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 528 Rethinking Agency Differentiation with Robin Bonn 11/16/2025

Episode 528 Rethinking Agency Differentiation with Robin Bonn Welcome to another thought-provoking episode of Build a Better Agency! Host Drew McLellan sits down with Robin Bonn, agency veteran and founder of Codefinery, for a candid conversation that tackles one of the agency world’s biggest challenges: true differentiation. Drawing on over two decades of industry experience and insights from his new book, Market of One, Robin unpacks why even the most creative agencies struggle to set themselves apart and how owners can reimagine their businesses for lasting competitive advantage. Drew and Robin delve deep into the heart of agency positioning, debunking the myths and tired tropes that so many firms rely on to claim they’re “different.” From generic claims about people and creativity to the pitfalls of “category norms,” Robin shares why most agencies’ attempts at standing out fall flat—and what it really means to create a business model that’s as unique as a fingerprint. Listeners will hear practical advice for moving beyond superficial branding tactics and start building what Robin calls a “market of one”—where your agency’s true value is clear, tangible, and uncopyable. The episode also explores the often-overlooked role of pricing as a key differentiator, the pervasive fear and herd mentality that keep agencies stuck, and the transformative impact of AI on agency business models. Robin challenges listeners to rethink everything from service offerings to client fit—encouraging leaders to embrace strategy, redefine success beyond just growth, and make bold choices that align with both financial health and personal fulfillment. Tune in if you’re ready to move past the sea of sameness and face the future with optimism and intention. By the end of the episode, you’ll walk away with actionable questions, a fresh strategic lens, and the inspiration to reshape not just what your agency does, but how—and why—you do 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: Why true agency differentiation is so difficult—and why most agencies still struggle with it Common pitfalls that lead agencies into the "sea of sameness" Distinguishing between superficial distinctiveness and authentic, business-model-driven differentiation The critical role of clear positioning and deep strategy in agency growth How fear, herd mentality, and legacy habits hold agencies back from standing out The power of pricing as an underutilized differentiator Embracing change, enjoying the business, and defining what success means for your agency /episode/index/show/buildabetteragency/id/39027955

Episode 527 Elevating the Agency Client Experience with Neen James 11/09/2025

Episode 527 Elevating the Agency Client Experience with Neen James Welcome to another insightful episode of Build a Better Agency! This week, host Drew McLellan welcomes renowned author, speaker, and client experience expert Neen James for a thought-provoking discussion that will challenge agency leaders to rethink how they deliver value. Together, they explore the concept of “luxury” in the context of client service and agency culture—not just as something exclusive or material, but as a mindset centered on attention, connection, and making others feel truly seen and valued. Neen shares the findings from her latest book and a groundbreaking research study that uncovers four distinct “luxury mindsets.” She explains how every agency, regardless of size or specialty, can elevate their client experience by understanding these mindsets and tailoring interactions to meet (and exceed) unique client expectations. Through vivid examples drawn from luxury brands and her own experiences consulting for CEOs, Neen demonstrates how agencies can create a sense of belonging and reward for their clients, making every client touchpoint feel like a delightful, memorable experience. Drew and Neen also dive into practical strategies for agency owners to foster a culture of “systematized thoughtfulness.” From reimagining yourself and your team as concierges rather than order-takers, to implementing routines that ensure consistent, meaningful outreach to clients and internal teams, Neen offers actionable advice for embedding luxury-level attention into daily operations. They also discuss the significance of empowering team members, the importance of internal culture in reflecting client experience, and creative ways to find “champagne moments” in both everyday interactions and brand touchpoints. If you’re ready to stand out in a crowded marketplace, retain happier clients and employees, and transform ordinary agency processes into extraordinary experiences, this episode is not to be missed. By the end, you’ll have fresh inspiration and tangible tactics to make your agency a place where both clients and team members feel genuinely valued—every single day. 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 “luxury” as an elevated client experience The four luxury mindsets and how they influence agency relationships Why attention and human connection are key differentiators for agencies The role of personalization, customization, and anticipation in delivering exceptional service The importance of treating employees as “internal clients” to empower them to delight external clients Turning everyday moments into memorable “champagne moments” Systematizing thoughtfulness as a business development strategy /episode/index/show/buildabetteragency/id/38943795

