The network the agencies own

Early in his career, John Harris was handed a good agency and told to shake things up. It had been around for 25 years. Strong EBITDA, loyal clients, not growing. He met with all 75 people, took a cross-section of them offsite, and built a plan with milestones, dates, and names attached. Then he papered it across a wall of cubicles in the middle of the office and started executing. A colleague came up to him, surprised. "Oh, you were serious."

"I thought you guys were serious," Harris told him. "This isn't my plan, this is our plan." Some people opted out. Some clients left. Two and a half years in, the regional shop won a global brand assignment for a health and beauty company. "Every success I've seen, there's been alignment," Harris said on the CEO.com Podcast. "Any failure somewhere along the way, alignment wasn't there."

He now runs an organization built entirely on that principle.

Worldwide Partners is a network of 95 independent marketing services agencies in 50 countries, representing more than $5 billion in media billings. Harris is president and CEO, but the usual arrangement is upside down. Holding companies acquire agencies, roll them into a consolidated P&L, and dictate operating terms to deliver shareholder value. Worldwide Partners owns nothing. The agencies own the network, and Harris answers to a board of agency leaders worldwide. "Rather than the network dictating the terms to the agencies, the agencies actually dictate the terms to the network," he said. Picture a sports league, where the commissioner works for the team owners.

Harris knows the other model from the inside. He spent 14 years in the Omnicom system, ran TBWA\Karsh+Hagan, and worked the client side at Smashburger and the retailer Fresh Produce before taking this job.

The network predates him by decades. Five agencies in California and Arizona started it in 1938, tired of watching manufacturers board trains to New York to hire agencies there. It ran more like a trade body until 2000, when the agencies formalized the ownership structure and the name. Lego has been a client for more than 40 years. Under Armour, Brand USA, TaylorMade, and 3M are now on the roster.

The pitch to agencies is scale without sale. Getting in is another matter. Applicants must be approved by the agencies already inside, and the network turned away 80 of them last year. Worldwide Partners looks for geographic gaps and unusual expertise, and it has collected some. A sound design agency founded by Simon Le Bon of Duran Duran. A US shop founded by two men with disabilities, staffed by people with disabilities, helping brands market to that community. But capability is the second filter. "We are not a lead farm for agencies," Harris said. "We're looking for great people who are equally greedy as they are giving." Collaboration holds because nobody is forced into it. People are working together, he said, because they've chosen to work together, not because they have to.

Clients everywhere are asking him one thing. "How are you using AI? And the question behind the question is, how are you going to save me money and give me more for less?" Fair, he says. But one client asked whether his agencies were using AI to produce disposable content, and the word stopped him. If content is disposable by nature, why make it at all? He would rather see agencies reinvest half of what AI saves into creative thinking on business problems instead of putting it all in the bank.

His book recommendation is Phil Knight's Shoe Dog. His podcast pick is Uncensored CMO, even for CEOs who have never worked in marketing, because leaders owe it to their people to understand what they're up against. "Sometimes, we can be that challenge."

Every conversation on the CEO.com Podcast ends the same way, with the belief that the chances one gives are just as important as the chances one takes. Harris named Travis Erwin, who gave him his first job in the beer business driving a keg truck, and then his second. He named Ron Askew and Mark Lampersky, who moved him to Colorado to work on the Coors account and handed him his first general management role. And he named Mary Farrell, the Worldwide Partners board member who served as interim CEO during the search that hired him, then spent her time and counsel making sure he was set up to succeed.

"I talk to all of them today," Harris said.

00:00:00 Introduction and Welcome
00:00:13 Overview of Worldwide Partners
00:00:57 Unique Business Model Explained
00:01:28 Value Proposition for Clients
00:02:20 Benefits for Member Agencies
00:03:37 Agency Selection Process
00:06:23 Analogy to Sports Commissioner
00:07:35 Origin and History of the Network
00:09:10 A Typical Day as CEO
00:11:01 Impact of AI on the Industry
00:13:44 Reading and Podcast Recommendations
00:15:44 Best Leadership Advice
00:18:57 Industry Outlook for 2024 and 2025
00:20:50 Acknowledging Key Mentors

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We<00:03:20.910> have<00:03:21.022> a<00:03:21.102> global<00:03:21.406> mentoring<00:03:21.823> program<00:03:22.224> with<00:03:22.384> 200<00:03:22.769> people<00:03:23.026> around<00:03:23.250> the<00:03:23.346> world.

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So<00:03:24.709> there's<00:03:24.885> a<00:03:25.029> great<00:03:25.334> deal<00:03:25.446> of<00:03:25.510> sharing<00:03:25.911> of<00:03:25.991> best<00:03:26.200> practices<00:03:26.713> and,<00:03:27.258> uh,<00:03:27.419> and<00:03:27.499> support<00:03:27.820> for<00:03:27.916> one<00:03:28.077> another<00:03:28.702> throughout<00:03:28.959> the<00:03:29.023> system.

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How<00:03:29.536> do<00:03:29.665> you<00:03:29.761> decide<00:03:30.403> what<00:03:30.804> agency<00:03:31.686> should<00:03:32.023> or<00:03:32.152> shouldn't<00:03:32.569> join,<00:03:32.970> is<00:03:33.194> right<00:03:33.515> for<00:03:33.692> the,<00:03:34.398> uh,<00:03:34.734> the<00:03:34.831> network<00:03:35.312> and<00:03:35.521> isn't<00:03:35.761> right<00:03:35.938> for<00:03:36.082> the<00:03:36.114> network?

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Like,<00:03:36.660> what<00:03:36.804> is<00:03:36.900> that<00:03:37.013> process<00:03:37.542> like?

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No,<00:03:37.959> it's<00:03:38.039> a<00:03:38.104> great<00:03:38.264> question.

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So,<00:03:39.130> um,<00:03:39.547> uh,<00:03:40.189> the<00:03:40.494> part<00:03:40.686> of<00:03:40.815> the<00:03:41.216> application<00:03:41.777> process<00:03:42.499> is<00:03:42.692> that<00:03:43.253> if<00:03:43.382> you<00:03:43.462> want<00:03:43.606> to<00:03:43.638> join<00:03:43.943> the<00:03:43.975> network,<00:03:44.344> you<00:03:44.376> have<00:03:44.521> to<00:03:44.617> be<00:03:44.761> approved<00:03:45.564> by<00:03:45.644> the<00:03:45.804> agencies<00:03:46.269> who<00:03:46.510> are<00:03:46.831> in<00:03:46.911> the<00:03:46.975> network.

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So,<00:03:47.890> um,<00:03:48.307> it's<00:03:48.708> an<00:03:48.852> interesting<00:03:49.253> model<00:03:49.574> where,<00:03:49.895> you<00:03:49.975> know,<00:03:50.056> we<00:03:50.200> want<00:03:50.312> to<00:03:50.441> protect<00:03:50.778> the<00:03:50.858> quality<00:03:51.275> of<00:03:51.339> the<00:03:51.500> agency.

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So,<00:03:52.526> uh,<00:03:52.863> quality<00:03:53.168> of<00:03:53.248> work,<00:03:53.649> um,<00:03:54.066> which<00:03:54.211> can<00:03:54.307> be<00:03:54.451> subjective,<00:03:55.029> but<00:03:55.173> when<00:03:55.334> you<00:03:55.430> look<00:03:55.655> at<00:03:56.056> someone's<00:03:56.296> client<00:03:56.617> list<00:03:56.873> and<00:03:57.434> doing<00:03:57.659> this<00:03:57.835> as<00:03:57.915> long<00:03:58.076> as<00:03:58.220> I<00:03:58.300> have,<00:03:58.476> you<00:03:58.556> got<00:03:58.701> a<00:03:58.957> good<00:03:59.118> view<00:03:59.342> of<00:03:59.438> what's<00:03:59.743> great<00:03:59.999> work.

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We're<00:04:01.121> looking<00:04:01.362> for—<00:04:01.682> is<00:04:01.763> there<00:04:02.083> a<00:04:02.147> geography<00:04:02.724> where<00:04:02.965> we<00:04:03.061> need<00:04:03.205> to<00:04:03.350> fill<00:04:03.526> a<00:04:03.606> gap?

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We're<00:04:04.392> in<00:04:04.472> 50<00:04:04.712> countries,<00:04:05.049> so<00:04:05.209> we<00:04:05.289> have<00:04:05.434> a<00:04:05.530> really<00:04:05.706> strong<00:04:06.011> footprint<00:04:06.411> currently.

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We're<00:04:07.998> also<00:04:08.335> looking<00:04:08.640> for<00:04:08.976> unique<00:04:09.217> capabilities<00:04:10.002> or<00:04:10.082> expertise.

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So<00:04:10.804> within<00:04:11.044> our<00:04:11.156> network,<00:04:11.701> we<00:04:11.846> have<00:04:12.263> experts<00:04:12.743> in<00:04:12.888> pharma,<00:04:13.465> experts<00:04:13.785> in<00:04:13.930> B2B,<00:04:14.731> food<00:04:14.908> and<00:04:14.988> agricultural<00:04:15.581> marketing.

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We<00:04:16.174> have<00:04:16.270> a<00:04:16.607> sound<00:04:16.911> design<00:04:17.937> agency<00:04:18.274> that<00:04:18.338> was<00:04:18.498> founded<00:04:18.755> by<00:04:18.915> Simon<00:04:19.268> Le<00:04:19.380> Bon<00:04:19.572> of<00:04:19.717> Duran<00:04:19.893> Duran.

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We<00:04:21.079> have<00:04:21.176> an<00:04:21.304> agency<00:04:22.025> in<00:04:22.602> the<00:04:22.747> US<00:04:23.083> that<00:04:23.885> was<00:04:24.029> founded<00:04:24.269> by<00:04:24.366> two<00:04:24.686> gentlemen<00:04:25.007> with<00:04:25.103> disabilities,<00:04:25.905> staffed<00:04:26.289> with<00:04:26.369> people<00:04:26.594> with<00:04:26.690> disabilities.

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To<00:04:27.636> help<00:04:27.796> brand<00:04:27.988> marketers<00:04:28.453> more<00:04:28.549> effectively<00:04:29.014> market<00:04:29.655> to<00:04:29.735> people<00:04:29.879> with<00:04:29.975> disabilities.

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So<00:04:30.632> we're<00:04:30.776> looking<00:04:31.017> for<00:04:31.241> really<00:04:31.417> compelling<00:04:32.234> stories<00:04:32.699> and<00:04:32.779> skill<00:04:33.036> sets,<00:04:34.702> vertical<00:04:35.023> knowledge<00:04:35.904> that<00:04:36.064> might<00:04:36.224> add<00:04:36.384> to<00:04:36.529> our<00:04:36.641> story.

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So<00:04:37.346> we're<00:04:37.971> looking<00:04:38.147> for<00:04:38.371> additive<00:04:38.772> versus<00:04:39.092> redundancy.

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But<00:04:39.749> I<00:04:39.765> think<00:04:39.974> the<00:04:40.006> most<00:04:40.390> important<00:04:40.855> piece,<00:04:41.256> and<00:04:41.656> I<00:04:41.672> think<00:04:41.913> this<00:04:42.089> is<00:04:42.233> why<00:04:42.393> the<00:04:42.457> network's<00:04:42.874> been<00:04:42.970> around<00:04:43.258> for<00:04:43.419> almost<00:04:43.675> 9<00:04:43.915> decades,<00:04:44.797> is<00:04:45.197> the<00:04:45.277> collaborative<00:04:45.678> spirit.

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You<00:04:46.960> know,<00:04:47.441> we<00:04:47.521> are<00:04:47.601> not<00:04:47.841> a<00:04:47.921> lead<00:04:48.146> farm<00:04:48.899> for<00:04:49.363> agencies.

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We're<00:04:50.950> looking<00:04:51.206> for<00:04:51.286> great<00:04:51.591> people<00:04:52.151> who<00:04:52.872> are<00:04:53.113> equally<00:04:53.754> greedy<00:04:54.106> as<00:04:54.234> they<00:04:54.395> are<00:04:54.555> giving.

