The Immortal Life of Agencies

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 live across channels rather than being dictated by them.
The conversation explores the power of culture as a strategic tool, not just a marketing layer, and why brands must earn their place within it. Jonathan also reflects on how Amplify has stayed relevant over nearly two decades – from building teams around curiosity, to balancing scale with boutique thinking.
With candid insights on growth, creative integrity and joining Common Interest, this is a thoughtful look at how agencies can evolve without losing what made them distinctive in the first place.
HIGHLIGHTS:
[02:00] Amplify’s origin story
[03:57] A broader creative approach
[08:35] Being the ‘safe wildcard’
[09:50] The art of worldbuilding
[14:42] Culture as a connector
[22:56] Curiosity drives relevance
[26:30] Being defined by what you refuse
[31:01] Joining Common Interest
[38:04] A scrapbook mindset

MORE ABOUT JONATHAN:
LinkedIn: linkedin.com/in/jonathanemmins
Website: weareamplify.com

HOST SOCIALS:
LinkedIn: linkedin.com/in/robinbonn
Twitter: twitter.com/robonn

MORE ABOUT CO:DEFINERY:
Website: codefinery.com
Book: Market of One
Mentioned in this episode:
Get Co:definery's diagnostic questionnaire
Is your agency  really as differentiated as you think? And have you fully embraced the commercial disruption that AI is bringing? To find out, take five minutes to complete Co:definery's diagnostic questionnaire. It's quick, free, and thought provoking, and you get a tailored report with practical guidance for sharpening your competitive edge.

Visit codefinery.com/dq

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 back-office function but a strategic driver of growth, resilience and client trust.
The conversation explores how agencies are navigating an increasingly complex landscape of cyber security, compliance requirements and distributed freelance teams. Greg also unpacks the rising importance of technology in new-business, where issues such as data governance and information security are now central to winning major pitches.
AI inevitably also features. Greg shares a pragmatic view of how agencies should approach it, from identifying ‘shadow AI’ inside organisations to building leadership-level understanding of the tools reshaping client relationships.
HIGHLIGHTS:
[04:29] The technology behind agencies
[06:19] AI strategy
[09:10] Automation powering freelancers
[12:28] Smart cyber strategy planning
[15:47] Confidentiality, integrity and accessibility
[20:04] Rooting out ‘shadow AI’
[25:01] Readiness for leaders
[27:19] The rise of specialised AI
[29:35] Liberating creativity

MORE ABOUT GREG:
LinkedIn: linkedin.com/in/greg-caplan
Website: Dovetail.london

HOST SOCIALS:
LinkedIn: linkedin.com/in/robinbonn
Twitter: twitter.com/robonn

MORE ABOUT CO:DEFINERY:
Website: codefinery.com
Book: Market of One
Mentioned in this episode:
Get Co:definery's diagnostic questionnaire
Is your agency  really as differentiated as you think? And have you fully embraced the commercial disruption that AI is bringing? To find out, take five minutes to complete Co:definery's diagnostic questionnaire. It's quick, free, and thought provoking, and you get a tailored report with practical guidance for sharpening your competitive edge.

Visit codefinery.com/dq

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 slogan but a structural choice, and how partnership sits at the heart of everything the agency does. From working collaboratively with platforms and consultancies, to building creative capability inside a media agency, Jenny shares how the7stars has evolved while staying true to its beliefs.
The conversation also explores AI, career acceleration, client in-housing and the risks of agencies describing themselves as ‘platforms’. It’s an optimistic, grounded look at where media agencies are heading and why talent, culture and commercial clarity still matter most.
HIGHLIGHTS:
[03:33] What partnership really means
[08:03] The reality of proprietary media
[10:32] Platforms as partners
[14:00] Pitching against the giants
[19:22] Feedback over flip flopping
[25:16] A melting pot of skills
[27:20] AI in creative development
[29:51] The inverted pyramid shift
[33:45] Agencies as platforms explained
[36:45] Clients in-housing
[39:15] Talent drives renewal

