Agency Alchemy

As agency networks rethink how—and where—they operate, the traditional “London-first” model is starting to show its cracks. On this episode of Agency Alchemy, Pete Coates, Managing Director of Omnicom Media Newcastle, breaks down what it really takes to build a modern agency footprint from the ground up—and why regional expansion today isn’t about geography, it’s about access: to talent, to clients, and to new ways of working. Pete shares the strategic thinking behind launching Omnicom Media in Newcastle from scratch rather than through acquisition, and how that decision unlocked a first-mover advantage in an underserved market. But more importantly, he outlines how the team is reimagining the agency operating model itself—moving beyond outdated structures toward distributed, frictionless teams that prioritize both client outcomes and employee equity. From tapping into new talent pipelines and building partnerships with universities, to designing interoperable teams that mirror increasingly distributed client organizations, this conversation explores what “going local” actually means in a global network—and why the future of agency growth may depend on getting that balance right.

In this episode of Agency Alchemy, we sit down with Justin Barnes, Executive Creative Director at VERSUS, to explore the fast-evolving intersection of brand storytelling and entertainment. From major collaborations with global players like Volkswagen and The Walt Disney Company to large-scale experiential and mixed-media campaigns, VERSUS is operating at the forefront of a new creative paradigm. At the center of that shift is a concept Barnes calls “ownable originality”—the ability for brands to create culturally resonant work that feels both unmistakably unique and deeply authentic. But in a landscape flooded with content (and increasingly, AI-generated content), standing out requires more than just novelty—it demands taste, perspective, and a willingness to push beyond legacy thinking. Barnes also unpacks how AI is actually being used inside a modern creative studio—not as a replacement for ideas, but as a tool to accelerate them. From rapid prototyping to streamlining production workflows, AI is helping teams get closer to the idea faster—without sacrificing the human craft that makes great storytelling stick. The takeaway? As AI becomes table stakes, the real competitive edge isn’t speed—it’s story.

What if the most powerful marketing isn’t an ad at all—but the experience itself? On this episode, Josh Lane (COO) and Matt Ferebee (CCO) of FerebeeLane unpack how they’ve built their agency by flipping the traditional model on its head. Instead of starting with campaigns, they start with narrative—embedding brand thinking into everything from architecture and service training to textiles and guest interactions. The result? A holistic, story-driven approach that resonates with affluent consumers who expect more than just messaging—they expect meaning. Josh and Matt reveal what it really takes to build enduring, high-value brands in a world of infinite choice.

What does it take to build a nationally competitive agency from Portland, Maine — and keep it independent for 33 years? On this episode of Agency Alchemy, Leeann Leahy, CEO of VIA, joins us to talk about ambition, employee ownership, AI as a “silent engine,” and why independence isn’t just a structure — it’s a strategic advantage. Leeann shares how she stepped into the CEO role during a moment of agency transition, restructured VIA into interdisciplinary “pods,” and helped guide the firm through multiple Agency of the Year wins and, ultimately, an employee-owned ESOP model.

Private equity has reshaped agency land—but the story is more nuanced than headlines about roll-ups and margin pressure. On this episode of Agency Alchemy, Scott Shamberg, CEO + President of Mile Marker, joins us to unpack what private equity actually gets right about the agency business—and where it sometimes misses the mark. Drawing on his experience inside holding companies and now leading a PE-backed independent, Scott explains why long-term vision beats short-term reporting cycles, why integration plans matter more than acquisition headlines, and how mid-market brands are quietly becoming the most dynamic opportunity in media. We also explore: Why independent agencies are becoming a magnet for top talent How MileMarker merged traditional and digital into a “low-code, high-sophistication” model What agency leaders should ask before selling or partnering with private equity And how AI is being deployed to give strategists time back—not replace them

What actually defines great creative — and why has so much modern advertising lost its way? In this episode of Agency Alchemy, we sit down with Ellis Verdi, co-founder of DeVito/Verdi, to unpack nearly 40 years of independent agency leadership, creative conviction, and cultural impact. Ellis argues that while platforms, formats, and technologies continue to evolve, the core DNA of great creative work has not changed at all. From the danger of “silly” advertising that underestimates audiences, to the long-term damage caused by short-term performance thinking, this conversation cuts straight to the philosophical heart of modern agency challenges.

What does it take to build — and sustain — one of the longest-running creative partnerships in modern advertising? In this episode of Agency Alchemy, we sit down with Lisa Nichols and Gary Fawcett, joint Executive Creative Directors at TBWA\MCR, to unpack nearly three decades of working side-by-side as a creative team. From shared leadership and creative trust to navigating disagreement without ego, Lisa and Gary reveal how their partnership has shaped agency culture, upheld creative standards, and delivered work that balances commercial impact with social purpose. The conversation explores why collaboration still matters, how creative teams stay resilient through change, and what younger creatives should look for when choosing a long-term partner.

How do you grow a two-person startup into a 100-person agency powering brands with creativity, media, and digital transformation? Wondersauce Co-Founder and CEO John Sampogna shares the secrets behind scaling fast, keeping talent inspired, and staying ahead with AI and emerging tech. Hear how this business acceleration agency helps brands break growth barriers—and what the future of agencies will look like in the age of human + machine collaboration.

