# Code and Theory's CCO: Raising the bar for customer experience – Craig Elimeliah

Page: https://stenobird.com/podcast/the-immortal-life-of-agencies-6797269/code-and-theory-s-cco-raising-the-bar-for-customer-experience-craig-elimeliah
Text version: https://stenobird.com/podcast/the-immortal-life-of-agencies-6797269/code-and-theory-s-cco-raising-the-bar-for-customer-experience-craig-elimeliah.md
Podcast: [The Immortal Life of Agencies](https://stenobird.com/podcast/the-immortal-life-of-agencies-6797269)
Published: 2026-02-24T03:00:00+00:00
Episode link: https://the-immortal-life-of-ag.captivate.fm
Audio file: https://episodes.captivate.fm/episode/e8ef2993-b80e-4ead-86c3-07d587ddf8a1.mp3
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Duration seconds: 2793

## Resource

Today's guest is Craig Elimeliah, Chief Creative Officer at Code and Theory, sharing his passion for why technology and creativity must go hand in hand. In his view, clients have been carrying the burden of fragmentation for far too long. That’s why his role blends engineering, strategy and craft to help clients navigate modern complexity. The discussion also explores Stagwell’s orchestration platform, The Machine, and how it’s reshaping integration across the marketing lifecycle. And perhaps most provocatively, Craig challenges our industry’s obsession with scale. If bigger isn’t always better, then agility and systems thinking matter far more. HIGHLIGHTS: [02:29] Inseparable disciplines [04:28] Thinking like architects [07:35] Creativity as change [17:25] AI as creative accelerator [22:59] Platformisation of holdcos [26:14] Evolving business models [30:13] Agentic operating systems [36:05] Knowing what to automate [42:31] Mediocrity scales exponentially MORE ABOUT CRAIG: LinkedIn: linkedin.com/in/craigelimeliah Website: codeandtheory.com HOST SOCIALS: LinkedIn: linkedin.com/in/robinbonn Twitter: twitter.com/robonn MORE ABOUT CO:DEFINERY: Website: codefinery.com Book: Market of One Mentioned in this episode: Get Co:definery's diagnostic questionnaire Is your agency really as differentiated as you think? And have you fully embraced the commercial disruption that AI is bringing? To find out, take five minutes to complete Co:definery's diagnostic questionnaire. It's quick, free, and thought provoking, and you get a tailored report with practical guidance for sharpening your competitive edge. Visit codefinery.com/dq

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