Why Agency Leaders Are Craving Community ft. Jessica Henrichs, Ross Martin & Chioma Aduba

Leaders don't need to pretend to have every single answer. And as leaders, our job is really to build organizations that can adapt, that can give people confidence through change, and really create belief in where we're all headed together. Hi everyone and welcome to the Marketing Vanguard podcast. I'm Jenny Rooney with AdWeek and I am thrilled today to be doing a special episode of the podcast where we are spotlighting our newest membership program, Agencies Vanguard. Uh I could not be more excited to have with me today three of our incredible founding members. Um we have about 20 founding members and I am thrilled to be joined by Jessica Henrik. is the CEO of donor pole partners, Chioma Aduba, president of Droba 5, and Ross Martin, president of Known. Welcome all three of you. >> Thank you. Good morning. >> Good morning. So, it's great to have you here. What I'm excited about is we're going to talk about this program um and and really why you all are a part of it. I know we were together for what was essentially our launch event in CAN um just a couple weeks ago and we made the um live announcement that membership in the agency's Vanguard program um uh was was live. Uh this was exciting for us because we as AdWeek have been developing our Vanguard programs over the last handful of years um really to be programs that exist to serve uh the exe the executive cohorts within the broader AdWeek universe. And of course for those of you who listen to the podcast regularly, you know that I typically interview CMOs on this podcast. We have a lot of CMOs who are part of our marketing Vanguard program. But we also know that because we're ADE agency executives who comprise arguably the if not the more important an equally important component of the broader advertising, marketing, media landscape needed to be addressed, needed to have a program developed just for them um in the same way that brandside CMOs um have had a program developed for them. And that's why we knew that bringing agencies Vanguard to life in a really dedicated and intentional way uh was going to be something that was important for us certainly as a brand and as um you know a media entity in this in this environment. Um but we also know that this hopefully is something that's incredibly important to those who participate. And so again, GMA, Jess, and Ross, thank you for raising your hand and saying you would be founding members of this. Um let's just start there. Um you know when I um and my team first came to you know we did it based on a lot of our own research around what agency leaders need now um and wanted to stand up a program that and any good brand marketer knows this relevance is key. So we started with you. Um so why don't you tell us a little bit about what you think agency leaders need now and we'll start there as sort of the the foundation. >> It's a great question. You you have done such a fantastic job Jenny you know um at building this program and so thank you first and foremost. I think what agencies what agency leaders need now we we need a lot but um what I love about this program and what it brings to us is you know we're looking for perspective not just certainty right leaders don't need to pretend to have every single answer and as leaders our job is really to build organizations that can adapt that can give people confidence through change and really create belief in where we're all headed together I think leadership today requires some fearlessness Um, you know, we have to make change every single day. We have to adapt. Um, and we need to lead others through the discomfort of that change. So, having support and perspective from other leaders in this community is I find incredibly valuable. I love that, Ross. >> Well, what do agency leaders need now? That's a great question. I think that the honest answer is probably a sanity check and a labbotomy. I mean, I think you got to be freaking nuts to be doing this in 2026 and beyond. Like this is the irony is that when you look across agency leadership domestically and internationally, you find some of the most brilliant, innovative and inspiring business leaders alive who have somehow chosen to take on what I think is um sometimes like maybe some of the greatest challenges in business today by running an agency. Um it's such a dynamic playing field and it requires so much of these leaders. Um so that's why I joke you got to be kind of nuts to be doing it. Um but I agree with Jess like this is um you've created uh already just in the first few months um a smart, safe and progressive community. That is the Jenny Rooney way. You've done this before um and now you're doing it here again um at AdWeek for agencies. How can how can one not want to be a a part of that? Um and when you look at the agency landscape, we are certainly at in the middle of an inflection point. Um I think we all we all know that and acknowledge it. We may use different words for it. Um but navigating it as Jess said um requires um a great deal of skill and thought uh and um and care. uh and I find just even in the first few months that the agency leaders and my peers are demonstrating that but in such different ways from one another. So it's very exciting to sit in a room of people that you deeply admire and um watch learn from and begin to understand their approach and then try to borrow what you can from it. So, Chioma, you know, just kind of building on that and I I want your answer as well, of course. Um, there is