Build a Better Agency Podcast

Scale and grow your agency with better clients, invested employees, and a stronger bottom line, with Drew McLellan of Agency Management Institute.

Episode 520 Innovative Exercises for Strategic Planning with Drew McLellan 09/21/2025

Episode 520 Innovative Exercises for Strategic Planning with Drew McLellan Welcome to another insightful solo episode of Build a Better Agency! This week, host Drew McLellan is at the mic, bringing over 25 years of agency expertise to address one of the most critical topics for agency leaders: rethinking your strategic planning process for the historic challenges and opportunities ahead in 2026. With economic uncertainty, industry disruption, and the rapid acceleration of AI at the forefront, Drew makes a compelling case that the old ways of dusting off last year’s SWOT just won’t cut it. Drew unveils a hands-on set of fresh, rigorous strategic planning exercises designed to push agency owners and leadership teams far beyond surface-level tactics. He outlines step-by-step activities—including scenario stress testing, client empathy mapping, reverse mentoring from your youngest team members, and even having your team role-play as your most formidable competitor. Each exercise is accompanied by practical guidance on setup, group dynamics, and ensuring every voice is heard—setting the tone for deep candor and courage throughout your planning process. You’ll also discover innovative frameworks to identify your agency’s blind spots, engage a broader range of team perspectives, and future-proof your business against a constantly shifting marketplace. Drew even walks through how to pressure test your new strategic plan with trusted outside advisors, ensuring your vision for 2026 is both bold and actionable. Whether you’re an agency owner looking to foster stronger client and employee relationships, or a leader determined to thrive amid industry change, this episode is packed with practical takeaways and downloadable resources to help you build a plan that’s ready for anything. Tune in and get inspired to move past old planning habits and chart a course for a more resilient, innovative, and profitable future. A big thank you to our podcast’s presenting sponsor, . They’re an amazing resource for agencies who want to outsource their design, dev, or PPC work at wholesale prices. Check out their special offer (10 free hours!) for podcast listeners . What You Will Learn in This Episode: Why traditional SWOT analysis isn’t enough for agency planning in 2026 New, hands-on strategic exercises to challenge assumptions and spark innovation Involving a diverse mix of team members—including newer and younger staff—in planning Emphasizing radical candor, honest conversations, and psychological safety for deeper insights Scenario stress testing to prepare for rapid industry changes (AI, economics, client shifts) Client empathy mapping to deepen client relationships and identify real opportunities Methods to keep strategic plans alive, actionable, and integrated in agency culture /episode/index/show/buildabetteragency/id/38257010

Episode 519 The Power of Thoughtful Client Engagement with Jamie Shibley 09/14/2025

Episode 519 The Power of Thoughtful Client Engagement with Jamie Shibley Welcome to another episode of Build a Better Agency! This week, host Drew McLellan shines a light on an area vital to every agency’s growth: how to show up for clients and prospects in ways that build genuine trust, loyalty, and long-term relationships. To explore this undervalued but crucial topic, Drew is joined by Jamie Shibley, founder of The Expressory and expert in strategic engagement and relationship-driven agency growth. Jamie shares her fascinating journey from two decades in corporate IT and ecommerce management to launching her own agency, where she helps businesses nurture relationships through intentional and personalized engagement. Through insightful stories and real-life examples, Jamie and Drew examine why clients crave more than just a transactional relationship—they want to feel seen, valued, and heard. Together, they unpack the psychology behind meaningful connections, discussing simple but powerful ways agencies can differentiate themselves by caring more deeply and showing it consistently. Listeners will learn how to communicate care and appreciation, not just during the wooing phase, but throughout the client journey. Jamie reveals the six strategic storylines that should guide your client engagement, offers practical tips for intentional gifting (hint: it’s more about thoughtfulness than price or heavy branding), and shares eye-opening data on the tangible impact of consistent relationship nurturing. Drew and Jamie also address common barriers, like lack of time or uncertainty about what to say, and provide actionable strategies to overcome them. If you’re looking to solidify your client retention, inspire advocacy, and create memorable experiences that set your agency apart, this episode is a must-listen. Discover how small, intentional acts can have outsized effects on your business—and why now, more than ever, demonstrating care can be your most powerful growth lever. A big thank you to our podcast’s presenting sponsor, . They’re an amazing resource for agencies who want to outsource their design, dev, or PPC work at wholesale prices. Check out their special offer (10 free hours!) for podcast listeners . What You Will Learn in This Episode: The evolution of business relationships in a post-COVID, highly digital landscape Why intentional, personal connection is a key agency differentiator The science and psychology behind making clients feel seen and valued Practical strategies for nurturing client relationships—before and after the sale The impact of thoughtful, tailored gifts and gestures (beyond traditional swag) Easy ways to operationalize meaningful engagement—without overwhelming your team How consistent care and acknowledgment lead to trust, referrals, and stronger client retention /episode/index/show/buildabetteragency/id/38189805

Episode 518 How Stay Interviews Unlock Employee Retention with Sue MacArthur 09/07/2025

Episode 518 How Stay Interviews Unlock Employee Retention with Sue MacArthur Welcome to another insightful episode of Build a Better Agency! This week, host Drew McLellan turns the focus inward—with a practical conversation that every agency leader needs to hear. Joined by long-time AMI partner and Strategic Talent Management co-owner Sue MacArthur, Drew unpacks one of the most nuanced and important topics in the business: how to elevate your team, enhance retention, and lead with intention by mastering the art of the “stay interview.” Sue shares her extensive experience helping agencies solve their most pressing people challenges, from leadership development to hiring, performance management, and succession planning. Together, Drew and Sue dig into the realities of leading in a post-Covid landscape, emphasizing that being a good manager or leader doesn’t happen by accident—it requires thoughtful systems, ongoing engagement, and real, authentic conversations with your team. The heart of this episode centers on the stay interview: what it is, why it matters, and how it can radically transform your agency’s culture and retention. Sue offers actionable advice on how to incorporate stay interview questions into regular one-on-ones, how to create safe space for candid feedback, and how to foster a two-way dialogue where employees feel empowered to ask leadership tough questions as well. Drew and Sue also explore best practices for rolling out this process in your agency, including tips for building trust, handling difficult feedback, and turning employee insights into real, meaningful change. Don’t miss this episode if you’re ready to build deeper trust with your team, prevent regrettable departures, and unlock the potential sitting right within your agency walls. Drew even leaves you with a clear action plan and resources, so you can start integrating these conversations right away and position your agency—and your people—for long-term success. A big thank you to our podcast’s presenting sponsor, . They’re an amazing resource for agencies who want to outsource their design, dev, or PPC work at wholesale prices. Check out their special offer (10 free hours!) for podcast listeners . What You Will Learn in This Episode: The value of stay interviews for employee retention and engagement Why performance management should be a continuous, intentional process How to create safe spaces for candid employee feedback Strategies for helping employees shape their career paths within small agencies The importance of modeling open communication and vulnerability as a leader Turning employee feedback into actionable change and team-wide improvement Balancing listening with encouraging solution-oriented problem solving /episode/index/show/buildabetteragency/id/38087390

Episode 517 The Secret to Agency Profitability with Michael Farmer 08/31/2025

Episode 517 The Secret to Agency Profitability with Michael Farmer Welcome to another thought-provoking episode of Build a Better Agency! This week, host Drew McLellan is joined by returning guest Michael Farmer, a renowned consultant and author with decades of experience advising both global agency holding companies and independent shops. Together, they pull back the curtain on one of the agency world's most persistent and problematic issues: the disconnect between the value agencies provide, the scope of work they deliver, and the fees they collect. Michael shares candid insights from his 30-plus years helping agencies navigate profitability challenges, particularly around scoping, resourcing, and pricing work appropriately. He recounts eye-opening stories from inside major agencies, including how a lack of clarity around deliverables and the overuse of creative resources can quietly erode margins—and ultimately, agency health. Michael breaks down his approach to rigorous scope management, explaining why developing a detailed, data-driven understanding of agency output is essential for both profitability and sustainability. Drew and Michael explore why so many agencies—especially large holding companies—fall into the trap of doing too much for too little, and why today’s independent agencies are uniquely positioned to break that cycle. Their conversation highlights how smaller agencies can differentiate themselves by adopting a consulting mindset, engaging more meaningfully with clients about business outcomes rather than just deliverables, and leveraging freelance talent for maximum flexibility. If you’re ready to move beyond being a “deliverable shop” and reposition your agency as a true strategic partner, this episode is a must-listen. You’ll walk away with actionable advice on scoping, pricing, business model evolution, and why now is the perfect moment for independent agencies to lead the industry forward by focusing on the work that truly moves the needle for clients. A big thank you to our podcast’s presenting sponsor, . They’re an amazing resource for agencies who want to outsource their design, dev, or PPC work at wholesale prices. Check out their special offer (10 free hours!) for podcast listeners . What You Will Learn in This Episode: Why agencies must shift from delivering quantity to delivering strategic value The dangers of undervaluing agency work and over-delivering for too little revenue The critical importance of scoping, pricing, and tracking deliverables accurately How smaller, independent agencies are positioned to outpace big holding companies The need for deeper alignment with client business goals, not just creative output Leveraging freelance and specialized talent to extend agency capabilities Preparing for the future: consulting mindset, strategic focus, and harnessing AI responsibly /episode/index/show/buildabetteragency/id/38035625

