Agency Alchemy

What if the problem with the agency model isn’t whether an agency is independent or owned by a holding company, but the shape of the agency itself?
Dana Hork, Founder and CEO of Beers with Friends, joins Agency Alchemy to explain why her “microagency” operates with just two full-time employees, builds bespoke teams of fractional specialists around individual client problems and uses tightly constrained five-day creative sprints to eliminate much of the bureaucracy associated with traditional agency relationships.
We discuss why speed is really a product of alignment, why agencies should stop staffing accounts based on who happens to be available, how identifying a single client decision-maker can dramatically improve the creative process and why collaboration works better when clients are brought inside the process rather than presented with polished ideas at the end.
We also explore AI’s role in this emerging agency model, including why Hork sees it as an enabler rather than a replacement for creative talent, how it can create “shared consciousness” between agencies and clients, and why a world in which AI makes “good enough” essentially free could make genuinely differentiated human thinking more valuable than ever.

Brands are under more pressure than ever to react to culture, move faster, and justify every marketing dollar, but speed doesn't have to come at the expense of long-term brand building.
On this episode of Agency Alchemy, we're joined by Evan Gettinger, Principal at CBX, to unpack the difference between branding and marketing, why the strongest client relationships are built on honesty instead of polish, and how agencies can stay strategically valuable as more work moves in-house. We also explore AI's impact on strategy, the risks and rewards of brand collaborations, and why understanding a brand's DNA matters far more than chasing the latest trend.

The economics of the agency business are changing, and according to David Dweck, President of Go Fish Digital, agencies that cling to the models that made them successful in the past may be the ones most at risk.
In this episode of Agency Alchemy, David joins to explore the price compression reshaping the industry, why labor arbitrage is losing relevance and how agencies can better align their commercial models with the actual business outcomes their clients need. They also examine the growing influence of walled gardens, the conflicts created by principal-based media buying and why measurement and transparency are becoming even more important sources of agency value.
The conversation turns to AI, creative production and the rise of the tech-forward agency, as David explains why the future may belong to agencies capable of rapidly building bespoke solutions around specific client problems. From lead scoring and signal-led marketing to automation and enterprise innovation, this is a candid discussion about what agency leaders need to let go of—and what they need to build next.

Visit Momentum's website at www.momentumww.com
What happens when advertising leaves the screen and has to prove itself in the real world?
James Robinson, Global Chief Creative Officer at Momentum, joins us to explore why experiential marketing is “advertising without a net,” and why brands can no longer rely on visibility, targeting or clever messaging alone to create meaningful impact.
From building experiences inside Fortnite to rethinking sponsorships, using AI without selling clients an impossible dream and turning sustainability into thousands of smaller creative decisions, James explains how Momentum approaches creativity as a tool for solving genuine business and human problems.
He also shares why creative leaders eventually have to stop being the person with all the ideas, why uncomfortable truths often lead to the best work and why, as the world becomes more artificial, truly human experiences may become more valuable than ever.
5 Key Takeaways:
Experiential is advertising without a netWhen brands interact with people in the real world, there is nowhere for weak creative to hide, which means the experience has to immediately earn someone’s time, attention and participation.
Culture matters more than contextKnowing you’re at a tennis tournament or music festival is context, but understanding how people actually behave, think and feel within those environments is what turns an activation into a culturally relevant idea.
Sponsorship needs intent, not just visibilityLogos and media exposure still have value, but the strongest sponsorships use creativity to connect the property directly to a brand, product or genuine consumer need.
AI should accelerate creativity, not sell an impossible dreamAI can help teams develop, visualize and cost ideas faster, but brands and agencies risk losing trust when AI-generated concepts promise experiences that cannot actually be produced.
Great creativity often starts with an uncomfortable truthThe most valuable thing an agency can sometimes do is tell a client what they need to hear rather than what makes them comfortable, because safe thinking rarely creates work capable of breaking through.

Design has never been more accessible, but accessibility does not automatically create quality, distinction or meaningful human connection.
In this episode of Agency Alchemy, Justine Allan, Managing Director of Pearlfisher North America, joins us to explore why strategy remains the essential foundation of great design and why discernment, judgment and experience may become even more valuable as AI transforms the creative industry. They discuss Pearlfisher’s 35 years as an independent agency, the growing commoditization of executional design, the importance of client relationships and what it takes to lead a multidisciplinary agency in a rapidly changing market.
Justine also explains why giving someone powerful AI tools is a little like handing them a Formula One car: access to the machine does not mean you know how to drive it. As agencies look toward the next five years, the winners may ultimately be those that can balance technology and humanity, data and creativity, ROI and cultural impact, while never losing sight of the quality of the work.

For years, brands have treated social media as a numbers game, chasing trends, algorithms, and endless streams of content. Blake Heal, Founder and CEO of Conscious Minds, believes that era is coming to an end.
In this episode, Blake explains why social is reclaiming its role as the primary platform for brand building, where culture, storytelling, and memorable moments matter more than posting volume. He shares how brands like Starbucks, Nike, and Yahoo are shifting away from short-term engagement metrics in favor of long-term brand relevance, why agencies must stop thinking of themselves as content factories and start acting as brand architects, and how AI is likely to make content production ubiquitous while making human taste and creative judgment even more valuable.
The conversation explores what it takes to build brands that people genuinely care about, why “uncomfortably uncorporate” may be the future of social marketing, and why the agencies that curate culture—not simply optimize for algorithms—will be the ones that stand out over the next decade.