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And<00:04:56.335> because<00:04:56.576> I<00:04:56.736> think<00:04:56.960> that's<00:04:57.281> what's<00:04:57.778> made<00:04:58.019> this<00:04:58.179> world<00:04:58.404> go<00:04:58.516> around<00:04:58.805> for<00:04:58.933> so<00:04:59.142> long<00:04:59.447> here<00:04:59.559> at<00:04:59.639> our<00:04:59.719> network,<00:05:00.826> that<00:05:00.970> people<00:05:01.211> are<00:05:01.307> working<00:05:01.564> together<00:05:01.869> because<00:05:02.045> they've<00:05:02.189> chosen<00:05:02.510> to<00:05:02.590> work<00:05:02.767> together,<00:05:03.392> not<00:05:03.553> because<00:05:03.793> they<00:05:03.873> have<00:05:04.098> to.

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And<00:05:04.595> when<00:05:04.740> you've<00:05:04.980> opted<00:05:05.574> into<00:05:06.103> that<00:05:06.279> idea<00:05:06.600> and<00:05:06.664> that<00:05:06.841> model<00:05:07.162> and<00:05:07.242> embracing<00:05:07.803> that<00:05:08.605> collaboration<00:05:09.247> fuels<00:05:09.632> ambition,<00:05:10.273> that's<00:05:11.316> really—<00:05:11.653> that<00:05:11.797> softer<00:05:12.294> evaluation<00:05:13.080> is<00:05:13.257> really<00:05:13.497> the<00:05:13.561> most<00:05:13.818> important<00:05:14.219> piece.

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And<00:05:15.406> we've<00:05:15.566> been<00:05:15.662> fortunate,<00:05:16.224> you<00:05:16.304> know,<00:05:16.849> and<00:05:17.170> I<00:05:17.186> don't<00:05:17.427> think<00:05:17.587> it's<00:05:17.828> necessarily<00:05:18.790> just<00:05:19.111> what<00:05:19.271> we've<00:05:19.432> been<00:05:19.592> doing<00:05:19.913> in<00:05:19.977> raising<00:05:20.298> the<00:05:20.394> profile<00:05:20.811> of<00:05:20.875> the<00:05:20.955> network,<00:05:21.998> but<00:05:22.142> the<00:05:22.223> independent<00:05:22.624> agencies<00:05:23.057> are<00:05:23.121> getting<00:05:23.410> more<00:05:23.522> at-bats<00:05:25.062> because<00:05:25.351> clients<00:05:25.672> are<00:05:25.768> looking<00:05:26.073> for<00:05:26.185> the<00:05:26.314> agility<00:05:26.731> that<00:05:26.892> comes<00:05:27.437> from<00:05:27.598> working<00:05:27.854> with<00:05:28.015> an<00:05:28.095> independent<00:05:28.560> agency<00:05:28.961> and<00:05:29.042> they're<00:05:29.122> getting<00:05:29.363> the<00:05:29.443> question<00:05:29.780> of<00:05:29.844> scale.

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So<00:05:30.967> we've<00:05:31.112> had<00:05:31.208> a<00:05:31.240> high<00:05:31.529> degree<00:05:31.802> of<00:05:31.930> interest<00:05:32.267> in<00:05:32.347> joining<00:05:32.572> the<00:05:32.604> network<00:05:33.085> and<00:05:33.406> I<00:05:33.551> think<00:05:33.695> we<00:05:33.791> turned<00:05:34.096> away<00:05:34.449> 80<00:05:34.738> agencies<00:05:35.621> last<00:05:35.942> year<00:05:36.262> who<00:05:36.439> wanted<00:05:36.680> to<00:05:36.824> join<00:05:37.546> for<00:05:38.028> one<00:05:38.509> or<00:05:38.766> in<00:05:38.926> some<00:05:39.071> cases<00:05:39.472> all<00:05:39.568> of<00:05:39.648> the<00:05:39.728> reasons<00:05:40.130> that<00:05:40.290> they<00:05:40.434> didn't<00:05:40.611> check<00:05:40.852> the<00:05:40.932> right<00:05:41.092> boxes<00:05:41.558> for<00:05:41.734> us.

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So<00:05:43.002> we're<00:05:43.820> proud<00:05:44.157> and<00:05:44.285> protective<00:05:44.719> of<00:05:44.847> the<00:05:44.927> community<00:05:45.425> and<00:05:46.933> I<00:05:46.965> don't,<00:05:47.350> you<00:05:47.431> know,<00:05:48.313> the<00:05:48.698> board<00:05:48.875> of<00:05:48.907> directors<00:05:49.356> here<00:05:49.597> is<00:05:49.837> not<00:05:50.078> looking<00:05:50.303> to<00:05:50.383> be<00:05:50.479> the<00:05:50.560> biggest<00:05:50.864> network.

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We<00:05:52.003> want<00:05:52.147> to<00:05:52.227> protect<00:05:52.580> the<00:05:52.788> culture<00:05:53.189> and<00:05:53.269> the<00:05:53.365> collaborative<00:05:53.750> spirit<00:05:54.151> that<00:05:54.247> we<00:05:54.343> have.

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And<00:05:54.744> so,<00:05:55.433> you<00:05:55.465> know,<00:05:55.850> we<00:05:55.930> don't<00:05:56.074> need<00:05:56.171> to<00:05:56.235> be<00:05:56.299> 150<00:05:56.892> agencies.

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We're<00:05:57.597> going<00:05:57.773> to—<00:05:58.014> growth<00:05:58.158> is<00:05:58.254> going<00:05:58.367> to<00:05:58.415> be<00:05:58.495> dictated<00:05:58.895> by<00:05:59.120> our<00:05:59.521> client,<00:05:59.857> what<00:05:59.953> our<00:06:00.082> clients<00:06:00.402> need<00:06:00.514> us<00:06:00.659> to<00:06:00.803> do<00:06:01.059> and<00:06:01.444> where<00:06:01.524> our<00:06:01.620> clients<00:06:02.005> need<00:06:02.101> us<00:06:02.246> to<00:06:02.342> be.

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I<00:06:02.743> think<00:06:02.887> that's<00:06:03.063> beautiful<00:06:03.464> and<00:06:03.608> so<00:06:03.865> important,<00:06:04.810> right?

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I<00:06:05.227> think<00:06:05.451> so<00:06:05.708> often<00:06:06.093> communities<00:06:06.509> try<00:06:06.670> to<00:06:06.750> get<00:06:06.974> way<00:06:07.231> too<00:06:07.471> big<00:06:07.952> and<00:06:08.096> try<00:06:08.273> to<00:06:08.369> serve<00:06:08.754> everyone.

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And<00:06:09.459> then<00:06:09.715> it's<00:06:09.956> almost<00:06:10.260> like,<00:06:10.597> what<00:06:10.677> are<00:06:10.821> you<00:06:10.982> doing?

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Like,<00:06:12.440> who<00:06:12.601> is<00:06:12.825> actually<00:06:13.386> being<00:06:13.626> served<00:06:14.011> here<00:06:14.829> and<00:06:14.909> what<00:06:15.069> is<00:06:15.229> the<00:06:15.326> point?

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And<00:06:15.790> then<00:06:15.887> you<00:06:16.367> kind<00:06:16.528> of<00:06:16.592> look<00:06:16.768> up<00:06:16.928> and<00:06:17.009> realize<00:06:17.393> it<00:06:17.473> was<00:06:17.570> just<00:06:17.746> about,<00:06:18.275> you<00:06:18.307> know,<00:06:18.772> getting<00:06:19.092> more,<00:06:19.797> uh,<00:06:20.358> membership<00:06:20.839> dues<00:06:21.111> or<00:06:21.191> something<00:06:21.416> like<00:06:21.576> that<00:06:21.800> throughout<00:06:21.977> the<00:06:22.121> year<00:06:22.441> in<00:06:22.794> order<00:06:22.890> to<00:06:23.082> make<00:06:23.259> it<00:06:23.323> work,<00:06:23.563> which<00:06:23.723> is<00:06:23.883> really<00:06:24.124> interesting.

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As<00:06:24.701> you<00:06:24.781> were<00:06:24.861> talking<00:06:25.165> about<00:06:25.278> it,<00:06:25.422> it<00:06:25.502> almost<00:06:25.742> seems<00:06:25.999> like<00:06:26.928> you're<00:06:27.104> like<00:06:27.281> a<00:06:27.345> sports<00:06:27.906> commissioner,<00:06:28.611> you<00:06:28.659> know,<00:06:28.803> like<00:06:28.963> the<00:06:29.091> commissioner<00:06:29.748> of<00:06:29.844> like<00:06:29.989> the<00:06:30.149> NFL<00:06:30.710> or<00:06:30.870> NBA<00:06:31.671> or<00:06:31.831> Major<00:06:32.088> League<00:06:32.232> Baseball.

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They<00:06:33.178> work<00:06:33.354> for<00:06:33.514> the<00:06:33.658> owners<00:06:33.931> of<00:06:33.995> the<00:06:34.299> team.

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Yeah,<00:06:35.277> yeah,<00:06:35.597> exactly.

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The<00:06:36.142> model<00:06:36.639> that<00:06:36.735> I'm<00:06:36.879> like<00:06:37.039> trying<00:06:37.584> to—<00:06:37.921> I'm<00:06:38.081> just<00:06:38.225> trying<00:06:38.321> to<00:06:38.401> think<00:06:38.482> of<00:06:38.546> like<00:06:38.802> where<00:06:39.267> this<00:06:39.443> other<00:06:39.603> type<00:06:39.828> of<00:06:39.860> model<00:06:40.164> exists.

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It's<00:06:41.286> kind<00:06:41.462> of<00:06:41.526> like<00:06:41.686> that,<00:06:42.071> no?

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Yeah,<00:06:42.792> yeah.

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Look,<00:06:43.689> I<00:06:43.834> love<00:06:44.010> that<00:06:44.154> analogy.

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That's<00:06:44.875> the<00:06:45.212> That's<00:06:45.452> the<00:06:45.596> best<00:06:45.853> analogy<00:06:46.414> I've<00:06:47.696> heard<00:06:47.937> that<00:06:48.033> I<00:06:48.177> can<00:06:48.322> use<00:06:48.578> again.

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Yes,<00:06:49.844> we<00:06:50.085> are<00:06:50.181> here<00:06:50.758> to<00:06:51.127> serve<00:06:51.544> the<00:06:51.688> agencies.

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That<00:06:52.650> is<00:06:53.131> our<00:06:53.467> role.

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And<00:06:54.413> at<00:06:55.631> the<00:06:55.727> same<00:06:56.032> time,<00:06:57.459> elevate<00:06:58.613> the<00:06:58.741> value<00:06:59.302> of<00:06:59.479> the<00:06:59.863> Worldwide<00:07:00.200> Partners<00:07:00.521> name.

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You<00:07:01.546> know,<00:07:01.867> the<00:07:01.963> NFL<00:07:02.220> Shield<00:07:02.524> stands<00:07:02.845> for<00:07:02.957> something,<00:07:03.406> and<00:07:03.646> we<00:07:03.791> liken<00:07:04.031> ourselves<00:07:04.512> to<00:07:04.688> the<00:07:05.410> old<00:07:05.570> Intel<00:07:05.907> Inside<00:07:07.077> proposition<00:07:08.295> where,<00:07:08.680> you<00:07:08.712> know,<00:07:09.241> you<00:07:09.273> have<00:07:09.433> a<00:07:09.497> Dell<00:07:09.818> and<00:07:09.914> it's<00:07:10.058> a<00:07:10.123> great<00:07:10.363> computer<00:07:10.780> because<00:07:10.956> it<00:07:11.004> has<00:07:11.181> an<00:07:11.261> Intel<00:07:11.742> processor.

