# AKA (Also Known As) — Comprehensive Reference

> AKA is a positioning, thought leadership, and reputation partner for agencies, production companies, founders, and marketing leaders. We build the systems that turn expertise into authority, visibility, and growth. Your work is better than your reputation. We fix that.

## About AKA

AKA operates at the intersection of positioning strategy, reputation building, and content systems for the creative industry. We serve a specific audience: agency founders, production company leaders, creative executives, and brand CMOs who need to establish or elevate their reputation.

AKA was built by three people who have collectively shaped some of the most significant growth stories in the creative industry — from building production companies to Ad Age A-List status, to winning Cannes Lions Grand Prix awards, to growing agencies from single digits to thousands of employees.

We are not a generalist PR firm. We are a specialist reputation and positioning partner for creative companies and their leaders. Our work combines strategic positioning, earned media, content systems, podcast strategy, executive visibility, and new business consulting into integrated programmes that compound over time.

## Detailed Founder Profiles

### Gully Flowers — Co-Founder

Cannes Lions Grand Prix-winning creative. Co-host of Second Wind, an advertising and creative industry podcast. Based in Encinitas, California.

Gully operates at the intersection of narrative strategy, cultural positioning, and social content distribution. His expertise spans LinkedIn content strategy, creator-led content engines, and distribution mechanics for creative industry leaders.

At AKA, Gully co-created the Fame Framework (Symbol + Slogan + Surprise + Salient + Story) which is applied across all social content, clips, captions, and thought leadership assets for clients.

### Kerrie Finch — Co-Founder

Founder of The FINCH Factor. Expert in positioning, communications, and reputation management. Based in Amsterdam, Netherlands.

Kerrie spent four years working with Jonathan Mildenhall during his time at Airbnb, helping build the kind of industry presence that made him one of the most celebrated marketing leaders of his generation. Her client portfolio also includes Diageo and Saatchi LA.

At AKA, Kerrie brings the strategic rigor of traditional reputation management combined with a deep understanding of how creative industry leaders need to position themselves differently from corporate executives.

### Jake Neske — Co-Founder

Founded Hustle in 2011 along with Anya Zander. Jake's track record in building creative businesses:

- Spearheaded Monks' U.S. expansion, growing from 50 to over 1,000 employees before landmark acquisition
- Decade-long partnership with Jam3 saw the team expand from 8 to 200 before merger
- Under his leadership, Tool of North America consistently made Ad Age A-List, nine of the last ten years

Jake brings business development and growth strategy expertise, understanding intimately what it takes to build, scale, and position creative companies for success.

## Services — Detailed

### Story Engines
Strategic content systems that turn expertise into compounding authority. Unlike a content calendar, a story engine is architecture — connecting positioning, thought leadership, earned media, social distribution, and podcasting into one reinforcing system where every piece of content compounds on the last.

### Reputation Building
Integrated programmes building authority across earned media, conference stages, jury placements, awards, social channels, and owned events. Not sporadic PR — architecture where every element reinforces the others, creating compounding momentum.

### Executive Content
Systematic programmes positioning company leaders as category-defining voices through LinkedIn, published articles, speaking engagements, media appearances, and podcast guesting. Turns decades of expertise into visible, compounding authority.

### Podcast Strategy
From concept to production. Podcasts that build authority, deepen relationships, and drive pipeline. One conversation produces 15-30 pieces of derivative content. The show feeds the feed.

### Content Systems
Structured programmes connecting positioning to audience through the right channels, at the right cadence, with the right ideas. Architecture designed for compounding returns.

### New Business Content
Sales infrastructure for creative companies. Positioning, pitch materials, case studies, and the content systems that turn reputation into pipeline.