In this episode of Agency Alchemy, we speak with Sam Piliero, founder of The Moonlighters, a fast-growing performance marketing agency built for the $1–$10M e-commerce brand. From scaling BarkBox through an IPO to launching his own agency, Sam shares how he’s rewriting the rules of media buying—eschewing bloated teams, cutting wasted ad spend, and proving that founder-led content can outpace traditional agency marketing. Sam digs into the challenges small but ambitious DTC brands face, why Facebook and Google’s “easy mode” can cripple growth, and how The Moonlighters’ one-to-one senior talent model is changing client relationships. Sam also offers candid thoughts on AI’s potential in media buying, the power of giving away the “secret sauce” on YouTube, and his vision for sustainable agency growth.

On this episode of Agency Alchemy, we sit down with Adam Biddle, CEO of GH05T, to explore how a career that started in music marketing—working with legends like Black Sabbath—evolved into leading one of the most forward-thinking social-first agencies in the corporate space. Adam shares how GH05T helps highly regulated industries like finance and insurance embrace creativity within strict boundaries, why honesty is the only way to set expectations with brands, and how his team is using AI through their proprietary tool, Ghostwriter, to scale community management without losing the human touch.

In this episode of Agency Alchemy, we sit down with Nick Valenti, CEO and co-founder of Mādin, to discuss how his full-service agency is reshaping how brands show up in the world—from product launches to merch drops, community building to sports franchises. We explore how Mādin is rewriting the rules, challenging stale briefs, and building cultural equity for clients like San Diego FC and Mimona Skin.   Nick shares why creative constraints breed innovation, how hospitality thinking inspires immersive brand experiences, and why owning the influencer layer is the new frontier.

In this inspiring episode, we sit down with Harriet Knight and Hannah Penn, co-Managing Directors of award-winning independent agency Pablo. Together, they unpack what it truly means to lead with humility, structure an agency for speed and soul, and why sharing a leadership role has been their secret weapon. From creative duos to dual timelines, retail roots to pro bono triumphs, they reveal how Pablo’s flat hierarchy, performance culture, and deeply human values are reshaping the future of creative agencies. Plus, hear how personal health journeys, CPR mannequins modeled on Netflix stars, and UV-sensitive hi-vis vests are all part of the Pablo playbook.

In this episode, we sit down with James Trowman, Partner and General Manager at The Frameworks, a specialist B2B marketing agency recently crowned with six Telly Awards and proud new status as an employee-owned business. James shares how imagination and creativity drive real business transformation—from branding and content strategy to AI-powered tools. He explores the four pillars of imaginative organizations, how B2B marketers can humanize complex offerings, and why risk-taking, collaboration, and leadership buy-in are key to future-proofing your business. Plus, hear how The Frameworks is leveraging AI not just to boost creative output, but to build smarter, more personalized client experiences. If you’re a business leader ready to think beyond the now, this one’s for you.

This episode of Agency Alchemy features a wide-ranging and eye-opening conversation with Paul Woolmington, CEO of Canvas Worldwide. As the agency celebrates its 10th anniversary, Woolmington dives deep into the evolving media landscape where sports, culture, and technology collide. From the global growth of women’s sports to the streaming revolution reshaping fan access, Woolmington shares insights on how sport has become the new religion—and a powerhouse platform for brands. Discover why Formula One exploded in the U.S., how cricket shocked the world in Dallas, and what the 2026 FIFA World Cup and 2028 LA Olympics mean for marketers. Whether you’re a die-hard fan or a data-driven strategist, this episode explores why sports are no longer just entertainment—they’re an economic and cultural force.

The rise of AI is reshaping the creative industry—so where does that leave agencies, content creators, and marketers? In this episode of Agency Alchemy, Fergus Dyer-Smith, CEO of Wooshii, dives into the evolving role of AI in creative workflows, the future of video content, and how agencies can stay ahead in an increasingly automated world. We explore the impact of AI agents, the surprising evolution of short-form and vertical video, and whether AI policing AI is the answer to ethical concerns. Plus, Fergus shares his insights on how brands should approach video in an era of mass content generation. Tune in for a forward-thinking discussion on the challenges and opportunities ahead!

In this episode of Agency Alchemy, we sit down with Richard Robinson, Executive Director of Ingenuity+, to unpack the evolving landscape of brand-agency relationships. With UK marketing budgets surpassing £40 billion and digital ad spend hitting new highs, agencies and brands must be “Pitch Perfect” to stay ahead. Richard shares insights on why 2025 will be a transformative year for agencies, the growing workload for marketing directors, and how AI is reshaping the industry. Plus, we explore the resurgence of local hero brands and why creativity is more important than ever.

In this debut episode of Agency Alchemy, Chris Pearce, Managing Director at Green Park, takes us on a journey through his dynamic career in advertising, from jumping ship from banking to leading global agencies. He shares insights on balancing creativity and data, navigating different ownership structures, and fostering a culture of optimism in agencies. Plus, we dive into the evolving role of AI in content creation, leadership strategies for transformation, and what the future holds for agencies of all sizes. Tune in for a masterclass in leadership, innovation, and the intersection of art and science in marketing!