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And<00:07:12.527> I<00:07:12.623> think<00:07:12.848> that<00:07:13.264> this<00:07:13.425> idea<00:07:13.665> of<00:07:13.729> our<00:07:13.906> agencies<00:07:14.371> being<00:07:14.547> powered<00:07:15.268> by<00:07:15.589> Worldwide<00:07:15.909> Partners<00:07:16.855> is<00:07:17.000> something<00:07:17.208> that<00:07:17.336> we<00:07:17.432> embrace<00:07:17.833> and<00:07:17.897> how<00:07:18.074> we<00:07:18.554> represent<00:07:19.003> ourselves,<00:07:19.516> that<00:07:19.837> our<00:07:20.638> job<00:07:20.879> is<00:07:20.959> to<00:07:21.055> make<00:07:21.264> them<00:07:21.360> the<00:07:21.584> best<00:07:21.841> version<00:07:22.177> of<00:07:22.322> them<00:07:22.482> that<00:07:22.626> they<00:07:22.722> can<00:07:22.883> be<00:07:23.363> so<00:07:23.460> that<00:07:23.540> they<00:07:23.604> can<00:07:23.748> support<00:07:24.085> the<00:07:24.165> clients<00:07:25.111> in<00:07:25.528> the<00:07:25.608> best<00:07:25.832> fashion<00:07:26.089> they<00:07:26.233> can.

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I<00:07:26.650> have<00:07:26.810> to<00:07:26.938> know<00:07:27.115> how<00:07:27.355> the<00:07:27.451> name<00:07:28.653> came<00:07:28.830> about<00:07:29.134> and<00:07:29.279> how<00:07:29.455> the<00:07:29.599> whole<00:07:29.856> organization<00:07:30.417> came<00:07:30.577> about.

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I<00:07:30.882> mean,<00:07:31.042> starting—<00:07:31.443> Yeah.

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Oh,<00:07:31.779> great<00:07:31.940> question.

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That's<00:07:33.062> a<00:07:33.222> really<00:07:33.478> interesting<00:07:33.943> time<00:07:34.408> for<00:07:34.569> this.

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Yeah.

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So<00:07:36.107> it<00:07:36.172> was<00:07:36.268> started<00:07:36.733> by<00:07:37.614> a<00:07:38.031> group<00:07:38.207> of<00:07:38.336> agencies<00:07:38.688> in<00:07:38.768> California<00:07:39.313> and<00:07:39.410> Arizona,<00:07:39.826> 5<00:07:40.179> agencies<00:07:40.997> who<00:07:41.237> even<00:07:41.462> at<00:07:41.558> that<00:07:41.734> time<00:07:42.343> were<00:07:42.439> watching<00:07:42.776> the<00:07:42.904> large<00:07:43.161> manufacturers<00:07:44.042> and<00:07:44.684> products,<00:07:45.068> good<00:07:45.229> companies,<00:07:46.046> get<00:07:46.190> on<00:07:46.287> trains<00:07:46.623> and<00:07:46.687> go<00:07:46.848> to<00:07:46.928> New<00:07:47.008> York<00:07:47.473> to<00:07:47.569> hire<00:07:48.210> advertising<00:07:48.707> agencies.

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Because<00:07:49.332> New<00:07:49.477> York<00:07:49.653> was<00:07:49.814> considered<00:07:50.230> the<00:07:50.359> center<00:07:50.535> of<00:07:50.679> advertising<00:07:51.321> excellence.

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And<00:07:52.363> so<00:07:52.540> they<00:07:52.684> came<00:07:52.860> together<00:07:53.325> to<00:07:53.502> really<00:07:53.678> share<00:07:53.983> best<00:07:54.207> practices<00:07:54.704> and<00:07:54.849> learnings<00:07:55.683> from<00:07:55.907> one<00:07:56.068> another<00:07:56.452> in<00:07:56.613> a<00:07:56.869> very<00:07:57.174> much<00:07:57.415> of<00:07:57.575> a,<00:07:58.136> I<00:07:58.553> guess,<00:07:58.778> more<00:07:58.858> like<00:07:58.970> a<00:07:59.034> trade<00:07:59.355> body<00:07:59.820> early<00:08:00.381> on.

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And<00:08:01.584> I'll<00:08:02.161> spare<00:08:02.562> you<00:08:02.642> the<00:08:02.819> 9<00:08:03.123> decades<00:08:03.524> of<00:08:03.604> history,<00:08:04.727> but<00:08:05.272> as<00:08:05.448> some<00:08:06.395> of<00:08:06.811> the<00:08:07.277> large<00:08:07.597> agencies<00:08:08.014> began<00:08:08.175> to<00:08:08.271> go<00:08:08.415> global<00:08:09.361> and<00:08:09.538> the<00:08:09.778> holding<00:08:10.035> companies<00:08:10.420> came<00:08:10.596> into<00:08:10.740> the<00:08:10.820> mix,<00:08:11.141> they<00:08:11.205> saw<00:08:11.382> an<00:08:11.462> opportunity<00:08:11.847> to<00:08:11.927> expand<00:08:12.328> the<00:08:12.424> community<00:08:12.745> to<00:08:12.921> a<00:08:12.985> global<00:08:13.402> level.

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And<00:08:14.605> in<00:08:14.749> 2000<00:08:16.353> is<00:08:16.433> when<00:08:16.593> we<00:08:16.674> set<00:08:16.850> up<00:08:16.994> the<00:08:17.716> ownership<00:08:18.021> structure<00:08:18.518> where<00:08:18.614> the<00:08:18.822> agencies<00:08:19.384> owned<00:08:19.560> it.

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You<00:08:20.378> know,<00:08:20.522> they<00:08:20.682> came<00:08:20.923> up<00:08:21.003> with<00:08:21.083> the<00:08:21.147> name<00:08:21.340> of<00:08:21.468> Worldwide<00:08:21.804> Partners,<00:08:22.205> which<00:08:23.087> I<00:08:23.103> think<00:08:23.311> is<00:08:24.674> a<00:08:24.754> very<00:08:25.171> clear,<00:08:25.555> concise<00:08:26.453> representation<00:08:27.110> of<00:08:27.239> who<00:08:27.335> we<00:08:27.495> are.

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It's<00:08:28.216> a<00:08:28.281> global<00:08:28.537> community<00:08:28.922> of<00:08:29.018> partners<00:08:29.403> that<00:08:29.515> are,<00:08:29.900> you<00:08:29.980> know,<00:08:30.124> driven<00:08:30.381> to<00:08:30.461> drive<00:08:30.765> each<00:08:30.877> other's<00:08:31.102> business<00:08:31.423> and<00:08:31.519> our<00:08:31.663> clients'<00:08:32.064> business.

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And<00:08:33.458> so<00:08:34.051> that's<00:08:34.228> where<00:08:34.324> the<00:08:34.388> name<00:08:34.693> came<00:08:34.869> from<00:08:35.125> as<00:08:35.334> we<00:08:35.430> began<00:08:35.735> to<00:08:35.831> go<00:08:35.991> global<00:08:36.536> and<00:08:37.979> really<00:08:38.171> migrating<00:08:38.861> from<00:08:39.582> just<00:08:39.838> the<00:08:39.999> community<00:08:40.399> component<00:08:40.880> of<00:08:41.041> it<00:08:41.185> to<00:08:41.826> providing<00:08:42.163> commercial<00:08:42.563> value<00:08:42.980> to<00:08:43.205> the<00:08:43.285> agencies<00:08:43.750> and<00:08:43.846> more<00:08:44.022> importantly<00:08:44.567> by<00:08:44.728> delivering<00:08:45.112> commercial<00:08:45.449> return<00:08:45.769> for<00:08:45.914> our<00:08:46.010> clients.

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And<00:08:46.571> so<00:08:46.715> you've<00:08:46.827> got<00:08:46.988> this<00:08:47.196> really<00:08:47.853> nice<00:08:48.094> balance<00:08:48.575> of,<00:08:48.895> pardon<00:08:49.056> the<00:08:49.120> alliteration,<00:08:49.697> of<00:08:49.841> community<00:08:50.178> and<00:08:50.322> commerce<00:08:50.739> here<00:08:51.685> that<00:08:51.781> I<00:08:51.861> think<00:08:51.973> works.

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Networks.

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And,<00:08:53.788> you<00:08:53.852> know,<00:08:53.949> we've<00:08:54.173> got<00:08:54.736> our<00:08:54.832> membership<00:08:55.330> is<00:08:55.410> sustained<00:08:55.876> pretty<00:08:56.117> well<00:08:56.422> year<00:08:56.583> over<00:08:56.840> year.

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We,<00:08:57.543> you<00:08:57.563> know,<00:08:58.141> if<00:08:58.366> someone<00:08:58.623> usually<00:08:58.928> leaves<00:08:59.153> the<00:08:59.185> network,<00:08:59.587> it's<00:08:59.876> perhaps<00:09:00.133> they<00:09:00.213> got<00:09:00.309> acquired<00:09:01.257> by<00:09:01.418> a<00:09:01.498> holding<00:09:01.723> company.

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So,<00:09:03.104> so<00:09:03.329> yeah,<00:09:03.474> that's<00:09:03.650> the<00:09:03.811> origin.

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And<00:09:04.534> that<00:09:04.775> DNA<00:09:05.658> of<00:09:05.899> really<00:09:06.236> being<00:09:06.477> about<00:09:07.104> seeing<00:09:07.345> each<00:09:07.505> other<00:09:07.618> succeed<00:09:08.164> and<00:09:08.325> we're<00:09:08.405> stronger<00:09:08.807> together<00:09:09.208> is,<00:09:09.835> I<00:09:09.851> mean,<00:09:10.075> is<00:09:10.236> absolutely<00:09:10.654> core<00:09:11.152> to,<00:09:11.939> to<00:09:12.324> the<00:09:12.405> business<00:09:12.726> here.

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Now<00:09:13.127> we,<00:09:13.609> we<00:09:13.706> meet<00:09:13.866> 2<00:09:14.027> times<00:09:14.332> a<00:09:14.412> year<00:09:14.525> as<00:09:14.669> a<00:09:14.734> global<00:09:14.991> team<00:09:15.232> in<00:09:15.376> person.

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We're<00:09:15.874> doing<00:09:16.501> virtual<00:09:16.998> roundtables<00:09:18.042> every<00:09:18.283> week<00:09:18.749> on<00:09:19.022> a<00:09:19.086> variety<00:09:19.407> of<00:09:19.471> different<00:09:19.664> subjects.

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And<00:09:20.290> so,<00:09:21.558> yeah,<00:09:21.751> it's<00:09:22.457> a<00:09:22.521> pretty<00:09:22.633> special<00:09:23.003> group.

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It's<00:09:23.356> a<00:09:23.404> family.

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What<00:09:24.062> does<00:09:24.287> a<00:09:24.624> typical<00:09:25.025> day<00:09:25.186> look<00:09:25.362> like<00:09:25.587> for<00:09:25.667> you?

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Are<00:09:25.972> you<00:09:26.069> spending<00:09:26.454> a<00:09:26.470> lot<00:09:26.711> of<00:09:26.775> your<00:09:26.871> time<00:09:27.112> on<00:09:27.176> the<00:09:27.273> community<00:09:27.818> aspect?

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I<00:09:28.461> mean,<00:09:29.119> tell<00:09:29.359> us<00:09:29.681> kind<00:09:29.841> of<00:09:29.921> how<00:09:30.146> you<00:09:30.547> allocate<00:09:31.045> your<00:09:31.270> time.

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Yeah,<00:09:31.848> so<00:09:32.088> my,<00:09:32.329> you<00:09:32.409> know,<00:09:33.357> it's<00:09:33.533> certainly<00:09:33.854> not<00:09:34.015> a<00:09:34.031> 9-to-5<00:09:34.561> job<00:09:35.700> because,<00:09:36.086> you<00:09:36.118> know,<00:09:36.423> at<00:09:36.519> 6<00:09:36.840> or<00:09:36.904> 7<00:09:37.209> AM<00:09:37.402> I'm<00:09:37.546> on<00:09:37.691> calls<00:09:37.948> with<00:09:38.092> Europe<00:09:38.734> and<00:09:39.103> then<00:09:39.328> 7<00:09:39.633> or<00:09:39.713> 8<00:09:39.874> PM<00:09:39.970> I'm<00:09:40.099> on<00:09:40.275> calls<00:09:40.420> with<00:09:40.532> Asia<00:09:40.821> and<00:09:40.933> I'm<00:09:41.142> talking<00:09:41.399> to<00:09:41.495> the<00:09:41.624> Americas<00:09:42.041> in<00:09:42.121> between.