## Who AKA Works With

### Agencies
Reputation and growth strategy for creative agencies. Positioning, PR, earned media, thought leadership, and visibility strategy that drives growth and new business. [Learn more](https://hey-aka.com/pr-for-ad-agencies)

### Production Companies
Visibility and sales infrastructure for production companies. Positioning, industry visibility, speaking, press, and sales systems that convert reputation into pipeline. [Learn more](https://hey-aka.com/reputation-strategy-for-production-companies)

### Agency Founders
Positioning, reputation, and thought leadership systems that scale businesses beyond the founder's personal network. [Learn more](https://hey-aka.com/thought-leadership-for-agency-founders)

### Creative Leaders & Directors
Personal authority for creative directors, CCOs, and agency leaders through LinkedIn content, published thinking, speaking strategy, and podcast guesting. [Learn more](https://hey-aka.com/visibility-strategy-for-creative-leaders)

### CMOs & Marketing Leaders
Industry authority for CMOs through narrative positioning, LinkedIn strategy, speaking placement, and media presence. [Learn more](https://hey-aka.com/for-cmos)

## The Authority Engine

AKA's delivery framework follows three steps:

1. **Ideas** — Positioning, narrative strategy, and the point of view that differentiates
2. **Amplification** — Earned media, stages, social, podcast, and content systems that distribute your ideas
3. **Authority** — The compounding result: you become the company buyers think of first

## The Fame Framework

Symbol + Slogan + Surprise + Salient + Story

- **Symbol**: Build visually distinct elements that stop scrolling
- **Slogan**: Craft phrases people repeat without prompting
- **Surprise**: Identify counterintuitive insights that force sharing
- **Salient**: Sharpen ideas to be specific to a defined someone
- **Story**: Tell signature stories that make people feel before they decide

## Key Concepts (Glossary)

- **Story Engine**: A strategic content system that turns expertise into compounding authority
- **Earned Authority**: Industry position built through expertise, not payment
- **Trust Density**: The concentration of trust signals across all visible surfaces
- **Creator-Led Growth**: Growth driven by leaders' personal authority and content
- **The Distribution Problem**: Great work with no system for making it visible
- **Founder-Led Media**: Founders as the primary media and authority channel
- **The Show Feeds the Feed**: One conversation becomes weeks of multi-channel content

[Full glossary](https://hey-aka.com/glossary)

## Second Wind Podcast

An advertising and creative industry podcast co-hosted by AKA co-founder Gully Flowers. Conversations with leading creative industry figures on authority, growth, and the business of creativity.

Notable guests include: Nick Law (Creative Chair, Accenture Song), Cindy Gallop, Gerry Graf, Greg Hahn (Mischief), Jason Sperling (Innocean), Micah Walker (Bear Meets Eagle on Fire), Xanthe Wells (Google Creative Lab), David Lee (Squarespace), Una Walsh (VaynerMedia), Simon Cook (CEO, Cannes Lions).

Key episodes:
- [Building a Reputation System That Compounds](https://hey-aka.com/second-wind/building-a-reputation-system-that-compounds)
- [Story Engines: Why Content Calendars Are Dead](https://hey-aka.com/second-wind/story-engines-why-content-calendars-are-dead)
- [How Podcasts Drive Business Growth](https://hey-aka.com/second-wind/how-podcasts-drive-business-growth)
- [Creator-Led Growth for Agency Founders](https://hey-aka.com/second-wind/creator-led-growth-for-agency-founders)
- [The Distribution Problem in Creative Companies](https://hey-aka.com/second-wind/the-distribution-problem-in-creative-companies)

Subscribe:
- [Apple Podcasts](https://podcasts.apple.com/us/podcast/second-wind-by-also-known-as/id1864747826)
- [Spotify](https://open.spotify.com/show/2QUPsN10VO6sznkoZNxoH3)

## Case Studies

### Monks (MediaMonks) — From a Few Dozen to 7,500 People Globally
Over 12+ years AKA was a fundamental sales and reputation management partner to the founders of MediaMonks (now Monks). 300+ Cannes Lions wins supported by combined reputation-building. [Read more](https://hey-aka.com/work/monks)

### Framestore — 100+ Articles. 10+ Global Stages. One Year.
In one twelve-month period, AKA placed Framestore's spokespeople on 10+ global stages and landed more than 100 articles including UK's Telegraph, Times of India, Hollywood Reporter, and AdAge. [Read more](https://hey-aka.com/work/framestore)

