# #56: Rethinking the creative agency model, with FIG’s Judith Carr-Rodriguez

Page: https://stenobird.com/podcast/agency-business-7130692/56-rethinking-the-creative-agency-model-with-fig-s-judith-carr-rodriguez
Text version: https://stenobird.com/podcast/agency-business-7130692/56-rethinking-the-creative-agency-model-with-fig-s-judith-carr-rodriguez.md
Podcast: [Agency Business](https://stenobird.com/podcast/agency-business-7130692)
Published: 2026-02-02T10:00:00+00:00
Episode link: https://agency-business.captivate.fm
Audio file: https://episodes.captivate.fm/episode/d7dfb19a-bc46-4ec6-9f97-3ab95cad4843.mp3
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Duration seconds: 1999

## Resource

Welcome to Agency Business. Judith Carr-Rodriguez , CEO and partner at independent full-service creative agency, FIG , joined Brian and Olivia this week on the podcast. Judith shared how clients increasingly value small, senior teams over large pyramidal organizations, how FIG has grown by focusing on long-term AOR relationships rather than project-based work, and why the agency has become more selective as demand increases. Judith also shares how Fig thinks about controlled growth, client fit and longevity, arguing that focus — not scale for scale’s sake — has become one of the most important disciplines for independent agencies. Reach Out Subscribe for free to the Agency Business newsletter. Interested in joining Agency Business as a guest? Submit a pitch. Inquire about Briefly. Listen to 📊 The Madison and Wall Podcast : Brian and Luke Stillman open up about Madison and Wall's latest work — plus crucial economic, financial, and industry trends. Listen to 🎬 Screen & Sponsor : Olivia & VaynerMedia's Jessie Holder explore how brands are shaping Hollywood.

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