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Does your agency have a purpose? And what about the clients in your portfolio? Author, poet and anti-purpose thinker Nick Asbury thinks the pendulum has swung too far. Does a mayonnaise brand need a purpose? How can your agency make a positive impact without being tacky? And how does purpose affect the credibility of your agency and your brands? We let Nick loose in the playground of purpose, and got a super interesting podcast out of it.

Agencies have become too docile: they carry out what clients ask and avoid difficult conversations for fear of losing those clients. Yet, according to agency consultant Michael Farmer, they are ideally placed to challenge brands, bring innovation to the table and thus make their brands grow. How do agencies reclaim that role? How can they contribute more to a brand's success? And how can they reap the financial rewards? You’ll hear more in this episode.

Agencies are delivering more and more work, for less and less money. We discuss this crisis with Michael Farmer (US), author and agency consultant with 30+ years experience at places like Ogilvy and Bain Consulting. Farmer explains how this complex issue came to be, but also offers solutions to get out of the vicious cycle. The first step: understanding better the exact work you do for clients.