something unique in what Ross and Jess are saying, which is that you're you're in a room of would be competitors, current competitors, people who you otherwise you respect and admire, but on a business level, you know, you are perhaps going after the same clients you have perhaps category, you know, you're you're working in similar categories. Um, and best-in-class is what everybody strives for. So talk a little bit about the need. Going back to my original question, what do agency leaders need? Yes. And you know, how do you kind of think about getting either getting past or or identifying the extra benefit of actually being in a room perhaps with people who are otherwise your competitors, but because this is closed door safe space off record Chattam House rule, there's sort of a cander that can come through that. Yes, we are competitors probably Monday through Fridays, most days, twice on Saturday, all of that. Um, but I I think there are moments in our industry, Ross said, inflection point, and I I'll just say that word, too, where the it's important for us all to come together and there are some challenges that we're all facing, you know, the same. Um, and I think it's true, you know, we don't have all the answers. And frankly, I feel like in my leadership journey, I have more questions than ever, you know. Um, and and it's important for us all to come together and chat through those. Um, I I think what I'm looking to get out of this, and I could already see evidence of it at the CAN kickoff, is just that like radical honesty and just everyone taking a minute and kind of showing their cards a little bit and just being as honest and transparent as is appropriate because there are certain things that we are better equipped to solve together and certain things that maybe are, you know, make sense in our own like uh in our own little spaces, but I think we can get further and do more together um particularly at this moment um than we ever could separately. I think co was another one of those moments where I saw a lot of, you know, agencies coming together and just talking through how are you managing this? How are you handling this? Um, and I think there are moments like that, you know, certainly in my career, but you know, in the industry where it just just makes sense to just get like smart committed people together trying to just tackle the same things. when you think about it, um do you think about this being beneficial to you as an individual executive? Uh or do you see this as something that's beneficial to your agency or both? How are you sort of approaching it? >> Both. I'm here for the selfish reasons and the collective. Um, no, but yeah, honestly I like I think it's a great opportunity for me to like for my own personal leadership growth, you know, to learn from other people that I, you know, respect and I think have, you know, great things to offer. But yes, of course, for my agency and frankly for the industry, I think it's an opportunity for us to take one giant leap forward together. And yes, I think we can, you know, benefit, you know, on our personal level, but I think we're going to bring, you know, a whole swath of um of the industry along with us. >> I think that's spot on, Ch. think um it is it's personal it is you know for our agencies but this industry I don't think has ever needed a champion more than it does right now um you know we're trying to work through some of the biggest problems and challenges and opportunities that we've faced as an industry and so the opportunity to of course be competitors and I think competition you know makes us all better raises the bar compete together on behalf of the industry too in some ways um you know that was an impressive room in can. I think we all looked around and we were like, "Wow, I actually feel better about the industry for looking around and seeing and hearing from all of these smart people." Um, it was a big takeaway for me. It left me really encouraged. >> You know, if the if the aliens came down, right, and they they said, "Look, we're we're pretty much going to destroy all of you guys." Um but but but for every industry, why don't you send somebody to just explain to us what you do, why it matters, etc. I think there's sort of two fundamental questions that I I I think we would have. One, who do we send? Uh I'm not sure um today from from the agency sort of field I I don't I don't know which one of us would have the courage and also like the support of the group to go go do it represent us. That's okay. More importantly I I'm not totally sure yet what we'd say to keep the aliens from killing us. Um, and I I think that speaks to a sort of a I mean I'm being silly here, but the metaphor is really when you look at the inflection point that we've now reached. Um, most of the challenges we face are secular and structural. Um, and so I think we have an opportunity and you can already start to see this happening in the conversations among us to decide what's worth keeping, what's worth saving, what's worth holding on to. um what should we let go of? Um what should we change? And then what what comes next? Uh and and why and who? Um and that's all the exciting stuff. And I what's what's cool about the group that you've assembled is um they're bold. They're courageous leaders and they want to get right into it. So like yes, there's some um wine and cheese, but people are like, "Let's just actually start really talking about some shit." And these are people who like, you know, they're really well known in this industry, but they check that