Episode 516 Mastering Credit Card Points for Agency Owners with Julia Menez 08/24/2025

Episode 516 Mastering Credit Card Points for Agency Owners with Julia Menez Welcome to another enlightening episode of Build a Better Agency! This week, host Drew McLellan explores a twist on the usual business leadership topics by delving into the lucrative—and often misunderstood—world of credit card points and travel rewards. Drew is joined by Julia Menez, a points and miles strategist who specializes in helping business owners and high cash flow individuals stretch their credit card points for maximum value, especially when it comes to travel. Julia, a former actuary turned travel-hacking expert, brings her analytical prowess to the conversation, breaking down why agency owners are likely leaving thousands of dollars on the table by failing to optimize how they earn and redeem credit card rewards. Together, Drew and Julia uncover the most common mistakes agencies make, like fixating on specific airline cards or booking through credit card travel portals, and instead highlight how a flexible, strategic approach can unlock first-class flights and luxury hotels at a fraction of the usual cost. Listeners will get actionable steps on how to inventory their current points, choose the right credit card mix for their agency’s unique spending patterns, and use powerful online tools to research and book flights and hotels for optimal value. Julia also shares her personal tips for planning both business and family travel—whether you’re seeking a bucket-list lay-flat seat to Asia or a dream resort stay in Europe—plus why being open to new destinations and dates can yield incredible deals. Don’t miss this episode if you want to elevate your agency’s perks and personal travel experiences without blowing the budget. From maximizing signup bonuses to smart redemption hacks, Drew and Julia’s conversation will transform the way you think about your agency’s everyday expenses—and could help you turn business costs into unforgettable travel adventures. Grab your notepad, and get ready to make your points work harder for you! A big thank you to our podcast’s presenting sponsor, . They’re an amazing resource for agencies who want to outsource their design, dev, or PPC work at wholesale prices. Check out their special offer (10 free hours!) for podcast listeners . What You Will Learn in This Episode: Maximizing the value of credit card points for business and personal travel The advantage of flexible points over single-airline credit cards How to approach booking award flights for best deals (flights over the ocean, positioning flights, and flexibility on dates/destinations) Why business expenses offer serious potential for earning free or discounted business class flights The most common mistakes agencies and business owners make with points and rewards Tips for selecting the right credit cards and optimizing spend categories Tools, resources, and step-by-step strategies for DIY points travel planning /episode/index/show/buildabetteragency/id/37895495

Episode 515 Build Your Agency Dream Team for 2026 with Drew McLellan 08/18/2025

Episode 515 Build Your Agency Dream Team for 2026 with Drew McLellan Welcome to another episode of Build a Better Agency! In this special solo cast, host Drew McLellan tackles one of the perennial challenges and hottest conversations among agency leaders: how to strategically shape your agency team for lasting success. Drawing on decades of experience and access to the financial workings of hundreds of agencies, Drew provides listeners with a timely and insightful look at evolving team structures as agencies gear up for 2026. Drew shares fascinating trends shaping today's agency workforce, including the rise of smaller in-house teams, increased reliance on part-time employees, contractors, and global talent, as well as the impact of AI on traditional roles. He explores why the most profitable agencies typically have teams between 12 and 40 people, and details how agencies are leveraging a blend of strategic full-timers and specialized contractors to maximize expertise while remaining nimble. Throughout the episode, Drew challenges listeners to move beyond old paradigms of in-house staffing, instead embracing flexible models that respond to both economic realities and shifting client needs. Listeners will gain practical advice for preparing their own agencies for the future. Drew urges owners to focus on cultivating "Sherpa-like" team members—those who act as strategic guides and teachers for clients, rather than simply executing deliverables. He highlights the growing importance of nurturing a culture of continuous learning and adaptability, as well as prioritizing skills and problem-solving ability over traditional credentials in new hires. If you’re ready to future-proof your agency, enhance your strategic value to clients, and reimagine what a modern, high-performing agency team should look like, this episode is packed with actionable insights and food for thought. Whether you’re planning for next quarter or looking ahead to 2026, Drew’s thoughtful analysis and forward-thinking advice will help you start important conversations about the future of your agency A big thank you to our podcast’s presenting sponsor, . They’re an amazing resource for agencies who want to outsource their design, dev, or PPC work at wholesale prices. Check out their special offer (10 free hours!) for podcast listeners . What You Will Learn in This Episode: Shifting agency team structures for maximum profitability The growing blend of full-time, part-time, and contract talent Leveraging global talent for specialized and technical roles The impact of AI on team composition and the “hollowing out” of the agency pyramid Evolving client needs: strategic partners and “Sherpa”-style leadership Rethinking hiring for skills and adaptability over formal education Building a learning organization to stay ahead in a rapidly changing landscape /episode/index/show/buildabetteragency/id/37836770

Episode 514 Building AI-Enabled Agencies with Greg Shove 08/11/2025

Episode 514 Building AI-Enabled Agencies with Greg Shove Welcome to another thought-provoking episode of Build a Better Agency! Host Drew McLellan is joined by serial entrepreneur and AI transformation expert Greg Shove for a timely conversation that will change the way you think about integrating artificial intelligence into your agency. If you've been wondering how to move beyond surface-level AI experiments and truly future-proof your agency, this episode is a must-listen. Greg shares his unique journey from being a non-technical founder in Silicon Valley to steering his latest venture, Section, into the heart of the AI revolution. Drawing on real-life examples and client experiences, Greg breaks down the critical stages agencies must navigate to become truly AI-enabled—from overcoming workforce anxiety to moving entire teams from novice to proficient. He and Drew discuss why deploying AI isn’t like rolling out traditional software, the pitfalls of treating it as such, and why thoughtful, transparent leadership is essential in guiding teams through change. Listeners will walk away with practical frameworks like OAT (Optimize, Accelerate, Transform) to help assess where their agency sits on its AI journey and concrete steps for encouraging adoption across their team. Greg also provides actionable advice for evaluating the sea of AI tools on the market, empowering agency leaders to strategically experiment and prioritize high-value use cases without getting overwhelmed. Plus, they dig deep into the profound business model shifts AI will bring—and how being prepared to pivot can turn disruption into your agency’s biggest opportunity. Whether you’re anxious, excited, or somewhere in between about the rapid pace of AI, this episode will inspire you to lead the change confidently. Tune in to reimagine how you—and your team—can harness AI to drive efficiency, deepen client value, and stay ahead in a fast-transforming industry. A big thank you to our podcast’s presenting sponsor, . They’re an amazing resource for agencies who want to outsource their design, dev, or PPC work at wholesale prices. Check out their special offer (10 free hours!) for podcast listeners . What You Will Learn in This Episode: Navigating workforce anxiety and resistance around AI adoption Moving agency teams from AI novices to confident, proficient users Why deploying AI isn’t like traditional software rollouts Building a culture of experimentation and continuous learning with AI Prioritizing high-value use cases over chasing every new tool The importance of leadership engagement and transparency around AI Preparing for future business model shifts driven by AI innovation /episode/index/show/buildabetteragency/id/37743785

