Today's guest is the renowned author, branding expert and industry commentator Allen Adamson - co-founder of Metaforce, adjunct professor at NYU Stern School of Business, and former leader at Ogilvy and Landor.

Reflecting his brand strategy lens, Allen explores a crucial yet often overlooked question: if every agency claims to be different, why do so many feel exactly the same?

Referencing powerful lessons from his storied agency career, he unpacks the importance of tangible points of difference in how clients experience agencies, including the value of the right behaviors and culture.

We also cover why doing fewer things well beats doing everything adequately, how to avoid the trap of constant firefighting and what it really takes to scale excellence.

HIGHLIGHTS:

[03:14] Everyone’s a brand expert now

[05:13] What ‘brand’ really means

[06:07] Selling services isn’t brand building

[10:31] Customer Experience as a competitive advantage

[13:58] Mapping the moments that matter

[17:57] Desperation kills innovation

[24:07] Anticipate what clients don’t ask for

[27:30] Scale means nothing without culture

MORE ABOUT ALLEN:

LinkedIn: linkedin.com/in/allenadamson

Website: metaforce.com

Allen’s books: Amazon author page

HOST SOCIALS:

Linkedin: linkedin.com/in/robinbonn

Twitter: twitter.com/robonn

MORE ABOUT CO:DEFINERY:

codefinery.com

Mentioned in this episode:

Market of One - How Your Agency Can Rewrite the Rules and Create a Lasting Competitive Advantage - A book by Robin Bonn

🚨 Book Alert: "Market of One" by Robin Bonn 🚨 Calling all agency professionals! Want to transform your business and create a lasting competitive advantage? Robin Bonn's groundbreaking book "Market of One" is your ultimate guide. Key Highlights: - Insights from repositioning 150+ agencies - Expert contributions from industry leaders Greg Hahn, Rory Sutherland, and Nils Leonard - Strategies for deeper differentiation and increased profitability Learn how to stand out, win more business, and command premium rates Exclusive Pre-Launch Offer: ✓ Free Chapter One ✓ Bonus Content ✓ Insider Insights Don't miss this opportunity! Visit marketofone.agency now and unlock your agency's potential. Limited time offer - Get your exclusive access today! 🔥

Market Of One Landing Page

Today’s guest is Michael Olaye, EVP at Huge - one of the world’s most respected digital agencies - and newly independent after their exit from Interpublic. Michael shares how the recent alignment of Huge and Hero Digital was built on shared values - not just capability - and why that matters more than any press release.

His big idea is how agencies can move beyond just ‘making things’ to creating what he calls ‘anticipatory experiences’ that actually unlock value for clients.

You’ll also hear his refreshingly clear take on agencies being ‘consultative’. This isn’t just ‘consultancy’ as a service line, but more a way of thinking and behaving that meets clients where they are.

If you’re figuring out how to lead through complexity, evolve your offer or just work smarter with your clients, Michael offers a playbook that’s both inspiring and practical.

HIGHLIGHTS:

[02:00] The merging Huge and Hero Digital

[04:03] Putting clients at the centre of change

[06:31] Taking your story to the right places

[09:00] Creating intelligent experiences

[14:49] Where next for digital

[17:25] When tech catches up with imagination

[21:10] How pricing should reflect value

[24:00] Why being consultative matters more than ever

[28:14] The hidden competitive advantage

MORE ABOUT MICHAEL

Linkedin: linkedin.com/in/michaelolaye

Website: hugeinc.com

HOST SOCIALS:

Linkedin: linkedin.com/in/robinbonn

Twitter: twitter.com/robonn

MORE ABOUT CO:DEFINERY:

codefinery.com

Today’s guest is Matt McNeany, former Chief Transformation Officer for Omnicom’s Precision Marketing Group. Drawing on two decades of experience helping the world’s biggest brands and agencies navigate digital transformation, Matt offers some much needed big picture context around AI.

