What’s your backstory — how did you end up starting (or joining) an agency?

I joined the Model B Board first, then, 18 months later, in January of 2023, I became President. I've spent most of my 30+ year career in agencies like Ogilvy, Arnold, and Hal Riney & Partners.

‍

What was your first entrepreneurial moment as a kid or teen?

When I was 13, I bought my first motorboat. A neighbor had a 16' Starcraft with a 70HP Johnson outboard that they didn't use anymore, so I offered to mow their lawn all summer in exchange for the boat.

‍

What’s a belief you’ve changed your mind about in the last 3 years?

That any politicians care about their constituents, even a little. I'd vote for any politician who actually committed to representing the interests of voters.

‍

When do you feel most energized at work?

When I crack a brief. When we sell great work. When we win a new client. When it's Friday afternoon.

‍

What’s a day in your life really look like (no filters)?

Perhaps my favorite thing about the agency business is that no two days are alike. My days are a mix of new business development, client collaboration, team time, engagement with our Partner Collective members, and a sizable dash of who-the-hell-knows-what.

‍

What’s a personal ritual or habit you credit for your success?

Be insanely curious about human nature, as it's where the most magical insights for compelling work are hiding.

‍

What’s one mistake you made early on that taught you something lasting?

I was told early on that the client is always right. Wrong. The client is always right to ask for things, but we owe it to them to ask great questions to make sure we're truly helping, and not just doing what we're told.

‍

What do you do to recharge outside of work?

I have a dominant H2O gene, so time on the water is where I recenter.  And it's a bonus when it's with family.

‍

What makes your agency different from others in your space?

We're a global marketing consultancy. We start with a management consulting approach to understand how the client makes money. Then, and only then, do we map out what marketing efforts they should discontinue, build upon, and add as part of a test and learn initiative. To execute with zero friction and maximum precision, we tap the talent in our Partner Collective. This 60+ group of vetted and contractually aligned agencies brings the work to life, delivering an outsized impact.

‍

What’s a principle or value your agency lives by?

We push all clients to make a positive dent in the universe. Together, let's obsess about doing good work that helps them do well financially, while delivering incredible value to whomever they serve.

‍

How do you hire? What do you look for in people?

We look for people who are insanely curious, smart (duh), and have unique personalities. Pair a healthy culture with these three key ingredients, and you've got a winning formula.

‍

How do you foster creative thinking on your team?

Hire great people and get out of their way. Arm them with the tools and time to do the best work of their lives.

‍

What trend in marketing/advertising do you think is overhyped?

Friggin AI of everything. Enough already.

‍

What’s a trend you’re betting on long-term?

The power of sharp ideas will remain the highest value currency in the business.

‍

What advice would you give to someone starting an agency today?

Embrace an open talent model, and arm yourself with access to precise talent (the right hearts and minds for every need). Make every effort to remove all points of friction from every aspect of your work process.

‍

How do you approach pricing — any rules you live by?

Charge as much as the business will bear, and deliver an outsized value so it is never questioned. Never charge by the hour, or you become a widget.

‍

How do you prioritize growth vs. sustainability?

Agree with clients on what success looks like and how together you'll make it happen. Then do it. Document it. Success begets success.

‍

Who’s one founder or operator you really admire — and why?

Mischief. Their culture, vibe, and business model are killing it.

‍

What’s one resource (book, podcast, etc.) that changed how you work?

"Open Talent" by John Winsor and Jin Paik.

‍

Remote, hybrid, or in-office — what’s your ideal setup and why?

We're remote, but all three approaches can be great. What makes agencies great is the culture and belief system around how great work happens. It has nothing to do with remote, hybrid, or in-office.

‍

What is your most controversial or unpopular belief?

It's exhausting hearing about agencies killing themselves over defining truly unique positioning. Have a distinct culture and commitment to doing work that works. Stop thinking some fancy tagline or obscure positioning statement is going to make you famous.

‍

What’s one thing you wish clients understood better about agency work?

Working together very closely is the only way to maximize the impact of marketing.

‍

What’s your favorite thing about being in this industry?

The pace of change and diversity of challenges we get to tackle is what keeps it interesting every single day (some a bit more 'interesting' than I'd like, to be fair).

‍

What is one (1) fact or statistic about your industry that most people don't know?

Competition is nutty. The total number of advertising agencies in the US is estimated to be 101,239 in 2025.