#16: Building a Brand-First Business, With Simon Hill of FutureBrand

Simon Hill, U.S. president of FutureBrand, joins co-hosts Olivia Morley and Brian Wieser to talk about what it takes to build a consultancy built around brand, inside one of the world’s largest holding companies.Simon shares how FutureBrand operates as a brand-led strategy and design company within IPG, and how the firm balances its project-based model with the broader agency network. He discusses FutureBrand’s role at critical moments of change for clients—like M&A, private equity transitions, and category disruptions—and how the team works alongside AORs and sibling agencies across IPG to shape brands from the inside out.Simon also explains how FutureBrand competes with both management consultancies and independent shops, why brand experience has become a priority for clients navigating commoditized categories, and how the firm thinks about talent, offshoring, and cross-border collaboration.Plus, Olivia, Brian, and Simon dig into the news of the week, including:Stagwell’s bold projections for 9% annual organic growth and its surprisingly dismissive take on tariffs.WPP’s acquisition of data clean room provider Infosum, and what it signals about the industry’s growing appetite for software businesses.New Madison and Wall data on independent agency growth trends and why headcount is up at some performance-focused agencies.Subscribe to the Agency Business newsletter.Reach OutAgency Business features agency CEOs and financial decision-makers alongside third party experts, including agency pitch consultants. We are always accepting pitches, and are particularly interested in hearing from women and leaders of color. Please reach out:📩 Brian at [email protected]📩 Olivia at [email protected] Madison and Wall and FusionFront Media on LinkedIn for updates.Explore Our Other Podcasts:📊 The Madison and Wall Podcast – Brian opens up about his latest work—plus crucial economic, financial, and industry trends.🎬 Screen & Sponsor – Olivia & VaynerMedia media manager Jessie Holder explore how brands are shaping Hollywood.A Note From Our SponsorThis episode is sponsored by Ebiquity. Picture this: complete confidence that every dollar of your media budget is working as hard as possible. That's what Ebiquity delivers. They are the world's leading media investment analysts, helping global brands turn media complexity into competitive advantage. Through independent, data-driven analysis, they identify inefficiencies, create transparency, and unlock hidden value in your media investments. Over 80 of the world's largest advertisers trust Ebiquity for a reason. Visit ebiquity.com today and discover how they can help your brand.