The Innovative Agency

The Innovative Agency is a podcast that exists to help marketing agency leaders answer the question: “What’s Next?”. How are agencies staying on the cutting edge of marketing trends? How are they adapting their businesses to meet new business challenges in the agency world? Hosted by marketing law and intellectual property lawyer Sharon Toerek, we’ll talk with agencies who are at the cutting edge of innovation and industry experts who have a front row seat to the practice of innovation in today’s marketing, communications and creative agencies. The goal is to help listeners learn to look around the corner to spot their next opportunity. Sharon will share her expertise along the way about how to legally protect your agency’s assets, and how to turn your agency’s innovation into cash.

362. Essential Elements of Agency Growth, with Amanda DeVito 08/19/2026

362. Essential Elements of Agency Growth, with Amanda DeVito On this episode of The Innovative Agency Podcast, Sharon Toerek chats with Amanda DeVito, Chief Marketing Officer of women owned and led Butler/Till, to explore how employee ownership, strategic specialization, and a culture of accountability have fueled the agency’s remarkable growth. Amanda shares how treating employees as true partners creates an owner’s mentality that strengthens trust, encourages innovation, and empowers people at every level of the agency to contribute to its success. She also digs into the role emerging technologies like AI and agentic advertising will play in the next chapter of agency growth, and why leaders need to approach disruption with both fearlessness and rigor. This conversation offers a powerful reminder that sustainable growth starts with giving your people ownership, embracing innovation, and building a culture equipped to adapt. What you will learn in this episode: Why independent agencies are facing a moment of both tremendous opportunity and deep uncertainty about the future of their business models The distinction between AI as a tool to improve operational efficiency and AI as a competitive differentiator in agency positioning What agencies that successfully leverage AI are doing differently Why intellectual property (IP) and proprietary methodologies offer a path to higher margins and long-term agency value in an AI-driven world A perspective on keeping grounded and serving clients’ true needs in turbulent times Bio Amanda DeVito is Chief Marketing Officer at Butler/Till, responsible for driving strategic thinking, creative solutions, and innovation across the agency. As CMO, she is integral in setting the future course of the agency. Amanda has 20+years of experience assisting clients, agencies and brands generate effective results, with core competencies across Business/Disruption and strategy. Resources: Website: LinkedIn Personal: LinkedIn Business: /episode/index/show/b40d9b94-3bc5-4169-b4ea-01d5f106b065/id/42473990

361. Defining Agency Growth From Every Angle, with Dominic Tremblay 08/12/2026

361. Defining Agency Growth From Every Angle, with Dominic Tremblay On this episode of The Innovative Agency Podcast Sharon Toerek welcomes Dominic Tremblay, co-founder and CEO of international creative agency Tux, for a conversation about what sustainable agency growth really looks like in an increasingly unpredictable market. As economic uncertainty, shifting client expectations, and rapid technological changes continue to transform the industry, Dominic explains how leading with intention, rather than reacting to every challenge, has helped Tux expand into new markets, embrace innovation, and build a lasting competitive advantage. From integrating AI and CGI into the agency's offerings to building a people-first culture that supports long-term success, this episode explores the strategic choices that separate agencies that merely survive from those that continue to thrive. What you will learn in this episode: Why growth for independent agencies demands more than just chasing big-name clients The evolving demands of agency business models amid shrinking budgets, the rise of value pricing, and persistent myths about AI making everything “cheaper” Why most clients don’t actually care how many days you’re in the office What it takes to build a talent-first team How intentional iteration is shaping the future of creative agency growth Bio Dominic Tremblay, Co-founder & CEO of TUX, is a creative leader and agency executive who helps brands grow through strategic creativity. With more than 20 years in marketing and advertising — on both the client and agency side — Dominic brings a rare dual perspective that bridges business objectives with bold, effective creative. He has led global campaigns, launched hundreds of products and services, and helped scale brands across categories by aligning strategy, execution, and storytelling under one cohesive vision. Resources: Website: LinkedIn Personal: LinkedIn Business: Instagram: /episode/index/show/b40d9b94-3bc5-4169-b4ea-01d5f106b065/id/42388955

360. The Attribution Illusion, with Cimin Cohen 08/05/2026

360. The Attribution Illusion, with Cimin Cohen On this episode of The Innovative Agency Podcast, Sharon Toerek sits down with Cimin Cohen, CEO and Founder of Idea Peddler, an independent, woman-owned creative and media agency specializing in destinations, hospitality brands, and experience-driven organizations. Cimin unpacks the "attribution illusion" reshaping today's media landscape and reveals why the metrics agencies rely on most don't always reflect true business impact. Drawing on experience from both global agency networks and independent firms, she explores how hidden incentives, flawed reporting, and a lack of transparency can erode client trust, and what agency leaders can do to deliver more meaningful results. If you're looking to strengthen client relationships through greater transparency, smarter media strategy, and a clearer understanding of what success really looks like, this is a conversation you won't want to miss. What you will learn in this episode: The true impact of rollups and M&A activity on agency talent, creativity, and client results The hidden incentives and pricing misalignments that prevent a level playing field for independent agencies How shifting privacy regulations and shrinking data panels are quietly undermining the reliability of today’s attribution models The most important questions agency owners should be asking media partners about data, transparency, and measurement Why strategic alliances can be the best defense for creative and comms shops managing media budgets Concrete ways to have more honest, trust-building conversations with brands about what real impact measurement should look like Bio A native Austinite, Cimin Cohen has been in the media industry for over a decade on both the agency and publisher sides. During this time, she has led cross-channel strategic media planning and buying for Fortune 500 companies including Best Buy, Microsoft, Intel, Zurich Insurance, and Kraft Foods. ‍After honing her chops at large agencies like Starcom, MediaVest and Mindshare, Cimin realized there had to be a better, more streamlined way to help brands achieve their advertising goals. Idea Peddler was born out of the need to have a new model for the 21st century—one where there are no bureaucratic layers, work gets done efficiently and on time, and we all get to work with nice people. ‍Cimin has a strong foundation in both traditional and digital media and specializes in crafting strategies for cross-channel campaigns, using a mix of local and national media. She helped launch and sat on the board of the Women in Wireless Chicago chapter in addition to launching Microsoft’s first B2B programmatic display campaign. Prior to that, she deployed the first e-commerce integration and mobile ads for Spiceworks, a social-tech company based in Austin. ‍She currently leads planning and buying for New Mexico Tourism, Taos Ski Valley, City of Palm Desert, NOLS, Georgia O’Keeffe Museum, and other brands, with a focus on strong planning foundations and maximum budget efficiency. Resources: Website: LinkedIn: /episode/index/show/b40d9b94-3bc5-4169-b4ea-01d5f106b065/id/42312770

