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The Immortal Life of Agencies

Co:definery
Artificial Intelligence
On-Demand Talent
M&C Saatchi
Value-Based Pricing
Agency Staffing Models
Remote Workforce
Dentsu
Rethink
Cultural Power
MSQ
The Seven Stars
Independent Media Agency
Amplify
Accenture
Parakeeto
Huge (huge)
Coto
Independents (indies)
MSQDX
Pricing Models

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 ... more

PublishesWeeklyEpisodes77Founded2 years ago
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BusinessMarketingManagement

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Artwork for The Immortal Life of Agencies

Latest Episodes

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 ... more

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 clie... more

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-ow... more

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, r... more

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Recent Guests

Josh Campo
CEO of Huge (HuGE)
Huge (HuGE)
Episode: Huge's CEO: When everything changes all at once – Josh Campo
James Greenfield
CEO and co-founder of Coto (Koto)
Coto
Episode: Koto’s CEO: How client-centricity drives growth – James Greenfield
Marcel Petitpas
CEO of Parakeeto, agency profitability specialist
Parakeeto
Episode: Parakeeto's CEO: The simplest path to profit – Marcel Petitpas
Enda King
Head of Innovation for Communications, Media and Technology Industries at Accenture
Accenture
Episode: Accenture's Head of Innovation: The changing face of innovation – Enda King
Jonathan Emmins
Founder and Global CEO of Amplify
Amplify
Episode: Amplify's Global CEO: Evolving your core discipline – Jonathan Emmins
Greg Caplan
Co-founder of Dovetail, IT managed service provider for agencies
Dovetail
Episode: Dovetail IT's Co-Founder: From back office to boardroom – Greg Caplan
Jenny Biggam
Owner, The Seven Stars (independent media agency)
The Seven Stars
Episode: the7stars' Owner: Being a media indie in 2026 – Jenny Biggam
Justin Billingsley
Simbioniq co-founder, former CMO at Publicis Groupe
Simbioniq
Episode: Simbioniq's Co-Founder: Thriving in the AI industrial revolution – Justin Billingsley
Ben Rudman
Executive Director at MSQ
MSQ
Episode: MSQ's Executive Director: Growth in the ‘Goldilocks’ zone – Ben Rudman

Host

Robin Bonn
Host of The Immortal Life of Agencies

Chart Rankings

How this podcast ranks in the Apple Podcasts, Spotify and YouTube charts.

Apple Podcasts
#7
Ireland/Business/Marketing
Apple Podcasts
#48
Sweden/Business/Marketing
Apple Podcasts
#71
Norway/Business/Marketing
Apple Podcasts
#101
Netherlands/Business/Marketing
Apple Podcasts
#140
Ireland/Business
Apple Podcasts
#147
Singapore/Business/Marketing
Apple Podcasts
#213
New Zealand/Business/Marketing
Apple Podcasts
#222
Denmark/Business/Marketing

Talking Points

Recent interactions between the hosts and their guests.

Parakeeto's CEO: The simplest path to profit – Marcel Petitpas
Q: So explain the phrase indigestion vs. starvation and how it applies to agency profitability.
Marcel explains that the issue is often a misalignment between operations and finances; profitability comes from how work is organized and executed, not simply from increasing revenue. He emphasizes a framework that connects finance, new business, and operations to create a complete picture of profitability.
MSQ's Executive Director: Growth in the ‘Goldilocks’ zone – Ben Rudman
Q: How does MSQ balance scale with entrepreneurial agility in the Goldilocks zone?
By maintaining the Market of One mindset, leveraging regional and global capabilities, and keeping a client-led structure with one senior leader per account to ensure seamless coordination across multiple capabilities.
MSQ's Executive Director: Growth in the ‘Goldilocks’ zone – Ben Rudman
Q: For agency leaders looking to change their commercial conversations with clients, what is the key to success?
Start by embedding the new commercial model in the proposition so clients see an outcome-based offer from the outset, rather than trying to retrofit pricing during procurement, which makes the shift much harder.
Toptal’s Practice Director, Advertising & Brand Marketing: Redefining on-demand talent – Christine Olivas
Q: Can you describe the two main use cases that come to mind for on-demand talent in agencies today?
The first is being prepared for an influx of new business, where freelancers and independent teams enable rapid scaling to handle multiple new accounts without committing to full-time hires upfront. The second is the ongoing need for flexible, modular talent that can be dialed up or down in response to project requirements, ensuring teams stay lean and focused while delivering high-quality work.
Huge's CEO: When everything changes all at once – Josh Campo
Q: How will your agency consistently command a premium in the age of AI?
By becoming distinctly different through a market-of-one positioning, delivering tangible client outcomes, and pricing based on value and ROI rather than hours, while maintaining strong trust with procurement and business stakeholders.

Audience Metrics

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Frequently Asked Questions About The Immortal Life of Agencies

What is The Immortal Life of Agencies about and what kind of topics does it cover?

This show centers on high‑level conversations with senior agency leaders, strategists, and technology experts who are reshaping how modern agencies operate. Across episodes, hosts explore culture shifts, productization of services, value‑based pricing, and the growing influence of AI on creativity, delivery, and client relationships. Guests bring hands‑on experience with independent and networked agencies, spanning branding, digital experiences, profitability models, talent strategies, and governance. The tone is practical and optimistic, with real‑world anecdotes about scaling, partnerships, and navigating industry disruption. Listeners likely include agency decision‑makers, marketeers, and tech/ops leaders seeking actionable frameworks fo... more

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1. Uncensored CMO
2. 2Bobs—with David C. Baker and Blair Enns
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How many episodes of The Immortal Life of Agencies are there?

The Immortal Life of Agencies launched 2 years ago and published 77 episodes to date. You can find more information about this podcast including rankings, audience demographics and engagement in our podcast database.

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What guests have appeared on The Immortal Life of Agencies?

Recent guests on The Immortal Life of Agencies include:

1. Josh Campo
2. James Greenfield
3. Marcel Petitpas
4. Enda King
5. Jonathan Emmins
6. Greg Caplan
7. Jenny Biggam
8. Justin Billingsley

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