Episode 513 Lessons in Effective Agency Leadership with Karl Sakas 08/04/2025

Episode 513 Lessons in Effective Agency Leadership with Karl Sakas Welcome to another insightful episode of Build a Better Agency! This week, host Drew McLellan welcomes back agency advisor and author Karl Sakas for a candid conversation about the unique challenges that come with agency ownership—and how to move “from chaos to calm.” Drawing from his years of agency operations experience and his new book, From Chaos to Calm, Karl helps agency leaders recognize how they sometimes get in their own way and offers practical advice for fostering a calmer, more rewarding agency environment. Drew and Karl tackle some of the biggest pain points facing agency owners today, including the ongoing pressures of lead generation, sales pipelines, and the often daunting task of succession planning. Karl shares observations from his work with hundreds of agencies around the globe, highlighting patterns he sees when owners get overly involved in daily operations, struggle with delegation, or fall into the trap of the “new idea of the month club.” The discussion offers actionable frameworks—from the three A’s of agency communication to the importance of idea quarantines after conferences—all designed to help owners empower their teams and stay focused on their unique role. Listeners will hear real-world examples and solutions for stepping back from micromanaging, setting clear expectations, and building trust within the team. Drew and Karl also discuss the importance of having a well-defined owner role and the necessity of planning for the agency’s future, whether that means bringing in outside leadership or preparing the business for sale. Their conversation is peppered with relatable stories, honest admissions, and tactical recommendations on how agency owners can intentionally create a less chaotic, more profitable, and ultimately more enjoyable agency life. Don’t miss this episode if you’re ready to break the cycle of self-created stress, clarify your leadership responsibilities, and lay the groundwork for an agency that thrives with or without you at the helm. Tune in to learn why the key to agency success just might be granting yourself permission to step back, strategize, and let your team shine. A big thank you to our podcast’s presenting sponsor, . They’re an amazing resource for agencies who want to outsource their design, dev, or PPC work at wholesale prices. Check out their special offer (10 free hours!) for podcast listeners . What You Will Learn in This Episode: Empowering agency teams through effective delegation—not abdication Breaking the cycle of “idea fatigue” and the dangers of constant new initiatives Clarifying the owner’s evolving role and setting healthy boundaries Planning for succession and agency sale well in advance Building a stronger sales pipeline and lead generation strategy Fostering team trust and avoiding micromanagement Creating a roadmap for agency growth that aligns with personal fulfillment /episode/index/show/buildabetteragency/id/37639660

Episode 512 Small Moments That Shape Leadership with Jeff Eisenberg 07/28/2025

Episode 512 Small Moments That Shape Leadership with Jeff Eisenberg Welcome to another insightful episode of Build a Better Agency! This week, host Drew McLellan sits down with longtime friend and agency leader Jeff Eisenberg for a candid conversation about the art and practice of agency leadership. Whether you’re a seasoned agency owner or new to the business, this discussion is packed with real-world lessons and thoughtful perspectives that will help you elevate your leadership game and set your agency up for lasting success. Jeff shares the compelling journey that led him from sports marketing with major league teams to purchasing and running his own ad agency. Now, as he transitions into author, teacher, and mentor, Jeff unveils the leadership strategies and philosophies that have served him throughout his decades-long career. The focal point of the conversation is Jeff’s new book, Beyond the Big: The Tiny Moments of Leadership, which takes a fresh, practical look at how small, everyday actions define truly great leaders. Together, Drew and Jeff unpack the power of “tiny moments”—those micro-interactions and subtle choices that shape agency culture, empower teams, and foster real trust. They discuss actionable ways to be more present, why giving away power is essential, and how agency owners can break the habit of doing in order to focus on being and leading. Jeff also opens up about his own growth as a leader, offering relatable anecdotes, hard-won advice, and encouragement for leaders at every stage. Whether you’re planning for succession, looking to strengthen your core values, or simply hoping to increase your presence and impact, this episode is a treasure trove of actionable wisdom. Tune in for strategies you can start applying today, and get inspired to become the kind of leader your team will remember for years to come. A big thank you to our podcast’s presenting sponsor, . They’re an amazing resource for agencies who want to outsource their design, dev, or PPC work at wholesale prices. Check out their special offer (10 free hours!) for podcast listeners . What You Will Learn in This Episode: Embracing leadership as a series of tiny, everyday moments The power of vulnerability and humility in strong leadership Developing other leaders as a core responsibility for agency owners Transitioning from “doing” to “being” present as a leader Building and living authentic core values within your agency Creating a culture of honesty, care, and “carefrontation” The incremental, lifelong journey of improving as a leader /episode/index/show/buildabetteragency/id/37521810

Episode 511 How AI is Transforming Brand Storytelling with Park Howell 07/21/2025

Episode 511 How AI is Transforming Brand Storytelling with Park Howell Welcome to another insightful episode of Build a Better Agency! This week, host Drew McLellan welcomes back storytelling and branding pro Park Howell for an episode packed with practical advice, fresh perspectives, and a live demo you won’t want to miss. Park, a former agency owner turned global storytelling coach, joins Drew to discuss how artificial intelligence is revolutionizing the way agencies uncover, shape, and operationalize brand stories—making the process faster, smarter, and more tangible than ever before. Park introduces listeners to his latest innovation, the Story Cycle Genie, an AI-powered tool built to transform months of intensive brand development into a streamlined, accessible process. Together, Drew and Park walk through a real-world example, using AMI’s own brand as a case study to demonstrate how the Genie analyzes existing content to reveal brand positioning, audience insights, emotional drivers, and actionable storytelling frameworks in minutes, not months. They discuss how the AI synthesizes agency websites, marketing materials, and other sources to uncover nuanced messaging and emotional resonance—while also surfacing areas for improvement that even seasoned agencies might overlook. Listeners will gain a front-row seat to the genie’s output and hear candid reactions from Drew as he reflects on the accuracy and depth of the insights. The conversation also covers the evolving agency-client relationship when AI is part of the creative toolkit, tips for leveraging AI tools to enhance rather than replace human-led strategy, and why clients are hungry for agencies that use AI to deliver better, faster results—not just cheaper ones. If you’re curious about integrating AI into your branding processes, want to get a sense of how your agency shows up to the world, or simply want to understand the practical benefits AI can bring to storytelling and positioning, this episode is for you. By the end, you’ll walk away with a new understanding of how technology can amplify your agency’s value and effectiveness—without sacrificing the human touch that sets your work apart. A big thank you to our podcast’s presenting sponsor, . They’re an amazing resource for agencies who want to outsource their design, dev, or PPC work at wholesale prices. Check out their special offer (10 free hours!) for podcast listeners . What You Will Learn in This Episode: Harnessing AI to streamline and enhance brand storytelling for agencies Verifying, revealing gaps, and inspiring new ways to position your agency brand Using the story cycle framework to create actionable, measurable brand narratives How AI tools can accelerate strategic branding work from months to minutes Blending human insight and AI for more nuanced, emotionally resonant messaging Leveraging brand clarity and emotional promise to drive agency growth and client trust Exploring new business models and client services enabled by AI-powered brand strategy /episode/index/show/buildabetteragency/id/37448895

Episode 510 Key Strategies for Employee Retention with Drew McLellan 07/14/2025

Episode 510 Key Strategies for Employee Retention with Drew McLellan Welcome to another insightful solo cast of the Build a Better Agency podcast! This week, host Drew McLellan takes you deep into a cornerstone topic for agency owners: building, retaining, and growing an exceptional team. Drawing on real-world conversations with agency leaders and years of industry experience, Drew breaks down the full lifecycle of stellar employee management that every agency needs to thrive. Drew starts by revealing why agencies often miss the mark with generic job descriptions and lays out a compelling case for comprehensive, forward-thinking job documentation. He shares tips for crafting descriptions that not only clarify day-to-day expectations but also highlight growth opportunities, career paths, and clear metrics for success. You’ll discover why this clarity is key to motivating employees—and how it can help you retain top talent for the long haul. The episode then explores the critical steps beyond hiring: thoughtful onboarding, regular one-on-one meetings, and a robust review process that supports ongoing professional growth. Drew demystifies quarterly mini-reviews and annual evaluations, emphasizing the power of frequent feedback and targeted growth goals. He also shares actionable ideas for establishing genuine personal connections, such as his “Dinner with Drew” tradition, fostering a culture where employees feel truly seen and valued. If you’re looking for practical, actionable strategies to level up your agency’s employee experience and unlock deeper value from your team, this episode is a must-listen. Drew’s step-by-step ecosystem will not only help you develop happier and more loyal employees but will also empower you to drive agency growth from within. Don’t miss the downloadable resources mentioned in the show notes—your roadmap to a more engaged, high-performing agency starts here! A big thank you to our podcast’s presenting sponsor, . They’re an amazing resource for agencies who want to outsource their design, dev, or PPC work at wholesale prices. Check out their special offer (10 free hours!) for podcast listeners . What You Will Learn in This Episode: Crafting detailed, future-focused job descriptions to attract and retain top talent Driving employee engagement and growth through thoughtful career pathing Redefining onboarding with a deliberate, month-long approach Empowering employees and supervisors via structured biweekly one-on-one meetings Shifting from annual to quarterly reviews for real-time feedback and development Fostering deeper connections through intentional, informal social interactions Sharing professional development as a mutual responsibility between agency and employee /episode/index/show/buildabetteragency/id/37380640

