Today’s guest is Mojo Supermarket’s President, Armando Turco – talking about reinventing his passion for agency life.

After a standout career at BBH, a transformative spell at Vox Media, and a client-side role in the disruptive world of Oatly, Armando swore he’d never go back to agency life. But as you’ll hear, never say ‘never’.

He shares how working client-side changed his entire perspective on what agencies get wrong – and what they can get right. From embracing experimentation to staying close to the work, he explains why you don’t have to trade creativity for control.

He also unpacks the power of optimism and how leaders can ignite your passion, no matter how experienced you are.

HIGHLIGHTS:

[01:48] Leaving the agency world

[06:20] Imposter syndrome as a growth driver

[09:50] Finding freedom at Oatly

[15:45] The lure of optimism

[20:30] Staying close to the work

[23:56] A game-changer for pitching

[28:55] What creates credibility

[34:20] Embracing your client's business

[35:20] The impact of knowing your role

MORE ABOUT ARMANDO:

LinkedIn: linkedin.com/in/armandoturco

Instagram: instagram.com/mojosupermarket

HOST SOCIALS:

LinkedIn: linkedin.com/in/robinbonn

Twitter: twitter.com/robonn

MORE ABOUT CO:DEFINERY:

codefinery.com

Mentioned in this episode:

Market of One - How Your Agency Can Rewrite the Rules and Create a Lasting Competitive Advantage - A book by Robin Bonn

 If you are a fan of this podcast, then you'll love my new book Market of One, how Your Agency can rewrite the Rules and create a lasting competitive advantage. Sharing my experience, repositioning close to 150 agencies over the last decade. Key Highlights: - Insights from repositioning 150+ agencies - Expert contributions from industry leaders Greg Hahn, Rory Sutherland, and Nils Leonard - Strategies for deeper differentiation and increased profitability Learn how to stand out, win more business, and command premium rates. Don't miss this opportunity! Visit marketofone.agency now and unlock your agency's potential.

Market Of One Landing Page

To celebrate the launch of Robin’s book, Market of One, this special episode features a Freaky Friday-style role reversal, with IPA Director of Effectiveness Laurence Green in the interviewer’s chair and Robin answering the questions.

Unpacking the exhausting ‘Big Grind’ that many leaders feel, Robin unpacks how agencies can break out of so-called ‘oversupply’ and build a more profitable and fulfilling model.

He and Laurence also explore how AI is dramatically accelerating the need for agencies to raise the bar on what ‘differentiation’ means. There’s also time for Robin to provide real-time feedback on Laurence’s own agencies, prior to his role with the IPA. No pressure.

HIGHLIGHTS:

[03:06] Why ‘Market of One’ and why now

[11:38] Why ‘oversupply’ is a lie

[21:26] Where lasting competitive advantage comes from

[24:59] Happy leader, happy agency

[31:36] What agencies get wrong about ‘specialization’

[39:24] From strapline superficiality to lasting change

[42:42] How differentiated was Laurence’s own agency?

MORE ABOUT LAURENCE:

LinkedIn: linkedin.com/in/laurence-green

Website: ipa.co.uk

MENTIONED IN THIS EPISODE:

Robin’s book: Market of One

HOST SOCIALS:

Linkedin: linkedin.com/in/robinbonn

Twitter: twitter.com/robonn

MORE ABOUT CO:DEFINERY:

codefinery.com

Today’s guest is Maureen Falvey. Formerly a senior exec at Grey, Saatchis and McGarryBowen, she’s now a professional coach and trainer.

Maureen explores how a coaching mindset isn’t just a personal development tool – it’s a cultural and commercial unlock for modern agencies.

She dives into why coaching is all about asking, not telling, and how that shift helps agency leaders unlearn old habits, show up with greater confidence and create healthier relationships – with both teams and clients.

Maureen also shares practical advice for agency leaders struggling with client boundaries, pitching pressures and over-servicing. From improving how you sell, to reshaping team culture, she offers plenty of insights to help you rise above the chaos and lead with purpose.

HIGHLIGHTS:

[02:39] From adland to coaching

[05:31] Staying curiosity

[09:19] Guiding not giving

[13:22] When to coach vs when to mentor

[15:44] Owning your flaws

[18:09] Creativity thrives when perfection dies

[21:04] How coaching makes for better selling

[26:59] Building real partnerships

[31:50] Owning your choices

MORE ABOUT MAUREEN:

LinkedIn: linkedin.com/in/maureen-falvey

Website: mfalveycoaching.com

MENTIONED IN THIS EPISODE:

Project Spring: wfanet.org/leadership/project-spring

HOST SOCIALS:

Linkedin: linkedin.com/in/robinbonn

Twitter: twitter.com/robonn

MORE ABOUT CO:DEFINERY:

codefinery.com

marketofone.agency