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So<00:09:43.406> I<00:09:43.470> think<00:09:43.646> the<00:09:43.711> 3<00:09:43.967> areas<00:09:44.224> I'm<00:09:44.369> spending<00:09:44.674> my<00:09:44.786> time<00:09:45.091> on<00:09:46.118> Probably<00:09:46.375> the<00:09:46.471> most<00:09:46.792> of<00:09:46.873> it<00:09:46.953> is<00:09:47.097> working<00:09:47.322> with<00:09:47.498> our<00:09:47.595> existing<00:09:48.044> agencies<00:09:49.007> and<00:09:49.280> our<00:09:49.408> head<00:09:49.569> of<00:09:49.665> global<00:09:49.890> collaboration<00:09:50.532> here<00:09:51.093> on<00:09:51.912> the<00:09:51.992> team<00:09:52.698> in<00:09:52.795> helping<00:09:53.196> them<00:09:53.661> put<00:09:53.838> together<00:09:54.159> the<00:09:54.303> right<00:09:54.704> teams<00:09:54.961> and<00:09:55.106> talents<00:09:55.523> to<00:09:55.908> meet<00:09:56.101> a<00:09:56.149> specific<00:09:56.646> brief<00:09:57.288> that<00:09:57.384> a<00:09:57.449> client<00:09:57.770> may<00:09:57.930> have<00:09:58.155> come<00:09:58.331> up.

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It's,<00:09:59.760> you<00:09:59.792> know,<00:10:00.097> matchmaking<00:10:00.803> sounds<00:10:01.124> very<00:10:01.284> transactional,<00:10:01.942> so<00:10:02.488> I<00:10:02.745> don't<00:10:03.210> want<00:10:03.290> to<00:10:03.371> phrase<00:10:03.724> it<00:10:03.788> that<00:10:04.013> way,<00:10:04.173> but<00:10:05.008> it<00:10:05.072> is<00:10:05.152> an<00:10:05.313> art,<00:10:05.553> I<00:10:05.634> think,<00:10:06.035> in<00:10:06.340> putting<00:10:06.596> the<00:10:06.741> right<00:10:06.982> teams<00:10:07.238> together,<00:10:07.640> not<00:10:07.880> just<00:10:08.041> based<00:10:08.426> on<00:10:08.843> geography,<00:10:09.485> capabilities,<00:10:10.047> and<00:10:10.127> expertise,<00:10:10.753> but<00:10:10.849> who<00:10:10.946> do<00:10:11.074> we<00:10:11.170> think<00:10:11.411> is<00:10:11.491> going<00:10:11.636> to<00:10:11.732> be<00:10:11.812> the<00:10:11.957> right<00:10:12.198> fit<00:10:13.176> culturally<00:10:13.979> with<00:10:14.123> one<00:10:14.284> another.

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Spending<00:10:15.170> a<00:10:15.310> great<00:10:15.470> deal<00:10:15.650> of<00:10:15.950> time<00:10:15.951> there<00:10:16.590> talking<00:10:16.850> to<00:10:17.030> prospective<00:10:17.450> agencies<00:10:17.850> who<00:10:18.070> want<00:10:18.210> to<00:10:18.310> be<00:10:18.410> a<00:10:18.550> part<00:10:18.710> of<00:10:19.250> the<00:10:19.370> network<00:10:19.670> and<00:10:20.010> evaluating<00:10:20.570> whether<00:10:20.810> we<00:10:21.010> think<00:10:21.190> that<00:10:21.370> they're<00:10:21.450> going<00:10:21.590> to<00:10:21.630> be<00:10:22.050> the<00:10:22.230> types<00:10:22.450> of<00:10:22.630> agencies<00:10:22.949> that<00:10:23.170> are<00:10:23.290> going<00:10:23.291> to<00:10:23.330> be<00:10:23.550> what<00:10:23.690> our<00:10:23.890> clients<00:10:24.110> need<00:10:24.290> them<00:10:24.430> to<00:10:24.570> be.

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Spending<00:10:26.090> time<00:10:26.390> with<00:10:26.570> our<00:10:26.810> head<00:10:26.970> of<00:10:27.090> content<00:10:27.490> and<00:10:27.670> shaping<00:10:28.190> events<00:10:28.790> and<00:10:29.030> the<00:10:29.270> marketing<00:10:29.450> efforts<00:10:29.790> that<00:10:29.950> we're<00:10:30.130> doing.

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And,<00:10:31.650> you<00:10:31.670> know,<00:10:31.790> there<00:10:32.050> are<00:10:32.090> times<00:10:32.330> where<00:10:32.510> there's<00:10:32.630> triage<00:10:32.990> where<00:10:33.190> you've<00:10:33.390> got<00:10:33.430> to<00:10:33.550> jump<00:10:33.690> in<00:10:34.070> and,<00:10:34.270> as<00:10:34.690> anybody<00:10:34.990> has<00:10:35.350> to,<00:10:35.710> and<00:10:36.030> solve<00:10:36.250> an<00:10:36.390> immediate<00:10:36.690> problem.

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So<00:10:37.450> it's<00:10:38.170> a<00:10:39.710> great—<00:10:40.670> I'm<00:10:41.110> learning<00:10:41.510> so<00:10:41.810> much<00:10:42.290> each<00:10:42.590> and<00:10:42.770> every<00:10:42.890> day<00:10:43.050> talking<00:10:43.270> to<00:10:43.570> entrepreneurial<00:10:43.990> agency<00:10:44.390> owners<00:10:44.630> from<00:10:44.810> all<00:10:44.830> over<00:10:44.850> the<00:10:44.870> globe.

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And<00:10:44.910> then,<00:10:44.930> you<00:10:44.950> know,<00:10:44.970> yesterday<00:10:44.990> I<00:10:46.730> I<00:10:46.826> had<00:10:46.890> a<00:10:46.906> conversation<00:10:47.484> with<00:10:47.789> a<00:10:47.869> client<00:10:48.190> who<00:10:48.270> was<00:10:48.430> looking<00:10:48.687> to<00:10:48.848> build<00:10:49.072> out<00:10:49.184> an<00:10:49.313> arsenal<00:10:49.666> of<00:10:49.794> agencies.

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And<00:10:51.335> so<00:10:51.479> we're<00:10:51.559> doing<00:10:51.720> some<00:10:51.880> direct<00:10:52.201> client<00:10:52.442> work<00:10:52.682> as<00:10:52.859> well.

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So<00:10:53.661> that's<00:10:54.560> a<00:10:54.624> typical<00:10:54.945> day,<00:10:55.667> if<00:10:55.747> they're<00:10:55.908> typical.

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How<00:10:57.031> is<00:10:57.336> AI<00:10:58.058> affecting<00:10:58.716> your<00:10:59.037> members<00:10:59.743> and<00:10:59.839> the<00:10:59.999> industry<00:11:00.400> at<00:11:00.545> large?

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Yeah,<00:11:02.310> look,<00:11:02.486> every<00:11:02.727> industry<00:11:03.016> is<00:11:03.112> being<00:11:03.289> impacted<00:11:03.674> by<00:11:03.850> it.

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I<00:11:04.235> think<00:11:04.637> our<00:11:06.257> advertising<00:11:06.899> industries,<00:11:07.765> AI<00:11:07.942> is<00:11:08.022> not<00:11:08.247> new<00:11:08.985> to<00:11:09.065> us<00:11:09.771> from<00:11:09.867> a<00:11:09.932> media<00:11:10.269> perspective,<00:11:10.734> especially.

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It's<00:11:11.376> been<00:11:11.536> really<00:11:11.793> key<00:11:12.034> part<00:11:12.258> of<00:11:12.820> optimizing<00:11:13.542> media<00:11:13.799> plans.

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Say<00:11:15.262> 9<00:11:15.569> months<00:11:15.893> ago,<00:11:16.847> you<00:11:16.944> saw<00:11:17.186> just<00:11:17.348> an<00:11:17.591> exponential<00:11:18.157> level<00:11:18.415> of<00:11:18.545> awareness<00:11:19.288> with<00:11:20.420> the<00:11:20.566> addition<00:11:20.970> of<00:11:21.051> generative<00:11:21.455> AI<00:11:21.859> and<00:11:21.956> the<00:11:22.021> implications<00:11:22.668> on<00:11:23.315> creative<00:11:23.638> products.

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And<00:11:24.139> so<00:11:24.625> I<00:11:24.641> would<00:11:24.770> say<00:11:25.029> every<00:11:25.256> agency<00:11:25.612> in<00:11:25.677> the<00:11:25.726> network<00:11:26.584> to<00:11:26.713> some<00:11:26.891> degree<00:11:28.915> is<00:11:29.061> testing,<00:11:29.870> adopting,<00:11:30.453> and<00:11:30.550> adapting<00:11:31.328> at<00:11:32.153> a<00:11:32.234> very<00:11:32.477> vigorous<00:11:32.866> pace.

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The<00:11:34.154> question<00:11:34.492> that<00:11:34.637> we<00:11:34.734> get<00:11:34.895> from<00:11:35.056> clients<00:11:35.684> is<00:11:36.489> how,<00:11:37.150> you<00:11:37.182> know,<00:11:37.295> very<00:11:37.408> simple,<00:11:37.714> how<00:11:37.859> are<00:11:38.020> you<00:11:38.181> using<00:11:38.503> AI?

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And<00:11:38.986> the<00:11:39.147> question<00:11:39.485> behind<00:11:39.727> the<00:11:39.872> question<00:11:40.291> is,<00:11:40.677> how<00:11:40.935> are<00:11:40.999> you<00:11:41.096> going<00:11:41.257> to<00:11:41.321> save<00:11:41.643> me<00:11:41.740> money?

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And<00:11:42.834> give<00:11:43.075> me<00:11:43.300> more<00:11:43.557> for<00:11:43.717> less,<00:11:44.360> right?

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And<00:11:44.761> that's<00:11:44.986> really<00:11:45.162> what<00:11:45.243> they're<00:11:45.323> looking<00:11:45.564> for.

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And<00:11:45.821> it<00:11:45.949> is<00:11:46.110> a<00:11:46.527> valid<00:11:46.993> question<00:11:47.812> that<00:11:47.892> every<00:11:48.117> client<00:11:48.374> should<00:11:48.518> expect,<00:11:49.016> that<00:11:49.096> their<00:11:49.241> agency<00:11:49.578> is<00:11:49.658> doing<00:11:50.044> everything<00:11:50.445> you<00:11:50.541> can<00:11:51.424> to<00:11:51.970> leverage<00:11:52.227> the<00:11:52.308> tools<00:11:53.335> at<00:11:53.432> their<00:11:53.512> disposal<00:11:54.058> to<00:11:54.234> do<00:11:54.395> things<00:11:54.572> efficiently<00:11:55.021> for<00:11:55.198> them.

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I<00:11:56.723> was<00:11:57.108> working<00:11:57.687> when<00:11:57.927> the<00:11:57.992> internet<00:11:58.249> was<00:11:58.329> started.

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I<00:11:59.372> was<00:11:59.597> working<00:11:59.918> when<00:12:00.015> Facebook<00:12:00.577> came<00:12:00.737> on<00:12:00.962> board.

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I<00:12:01.363> was<00:12:01.620> working<00:12:01.942> when<00:12:02.086> metaverse<00:12:02.568> was<00:12:02.728> here,<00:12:02.985> and<00:12:03.049> I'm<00:12:03.290> still<00:12:03.467> working<00:12:03.788> with<00:12:04.013> AI<00:12:04.334> here.

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My<00:12:05.073> experience<00:12:05.635> with<00:12:05.795> new<00:12:05.940> technology,<00:12:07.866> I<00:12:08.107> have<00:12:08.508> always<00:12:08.749> subscribed<00:12:09.391> to<00:12:09.568> the<00:12:09.873> idea<00:12:10.435> of<00:12:10.756> people<00:12:11.013> and<00:12:11.157> platform.

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Um,<00:12:12.377> um,<00:12:12.682> you<00:12:12.778> know,<00:12:13.083> I<00:12:13.099> didn't<00:12:13.324> say<00:12:13.501> this,<00:12:13.661> so<00:12:13.806> this<00:12:13.966> has<00:12:14.063> been<00:12:14.159> said,<00:12:14.464> you<00:12:14.560> know,<00:12:14.705> many<00:12:14.946> times<00:12:15.331> that<00:12:15.748> we're<00:12:15.845> not<00:12:15.989> going<00:12:16.133> to<00:12:16.166> lose<00:12:16.326> our<00:12:16.454> jobs<00:12:16.743> to<00:12:16.936> AI.

