CEO/Founder, Agency Futures

Agency Futures was founded by Doug Baxter, an agency founder and CEO who has worked on growth and digital transformation projects with some of the world’s greatest independent agencies.

Doug uses his experience of 25 years in the digital, technology and content sector to help his clients transform and evolve their companies and build the agencies of the future.

Now based in London, Doug has worked extensively in the US, Asia and Europe. Doug leads a team of highly experienced former agency leaders who work with independent agencies across the globe. Doug is also the CEO of Cut to the Content, a content agency that supports other agencies with specialist strategic, digital, creative and production resources.

Founder, Co:definery

Co:definery was founded by business transformation consultant, Robin Bonn.

He’s spent 20-odd years driving growth for start-ups, indies, and global networks, across a range of emerging and traditional disciplines.

In his old life, Robin led winning pitches for the likes of Skype, Eurostar, Fujitsu, Experian, Spotify, P&G, ITV, Microsoft, Facebook, and Ford, to name a few.

But while client challenges got harder, he saw agencies increasingly lag behind, with business models and so-called ‘best practices’ for growth dating badly.

Since founding Co:definery in 2015, Robin has advised the CEOs of dozens of agencies; repositioning, refocusing, and reorganising to help them to stand out, win more and command a premium.

He’s a founding member of BIMA’s Growth Council, a mentor for SheSays and has also sat on the IPA’s New Business Committee and Direct Marketing Association’s Agencies’ Council.

Away from work, he’s an outnumbered dad of two daughters, as well as a woeful runner, amateur artist, and professional cat botherer.

CEO & Founder, The Great Pitch Company

Marcus has a twenty-year plus record of galvanising clients, colleagues, prospects and the communication industry. He is one of the few to have genuine cross-discipline experience across advertising, design, direct, digital, healthcare and media.

In September 2018, he launched ‘The Great Pitch Company’, helping businesses achieve profitable business growth through the power of a great pitch. Built upon his outstanding track-record of helping domestic, regional and global businesses retain and win new clients, the company provides both pitch consultancy and new business training.

Throughout his career Marcus has worked at world-leading companies driving their expansion. Prior to setting up his own company Marcus worked for Publicis Media. During his time there he identified transformational solutions for clients and been instrumental in; the win of Fiat Chrysler Automobiles (FCA) account in EMEA and APAC, the global media agency appointment by Merck Consumer Health as well as Visa Europe’s selection of the Publicis Media brand Starcom. He has also been a lead team member for key multi-discipline ('Power of One') wins including P&G UK and Ireland media pitch consolidation as well as the retention of the media business for L'Oréal in France (France's biggest advertiser) and L'Oréal Italy.

For 13 highly additive years, Marcus had a variety of roles at WPP. These included leading a pioneering cross-discipline, multi-lingual hub agency for WPP with clients including Adobe, Nestlé, and Caterpillar, to award winning success. His ability to marshal communication disciplines to resolve client challenges saw him lead some of the largest pitches across WPP. During his tenure, global wins included Microsoft and Jaguar Land Rover among dozens of regional and local wins.

He co-founded 3LA in 2014. Part technology, part strategy, part consultancy, 3LA helps companies and agencies, grapple with the opportunities afforded by marketing automation.


Lucy Goode is a consultant advising agency leaders on people strategy. She uses an evidence-based approach, informed by her MSc in Organisational Psychology. This enables her to understand the small changes that have the biggest impact on agencies and their teams, not least challenging her clients to define what words like 'engagement', 'culture', 'leadership' and 'wellbeing' actually mean in practice.

She also applies her professional experience as a certified leadership coach, and as a consultant at global executive search firm, Grace Blue, specialising in senior roles in the communications, marketing and tech space.

Prior to her current roles, Lucy had already spent 25 years in the industry. Having worked in London, Amsterdam, Paris, Montreal and Toronto, she's been a client (Telegraph Media Group, INQ Mobile), as well as a strategist and global client lead within indies and global networks (Publicis, TAXI Canada, Sid Lee, TBWA, StrawberryFrog), working on the likes of Unilever, Cadbury, Nissan, L’Oréal, Triumph Bras and News UK.

Lucy lives near Cambridge, UK with her French-Canadian husband (Jean-Martin), dog (Alan) and cat (Steve).