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The Immortal Life of Agencies

The Immortal Life of Agencies

Co:definery

The Immortal Life of Agencies

Marketing Management English

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.

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

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...

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

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...

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

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...

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

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...

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

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...

Dovetail IT's Co-Founder: From back office to boardroom – Greg Caplan

Dovetail IT's Co-Founder: From back office to boardroom – Greg Caplan

Today’s guest is Greg Caplan, Co-Founder of Dovetail, the IT managed service provider trusted by leading agencies including Uncommon, Quiet Storm and Isobel.Greg brings a rare perspective on how technology is quietly reshaping the agency business model from the inside out. With a background in post-production and years spent supporting creative companies, he explains why IT is no longer a...

the7stars' Owner: Being a media indie in 2026 – Jenny Biggam

the7stars' Owner: Being a media indie in 2026 – Jenny Biggam

Today’s guest is Jenny Biggam, Owner of the7stars – and one of the most respected voices in independent media. With 20 years at the helm of the UK’s largest independent media agency, she offers a clear and compelling view of what it really means to stay independent in a market obsessed with scale.She explains how only a purely fee-based model creates true neutrality, why transparency isn’t a...

Simbioniq's Co-Founder: Thriving in the AI industrial revolution – Justin Billingsley

Simbioniq's Co-Founder: Thriving in the AI industrial revolution – Justin Billingsley

Today’s guest is Justin Billingsley, Co-Founder of Symbioniq and former CMO of Publicis Groupe. With his prior client-side career with the likes of Unilever, Coca-Cola and Nokia, Justin brings a rare – and often forthright – perspective on our industry.He reflects on Publicis’ transformation and the criticism their ‘Power of One’ strategy received at the time, despite it now arguably inspiring...

MSQ's Executive Director: Growth in the ‘Goldilocks’ zone – Ben Rudman

MSQ's Executive Director: Growth in the ‘Goldilocks’ zone – Ben Rudman

Today’s guest is Ben Rudman, Executive Director at MSQ, one of the fastest growing, private equity backed marketing services groups, positioning itself between the traditional holding companies and independent agencies.Ben shares why the agency model is at a pivotal moment, as AI accelerates the shift from selling time to selling outcomes, products and packaged services. He explains how MSQ has...

M+C Saatchi Group's Global CEO: When a client CMO leads an agency – Zaid Al-Qassab

M+C Saatchi Group's Global CEO: When a client CMO leads an agency – Zaid Al-Qassab

Today’s guest is Zaid Al-Qassab, Global CEO of M+C Saatchi Group. Fascinatingly, having been client-side CMO with the likes of P&G, BT and Channel 4, this is his first agency role. So his rare perspective is gold dust.Zaid explains why agencies must stop talking to themselves and start truly understanding the complexity faced by modern CMOs – not least how the old brief-led model is being...