ego at the door and just start to really work together to shape the clay of what agencies are going to be in the future. And when you think about the moment that we're in right now, think about how many great agencies we've lost over the last few years who just don't exist on planet Earth. It's like the aliens came down and eliminated them. So, I think now is the time for this. and I applaud you for starting it. >> Well, thank you so much. And it's it's interesting. We love our CMO friends and um absolutely love marketing Vanguard. Just to say when in launching agencies Vanguard, the amount of applications that have come in since that announcement are astounding. Um you know, so there's an incredible hunger there in this particular executive community. any reaction to that? >> It wasn't just the mechanism video. >> It's all kind of kudos and yeah, we we did not ask him to do that. Of course, we love creativity. >> Unsurprised. Honestly, unsurprised. I I think that it's people are craving community and the everything that we're describing here. An opportunity to say, "Here's what I'm thinking. What are you thinking?" Be able to round out and shape, you know, approaches, philosophies, and and all of that sort of stuff, too. So, it doesn't shock me. Um I also you know just on what Ross was saying too the group that you assembled I thought it was really interesting being in that room you know there were hold codes there they were independents they were peeback there were folks like us owned by you know consultancies and I think it's like you need it from every angle you know to have a a worthwhile conversation and it was really nice to see that lineup of people that are you know from some more traditional spaces trying something new you know doing it all together because it's I I feel like we're at a place where it is we are going to have to set down some things and kind of reinvent some other things. You know, it's going to be a combination of consistency and journey. You know, some things are going to feel very very much like they did before and other things will feel radically new and and I just think you need a lineup of people who are seeing it from different places and doing it different ways to get somewhere interesting. I obviously love the fact that you're saying that only because that sort of is in line with what our premise was going in because um there are other agency groups out there, right? There have certainly been other associations and and advocacy groups and things like that, you know, that have have worked in various ways. Um there have also been groups that I think have, you know, perhaps exist just for smaller agencies or or just for independence. And I think all of those have an incredible place in the universe. Our premise going in was especially since we're AD week again because it has there has to be sort of a tie back to brand ade which is that you know we exist to serve all. So while on the one hand you don't want to boil the ocean you have to be careful about that. It's also I think important that you do bring into a room frankly representation from all of the above because again this is the premise arguably you learn more from the different than the similar. And I think there's also a lot of dialogue that happens at a sort of whole kota hokco level you know certainly within networks and things like that all again incredible great resources. I think our hope is that through inviting in a broader sort of universe of of of um of agencies at all all different types of um ages and stages. there will be those learnings and unique ways of just thinking about things and learning about things and h and and and adopting different perspectives or at least seeing other perspectives even if you can't implement or you can't do it that way just hearing how other people are thinking about that I mean again that was the premise so I think longer term and this is the same with marketing vanguard as we grow I think there will be unique opportunities for us to start to kind of group folks based on you know you can have sort of a subgroup of of um people who are you know, perhaps dealing with the exact same sort of resources or size um constraints or opportunities. Um but for now, it's sort of a a broader universe. Curious your thoughts. I know, you know, Ross, you have had some some different opinions about that and and we welcome all opinions about this. Again, it's a premise that we're operating against, but just like anything else over time, we have to kind of see how it continues to morph and grow. Right now, it's it's a space for for all types of agency. >> Wait, what are my different opinions? What do you mean? >> Well, I mean I think there's also in your view which I think is justified absolutely is you know perhaps I think there's also an acknowledgement that in that room um you know there might be very different vantage points from a smaller sort of independent agency from a holding company owned agency and you know I think on the face of it there could be s sort of you know um and it's a good thing inherent like well I'm part of a whole co therefore I'm I'm the dominant player here or Well, I'm an independent and therefore I'm the dominant because I'm I'm the disruptor. I'm sort of the the the agile sort of um more creative opportunity. So, how do you get beyond maybe some of those existing sort of um assumptions going into a room so that a room that is fully fully inclusive of agencies of all different ages and stages can really open up and sort of see things from different um perspectives. Can