His ‘streamline, expand, disrupt’ model extends the established benefits of greater productivity and unpacks why differentiated agencies will be more essential than ever as the brand, marketing and customer experience rule books are rewritten.

Matt also offers an unfashionable take on the prospects of the holding companies vs challengers like Brandtech, Stagwell and Accentre Song.

Finally he reflects on the human side of transformation, offering valuable advice to all of us knowledge workers to ensure we remain essential.

HIGHLIGHTS:

[05:59] Why optimism beats uncertainty

[07:46] How AI changes businesses

[12:34] Efficiency is just the beginning

[16:39] How HoldCo.s vs indies will play out

[22:10] Pricing in an AI-driven world

[27:59] The increasing risk of agency commoditization

[29:39] Embracing the reinvented customer journey

[32:43] Disruption to white-collar jobs

[36:36] The promise of greater fulfillment

[37:37] Taking responsibility in the AI revolution

MORE ABOUT MATT:

LinkedIn: linkedin.com/in/mattmcneany

HOST SOCIALS:

Linkedin: linkedin.com/in/robinbonn

Twitter: twitter.com/robonn

MORE ABOUT CO:DEFINERY:

codefinery.com

Today’s guest is Lisa Colantuono, President of search consultancy, AAR Partners. With decades of experience and zero time for fluff, Lisa lays bare what agency searches should really be about - forging proper partnerships, not playing matchmaker.

Building on themes of trust and transparency, Lisa shares horror stories as well as best practice - including how new-business is never a numbers game, what great pitches look like, and why IRL counsel and feedback is so essential.

She also unpacks what the smartest agencies do differently - from demonstrating their expertise, to how they show up with real authenticity.

HIGHLIGHTS:

[02:17] What search consultants really do

[08:49] Protecting both agencies and clients

[11:05] The critical elements of a pitch

[14:23] How to kill off spec work

[18:25] Saying no more than yes

[23:55] Fear makes agencies play small

[29:40] Beware the industry of rookies

[36:56] Better consultants mean better matches

MORE ABOUT LISA:

Linkedin: linkedin.com/in/lisa-colantuono-aar

Website: aarpartners.com

MENTIONED IN THE EPISODE:

AAR IRL: linkedin.com/posts/lisa-colantuono-aar_aarirl

HOST SOCIALS:

Linkedin: linkedin.com/in/robinbonn

Twitter: twitter.com/robonn

MORE ABOUT CO:DEFINERY:

codefinery.com

Today’s guest is Eric Zuncic, Global Managing Director and Chief Product Officer at Stagwell’s creative collective, Forsman & Bodenfors. And he’s passionate about the work.

Eric describes why our industry’s obsession with outputs is hampering impact. So if your agency is still taking briefs at face value and churning out content, then you’re missing a trick.

He unpacks how Forsman breaks the rules, ditch the hierarchy and prioritise ‘uncomfortable collaborations’ that actually change things. This is about earning permission to ask better questions – and being bold enough to walk away when a brief is just plain wrong.

HIGHLIGHTS:

[02:04] Redefining the creative ‘product’

[06:00] Prioritising 'uncomfortable collaboration'

[10:01] Leaping from ‘ask to task’

[16:46] The artificiality of pitches

[19:39] Being truly different

[24:02] Clearing the barriers

[26:02] Win the client, not the pitch

[28:01] From one small project to lasting change

[31:16] Media makes the money, creativity gets the scraps

[36:36] Being accountable for change

MORE ABOUT ERIC:

LinkedIn: linkedin.com/in/eric-zuncic-3536bb1a

Website: forsman.com

HOST SOCIALS:

LinkedIn: linkedin.com/in/robinbonn

Twitter: twitter.com/robonn

MORE ABOUT CO:DEFINERY:

codefinery.com

Today’s guest is the highly experienced Holly Maguire, Global Chief Growth Officer at Design Bridge and Partners. She shares her unique perspective on how agencies can evolve with empathy, not ego.

As her career has progressed from advertising to brand design, and as a former agency CEO, Holly describes the power she’s seen in humility, collaboration and enduring craft skills.

