing teams. James unpacks the growing importance of consistency across fragmented customer journeys, and why brand increasingly plays a central organising role. Alongside this, he reflects on leadership, creativity and the discipline required to move from practitioner to CEO, offering a clear and optimistic vision for how agencies evolve. HIGHLIGHTS: [03:04] How client-centricity drives growth [07:02] Changes in how clients buy [11:04] Why brand drives survival [14:37] Internal versus external reality [16:39] The cobbler’s children problem [19:28] Three pillars of Koto [21:54] Closing the execution gap [27:12] Qualifying the right clients [30:20] How AI supports not replaces [38:51] Life as a CEO [40:50] Creativity over quarterly numbers MORE ABOUT JAMES: LinkedIn: linkedin.com/in/james-greenfield Website: koto.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

    45 min
  6. Parakeeto's CEO: The simplest path to profit – Marcel Petitpas

    Apr 28

    Parakeeto's CEO: The simplest path to profit – Marcel Petitpas

    Today’s guest is Marcel Petitpas, CEO of Parakeeto – the agency profitability specialists. He brings a clear and often counterintuitive perspective on how agencies actually make money. Marcel challenges one of the industry’s most deeply held assumptions, arguing that most agencies don’t have a revenue problem, they have an operational one. Through the lens of what he calls “indigestion, not starvation”, he explains why growth alone rarely fixes profitability, and how flawed frameworks around utilisation, margin and pricing continue to hold agencies back. The conversation explores the shift away from time-based billing, unpacking how abstraction, risk and value shape modern pricing models. Marcel also demystifies value-based pricing, highlighting why Finance shouldn’t be leading and what it really takes to command a premium with sophisticated buyers. Grounded, practical and refreshingly direct, this episode offers a sharper way to think about sustainable profitability. HIGHLIGHTS: [03:53] The cycle of insolvency [07:12] Solving the profitability puzzle [13:38] Pricing starts with margin [19:47] Forecast before measurement [23:32] Shifting the client dynamic [26:40] Deliverables versus real value [30:21] Risk adjusted decisions [36:00] Outcomes over everything [40:29] What drives pricing power MORE ABOUT MARCEL: LinkedIn: linkedin.com/in/marcelpetitpas Website: parakeeto.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

    44 min
  7. Accenture's Head of Innovation: The changing face of innovation – Enda King

    Apr 21

    Accenture's Head of Innovation: The changing face of innovation – Enda King

    Today’s guest is Enda King, Head of Innovation for Communications, Media and Technology at Accenture. Having also worked in media, advertising and brand, he offers a rare perspective on the convergence of agencies and consultancies. Enda describes how innovation has shifted from long-term strategy decks to faster, more adaptive thinking based on experimentation, collaboration and real-world testing. He explains why clients no longer look for fixed answers but for the capability to continuously sense, adapt and respond in an uncertain environment. Drawing on his journey from Carat and TBWA, to Ogilvy and Redscout, he also explores the growing importance of human judgement, curiosity and asking better questions. This is an optimistic yet grounded conversation about embracing ambiguity, building resilience, and redefining how value is created in a rapidly changing world. HIGHLIGHTS: [02:39] Endless possibilities [04:16] Leveraging creative thinking [07:18] Confidence in uncertainty [08:58] Media roots and curiosity [09:48] Brands shaped by culture [16:31] Failure as valuable learning [19:43] Innovation as team sport [30:44] Think like an antagonist [32:14] Delivering speed and certainty [36:44] An opportunity for better ideas MORE ABOUT ENDA: LinkedIn: linkedin.com/in/kingenda Website: accenture.com/us-en 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
  8. Amplify's Global CEO: Evolving your core discipline – Jonathan Emmins

    Apr 14

    Amplify's Global CEO: Evolving your core discipline – Jonathan Emmins

    Today’s guest is Jonathan Emmins, Founder and Global CEO of Amplify, the creative agency known for redefining brand experience for the likes of Google, Netflix, and PlayStation. Jonathan shares how Amplify evolved from experiential onto a broader creative canvas, helping brands become “match fit for 3-D world”. He explains why worldbuilding sits at the heart of their approach, creating ideas that live across channels rather than being dictated by them. The conversation explores the power of culture as a strategic tool, not just a marketing layer, and why brands must earn their place within it. Jonathan also reflects on how Amplify has stayed relevant over nearly two decades – from building teams around curiosity, to balancing scale with boutique thinking. With candid insights on growth, creative integrity and joining Common Interest, this is a thoughtful look at how agencies can evolve without losing what made them distinctive in the first place. HIGHLIGHTS: [02:00] Amplify’s origin story [03:57] A broader creative approach [08:35] Being the ‘safe wildcard’ [09:50] The art of worldbuilding [14:42] Culture as a connector [22:56] Curiosity drives relevance [26:30] Being defined by what you refuse [31:01] Joining Common Interest [38:04] A scrapbook mindset MORE ABOUT JONATHAN: LinkedIn: linkedin.com/in/jonathanemmins Website: weareamplify.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

    40 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
    78
  • Rating
    Explicit
  • Copyright
    © Copyright 2026 Co:definery
  • Show Website
    The Immortal Life of Agencies

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