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286. User-Generated Content Trends, with Leah Messina

The Innovative Agency

Release Date: 02/26/2025

307. Growing Your Agency by Stepping Away, with Louise Oliver show art 307. Growing Your Agency by Stepping Away, with Louise Oliver

The Innovative Agency

Today on The Innovative Agency Podcast Sharon Toerek welcomes Louise Oliver, Founder and CEO of Peritus PR, for a story that doesn't get told nearly enough, but every agency owner needs to hear it. Louise discusses the bold and deeply personal decision to hit pause and step away entirely from the business she built.  Not just a vacation. A real, extended break. And what happened next? Transformation for her agency, for her team, and for her as a leader.  In an industry that rarely slows down, the idea of walking away even temporarily feels both daunting and impossible, but Louise...

info_outline 306. How to Shorten + Improve the Agency Sales Cycle, with Taylor Frame show art 306. How to Shorten + Improve the Agency Sales Cycle, with Taylor Frame

The Innovative Agency

Today on The Innovative Agency Podcast, Sharon Toerek is joined by Taylor Frame, Chief Revenue Officer at Best Practice Media. Taylor knows what it really takes to grow agency revenue in a market that’s full of hesitation and slow-moving buyers. With economic uncertainty and client priorities shifting by the week, Taylor shares a refreshingly honest take on the sales challenges agencies are up against, and how to turn data into your secret weapon. From shortening decision cycles to keeping projects alive when clients get skittish, Taylor delivers practical strategies to stay confident, stay...

info_outline 305. Evolving PR in a Noisy World, with Jennifer Kaplan show art 305. Evolving PR in a Noisy World, with Jennifer Kaplan

The Innovative Agency

On this episode of The Innovative Agency Podcast, Sharon Toerek is joined by Jennifer Kaplan, Founder of Evolve PR and Marketing, an industry veteran who’s had a front-row seat to the seismic shifts reshaping how we communicate. In a marketing landscape defined by constant change, Jennifer breaks down what’s actually working today in PR, from the rising influence of podcasts and creators to the high-stakes game of personal branding. She shares how agency leaders can evolve their approach, strike the right balance between traditional media and emerging channels, and safeguard their...

info_outline 304. AI and Agency Leadership – In Real Life, with Lori Highby show art 304. AI and Agency Leadership – In Real Life, with Lori Highby

The Innovative Agency

This episode of The Innovative Agency Podcast welcomes Lori Highby, CEO and Founder of Keystone Click, for an honest and practical conversation about what it really looks like to run a digital agency in the age of AI.   Lori shares how her and her team are weaving AI into daily operations, not just the flashy stuff, but the messy, behind-the-scenes realities most agencies aren’t talking about. She tackles how AI is rewriting the customer journey, reshaping content strategy, and forcing agencies to rethink their competitive edge from the ground up.   If you’re feeling...

info_outline 303. Stop Churn for Long-Term Client Retention, with Chip Griffin show art 303. Stop Churn for Long-Term Client Retention, with Chip Griffin

The Innovative Agency

This episode of The Innovative Agency Podcast examines a challenge every agency leader has faced at one point or another: watching a promising new client relationship fall apart too soon. Today’s guest is Chip Griffin, Founder of the Small Agency Growth Alliance (SAGA), and he’s here to unpack how to set agency-client relationships up for success before the contract is even signed. Chip candidly discusses why client churn happens more often than it should, and why misaligned expectations are usually to blame. He brings sharp, practical advice on how to ask better questions, uncover what...

info_outline 302. How to Optimize Your Digital Marketing, with Saul Marquez show art 302. How to Optimize Your Digital Marketing, with Saul Marquez

The Innovative Agency

This episode of The Innovative Agency Podcast welcomes Saul Marquez, Founder and CEO of Outcomes Rocket, an expert in digital marketing for the healthcare sector. Saul dives into the core challenges agencies face in proving the effectiveness of digital campaigns and building lasting client trust, especially when expectations and reality don’t always match up.  Saul breaks down the critical framework of assessing client digital maturity, dominating a niche, and establishing measurable KPIs. Listen in for actionable strategies on how to have tough client conversations and position your...