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We're<00:12:17.498> going<00:12:17.562> to<00:12:17.594> lose<00:12:17.755> our<00:12:17.835> jobs<00:12:18.156> to<00:12:18.301> people<00:12:18.461> who<00:12:18.622> have<00:12:18.798> mastered<00:12:19.199> the<00:12:19.280> use<00:12:19.537> of<00:12:20.002> AI.

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So<00:12:20.628> I,<00:12:21.126> you<00:12:21.206> know,<00:12:21.431> AI<00:12:21.848> doesn't<00:12:22.330> have<00:12:22.554> empathy.

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Um,<00:12:23.839> um,<00:12:24.192> it's<00:12:24.497> good.

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There's<00:12:24.818> going<00:12:24.994> to<00:12:25.075> need<00:12:25.235> a<00:12:25.299> human<00:12:25.621> component<00:12:26.022> of<00:12:26.118> it,<00:12:26.263> but<00:12:26.359> there's<00:12:26.648> certainly<00:12:26.985> areas<00:12:27.306> of<00:12:27.386> the<00:12:27.467> business<00:12:27.852> that,<00:12:28.269> that<00:12:28.414> can<00:12:28.510> be<00:12:28.654> automated.

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Um,<00:12:29.858> I<00:12:29.891> think,<00:12:30.597> and<00:12:30.661> I<00:12:30.757> hope<00:12:31.560> we<00:12:31.721> can<00:12:31.881> get<00:12:32.106> to<00:12:32.282> a<00:12:32.363> place<00:12:33.085> where<00:12:33.310> we're<00:12:33.390> switching<00:12:33.872> the<00:12:33.952> conversation<00:12:34.754> from<00:12:35.297> from<00:12:35.317> how<00:12:35.413> do<00:12:35.493> we<00:12:35.638> do<00:12:35.815> more<00:12:36.056> for<00:12:36.281> less<00:12:36.473> to<00:12:37.245> how<00:12:37.421> do<00:12:37.502> we<00:12:37.582> do<00:12:37.823> more<00:12:37.984> that<00:12:38.144> matters.

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I<00:12:39.028> had<00:12:39.189> a<00:12:39.253> conversation<00:12:39.735> with<00:12:39.847> a<00:12:39.896> client<00:12:40.217> the<00:12:40.297> other<00:12:40.474> day<00:12:40.699> and<00:12:40.779> they<00:12:40.811> said,<00:12:41.036> well,<00:12:41.454> aren't<00:12:41.615> you<00:12:41.743> using<00:12:42.065> AI<00:12:42.418> for<00:12:42.643> the<00:12:42.788> production<00:12:43.366> and<00:12:43.446> distribution<00:12:44.089> of<00:12:44.169> disposable<00:12:44.732> content?

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And<00:12:45.680> I<00:12:45.712> said,<00:12:46.515> okay,<00:12:47.126> disposable<00:12:47.624> content,<00:12:48.025> which<00:12:48.347> just<00:12:48.507> made<00:12:48.668> me<00:12:48.829> pause<00:12:49.150> for<00:12:49.295> a<00:12:49.311> moment<00:12:49.632> that<00:12:49.729> says,<00:12:50.178> you<00:12:50.259> know,<00:12:50.918> if<00:12:51.239> content<00:12:51.641> is<00:12:51.721> disposable<00:12:52.267> by<00:12:52.428> very<00:12:52.621> nature,<00:12:53.006> we<00:12:53.167> might<00:12:53.392> say<00:12:53.633> it's,<00:12:53.810> you<00:12:53.890> know,<00:12:53.954> it's<00:12:54.131> certainly<00:12:54.372> short-term<00:12:54.934> and<00:12:55.095> do<00:12:55.256> we<00:12:55.416> really<00:12:55.657> need<00:12:55.914> it?

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And<00:12:56.123> I<00:12:56.220> think<00:12:56.380> that<00:12:56.621> there's<00:12:56.766> an<00:12:56.927> opportunity<00:12:57.409> for<00:12:57.569> us<00:12:57.746> to<00:12:57.810> take<00:12:57.923> a<00:12:57.971> step<00:12:58.228> back<00:12:58.533> and<00:12:58.614> say,<00:12:59.433> not<00:12:59.594> just<00:12:59.819> in<00:12:59.899> what<00:12:59.995> can<00:13:00.092> be<00:13:00.172> done<00:13:00.301> with<00:13:00.461> AI,<00:13:00.718> but<00:13:00.943> overall,<00:13:01.666> are<00:13:01.746> the<00:13:01.826> things<00:13:02.083> that<00:13:02.179> we're<00:13:02.468> doing<00:13:03.045> and<00:13:03.141> are<00:13:03.269> things<00:13:03.446> we're<00:13:03.590> leveraging<00:13:03.927> technology<00:13:04.488> for,<00:13:05.194> are<00:13:05.274> we<00:13:05.370> doing<00:13:05.627> it<00:13:05.691> for<00:13:05.835> the<00:13:05.915> things<00:13:06.316> that<00:13:06.492> really<00:13:06.733> and<00:13:06.813> truly<00:13:07.198> matter?

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And<00:13:08.497> so,<00:13:08.673> if<00:13:08.818> we're<00:13:08.898> finding<00:13:09.363> efficiencies<00:13:10.405> in<00:13:10.501> time<00:13:11.046> and<00:13:11.207> we're<00:13:11.319> saving<00:13:11.864> money,<00:13:12.345> I'd<00:13:12.490> love<00:13:12.682> to<00:13:12.810> see<00:13:12.971> us<00:13:13.067> get<00:13:13.227> to<00:13:13.372> a<00:13:13.452> place<00:13:13.772> where<00:13:14.334> we're<00:13:14.510> investing<00:13:15.376> even<00:13:15.777> half<00:13:16.033> of<00:13:16.097> that<00:13:16.514> time<00:13:16.771> and<00:13:16.899> money<00:13:17.621> back<00:13:17.877> into<00:13:18.102> innovation<00:13:19.000> and<00:13:19.160> back<00:13:19.465> into<00:13:20.299> applying<00:13:20.828> creative<00:13:21.309> thinking,<00:13:21.966> not<00:13:22.127> creativity,<00:13:22.688> but<00:13:22.832> creativity,<00:13:23.570> creative<00:13:23.955> thinking<00:13:24.275> to<00:13:24.372> solving<00:13:24.869> business<00:13:25.254> problems<00:13:26.296> versus<00:13:26.681> just<00:13:26.841> putting<00:13:27.082> it<00:13:27.162> all<00:13:28.461> in<00:13:28.541> the<00:13:28.621> bank.

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And<00:13:29.490> I<00:13:29.507> think<00:13:29.749> if<00:13:29.829> we<00:13:29.910> can<00:13:30.055> find<00:13:30.313> that<00:13:30.539> balance<00:13:31.427> of<00:13:32.072> leveraging<00:13:32.556> it<00:13:32.653> as<00:13:32.750> a<00:13:32.814> way<00:13:32.976> to<00:13:33.540> make<00:13:33.702> us<00:13:33.782> better<00:13:34.267> but<00:13:34.412> also<00:13:34.654> free<00:13:34.896> up<00:13:34.976> time<00:13:35.170> to<00:13:35.315> do<00:13:35.412> the<00:13:35.622> things<00:13:35.880> more<00:13:35.977> that<00:13:36.122> matter,<00:13:36.913> I<00:13:36.993> think<00:13:37.106> we're<00:13:37.187> going<00:13:37.316> to<00:13:37.397> be<00:13:37.478> in<00:13:37.558> a<00:13:37.590> really<00:13:37.816> good<00:13:37.897> place.

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What<00:13:38.381> do<00:13:38.430> you<00:13:38.609> read?

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And<00:13:39.427> what<00:13:39.689> reading<00:13:40.000> recommendations<00:13:40.654> would<00:13:40.752> you<00:13:40.818> have<00:13:40.998> for<00:13:41.145> us?

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I've<00:13:45.191> become<00:13:45.433> a<00:13:45.513> big<00:13:45.690> fan<00:13:45.867> of<00:13:45.996> podcasts<00:13:47.218> because<00:13:47.476> I'm<00:13:47.685> able<00:13:47.862> to<00:13:48.007> cross<00:13:48.425> a<00:13:48.650> lot<00:13:48.827> of<00:13:48.891> territory<00:13:49.873> in<00:13:50.018> a<00:13:50.114> lot<00:13:50.339> less<00:13:50.516> time.

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And<00:13:50.902> as<00:13:51.063> the<00:13:51.160> kids<00:13:51.337> say,<00:13:51.642> it's<00:13:52.270> snackable<00:13:52.688> content.

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Look,<00:13:54.209> I'm<00:13:54.484> a<00:13:54.614> big<00:13:54.776> fan.

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I<00:13:56.071> guess<00:13:56.249> it's<00:13:56.411> maybe<00:13:56.719> 10<00:13:56.897> years<00:13:57.140> old<00:13:57.302> now<00:13:57.561> of<00:13:57.772> Shoe<00:13:58.274> Dog.

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Of<00:13:59.712> Phil<00:13:59.953> Knight's<00:14:00.578> story<00:14:00.914> of<00:14:00.994> Nike.

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It's,<00:14:03.077> look,<00:14:03.237> we've<00:14:03.461> all<00:14:04.263> in<00:14:04.343> some<00:14:04.583> way<00:14:04.759> in<00:14:04.823> our<00:14:04.984> lives<00:14:05.865> worn<00:14:05.977> a<00:14:06.041> pair<00:14:06.137> of<00:14:06.201> Nikes,<00:14:06.922> whether<00:14:07.227> for<00:14:07.579> performance<00:14:08.188> or<00:14:08.364> whether<00:14:08.749> for<00:14:09.021> style.

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But<00:14:10.463> it's<00:14:10.607> an<00:14:10.687> incredible,<00:14:11.424> incredible<00:14:11.889> journey<00:14:12.514> that<00:14:13.155> talks<00:14:13.427> about<00:14:13.716> vision,<00:14:14.052> ambition,<00:14:14.693> and<00:14:14.853> hardship,<00:14:15.414> and<00:14:15.558> challenges,<00:14:16.680> and<00:14:17.256> conviction,<00:14:18.122> and<00:14:18.378> then<00:14:18.778> success,<00:14:19.499> and<00:14:19.580> then<00:14:20.044> more<00:14:20.140> challenges.

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And<00:14:20.925> it's<00:14:21.086> not<00:14:21.262> just<00:14:21.438> on<00:14:21.518> the<00:14:21.646> marketing<00:14:22.047> side,<00:14:22.399> right?

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We<00:14:22.704> all<00:14:22.864> know<00:14:23.024> the<00:14:23.104> Just<00:14:23.345> Do<00:14:23.505> It<00:14:23.585> campaigns,<00:14:24.210> but<00:14:24.787> it's<00:14:24.947> around<00:14:25.331> product<00:14:25.604> development<00:14:26.309> and<00:14:26.389> manufacturing<00:14:27.895> and<00:14:28.536> and<00:14:28.648> the<00:14:28.776> implications<00:14:29.273> of<00:14:29.337> going<00:14:29.658> overseas.

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And<00:14:30.876> it<00:14:30.972> is<00:14:31.180> just<00:14:31.661> a<00:14:31.677> fascinating<00:14:32.414> story<00:14:33.440> that<00:14:34.305> I<00:14:35.443> enjoyed<00:14:35.988> very<00:14:36.100> much.

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From<00:14:37.302> a<00:14:37.366> podcast<00:14:37.830> perspective,<00:14:38.327> in<00:14:38.407> addition<00:14:38.792> to<00:14:39.273> CEO.com,<00:14:41.035> if<00:14:42.734> I<00:14:42.814> could<00:14:44.016> plug<00:14:44.240> another<00:14:44.497> one<00:14:44.641> here,<00:14:44.817> it's<00:14:45.298> The<00:14:45.378> Uncensored<00:14:45.875> CMO,<00:14:47.221> which<00:14:47.381> may<00:14:47.542> seem<00:14:47.862> like<00:14:48.103> for<00:14:48.215> the<00:14:48.279> CEOs<00:14:48.904> on<00:14:49.385> the<00:14:49.929> call,<00:14:50.490> why<00:14:50.586> should<00:14:50.827> I<00:14:50.907> be<00:14:50.987> listening<00:14:51.372> to<00:14:51.468> a<00:14:51.548> podcast<00:14:52.013> for<00:14:52.061> CMOs?

