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309. Agency Rebranding Done Right, with Bill Swanston

The Innovative Agency

Release Date: 08/06/2025

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Today on The Innovative Agency Podcast, Sharon Toerek sits down with Bill Swanston, co-founder and President of Bosun, for a raw and revealing conversation about what it really takes to reinvent a legacy agency.

Bill doesn’t just share the highlight reel. He takes us inside the emotional highs and lows of letting go of a longtime identity, including the one literally tied to the founders’ names. 

From wrestling with fear and uncertainty to rallying his team around a bold new vision, Bill walks through the pivotal moments that turned a daunting rebrand into a launchpad for growth.

You’ll hear how he navigated the practical landmines like renaming the agency, earning internal buy-in, and communicating the transformation to clients and the industry. Bill also shares the unexpected lessons that come from shedding old skin and stepping fully into the future.

If your agency has ever felt stuck in its own story or you’ve wondered what it takes to truly reimagine your brand, this episode is your playbook packed with hard-won wisdom.

What you will learn in this episode: 

  • The internal catalysts for legacy agencies deciding to rebrand

  • The unique challenges and opportunities of renaming an agency when the “client” is yourself

  • How to balance founder legacy and agency evolution, while still respecting the past as you build for the future

  • The steps to a successful internal roll-out, including building consensus, fostering team buy-in, and reinforcing agency culture

  • What it means to communicate a rebrand to clients and prospects

  • How a thoughtful rollout can lead to unexpected new business

  • Lessons learned from navigating trademark and domain obstacles, and why every agency should do careful due diligence

Bio

Since 1991, Bill Swanston has been creating ad campaigns helping brands connect with people. His strategically-driven, clear-headed thinking has helped companies build relationships with customers by simply speaking their language. He co-founded the agency in 2000, co-authored A Guide to Surviving the Seismic Shift in Advertising and is an avid eater of foods. Bill’s creative credentials include work that has been recognized in almost every advertising award show including Cannes, One Show, Addy’s, Communication Arts, Hatch, Obies and Tellies.

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