329. What Clients See That Agencies Miss, with Armando Turco

This episode of The Innovative Agency Podcast features a guest that has truly seen our industry from every angle. Armando Turco, President of Mojo Supermarket, has built a career that spans major creative agencies, brand consultancies, media companies and crucially, leadership roles on the client side. That journey gives him a rare, unfiltered perspective on what’s really happening inside client organizations right now.

Armando discusses what agency leaders often don’t see: the internal pressures brands face, where agencies unintentionally create friction, and why smaller, independent agencies are uniquely positioned to win in this moment of disruption.

He shares why nimbleness and entrepreneurial thinking matter more than scale, how smart use of AI can strengthen (not replace) relationships, and what agency leaders need to rethink if they want to stay relevant and profitable.

What you will learn in this episode: 

• How working on both agency and brand sides provides a fuller view that reveals hidden opportunities and risks

• The real reasons clients choose (and stay with) their agencies

• What agency leaders often overlook about their client’s world

• Why now is a uniquely good time for small, nimble independent agencies

• How AI is changing agency operations—not just as a threat, but as a tool for faster, more affordable, and bolder thinking

• The value in candid conversations and setting clear success criteria for agency-client partnerships

Bio

Armando Turco is the President of Mojo Supermarket, a certified minority owned agency headquartered in Chinatown, NYC. Mojo Supermarket helps make brands more interesting, and is the Social Content AOR for brands like TikTok, Lululemon and The Truth Initiative.

Armando Turco was previously the SVP of Global Brand & Creative at Oatly, the world’s original and largest oat milk company. In his role leading the Oatly Department of Mind Control, Armando was responsible for all global brand strategy and creative development, earning him a spot on the Adweek Creative 100.

Prior to joining Oatly, Armando spent 20 years managing brand partnerships at Vox Media and agencies including BBH and McCann. He has developed strategies and content with leading brands like Sephora, PlayStation, Johnnie Walker, Axe and Verizon. He lives in New York City with his rescue mutt Andre Johnson.

Resources:

• Website: https://mojosuper.market/

• LinkedIn Personal: https://www.linkedin.com/in/armandoturco/

• LinkedIn Business: https://www.linkedin.com/company/mojo-supermarket/

• Facebook: https://www.facebook.com/p/Mojo-Supermarket-100084526740433/

• X: https://x.com/mojosupermarket