How Ad Age Reporters Ewan Larkin and Brian Bonilla Built “Br-Ewan”
Watch the duo on Spotify, YouTube or Apple Podcast
A Nickname Born in Cannes
The nickname wasn’t their idea. While covering the Cannes Lions Festival, Ad Age editors started referring to Ewan Larkin and Brian Bonilla as “Br-Ewan”—a blend of their names. It captured more than just their partnership. It reflected how seamlessly the two agency reporters work together, breaking stories and building features with speed and trust.
Inside the Partnership
At Ad Age, Ewan and Brian cover agencies from every angle—breaking news, features, executive shifts, and broader industry trends. This article breaks down how they operate as a team, what makes their collaboration effective, and what professionals across media and advertising can learn from their example.
How They Work
Shared Coverage Without Ego
They do not divide beats rigidly. Instead, whoever is available jumps in. One might take the reporting while the other writes, and vice versa. “There’s so much news. There’s no time for ego,” Brian explained. Their shared goal is accurate, timely coverage—not individual credit.
Constant Communication and Trust
They are in contact daily, sometimes for hours. They bounce angles off one another, edit each other’s work, and split responsibilities fluidly. “Brian’s like, ‘Here’s an angle,’ and I say, ‘Perfect, you take it,’” said Ewan. There is a high level of trust and no territorial behavior.
Breaking News and Features with Substance
Their best stories come from instinct, not press releases. Ewan referenced his story exploring the evolving definition of independent agencies amid the rise of private equity. Brian highlighted early coverage on AI and gender. These pieces emerged from repeated industry conversations and unspoken tensions. When something kept resurfacing, they knew it was time to report.
A Shared Investment in Advertising
Both are naturally curious about the industry. Brian pointed out that if you are not interested in advertising, this beat is not sustainable. Their energy and genuine interest help them ask better questions, notice emerging trends, and write stories that add value to the conversation.
How to Pitch Them
There is no need to choose between the two. Comms professionals can pitch either reporter and expect both to see it. “There are no secrets,” Brian said. Their workflow is built on speed and transparency, so news travels quickly between them. If a story is relevant, it will get noticed.
Key Takeaways
The “Br-Ewan” dynamic works because it is built on shared purpose, clear communication, and mutual respect. Their model shows how modern journalism—and agency collaboration in general—can benefit from reduced ego, flexible roles, and trust in each other’s strengths. For those working in fast-paced industries, there is a clear takeaway: prioritize the work, not the credit.
Listen to the Full Episode
To hear the full story behind their reporting style, the pressures of breaking news, and their takes on trends like the rise of content creators and the shifting definition of an agency of record, listen to their full episode on the Breaking and Entering Advertising Podcast.
🎧 Listen now
Spotify: https://open.spotify.com/episode/6X1ckV4sNq3ZTGaMXijGkv?si=VYq3CDN0Qty-YZqzBPABgg
YouTube: https://youtu.be/xH2vGAd6z5s
Apple: https://podcasts.apple.com/us/podcast/storms-a-br-ewan/id1506434104?i=1000717955373
In this episode, you will hear:
How Brian and Ewan divide stories
Why the “independent agency” label is getting complicated
Thoughts on AI, content creators, and the evolving agency model
A rapid-fire segment on what is overrated, underrated, or properly rated
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