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And<00:14:53.070> I<00:14:53.150> think<00:14:53.375> that<00:14:53.840> I<00:14:53.916> think<00:14:53.936> that<00:14:54.033> as<00:14:54.195> leaders,<00:14:55.082> it's<00:14:55.244> our<00:14:55.405> responsibility<00:14:56.212> to<00:14:56.390> understand<00:14:57.487> the<00:14:57.568> mindset,<00:15:00.409> the<00:15:00.490> challenges<00:15:01.281> that<00:15:01.410> our<00:15:01.539> people<00:15:01.878> are<00:15:02.185> facing.

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Sometimes<00:15:03.541> we<00:15:03.638> can<00:15:03.735> be<00:15:03.880> that<00:15:04.042> challenge.

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And<00:15:04.671> I<00:15:04.768> think<00:15:05.091> that,<00:15:05.640> you<00:15:05.673> know,<00:15:05.818> true<00:15:06.044> to<00:15:06.125> the<00:15:06.206> name<00:15:06.545> of<00:15:06.706> it<00:15:06.803> being<00:15:07.029> uncensored,<00:15:07.578> it's<00:15:07.740> a<00:15:07.901> really<00:15:08.224> uncensored<00:15:08.725> view<00:15:08.902> into<00:15:09.112> the<00:15:09.193> world<00:15:09.371> of<00:15:09.452> the<00:15:09.516> CMO.

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So<00:15:11.163> if<00:15:11.293> you're<00:15:11.389> working<00:15:11.600> with<00:15:11.664> CMOs<00:15:12.293> or<00:15:12.679> senior-level<00:15:13.163> marketing<00:15:13.630> people<00:15:13.888> and<00:15:14.033> you're<00:15:14.210> CEO,<00:15:14.774> I<00:15:14.855> would—<00:15:15.419> it's<00:15:15.806> a<00:15:15.838> great<00:15:16.531> listen.

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So,<00:15:17.434> but<00:15:17.595> if<00:15:17.659> you<00:15:17.756> haven't<00:15:17.998> read<00:15:19.384> Shoe<00:15:19.626> Dog,<00:15:20.087> read<00:15:20.248> it.

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It's<00:15:20.587> such<00:15:20.829> a<00:15:20.893> fascinating<00:15:21.393> book.

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Yeah,<00:15:21.877> Shoe<00:15:22.055> Dog<00:15:22.297> is<00:15:22.442> a<00:15:22.587> great<00:15:23.329> just<00:15:23.652> story<00:15:24.200> of<00:15:24.297> entrepreneurship<00:15:25.103> and<00:15:25.184> how<00:15:25.345> that<00:15:25.813> happened.

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And<00:15:26.458> it<00:15:26.620> feels<00:15:26.781> like<00:15:26.894> Nike's<00:15:27.281> been<00:15:27.378> around<00:15:27.765> for<00:15:28.071> hundreds<00:15:28.410> and<00:15:28.475> hundreds<00:15:28.797> of<00:15:28.878> years<00:15:29.152> and<00:15:29.217> realized<00:15:29.539> it<00:15:29.588> was<00:15:29.684> like<00:15:29.830> the<00:15:29.862> '70s.

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It's<00:15:30.733> like,<00:15:30.975> wow.

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Yeah,<00:15:31.636> it's<00:15:31.910> just<00:15:32.120> crazy.

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Yeah,<00:15:32.910> I<00:15:32.926> can't<00:15:33.168> believe<00:15:33.475> we<00:15:33.636> ran<00:15:33.959> in<00:15:34.055> some<00:15:34.233> of<00:15:34.281> those<00:15:34.459> Nikes<00:15:34.862> that<00:15:35.007> they<00:15:35.104> said<00:15:35.281> were<00:15:35.410> performance<00:15:35.894> shoes<00:15:36.152> back<00:15:36.394> in<00:15:36.539> the<00:15:37.104> '80s.

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No<00:15:38.582> arch<00:15:38.824> support.

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What's<00:15:41.141> the<00:15:41.399> best<00:15:41.705> piece<00:15:42.043> of<00:15:42.204> leadership<00:15:42.703> advice<00:15:43.073> you've<00:15:43.234> ever<00:15:43.475> received?

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Well,<00:15:44.200> I've<00:15:44.296> been<00:15:44.441> fortunate<00:15:45.005> to<00:15:46.207> have<00:15:47.171> some<00:15:47.347> wonderful<00:15:47.653> leaders<00:15:48.070> that<00:15:48.215> I've<00:15:48.552> worked<00:15:48.793> with<00:15:49.179> over<00:15:49.597> time<00:15:50.063> and<00:15:50.481> were<00:15:50.946> also<00:15:51.123> vocal<00:15:51.525> and<00:15:51.686> giving,<00:15:52.087> I<00:15:52.152> guess,<00:15:52.328> is<00:15:52.425> a<00:15:52.489> better<00:15:52.730> word,<00:15:52.955> with<00:15:53.132> their<00:15:53.292> leadership<00:15:53.630> advice.

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I<00:15:54.096> think<00:15:54.256> the<00:15:54.321> most<00:15:54.562> consistent<00:15:55.204> piece<00:15:55.445> that<00:15:55.606> I<00:15:55.702> heard<00:15:56.008> from,<00:15:56.490> from<00:15:56.650> those<00:15:56.827> that<00:15:56.972> I,<00:15:57.534> I<00:15:58.820> valued<00:15:59.093> the<00:15:59.157> input<00:15:59.382> from<00:15:59.543> the<00:15:59.639> most<00:16:00.282> was<00:16:00.442> the<00:16:00.523> power<00:16:00.828> of<00:16:00.908> alignment.

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You<00:16:02.065> know,<00:16:02.210> when<00:16:02.370> you<00:16:02.676> are<00:16:03.399> trying<00:16:03.720> to<00:16:03.800> drive<00:16:04.202> change,<00:16:04.620> especially<00:16:05.182> in<00:16:05.263> an<00:16:05.423> organization,<00:16:06.468> or<00:16:07.191> keep<00:16:08.396> consistent<00:16:08.958> on<00:16:09.038> the<00:16:09.119> path,<00:16:10.485> having<00:16:10.870> everybody<00:16:11.593> aligned<00:16:12.332> and<00:16:12.572> the<00:16:12.716> goal<00:16:13.854> and<00:16:13.998> how<00:16:14.238> we're<00:16:14.415> going<00:16:14.719> to<00:16:14.815> approach<00:16:15.216> the<00:16:15.296> goal,<00:16:15.456> I<00:16:15.536> think,<00:16:15.632> is<00:16:15.777> really,<00:16:16.017> really<00:16:16.273> important.

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Alignment<00:16:17.203> takes<00:16:17.459> time.

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It<00:16:18.725> takes<00:16:19.382> patience.

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And<00:16:20.583> depending<00:16:20.984> on<00:16:21.064> the<00:16:21.128> size<00:16:21.481> of<00:16:21.545> the<00:16:21.625> initiative,<00:16:22.330> the<00:16:22.362> size<00:16:22.666> of<00:16:22.746> the<00:16:22.826> company,<00:16:24.028> you<00:16:24.108> know,<00:16:24.349> will<00:16:24.445> depend<00:16:25.070> on<00:16:25.294> how<00:16:25.534> broad<00:16:25.791> and<00:16:25.935> deep<00:16:26.175> that<00:16:26.271> you<00:16:26.351> try<00:16:26.592> to<00:16:26.672> drive<00:16:27.633> that<00:16:27.809> alignment.

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But<00:16:29.460> sometimes<00:16:29.860> it's<00:16:30.020> just<00:16:30.181> on<00:16:30.277> a<00:16:30.661> small<00:16:30.982> individual<00:16:31.462> decision.

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But<00:16:32.616> I'm<00:16:32.776> a<00:16:32.920> big<00:16:33.081> believer<00:16:33.545> in<00:16:33.577> getting<00:16:33.866> people<00:16:34.106> to<00:16:34.202> breathe<00:16:34.507> on<00:16:34.603> things,<00:16:35.869> whether<00:16:36.029> it's<00:16:36.141> a<00:16:36.205> big<00:16:36.365> decision<00:16:36.734> or<00:16:36.766> a<00:16:36.862> small<00:16:37.166> decision.

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I'm<00:16:38.192> always<00:16:38.400> seeking<00:16:38.993> out<00:16:39.153> other<00:16:39.329> people's<00:16:39.634> opinion<00:16:40.275> to<00:16:40.451> either<00:16:41.237> you<00:16:41.334> know,<00:16:41.655> shoot<00:16:41.896> my<00:16:41.976> idea<00:16:42.394> down,<00:16:43.326> validate<00:16:43.727> my<00:16:43.888> idea,<00:16:44.627> but<00:16:44.771> more<00:16:44.884> importantly,<00:16:45.591> help<00:16:45.896> them,<00:16:46.779> you<00:16:46.812> know,<00:16:47.020> have<00:16:47.261> ownership<00:16:47.615> in<00:16:47.679> the<00:16:47.824> idea,<00:16:48.466> right?

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I,<00:16:49.767> I<00:16:49.784> was<00:16:49.912> given<00:16:50.073> the<00:16:50.153> opportunity,<00:16:51.197> one<00:16:51.294> of<00:16:51.326> the<00:16:51.438> agencies<00:16:51.759> that<00:16:51.856> I<00:16:52.000> worked<00:16:52.177> for<00:16:52.418> before<00:16:52.739> this,<00:16:53.045> this<00:16:53.221> job,<00:16:54.089> we<00:16:54.185> had<00:16:54.249> acquired<00:16:54.603> another<00:16:54.908> agency<00:16:55.470> and<00:16:55.535> I<00:16:55.615> was<00:16:55.711> given<00:16:55.856> an<00:16:55.936> opportunity<00:16:56.338> to<00:16:56.418> run<00:16:56.595> this,<00:16:56.836> this<00:16:57.061> agency.

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And,<00:16:57.960> you<00:16:57.992> know,<00:16:58.057> it<00:16:58.089> was<00:16:58.185> a<00:16:58.346> really<00:16:58.523> solid<00:16:58.844> agency,<00:16:59.808> been<00:16:59.904> around<00:17:00.129> for<00:17:00.450> 25<00:17:00.932> years<00:17:01.173> at<00:17:01.254> that<00:17:01.398> time,<00:17:01.800> really<00:17:01.976> strong<00:17:02.362> EBITDA,<00:17:03.181> nothing<00:17:03.503> wrong<00:17:03.808> with<00:17:03.920> it.

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But<00:17:05.093> the,<00:17:06.073> the<00:17:06.234> parent<00:17:06.539> group<00:17:06.716> wanted<00:17:06.908> to<00:17:06.940> say,<00:17:07.133> it<00:17:07.197> said<00:17:07.503> it's<00:17:07.663> not<00:17:07.824> growing.

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And<00:17:08.642> we'd<00:17:08.786> like<00:17:08.979> to<00:17:09.059> see<00:17:09.267> it<00:17:09.363> grow.

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And<00:17:09.908> so,<00:17:10.164> go<00:17:10.324> in<00:17:10.405> there<00:17:10.501> and<00:17:10.629> shake<00:17:10.869> things<00:17:11.110> up.

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And,<00:17:11.911> you<00:17:12.007> know,<00:17:12.247> we<00:17:12.343> know<00:17:12.504> how<00:17:12.808> that<00:17:12.968> movie<00:17:13.209> tends<00:17:13.481> to<00:17:13.673> end,<00:17:13.850> right?

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Where<00:17:14.250> it's<00:17:14.394> like,<00:17:14.571> "Ah,<00:17:14.651> the<00:17:14.747> change<00:17:15.019> agent's<00:17:15.388> coming<00:17:15.676> in."<00:17:16.237> And,<00:17:17.038> but,<00:17:17.695> you<00:17:17.791> know,<00:17:17.935> I<00:17:18.015> followed<00:17:18.416> the<00:17:18.496> book,<00:17:19.057> Clint.