Episode 509 Unlock the Power of Networking with Melissa Snow 07/07/2025

Episode 509 Unlock the Power of Networking with Melissa Snow Welcome to another insightful episode of Build a Better Agency! This week, host Drew McLellan explores an essential yet often misunderstood business growth strategy: networking. Joined by networking expert Melissa Snow, Drew unpacks what truly effective networking looks like in today’s world and why building authentic connections can be the most powerful driver for agency success. Melissa, founder of Powerful Women Rising, shares her journey from accidentally becoming an entrepreneur to discovering that genuine relationships—not flashy sales tactics—were the secret to her business growth. She breaks down outdated views of networking as stiff, transactional events and reveals how meaningful conversations and a spirit of helping others can transform your network into a vibrant support system. The duo discuss the difference between "making friends" and intentional networking, how to avoid being that "salesy weirdo," and why referrals rooted in real trust always carry more weight. Listeners will walk away with practical strategies for approaching networking in a way that aligns with their personality, whether they're extroverts energized by a crowd or introverts who prefer small group conversations or virtual events. Melissa offers actionable ideas for nurturing connections, keeping track of valuable contacts, and balancing authenticity with intentionality. Plus, hear her tips on following up meaningfully—without overwhelming your busy schedule or feeling disingenuous. Don’t miss this empowering conversation if you’re ready to rethink networking as a sustainable, enjoyable, and business-boosting tool. You'll feel inspired to step out of your comfort zone, forge new relationships that really matter, and start building the kind of agency—and professional life—where genuine connection leads the way. A big thank you to our podcast’s presenting sponsor, . They’re an amazing resource for agencies who want to outsource their design, dev, or PPC work at wholesale prices. Check out their special offer (10 free hours!) for podcast listeners . What You Will Learn in This Episode: Redefining networking as genuine relationship-building, not transactional selling The power of connections and referrals in growing your agency Balancing authenticity with intentionality in professional networking How to network effectively as an introvert or with limited time Leveraging both in-person and virtual networking opportunities Practical tips for meaningful follow-up and staying memorable Making networking work for you, regardless of your personality or preferences /episode/index/show/buildabetteragency/id/37285255

Episode 508 Project Management That Drives Profit with Rachel Gertz 06/30/2025

Episode 508 Project Management That Drives Profit with Rachel Gertz Welcome to another insightful episode of Build a Better Agency! This week, host Drew McLellan tackles a topic that agency owners and leaders wrestle with time and again: the true role of project management within an agency, and how getting it right can transform both your workflow and your bottom line. Drew is joined by expert consultant Rachel Gertz, who has spent over 15 years helping agencies demystify project management, build stronger systems, and create operational success. In this episode, Drew and Rachel dig deep into what project management really means in a modern agency setting, beyond just moving tasks from A to B or managing a checklist. Rachel shares her journey from educator to operations consultant, revealing why constraints and structure, when thoughtfully implemented, actually unleash greater creative freedom for agency teams. Together, they explore why so many agencies struggle with the sales-to-delivery handoff, how process breakdowns lead to burnout and missed profits, and what a healthy, efficient system should feel like for everyone involved. Listeners will walk away with actionable advice on rethinking their approach to project scoping, discovering the hidden pitfalls of underestimating the “soft” operational work, and why tools alone can’t fix a broken process. Rachel offers practical steps for evaluating where the real chaos lives in your agency, how to break the cycle of “garbage in, garbage out,” and the importance of prioritizing client relationship dynamics alongside deliverable deadlines. If you’re ready to move past reactionary chaos and toward calm, confidence, and profitability in your agency’s operations, this episode delivers both hope and a roadmap. Don’t miss these expert insights on the power of process, the value of discovery, and the freedom that comes from building a sustainable project management approach. By the end, you’ll see project management as the backbone of agency success—and have new ideas for turning your systems into a competitive advantage. A big thank you to our podcast’s presenting sponsor, . They’re an amazing resource for agencies who want to outsource their design, dev, or PPC work at wholesale prices. Check out their special offer (10 free hours!) for podcast listeners . What You Will Learn in This Episode: Clarifying the true role and value of project management in agencies The critical impact of effective sales-to-project handoffs Why project management systems unlock both creative freedom and operational efficiency Moving beyond relying solely on tools to fixing underlying processes The importance of scoping both the project and its environment Building agency profitability by baking in realistic time and resource allocations Cultivating calm, predictability, and stronger client relationships through better operational systems /episode/index/show/buildabetteragency/id/37165015

Episode 507 Transformative Agency Strategies with Marcus Sheridan 06/23/2025

Episode 507 Transformative Agency Strategies with Marcus Sheridan Welcome to another insightful episode of Build a Better Agency! This week, host Drew McLellan welcomes renowned marketing thought leader Marcus Sheridan to tackle some of the most pressing challenges—and exciting opportunities—facing agency owners today. Known for his influential book They Ask, You Answer, Marcus brings a fresh perspective to the table with the launch of his new book Endless Customers, focusing on how agencies can thrive in a rapidly evolving, technology-driven landscape. In this engaging conversation, Drew and Marcus dive deep into the shifting dynamics of content marketing and client engagement, especially in the age of AI and digital transformation. Marcus shares lessons from his own entrepreneurial journey—from saving his pool company during the recession by embracing innovative marketing tactics, to helping other organizations transition into strategic, indispensable partners for their clients. The discussion highlights the importance of moving beyond deliverables and embracing a coaching, strategy-first mindset to remain relevant and valuable. Listeners will walk away with actionable strategies, including the critical role of self-service tools like pricing estimators and self-scheduling platforms, which empower clients and drive measurable results. Marcus and Drew also underscore the increasing necessity for agencies to become trusted AI guides, equipping clients with the skills and confidence to harness new technologies across all facets of their business. Practical tips on fostering a culture of strategic thinking, ongoing communication training, and prioritizing trust-building with clients make this episode a must-listen. Whether you’re looking to future-proof your agency, deepen client relationships, or implement innovative self-service solutions, this episode is packed with both inspiration and step-by-step advice. Tune in to discover how you and your team can shift from order-takers to indispensable strategic partners—and build a foundation for stronger, more profitable client engagements in 2025 and beyond. A big thank you to our podcast’s presenting sponsor, . They’re an amazing resource for agencies who want to outsource their design, dev, or PPC work at wholesale prices. Check out their special offer (10 free hours!) for podcast listeners . What You Will Learn in This Episode: The shift from deliverables to strategic coaching as a core agency value Embracing AI as both a tool and a key area of expertise for clients Prioritizing self-service tools and experiences to align with modern buyer behaviors Developing agency teams to think and act like coaches, not just order takers The critical role of ongoing communication training to reduce client churn Using pricing transparency and estimators to drive qualified leads and fast wins Building trust and indispensability to secure long-term client relationships /episode/index/show/buildabetteragency/id/37092385

Episode 506 How Prioritizing Fun Inspires Success with Mike Rucker 06/16/2025

Episode 506 How Prioritizing Fun Inspires Success with Mike Rucker Welcome to another engaging episode of Build a Better Agency! This week, host Drew McLellan shines a spotlight on a topic that’s both enjoyable and essential to agency life—fun. Drew is joined by Dr. Mike Rucker, a behavioral psychologist and author of The Fun Habit, for a lively exploration into how prioritizing fun and joy can make you a better leader, a more creative thinker, and ultimately, help you build a stronger agency. Mike delves into the science behind why Western culture tends to villainize fun in favor of productivity—and why that mindset is doing more harm than good. He unpacks concepts from positive psychology and reveals that constantly chasing happiness, or waiting for “someday” to enjoy yourself, can actually hinder well-being and lead to burnout. Instead, Mike explains the hedonic flexibility principle, which demonstrates that regularly scheduling small moments of joy leads to greater productivity, resilience, and creativity in both personal and professional realms. Drew and Mike discuss practical ways to infuse everyday life with meaningful fun, rather than relying on the occasional big vacation or forced office events. They address the challenges agency owners face, from time poverty and remote work’s blurred boundaries to generational differences in attitudes toward work and leisure. Listeners will find actionable strategies for designing transition rituals, claiming genuine downtime, and fostering a culture where fun isn’t just tolerated—it’s championed. Don’t miss this episode if you’re ready to break free from the grind and discover how making room for fun can transform your leadership, elevate your agency’s performance, and improve your own well-being. By the end, you’ll have practical tools to create more moments of joy for yourself and your team, and a whole new perspective on why fun is far from frivolous—it’s fundamental! A big thank you to our podcast’s presenting sponsor, . They’re an amazing resource for agencies who want to outsource their design, dev, or PPC work at wholesale prices. Check out their special offer (10 free hours!) for podcast listeners . What You Will Learn in This Episode: The critical link between fun, productivity, and agency creativity Why scheduling small, consistent moments of joy matters more than big events Tips for reclaiming time autonomy as an agency leader Understanding and applying the hedonic flexibility principle Strategies for breaking the workaholic mindset and preventing burnout The right—and wrong—ways to foster fun within agency teams Rethinking work rituals for healthier boundaries in hybrid and remote environments /episode/index/show/buildabetteragency/id/36975845