359. Winning Search in the AI Era, with Justin Inman 07/29/2026

358. The Culture Advantage, with Courtney Cotrupe 07/22/2026

358. The Culture Advantage, with Courtney Cotrupe On this episode of The Innovative Agency Podcast Sharon Toerek sits down with Courtney Cotrupe, CEO of Partners + Napier, for a conversation about leading an independent agency through founder succession while preserving the values that fuel long-term success. Courtney shares why culture and collaboration have become a competitive advantage, how agency business development has evolved, and what differentiates employee-owned agencies in today's marketplace. If you're navigating change, planning for the future, or looking for new ways to strengthen your agency's position in an increasingly crowded industry, this episode offers practical insights and fresh perspectives you won't want to miss. What you will learn in this episode: Why agency culture can make or break your client relationships What it takes to honor a founder’s legacy while establishing a new vision The growing pains that come with scaling an independent agency The hard truths about business development in a turbulent market, and what’s changed for independents over the past two years Where real collaboration happens in the agency world The implications of increased M&A and private equity money in the independent agency space Bio Courtney Cotrupe leads with a perfect mix of sharp strategy, collaborative style, and creative soul. As CEO of Partners + Napier, she oversees all client partnerships and operations with a forward-thinking vision that continually evolves talent and capabilities. Under her leadership, the agency has added major brands like Royal Caribbean, Checkers & Rally’s, and MD Live, while expanding capabilities with in-house media, analytics, and Gammut Productions — a full-scale content studio. Courtney also serves on the national AAF board, chairs the 4As New York State Council, and sits on the board of Foodlink. Resources: Website: LinkedIn Personal: LinkedIn Business: /episode/index/show/b40d9b94-3bc5-4169-b4ea-01d5f106b065/id/42164505

357. The Future of Agency Strategy, with Mike May 07/15/2026

357. The Future of Agency Strategy, with Mike May Joining this episode of The Innovative Agency Podcast is Mike May, Chief Strategy Officer at Fifty Thousand Feet, for a conversation about the evolving role of strategy in the AI era. Mike reveals how agencies can use AI not simply as a productivity tool, but as a strategic partner that accelerates, augments, and elevates their thinking. He shares a practical framework for preserving the uniquely human insights clients value most, while adapting to rising expectations for speed, efficiency, and measurable impact. This episode offers agency leaders actionable guidance for protecting and expanding their strategic value in a rapidly changing industry. What you will learn in this episode: How AI is redefining the role of the Chief Strategy Officer and reshaping what clients value in agency partnerships Why efficiency isn’t the smartest way to talk about AI with clients What “acceleration,” “augmentation,” and “elevation” truly mean for agency strategy How to protect your agency’s core value in a world where clients could use the same tools What happens when junior talent doesn’t get foundational training How agencies can use freed-up resources to deepen partnerships and foster organic growth with clients Bio Mike May brings more than 25 years of experience across all flavors of strategy. He was previously the GVP of Strategy at Huge, overseeing business, brand, product and content strategy, as well as research and analytics. He has also held senior leadership roles the Interactive Advertising Bureau, and Jupiter Communications (now Forrester Research), and helped pioneer global e-commerce initiatives at Avon. Mike has published over 100 articles and research reports on brand, business and marketing strategy, has appeared on CNN, CNBC, Good Morning America, and has been quoted in The Economist, WSJ, The New York Times and others. He has degrees in English from Colgate University and the University of British Columbia and a MBA from NYU. Mike is based in FTF’s DC office. Resources: Website: LinkedIn Personal: Linkedin Business: /episode/index/show/b40d9b94-3bc5-4169-b4ea-01d5f106b065/id/42068955

356. Breaking the Growth Bottleneck, with Shauna Nuckles 07/08/2026

356. Breaking the Growth Bottleneck, with Shauna Nuckles On this episode of The Innovative Agency Podcast we welcome Shauna Nuckles, CEO and Founder of Advocation, for a conversation about what drives sustainable agency growth. Shauna unpacks the hidden operational bottlenecks that keep agencies stuck, the leadership habits that quietly limit progress, and why productized services, smarter systems, and a clear definition of success matter more than relentless expansion. Whether you're navigating the founder's bottleneck, preparing your agency for its next stage, or simply looking to build a business that's more profitable, scalable, and aligned with your goals, Shauna shares practical frameworks and candid advice to help you move forward with confidence. What you will learn in this episode: The inflection points where most agencies hit their biggest growth bottlenecks, and what typically triggers them The right way to define what “success” looks like for your agency beyond just chasing headcount or revenue benchmarks How to productize your agency’s methodology and reporting approach to drive retention and stand out in a crowded market Why sticky, outcome-based client engagements matter more than ever as AI commoditizes creative execution How small, nimble agencies can use technology to deliver greater impact and profit without adding headcount Bio Shauna Nuckles is the Founder of Advocation, an operations consultancy that helps agency owners turn burnout-prone firms into transferable, wealth-building businesses. She’s supported more than 5,000 agency professionals and created the Agency to Asset® methodology, recognized by Inc. magazine for reshaping how agencies grow beyond their founder. Known for transforming chaos into clarity and building systems that scale, Shauna brings a rare operator’s lens on what makes agencies last and how leaders can reclaim time, profit, and sanity. Resources: Website: LinkedIn Personal: LinkedIn Business: /episode/index/show/b40d9b94-3bc5-4169-b4ea-01d5f106b065/id/41991795

355. Proving Agency ROI, with Robb Fahrion 07/01/2026

355. Proving Agency ROI, with Robb Fahrion On this episode of The Innovative Agency Podcast, Sharon Toerek welcomes Robb Fahrion, Founder and CEO of Flying V Group, for a conversation about the realities of measuring and communicating ROI in today’s agency environment. Together, they explore how agencies can set expectations from the very beginning, identify potential red flags during the sales and onboarding process, and create stronger partnerships built on transparency and shared goals. Robb shares insights on navigating difficult client conversations, aligning around meaningful metrics, and demonstrating value that extends beyond what can be captured in a dashboard. If you're looking for ways to strengthen client relationships, improve retention, and ensure your agency is recognized for the results it delivers, this is a conversation you won't want to miss. What you will learn in this episode: Why data transparency between agencies and brands often breaks down The crucial early red flags that warn an engagement might be doomed How to set realistic expectations for ROI, even when a client won’t lay all their cards on the table The overlooked ways agencies actually deliver value beyond just profit points and campaign KPIs The role of internal systems in defining successful partnerships What agency leaders can do to reclaim the narrative on ROI Why embracing tough conversations up front leads to better organic growth with existing clients Bio Robb Fahrion is the Founder and CEO of Flying V Group, a leading digital marketing and advertising agency located in Newport Beach, CA. Robb and his team have served over 400+ clients with go-to-market and strategic marketing initiatives in order to drive new levels of profitability and success. Robb is also an avid angel and seed investor that focuses on founder led businesses that are looking to revolutionize their specific category. Resources: Website: LinkedIn Personal: LinkedIn Business: Marketing Consultants: Seal the Deal with Marketing Questions to Ask Clients: /episode/index/show/b40d9b94-3bc5-4169-b4ea-01d5f106b065/id/41907605