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I<00:17:19.393> mean,<00:17:19.618> it<00:17:19.778> was,<00:17:20.114> all<00:17:20.211> right,<00:17:20.499> I<00:17:20.563> met<00:17:20.723> with<00:17:20.819> everybody<00:17:21.204> in<00:17:21.236> the<00:17:21.364> organization.

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It<00:17:22.005> was<00:17:22.101> 75<00:17:22.662> people.

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So,<00:17:23.143> that<00:17:23.784> was<00:17:23.944> an<00:17:24.088> insurmountable<00:17:24.729> feat.

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And<00:17:26.491> I<00:17:26.507> started<00:17:26.764> to<00:17:26.828> look<00:17:26.988> for<00:17:27.148> themes<00:17:27.933> and<00:17:28.206> themes<00:17:28.590> began<00:17:28.895> to<00:17:29.311> rise.

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We<00:17:29.792> took<00:17:30.016> a<00:17:30.257> representative<00:17:30.834> group<00:17:31.058> of<00:17:31.090> that<00:17:31.491> team<00:17:32.019> offsite,<00:17:32.660> all<00:17:32.756> levels<00:17:32.997> within<00:17:33.237> the<00:17:33.381> organization,<00:17:34.823> put<00:17:34.967> together<00:17:35.256> a<00:17:35.320> plan,<00:17:36.682> milestones,<00:17:37.324> dates,<00:17:37.726> responsibilities,<00:17:38.624> you<00:17:38.705> know,<00:17:38.849> white<00:17:39.026> stickies<00:17:39.475> all<00:17:39.555> over<00:17:39.732> the<00:17:39.812> board.

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Came<00:17:40.454> back<00:17:40.679> to<00:17:40.759> the<00:17:40.919> office,<00:17:41.337> laid<00:17:41.561> it<00:17:41.722> all<00:17:41.882> out<00:17:42.380> on<00:17:42.460> this<00:17:42.701> wall<00:17:42.958> of<00:17:43.086> cubicles<00:17:43.583> in<00:17:43.648> the<00:17:43.680> middle<00:17:43.904> of<00:17:43.985> the<00:17:44.129> office<00:17:44.530> so<00:17:44.611> that<00:17:44.707> everybody<00:17:45.188> could<00:17:45.493> be,<00:17:45.654> okay,<00:17:45.911> here's<00:17:46.135> where<00:17:46.296> we're<00:17:46.392> going.

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Oh,<00:17:46.954> that<00:17:47.098> was<00:17:47.195> an<00:17:47.275> idea<00:17:47.596> that<00:17:47.740> I<00:17:47.756> had.

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Oh,<00:17:48.174> my<00:17:48.334> name's<00:17:48.703> over<00:17:48.880> here.

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And<00:17:49.827> then<00:17:49.987> we<00:17:50.019> started<00:17:50.324> to<00:17:50.404> implement<00:17:50.806> the<00:17:50.870> plan.

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And<00:17:51.993> I<00:17:52.411> remember<00:17:52.667> somebody<00:17:53.036> coming<00:17:53.293> up<00:17:53.454> to<00:17:53.550> me<00:17:53.662> and<00:17:53.759> he<00:17:53.791> said,<00:17:54.176> oh,<00:17:54.320> you<00:17:54.401> were<00:17:54.481> serious.

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And<00:17:55.123> I<00:17:55.155> said,<00:17:55.765> well,<00:17:56.262> I<00:17:56.503> thought<00:17:56.728> you<00:17:56.808> guys<00:17:57.049> were<00:17:57.129> serious.

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You<00:17:57.787> know,<00:17:57.883> this<00:17:58.108> isn't<00:17:58.349> my<00:17:58.509> plan.

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This<00:17:58.894> is<00:17:59.151> our<00:17:59.312> plan.

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This<00:17:59.809> is<00:17:59.857> your<00:18:00.098> plan.

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That's<00:18:01.318> your<00:18:01.864> idea<00:18:02.184> that's<00:18:02.361> up<00:18:02.505> there.

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And<00:18:03.228> what<00:18:03.324> I<00:18:03.468> realized<00:18:03.789> pretty<00:18:03.966> quickly<00:18:04.287> is<00:18:04.367> I<00:18:04.431> didn't<00:18:04.592> have<00:18:04.768> the<00:18:04.849> alignment<00:18:05.234> that<00:18:05.330> I<00:18:05.346> thought<00:18:05.571> I<00:18:05.651> had.

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And<00:18:06.855> we<00:18:06.951> had<00:18:07.095> some<00:18:07.256> people<00:18:07.577> that<00:18:07.721> opted<00:18:07.978> out.

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We<00:18:09.181> had<00:18:09.358> some<00:18:09.567> clients<00:18:10.128> along<00:18:10.369> the<00:18:10.449> way<00:18:10.626> that<00:18:10.786> we<00:18:10.931> lost.

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But<00:18:12.792> 2<00:18:13.097> years<00:18:13.418> into<00:18:13.819> it,<00:18:15.119> we<00:18:15.199> began<00:18:15.456> to<00:18:15.520> see<00:18:15.745> some<00:18:15.905> traction.

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We<00:18:17.044> brought<00:18:17.269> some<00:18:17.381> new<00:18:17.526> team<00:18:17.718> members<00:18:18.071> in<00:18:18.473> and<00:18:18.569> our<00:18:18.970> goal<00:18:19.275> was—<00:18:19.628> this<00:18:19.997> was<00:18:20.125> more<00:18:20.575> of<00:18:20.671> a<00:18:20.799> regional-based<00:18:22.163> agency.

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We<00:18:22.805> wanted<00:18:23.046> a<00:18:23.062> big<00:18:23.223> national<00:18:23.608> account.

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We<00:18:24.009> ended<00:18:24.185> up<00:18:24.266> winning<00:18:24.907> a<00:18:24.988> global<00:18:25.389> brand<00:18:25.710> campaign<00:18:26.255> assignment,<00:18:26.817> AOR,<00:18:27.700> for<00:18:28.021> a<00:18:28.518> brand<00:18:28.839> in<00:18:28.919> the<00:18:29.320> health<00:18:29.497> and<00:18:29.577> beauty<00:18:29.786> space.

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And<00:18:30.845> but<00:18:30.989> it<00:18:31.069> took<00:18:31.230> us<00:18:31.326> 2<00:18:31.471> and<00:18:31.519> a<00:18:31.535> half<00:18:31.727> years.

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And<00:18:32.273> so<00:18:33.653> So,<00:18:33.974> I<00:18:34.038> think<00:18:34.199> along<00:18:34.536> the<00:18:34.616> way,<00:18:34.937> I<00:18:35.403> learned<00:18:35.901> just<00:18:36.286> validate<00:18:36.783> the<00:18:36.928> alignment<00:18:37.410> you<00:18:37.570> think<00:18:37.747> you<00:18:37.827> have.

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If<00:18:38.694> you<00:18:38.774> don't<00:18:38.951> have<00:18:39.191> it,<00:18:39.336> go<00:18:39.496> get<00:18:39.673> it.

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If<00:18:40.299> there's<00:18:40.861> people<00:18:41.118> on<00:18:41.198> the<00:18:41.278> team<00:18:41.599> that<00:18:41.920> can't<00:18:42.225> get<00:18:42.402> there,<00:18:42.627> then,<00:18:42.964> okay,<00:18:43.205> then<00:18:43.526> we<00:18:43.670> need<00:18:43.879> to—<00:18:44.248> and<00:18:44.473> you<00:18:44.505> still<00:18:44.746> believe<00:18:44.986> in<00:18:45.051> the<00:18:45.115> plan,<00:18:45.709> then<00:18:45.853> they've<00:18:45.998> got<00:18:46.254> to<00:18:46.399> move<00:18:46.495> along.

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So,<00:18:47.699> but<00:18:48.004> again,<00:18:48.422> every<00:18:48.598> success<00:18:49.144> I've<00:18:49.465> seen,<00:18:51.616> there's<00:18:51.857> been<00:18:51.953> alignment.

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Any<00:18:53.398> enduring<00:18:53.960> success,<00:18:54.441> sustainable<00:18:55.148> success,<00:18:55.966> and<00:18:56.063> any<00:18:56.207> failure<00:18:56.625> somewhere<00:18:56.994> along<00:18:57.170> the<00:18:57.251> way,<00:18:57.973> alignment<00:18:58.310> wasn't<00:18:58.599> there.

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Yeah,<00:18:59.337> that<00:18:59.514> is<00:18:59.723> really<00:18:59.915> interesting.

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I<00:19:00.926> wonder<00:19:01.423> what<00:19:01.663> the<00:19:02.048> overall<00:19:02.384> sentiment<00:19:02.945> of<00:19:03.089> your<00:19:03.169> membership<00:19:03.730> is<00:19:03.907> and<00:19:04.323> of<00:19:04.532> you<00:19:04.788> going<00:19:05.044> into<00:19:05.189> 2024.

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There's<00:19:06.006> a<00:19:06.054> lot<00:19:06.150> of<00:19:06.230> uncertainty<00:19:06.775> going<00:19:06.951> into<00:19:07.112> 2025.

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There's<00:19:07.897> still,<00:19:08.297> you<00:19:08.329> know,<00:19:09.275> insane<00:19:09.595> amount<00:19:09.772> of<00:19:09.852> uncertainty.

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Some<00:19:11.118> things<00:19:11.342> aren't<00:19:11.518> as<00:19:11.614> uncertain<00:19:12.015> maybe<00:19:12.720> as<00:19:12.880> they<00:19:13.041> were.

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How<00:19:14.002> are<00:19:14.146> you<00:19:14.242> thinking<00:19:14.563> about<00:19:14.867> 2025<00:19:15.685> versus<00:19:16.165> 2024?

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And<00:19:17.367> what<00:19:17.463> do<00:19:17.495> you<00:19:17.608> think<00:19:17.832> the<00:19:17.928> overall<00:19:18.473> outlook<00:19:18.890> for<00:19:19.450> the<00:19:19.611> industry<00:19:20.091> is?

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Yeah,<00:19:21.037> I,<00:19:21.694> in<00:19:21.774> talking<00:19:22.159> to,<00:19:22.575> you<00:19:22.655> know,<00:19:22.719> I<00:19:22.816> talk<00:19:23.040> to<00:19:23.088> our<00:19:23.216> agencies<00:19:23.777> around<00:19:23.953> the<00:19:24.017> world,<00:19:24.418> globe,<00:19:24.803> every,<00:19:25.235> every<00:19:25.460> day.

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There<00:19:27.110> is<00:19:27.330> a<00:19:27.570> high<00:19:27.790> degree<00:19:28.010> of<00:19:28.150> optimism.

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Um,<00:19:29.450> you<00:19:29.650> know,<00:19:29.990> I<00:19:30.070> think<00:19:30.270> that<00:19:30.510> last<00:19:30.670> year<00:19:31.170> we<00:19:31.410> were<00:19:31.570> joking,<00:19:31.950> somebody<00:19:32.210> said<00:19:32.550> that,<00:19:32.850> um,<00:19:33.970> if<00:19:34.350> we<00:19:34.470> looked<00:19:34.610> at<00:19:34.850> revenue<00:19:35.190> for<00:19:35.650> last<00:19:35.890> year,<00:19:36.170> that,<00:19:36.350> uh,<00:19:36.810> flat<00:19:36.890> was<00:19:37.090> the<00:19:37.250> new<00:19:37.510> up,<00:19:38.030> right?

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If<00:19:38.370> we<00:19:38.470> just<00:19:38.750> were<00:19:38.990> able<00:19:39.130> to<00:19:39.330> cycle<00:19:39.590> 2023,<00:19:40.310> which<00:19:40.390> was<00:19:40.530> a<00:19:40.610> good<00:19:40.710> year,<00:19:41.030> uh,<00:19:41.490> for<00:19:41.530> most<00:19:41.690> of<00:19:41.810> our<00:19:41.930> agencies,<00:19:42.270> that<00:19:42.450> they<00:19:42.550> were<00:19:42.709> going<00:19:42.750> to<00:19:42.810> be<00:19:42.950> happy.