Episode 505 Navigating 2025 Agency Trends with Drew and Danyel Newcom McLellan 06/09/2025

Episode 505 Navigating 2025 Agency Trends with Drew and Danyel Newcom McLellan Welcome to a special solocast episode of Build a Better Agency! In this midyear trend report, hosts Drew McLellan and Danyel Newcom McLellan dig deep into the evolving landscape facing agency owners in 2025. Leveraging data, global industry perspectives, and hands-on agency experience, Drew and Danyel break down what’s really impacting agencies right now and what to keep your eye on as the year unfolds. This episode covers the biggest drivers reshaping the agency world—from economic and political disruptions to shifting client and employee expectations. Drew and Danyel explore findings from the 2025 Edelman Trust Barometer, including the global “crisis of grievance,” and detail the unique opportunities and obligations business leaders face as the most trusted type of institution. They reveal how financial trends, M&A activity, and even compensation expectations are shifting, providing a realistic look at growth, profitability, and future planning. You’ll also hear a candid analysis of client dynamics and new business trends: increased buyer skepticism and demand for transparency, shorter contract terms, and the rising importance of social proof and niche expertise in attracting and retaining accounts. Internally, the episode explores changing workforce norms, a renewed focus on employee development and mental health, and innovative staffing strategies to increase agility and resilience. Rounding out the conversation, Drew and Danyel highlight where agencies are finding success—including the explosive impact of AI, new roles like creative technologists, the resurgence of retro campaigns, and the growing power of influencer and creator marketing. Whether you’re preparing your agency for exit, acquisition, or simply striving to thrive during uncertain times, this action-packed episode provides practical, actionable insights to help you build a stronger, more sustainable business. Don’t miss the chance to regroup, refocus, and get energized for what’s ahead! A big thank you to our podcast’s presenting sponsor, . They’re an amazing resource for agencies who want to outsource their design, dev, or PPC work at wholesale prices. Check out their special offer (10 free hours!) for podcast listeners . What You Will Learn in This Episode: Navigating economic and political uncertainty in agency operations Building and maintaining trust with clients and employees Shifting trends in agency growth, profitability, and M&A activity The rising importance of transparency and authenticity with clients Harnessing outside validation and social proof for new business Leveraging innovation, partnerships, and flexible team structures Embracing AI and data-driven insights as core agency strengths /episode/index/show/buildabetteragency/id/36895540

Episode 504 Explore the Findings of the 2025 Agency Edge Research with Susan Baier 06/02/2025

Episode 504 Explore the Findings of the 2025 Agency Edge Research with Susan Baier Welcome to a timely episode of Build a Better Agency! This week, host Drew McLellan is joined by research partner Susan Baier from Audience Audit to unveil the results of the 2025 Agency Edge Research, fresh from its debut at the Build a Better Agency Summit. Together, they dig deep into how agency clients really feel about artificial intelligence—where they’re embracing it, where they’re hesitant, and what they truly want from their agency partners as AI becomes an ever-more central part of the marketing landscape. Susan and Drew break down the study’s findings, revealing surprising good news for agencies: most clients are not only comfortable with agencies using AI, they actually want their agencies to be transparent and step up as guides and educators in the new AI-driven world. The episode introduces the three client mindsets the research uncovered—AI Embracers, AI Skeptics, and AI Opportunists—exploring what each group wants, fears, and expects when it comes to agency use of AI. Along the way, Susan shares eye-opening data that challenges common agency fears, like the myth that all clients want to replace agencies with tech or are solely focused on cost savings. . Drew and Susan discuss practical, actionable opportunities for agency leaders to build trust, grow their strategic value, and tap into new revenue streams by leading client conversations about AI. They emphasize key client desires: greater transparency around AI use, expert guidance on tools and applications, and clear communication about regulations and risk. You’ll also hear why clients view agency guidance on AI as an entry point not just for marketing, but for broader organizational needs—a potential seat at the coveted strategy table. Don’t miss this episode if you want to stay a step ahead in the evolving AI landscape. You’ll come away with not only a clear understanding of what your clients are thinking, but with actionable ways to strengthen your agency’s position, open new doors, and create deeper, more trusted partnerships in the age of AI. A big thank you to our podcast’s presenting sponsor, . They’re an amazing resource for agencies who want to outsource their design, dev, or PPC work at wholesale prices. Check out their special offer (10 free hours!) for podcast listeners . What You Will Learn in This Episode: Exploring client attitudes toward agency use of AI The critical roles of transparency and trust in agency-client relationships Breaking down three client mindsets: AI embracers, skeptics, and opportunists The growing expectation for agencies to be AI guides, not just service providers Why most clients value better results—not just lower fees—from AI adoption Addressing client concerns and opportunities through open AI conversations Action steps for agencies to become indispensable AI partners /episode/index/show/buildabetteragency/id/36794155

Episode 503 Mastering the Creative Brief with Pieter-Paul von Weiler and Matt Davies 05/26/2025

Episode 503 Mastering the Creative Brief with Pieter-Paul von Weiler and Matt Davies Welcome to another insightful episode of Build a Better Agency! This week, host Drew McLellan is joined by Matt Davies and Pieter-Paul von Weiler, the strategist duo behind the Better Briefs Project, to tackle one of the most persistent and frustrating challenges agencies face: the elusive art of creating a truly effective brief. If you’ve ever struggled with unclear objectives, misaligned expectations, or wasted rounds of creative development, this episode is packed with data-driven answers and practical solutions. Drawing on global research from over 1,700 marketers and agency professionals across 70 countries, Matt and Pieter-Paul share eye-opening findings about the wide gap between what clients think they’re delivering in a brief and what agencies are actually receiving. They break down the staggering disconnect—like the fact that 78% of marketers believe their briefs offer clear strategic direction, while only 5% of agencies agree—and explore the ripple effect this misalignment has on wasted budgets, morale, and creative outcomes. Drew leads a discussion on why so many briefs fall short, what really constitutes a great brief, and how both agencies and clients can step up to improve the process. You’ll hear actionable advice on teaching clients the value of a well-crafted brief, initiating honest conversations before a live project starts, and creating custom templates that actually work for both sides. Plus, Matt and Pieter-Paul draw on their extensive agency experience to explain the difference between client briefs and creative briefs, and how agencies can strategically refine incoming briefs for stronger creative results. Whether you’re an agency owner, account executive, or creative lead, don’t miss this episode if you’re ready to reclaim lost time, reduce budget waste, and build stronger partnerships with your clients around the brief-writing process. By the end, you’ll feel equipped to have more candid, constructive conversations and ensure every campaign starts with clarity and purpose. Head over to betterbriefs.com for more resources and get ready to produce your agency’s best work yet! A big thank you to our podcast’s presenting sponsor, . They’re an amazing resource for agencies who want to outsource their design, dev, or PPC work at wholesale prices. Check out their special offer (10 free hours!) for podcast listeners . What You Will Learn in This Episode: Understanding the disconnect between marketers and agencies when it comes to briefs Why most briefs lack clear objectives, strategic direction, and alignment The business impact of poor briefs—including wasted budgets and extra rework How agencies can proactively educate clients and improve the briefing process The difference between client marketing briefs and agency creative briefs The importance of partnership and communication in crafting great ideas Practical steps to help clients (and agencies) write better, more effective briefs /episode/index/show/buildabetteragency/id/36646920

