{"podcast":{"title":"The Immortal Life of Agencies","slug":"the-immortal-life-of-agencies-6797269","podcast_index_feed_id":6797269,"rss_url":"https://feeds.captivate.fm/the-immortal-life-of-ag/","website_url":"https://the-immortal-life-of-ag.captivate.fm","image_url":"https://artwork.captivate.fm/618b8c2e-0acf-455e-ac03-69504a7b123c/8OIjkLnizCqFSW9uzOslimFG.jpg","author":"Co:definery","episode_count":83,"summary":"Fancy a bit more positivity around the business of running an agency? Welcome to Co:definery’s podcast ‘The Immortal Life of Agencies’. Here we celebrate the visionaries and change-makers who are actively future-proofing the agency sector. Each episode features our CEO Robin Bonn having short, sharp conversations - sometimes even friendly arguments - with some of the biggest, broadest and deepest thinkers in our industry. These are the leaders who’ve been there, done that and are happy to talk about the t-shirt - even if it’s a bit grubby. Expect untold stories of progress - always optimistic and never dull.","last_synced_at":"2026-07-28T12:22:26.264373+00:00","page_url":"https://stenobird.com/podcast/the-immortal-life-of-agencies-6797269"},"episode":{"title":"Bakery Agency's CEO: What clients don’t understand about indies – Micky Ogando","slug":"bakery-agency-s-ceo-what-clients-don-t-understand-about-indies-micky-ogando","published_at":"2026-06-09T03:00:00+00:00","page_url":"https://stenobird.com/podcast/the-immortal-life-of-agencies-6797269/bakery-agency-s-ceo-what-clients-don-t-understand-about-indies-micky-ogando","show_page_url":"https://stenobird.com/podcast/the-immortal-life-of-agencies-6797269","url":"https://the-immortal-life-of-ag.captivate.fm","audio_url":"https://episodes.captivate.fm/episode/b6e6f2a9-0759-46b5-aeb6-36c862f0742a.mp3","summary":"Today’s guest is Micky Ogando, CEO and Chief Creative Officer of the 80-person, Austin-based independent creative agency, Bakery. Unpacking the trend of big brands choosing indies, Micky explains why many clients misunderstand what they’re actually buying when they swap HoldCo. polish for opinionated misfits, and how this friction can be channeled into better work. The conversation also covers how Bakery vets potential clients and when agency owners should evolve beyond improvising in their early days and start really focusing on what they're really good at. HIGHLIGHTS: [02:35] Starting without a blueprint [05:44] Misconceptions about indies [07:54] Independent versus small [11:41] Scale with minimal friction [16:24] Vetting process on both sides [21:08] Limits of improvisation [22:26] The He-Man strategy [23:51] Avoiding the Abilene paradox [25:51] The Michelin star mindset [29:43] Taste, criteria, standards and craft MORE ABOUT MICKY: LinkedIn: linkedin.com/in/mickyogando Website: bakery.agency MENTIONED IN THE EPISODE: A Hitchhiker's Guide to the Agency Galaxy https://thecultish.substack.com/p/a-hitchhikers-guide-to-the-agency 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","meta_description":"Today’s guest is Micky Ogando, CEO and Chief Creative Officer of the 80-person, Austin-based independent creative agency, Bakery. Unpacking the trend of b…","key_points":[],"chapters":[],"topics":[],"duration_seconds":2296,"processing_state":"not_requested","actions":[{"name":"request_transcript","method":"POST","url":"https://stenobird.com/v1/public/podcasts/the-immortal-life-of-agencies-6797269/episodes/bakery-agency-s-ceo-what-clients-don-t-understand-about-indies-micky-ogando/transcription-requests","description":"Idempotently request low-priority transcript generation for this episode."},{"name":"read_markdown","method":"GET","url":"https://stenobird.com/podcast/the-immortal-life-of-agencies-6797269/bakery-agency-s-ceo-what-clients-don-t-understand-about-indies-micky-ogando.md","description":"Read the agent-friendly Markdown representation of this episode resource."}]}}