Build a Better Agency Podcast

Welcome to another thought-provoking episode of Build a Better Agency! In this episode, host Drew McLellan welcomes Greg Star, founder of Driven Branding and former CEO of Carvertize, to explore how agency leaders can leverage LinkedIn to build stronger, more authentic personal brands. If you've ever wondered why your company's LinkedIn page isn't gaining traction or how you can make your own profile stand out in a sea of sameness, this conversation is packed with fresh perspectives and actionable strategies. Drew McLellan and Greg Star dig deep into the "why" behind personal branding, revealing why executives and business owners should take the reins of their LinkedIn presence—rather than delegating to teams or relying on generic company posts. From sharing compelling origin stories to posting weekly updates and engaging thoughtfully with comments, Greg Star outlines what kind of content builds trust, authenticity, and ultimately, business opportunities. They discuss how true engagement emerges when you blend professional expertise with genuine connection—without veering into "cringe" territory or oversharing. You'll also get an inside look at Greg Star's journey from manually creating buzz for his own business on LinkedIn to developing AI-powered tools that help introverted or time-strapped leaders tell their stories effectively. Hear practical tips for building consistency, making each post matter, and handling the inevitable engagement that follows. Plus, find out why starting now—no matter how long you've waited—is the key to momentum.   This episode is a must-listen for agency owners, executives, and anyone ready to move beyond passive lurking and intentional yet inauthentic posting. By the end, you'll be inspired to up your LinkedIn game, share your unique "why," and embrace consistency as the secret weapon to becoming a more visible and trusted leader in today's crowded agency landscape.   A big thank you to our podcast's presenting sponsor, White Label IQ. 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 here. What You Will Learn in This Episode: Leveraging LinkedIn for authentic personal branding   Why agency owners' voices outperform company pages on LinkedIn The power of consistency over perfection in building reputation Balancing professional storytelling with vulnerability (without getting "cringe") Using origin stories and the "why" to foster connections How AI tools can assist—without replacing—the human touch Simple engagement tactics to grow trust and visibility

Welcome to another can't-miss episode of Build a Better Agency! This week, host Drew McLellan explores a rapidly evolving strategy that has the potential to shake up the way agencies attract leads and position themselves as go-to experts. Joining Drew McLellan is returning guest Tom Schwab of Interview Valet, who brings groundbreaking insights on how artificial intelligence (AI) tools are influencing audience discovery and client acquisition. In this episode, Tom Schwab pulls back the curtain on how his team has leveraged AI tools like ChatGPT, Claude, and Perplexity to turn them into top referral sources for his business and their clients. He explains the shift he's seen in lead quality, why AI-driven traffic outperforms traditional SEO, and how podcasts—especially guest appearances on third-party platforms—are being indexed as trusted resources by these bots. If you've ever wondered how to ensure your agency shows up as a credible source when prospects turn to AI for recommendations, you'll find tons of applicable guidance here. Drew McLellan and Tom Schwab also dig into tactical approaches, including how to diversify your podcast and content topics, strengthen your brand's point of view, and make strategic use of storytelling to engage both traditional listeners and AI "audiences." You'll discover tips on optimizing your show notes, leveraging tools like SparkToro to understand audience behaviors, and measuring the true impact of your podcast outreach—ahead of the curve in our search-evolving landscape.   Whether you're a podcast host, a guest on other people's shows, or simply interested in how AI is changing the marketing game, this episode is packed with actionable takeaways for agencies of all sizes. Tune in to hear how you can future-proof your thought leadership strategy and get found by the right prospects, right when they're searching for your expertise.   A big thank you to our podcast's presenting sponsor, White Label IQ. 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 here. What You Will Learn in This Episode: Leveraging AI as a modern referral source for agencies   Optimizing podcast and long-form content for AI indexing The growing importance of context, point of view, and clarity in content Varying topics and voices to increase authority and reach with AI and audiences Using tools like SparkToro to identify where your ideal audience is searching Repurposing interviews and resources for maximum impact across channels Embracing transparency and specificity to attract high-quality, pre-qualified leads