Episode 502 The Mindset of Inspired Leadership with Christina Langdon 05/19/2025

Episode 502 The Mindset of Inspired Leadership with Christina Langdon Welcome to another inspiring episode of Build a Better Agency! In this episode, host Drew McLellan sits down with high-performance coach and leadership expert Christina Langdon to explore what it truly means to scale your agency—not just in terms of size or revenue, but in mindset, vision, and team culture. Drawing on decades of leadership experience at organizations like Martha Stewart Living Omnimedia and Fast Company, Christina offers invaluable insights on unlocking growth and reimagining success for agency leaders and their teams. Throughout their conversation, Drew and Christina unpack the dangers of operating on “default mode,” the pitfalls that keep agencies stuck in status quo thinking, and how our brains—wired for survival rather than success—can hold us back from imagining extraordinary futures. Christina introduces practical strategies for reflection and growth, including her signature daily practice: reviewing what worked, what didn’t, and what can be done differently. She explains how these habits, when shared individually and collectively, can spark new awareness and propel teams toward higher performance, deeper engagement, and lasting happiness at work. The episode also delves into tactical frameworks for agency owners looking to elevate their leadership teams, assess existing capabilities, and foster cultures of intentional learning. Christina shares actionable tips on co-creating extraordinary goals, updating job descriptions to match evolving strengths, and using tools like user manuals to deepen collaboration and understanding within teams. You’ll also hear how to address common “dream killers,” manage stress by focusing on what’s within your control, and get buy-in for big, bold changes—even from those who might be resistant to new ways of thinking. If you’re ready to move beyond incremental improvements and instead ignite genuine transformation within your agency, this episode is packed with real-world advice and motivational stories to get you started. Whether you want to grow in revenue, impact, retention, or simply reclaim your team’s enthusiasm, Christina and Drew provide a roadmap for dreaming bigger—together. A big thank you to our podcast’s presenting sponsor, . They’re an amazing resource for agencies who want to outsource their design, dev, or PPC work at wholesale prices. Check out their special offer (10 free hours!) for podcast listeners . What You Will Learn in This Episode: Shifting agency leadership out of “default mode” and embracing intentional growth Rewiring mindsets from survival to imagination for breakthrough results Building daily reflection practices to improve agency and personal performance Co-creating extraordinary futures as a leadership team rather than top-down planning Leveraging vulnerability and user manuals to deepen team collaboration Tackling chronic stress and letting go of low-impact work for better productivity Rethinking job descriptions and success criteria to elevate leaders and teams /episode/index/show/buildabetteragency/id/36594935

Episode 501 Research Insights from Agency Core with Susan Baier and Brian Gerstner 05/12/2025

Episode 501 Research Insights from Agency Core with Susan Baier and Brian Gerstner Welcome to a compelling new episode of Build a Better Agency! This week, host Drew McLellan is joined by familiar faces Susan Baier from Audience Audit and Brian Gerstner from White Label IQ to discuss the findings of the 2025 Agency Core research study. Together, Susan and Brian have launched Agency Core, a nonprofit initiative dedicated to providing agency owners with powerful, unbiased data about what’s really going on in the agency world—and the latest results are as sobering as they are enlightening. Drew, Susan, and Brian unpack the study’s in-depth findings, based on responses from over 700 agency leaders. They explore the five distinct agency segments identified, analyzing which mindsets and practices set high-performing agencies apart from their peers. The discussion covers the recurring challenges hurting agency profitability and optimism, including the ongoing struggle with building a strong pipeline, the reality of staffing issues, and a noticeable decline in overall optimism among agency owners compared to previous years. The trio digs into what’s driving these trends and why, despite all the talk around new technologies like AI, the most pressing problems for agencies remain much more fundamental. You’ll also hear their perspectives on the importance of specialized positioning, the power of thought leadership, formal client retention strategies, and maintaining a proactive approach to agency marketing—plus, the critical role of community and peer support in navigating tough times. If you’re looking for actionable insights and a candid, data-driven roadmap to greater agency success, this episode is a must-listen. Tune in for practical strategies and encouragement on how to move from feeling stuck to thriving, even in a changing industry landscape. By the end, you’ll be equipped to make meaningful changes and inspired to take the next steps toward building a stronger, more resilient agency. A big thank you to our podcast’s presenting sponsor, . They’re an amazing resource for agencies who want to outsource their design, dev, or PPC work at wholesale prices. Check out their special offer (10 free hours!) for podcast listeners . What You Will Learn in This Episode: The power of niche positioning and thought leadership for agency resilience Why so many agency owners are struggling and the importance of moving from tactical to strategic work Pipeline challenges as the top threat facing agencies today—far surpassing concerns about AI How formal client retention systems and proactive strategic thinking fuel growth The critical role of reputation: it’s what others say about you, not what you say about yourself Team loyalty initiatives and their connection to agency performance and staff retention Choosing your path: the necessity of specialization versus the struggles of being a generalist /episode/index/show/buildabetteragency/id/36511555

Episode 500 5 Agency Leadership Lessons from 500 Podcasts with Drew McLellan 05/05/2025

Episode 500 5 Agency Leadership Lessons from 500 Podcasts with Drew McLellan Welcome to a milestone episode of Build a Better Agency! This week, host Drew McLellan takes the mic solo to commemorate a remarkable achievement—the 500th episode of the podcast. With nearly a decade of weekly episodes under his belt, Drew reflects on the invaluable lessons that have emerged from ten years of conversations, challenges, and growth within the agency world. In this special episode, Drew distills his journey into five key lessons learned through years of podcasting and agency consulting. From recognizing that agency life is a marathon, not a sprint, to emphasizing the importance of surrounding yourself with the right team, Drew candidly addresses both the successes and the struggles that come with leading and growing a business. He offers practical wisdom on staying adaptable, celebrating milestones, and taking care of your own wellbeing—insights applicable whether you’re a new agency owner or a seasoned industry veteran. Drew also shares why having the right support system is crucial, illustrating how learning and growing together creates a thriving agency community. He dives into the values that drive AMI, especially the commitment to leading with love, and how clear core values and business practices act as guiding principles during both calm and challenging times. If you’re looking for inspiration, reassurance, or tangible takeaways to apply to your agency, don’t miss this landmark episode. Drew’s reflections are a heartfelt thank you to listeners, guests, and partners, as well as a rallying call for the next 500 episodes—reminding all of us that the agency journey is a whole lot better when we travel it together. A big thank you to our podcast’s presenting sponsor, . They’re an amazing resource for agencies who want to outsource their design, dev, or PPC work at wholesale prices. Check out their special offer (10 free hours!) for podcast listeners . What You Will Learn in This Episode: Embracing agency ownership as a marathon, not a sprint The critical value of ongoing learning and adaptability Prioritizing self-care and celebrating small wins along the way Building and nurturing a strong, supportive team culture Leading with core values—especially love and gratitude Using clear boundaries and best practices to guide agency decisions The power of community: why together is always better /episode/index/show/buildabetteragency/id/36377935

Episode 499 Effective Strategies for Winning New Business with Mike Lander 04/28/2025

Episode 499 Effective Strategies for Winning New Business with Mike Lander Welcome to another can’t-miss episode of Build a Better Agency! This week, host Drew McLellan invites negotiation expert Mike Lander to shed light on a critical, and often misunderstood, stage of growing your agency: the art of winning new business and, crucially, negotiating strong client contracts. If your agency is hustling for fresh opportunities in the midst of economic uncertainty, this discussion is perfectly timed to help you secure the deals that matter—on terms that support your profitability and long-term growth. Mike Lander brings a unique dual perspective as both a former procurement director (the “buy side”) and current advisor to agencies navigating the “sell side.” Together with Drew, he explores why so many agencies trip up after being “awarded” new business, mistaking the proposal win for the finish line when, in reality, it’s the starting point for some of the most pivotal work ahead. Mike reveals how agencies can better qualify opportunities, avoid that painful “close second” outcome, and, above all, approach negotiation with a mindset of mutual value creation rather than desperate discounting. The episode dives deep into actionable best practices you can deploy immediately—from building a robust qualification scorecard and prepping for negotiations, to mastering the art of trading instead of discounting. Mike and Drew also tackle the importance of agency differentiation, emphasizing why expertise and industry-specific knowledge trump generic promises of creativity or methodology. Plus, learn how to lead conversations with the kind of value, risk mitigation, and trust-building that makes your agency stand out in a crowded, competitive field. Whether you’re tired of burning countless hours on unwinnable pitches or want to strengthen your contracts for better client and agency outcomes, you’ll find a wealth of insights in this episode. Get ready to rethink your approach to business development—and leave with concrete “homework” that will set your agency up for more wins, stronger partnerships, and greater profitability. Don’t miss it! A big thank you to our podcast’s presenting sponsor, . They’re an amazing resource for agencies who want to outsource their design, dev, or PPC work at wholesale prices. Check out their special offer (10 free hours!) for podcast listeners . What You Will Learn in This Episode: Rethinking the pitch process—why winning isn’t the finish line, but just the beginning The dangers of chasing bad-fit clients and how to develop a qualification scorecard Differentiation strategies beyond methodology and “our people”—the real keys to standing out Communicating value and risk to buyers—focusing on afters, measurable results, and case studies Stop discounting and start trading—how agencies should approach contract negotiations The art and science of being a trust builder versus a pushover in negotiations Why creative excellence alone won’t win the deal—and separating creative from commercial conversations /episode/index/show/buildabetteragency/id/36282210

