From Postcodes to AI: Redefining Digital Agencies with John Readman
This podcast features a conversation between Robert Craven and John Readman, discussing John's career in digital marketing and the evolution of agency models.
John has over 25 years of experience in sales and digital marketing, scaling martech, SaaS and agency businesses.
Currently, he’s building ASK BOSCO® - Marketing Analytics AI and Modo25 - Digital Marketing Inhousing - a business he set up with Bonamy Grimes, the Founder of Skyscanner, to revolutionize the way brands and agencies work with their performance data and teams to increase sales and reduce ad spend.
Here are the key points:
John Readman's Career Journey
Started in marketing technology, selling postcode software and email marketing solutions
Worked with several digital marketing agencies, including Epiphany and Search Laboratory
Helped grow Search Laboratory from 10 to nearly 200 people over three years
Attempted to buy businesses he worked for, which led to starting his own agency, Modo 25
Evolution of Agency Models
Traditional agency models are changing due to clients bringing some execution work in-house
Modo 25 positions itself as a hybrid agency, supporting clients' journey to in-housing while providing strategic guidance
This model focuses on more enjoyable, profitable work and is less stressful when executed correctly
Adapting to New Technologies
John organised an internal competition at Modo 25 to encourage the use of AI tools like ChatGPT to improve efficiency and client experience
The agency is exploring the use of AI tools like N8N for automating tasks and improving productivity
Work-Life Balance
Modo 25 operates on a 4-day work week, which has led to lower sickness rates and better work-life balance for employees
Future of Agencies
Discussion about the potential for AI-driven agencies with minimal human involvement
Speculation on the possibility of running high-revenue agencies primarily using AI tools
The conversation highlights the ongoing changes in the digital marketing industry and the need for agencies to adapt to new technologies and client expectations