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Um,<00:19:43.950> and<00:19:44.130> some<00:19:44.270> had<00:19:44.390> some<00:19:44.550> challenging<00:19:44.890> years<00:19:45.110> last<00:19:45.330> year<00:19:45.510> depending<00:19:45.710> on<00:19:45.910> the<00:19:46.050> category<00:19:46.450> they<00:19:46.590> may<00:19:46.770> have<00:19:46.910> focused<00:19:47.150> more<00:19:47.410> on.

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But<00:19:47.790> I<00:19:48.130> can<00:19:48.290> say<00:19:48.490> across<00:19:48.830> the<00:19:49.050> board<00:19:49.230> there's<00:19:49.390> a<00:19:49.510> level<00:19:49.690> of<00:19:49.910> optimism.

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Um,<00:19:50.970> there's<00:19:51.130> a<00:19:51.270> couple<00:19:51.410> of<00:19:51.550> markets,<00:19:51.930> um,<00:19:52.410> that<00:19:52.590> are,<00:19:52.950> um,<00:19:53.490> a<00:19:53.670> little<00:19:53.830> challenged<00:19:54.230> right<00:19:54.510> now,<00:19:54.670> the<00:19:54.830> UK<00:19:55.010> being<00:19:55.290> one<00:19:55.510> of<00:19:55.610> them.

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Uh,<00:19:56.350> so<00:19:56.450> if<00:19:56.530> I<00:19:56.610> look<00:19:56.630> at<00:19:56.650> on<00:19:56.670> a<00:19:56.690> global<00:19:56.710> view,<00:19:56.730> but<00:19:56.750> if<00:19:56.770> I<00:19:56.790> look<00:19:56.810> at<00:19:56.830> the<00:19:56.850> US<00:19:58.530> specifically,<00:19:59.830> high<00:20:00.007> degree<00:20:00.231> of<00:20:00.312> optimism.

00:20:00.954 --> 00:20:07.569
And<00:20:01.291> the<00:20:01.388> number<00:20:02.399> of<00:20:02.881> briefs<00:20:03.523> that<00:20:03.635> are<00:20:03.700> coming<00:20:04.021> through<00:20:04.181> and<00:20:04.342> pitches<00:20:04.647> that<00:20:04.759> are<00:20:04.824> coming<00:20:05.129> in<00:20:05.225> very<00:20:05.723> early<00:20:06.092> on<00:20:06.269> is<00:20:06.911> a<00:20:06.991> good<00:20:07.136> signal.

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I<00:20:07.730> think<00:20:07.939> many<00:20:08.179> clients<00:20:08.597> were<00:20:08.677> holding<00:20:09.062> back<00:20:09.657> towards<00:20:10.106> Q4<00:20:10.588> for<00:20:11.230> a<00:20:11.326> variety<00:20:12.049> of<00:20:12.145> reasons.

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But,<00:20:13.558> you<00:20:13.590> know,<00:20:13.895> once<00:20:14.056> we<00:20:14.200> hit<00:20:14.297> 25,<00:20:15.260> the<00:20:15.340> race<00:20:15.597> is<00:20:15.726> on.

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I<00:20:16.143> think<00:20:16.320> it's<00:20:16.448> also<00:20:16.609> going<00:20:16.737> to<00:20:16.786> be<00:20:16.930> really<00:20:17.107> dependent<00:20:17.813> on<00:20:17.910> some<00:20:18.134> categories<00:20:18.616> that<00:20:18.728> are<00:20:18.777> going<00:20:18.873> to<00:20:18.953> be<00:20:19.033> impacted<00:20:19.579> by,<00:20:20.141> you<00:20:20.238> know,<00:20:20.703> a<00:20:20.719> variety<00:20:21.008> of<00:20:21.040> different<00:20:21.346> factors<00:20:21.683> going<00:20:21.924> on<00:20:22.020> around<00:20:22.325> us.

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But<00:20:23.288> I<00:20:23.304> think<00:20:23.610> overall<00:20:24.268> spending<00:20:25.135> globally<00:20:25.681> is<00:20:25.857> looking<00:20:26.098> to<00:20:26.195> be<00:20:26.403> up.

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Highest<00:20:28.105> point.

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I<00:20:28.587> think<00:20:28.747> digital<00:20:29.036> is<00:20:29.149> now<00:20:29.454> looking<00:20:29.711> at<00:20:29.791> being<00:20:29.951> almost<00:20:30.192> 80%<00:20:30.674> of<00:20:30.738> the<00:20:30.818> spend.

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So<00:20:32.600> everybody's<00:20:33.002> very,<00:20:33.242> very<00:20:33.483> bullish<00:20:33.804> and<00:20:33.885> optimistic.

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And<00:20:36.052> yeah,<00:20:36.277> we'll<00:20:36.646> see<00:20:36.855> how<00:20:36.999> things,<00:20:37.738> how<00:20:37.898> things<00:20:38.139> play<00:20:38.364> out.

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Finally,<00:20:39.423> we<00:20:39.648> end<00:20:39.825> every<00:20:39.985> interview<00:20:40.242> with<00:20:40.386> the<00:20:40.467> same<00:20:40.708> question,<00:20:41.350> and<00:20:41.494> that<00:20:41.671> is<00:20:41.831> at<00:20:41.912> CEO.com,<00:20:42.875> we<00:20:43.035> believe<00:20:43.276> the<00:20:43.421> chances<00:20:43.902> one<00:20:44.223> gives<00:20:44.898> is<00:20:45.026> just<00:20:45.283> as<00:20:45.347> important<00:20:45.604> as<00:20:45.749> the<00:20:45.829> chances<00:20:46.246> one<00:20:46.407> takes.

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When<00:20:47.193> you<00:20:47.370> hear<00:20:47.595> that,<00:20:47.836> who<00:20:47.932> gave<00:20:48.173> you<00:20:48.269> a<00:20:48.333> chance<00:20:48.654> to<00:20:48.751> get<00:20:48.959> you<00:20:49.056> to<00:20:49.136> where<00:20:49.361> you<00:20:49.537> are<00:20:49.682> today?

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Oh,<00:20:50.420> wow.

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This<00:20:51.319> is<00:20:51.801> such<00:20:52.122> a<00:20:52.186> fabulous<00:20:52.572> question.

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And<00:20:53.953> You<00:20:54.034> know,<00:20:54.276> I've<00:20:54.357> been<00:20:54.502> doing<00:20:54.744> this<00:20:55.729> where<00:20:55.793> there's<00:20:55.987> a<00:20:56.116> lot<00:20:56.294> of<00:20:56.374> people.

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I<00:20:57.343> think<00:20:57.972> I<00:20:57.989> would<00:20:58.150> first<00:20:58.537> say<00:20:59.280> Travis<00:20:59.845> Irwin,<00:21:00.329> who<00:21:00.426> gave<00:21:00.587> me<00:21:00.733> my<00:21:00.813> first<00:21:01.136> job<00:21:01.378> in<00:21:01.443> the<00:21:01.540> beer<00:21:01.701> business<00:21:02.024> driving<00:21:02.331> a<00:21:02.347> keg<00:21:02.589> truck<00:21:03.224> and<00:21:03.471> then<00:21:03.569> gave<00:21:03.668> me<00:21:03.799> my<00:21:03.898> second<00:21:04.227> job<00:21:04.473> in<00:21:04.539> the<00:21:04.637> beer<00:21:04.802> business.

00:21:06.638 --> 00:21:16.312
Ron<00:21:06.897> Askew<00:21:07.623> and<00:21:08.107> Mark<00:21:08.349> Lampersky,<00:21:09.172> CEO<00:21:09.560> and<00:21:09.705> president<00:21:10.044> of<00:21:10.124> the<00:21:10.205> agency<00:21:10.528> that<00:21:10.689> moved<00:21:10.851> me<00:21:11.012> here<00:21:11.093> to<00:21:11.174> Colorado<00:21:11.658> where<00:21:11.819> I<00:21:11.964> live<00:21:12.949> to<00:21:13.094> work<00:21:13.255> on<00:21:13.288> the<00:21:13.417> Coors<00:21:13.675> account<00:21:14.079> and<00:21:14.159> gave<00:21:14.321> me<00:21:14.401> my<00:21:14.563> first<00:21:15.273> kind<00:21:15.370> of<00:21:15.580> general<00:21:15.824> management<00:21:16.100> role.

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And<00:21:17.061> then<00:21:17.240> lastly,<00:21:17.744> Mary<00:21:18.054> Farrell,<00:21:18.607> who<00:21:19.356> was<00:21:19.519> on<00:21:19.600> the<00:21:19.682> board<00:21:19.861> of<00:21:19.926> directors<00:21:20.398> here<00:21:20.512> at<00:21:20.658> Worldwide<00:21:20.984> Partners.

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She<00:21:21.921> was<00:21:22.017> actually<00:21:23.463> on<00:21:23.544> the<00:21:23.624> selection<00:21:23.962> committee<00:21:24.267> for<00:21:24.604> my<00:21:24.765> position,<00:21:25.183> and<00:21:25.247> she<00:21:25.408> was<00:21:25.504> the<00:21:25.649> interim<00:21:25.890> CEO<00:21:27.159> while<00:21:27.272> they<00:21:27.416> were<00:21:27.496> filling<00:21:27.818> my<00:21:27.898> position.

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And<00:21:29.103> Mary<00:21:29.489> was<00:21:29.907> so<00:21:30.308> gracious,<00:21:30.790> not<00:21:30.935> only<00:21:31.112> with<00:21:31.256> her<00:21:31.353> time,<00:21:31.674> but<00:21:31.755> just<00:21:31.915> with<00:21:32.076> her<00:21:32.221> counsel<00:21:32.783> in<00:21:33.201> helping<00:21:33.458> me<00:21:33.602> navigate<00:21:34.309> and<00:21:34.406> understanding<00:21:35.129> the<00:21:35.852> dynamics<00:21:36.414> of<00:21:36.495> a<00:21:36.559> global<00:21:36.832> organization<00:21:38.407> and<00:21:38.969> really<00:21:39.532> kind<00:21:40.014> of<00:21:40.753> held<00:21:40.913> my<00:21:41.074> hand<00:21:42.279> along<00:21:42.584> this<00:21:42.761> and<00:21:42.922> wanted<00:21:43.099> to<00:21:43.163> make<00:21:43.324> sure<00:21:43.549> I<00:21:43.613> was<00:21:43.725> set<00:21:43.886> up<00:21:43.966> for<00:21:44.111> success.

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So<00:21:45.171> all<00:21:45.332> of<00:21:45.412> them,<00:21:45.798> and<00:21:45.878> I<00:21:45.911> talk<00:21:46.136> to<00:21:46.280> all<00:21:46.377> of<00:21:46.409> them<00:21:46.537> still.

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Today.

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So<00:21:49.010> that's<00:21:49.250> awesome.

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John,<00:21:50.149> thank<00:21:50.325> you<00:21:50.390> so<00:21:50.566> much<00:21:50.951> for<00:21:51.031> everything<00:21:51.352> you<00:21:51.433> do.

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And<00:21:52.556> what<00:21:52.700> an<00:21:52.780> incredible<00:21:53.117> organization<00:21:53.743> World<00:21:53.904> Wide<00:21:54.080> Partners<00:21:54.481> is,<00:21:54.979> and<00:21:55.444> no<00:21:55.685> small<00:21:55.925> part<00:21:56.166> thanks<00:21:56.407> to<00:21:56.455> your<00:21:56.567> leadership.

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So<00:21:57.289> thank<00:21:57.450> you<00:21:57.514> so<00:21:57.626> much<00:21:57.851> for<00:21:57.947> that.

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And<00:21:58.958> great<00:21:59.134> to<00:21:59.231> have<00:21:59.359> you<00:21:59.519> on.

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That<00:21:59.872> was,<00:22:00.081> that<00:22:00.145> was<00:22:00.274> a<00:22:00.338> great<00:22:00.498> conversation.

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Thank<00:22:01.686> you.

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I<00:22:01.926> really<00:22:02.167> appreciate<00:22:02.424> it.

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And<00:22:02.584> thank<00:22:02.729> you<00:22:02.809> for<00:22:02.969> all<00:22:03.065> you're<00:22:03.210> doing<00:22:03.386> with<00:22:03.483> CEO.com.

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Thanks,<00:22:04.606> my<00:22:04.750> friend.