Episode 498 Adapting Public Relations for the Modern World with Ryan Gerding 04/21/2025

Episode 498 Adapting Public Relations for the Modern World with Ryan Gerding Welcome to another insightful episode of Build a Better Agency! In this session, host Drew McLellan is joined by PR expert Ryan Gerding, CEO of Inc. Public Relations, to explore the evolving landscape of public relations and its crucial role in modern communication strategies. Ryan brings over two decades of experience in the PR industry, offering a comprehensive look at how the traditional boundaries of PR have expanded far beyond media relations. Together, Drew and Ryan explore the shifting dynamics of the PR world and how agencies can leverage storytelling, media relationships, and new platforms to enhance their clients' visibility and credibility. They dive into the art of building valuable relationships with media outlets and reporters, emphasizing the importance of being genuinely helpful rather than simply seeking coverage. Ryan also shares his take on the integration of AI in PR, its benefits in organizing thoughts, and its limitations when it comes to creativity—a conversation rich with practical advice for navigating today’s media landscape. This episode is a must-listen for agency professionals eager to understand the nuanced strategies of modern PR. Discover how to turn potential challenges into opportunities by being a trusted resource and explore the ways PR can significantly boost your agency's success in these ever-changing times. A big thank you to our podcast’s presenting sponsor, . They’re an amazing resource for agencies who want to outsource their design, dev, or PPC work at wholesale prices. Check out their special offer (10 free hours!) for podcast listeners . What You Will Learn in This Episode: Navigating the modern PR landscape and its evolution from traditional media relations Building effective relationships through relevance and helpfulness The impact of AI on PR strategies and operations Understanding the value and implications of pay-to-play PR opportunities Preparing clients for successful media interviews with authentic conversations Enhancing agency-client collaboration through education and expectation management The importance of persistence in media outreach efforts /episode/index/show/buildabetteragency/id/36225665

Episode 497 Effective Communication Strategies with Cynthia Kane 04/14/2025

Episode 497 Effective Communication Strategies with Cynthia Kane Welcome to another enlightening episode of Build a Better Agency! In this episode, host Drew McLellan delves into the nuances of effective communication, a skill vital for thriving in today's tumultuous business landscape. Joined by guest Cynthia Kane, an expert in mindful communication, they explore how to navigate conversations with clarity and calm, even amidst chaos. Cynthia shares her journey from struggling with passive-aggressive communication to mastering the art of mindful dialogue. This episode unpacks techniques to foster inner calm, which in turn enhances leadership qualities, especially crucial given the current climate of change and uncertainty. Drew and Cynthia discuss the significance of understanding and managing one's emotional and physical responses to ensure conversations lead to constructive outcomes. Listeners will gain insights on the power of pausing to regain composure during challenging interactions. Cynthia introduces practical practices like breathing exercises and self-talk adjustments that leaders can adopt to steer conversations towards resolution rather than conflict. They also highlight the importance of intentional communication, where clarity trumps winning an argument, thereby fostering trust and collaboration within teams. Tune in to grasp how these communication strategies can transform not only your professional endeavors but your personal relationships as well. This episode is a must-listen for agency leaders ready to enhance their communication skills, cultivate resilient work environments, and lead with authenticity and efficacy. You'll leave with actionable steps to engage more mindfully with your team and clients, building a robust foundation for success. A big thank you to our podcast’s presenting sponsor, . They’re an amazing resource for agencies who want to outsource their design, dev, or PPC work at wholesale prices. Check out their special offer (10 free hours!) for podcast listeners . What You Will Learn in This Episode: The importance of inner calm and clarity in leadership during turbulent times Developing effective communication skills as a learned practice Recognizing and managing physical sensations as cues for stress or discomfort The significance of taking a pause to gain control and clarity in a conversation Practical techniques for maintaining composure and de-escalating tense situations Communicating effectively across generational and remote work challenges The powerful role of intention and mindfulness in professional interactions /episode/index/show/buildabetteragency/id/36084200

Episode 496 Navigating Agency Trends with Lee McKnight 04/07/2025

Episode 496 Navigating Agency Trends with Lee McKnight Welcome to another insightful episode of Build a Better Agency! Today, host Drew McLellan returns with guest Lee McKnight from RSW to dive deep into the findings of the new 2025 Outlook report, exploring the evolving landscape of agency-client dynamics. As a key industry player, Lee brings a wealth of knowledge about the intersection of innovative trends and client expectations. In this enlightening discussion, Drew and Lee unpack the promising data from the report, which suggests an optimistic outlook for agency-client spending in the coming year. They tackle critical topics such as the enduring power of referrals, the rising significance of direct outreach, and the crucial role of consistent and targeted content in building authority and securing new business. They make it clear that agencies need to embrace these insights to tailor their strategies effectively. The pair also delve into the complex topic of competition from in-house teams and how agencies can strategically position themselves as indispensable partners through specialized expertise and forward-thinking strategies. Highlighting the potential of AI in both business development and operational efficiency, Drew and Lee emphasize the importance of agencies staying ahead of the curve to maintain relevancy and competitiveness in an ever-changing market. This episode is packed with actionable insights and expert advice that can help you refine your approach to business development, client retention, and trend adaptation. Whether you're looking to cement your agency’s authority or navigate the nuances of modern client demands, this episode offers the guidance you need to thrive. Don’t miss out on learning how to align your agency’s efforts with the expectations of 2025 and beyond. A big thank you to our podcast’s presenting sponsor, . They’re an amazing resource for agencies who want to outsource their design, dev, or PPC work at wholesale prices. Check out their special offer (10 free hours!) for podcast listeners . What You Will Learn in This Episode: The alignment and discrepancies in spending optimism between marketers and agencies The persistent and pivotal role of referrals and outreach in agency-client relationships Embracing AI for research and operational efficiencies without undermining creativity The evolving dynamics of in-house agency work versus external agency engagements Navigating the world of RFPs with a focus on strategic selectivity Demonstrating value through differentiated expertise and specialization Leveraging short-form video content to engage and attract potential clients /episode/index/show/buildabetteragency/id/36008360

Episode 495 Strategies for Unlocking Agency Growth with Drew McLellan 03/31/2025

Episode 495 Strategies for Unlocking Agency Growth with Drew McLellan Welcome to another episode of Build a Better Agency! In this solo cast, host Drew McLellan takes center stage to discuss a critical topic that every agency owner should consider—broadening the concept of growth beyond the traditional metrics like headcount and gross billings. As an agency leader, you’ll gain fresh perspectives on how to leverage different growth strategies that go beyond the surface level. Drew delves into the importance of enhancing your agency's growth across various dimensions. He emphasizes the need for agencies to focus on increasing their adjusted gross income, not just through acquiring new clients but also by maximizing the potential of existing ones. Drew challenges agency owners to rethink efficiency, suggesting innovative ways to manage cost of goods and improve team structures through global talent pools and flexible work arrangements. Listeners will also be encouraged to concentrate on retaining clients and top talent, creating a stable foundation for long-term success. Drew outlines how educating both your internal team and clients can lead to more robust relationships and, ultimately, increased agency profitability. A particularly noteworthy point is that true agency growth should translate into better compensation for owners, stressing the holistic value of growth. Don’t miss this episode if you’re ready to explore comprehensive growth strategies that extend beyond just numbers. Drew's insights will provide you with actionable steps to transform your agency’s approach to growth, offering a renewed sense of purpose and direction in how you develop and sustain your business. A big thank you to our podcast’s presenting sponsor, . They’re an amazing resource for agencies who want to outsource their design, dev, or PPC work at wholesale prices. Check out their special offer (10 free hours!) for podcast listeners . What You Will Learn in This Episode: Rethinking agency growth beyond headcount and gross billings The significance of continual learning and teaching within the agency Strategies for increasing adjusted gross income and profitability The vital role of client and team member retention in agency success Exploring flexible team structures and global talent for agency growth Developing a comprehensive plan for agency owner compensation Embracing new business opportunities through deeper client relationships [ /episode/index/show/buildabetteragency/id/35873880