354. The Global Growth Playbook, with Martin Calvert 06/24/2026

353. Scaling Agency Talent, with Andy Nathan 06/17/2026

353. Scaling Agency Talent, with Andy Nathan On this episode of The Innovative Agency Podcast, Sharon Toerek welcomes Andy Nathan, Founder of Fortnight Collective, to reimagine the traditional agency model. Andy shares how Fortnight has built a powerful hybrid collective structure, combining a strong core team with an extensive network of specialized freelance talent to deliver speed, flexibility, and expertise at scale. He also offers insights into building a business designed for adaptability in an industry where client expectations continue to evolve. If you're thinking about the future of agency growth, talent strategy, or how to create a more flexible and resilient business model, this episode offers valuable lessons from a leader who is helping redefine what modern agency success looks like. What you will learn in this episode: Why independent agencies are finding themselves stuck between moving too fast without depth and moving too slow The new realities facing indie agencies Steps to assemble and manage an ever-growing network of specialist talent, and how this model allows for rapid, custom-built teams What most agency owners get wrong when trying to build a freelance network How the evolving marketplace has shifted both brand expectations and freelancer realities Why transparency around AI-generated creative is the new currency of consumer trust Bio Andy Nathan is the visionary behind Fortnight Collective. His experience as CMO of Victors & Spoils, Managing Director of TBWA\Chiat\Day NY, and VP/Account Director at CP+B, plus roles at BBH NEW York, Ogilvy New York, and London inspired him to create the BrandHack – combining the best industry talent with limited time to make great work. His work on brands such as IBM, Miller Lite, Microsoft Windows, McDonald’s, and Smirnoff has led to a variety of award-winning campaigns including Cannes Lions, Effies, One Show, and ANDY Awards. When Andy’s not working, he’s wrangling kids, skiing, and coaching lacrosse. Resources: Website: Linkedin Personal: LinkedIn Business: X: /episode/index/show/b40d9b94-3bc5-4169-b4ea-01d5f106b065/id/41665005

352. Referral Growth Engine, with Dan Englander 06/10/2026

351. AI Meets Authenticity, with Jesse Lipson 06/03/2026

351. AI Meets Authenticity, with Jesse Lipson On this episode of The Innovative Agency Podcast, Sharon Toerek welcomes Jesse Lipson, Founder of Levitate and a seasoned technology entrepreneur, for an insightful conversation about staying genuinely connected in a world overflowing with automation. Agency leaders know relationships drive growth, referrals, and long-term client trust. But, meaningful outreach often gets buried beneath deadlines, deliverables, and the daily scramble of running the business. Jesse Lipson saw this firsthand through his wife’s agency experience, and it ultimately inspired him to build Levitate to be a platform designed to help professionals strengthen relationships at scale without sacrificing authenticity. Jesse shares how agencies can use “keep in touch” systems to create more personalized communication, deepen trust with clients and prospects, and finally make relationship-building a consistent business practice instead of an afterthought. If you want to use technology to strengthen relationships, this conversation offers a practical and refreshing perspective on what authentic outreach should look like in the AI era. What you will learn in this episode: Why most agencies struggle to keep in touch with important contacts (and what that’s costing them) The gap between transactional marketing tools and the deeply personal connections that actually drive referrals How technology and AI can augment, not replace, authentic outreach for agencies and their clients Why relying solely on automated messaging risks eroding trust How AI agents might soon revolutionize the way agencies stay top-of-mind The power, and the payoff, of long-term relationship building, even when it feels like a slow burn Bio Jesse Lipson is the Founder and CEO of Levitate, a SaS relationship marketing platform on a mission to help small businesses build authentic, human connections at scale. He previously founded ShareFile in 2005, bootstrapping it to over four million users and a $93 million acquisition by Citrix in 2011, where he later served as Corporate Vice President and General Manager of Citrix Cloud Services. A self-taught software developer, Jesse launched his first company at age 23 and earned a philosophy degree from Duke University. He co-founded Raleigh Founded, a coworking community for entrepreneurs, and started Levitate through his holding company Real Magic. In 2023, he led a successful Series C raise of approximately $14 million, scaling Levitate to more than 4,000 small business customers nationwide. In addition to his role at Levitate, Jesse serves as an independent director at Yext and is on the board of Green Places, reinforcing his leadership in both technology and community-driven ventures. He was also named Tech CEO of the Year at the 2023 NC TECH Awards, further solidifying his reputation in North Carolina’s tech ecosystem. A lifelong entrepreneur with a passion for creativity and community, Jesse lives in Raleigh, North Carolina, with his wife, fellow entrepreneur Brooks Bell, and their dog Cecil. Resources: Website: LinkedIn Personal: LinkedIn Business: Instagram: /episode/index/show/b40d9b94-3bc5-4169-b4ea-01d5f106b065/id/41506680

350. Scaling Through Acquisition, with Scott Brandon 05/27/2026

350. Scaling Through Acquisition, with Scott Brandon On this episode of The Innovative Agency Podcast, Sharon Toerek sits down with Scott Brandon, CEO and Founder of The Evoq Group, for a conversation about what it takes to scale an agency through acquisition instead of relying solely on organic growth. From an unexpected transition out of law and into agency leadership, Scott shares how he transformed a small family agency into a growing portfolio of specialized businesses spanning search, social, Amazon, and production services. Scott details the real-world opportunities and challenges that come with growth through M&A, including how agency leaders can evaluate whether to buy or build new capabilities, navigate the risks that come with expansion, and protect the intellectual property that creates long-term value. If your agency is considering new paths to growth, or you’ve ever questioned whether acquisition could accelerate your competitive advantage, this conversation offers an insightful look at how strategic expansion can reshape the future of an agency. What you will learn in this episode: Why Scott pivoted from law to agencies, and how his unique background shaped his growth strategy How to evaluate whether acquisition or organic growth is right for your agency The operational complexities and advantages of maintaining distinct agency identities under one umbrella How to build and leverage IP inside a service business The critical role of talent development and cross-agency mobility in creating an attractive environment for high-performers The realities and requirements of funding acquisitions, from personal guarantees to access to capital What the current M&A climate means for small agencies Bio Scott Brandon is CEO of The EVOQ Group, a strategic collective of independently owned, best-in-class marketing agencies created to challenge the traditional holding company model. He works closely with agency leaders and brands to drive growth through integrated strategy, performance marketing, creative development, and cross-disciplinary collaboration. Through EVOQ, Scott champions a flexible model that brings together specialized agencies across brand strategy, PR, media, social, search, eCommerce, and production to deliver tailored, scalable solutions. His work is focused on helping independent agencies stay competitive, innovate, and unlock new growth opportunities in a rapidly evolving marketing landscape. With decades of experience across the marketing ecosystem, Scott brings an operator’s perspective on leadership, agency evolution, and what it takes to build and sustain momentum over time. He is an active voice in industry conversations around independence, growth, and the future of the agency model. Resources: Websites: LinkedIn Personal: LinkedIn Business: /episode/index/show/b40d9b94-3bc5-4169-b4ea-01d5f106b065/id/41438650