Welcome to another thought-provoking episode of Build a Better Agency! This week, host Drew McLellan welcomes brand strategist and agency veteran Ulli Appelbaum to dive deep into the science of brand associations—a topic that's often referenced but rarely explored with the rigor it deserves. If you've ever struggled to quantify the value of your agency's or your client's brand, this episode will provide you with the data-backed frameworks and practical wisdom you've been searching for. Drawing on decades of experience across leading global agencies and his own consultancy, Ulli Appelbaum shares key insights from his new book, "The Science of Brand Associations: When Minds Win Markets." Together, he and Drew McLellan break down what brand associations really are, why they matter for long-term growth, and how emotional resonance and consistency are critical in embedding brands into consumer memory. Whether you're building brands for clients or shaping the reputation of your own agency, Ulli Appelbaum's science-based approach gives you the tools to move beyond gut instinct towards strategies that drive measurable results. The episode covers actionable strategies for identifying and cultivating the right brand associations, crafting memorable brand assets, and leveraging the power of emotional storytelling—even in B2B environments. You'll also learn how to use frameworks and scorecards to focus your branding efforts on what really matters, ensuring your brand stands out distinctly against competitors. Plus, the discussion explores why brands with strong association networks rebound faster from economic downturns and command higher price premiums.   Don't miss this episode if you're ready to combine creativity and data in a way that elevates your agency's brand work—and your own brand presence—above the noise. By the end, you'll walk away with practical tools to guide both client conversations and your agency's growth, grounded in proven science rather than simple opinion.   A big thank you to our podcast's presenting sponsor, White Label IQ. 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 here. What You Will Learn in This Episode: The science behind brand associations and why they matter Data-backed reasons brand associations drive growth and profitability How emotional impact and memory structure strengthen brands The power of consistency and distinctiveness in brand assets Using frameworks and scorecards to build effective brands The surprising resurgence and importance of brand characters Practical tools agencies can use to differentiate themselves and their clients

Welcome to another engaging episode of Build a Better Agency! This week, host Drew McLellan turns the spotlight inward to tackle a challenge many agency owners face but rarely confront: the chaos we unintentionally create within our own shops. Joined by productivity expert and business coach Amber De La Garza, this episode dives deep into the subtle ways agency leaders can become the source of their business's dysfunction—and, most importantly, how they can flip the script to become the calming force their teams need. Amber De La Garza brings years of hands-on coaching across diverse service industries, helping business owners recognize how their habits, decisions, and leadership styles ripple throughout their organizations. Together, she and Drew McLellan explore common pitfalls like inconsistent follow-through, the lure of firefighting, and the temptation to solve every problem yourself. They shed light on how these behaviors not only breed chaos but also undermine team empowerment and erode trust. Throughout their conversation, you'll hear actionable strategies for spotting and addressing the habits and leadership gaps that fuel ongoing fires. Amber De La Garza shares practical tools—from tracking your time (spoiler: you're spending it differently than you think!) to identifying recurring symptoms in your business and asking the all-important question: "How am I responsible for this?" The episode also encourages agency leaders to carve out sacred time for big-picture thinking and to support their teams in becoming more self-sufficient problem solvers.   Don't miss this episode if you're ready to break the cycle of crisis mode, build a steadier agency environment, and reclaim the freedom and satisfaction that inspired you to start your business in the first place. By the end, you'll walk away with a renewed sense of ownership—not just over your agency's success, but over the culture and calm you create every day.   A big thank you to our podcast's presenting sponsor, White Label IQ. 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 here. What You Will Learn in This Episode: Recognizing your role in creating agency chaos   Why consistency from leaders sets the tone for the team Strategies to empower employees to solve their own problems The critical importance of owners following their own systems Turning firefighting into long-term solutions How tracking time reveals hidden patterns and priorities Building agency culture through intentional, focused change

