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.

GUEST SOCIALS:

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.

GUEST SOCIALS:

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

This episode features Katie Lee - former CEO of Lucky Generals and now Chief Operating Officer of Wavemaker, the WPP media agency. Together, we explore the differences between healthy and unhealthy growth.

As a case in point, Katie shares her experience of how agencies often confuse growth with strategy, which in turn leads to unhelpful - and unhealthy - places. So if you recognise her definition of the ‘danger zone’ that this creates, then consider her wisdom a wake-up call.

We also delve deeper into the importance of role modelling and how that enables future leaders to feel empowered. And if you’ve lost your new-business mojo, Katie shares her view on how to get it back.

Finally, this being The Immortal Life of Agencies, no episode would be complete without a clear view on how to make our industry a more joyful place to be.

HIGHLIGHTS:

[04.29] The confusion of growth and strategy.

[07.57] What matters in maintaining client relationships.

[12.35] What prevents future leaders from feeling empowered.

[15.57] Ways to regain your new-business mojo.

[20.44] Pitching to different types of audiences.

[23.33] How growth changes when you’re the CEO.

[26.57] Two different layers of feedback.

[30.17] The culture-building power of new-business.

GUEST SOCIALS:

LinkedIn - linkedin.com/in/katie-lee-37185321/

HOST SOCIALS:

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

Twitter - https://twitter.com/robonn

MORE ABOUT CO:DEFINERY:

https://www.codefinery.com

Ruth Mortimer is the Global President of Advertising Week, so it’s fair to say that she has an unusually broad perspective on our industry, on clients and of course on agencies.

In this episode, you can really feel her breadth of knowledge - as well as her passion for creativity - as she compares and contrasts different markets. In particular, Ruth unpacks what’s holding back the UK market, as well as what agencies can do about it.

She also shares her very personal perspectives on AI - not least how it can democratise creativity by bringing voices and innovations into the industry.

Ruth’s optimism is infectious and her examples are inspiring. So if that sounds like a good way to invest half an hour, then you’ll definitely enjoy this episode.

HIGHLIGHTS:

[03.39] Creativity from a global perspective and how the industry can be different in different places.

[08.43] What causes the lack of creative business problem-solving in the UK?

[13.31] The right government can open new possibilities to the UK advertising industry.

[16.00] How can we remedy the lack of hope and optimism in the industry?

[23.39] The impact AI brings to the creative web.

[28.14] How AI could be a great tool to introduce new voices to the creative industry.

[31.38] Diversity and its impact on a successful business

[35.57] Practical advice for industry leaders.

GUEST SOCIALS:

LinkedIn - linkedin.com/in/ruthmortimer/

Website - advertisingweek.com/

STUFF WE MENTION:

Advertising Associations 'Ad Pays' research - https://adassoc.org.uk/advertising-pays/

HOST SOCIALS:

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

Twitter - https://twitter.com/robonn

MORE ABOUT CO:DEFINERY:

https://www.codefinery.com

Today’s episode is powerful. It's a conversation with Rob Campbell, Chief Strategy Officer at Colenso BBDO in Auckland. The topic is diversity in agencies - and how those of us with privilege can and should be doing more.

Rob brings humanity and curiosity to his experience of diversity from beyond the shiny Western boardrooms of Soho and Madison Avenue, openly discussing what he got wrong in living and working in the US, China, Singapore, Japan and New Zealand (to name a few) as well as sharing practical advice on what he learned agency leaders can do better.

This is a rare opportunity to hear a privileged white man - one who’s at the very top of our industry - speak so candidly about his own learning journey, including a transformative experience watching the movie ‘Get Out’ with three women from the black community.

If you believe that diversity makes agencies and creativity stronger and you aspire to be a more inclusive leader, then there’s a lot here for you.

CHAPTERS:

4.25 Becoming militant about DEI responsibility

06.53 Travelling the world based on curiosity

09.50 How knowledge of history is essential for innovation

13.30 How to bring diverse truths into the workplace

16.05 Western privilege in Black Lives Matter

21.55 What privileged white men can do differently

25.30 How to stop worrying about saying the wrong thing

32.45 Proactively creating the conditions for others to thrive

35.15 Getting past white fragility

36.12 Practical advice for agency leaders

MORE ABOUT CO:DEFINERY:

https://www.codefinery.com

HOST SOCIALS:

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

Twitter - https://twitter.com/robonn

GUEST SOCIALS:

Linkedin - https://www.linkedin.com/in/rob-campbell-723593/

Twitter - https://twitter.com/Robertc1970

How clear are you on what clients REALLY want from agencies? And what if you could ask someone with a unique perspective on how agencies do great work?

