16th December 2025
Luke McKelvey on vision, conviction, and adaptation
Episode 57
Luke McKelvey
CEO, MIRIMAR
Today’s guest is Luke McKelvey, Co-Founder and CEO of MIRIMAR – the creative company helping brands achieve cultural significance in a world where traditional advertising isn’t enough. And as of last week, ADWEEK’s newly minted small agency of the year for 2025.
Luke reflects on MIRIMAR’s early challenges, from launching ‘too soon’ in 2019 to navigating the pandemic. He also shares how conviction, focus, and a clear filtering system helped them find their footing with the right clients.
The conversation breaks down MIRIMAR’s ‘foundation and fame’ model – aligning brand and business, with smart talent partnerships that create impact without relying solely on paid media.
Packed with sharp thinking, honest lessons, and a healthy dose of optimism, this is a masterclass in building an agency you truly believe in.
HIGHLIGHTS:
[02:02] Navigating early challenges
[06:58] Ambition over status quo
[09:26] The power of clarity
[15:51] Foundation and fame
[17:58] Positioning as an entertainment agency
[26:17] New era of partnerships
[29:18] Aligning intent and incentives
[35:12] Doubling down on insight
[38:47] Why north stars matter
[41:21] Making work worth it
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