Episode 526 Navigating 401k Changes for Agencies with Craig Cody 11/02/2025

Episode 526 Navigating 401k Changes for Agencies with Craig Cody Welcome to a crucial episode of Build a Better Agency! This week, host Drew McLellan is joined once again by Craig Cody, a seasoned CPA and tax advisor renowned for his expertise in agency financial management. Drew and Craig jump straight into a timely and essential topic for every agency owner—the recent changes to 401k regulations that could have significant implications for your agency’s compliance, retirement planning, and year-end financial strategy. Craig breaks down the new federal requirements affecting catch-up contributions to 401ks for anyone earning over $145,000, making the conversation immediately relevant for agency leaders and employees in higher income brackets. Together, Drew and Craig outline the steps agencies must take before the end of 2025 to avoid unpleasant surprises and penalties in 2026, including the need to ensure Roth provisions are set up within existing 401k plans and the importance of proactive compliance with auto-enrollment rules. The pair go beyond the headline changes, discussing how these adjustments affect not just owners, but also employees, and the risks agencies run if these details get overlooked. Listeners will also learn about valuable tax credits available for agencies that recently launched a 401k plan, as well as common tax strategies and deductions that many agency owners miss. Craig shares advice on how to make the most of tax planning meetings, the importance of documenting deductions, and how shifting from a simple IRA to a 401k can yield significant financial and retirement benefits for both owners and staff. Don’t let year-end compliance slip through the cracks—this episode is packed with actionable insights you need to update your retirement plans, review your tax strategies, and make informed decisions before another fiscal year closes. If you want to keep more of the money you make, provide competitive benefits, and avoid costly mistakes, you won’t want to miss Craig’s expert guidance. Tune in now and start building a better, more financially 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: Critical 401k regulation changes agency owners must address How new Roth contribution requirements affect high-earning employees Strategies to ensure compliance and avoid costly IRS penalties Why proactive communication with your 401k administrator is essential Opportunities for new tax credits with recently established retirement plans The urgency of year-end planning and regular discussions with your tax advisor Maximizing tax-saving strategies for agency owners and their families /episode/index/show/buildabetteragency/id/38859700

Episode 525 Agency Success in 2026 with Drew McLellan 10/26/2025

Episode 525 Agency Success in 2026 with Drew McLellan Welcome to a new solo cast episode of Build a Better Agency! Host Drew McLellan is flying solo for episode 525, bringing decades of agency expertise to help owners prepare their businesses for a fast-changing marketplace. If the calendar is winding down and you're looking ahead to 2026, this episode is packed with actionable insights designed specifically for agency leadership. Drew kicks off with an overview of critical housekeeping—announcing the monthly workshop giveaway winner and expressing gratitude to long-time sponsor White Label IQ. The heart of this episode, though, is a deep dive into the unique responsibilities agency owners must own in these last 60 days of 2025. Rather than swamping yourself with creative or client-service tasks, Drew urges you to refocus on the essential leadership duties that no one else in your company has the authority or experience to fulfill. Listeners will hear Drew break down the owner’s role into five core areas: driving new business, articulating agency vision and values, managing financial health, nurturing both people and clients, and building an empowered leadership team. He shares clear strategies for refining your agency’s differentiation, creating a new business pipeline, career-pathing for staff, and cultivating “client love” from the top down. If you’re struggling with being too hands-on or feeling disconnected from your agency’s strategic path, Drew offers practical ideas and downloadable tools to get you back on track. Don’t miss this episode if you want to kick off 2026 in the strongest possible position. With guidance on setting vision, connecting with your team and clients, and creating a culture where everyone knows the agency’s direction, Drew’s solo cast is a masterclass in leadership focus—and a reminder that your job as agency owner is irreplaceable. Tune in and walk away ready to lead with clarity, confidence, and purpose. 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: Defining mission, vision, and values as a leadership priority How agency owners shape and communicate their agency’s direction Why new business growth requires both existing and new clients The critical role of agency specialization and niche expertise Building a culture of employee growth, career pathing, and retention Strengthening client relationships beyond project work Creating a leadership team to handle agency fires and empower growth /episode/index/show/buildabetteragency/id/38762990

