Today's guest is an atypical champion of agency independence – Rania Robinson, CEO of Quiet Storm.

Rania takes us behind the scenes of Quiet Storm’s 30-year journey – from selling to a larger group, buying the agency back through a Management Buyout, and then transitioning to an Employee Owned Trust.

She shares what those decisions meant for their culture, clients and commercial performance, and why intentional ownership has been their secret to staying resilient.

Rania also unpacks the common traps that can derail agencies – from complacency when things are going well, to losing control of your destiny in the wrong ownership model. And she offers practical advice for protecting your values, building succession and maintaining momentum through change.

HIGHLIGHTS:

[01:54] Quiet Storm's unusual model

[05:34] Hard truths from selling up

[07:56] Structuring deals to stay in control

[10:00] When hopes don’t meet reality 

[12:08] Returning to self-ownership

[15:36] Building momentum again

[21:19] Culture shift when agencies scale

[28:45] Effective succession planning

MORE ABOUT RANIA:

LinkedIn: linkedin.com/in/rania-robinson

Website: quietstorm.co.uk

HOST SOCIALS:

LinkedIn:  linkedin.com/in/robinbonn

Twitter: twitter.com/robonn

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Market of One

Today's guest is Luke Smith, the founder and global CEO of Croud – the digital media agency with a pioneering crowdsourcing model. 

Luke shares how he left Google in 2011 with the intention of just undercutting the market. But now Croud operates in 120 markets, with 600 people and nearly 3,000 freelance ‘Croudies’, having scaled with private equity investment. 

He unpacks why investing in technology early on has been critical, why they chose to acquire Born Social to expand their capabilities, and whether the house-of-brands vs branded house model is right for them. 

Luke also describes how Croud has kept its entrepreneurial spirit alive, carefully bringing in the right leaders at the right time. As he puts it, staying nimble is the only way to keep delivering more value for clients without losing your soul.

HIGHLIGHTS:

[03:00] Limitations of traditional agency models

[04:27] Tapping into the crowd

[05:54] Evolving Croud’s business

[08:56] Differentiation through technology

[10:45] Maintaining conviction to invest

[15:28] Avoiding the corporate nonsense

[18:24] The impact of fresh leadership

[19:49] Bridging creative and media

[25:23] Opportunity in disruption

MORE ABOUT LUKE:

LinkedIn: linkedin.com/in/lukesmithcroud

Website: croud.com/en-gb

HOST SOCIALS:

Linkedin:  linkedin.com/in/robinbonn

Twitter: twitter.com/robonn

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Market of One

Today’s guest is Richard Morris, CEO for UK & EMEA at IPG Mediabrands. He’s seen the industry evolve from the high-reach, low-cost media buys of the 90s to today’s data-led, tech-powered landscape. 

But as he explains, the real competitive advantage for your agency isn’t just about speed or efficiency – it’s about blending technology with the human creativity that clients can’t get anywhere else.

Richard shares why liberating creativity across every part of your business – from data and strategy, to operations and talent – is critical if you want to deliver unique value. You’ll also hear how to protect that ‘alchemy’ as clients push for lower costs and faster delivery.

From making smarter use of AI without becoming commoditised, to building cultures that attract and keep brilliant talent, Richard’s perspective will help you future-proof your agency and deepen your client relationships.

HIGHLIGHTS:

[02:37] The shifting value of media

[05:16] Principles that remain essential 

[08:23] Protecting creativity in an AI-driven world

[15:47] How values drive creativity

[19:54] A new take on measurement 

[21:38] The shifting role of ‘curation’

[25:25] How diversity fuels progress

[29:32] Leveling the playing field

[33:53] Where success comes from

MORE ABOUT RICHARD:

LinkedIn: linkedin.com/in/richard-morris

Website: ipgmediabrands.com

HOST SOCIALS:

LinkedIn:  linkedin.com/in/robinbonn

Twitter: twitter.com/robonn

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Market of One

Today’s guest is Tesa Aragones, AKQA’s CEO for the Americas – one of few agency CEOs who have also succeeded at the highest level on the client-side. 

With her background at Nike and Volkswagen, Tesa brings a uniquely empathetic view on what it takes to build stronger, more human relationships between agencies and clients – especially in today’s fast-moving, tech-fuelled landscape.

She shares why the best partnerships aren’t driven by selling or posturing, but by purposeful communication, curiosity, and the courage to say ‘I don’t know’. From using AI to solve real business problems, to creating inclusive teams where everyone feels seen and heard, Tesa shows how leadership and client service can be reimagined through empathy and intent.

She also reflects on how her personal story – as a woman, a person of colour and the daughter of immigrants – shapes her values and fuels her mission to represent, empower and inspire the next generation.

HIGHLIGHTS:

[02:11] Loving the work – on both sides

[03:58] How openness beats hard sell

[08:22] Where trust really starts 

[13:56] Arriving at AKQA

[17:24] The right tech for the right brief

[20:20] Leading through lived experience

[25:26] Creativity thrives on courage

[29:02] Optimism lives in creative hands

MORE ABOUT TESA:

LinkedIn: linkedin.com/in/tesaaragones

Website: akqa.com

HOST SOCIALS:

LinkedIn:  linkedin.com/in/robinbonn

Twitter: twitter.com/robonn

MORE ABOUT CO:DEFINERY:

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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

 If you are a fan of this podcast, then you'll love my new book Market of One, how Your Agency can rewrite the Rules and create a lasting competitive advantage. Sharing my experience, repositioning close to 150 agencies over the last decade.

Market Of One Landing Page

Today’s guest is Valerie Beauchamp, VP Global Head of Agency Development and Marketer Education at LinkedIn. And if you’ve ever written off B2B as a less exciting part of the industry, then this episode will change your mind.

