In seven short years, Uncommon Creative Studio has gone from launch to the very top of the advertising world. Alongside the reputation, the awards and of course the work, their deal with Havas now gives them the scale to go truly global.

So how can a newly minted agency achieve so much success so quickly? To find out, we sat down with one of Uncommon’s founders, Natalie Graeme.

Starting with Uncommon’s origin story, Natalie unpacks just how deliberately she, Lucy and Nils have authored the agency’s story - from why it exists, who they aspire to work with, and how this impacts the kinds of briefs their clients bring them.

She also speaks to what made her want to start a different kind of agency; one with a broader skill-set than many ‘advertising’ agencies, and the freedom to protect talent from the kind of unimaginative briefs that lead to uninspiring work.

If you run an agency that aspires to work with open-minded clients on consistently interesting briefs, then there’s a lot to learn here.

HIGHLIGHTS

[02.15] Uncommon’s origin story.

[06.10] Understanding your agency’s place in the world.

[08.40] There’s more than one way to answer a business problem.

[14.35] Being upfront with clients about fit.

[19.55] How brands can cut-through in today’s world.

[25.00] Valuing talent by cutting out the ‘faff fat’.

[28.45] AI, creativity and justifying a premium.

[34.00] How agency founders can cultivate innovation.

MORE ABOUT NATALIE:

LinkedIn - linkedin.com/in/natalie-graeme-93608b4/

Twitter - https://twitter.com/nattergraeme

Website - uncommon.studio/

HOST SOCIALS:

Linkedin - https://www.linkedin.com/in/robinbonn/

Twitter - https://twitter.com/robonn

MORE ABOUT CO:DEFINERY:

https://www.codefinery.com

Sue Unerman is the Chief Transformation Officer of EssenceMediacomX. And having spent 34 years with Mediacom in its various incarnations, it’s fair to say that ‘transformation’ is a subject that Sue knows a thing or two about.

Unpacking her personal journey across five decades (sorry, Sue!), this far-reaching conversation explores how to build an agency career amidst constant change and increasing uncertainty.

From playing to your strengths, to the impact of having great bosses, Sue shares her typically thoughtful observations on how to thrive as an introvert, particularly if your skills don’t conform to the norms.

We also address the resilience of the patriarchy, in particular how gender influences career progression and why men progress faster than equally capable women.

Sue also advocates strongly for fairness and straight talking, as well as how agency leaders can foster a sense of belonging - especially for young talent as they make their way in the industry.

HIGHLIGHTS

[02.10] Sue’s career journey.

[04.48] The importance of collaboration.

[08.22] What it takes to play to your strengths.

[12.30] The two ways of building a career in agencies.

[16.11] Different approaches for introverts and extroverts.

[20.34] The value of fairness and straight talking.

[23.50] Levelling the playing field for women in agencies.

[30.21] Glass-slipper syndrome and what makes a ‘job’ a job.

MORE ABOUT SUE:

LinkedIn - linkedin.com/in/sue-unerman-7945058/

Twitter - https://twitter.com/SueU

Sue’s books - https://www.amazon.co.uk/stores/Sue-Unerman/author/B007STF5DS

Sue's blog - sueunerman.com

HOST SOCIALS:

Linkedin - www.linkedin.com/in/robinbonn

Twitter - twitter.com/robonn

MORE ABOUT CO:DEFINERY:

www.codefinery.com

Our guest today is the wonderful Harjot Singh - Global Chief Strategy Officer at McCann & McCann Worldgroup. This is a rich and personal conversation about the impact of people being different in our industry.

Harjot has a real way with words and he shares some lovely thoughts, not least on the critical difference between discipline and dogma when it comes to great work. He also beautifully captures what he calls the ‘dance’ that occurs between agencies and their clients as we strike a balance between offering certainty and possibility.

Harjot also speaks candidly about there not being a playbook to follow as he progressed through the ranks. And his perspective on imposter syndrome is particularly powerful; using his own doubts as a prompt to search for more information and greater insight.

I really love the groundedness that Harjot brings to the conversation. If you’re looking for an example of how to stay present, really listen and offer genuine answers, there’s a lot to learn here. He talks the talk on being yourself and he certainly walks the walk too.

HIGHLIGHTS:

[05.38] Balancing certainty and possibility.

[07.36] The art of persuasion and positive outcomes.

[12.13] Why observation and attention is so important.

[19.00] Listening to your mind and processing what you hear.

[24.22] Why good people make good leaders.

[30.07] You can't do different if you're not different.

[34.32] Advice for agency leaders.

MORE ABOT HARJOT:

LinkedIn - linkedin.com/in/harjot-singh-30a33b2/

Twitter - https://twitter.com/iamharjsingh

HOST SOCIALS:

Linkedin - https://www.linkedin.com/in/robinbonn/

Twitter - https://twitter.com/robonn

MORE ABOUT CO:DEFINERY:

https://www.codefinery.com