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. 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

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

MORE ABOUT CO:DEFINERY:

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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:

codefinery.com

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

MORE ABOUT CO:DEFINERY:

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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

MORE ABOUT CO:DEFINERY:

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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:

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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:

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