349. Winning the Agency Search, with Robin and Steve Boehler 05/20/2026

349. Winning the Agency Search, with Robin and Steve Boehler On this episode of The Innovative Agency Podcast Sharon Toerek welcomes Robin and Steve Boehler, co-founders of Mercer Island Group, for a candid conversation about what it takes for agencies to win in today’s evolving business development landscape. As the agency world becomes more crowded with independent shops and shifting buyer expectations, too many firms still rely on outdated assumptions, weak positioning, or the hope that referrals alone will sustain growth. The uncomfortable reality is if your agency is not discoverable, memorable, and clearly differentiated, you may never even make it into consideration. Robin and Steve join to unpack the changing dynamics of agency search, the tension between pitching and thought leadership, and why your website remains one of the most underutilized business development tools agencies have. If your agency has struggled to consistently attract right-fit opportunities, even in a market filled with potential, this episode offers practical insights and a much-needed wake-up call for agency leaders ready to sharpen their positioning and build a more sustainable path to growth. What you will learn in this episode: How the business development landscape for agencies has shifted since the pandemic and what that means for independent shops today Why so many agencies miss the mark on their “front door” (their website) Why agencies struggle to stay top-of-mind for decision makers Common missteps agencies make with positioning and niching How to handle client restrictions on sharing past work for new business opportunities Strategies to get your agency on the radar of search consultants and prospects Bio Robin and Steve Boehler are Partners at Mercer Island Group (MIG), a leading marketing management consulting firm dedicated to fostering success for both marketers and agencies. As a top 5 agency search consultancy in the U.S., MIG specializes in matching the right clients with the right agencies across all disciplines—including creative, media, web, and PR—while also enhancing client-agency workflow, briefing, and creative evaluation processes. Robin brings a unique and highly sought-after perspective on client-agency effectiveness, honed through hundreds of sessions with executives from a "who's who" of corporations including Starbucks, Brooks Running, Amazon, Ulta Beauty, Discover Financial Services, Hannaford, Holland America Line, Zillow Group, and Elevance Health. She routinely collaborates with CMOs, crafting strategies for significant business challenges and expertly facilitating the crucial "meetings after the meetings" that guide clients to their ideal agency partners. Robin also counsels dozens of agencies annually on growth strategies, with her "Win More Business with Strategy" workshop credited for helping many secure their largest-ever clients. She is a frequent and respected speaker at industry events sponsored by organizations such as the ANA, 4As, Agency Management Institute and others. Steve Boehler is equally at home advising in a marketer's C-Suite or an agency's boardroom. He helps leading and aspiring agencies refine their positioning, execute strategy training, and provide critical pitch and RFP support. For marketers, Steve leads consulting teams on behalf of diverse clients such as Ulta Beauty, Hyatt, Nintendo, Kaiser Permanente, Microsoft, Seabourn, and Stop & Shop. His agency clients include notable names like BarkleyOKRP, Curiosity, Think Shift, and DEPT. Steve founded MIG after a distinguished career that included serving as a division president in a Fortune 100 company at just 32, and a decade in Brand Management at Procter & Gamble, where he led iconic brands like Tide and Pringles. Together, Steve and Robin offer unparalleled insight and expertise, making them invaluable resources for anyone navigating the complex world of marketing and agency partnerships. Resources: Website: LinkedIn: Facebook: /episode/index/show/b40d9b94-3bc5-4169-b4ea-01d5f106b065/id/41347900

348. Operationalize AI Without the Chaos , with Matt Cyr 05/13/2026

348. Operationalize AI Without the Chaos , with Matt Cyr On this episode of The Innovative Agency Podcast, Sharon Toerek welcomes Founder of Loop Matt Cyr. Matt is answering the question: How do you move from talking about AI to actually making it work inside your business? He joins to cut through the noise around “AI operationalization” and bring some much-needed clarity to what’s real.The truth is many agency leaders feel the pressure to adopt AI quickly, but what they’re seeing internally is often fragmented. Scattered tools, unclear governance, and a lot of uncertainty about where to focus leads to frustration and risk. Matt shares real stories from the trenches, working alongside agencies that are navigating these exact challenges. He reveals what’s actually working when it comes to integrating AI in a way that’s practical, profitable, and aligned with how your agency already delivers value. What you will learn in this episode: Why agency leaders across all sizes feel like they’re falling behind with AI The real operational risks agencies face when team members “go rogue” with AI tools Why AI usage is unearthing old inefficiencies and forcing agencies to confront longstanding business problems Where the biggest opportunities for agencies lie Why focusing on your agency’s data infrastructure now can unlock much greater value from AI down the road How to reframe the agency-AI relationship as a catalyst for doubling profitability and innovation without additional headcount Bio Matt Cyr is the Founder of Loop, an AI consulting firm that helps marketing agencies adopt AI in practical, human-centered ways. With nearly 30 years of experience on both the client and agency sides, Matt specializes in translating fast-moving AI capabilities into clear strategy, scalable implementations, and real business impact. A frequent speaker and writer on AI and marketing, Matt has presented at industry conferences, agency summits, and executive workshops, and publishes ongoing thought leadership focused on responsible AI adoption, the future of agencies and keeping humans fully “in the loop” as AI progresses. Resources: Website: LinkedIn: /episode/index/show/b40d9b94-3bc5-4169-b4ea-01d5f106b065/id/41262625

347. Turn Accessibility into Revenue, with Mike Barton 05/06/2026

347. Turn Accessibility into Revenue, with Mike Barton This episode of The Innovative Agency Podcast tackles a conversation that every agency leader should be paying attention to, whether you realize it or not. Digital accessibility is one of those topics that’s easy to push down the priority list… until it becomes a legal issue, a lost opportunity, or a blind spot in your client strategy. And too often, agencies misunderstand what’s required, underestimate the risk, or assume it’s too complex to tackle. Mike Barton from AudioEye joins this episode to turn confusion into clarity. He breaks down where agencies tend to get accessibility wrong, why compliance isn’t as straightforward as it seems, and how overlooking it can quietly expose both you and your clients to serious legal consequences. Mike shares how building accessibility into your process can strengthen your agency’s value and differentiation. He offers practical, scalable tools and strategies that agencies of any size can implement without needing to be deeply technical. What you will learn in this episode: Why website accessibility is a real business opportunity for agencies and their clients, not just a compliance headache The current legal risks facing agencies when web accessibility isn’t up to par The most common accessibility issues hiding on nearly every site How existing “accessibility helper” tools stack up against real-world standards The role of both automation and human expertise in closing your agency’s accessibility gaps Where the trends in accessibility lawsuits and voluntary adoption are heading, and what that means for agency leaders betting on what’s next Bio Mike Barton is a marketing and communications leader focused on making the internet more accessible. As VP of Corporate Communication & Content Marketing at AudioEye, he leads strategy, driving awareness through blogs, social media, PR, video, and digital storytelling. At Adobe, he shaped content and messaging for Experience Cloud, Creative Cloud enterprise, and Document Cloud. With expertise in customer engagement and industry storytelling, Mike excels at aligning business objectives with audience needs to craft narratives that resonate with C-suite leaders and decision-makers. Resources: Website: LinkedIn Personal: LinkedIn Business: WEBSITE ACCESSIBILITY CHECKER: /episode/index/show/b40d9b94-3bc5-4169-b4ea-01d5f106b065/id/41158025

