Today’s guest is Michael Lebowitz, Founder and Executive Chairman of SPCSHP – an agency that’s defied trends and labels for 25 years, and been a Harvard Business School case study not once, but twice.

Using the metaphor of a living, breathing organism, Michael describes SPCSHP as a creative canvas, where culture and imagination are more important than rigid labels or passing trends.

We also unpack why values aren’t just something to stick in a creds deck, but a powerful filter for the right clients and talent. And he explains how rituals (even playful ones) reveal more about team health than KPIs ever could.

From resisting the lure of being a ‘hot shop’, to navigating a people-first acquisition by MSQ, this is a masterclass in leading with personal conviction – and playing the long game.

HIGHLIGHTS

[02:05] Before digital was a thing

[04:26] The agency as an organism

[08:27] Leading with values

[11:07] Becoming a solo founder

[15:43] Cultural health is success

[20:01] How values keep you grounded

[24:52] Breadth of creative perspective

[28:11] Being featured by Harvard Business School

[33:29] Why MSQ felt like home

MORE ABOUT MICHAEL:

Linkedin: linkedin.com/in/mikespcshp

Website: spcshp.com

HARVARD BUSINESS SCHOOL CASE STUDIES:

Big Spaceship: Ready to Go Big?

Big Spaceship: The Evolving Agency

HOST SOCIALS:

Linkedin: linkedin.com/in/robinbonn

Twitter: twitter.com/robonn

MORE ABOUT CO:DEFINERY:

codefinery.com

Today’s guest is a true agency advocate – Marla Kaplowitz, Chief Executive Officer of the 4A’s.

As her 8-year tenure draws to a close, Marla speaks up for the pressures that agencies are under and the opportunities she sees in an industry transformed since the pandemic.

The conversation explores the value of creativity, why speed should command a premium and how AI can drive premiumisation rather than a race to the bottom.

We also cover what does – and doesn’t – work when it comes to differentiation in a saturated market, from the fear of standing out to why criticizing your competition is never a good look.

Marla also reflects on leadership and learning from challenges. With an optimistic eye on the future, she celebrates the creativity, resilience and people who continue to shape the future of advertising.

HIGHLIGHTS

[03:24] How Covid reshaped the market

[05:12] The real cost of pitching

[09:08] Speed deserves a premium

[13:47] The problem with short term thinking

[17:54] Smarter ways to win with procurement

[20:36] What’s killing agency differentiation

[29:15] Being fearless experts

[32:02] Regrets as fuel for improvement

[35:09] Why agencies are cockroaches not dinosaurs



MORE ABOUT MARLA:

LinkedIn: linkedin.com/in/marla-kaplowitz

Website: aaaa.org

Mentioned on the show: 4As Cost of the Pitch research

HOST SOCIALS:

Linkedin: linkedin.com/in/robinbonn

Twitter: twitter.com/robonn

MORE ABOUT CO:DEFINERY:

codefinery.com

Today’s guest is James Townsend — CEO EMEA at Stagwell and also CEO of their Brand Performance Network. Stagwell is now a multi-billion dollar challenger to the established agency HoldCo.s, so how are they approaching growth differently to their competitors?

In a word: adaptation — by embracing the evolving needs of modern clients. James describes how Stagwell’s digital-first structure aims to be the ‘Goldilocks’ of holding companies — that ‘just right’ size between up-scale indies and the more established HoldCo.s.

He talks about combining creatives, strategists and over 1,500 engineers to focus on solving real-world client problems. And he’s got strong views on why some agencies get stuck in the past and how to avoid it.

James also shares how Stagwell approached performance-based pricing, what he’s learnt from rivals like Publicis and Accenture, as well as how they cultivate their entrepreneurial spirit while scaling globally.

HIGHLIGHTS

[01:55] Building a ‘just-right’ sized agency

[06:30] Choosing your clients

[08:06] Listening to the market

[11:21] Learning from mistakes

[16:49] Changing how agencies get paid

[21:44] Client-centricity in practice

[22:37] The importance of traditional account handling

[24:11] Learning from the big players

[26:23] Focusing on business outcomes

[30:48] Reasons to be optimistic

MORE ABOUT JAMES:

LinkedIn: linkedin.com/in/james-townsend-7329076/

Website: stagwellglobal.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