Ryan Stern, CEO and Co-Founder of Collectively, joins us to discuss how creator marketing evolved from an experimental channel into a core business function. Ryan explains why brands are increasingly adopting creator agency of record models, how marketing teams must break down traditional silos, and why managing creator relationships requires a fundamentally different approach than managing media channels.
The conversation explores the challenge of scaling creator programs without sacrificing authenticity, why brands should pay closer attention to comment sections than traditional engagement metrics, and how creator insights are influencing everything from campaign development to product innovation.
Ryan also shares lessons from more than a decade helping brands navigate the creator economy, discusses the role of AI in creator workflows, and explains why the future belongs to brands that prioritize consistency over control while allowing creators to bring their own voice to the relationship.

As the 2026 FIFA World Cup arrives in North America, soccer is entering a new era of cultural relevance across the United States, Canada, and Mexico. But what separates the clubs, brands, and sponsors that become part of the culture from those that simply buy visibility?
 
On this episode of Agency Alchemy, we sit down with Malcolm Buick, Chief Creative Officer at Athletics, the brand innovation studio working at the intersection of sport, culture, and design. From shaping identities for clubs like the Seattle Sounders FC and Nashville SC to helping global brands understand the power of local communities, Malcolm shares what it takes to build sports brands that resonate far beyond match day.
 
The conversation explores the cultural rise of soccer in North America, the role of authenticity in modern brand building, how AI can enhance fan experiences without replacing human emotion, and why the most successful sponsors participate in the culture rather than interrupt it. Malcolm also discusses what lasting legacy the 2026 World Cup could leave behind—and why the future of the sport depends as much on local communities as it does on global tournaments.
 
5 Key Takeaways
1. Local identity is the engine behind soccer’s growth in North America.The sport’s momentum isn’t being driven solely by global stars, major tournaments, or celebrity owners. It’s growing because clubs are increasingly reflecting the culture, values, and personalities of the communities they represent, creating a deeper sense of belonging among fans.
2. The strongest sports brands are built on emotion, not aesthetics.Great design is more than logos, colors, and visual systems. The most enduring club brands create emotional connections, turning teams into cultural symbols that live beyond the pitch through fashion, entertainment, community, and everyday life.
3. Authentic participation beats sponsorship visibility.Fans can quickly distinguish between brands that are genuinely contributing to the sport and those simply seeking exposure. The most effective partnerships add value through access, utility, storytelling, or community investment rather than relying on logos and advertising alone.
4. AI should enhance the fan experience, not replace the human experience.While AI can improve personalization, ticketing, content discovery, and matchday experiences, its greatest value will come from making the tournament work better for fans behind the scenes. The emotion, passion, and community that define sport must remain at the center.
5. The World Cup’s true legacy will be what happens after the final match.The tournament’s long-term success will be measured by stronger local clubs, better infrastructure, expanded pathways from youth to professional soccer, and continued investment in both the men’s and women’s games. The goal isn’t simply to host the World Cup—it’s to make soccer an even deeper part of North America’s cultural fabric.
Chapters
00:00 Introduction00:45 What Athletics Does01:20 Why the 2026 World Cup Matters03:10 Soccer’s Growth in North America06:20 What Brands Can Learn from Local Clubs09:10 Building Powerful Soccer Brands12:10 AI and the Future of the World Cup15:45 How Brands Should Activate Around Soccer18:10 Creating a Lasting World Cup Legacy21:05 Predictions & Final Thoughts22:15 Where to Learn More

On this episode of Agency Alchemy, we sit down with Justin Tobin, Founder and President of Gather, to explore why the traditional agency model is being challenged by a new generation of more agile, action-oriented organizations. Drawing on his experience leading global digital strategy at American Express during the rise of social media and mobile, Justin shares the frustrations that inspired Gather’s creation and explains why clients increasingly need partners who can execute alongside them—not simply deliver recommendations.
The conversation dives into Gather’s unique “double opt-in” talent model, the concept of the “agency with agency,” and why flexibility, trust, and entrepreneurial thinking are becoming competitive advantages in an industry grappling with AI, talent transformation, and changing workplace expectations.
Justin also shares his perspective on AI as both a tool and a teammate, why every organization should rethink who owns AI strategy, and how the emerging role of a Chief Resource Officer could help businesses manage a workforce that increasingly includes both humans and intelligent systems.

On this episode of Agency Alchemy, we sit down with Rob Cherof, Founder and President of Rocket Camp, for a wide-ranging conversation about the future of agency talent, mentorship, and creativity in an AI-driven industry.
Drawing from decades of experience at some of advertising’s most iconic agencies — and his work developing young professionals through the 4A’s Institute for Advanced Advertising Studies — Rob shares why the industry’s obsession with efficiency may be coming at the expense of human growth. From hybrid work and the loss of apprenticeship culture to the importance of giving young talent “more at-bats,” Rob argues that agencies need to rethink how they train, nurture, and challenge the next generation.
We also explore Atlanta’s evolution into a major marketing hub, why interdisciplinary collaboration matters more than ever, and how AI can accelerate thinking without replacing the critical human skills that make great advertising possible.

On this episode of Agency Alchemy, we’re joined by Talia Arnold, Managing Partner at Exverus by Brainlabs, to unpack how the agency has navigated growth without losing the culture that made it successful in the first place.
Talia shares the founding philosophy behind Exverus, why Brainlabs felt like the right acquisition partner, and how both organizations aligned around shared values including strategic thinking, transparency, and human-centered innovation. The conversation also explores how Exverus is maintaining its indie spirit through remote flexibility, company traditions, collaborative leadership, and a radically candid internal culture.
We also dive into the agency’s approach to AI—not as a replacement for people, but as a tool that empowers teams to build smarter systems, automate workflows, and unlock new creative and operational possibilities.

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.