346. The Modern Agency Content Playbook, with Roger Nairn 04/29/2026

346. The Modern Agency Content Playbook, with Roger Nairn On this episode of The Innovative Agency Podcast, Sharon Toerek welcomes Roger Nairn, co-founder of JAR Podcast Solutions, to reveal why long-form content has become one of the most powerful tools for building trust, authority, and meaningful engagement in a fragmented digital landscape. Roger challenges the notion that shorter is always better and makes a compelling case for depth, authenticity, and consistency as the true drivers of connection. He details what separates forgettable content from shows that genuinely move the needle, how agencies can transform underperforming podcasts into storytelling assets that attract and retain the right audiences, and why “findability” is now just as critical as creativity. Roger also unpacks how agencies can measure real engagement, experiment with format innovation, and unlock new revenue streams while protecting and leveraging their unique intellectual property in an AI-driven world. What you will learn in this episode: Why long-form content is the antidote to low trust and short attention spans How podcasts are leading the charge Why the right podcast strategy can turn average engagement into deep connections with brand Key questions agencies must ask to align podcasting with top-of-funnel and mid-funnel business goals How to choose the right medium based on your audience and industry data Techniques for reviving a stale podcast Why agency-owned IP is the next battleground for differentiation Bio As the Co-Founder & CEO of JAR Podcast Solutions, Roger spearheads growth transforming the way brands engage with audiences through immersive podcast storytelling. His approach is rooted in the belief that authentic, narrative-driven content can redefine brand-audience relationships, a perspective shaped by his two decades in advertising and client service. Roger’s love of fostering happy clients and pioneering innovative engagement strategies has been instrumental in his journey. Under his leadership, JAR has risen to lead the branded podcast space, partnering with global brands to craft compelling video and audio experiences. Resources: Website: LinkedIn Personal: LinkedIn Business: /episode/index/show/b40d9b94-3bc5-4169-b4ea-01d5f106b065/id/41046080

345. Win the Post-Click Advantage, with Shamir Duverseau 04/22/2026

345. Win the Post-Click Advantage, with Shamir Duverseau If your agency is still measuring success by clicks alone, you may be missing where the real opportunity begins. On this episode of The Innovative Agency Podcast, Sharon Toerek chats with Shamir Duverseau, Managing Director of Smart Panda Labs, to explore what happens after the click… when a prospect lands, evaluates, and decides whether to trust you or to leave. It’s a stage many agencies overlook, yet it’s where revenue is either won or quietly lost. Shamir challenges the traditional, linear view of the customer journey and makes a compelling case for why the “post-click experience” deserves far more attention. He digs into the disconnect between what brands promise and what they actually deliver, and how that gap erodes trust faster than most agencies realize. What you will learn in this episode: Why the post-click experience is so pivotal How to spot and fix the most common missed opportunities after the click The differences and similarities between B2B and B2C post-click journeys The psychology of trust-building in the consideration phase, and tactical ways to earn it The role of personalization and dynamic feedback in shortening the buying cycle Practical steps for integrating customer feedback continuously Bio Shamir Duverseau is co-founder and managing director of Smart Panda Labs, where he's responsible for business management, strategic development, and client strategy. He has worked across a number of industries, from travel to entertainment to technology, working with brands like Southwest Airlines, The Walt Disney Company, and NBC Universal. During his 25 years in marketing Shamir has held leadership roles, overseeing everything from product management to digital strategy, including user experience design, web development, testing and web analytics. Prior to Smart Panda Labs, Shamir was the Senior Director of Digital Strategy and Services for Marriott International’s Vacation Club Division. Resources: Website: LinkedIn Personal: LinkedIn Business: /episode/index/show/b40d9b94-3bc5-4169-b4ea-01d5f106b065/id/40953750

344. Where Creativity Meets ROI, with Greg Beauchamp 04/15/2026

344. Where Creativity Meets ROI, with Greg Beauchamp On this episode of The Innovative Agency Podcast, Sharon Toerek sits down with Greg Beauchamp, Founder of Bindery, for a thoughtful exploration of what it really means to build a modern creative agency. Greg has crafted a unique model,one that intentionally blurs the lines between original filmmaking and branded content. He’s navigating how to honor creative ambition while still delivering consistent commercial results. Greg details the evolving role of creativity in today’s agency landscape, from building emotionally resonant work for clients to investing in original intellectual property as a long-term growth strategy. He shares insights from scaling Bindery, including how his team balances client demands with the pursuit of independent creative projects and why that balance can become a powerful differentiator. What you will learn in this episode: Why the traditional storytelling funnel is broken, and what agencies must do to capture attention in a fragmented landscape How blending original content with client campaigns can sharpen creativity The hard truth about balancing ROI with emotional resonance in agency work New approaches for embedding your agency team into client strategy Tactics for keeping collaborative chaos from derailing creative impact The nuanced art of choosing when to invest your agency’s resources into original IP versus fee-for-service client work What agency leaders risk if they ignore the value and monetization potential of their own intellectual property Bio Greg Beauchamp is an Emmy Award-winning filmmaker, entrepreneur, and the Founder/CEO of creative agency and production studio, Bindery. Founded in 2012 in New York City, Bindery has been at the forefront of helping brands craft campaigns and content with cultural and commercial resonance. Informed by Greg’s experience as an independent filmmaker, Bindery’s success comes from its script to screen studio model, where strategy, storytelling, and production all create together under one roof - bringing big ideas to life for the likes of Apple, Nike, Walmart, and Land Rover. For his original projects, Greg won an Emmy for his work on ZION, a documentary film he premiered at Sundance and sold to Netflix. He produced the indie rom-com PLUS ONE (Executive Produced by Ben Stiller), which won the Audience Award at Tribeca. His current projects include ROWDY GIRL (HotDocs, HamptonsFF) and LATE BLOOMERS (SXSW). Greg is a supporter of Sundance Catalyst and the Oxbelly Retreat in Greece. A native Texan, Greg lives between NYC and East Hampton with his wife, Katia, and their 4 kids. Resources: Website: LinkedIn Personal: LinkedIn Business: /episode/index/show/b40d9b94-3bc5-4169-b4ea-01d5f106b065/id/40868685

343. Designing Experiences That Stick, with Derek Gwaltney 04/08/2026

343. Designing Experiences That Stick, with Derek Gwaltney On this episode of The Innovative Agency Podcast Sharon Toerek welcomes Derek Gwaltney, CEO and Founder of Atlas Experiences, for a conversation about what it really takes to build lasting connections in a world dominated by digital noise. Derek shares his journey from the lottery industry into experiential marketing, and how that path shaped his perspective on engagement, loyalty, and trust. Derek shares why immersive experiences, when done right, go far beyond one-and-done excitement, and instead become powerful drivers of brand affinity and long-term relationships. He details how agencies of any size can design moments that resonate on a human level, while still delivering measurable business outcomes. What you will learn in this episode: How unforgettable experiences drive authentic human connection to a brand The real force behind brand loyalty (hint: it is moving from transactional rewards to emotional memories) How agencies can deliver high-impact experiences, even when resources or budgets are limited What it takes to craft scalable events that make an impression, whether for 20 or 2,000 attendees Why experience marketing isn’t just for travel or entertainment brands and which overlooked sectors can benefit most How smart partnerships and strategic alliances amplify the reach and power of experiential campaigns What agency leaders should know about the evolving expectations of younger audiences and unlocking future growth Bio Derek Gwaltney is the Founder and CEO of Atlas Experiences, an INC 5000 company ranked #33 nationally and #1 in Georgia, recognized as one of the fastest-growing businesses in America. In just six years, Derek has transformed Atlas from an entrepreneurial vision into a trailblazing experiential marketing powerhouse that creates once-in-a-lifetime prize experiences, large-scale promotions, and game show activations for some of the most recognizable brands and state lotteries in North America. Derek launched Atlas Experiences with a clear vision: to reimagine how brands and organizations connect with people by delivering authentic, emotional, and adventure-driven experiences that stand out in a crowded marketplace. His career in marketing and entrepreneurship, paired with an instinct for storytelling and consumer behavior, gave him the foundation to build a company that could scale rapidly while still delivering tailor-made, high-impact programs. Under his leadership, Atlas has pioneered a unique approach that combines travel, entertainment, creativity, and cultural immersion to create winning moments that inspire players and strengthen brand loyalty. Derek’s entrepreneurial resilience, having built Atlas from the ground up in the wake of the global pandemic, underscores his commitment to innovation and growth. His ability to unite a talented team around bold ideas and flawless execution has been instrumental in scaling Atlas from a startup to a nationally recognized brand in experiential promotions. What sets Atlas apart is the relentless pursuit of authentic connections and measurable impact. Rather than delivering cookie-cutter promotions, Derek’s team designs experiences that become stories participants will share for a lifetime whether it’s a private concert in the Smoky Mountains, a cultural journey through Ireland, or a million-dollar game show. This focus on creating memorable, once-in-a-lifetime journeys has established Atlas as a trusted partner for lotteries, global brands, and entertainment companies alike. Derek’s leadership also extends beyond business success. He champions a culture of creativity, collaboration, and purpose, encouraging his team to embrace bold thinking while engaging in community and social responsibility efforts. His personal story of building Atlas—through vision, persistence, and a drive to create meaningful impact—continues to inspire both his team and clients. Resources: Website: LinkedIn Personal: LinkedIn Business: Instagram: YouTube: /episode/index/show/b40d9b94-3bc5-4169-b4ea-01d5f106b065/id/40756110

