272. Considerations for Agencies Managing Rebrands, with Darren Horwitz
Release Date: 11/06/2024
294. Smarter Video for Modern Agencies, with Patrick Taggart
The Innovative Agency
Today The Innovative Agency Podcast welcomes Patrick Taggart, Chief Creative Officer of SkyBlue Creative, for a candid conversation about the power and challenges of video in modern brand storytelling. As agencies face questions about authenticity, AI, and the pressure to “go big” with video content, Patrick explores his approach to unscripted, conversational video that brings out the genuine stories behind brands. He shares how agency leaders can confidently guide clients through the video creation process, avoid common pitfalls, and utilize video as a tool for both growth and...
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293. The Niche Blueprint, with Erik Olson
The Innovative Agency
In this episode of The Innovative Agency Podcast, Sharon Toerek sits down with serial entrepreneur Erik Olson, CEO of several thriving digital marketing agencies. Erik pulls back the curtain on his journey from running a single agency to building a powerful network under a holding company model. Erik shares the bold choices behind specialization versus diversification, and how each path impacts growth, scalability, and long-term sustainability for agencies. His entrepreneurial insights offer both a blueprint and a forecast for agency leaders eager to explore new frontiers. What you will learn...
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292. The AI Advantage, with Mike Todasco
The Innovative Agency
On this episode of The Innovative Agency Podcast, Sharon Toerek explores the game-changing impact of AI in marketing agencies with guest Mike Todasco—former VP of Innovation at PayPal and now a professor at San Diego State University. This episode tackles the big questions: How can AI elevate agency-client relationships? Where do the biggest opportunities (and risks) lie? Mike shares how to cut through the hype to uncover practical, real-world strategies agencies can use to stay ahead, adapt, and harness AI for greater innovation and profitability. What you will learn in this...
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291. Buyer Psychology Meets AI, with Rai Cornell
The Innovative Agency
On this episode of The Innovative Agency Podcast, Sharon Toerek explores the fascinating intersection of buyer psychology and AI-driven marketing with Rai Cornell, Founder of Cornell Content Marketing. With a background in psychology, Rai brings a unique perspective on how human behavior shapes effective content strategies. She unpacks the role of human insight in modern marketing, revealing how agencies can seamlessly blend AI technology with traditional, human-led approaches to build trust, create deeper connections, and craft high-impact marketing funnels. What you will learn in this...
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290. AI: Opportunity vs. Risk, with Adam Nathan
The Innovative Agency
In this episode of The Innovative Agency Podcast, Adam Nathan of Blaze AI joins Sharon Toerek to discuss the integration of AI into agencies, exploring both the opportunities it presents and the fears it evokes. Adam shares insights into how agencies can leverage AI to enhance their operations and outlines strategies for agency leaders to position themselves for future success. Discover how forward-thinking agencies are using AI to not only maintain but also enhance their value to clients. What you will learn in this episode: How agencies can leverage AI tools like to...
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289. Turn Niche into Revenue, with Tom Conlon
The Innovative Agency
In this episode of The Innovative Agency Podcast, Sharon Toerek sits down with Tom Conlon, Founder of North Street, a branding-focused agency based in New York. Tom made a bold strategic move, doubling down on a niche, and that led to the launch of his new venture, Circulent. He was able to harness his team’s existing skills to turn specific expertise into a standalone revenue stream. Tom provides insights on how to innovate within your agency to create new revenue streams while maintaining the vitality of your core business. This conversation explores the power of niching down and...
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288. CEO Essentials, with Brad Farris
The Innovative Agency
Sharon Toerek sits down with Brad Farris, Principal of Anchor Advisors, for a powerful conversation on The Innovative Agency Podcast. This episode tackles a critical yet often overlooked question: What is the real role of a CEO in an agency? Brad breaks down the key responsibilities that separate working in the business from working on it—and why that distinction is vital for growth and innovation. Packed with practical strategies, this discussion is a must-listen for agency leaders ready to elevate their leadership and scale with intention. What you will learn in this episode: ...
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287. Video's Transformative Role in Agencies, with Hope Horner
The Innovative Agency
Today on the Innovative Agency Podcast, Sharon Toerek is joined by Hope Horner, Founder and CEO of Lemonlight. In a rapidly changing landscape where video content has become indispensable for brands, Hope shares her expertise on how marketing agencies can capitalize on this trend. This discussion delves into the democratization of video, identifying missed opportunities for brands, and the rise of user-generated content. Hope also provides insights into collaborating successfully with video production firms while navigating the complexities of the digital landscape. Listen in to discover...
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286. User-Generated Content Trends, with Leah Messina
The Innovative Agency
Today on the Innovative Agency Podcast, Sharon Toerek is joined by Leah Messina, Founder of Sinuate Media. Leah delves into the dynamic world of user-generated content, shedding light on its evolution from traditional influencer strategies to fostering authentic connections with consumers. As agencies grapple with trust and authenticity challenges in today's digital marketplace, Leah provides actionable insights on how to harness the power of genuine consumer interaction and innovate agency practices. Whether it's understanding the intricacies of community management or navigating...
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285. Podcast Marketing Secrets, with Tom Schwab
The Innovative Agency
In this episode of The Innovative Agency, Sharon Toerek sits down with Tom Schwab, CEO and Founder of Interview Valet, to explore the dynamic world of podcasting as a tool for agency growth. They delve into the benefits and pitfalls of hosting your own podcast, and the powerful impact of being a guest on other shows through structured interview marketing. Tom shares insights on how to effectively use podcast guest appearances to reach the right audience and generate impactful results, while also highlighting how to leverage this content for maximum brand exposure and client acquisition. What...
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In this episode of The Innovative Agency Podcast Sharon Toerek sits down with Darren Horwitz from TenTen Group to delve into the intricacies of branding and rebranding. Darren shares his expertise on the importance of "brand empathy," taking a consultative approach, and the critical role agencies play in successful brand transformations.
Darren shares how marketing agencies can leverage their roles as third-party auditors, overcome common challenges faced by CMOs, and drive successful rebranding initiatives by involving diverse perspectives within an organization.
What you will learn in this episode:
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The vital role of "brand empathy" in making successful brand changes, and how overlooking it can lead to missed opportunities.
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The benefits of a consultative approach to rebranding.
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Challenges faced by senior marketing leaders in the current landscape.
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How including diverse perspectives within the organization can transform employees into passionate brand ambassadors.
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Strategies agencies can use to counter scope creep and manage resources effectively during the rebranding process.
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How brand interactions influence consumer purchasing decisions and the importance of consistent brand experiences.
Bio
With a keen eye for efficiency, Darren Horwitz has been instrumental in helping clients build their brand activation plans and ongoing management models, no matter where they’re starting from. He finds great satisfaction in creating the strategic, tactical, and practical solutions that lead to client success and has a passion for managing details, working hard, and forging long-lasting relationships.
Prior to founding TenTen, Darren served as Senior Director of Implementation for FutureBrand, where he built the implementation and brand governance concepts into defined disciplines within the company. His solutions helped deploy and govern global brands at scale, including American Airlines, Axalta Coating Systems, Cadillac, Dow, Exelon, Pitney Bowes and USAA.
Resources:
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Website: https://www.tentengroup.com/
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LinkedIn Personal: https://www.linkedin.com/in/darrenhorwitz/
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LinkedIn Business: https://www.linkedin.com/company/tenten-group/
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Instagram Business: https://www.instagram.com/tentengrp/