“The best way to win the game is by not playing the game.” 

How’s that for a hot take on the agency business? 

It’s from Mischief’s fascinating and thoughtful Chief Creative Officer, Greg Hahn. In this episode, we unpack just how pervasive fear has become in the agency business – including where it shows up and what to do about it. 

In a world where agencies have become so meek, he’s even heard clients say that their agencies are afraid of them. Clearly this is not the path to good work.

This leads to what Greg calls ‘malicious obedience’ – where fearful agencies prioritize clients’ immediate wants over their long-term needs. 

Since co-founding Mischief just four years ago, no wonder he’s worked hard to create a culture of safety. That goes a long way to explaining how they’ve created such impressive results in such a short time. 

HIGHLIGHTS:

[02:05] Client Needs vs. Client Wants 

[04:40] How the Pandemic changed Client/Agency Dynamics

[08:07] Freedom and Responsibility

[13:03] Building a Culture of Safety 

[16:06] Charging Clients and Valuing Senior Talent 

[27:20] Fear in the Creative Process 

[30:45] Advice for Young Creatives

[32:06] Balancing Work and Life 

[38:19] The Future of Agencies