Episode 524 Maximizing Agency Valuation with Ben Gaddis 10/19/2025

Episode 524 Maximizing Agency Valuation with Ben Gaddis Welcome to another thought-provoking episode of Build a Better Agency! This week, host Drew McLellan welcomes Ben Gaddis—former agency owner, seasoned operator, and now private equity investor—to give you an insider’s view of what makes an agency truly valuable in today’s changing landscape. Drawing on his unique journey from building and selling his own highly successful agency to investing in others, Ben shares a holistic, 360-degree perspective on agency growth, acquisition, and evolving business models. In their honest discussion, Drew and Ben explore how the definition of agency “success” has shifted from hiring more staff to focusing on lean, highly efficient delivery and organic account growth. Ben discusses the increasing importance of productization, technology, and leveraging global resources, while still maintaining creativity and strategic value. You’ll learn why being intentionally smaller can offer you bigger opportunities, how to balance artisanal creativity with scalable systems, and the dangers of being stuck in the “dangerous middle” of agency offerings. The conversation also tackles practical strategies for driving organic revenue, such as implementing account growth systems, setting clear client expansion targets, and leveraging tech to empower senior talent. Ben offers a candid investor’s perspective on what he looks for in a potential acquisition—including founder vision, unique positioning, and the ability to scale beyond the owner. The episode rounds out with actionable advice on hiring for strategy, pricing for value, and pushing past limiting beliefs that hold many agencies back from real growth. If you’re an agency leader contemplating the future—be it refining your business model, growing more profitably, or exploring eventual exit options—you’ll find this episode packed with strategic insights and hard-earned lessons from both sides of the deal. Get ready to rethink how you scale, sell, and position your agency for what’s next! 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 definition of agency value and what buyers are really seeking The impact of technology and AI on agency models and service delivery Choosing between productized “factory” models vs. bespoke creative shops The critical role of organic growth and client retention in increasing agency value Leveraging operating systems and account plans to systematically grow existing accounts How right-sizing and hybrid staffing models can drive profitability The importance of founder vision and clear differentiation for long-term success /episode/index/show/buildabetteragency/id/38527900

Episode 523 Creating a Future-Ready Agency with Rishad Tobaccowala 10/12/2025

Episode 523 Creating a Future-Ready Agency with Rishad Tobaccowala Welcome to another insightful episode of Build a Better Agency! In this thought-provoking conversation, host Drew McLellan welcomes acclaimed author, agency veteran, and thought leader Rishad Tobaccowala to the show. Together, they dig into the rapidly evolving nature of work and what it means for agency leaders and teams in the years ahead. Rishad draws on his decades of agency experience and his latest book, "Rethinking Work," to outline the powerful shifts transforming how, where, and why we work. With unmatched clarity, he breaks down the five key forces—ranging from technology and AI to shifting demographics and the post-COVID mindset—that are redrawing the boundaries between work and life. Rishad also challenges traditional agency norms by explaining why flexibility, purpose, and autonomy are now at the heart of attracting and retaining top talent. Listeners will come away with fresh ideas for structuring their agency teams, from leveraging fractional and freelance talent to reimagining office space as dynamic hubs for creativity and collaboration. Rishad and Drew also tackle leadership evolution, with candid advice on moving from "boss zones" to genuine zones of influence that inspire trust and independence. If you’re ready to shake off old models and embrace the future with optimism, this episode is a must-listen. By the end, you’ll be eager to reimagine your agency’s structure, ignite your creativity, and cultivate a workplace where both people and business can thrive in our new era of work. 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 work is changing faster than ever—and how agencies can get ahead Shifting from “bosses” to leaders to attract and retain top talent Embracing a flexible workforce: full-time, freelance, fractional, and AI “employees” Redesigning office space to encourage purposeful, in-person collaboration Rethinking organizational structures—moving from rigid hierarchies to “jazz ensemble” models Leveraging AI and technology to boost revenue per employee and agility How agency owners can reimagine their business for resilience and future growth /episode/index/show/buildabetteragency/id/38515740