342. The New Playbook for Indie Agencies, with Doug Zanger 04/01/2026

342. The New Playbook for Indie Agencies, with Doug Zanger This episode of The Innovative Agency Podcast welcomes Doug Zanger of Indie Agency News, to discuss what it really takes for an independent agency to stay competitive and relevant in a market that’s shifting faster than ever. With a background that spans radio, journalism, and a deep commitment to the indie agency community, Doug brings a unique lens to what’s happening across the industry. He explores forces reshaping the business, from economic pressure and changing client expectations to the accelerating impact of AI and emerging technologies. Doug reveals how successful indie agencies are responding by sharpening their positioning, rethinking their storytelling, and building stronger communities around their expertise. If you’re looking for insight into where the market is headed, and how your agency can adapt, grow, and stand out in the process, this is a conversation for you. What you will learn in this episode: Why mid-market and challenger brands present major opportunities for independent agencies right now How independent agencies can build confidence and effectively tell their own stories to attract new clients Why smaller agencies should focus on distinct lanes instead of chasing every opportunity How relationship-building and “key marketing partner” models are reshaping traditional agency-client dynamics The pitfalls of undervaluing your creativity and IP, and why pricing needs to evolve in the age of AI The power of community building among agency leaders, and why relationships remain central to agency success Bio Doug Zanger built what he always knew independent agencies needed: their own home. Indie Agency News launched in 2023 and serves 300+ agencies globally (and growing). In 2026, he's launching inhouse.news for the in-house community. Resources: Website: LinkedIn Personal: LinkedIn Business: /episode/index/show/b40d9b94-3bc5-4169-b4ea-01d5f106b065/id/40680460

341. What Innovations Means for Agencies Now, with Jeff Brecker 03/25/2026

341. What Innovations Means for Agencies Now, with Jeff Brecker What does it really mean to be an “innovative agency” in 2026? Are we chasing the right signals, or just the loudest ones? On this episode of The Innovative Agency Podcast, Sharon Toerek sits down with Jeff Brecker, Partner in Innovation and Growth at Siberia, for a conversation about what innovation actually requires today. As AI dominates headlines and agencies feel mounting pressure to keep pace, Jeff challenges the notion that innovation is about adopting the latest tools. Instead he reframes it as the ability to solve real client problems in more meaningful, strategic ways. Drawing on decades of experience across both the brand and agency sides, Jeff shares how the role of agencies is evolving, why brands are increasingly expected to operate like media companies, and what that shift means for how agencies deliver value. He also offers a grounded perspective on navigating both the opportunity and the legal considerations that come with emerging technologies. What you will learn in this episode: Why defining true innovation in the agency space is more nuanced than simply adopting the latest technology Why agencies must look beyond the "AI hammer" and instead seek to understand client business needs and consumer behavior The critical shift from creating one-way brand messages to building engaging, participatory experiences How small, independent agencies can outmaneuver larger holding companies through strategy and adaptability How AI can become an enabler for deeper personalization and better understanding of client audiences Tips for navigating client expectations around pricing, value, and the role of technology in creative output Bio Jeff Brecker is a seasoned creative executive and marketing leader with over two decades of experience driving innovation at the intersection of design, technology, and business. He currently serves as a partner focused on growth and innovation at the digital agency Siberia, where he helps shape strategy and build transformative client solutions. Throughout his career, Brecker has held senior leadership roles at top global organizations, including R/GA (SVP, Managing Director) and Kimberly-Clark (Vice President of Global Creative, Design & Content), where he led large-scale creative and digital initiatives across international markets. Known for his ability to build and scale high-performing teams, he has worked with major Fortune 500 brands and startups alike, delivering award-winning campaigns recognized by Cannes Lions and other industry honors. Resources: Website: LinkedIn Personal: LinkedIn Business: Behance: Brecker Heads To Siberia As Partner, Innovation: /episode/index/show/b40d9b94-3bc5-4169-b4ea-01d5f106b065/id/40603575

340. Your Agency By the Numbers This Year, with Jody Grunden 03/18/2026

340. Your Agency By the Numbers This Year, with Jody Grunden This episode of The Innovative Agency Podcast welcomes Jody Grunden, Partner at Anders Virtual CFO and one of the most trusted financial advisors in the agency world. As technology reshapes how agencies deliver value and AI accelerates the pace of change, many agency leaders are asking the same questions: Are our pricing models still sustainable? Are we truly profitable? And are we planning well enough for what’s coming next? In this conversation, Jody brings decades of experience guiding agencies how to rethink the fundamentals of their financial strategy, from moving beyond hourly billing to adopting scalable, value-based pricing models, to building stronger cash reserves and creating dynamic forecasts that prepare your business for uncertainty. Leaders who understand their numbers will be far better positioned to turn disruption into opportunity. If you’re ready to stop reacting to financial surprises and start leading your agency with greater clarity, confidence, and profitability, this episode is packed with insights you can put to work right away. What you will learn in this episode: Why agencies need to revisit traditional hourly billing models and consider value-based, subscription, or flat-fee pricing How to build profitable pricing using historical data and a "choose your own adventure" approach for clients What key financial metrics and margins agencies should track for sustainable growth The vital importance of proactive cash management How dynamic forecasting can guide more intentional business decisions Methods for demystifying pricing conversations with clients and boosting agency confidence Bio Jody Grunden is a trailblazer in the accounting industry who has transformed how agencies manage their finances. As the co-founder of Summit CPA Group, now Anders Virtual CFO, Jody pioneered subscription-based billing for accounting firms and built the first fully distributed Virtual CFO practice in North America. Since 2002 he has specialized in guiding digital and creative agencies toward sustainable profitability and scalability using a proprietary profit-focused maturity model. Author of Digital Dollars and Cents and Building the Virtual CFO Firm in the Cloud, Jody has been recognized by CPA.com as one of the most innovative practitioners in the country. His work goes beyond the numbers by empowering agency founders to align their financial operations with their vision so they can lead with confidence, invest in growth, and enjoy greater freedom in their business and life. Resources: Website: LinkedIn Personal: LinkedIn Business: X: Digital Dollars and Cents: /episode/index/show/b40d9b94-3bc5-4169-b4ea-01d5f106b065/id/40510815

