Today’s guest is Guy Wieynk, Global CEO of AnalogFolk Group. This conversation is a masterclass in the business of creativity. With 17 years at AKQA, followed by a European CEO at Publicis, Guy knows how to blend scale with agility. He unpacks the shift from big ideas to ‘open ideas’, and why connecting brands to culture isn’t optional but essential.
From productising services to evolving pricing models, Guy shows how agencies can deliver speed and value at scale – without sacrificing creativity. He also shares how he balances his role as Group CEO with the vision of AnalogFolk’s founders, who still play an active role in the business. If you’re curious about taking your clients on a journey towards new ways of working, this episode is full of real world insights.
HIGHLIGHTS:
[03:04] Inside AnalogFolk’s strategy
[04:34] Lessons from AKQA and Publicis
[09:15] From hamster wheel to blank canvas
[14:19] The explosion of personalised content
[19:54] Defining a brand’s place in culture
[21:12] From campaigns to ecosystems
[26:43] Balancing hours, sprints and licensing models
[27:51] Taking conservative clients on a journey
[28:23] Model clients actually want
[35:45] How agility defines the future