I tell you like like the longer we do agencies vanguard, I think the more the marketing vanguard, all the CMOs are probably going to start calling you and go like, "Hey, did those guys figure their out yet?" Like, "Did you guys solve agency yet? Do you answer it?" And um I can already see like I wonder what those CMOs are thinking that we're talking about. And now this is the podcast for those CMOs. So they're listening, but we can't tell them what we're actually talking about, which is kind of awesome and hilarious. But in that room in K though, in that room in K and I felt I think we all felt privileged to be there. Like there is that moment where everyone's sort of like, you know, peeing on the bush to like to mark their territory and then you're sort of seeing like, oh, who's going to step up and be the alpha? And it's it's it's such an interesting uh dynamic for everybody. Um, but here's the thing I think we all could agree on, or at least most. Marketing could be so much better. Like, we can do so much better. Come on. Like, some of the that agencies are still struggling with and CMOs are frustrated by. Like, we should have figured that stuff out a long time ago. Like, this is not that hard. But in many cases, and I think it came up in the room, the business models are riddled with perverse incentives that make it very difficult for change to happen, especially if you're functioning almost less like an agency and more like a a global bank or an aircraft carrier. And so that was some of the stuff that that was coming up. But I think the one thing that like everybody started to feel at can this year I hope um is that there's never been a better time to be a person with an idea. >> Yeah. Yeah. What I'm getting from you is there the central sort of shared purpose goals um and sort of shared shared I hate to use the word outcomes but um that's what's going to convene these people around a singular purpose even if they're at different sized or resourced agencies. >> Agreed. And I think there's also just a curiosity because you see that so many agencies are doing such interesting in so many different ways. Yeah. And you're like like getting to meet the leaders that made those bets sort of cultivated that kind of innovation ecosystem and somehow that that's the thing they were able to achieve over the last few months or years and you're just like damn like you you you're giving props to people for the that they've achieved that you're like that's just like inspiring and it makes you want to be a marketer again, right? It's like it makes you want to wake up tomorrow morning and like figure out like what am I going to create that is next for us inspired by the people all around you in that room. That's that's an exciting place to be. >> And I think that's why the fact that you know you're able to come in as an individual first and foremost. You know, back to that question that I said that this isn't an agency coming in the room. This is Chioma coming in the room. And by that I mean obviously the the the physical literal room or the virtual environments that we convene people in. And then obviously um you know just to say with with agency's Vanguard um membership there is because we are adequat there is a comp there's a content component to that and I don't want that to get too lost in all this but obviously what we do with our membership is make sure that we're creating you know unique exclusive content that only our members get access to. Um you know we'll we'll curate access to thought leaders and subject matter experts who by the way are not typical people that you in the normal course of your business would stumble upon. again because it kind of puts us as adequaters in the sort of the broker seat, you know, and we can kind of go do the heavy lifting. Um you all are dealing with people all day every day. But you know there might be that somebody from private equity. There might be a you know an an entertainer um who you you you have seen from afar who's tangential to the work that you do but could bring you incredible new ways of thinking about creativity and culture and uh entertainment and sport and all the things that sort of surround the craft. Right? So, and again, you know, that's that's where showing up as an individual coming in to to to benefit yourself and then and then sort of the agency you you're with becomes sort of the the the the footnote, if you will. But it's really about how you can kind of engage on a level of um of of cander and depth that Ross is speaking to. One of the things I wanted to ask you is you're you're each one of 20 founding members and our founding member list. Um, you know, you're representative that of that, but it's Abby Clawson, Amy Lansy, Bob Lord, Emily Wilcox, Francis Webster, Isaac, Miss Ms. Rahi, Jason Harrison, on and on and on. Um, so we are very fortunate to have 20 founding members who, as I said, raise their hand. Um, they do themselves represent the diversity of of the agency community. So, we're thrilled to have them. as a founding member, what do you want to do? You know, what we kind of said to you in in pitching this or asking you if you would do this is this is your this is your executive uh program. You know, so you have some ownership over it and you want to push it. You know, you're not going to just kind of be there to respond to what we're doing, but you're going to help us shape it. What's one thing, Chioma, that you feel passionate about that you want to make sure agencies Vanguard achieves? >> I think maybe two things. one is I feel