339. Video That Converts, with Tim Bradley 03/11/2026

339. Video That Converts, with Tim Bradley On this episode of The Innovative Agency Podcast, Sharon Toerek chats with Founder of Pennant Video Tim Bradley, about the strategic role of video in today’s agency landscape. Video is no longer just a top-of-funnel awareness play or a flashy add-on to a campaign. Done right, it’s a powerful mid-funnel engine that builds trust, nurtures prospects, and drives meaningful movement toward decision. Tim shares how his entrepreneurial journey led him to develop a distinctive mid-funnel video marketing framework designed specifically to create real impact for B2B brands. If your agency is looking to elevate its video strategy beyond production and into true business impact, this episode delivers both clarity and a roadmap. What you will learn in this episode: Why the “mid-funnel” is the most overlooked, and potentially powerful, stage for video in B2B marketing The “video marketing trifecta” framework: differentiation, demonstration, and validation How agencies can position video as a strategic tool in long B2B sales cycles The risks and rewards of AI in video production, including trust and authenticity concerns When and how integrated agencies should collaborate with video specialists Practical considerations for protecting intellectual property and managing risk in modern video campaigns Bio Tim Bradley is the Co-Founder of Pennant Video, a B2B-focused agency that has pioneered the Video Marketing Trifecta™ to power mid-funnel marketing strategies. With nearly two decades of experience in video marketing, Tim has partnered with leading B2B tech brands like Cisco, Hitachi, BRANDLIVE and countless startups, bringing their stories to life with compelling video campaigns. Before founding Pennant, Tim was the Executive Producer at a large communications agency. In his 12 years there, he built, managed and mentored a 25-person creative team, while growing the business in competitive sectors such as tough tech, cybersecurity, and healthcare. He believes in creating work that cuts through the noise—methodical yet bespoke, scalable yet unique. Beyond client projects, Tim mentors aspiring creatives through workshops and portfolio reviews, reinforcing his belief that elevating new talent fosters a more innovative and story-driven industry. Resources: Website: LinkedIn Personal: LinkedIn Business: /episode/index/show/b40d9b94-3bc5-4169-b4ea-01d5f106b065/id/40380465

338. Turn Data into Loyalty, with Zino Rost van Tonningen 03/04/2026

338. Turn Data into Loyalty, with Zino Rost van Tonningen On this episode of The Innovative Agency Podcast, Sharon Toerek is joined by Zino Rost van Tonningen, CEO and Founder of TyrAds, for a look at how reward-based marketing is redefining engagement in a mobile-first, data-driven world. As agencies wrestle with first-party data strategies, evolving privacy regulations, and the accelerating influence of AI, it feels increasingly complex to connect technology, marketing, and measurable growth. Zino helps us cut through that complexity. He shares how reward-based models, particularly within mobile apps and gaming environments, are unlocking powerful new ways to capture attention, build loyalty, and drive meaningful customer action. If you’re looking for smarter ways to blend emerging tech with strategic marketing, and turn data into durable client growth, this conversation will expand how you think about what’s possible. What you will learn in this episode: How mobile-first and reward-based marketing strategies are redefining engagement in today's crowded app market The evolution of incentivized advertising Why first-party data is becoming the ultimate competitive advantage for agencies How hyper-personalization powered by AI is shaping the future of incentives and customer experience Pitfalls of misaligned incentives in reward campaigns, and how to avoid churn and fraud Bio Zino Rost van Tonningen is the CEO of TyrAds, a dynamic force in the rewarded advertising space dedicated to helping game studios globally grow their user base and enhance player engagement through intelligent reward systems. With a background that began in automotive business management, Zino's journey into marketing took off over a decade ago when he co-founded an agency in the Netherlands. There, he played a key role in scaling numerous local apps before specializing in the gaming sector. His passion for innovation and global perspective led him to Asia in 2018, where he founded TyrAds and has since been at the forefront of evolving rewarded user acquisition. Resources: Website: LinkedIn Personal: LinkedIn Business: /episode/index/show/b40d9b94-3bc5-4169-b4ea-01d5f106b065/id/40295705

337. Price for Outcomes, Not Hours, with Jonathan Stark 02/25/2026

337. Price for Outcomes, Not Hours, with Jonathan Stark This week on The Innovative Agency Podcast Sharon Toerek welcomes pricing strategist Jonathan Stark for a candid conversation about breaking free from the cycle of trading hours for dollars. If you’ve ever wrestled with pricing your work, defending your margins, or responding to clients who default to hourly expectations, this episode will challenge the way you think about value and your agency’s future. Jonathan shares his journey from tech management to becoming a leading advocate for value-based pricing, explaining why hourly billing often undermines both profitability and client relationships. He outlines a smarter path forward, one centered on outcomes instead of time, and offers practical guidance for shifting your sales conversations, resetting client expectations, and building pricing models that reflect the true impact of your work. What you will learn in this episode: Why hourly billing undermines value for agencies and their clients, and how it incentivizes the wrong behaviors How to confidently navigate conversations with clients who expect legacy hourly rates The key questions to unlock client goals and realign your proposals with measurable business outcomes What data points agencies should focus on to accurately determine project value How specializing in a niche makes value-based pricing possible What agencies need to know about the impact of AI on pricing models and client expectations Bio Jonathan Stark is on a mission to rid the world of hourly billing. As an expert in helping consultants package, price, and sell their expertise, Jonathan empowers professionals to break free from trading time for money and shift to pricing based on the value of the results they deliver. Through his writing, speaking engagements, and consulting, he guides clients toward dramatically higher fees, better client relationships, and greater professional fulfillment. Jonathan is passionate about positioning expertise-based businesses to command premium fees. He helps them develop intellectual property through daily writing, build trust with their audience via speaking channels, and confidently differentiate themselves in the marketplace. Whether brainstorming pricing strategies or crafting compelling value propositions, Jonathan thrives on helping professionals unlock their full potential and dramatically improve their quality of life. Resources: Website: LinkedIn Personal: LinkedIn Business: YouTube: /episode/index/show/b40d9b94-3bc5-4169-b4ea-01d5f106b065/id/40213230

