Watch the most popular session of Mumbrella360 featuring Joe Talcott on the broken agency relationship

In one of the bravura performances of this year’s Mumbrella360 conference, Joe Talcott shared his views on the broken relationship between marketers, media agencies and media owners.

The marketing veteran – whose experience includes seven years at News Limited and 17 years at McDonald’s – shared anecdotes on negotiating backstage with Steve Jobs on the day Apple launched iTunes, and set out the changing media landscape.

In a delegate feedback survey after Mumbrella 360, the session, which was also curated by Talcott, received the highest score of the conference’s 60 sessions, while Talcott was scored as the most engaging of  the event’s 200 speakers.

mUmBRELLA360logo 2012Mumbrella today publishes a video featuring highlights from the session, along with an accompanying audio podcast featuring the full 50 minutes debate and audience Q&A.

Joining Talcott on stage were Sandra Hook, former NewsLifeMedia CEO; Marion Bess, MD of Droga5; and Tara Lordsmith, GM of marketing for Simplot Australia.

In the video highlights, Talcott discusses:

  • Why agencies are idiots
  • Why marketers are idiots
  • And why media owners go along with both
  • Why you should own the media relationship
  • Why ‘respect’ shouldn’t be something earned, it should be a starting point


  • Sandra Hook on reasonable briefing
  • Marion Bess on why the best agency collaborations are yet to come
  • Tara Lordsmith on getting agencies to take ownership of the brand

You can hear the full conversation and audience Q&A on the Mumbrellacast:


You can also subscribe to The Mumbrellacast on iTunes and other podcatchers.

Direct link to Mumbrella’s iTunes store listing for the podcast


  1. bob amery
    25 Sep 12
    2:31 pm

  2. sounds like Joe is setting himself up as a pitch doctor or marketing relationship consultant and he’ll be a good one

  3. Bronte
    25 Sep 12
    8:32 pm

  4. Actually, he’ll be a great one! He is by far the most engaging, persuasive, entertaining “pitcher” out there!

  5. ashton
    28 Sep 12
    3:23 pm

  6. Joe’s always brilliant – below is actually one of his best.

    As good as anything on TED – The battle for your creative brain!