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:

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

 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. 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. Don't miss this opportunity! Visit marketofone.agency now and unlock your agency's potential.

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:

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

 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. 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. Don't miss this opportunity! Visit marketofone.agency now and unlock your agency's potential.

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:

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

 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. 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. Don't miss this opportunity! Visit marketofone.agency now and unlock your agency's potential.

Market Of One Landing Page