336. Win the AI Advantage Without Losing Trust, with Nick Usborne 02/18/2026

336. Win the AI Advantage Without Losing Trust, with Nick Usborne Artificial intelligence is rapidly reshaping the content landscape promising greater efficiency while raising important questions about originality, authenticity, and trust. For agency leaders, the challenge isn’t whether to adopt AI, but how to do so without losing the human insight that makes great storytelling resonate. On this episode of The Innovative Agency Podcast, Sharon Toerek welcomes Nick Usborne, Founder of Story Aligned and a highly respected content marketing and storytelling expert. Nick brings clarity to the evolving role of AI in agency work, sharing practical strategies for integrating tools while protecting the quality, integrity, and distinct voice clients rely on. Nick reveals how agencies can establish smart guardrails around AI use, and position technology as a creative partner instead of a replacement for human perspective. This conversation offers a balanced, human-centered framework to help your agency innovate with confidence while staying true to the storytelling that drives meaningful connection. What you will learn in this episode: Where agency leaders can tap into AI-driven efficiencies without sacrificing the integrity of their content The critical role of human oversight and “guardrails” in verifying AI-generated client work Strategies to avoid the “sameness trap” and create distinctive, brand-aligned content with AI The importance of story in differentiating agency and client content, and how to build prompts around it How to structure agency-wide AI use in training, model selection, oversight, and workflow integration The high stakes of reputation and trust when integrating AI into client-facing work and protecting intellectual property Bio Nick Usborne is a copywriter, instructor and coach who started writing professionally in 1980. He is the Founder of Story Aligned, a training program for marketing teams that want to scale content using AI while protecting the integrity of their brand story and voice. His book Net Words, published in 2001, was one of the first guides to writing for the web. Since then, thousands of marketers and writers from over 97countries have taken his courses on digital writing, storytelling and brand voice. Resources: Website: LinkedIn Personal: LinkedIn Business: The Prompting Pyramid: Why Brand Story Should Always Come First: /episode/index/show/b40d9b94-3bc5-4169-b4ea-01d5f106b065/id/40136210

335. Authenticity Is the Agency Edge, with David Ebner 02/11/2026

335. Authenticity Is the Agency Edge, with David Ebner This episode of The Innovative Agency Podcast welcomes David Ebner, Founder and CEO of Content Workshop, for a timely conversation about how to embrace AI without losing the power of authentic storytelling. As a creative writer turned agency leader, he brings a grounded perspective to the rapidly evolving content landscape. Together, Sharon Toerek and David Ebner explore why the fundamentals of great storytelling haven’t changed even as technology advances at a relentless pace. You’ll hear practical insights on integrating AI in ways that enhance, rather than erode, creativity and trust, along with smart strategies for building meaningful connections in an increasingly automated world. What you will learn in this episode: Why storytelling still outperforms tactics, even as marketing tech evolves The crucial difference between treating AI as a tactic versus a strategy, and common mistakes agencies make How to “zig” when everyone else is “zagging” to differentiate your agency’s brand and service offering Ways to incorporate training and education as valuable, monetizable agency deliverables How to maintain and grow client trust when AI-generated content is everywhere What the future holds for content-driven agencies Bio David J Ebner is the President and Founder of Content Workshop, a story-first content marketing agency. While in graduate school, he assembled a collective of storytellers whose sole purpose was to use their storytelling skills to help brands create and convert an audience. That idea became Content Workshop in 2013. After graduating from the University of Tampa with an MFA in Creative Writing, he authored the Amazon Best Seller: Kingmakers: A Content Marketing Story. In 2025, Content Workshop acquired Lush Concepts, a web and technology studio, to heighten storytelling through every aspect of a brand's digital and physical footprint. Today, David runs Content Workshop and Lush Concepts from their headquarters in Clearwater, Florida. He also serves as the treasurer for a national non-profit and roasts his own coffee. Resources: Website: LinkedIn Personal: LinkedIn Business: /episode/index/show/b40d9b94-3bc5-4169-b4ea-01d5f106b065/id/40056930

334. Create Predictable Profitability, with Marcel Petitpas 02/04/2026

334. Create Predictable Profitability, with Marcel Petitpas On this episode of The Innovative Agency Podcast Sharon Toerek is joined by Marcel Petitpas, CEO and co-founder of Parakeeto. Their conversation focuses on one of the most persistent and misunderstood challenges facing agency leaders today: profitability. Often when margins feel tight, we blame pricing, overhead, or “the market.” But even agencies with growing revenue can struggle to take home real profit. Marcel helps us look beneath the surface to uncover what’s actually driving (or draining) your margins. From breaking the habit of measuring success by revenue alone to identifying the operational decisions that quietly erode profit, this discussion is packed with practical guidance. If your agency’s financial results don’t reflect the effort you’re putting in, this episode will help you understand why. What you will learn in this episode: Why most agency profitability struggles aren’t about pricing alone How to break free from the starving/indigestion cycle The critical “framework first” approach to profitability Common misconceptions about overhead, utilization, and pricing that lead agencies down the wrong path The surprising impact of utilization and delivery margin on your bottom line Tested strategies for recalibrating your client relationships, project scoping, and team structure What AI and advanced data practices mean for small and mid-sized agencies trying to future-proof their financials Bio Marcel Petitpas is the CEO & Co-Founder of Parakeeto, a company dedicated to helping agencies measure and improve their profitability by streamlining their operations and reporting systems, a problem he discovered while running his own agency back in his early 20’s. He’s also the fractional COO at Gold Front, an award-winning creative agency in San Francisco working with brands like Uber, Slack, Keap, and more. As well as the head strategic coach at SaaS Academy by Dan Martell, the #1 coaching program for B2B SaaS businesses in the world. In his work as a speaker, podcast host, and consultant, specializing in Agency Profitability Optimization, he's helped hundreds of agencies around the world improve profitability and cash flow in their business. Resources: Website: LinkedIn: Facebook: Twitter: /episode/index/show/b40d9b94-3bc5-4169-b4ea-01d5f106b065/id/39978625

333. Succession Under Pressure, with Christy & Whit Hiler 01/28/2026

333. Succession Under Pressure, with Christy & Whit Hiler On this episode of The Innovative Agency Podcast Sharon Toerek welcomes Christy and Whit Hiler of Cornett, for a candid conversation about what happens when leadership, legacy, and marriage all intersect. As a married couple stepping into agency ownership, Christy and Whit share the real story behind succession and transition: the uncertainty, the high-stakes decisions, and the mindset shifts required to reimagine what ownership can look like. They unpack how intentional decision-making became their anchor, how they strengthened culture while the ground was moving, and why betting on themselves ultimately became the catalyst for Cornett’s next chapter of growth. For agency leaders thinking about succession, entrepreneurs weighing a leap into ownership, or anyone building a business alongside a life partner, this episode pulls back the curtain with practical lessons, hard-earned clarity, and a refreshing dose of authenticity. What you will learn in this episode: The unique journey of succession and ownership transition within a creative agency How internal leaders can position themselves for ownership Why intentionality and clear vision matter when growing and evolving an agency, and how those values show up in daily decision-making The power and necessity of building an authentic network How to get comfortable with putting yourself out there How fostering a collaborative and dynamic leadership team shapes the culture and trajectory of an agency Bio Christy Hiler is the owner/CEO of Cornett, an independent creative and strategy agency in Lexington, Kentucky. Her vision and drive have powered not only Cornett’s growth (78% over the last three years), but also the rise of OwnIt—the movement she co-founded to spotlight and support women agency owners across the country. Christy’s recent recognition includes Ad Age Small Agency Executive of the Year in 2025, Ad Age Leading Women in 2023, and Adweek Women Trailblazers in 2022. Under Christy’s leadership, Cornett has also been recognized multiple times at the Ad Age Small Agency Awards and earned an impressive list of additional accolades. Whit Hiler is ECD at Cornett in Lexington, Kentucky; a Kentucky Colonel; and a partner in Kentucky for Kentucky and Southern Socks. An Adweek Creative 100 honoree—once dubbed “the biggest weirdo in advertising”—his work has appeared in NPR, The New York Times, Fast Company, CNN, Adweek, and Ad Age. Resources: Website: /episode/index/show/b40d9b94-3bc5-4169-b4ea-01d5f106b065/id/39894780

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