Valerie spent two decades agency-side before heading to Amazon and now LinkedIn – so she knows the landscape better than most. She shares why B2B is full of creative, strategic and commercial gold – and why you don’t need to be a specialist agency to unlock it.

She breaks down the legacy myths that have held B2B back and offers a refreshing take on the needs of so-called ‘boring’ brands – from complex buyer psychology and high-stakes storytelling, to brand building for the 95% of people not yet ready to buy.

Valerie also offers practical advice on where you can start, which skills to leverage and how to reframe your B2C experience as a launchpad into B2B.

HIGHLIGHTS:

[03:20] Valerie’s full-circle journey

[07:35] Owning the label of ‘marketer’

[09:52] Why B2B gets misunderstood

[10:52] Applying psychology

[15:32] Finding your ‘why’ in B2B

[22:16] Hidden opportunity in B2B

[26:01] Reaching who’s *not* buying

[30:13] How agencies springboard into B2B

[34:00] The knowledge network

MORE ABOUT VALERIE:

LinkedIn: linkedin.com/in/valeriebeauchamp

HOST SOCIALS:

LinkedIn:  linkedin.com/in/robinbonn

Twitter: twitter.com/robonn

MORE ABOUT CO:DEFINERY:

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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

 If you are a fan of this podcast, then you'll love my new book Market of One, how Your Agency can rewrite the Rules and create a lasting competitive advantage. Sharing my experience, repositioning close to 150 agencies over the last decade.

Market Of One Landing Page

Today’s guest is Mojo Supermarket’s President, Armando Turco – talking about reinventing his passion for agency life. 

After a standout career at BBH, a transformative spell at Vox Media, and a client-side role in the disruptive world of Oatly, Armando swore he’d never go back to agency life. But as you’ll hear, never say ‘never’. 

He shares how working client-side changed his entire perspective on what agencies get wrong – and what they can get right. From embracing experimentation to staying close to the work, he explains why you don’t have to trade creativity for control.

He also unpacks the power of optimism and how leaders can ignite your passion, no matter how experienced you are. 

HIGHLIGHTS:

[01:48] Leaving the agency world

[06:20] Imposter syndrome as a growth driver 

[09:50] Finding freedom at Oatly

[15:45] The lure of optimism

[20:30] Staying close to the work

[23:56] A game-changer for pitching 

[28:55] What creates credibility

[34:20] Embracing your client's business

[35:20] The impact of knowing your role

MORE ABOUT ARMANDO:

LinkedIn: linkedin.com/in/armandoturco

Instagram: instagram.com/mojosupermarket

HOST SOCIALS:

LinkedIn:  linkedin.com/in/robinbonn

Twitter: twitter.com/robonn

MORE ABOUT CO:DEFINERY:

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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

 If you are a fan of this podcast, then you'll love my new book Market of One, how Your Agency can rewrite the Rules and create a lasting competitive advantage. Sharing my experience, repositioning close to 150 agencies over the last decade.

Market Of One Landing Page

To celebrate the launch of Robin’s book, Market of One, this special episode features a Freaky Friday-style role reversal, with IPA Director of Effectiveness Laurence Green in the interviewer’s chair and Robin answering the questions. 

Unpacking the exhausting ‘Big Grind’ that many leaders feel, Robin unpacks how agencies can break out of so-called ‘oversupply’ and build a more profitable and fulfilling model. 

He and Laurence also explore how AI is dramatically accelerating the need for agencies to raise the bar on what ‘differentiation’ means. There’s also time for Robin to provide real-time feedback on Laurence’s own agencies, prior to his role with the IPA. No pressure.

HIGHLIGHTS:

[03:06] Why ‘Market of One’ and why now

[11:38] Why ‘oversupply’ is a lie

[21:26] Where lasting competitive advantage comes from

[24:59] Happy leader, happy agency

[31:36] What agencies get wrong about ‘specialization’ 

[39:24] From strapline superficiality to lasting change

[42:42] How differentiated was Laurence’s own agency?

MORE ABOUT LAURENCE:

LinkedIn: linkedin.com/in/laurence-green

Website: ipa.co.uk

MENTIONED IN THIS EPISODE: 

Robin’s book: Market of One

HOST SOCIALS:

Linkedin:  linkedin.com/in/robinbonn

Twitter: twitter.com/robonn

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Today’s guest is Maureen Falvey. Formerly a senior exec at Grey, Saatchis and McGarryBowen, she’s now a professional coach and trainer. 

Maureen explores how a coaching mindset isn’t just a personal development tool – it’s a cultural and commercial unlock for modern agencies.

She dives into why coaching is all about asking, not telling, and how that shift helps agency leaders unlearn old habits, show up with greater confidence and create healthier relationships – with both teams and clients.

Maureen also shares practical advice for agency leaders struggling with client boundaries, pitching pressures and over-servicing. From improving how you sell, to reshaping team culture, she offers plenty of insights to help you rise above the chaos and lead with purpose. 

HIGHLIGHTS:

[02:39] From adland to coaching

[05:31] Staying curiosity

[09:19] Guiding not giving

[13:22] When to coach vs when to mentor

[15:44] Owning your flaws

[18:09] Creativity thrives when perfection dies

[21:04] How coaching makes for better selling

[26:59] Building real partnerships

[31:50] Owning your choices

MORE ABOUT MAUREEN:

LinkedIn: linkedin.com/in/maureen-falvey

Website: mfalveycoaching.com

MENTIONED IN THIS EPISODE: 

Project Spring: wfanet.org/leadership/project-spring

HOST SOCIALS:

Linkedin:  linkedin.com/in/robinbonn

Twitter: twitter.com/robonn

MORE ABOUT CO:DEFINERY:

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marketofone.agency

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

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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

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