Episode 522 Strategic Methodologies for Agency Success with Ana Laskey 10/05/2025

Episode 522 Strategic Methodologies for Agency Success with Ana Laskey Welcome to another insightful episode of Build a Better Agency! This week, host Drew McLellan sits down with Ana Laskey, an experienced market researcher and strategist, to tackle one of the industry’s hot-button issues: the art and business of agency strategy. As the marketing landscape gets more crowded with freelance talent and AI tools, Drew and Ana dig deep into what truly differentiates agencies—our ability to develop meaningful, insight-driven strategies that help clients succeed. Ana brings her expertise to the table, sharing how pairing robust market research with a well-defined strategic methodology can help agencies deliver smarter, more profitable work. Together, they explore the dangers of gathering too little or too much information, the weaknesses of relying solely on AI for insights, and the necessity for agencies to develop consistent and niche-focused processes for strategy development. Ana emphasizes that strategy isn't just about information abundance—it's about refining the right data to create actionable plans that are rooted in genuine client needs and market realities. You’ll come away with actionable advice on how to standardize your strategic process, build a reliable methodology for insight gathering, and confidently present your findings to clients—even when they push back. Ana and Drew also discuss the economics of strategy work, how to integrate research costs into your agency’s proposals, and ways to communicate the value of this work to clients who may hesitate to invest. If you’re grappling with how to make your agency’s strategic offerings stand out and drive meaningful results, this episode is packed with practical tips, real-world examples, and a clear call to rethink your approach to strategy. Don’t miss it—you’ll finish the hour ready to lead your team through a smarter, more streamlined strategy process that delights your clients and protects your bottom line. 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 having a defined methodology is essential for effective agency strategy The critical role of niche focus in building strategic expertise How to gather and validate the right data for client strategy Differentiating assumptions from facts in strategic recommendations The impact of new research tools, including AI, on accessing insights Communicating the value and cost of strategic work to clients The importance of confident, insight-driven storytelling to win client trust /episode/index/show/buildabetteragency/id/38448170

Episode 521 Trends and Tactics for Business Growth with Lee McKnight Jr 09/28/2025

Episode 521 Trends and Tactics for Business Growth with Lee McKnight Jr Welcome to another data-driven episode of Build a Better Agency! This week, host Drew McLellan sits down with returning guest Lee McKnight to break down the results of RSW/US’s freshly released 2025 Agency New Business Survey. Together, Drew and Lee unpack the real-world challenges and emerging opportunities that agencies—especially small and midsize firms—are facing as they gear up for the rest of 2025 and look ahead to 2026. Drew and Lee explore the survey’s biggest takeaways, including the persistence of economic uncertainty, longer sales cycles, and increasing client budget constraints—all pain points that seem to be universal across the agency landscape right now. You’ll hear candid discussions about the so-called “pipeline crisis,” with a striking 93% of respondents saying their agency’s growth engine isn’t firing on all cylinders. But it’s not all doom and gloom—Lee shares evidence that more agencies are stepping up their business development game, investing in content, and getting proactive with new business strategies. The conversation dives into specific tactics agencies are leaning into, from ramping up their content marketing efforts to productizing service offerings and rethinking referrals. They unpack why building a sustainable, always-on new business machine matters more than ever, and touch on the evolving relationship between agencies and in-house teams. Plus, the duo discusses how smart use of AI is shaping prospecting, research, and content—while still emphasizing the irreplaceable value of the human touch. Don’t miss this in-depth analysis if you’re determined to make your agency stand out in a crowded marketplace. You’ll walk away with actionable insights on increasing your agency’s visibility, keeping your new business pipeline healthy, and navigating the rapidly shifting marketing landscape with confidence. If you’re looking to end the year on a high note and get ahead of the competition in 2025, this episode is packed with the expert perspective you need. 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 agency growth during economic uncertainty Building a consistent and sustainable new business pipeline Leveraging content and thought leadership to improve visibility Rethinking reliance on referrals and embracing diversified lead generation The evolving role of AI in agency business development Productization of agency services—opportunities and caution Competing and collaborating with in-house agencies in today’s landscape /episode/index/show/buildabetteragency/id/38369350

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

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