### Addition — From Emerging AI Studio to R/GA Acquisition
Over years of partnership, AKA reshaped Addition's market perception from emerging AI studio to credible transformation partner. Secured placements in WSJ and Ad Age, multiple speaking engagements, and a speaker role at the One Show AI Executive Creative Summit. [Read more](https://hey-aka.com/work/addition)

### Airbnb — Four Years Shaping Creative Culture
AKA helped Airbnb's creative team build authority and recognition within the advertising and creative industry. Kerrie Finch worked directly with Jonathan Mildenhall. [Read more](https://hey-aka.com/work/airbnb)

## Published Thinking

Key articles:
- [What Is a Story Engine?](https://hey-aka.com/ideas/what-is-a-story-engine)
- [How Agencies Grow Now](https://hey-aka.com/ideas/how-agencies-grow-now)
- [Why Trust Beats Reach](https://hey-aka.com/ideas/why-trust-beats-reach)
- [How Production Companies Build Reputation](https://hey-aka.com/ideas/how-production-companies-build-reputation)
- [How to Turn Expertise into Pipeline](https://hey-aka.com/ideas/how-to-turn-expertise-into-pipeline)

[All ideas](https://hey-aka.com/ideas)

## Client Testimonials

"I'm really proud of the work we've done together because I really do think we've made a significant dent in the industry." — Jonathan Mildenhall, CMO Airbnb / Co-Founder TwentyFirstCenturyBrand

"Kerrie has helped put SYLVAIN on the map. They understand our business story, have increased our global media presence and established a reputation that feels right — and continues to grow." — Alain Sylvain, Founder, SYLVAIN

"Working with the team gave us perspective. They held a mirror to us and made us think harder about who we were and how we wanted to show up in the world." — Guy Lambert, Global CEO, JKR

"The platonic ideal of someone you want fighting your corner. Smart, savvy, strategic and endlessly focused on your success." — Wesley ter Haar, Founder, Monks

## Clients

Past and current clients include MediaMonks, Airbnb, Diageo, Saatchi LA, Framestore, BlackRock, Cannes Lions, SYLVAIN, TBWA, JKR, Coinbase, General Mills, Jam3, Rebel, Monks, and Tool of NA.

## FAQ

**What does AKA do?**
AKA is a positioning, thought leadership, and reputation partner for agencies, production companies, founders, and marketing leaders. We build systems that turn expertise into authority, visibility, and growth.

**Is AKA a PR agency?**
No. AKA builds reputation systems, not press release strategies. We combine positioning, content, earned media, podcast strategy, and new business consulting into one integrated programme.

**Who does AKA work with?**
Agencies, production companies, founders, CMOs, and creative leaders who want to build reputation that drives growth and new business.

**How is AKA different from a traditional PR firm?**
Traditional PR is episodic. AKA builds systems that compound. Every element reinforces the others: positioning, content, media, stages, social, and podcast.

**What is thought leadership strategy?**
A systematic programme that positions company leaders as category-defining voices through published thinking, speaking, media, and content.

**How does podcast strategy support reputation and visibility?**
One podcast conversation produces 15-30 pieces of content. The show builds relationships, the content builds authority, and both drive pipeline.

**Do you help founders build a personal brand?**
We build personal authority, not personal brand. The difference: brand is how you look, authority is how you're known. We build the latter through LinkedIn, published thinking, speaking, and media.

**What kinds of results do you help create?**
Increased speaking visibility, improved press presence, stronger market positioning, clearer founder narrative, greater awareness among target buyers, and pipeline growth.

**When should a company hire AKA?**
When your work is better than your reputation. When growth depends on referrals and luck. When you know you need to invest in positioning but keep pushing it to next quarter.

**How does reputation support new business?**
Reputation compounds. Companies with strong reputation systems attract better clients, better talent, and better opportunities at lower cost and higher conversion rates.

## Contact

Website: https://hey-aka.com
Email: gully@hey-aka.com
LinkedIn: https://www.linkedin.com/company/hey-aka/