We also explore the growing need for greater emotional intelligence - across industry language, client relationships and agency leadership. As Holly puts it, less talking, more listening - and never be too presidential or too detached from the shop floor.

With heartfelt insight and optimism, Holly urges agencies to know their worth, lead with empathy, and build on what's already great.

HIGHLIGHTS:

[01:53] Leadership powered by people

[04:20] Creativity needs EQ as much as IQ

[08:38] The role of Narrative in agency positioning

[09:52] Why creds decks don’t build trust

[15:42] Stop talking, start connecting

[19:58] Don’t get too presidential

[22:07] Leadership lessons from legends

[31:58] Unity builds resilience in client relationships

[35:22] Use AI to accelerate what’s great

MORE ABOUT HOLLY:

LinkedIn: linkedin.com/in/holly-maguire

Website: designbridge.com

HOST SOCIALS:

Linkedin: linkedin.com/in/robinbonn

Twitter: twitter.com/robonn

MORE ABOUT CO:DEFINERY:

codefinery.com

Today’s guest is Michael Lebowitz, Founder and Executive Chairman of SPCSHP – an agency that’s defied trends and labels for 25 years, and been a Harvard Business School case study not once, but twice.

Using the metaphor of a living, breathing organism, Michael describes SPCSHP as a creative canvas, where culture and imagination are more important than rigid labels or passing trends.

We also unpack why values aren’t just something to stick in a creds deck, but a powerful filter for the right clients and talent. And he explains how rituals (even playful ones) reveal more about team health than KPIs ever could.

From resisting the lure of being a ‘hot shop’, to navigating a people-first acquisition by MSQ, this is a masterclass in leading with personal conviction – and playing the long game.

HIGHLIGHTS

[02:05] Before digital was a thing

[04:26] The agency as an organism

[08:27] Leading with values

[11:07] Becoming a solo founder

[15:43] Cultural health is success

[20:01] How values keep you grounded

[24:52] Breadth of creative perspective

[28:11] Being featured by Harvard Business School

[33:29] Why MSQ felt like home

MORE ABOUT MICHAEL:

Linkedin: linkedin.com/in/mikespcshp

Website: spcshp.com

HARVARD BUSINESS SCHOOL CASE STUDIES:

Big Spaceship: Ready to Go Big?

Big Spaceship: The Evolving Agency

HOST SOCIALS:

Linkedin: linkedin.com/in/robinbonn

Twitter: twitter.com/robonn

MORE ABOUT CO:DEFINERY:

codefinery.com

Today’s guest is a true agency advocate – Marla Kaplowitz, Chief Executive Officer of the 4A’s.

As her 8-year tenure draws to a close, Marla speaks up for the pressures that agencies are under and the opportunities she sees in an industry transformed since the pandemic.

The conversation explores the value of creativity, why speed should command a premium and how AI can drive premiumisation rather than a race to the bottom.

We also cover what does – and doesn’t – work when it comes to differentiation in a saturated market, from the fear of standing out to why criticizing your competition is never a good look.

Marla also reflects on leadership and learning from challenges. With an optimistic eye on the future, she celebrates the creativity, resilience and people who continue to shape the future of advertising.

HIGHLIGHTS

[03:24] How Covid reshaped the market

[05:12] The real cost of pitching

[09:08] Speed deserves a premium

[13:47] The problem with short term thinking

[17:54] Smarter ways to win with procurement

[20:36] What’s killing agency differentiation

[29:15] Being fearless experts

[32:02] Regrets as fuel for improvement

[35:09] Why agencies are cockroaches not dinosaurs



MORE ABOUT MARLA:

LinkedIn: linkedin.com/in/marla-kaplowitz

Website: aaaa.org

Mentioned on the show: 4As Cost of the Pitch research

HOST SOCIALS:

Linkedin: linkedin.com/in/robinbonn

Twitter: twitter.com/robonn

MORE ABOUT CO:DEFINERY:

codefinery.com