info_outline 301. Agency Business Development – Hope is Not a Strategy, with Tom Martin show art 301. Agency Business Development – Hope is Not a Strategy, with Tom Martin

The Innovative Agency

Today’s episode of The Innovative Agency Podcast is a must-listen if you’ve ever found yourself staring down an empty pipeline, wondering where your next opportunity will come from. Sharon Toerek is joined by Tom Martin, Founder and CEO of Converse Digital.  Tom doesn’t pull punches when it comes to one of the most critical and overlooked agency challenges: consistent business development in an unpredictable market. Tom discusses why “hope is not a strategy” and delivers practical, proven frameworks that help agencies build resilient pipelines.  From earning trust by...

info_outline 300. Rapid Growth Roadmap for Agencies, with Stephanie Spicer show art 300. Rapid Growth Roadmap for Agencies, with Stephanie Spicer

The Innovative Agency

Leading a fast-growing agency comes with unique challenges. How do you scale at speed without losing your culture, your talent, or your edge? This special milestone episode of The Innovative Agency Podcast (we’ve hit 300 episodes today, all!) features Stephanie Spicer, President of Luquire, an agency recognized for its rapid growth and innovative leadership.  Stephanie candidly discusses Luquire’s strategic approach to combining intentional goal-setting, transparent leadership, and a values-driven culture to fuel sustainable growth. She also shares the real-world practices behind...

info_outline 299. Managing Agency Chaos, with Karl Sakas show art 299. Managing Agency Chaos, with Karl Sakas

The Innovative Agency

This episode of The Innovative Agency Podcast welcomes back Karl Sakas, a familiar and trusted voice in the agency world. Through Sakas & Company, Karl offers custom consulting, executive coaching and training programs and products to help agency owners “up-level” at their agency. He joins this episode of The Innovative Agency to share powerful and practical strategies straight from his latest book, Calm The Chaos, for agency leaders juggling relentless client demands and economic pressures.  Knowing where to turn first to restore calm and focus can feel like a big challenge....

info_outline 298. Leading Agencies Through Transition, with Ellen Praytor Faulkner show art 298. Leading Agencies Through Transition, with Ellen Praytor Faulkner

The Innovative Agency

In this episode of The Innovative Agency, Sharon Toerek is joined by Ellen Praytor Faulkner, CEO of Lewis Communications, a performance marketing powerhouse with deep roots and a forward-thinking edge. Ellen opens up about what it really takes to lead an agency through transition, stepping into the CEO role in the wake of COVID and steering through the ripple effects of economic headwinds and rapid tech shifts.  She shares hard-earned insights on guiding both teams and clients with empathy, clarity, and a firm grip on strategy. Ellen shares why those traits aren’t just nice to have, but...

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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 the ever-shifting landscape of influencer credibility, Leah's expertise offers valuable direction for agency leaders looking to thrive in this evolving ecosystem.

What you will learn in this episode: 

  • The evolution of influencer marketing and its impact on trust in user-generated content.

  • Strategies for encouraging authentic consumer-generated reviews and their legal implications.

  • How to create immersive environments for video content creation that enhance brand experience.

  • Tips for setting up effective and safe user communities while avoiding potential pitfalls.

  • Navigating the ethical dilemmas of AI usage in consumer-generated content.

Bio

Leah Messina is a seasoned digital marketing leader and entrepreneur with over 20 years of experience driving innovation and growth. As the Founder and CEO of Sinuate Media, she pioneered Organic Marketing™—a distinctive strategy that integrates digital and traditional approaches to deliver authentic brand engagement. Her expertise has empowered industry leaders such as GEICO, Black & Decker, and The History Channel, as well as emerging startups, to harness cutting-edge marketing technologies for strategic growth.

Under Leah’s leadership, Sinuate Media has expanded its impact across healthcare, food & beverage, construction, and higher education, supporting clients with tailored, results-driven solutions.

Resources: