The Immortal Life of Agencies

Author: Co:definery

Fancy a bit more positivity around the business of running an agency? Welcome to Co:definerys podcast The Immortal Life of Agencies. Here we celebrate the visionaries and change-makers who are actively future-proofing the agency sector. Each episode features our CEO Robin Bonn having short, sharp conversations - sometimes even friendly arguments - with some of the biggest, broadest and deepest thinkers in our industry. These are the leaders whove been there, done that and are happy to talk about the t-shirt - even if its a bit grubby. Expect untold stories of progress - always optimistic and never dull.
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Language: en

Genres: Business, Management, Marketing

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Parakeeto's CEO: The simplest path to profit – Marcel Petitpas
Episode 73
Monday, 27 April, 2026

Today’s guest is Marcel Petitpas, CEO of Parakeeto – the agency profitability specialists. He brings a clear and often counterintuitive perspective on how agencies actually make money.Marcel challenges one of the industry’s most deeply held assumptions, arguing that most agencies don’t have a revenue problem, they have an operational one. Through the lens of what he calls “indigestion, not starvation”, he explains why growth alone rarely fixes profitability, and how flawed frameworks around utilisation, margin and pricing continue to hold agencies back.The conversation explores the shift away from time-based billing, unpacking how abstraction, risk and value shape modern pricing models. Marcel also demystifies value-based pricing, highlighting why Finance shouldn’t be leading and what it really takes to command a premium with sophisticated buyers.Grounded, practical and refreshingly direct, this episode offers a sharper way to think about sustainable profitability.HIGHLIGHTS:[03:53] The cycle of insolvency[07:12] Solving the profitability puzzle[13:38] Pricing starts with margin[19:47] Forecast before measurement[23:32] Shifting the client dynamic[26:40] Deliverables versus real value[30:21] Risk adjusted decisions[36:00] Outcomes over everything[40:29] What drives pricing powerMORE ABOUT MARCEL:LinkedIn: linkedin.com/in/marcelpetitpasWebsite: parakeeto.comHOST SOCIALS:LinkedIn: linkedin.com/in/robinbonnTwitter: twitter.com/robonnMORE ABOUT CO:DEFINERY:Website: codefinery.comBook: Market of OneMentioned in this episode:Get Co:definery's diagnostic questionnaireIs your agency really as differentiated as you think? And have you fully embraced the commercial disruption that AI is bringing? To find out, take five minutes to complete Co:definery's diagnostic questionnaire. It's quick, free, and thought provoking, and you get a tailored report with practical guidance for sharpening your competitive edge. Visit codefinery.com/dq