Today’s guest is Jenny Biggam, Owner of the7stars – and one of the most respected voices in independent media. With 20 years at the helm of the UK’s largest independent media agency, she offers a clear and compelling view of what it really means to stay independent in a market obsessed with scale.
She explains how only a purely fee-based model creates true neutrality, why transparency isn’t a slogan but a structural choice, and how partnership sits at the heart of everything the agency does. From working collaboratively with platforms and consultancies, to building creative capability inside a media agency, Jenny shares how the7stars has evolved while staying true to its beliefs.
The conversation also explores AI, career acceleration, client in-housing and the risks of agencies describing themselves as ‘platforms’. It’s an optimistic, grounded look at where media agencies are heading and why talent, culture and commercial clarity still matter most.
HIGHLIGHTS:
[03:33] What partnership really means
[08:03] The reality of proprietary media
[10:32] Platforms as partners
[14:00] Pitching against the giants
[19:22] Feedback over flip flopping
[25:16] A melting pot of skills
[27:20] AI in creative development
[29:51] The inverted pyramid shift
[33:45] Agencies as platforms explained
[36:45] Clients in-housing
[39:15] Talent drives renewal
MORE ABOUT JENNY:
LinkedIn: linkedin.com/in/jenny-biggam
Website: the7stars.co.uk
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:
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