MORE ABOUT JENNY:
LinkedIn: linkedin.com/in/jenny-biggam
Website: the7stars.co.uk

HOST SOCIALS:
LinkedIn: linkedin.com/in/robinbonn
Twitter: twitter.com/robonn

MORE ABOUT CO:DEFINERY:
Website: codefinery.com
Book: Market of One
Mentioned in this episode:
Get Co:definery's diagnostic questionnaire
Is your agency  really as differentiated as you think? And have you fully embraced the commercial disruption that AI is bringing? To find out, take five minutes to complete Co:definery's diagnostic questionnaire. It's quick, free, and thought provoking, and you get a tailored report with practical guidance for sharpening your competitive edge.

Visit codefinery.com/dq

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 their HoldCo. competitors. Justin describes navigating that change and why many of the decisions made back then are now proving decisive.
We also explore the growing divide between specialist agencies and one-stop shops. Justin explains why the real threat to agencies isn’t their competitors, but platforms, consultancies and clients increasingly building their own capabilities.
And of course, AI informs the whole conversation – not least how this new industrial revolution is disrupting certain areas of marketing over others, including market research, where Justin’s AI venture, Simbioniq, is rewriting the playbook.
HIGHLIGHTS:
[02:56] Lessons from Publicis
[07:58] Mystery creates margin
[11:38] End to end partners
[14:41] The observability problem
[18:43] Balancing specialisation
[21:16] Ideology as positioning
[25:26] The art of choosing
[26:08] AI and the iron triangle
[31:25] Doctor heal thyself
[39:15] Simulating people not data
MORE ABOUT JUSTIN:
LinkedIn: linkedin.com/in/justinbillingsley
Website: simbioniq.com

HOST SOCIALS:
LinkedIn: linkedin.com/in/robinbonn
Twitter: twitter.com/robonn

MORE ABOUT CO:DEFINERY:
Website: codefinery.com
Book: Market of One
Mentioned in this episode:
Get Co:definery's diagnostic questionnaire
Is your agency  really as differentiated as you think? And have you fully embraced the commercial disruption that AI is bringing? To find out, take five minutes to complete Co:definery's diagnostic questionnaire. It's quick, free, and thought provoking, and you get a tailored report with practical guidance for sharpening your competitive edge.

Visit codefinery.com/dq

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 scaled to nearly 2,000 people while maintaining their entrepreneurial agility, and why client-centricity must be behavioural, not rhetorical.
The conversation explores the so-called Goldilocks zone between scale and flexibility, the realities of working with procurement, and why agencies must align commercial models to client goals from the outset, rather than retrofit them later.
With refreshing honesty, Ben reflects on what hasn’t yet been cracked, the talent challenges AI presents, and why creativity and ideas remain the industry’s enduring advantage.
HIGHLIGHTS:
[02:25] Scaling MSQ
[05:11] Revenue beyond headcount
[10:07] Uncertainty driving change
[13:33] Aligning to outcomes
[18:04] Commercial momentum model
[22:50] Client centricity by design
[25:51] Creating a Market of One
[31:33] Building the AI backbone
[33:57] Behaviour shapes culture
[39:00] Charging for ideas

MORE ABOUT BEN:
LinkedIn: linkedin.com/in/benrudman
Website: msqpartners.com

HOST SOCIALS:
LinkedIn: linkedin.com/in/robinbonn
Twitter: twitter.com/robonn

MORE ABOUT CO:DEFINERY:
Website: codefinery.com
Book: Market of One
Mentioned in this episode:
Get Co:definery's diagnostic questionnaire
Is your agency  really as differentiated as you think? And have you fully embraced the commercial disruption that AI is bringing? To find out, take five minutes to complete Co:definery's diagnostic questionnaire. It's quick, free, and thought provoking, and you get a tailored report with practical guidance for sharpening your competitive edge.

Visit codefinery.com/dq