Our guest on this episode is David Meikle. The classic ‘poacher turned gamekeeper’, he was previously an agency leader, working for Grey and latterly running Ogilvy in Russia, and now he’s a search consultant. David’s also a compassionate, innovative and rigorous thinker about the advertising and marketing industry, which you’ll know if you’ve read his books.

This far-reaching conversation covers commerciality and profit, the risks of productising your offer, and how to strike a fairer deal with procurement. We also explore why agencies are poor negotiators and a surprising truth about how less exciting clients often get better work.

David also offers a new way to think about agency differentiation - one that clients are taking increasingly seriously.

CHAPTERS:

2.26 The difference between finance and commerciality

5.04 What agencies don't understand about profit conversion

11.07 How agencies enable Procurement to dominate them

15.10 The risks of productising agency services

24.20 Why agency marketing is like car insurance

27.15 The role of the agency's employer brand

31.30 Distinctiveness vs uniqueness

40.10 How conservative clients can get better work

42.01 Agency failures in negotiation

43.40 The concept of 'buyer's profit'

46.25 Opportunities for your employer brand

MORE ABOUT CO:DEFINERY:

https://www.codefinery.com

HOST SOCIALS:

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

Twitter - https://twitter.com/robonn

GUEST SOCIALS:

Linkedin - https://www.linkedin.com/in/david-meikle-6194405/

DAVID'S BOOKS:

https://www.amazon.com/stores/David-Meikle/author/B071NLVJBW

LINKS:

Why Work Sucks and What to do About it - https://www.amazon.com/Why-Work-Sucks-How-Joke/dp/1591842034/

The No Asshole Rule - https://www.amazon.com/Asshole-Rule-Civilized-Workplace-Surviving/dp/0446698202

In this episode, Robin chats with Michael Farmer - Chairman and CEO of Michael Farmer and Co. and an influential author on agency transformation. They discuss the commercial challenges and opportunities facing agencies and explore the need for a radical change in the business model.

Michael highlights the stagnation in client growth, the impact of AI on agency profitability and the historical focus on cost reduction over client performance. They also explore the idea of agencies taking a more consultative approach, productising solutions and charging for scopes of work instead of selling time.

Micheal and Robin close the episode on a strong note of optimism - sharing examples of leaders (on the client side, as well as agency side) who are affecting genuine change.

If you’re keen to evolve your agency’s business model but aren’t certain that it’s possible, then this is the episode for you.

CHAPTERS:

04:15 The lack of profitability within agencies.

10:03 The loss of AOR status.

14:50 The lack of knowledge sharing within agencies.

22:42 AI will reduce at least 20% of billable hours.

32:42 Having the confidence to step outside the brief.

37:40 Focusing on impactful work and lasting growth for clients.

41:39 AstraZeneca’s Agency Partnership Certification program.

43:20 Procurement leaders advocating for positive change.

MORE ABOUT CO:DEFINERY:

https://www.codefinery.com

HOST SOCIALS:

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

Twitter - https://twitter.com/robonn

GUEST SOCIALS:

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

Michael's books:

https://www.amazon.com/stores/Michael-Farmer/author/B06X9PZB4D

In this episode, Robin is joined by author, thinker and Genius Steals Co-Founder, Faris Yakob. Famed for his ‘digital nomad’ lifestyle as much as his insights, a LOT of agency people ask him about how to go freelance.

So he and Robin explore why agency life sucks for a lot of people and what agency leaders can do to avoid great talent choosing to be independent consultants instead.

Unpacking his own ‘accidental’ journey to becoming a consultant, Faris shares what he sees as the limitations and constraints of working in a traditional agency role. He and Robin also explore the business model inefficiencies that contribute to the pressures that agency CEOs face.

If you’re interested in Faris’ recipe for how ‘unkillable’ agencies can thrive in an era of increased competition, then don’t miss this episode.

CHAPTERS:

02.20 Why agency life sucks

07.35 How Faris’ nomadic life outside agencies came about

12.20 What people look for from their jobs

14.20 How our business model puts agencies in opposition to clients

17.40 Learnings from the world of management consultancy

21.30 Advice for agency leaders to help them keep top talent

25.20 What makes agencies ‘unkillable’

29.30 The quest for new models

32.20 How creativity can inform every level of the agency business

35.40 Kellogg’s long-term thinking for agencies from 1989

MORE ABOUT CO:DEFINERY:

https://www.codefinery.com

HOST SOCIALS:

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

Twitter - https://twitter.com/robonn

GUEST SOCIALS:

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

Twitter - https://twitter.com/faris

More on JWT and Kellogg’s

https://www.warc.com/newsandopinion/opinion/clients-arent-just-for-christmas/6494