like the thing that I feel most committed to is just bringing authenticity and uh transparency into the room every time with the hopes that that you know creates an environment where everyone else feels you know comfortable to do the same and it feels like that's that's already true today. And then I think the second thing is there's just so much, you know, um I feel like there's a little bit of skepticism and concern in the air, you know, in in our in our industry. And I think that one of the things I would love on the other side of this is for us all to feel like, you know, this industry is in good hands and that, you know, we're we're creating opportunity for like young folks that are that are coming in uh to be a part of it because we're all talking about technology and things that are going to absolutely improve and, you know, make transform our industry, but I think as important are the like young creative minds that are coming into um and so I feel like I want to make sure that we keep that also on the on the agenda, you know, as we're discussing. >> Love it, Jess. Yeah, I think it goes back to some of the things we were talking about already. There's such power in the collective in getting us all together, to have the perspectives, and also to have the open debate. I I love the debate. I love hearing from the different kinds of agencies. There's no perfect model, but we all need to continue to evolve and change. So um I think you know that access to thought leadership and perspective is is amazing. I also think when you get that kind of a group together there's almost a responsibility to ask ourselves what could we accomplish together all of the people together in a room. So I think those kinds of conversations will be really interesting. I think you know and you mentioned this Jenny there's a there's also the clout um and access that comes with having a partner like Ade uh leading the charge here. So what conversations could we have outside of ourselves? What what could we broker? You know, there are a lot of provocative conversations having you being had in the industry. This community to have access to um you know, we mentioned a couple the last time we spoke too. Just really digging into some of those challenges and perspectives that might be very different than our own um to see what we can learn, where we might push. Um and then you know the given the the concentration of leadership in the room uh Ross uh alluded to this earlier you you sort of have this exposure to a concentration of big bets that are being made. You know we're all talking about the things we're doing. You know things that you might be exposed to ordinarily through maybe reading keeping up with what's what's happening in the industry but there's a concentration. And so I think that that is to me really inspiring. How might that concentration of of big bets embolden us to uh make more change to do things differently to rethink plans that we have? So, um you know, I I look at it from across the spectrum. I think there's a lot of great benefit. And Ross, what's one thing as a founding member that you want to drive >> as an industry, as a group of agencies? What do we want to be known for? Very simply, what do we want to be known for? Do we want to be known as um opaque, riddled with perverse incentives, um structurally incompatible with our clients, stuck in the past, negligent, fraudulent places that treat women, people of color, the LGBTQIA plus community as poorly as agencies have in the past, or do we want to be known as systems of innovation and creative groups that understand the marriage of art and science and technology? Do we want to be a sector that our economy is excited about um because of the potential for growth? Um do we want to be can we somehow again become companies that clients can trust, learn from and grow with and places that people are proud to work? >> I love it. And and I think that is listen um there's no better goal and no better time than now in hearing you say that. Um and so let's let's do it. I mean that's that that's why this exists. Um so so well said T. Yes to creating opportunities for young people. Um you know just a reminder anything agencies Vanguard or marketing Vanguard enables every member to bring with them into the room a plus one next leader and that's somebody who by the way is going to be seale in 2 3 4 5 years time. So, um, you know, that's just embedded in what all Vanguard programs are so that you can start to bring access to people who need to to hear, you know, hear the sort of the the the mind meld that's happening. Um, but yes, mentorship is also something that's on our radar and we have a we have a game plan for that um that can grow within the Vanguard um program. So, we're super excited about all of it. Um, I cannot thank you enough. And on behalf of the incredible team that I work with, Liz Nebone, Andrea, and Molly, and of course, um, my colleagues, um, Will, Lee, and Zoe, and the rest of the Aweek team. We're thrilled to have you all be part of this. Um, we're so excited about where this can go and, um, yeah, watch this space for more. So, thanks everybody. >> Thank you. Thank you for listening to Marketing Vanguard, part of the AdWeek Podcast Network and Acast Creator Network. You can listen and subscribe to all of AdWeek's podcast by visiting adweek.com/mpodcast. Stay updated on all things ADWeek Podcast Network by following us on Twitter at adweekpodcast. And if you have a question or suggestion for the show, send us an email at podcastweek.com. Thanks for listening.