Episode 494 Leading with Pride in Turbulent Times with Jim Fielding 03/24/2025

Episode 494 Leading with Pride in Turbulent Times with Jim Fielding Welcome to the latest episode of Build a Better Agency! In this engaging discussion, host Drew McLellan is joined by veteran leader Jim Fielding to explore what it takes to be an authentic and effective leader in today’s ever-changing landscape. With a wealth of experience garnered from his impressive career in retail and media, including at Disney and DreamWorks, Jim sheds light on being true to oneself while navigating the complexities of leadership. Throughout the episode, Jim shares his personal journey, including the motivations behind his book "All Pride, No Ego: A Queer Executive's Journey to Living and Leading Authentically." He highlights the internal challenges and triumphs he's faced in embracing authenticity as a leader from a marginalized community. Jim offers universal advice on overcoming self-imposed barriers and being vulnerable in leadership—core themes that resonate across industries and identities. Drew and Jim delve deep into the critical aspects of managing during tumultuous times, focusing on controlling what you can, communicating transparently with your team, and maintaining flexibility to adapt to uncertainty. Jim also emphasizes the importance of building diverse, high-performing teams and the business case for diversity and inclusion, especially in client-facing industries like agencies. Don't miss this enlightening conversation filled with actionable insights on how to foster a culture of trust, respect, and exceptional leadership. Whether you're a seasoned executive or an emerging leader, this episode promises a wealth of knowledge to enhance your leadership journey. A big thank you to our podcast’s presenting sponsor, . They’re an amazing resource for agencies who want to outsource their design, dev, or PPC work at wholesale prices. Check out their special offer (10 free hours!) for podcast listeners . What You Will Learn in This Episode: Embracing vulnerability as a leader during uncertain times Importance of over-communication with team members and clients Creating a diverse team to reflect and understand the client base Listening to team feedback to mitigate blind spots Balancing pride and ego for effective leadership Finding and utilizing your personal board of advisors for guidance Encouraging innovation and diverse perspectives within your team /episode/index/show/buildabetteragency/id/35792440

Episode 493 The Art of Transformative Leadership with Suzanna de Baca 03/17/2025

Episode 493 The Art of Transformative Leadership with Suzanna de Baca Welcome to the latest episode of Build a Better Agency! This time, host Drew McLellan is joined by leadership expert Suzanna de Baca for a thought-provoking discussion that will transform the way you think about your role within your agency. As the new year inspires fresh goals, Drew and Suzanna explore the critical element that determines an agency's success: its leadership. Suzanna, who has a fascinating career journey from Wall Street to CEO positions and is now teaching leadership at the MBA level, brings decades of insights to the table. She emphasizes that good leadership extends beyond technical skills—it's crucial in a rapidly changing world to develop emotional intelligence, strategic thinking, and communication abilities. Whether you're a seasoned agency owner or new to leadership, Suzanna's revelations will provide you with a roadmap to becoming not just effective managers but dynamic leaders. The conversation explores the difference between management and leadership. Suzanna explains that visionary leadership includes establishing a clear purpose and inspiring your team to support it. They also address communication challenges, promoting a dialogue instead of a monologue to ensure your vision resonates with your employees. Suzanna and Drew will assist you in repeating and reinforcing your vision without allowing it to become mundane. Don't miss out if you're eager to enhance your agency's direction through dedicated, intentional leadership. By adopting Suzanna's strategies, you'll empower your team, foster a thriving culture, and guide your agency to new heights. A big thank you to our podcast’s presenting sponsor, . They’re an amazing resource for agencies who want to outsource their design, dev, or PPC work at wholesale prices. Check out their special offer (10 free hours!) for podcast listeners . What You Will Learn in This Episode: The evolving role of leadership in an ever-changing environment Distinguishing leadership from management and why it matters Encouraging proactive leadership at every level of the organization The significance of a clear and shared vision for agency success How to effectively communicate and reinforce company vision Leveraging leadership styles and tools for improved team dynamics Engaging employees in a two-way dialogue to enhance organizational alignment /episode/index/show/buildabetteragency/id/35702980

Ep 492: Mastering Flexible Leadership to Drive Agency Success with Kevin Eikenberry 03/10/2025

Ep 492: Mastering Flexible Leadership to Drive Agency Success with Kevin Eikenberry Welcome to another insightful episode of Build a Better Agency! This week, host Drew McLellan welcomes Kevin Eikenberry to the show to explore the ever-evolving landscape of leadership. Kevin, a seasoned expert in leadership and learning with over three decades of experience, shares his expertise on how flexibility and adaptability are integral to effective leadership in today's fast-paced and scattered work environments. Drew and Kevin dive into the various challenges agency leaders encounter as they adapt to a world that demands greater flexibility than ever before. They discuss the transition from traditional, rigid work environments to a more fluid and dynamic approach, where leaders must balance consistency and adaptability. Kevin underscores the significance of mindset, skillset, and habits in enhancing leadership abilities. Together, they examine the aspects of leadership that remain constant despite the changing landscape and emphasize the areas where leaders can foster growth. Kevin shares practical strategies for enhancing leadership effectiveness, including fostering intentional and natural interactions with your team, regardless of location or time zone. Whether you lead a team in person or remotely, Kevin's insights provide leaders with the tools to navigate uncertainty and lead with confidence. This episode is filled with tips for creating meaningful connections with your team, promoting a culture of accountability, and continuously improving as a leader. Don’t miss this inspiring episode if you’re aiming to elevate your leadership skills and adapt to the demands of leading in a flexible work environment. Whether you’re an experienced agency owner or just beginning your journey in leadership, Kevin’s wisdom and practical advice will undoubtedly guide you toward becoming a more impactful and flexible leader in your agency settings. A big thank you to our podcast’s presenting sponsor, . They’re an amazing resource for agencies who want to outsource their design, dev, or PPC work at wholesale prices. Check out their special offer (10 free hours!) for podcast listeners . What You Will Learn in This Episode: Embracing flexible leadership in a post-COVID world Balancing mindset, skill set, and habit set for effective leadership Integrating casual interactions naturally into remote work settings Transitioning from autopilot leadership to intentional adaptation Moving beyond viewing employees' needs as excessive Implementing consistent habit changes for improved leadership Encouraging accountability and feedback within teams /episode/index/show/buildabetteragency/id/35576810

Ep 491: Empower Your Agency Through Better Pricing Strategies with Casey Brown 03/03/2025

Ep 491: Empower Your Agency Through Better Pricing Strategies with Casey Brown Welcome to the latest episode of Build a Better Agency! Host Drew McLellan returns with an engaging conversation that every agency owner needs to hear. In this episode, Drew welcomes back returning guest Casey Brown, a pricing guru known for her unique and insightful perspective on pricing strategy and negotiation. If you’ve ever struggled with finding the right price point for your services or navigating tough client negotiations, this episode is a must-listen. Casey, who has shared her expertise at a previous Build a Better Agency summit, delves deep into the art of pricing. She examines the common challenges agencies face, such as being pressured to lower prices or feeling concerned about client budgets. Casey sheds light on important strategies for establishing pricing integrity and confidently presenting your agency’s value. With her extensive background as a pricing consultant and experience in corporate America, her advice is both practical and transformative as you prepare for economic shifts anticipated in 2025. During the episode, Drew and Casey discuss actionable tips for agency owners who might be prone to giving away too much in negotiations. They explore how to prepare emotionally and tactically for price setting and getting, ensuring that you're ready to walk away if necessary—emphasizing the power of 'no' and preparation. With concrete examples and relatable scenarios, they illustrate the importance of maintaining your agency's premium position without capitulating to every pricing objection. Tune in to gain valuable insights that can influence your agency's bottom line and help build a more resilient and confident approach to pricing. Whether you’re dealing with seasoned clients or negotiating a first-time contract, Casey’s expert guidance will provide you with the tools to rethink and reinforce your pricing strategies. Don’t miss this episode if you’re ready to embrace the new year with renewed confidence and strategic foresight! A big thank you to our podcast’s presenting sponsor, . They’re an amazing resource for agencies who want to outsource their design, dev, or PPC work at wholesale prices. Check out their special offer (10 free hours!) for podcast listeners . What You Will Learn in This Episode: Understanding the psychology of pricing and negotiation Differentiating between price setting and price getting The importance of maintaining pricing integrity Leveraging questions to reduce resistance in negotiations Strategies for dealing with budget pushback from clients Preparing effectively for pricing discussions and negotiations Learning from pricing-related losses to improve future strategies /episode/index/show/buildabetteragency/id/35426205

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