Welcome to a transformative solo episode of Build a Better Agency! This week, host Drew McLellan invites listeners to reframe how they view uncertainty, chaos, and change in the agency world. Drawing from both scientific research and personal stories—including a gripping childhood encounter with real fear—Drew McLellan explores why agencies feel paralyzed by unpredictability, and more importantly, how leaders can move beyond fear to thrive in today's rapidly shifting landscape. Listeners will discover why uncertainty is baked into agency life, why our brains crave control, and why periods of upheaval—from economic turmoil and technological breakthroughs to social unrest—can actually be seen as fertile ground for growth and innovation. Drew McLellan champions the concept of a "perpetual renaissance," encouraging agency leaders to harness rather than resist continual change and to build their businesses on adaptability, creativity, and community. Throughout the episode, Drew McLellan underscores the power of belonging and reciprocal support, likening the AMI community to a network of redwoods—each agency strengthened by connection with others. He shares actionable advice on showing up as both a teacher and a student in industry salons, generously exchanging knowledge and resources so everyone thrives amid uncertainty. Insights from neuroscience, evolutionary biology, and agency research come together with practical wisdom to reveal how leading through chaos isn't about control, but about learning to ride the storm—together. Don't miss this deeply encouraging and practical episode, especially if you're looking for ways to put fear aside and become the agency clients seek out for guidance and innovation. By embracing the value of community and the inevitability of change, you'll gain a new perspective on how to master—and even enjoy—the wild ride ahead. Join the conversation, connect with the AMI salon, and help shape the future of your agency in 2026 and beyond. A big thank you to our podcast's presenting sponsor, White Label IQ. 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 here. What You Will Learn in This Episode: Embracing uncertainty as a constant in agency life Reframing fear of change into excitement for opportunity The power of community and collaboration for agency leaders Leveraging perpetual innovation and renaissance as a competitive edge The necessity of group learning and support to overcome decision paralysis Leading clients confidently through chaos and continual change   Adopting a "giver's gain" mindset to strengthen agency networks and growth

Welcome to another insightful episode of Build a Better Agency! This week, host Drew McLellan is joined by returning guest Nicole Mahoney, an accomplished agency owner and thought leader renowned for her innovative work in collaboration within the travel and tourism space. Drawing on her 15 years of industry expertise, Nicole shares how strategic partnerships have propelled her agency to new heights—even during challenging times like the pandemic. Together, Drew McLellan and Nicole Mahoney dig deep into the multifaceted nature of agency collaboration, both with competitors and complementary businesses. Nicole reveals insights from her research, podcast, and her newly released book, breaking down the different types of collaborators—the promoters, doubters, and protectors—and why understanding these archetypes is key to building mutually beneficial relationships. They also explore how agencies can be more intentional with partnerships to drive growth, resilience, and innovation. Expect actionable frameworks, real case studies of cross-agency teamwork, and candid stories about what works (and what doesn't) when it comes to navigating collaborations—from RFP responses to co-hosting major events. Nicole introduces her proven "3C framework" for successful partnerships and shares how agencies can assess and operationalize collaboration as part of their strategic planning, especially heading into 2026.   If you're rethinking how to strengthen your agency's network, improve client offerings, or simply want to learn from real-world examples of effective coopetition, this episode is packed with takeaways. Don't miss this opportunity to hear fresh perspectives on how working together not only benefits your agency, but helps build a stronger, more connected industry.   A big thank you to our podcast's presenting sponsor, White Label IQ. 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 here. What You Will Learn in This Episode: Building agency growth and resiliency through strategic collaboration   Understanding the three types of collaborators: promoters, doubters, and protectors Operationalizing collaboration as an intentional business strategy Keys to effective partnerships: communication, commonality, and commitment Creating mutually beneficial relationships even with competitors (coopetition) Leveraging collaborations to diversify offerings and better serve clients Using partnerships to overcome resource gaps and win larger opportunities

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, White Label IQ. 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 here. 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  

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, White Label IQ. 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 here. 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

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, White Label IQ. 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 here. 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

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, White Label IQ. 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 here. 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

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, White Label IQ. 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 here. 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

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, White Label IQ. 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 here. 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

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, White Label IQ. 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 here. 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

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, White Label IQ. 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 here. 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

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, White Label IQ. 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 here. 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

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, White Label IQ. 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 here. 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

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, White Label IQ. 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 here. 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

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, White Label IQ. 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 here. 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

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, White Label IQ. 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 here. 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

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, White Label IQ. 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 here. 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