Build a Better Agency Podcast

Welcome to another insightful episode of Build a Better Agency! This week, host Drew McLellan is joined by talent acquisition expert Kat Duncan for a deep dive into the ever-evolving art and science of hiring in today's agency world. If attracting and retaining top talent has ever felt daunting, you're in the right place—Kat Duncan brings over two decades of recruiting experience and actionable advice for agency leaders looking to build standout teams. Together, Drew McLellan and Kat Duncan explore the common hiring pitfalls many agency owners face, from relying solely on resumes and "been there, done that" experience to underestimating the real costs of a bad hire. Kat Duncan sheds light on the critical distinctions between HR and talent acquisition, explains why every hire is a sales pitch (on both sides!), and shares insights into what makes recruitment so complex—and rewarding—for creative businesses. You'll hear practical strategies for systemizing your hiring process, establishing efficient feedback loops, and fostering a candidate experience that enhances your agency's reputation, not damages it. The pair also address emotional blind spots in the process: What happens when candidates feel ghosted? How do you protect your agency's brand during interviews? And why should you look for a "culture add" instead of just a culture fit? Don't miss this candid discussion if you're hiring now—or know you will be soon. By the end, you'll know how to avoid common mistakes, shorten your hiring timeline, and create an interview experience that attracts the very best talent. With Kat Duncan's tips and Drew McLellan's signature practical approach, you'll be ready to transform your next hire from a roll of the dice to a strategic win for 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. Why recruiting is more than just HR: understanding the critical distinction for agencies The dangers of a disorganized hiring process and the impact of poor candidate communication Why agencies should prioritize proactive, systematic feedback during recruitment The value of hiring for potential and culture add—not just resume or industry background Building a consistent, respectful, and efficient interview system for long-term reputation Why a great hire is about mutual enthusiasm—not just technical skill matches The increasing importance of every team member as agencies run leaner, smarter, and more efficiently

Welcome to another insightful solo episode of Build a Better Agency! This week, host Drew McLellan draws on his 25+ years of agency experience to tackle a game-changing reality for agency owners: the ways buyers find, vet, and select agencies have shifted—and your approach needs to shift too. Based on the latest industry research and buyer behavior data, this episode serves as both a wake-up call and a practical roadmap, ensuring your agency is "future-proofed" for today's—and tomorrow's—client expectations.  Diving deep into what really happens before an RFP hits your inbox, Drew McLellan reveals that the majority of buying decisions are made before agencies ever take the stage for a pitch. He shares eye-opening statistics—like Forrester's finding that 92% of B2B buyers have a preferred vendor before the pitch even starts—and illustrates why visibility, authority, and trust are now your most important assets. Listeners will discover why authority-building and relationship nurturing trump old-school charm, and why consistent, outcome-focused content is now essential for remaining discoverable in both human and algorithm-driven searches.  Beyond theory, Drew McLellan provides a series of targeted, actionable "homework assignments" you can start right away, from the "5-minute stranger test" to case study revamps and trust broker mapping. You'll learn how to make your agency's value instantly obvious and compelling across every digital touchpoint—website, LinkedIn, third-party mentions—while cultivating the patterns of social proof and authority that today's buyers demand. Drew also explains how algorithms and AI tools are shaping client shortlists, and why crafting machine-readable, buyer-friendly positioning is now non-negotiable.  If you're ready to break old sales habits, update your growth strategies, and implement repeatable steps to increase your agency's desirability, this episode is a can't-miss. Whether or not you attend the Build a Better Agency Summit, Drew McLellan's guidance will challenge you to rethink your approach and take meaningful action toward winning the clients of the 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: How today's agency buyers make decisions long before the pitch The growing impact of authority, visibility, and trust in landing new clients Future-proofing your agency for AI-driven and algorithm-shaped discovery The four pillars every agency must communicate: clarity, evidence, social proof, and humanity Why building consistent, outcome-focused case studies is non-negotiable The importance of nurturing trust brokers and relationships across your industry Actionable homework to ensure your agency is findable and desirable to the future buyer

Welcome to another episode of Build a Better Agency! This week, host Drew McLellan dives into the rapidly evolving landscape of AI and its game-changing implications for agency owners. Joining him is Julian Goldie, an innovative SEO agency owner and AI authority who has reimagined his business by harnessing the power of automation. Together, they demystify AI's practical applications, offering grounded advice for agencies eager not to fall behind in the age of automation.  In this insightful conversation, Julian Goldie recounts how the emergence of tools like ChatGPT prompted him to reinvent his agency from the inside out. He shares real-world examples of leveraging AI for operational efficiency—including automating repetitive outreach tasks, cutting costs, and scaling revenue without increasing headcount. You'll hear how identifying high-impact areas for automation can transform daily workflows and free up your team to focus on the strategies that matter most.  Drew McLellan and Julian Goldie discuss the overwhelming variety of AI tools on the market and outline how to strategically narrow down your agency's tech stack. You'll get tangible tips for evaluating and adopting automations, maintaining quality control, and sidestepping common pitfalls many organizations face when deploying AI. Plus, Julian reveals his "three-tool AI stack" essential for any modern agency, and shares strategies for using AI not just to save time, but to generate new revenue streams and position yourself as an industry thought leader.  Whether you're just beginning to experiment with AI or are looking to deepen your automation game, this episode is packed with actionable insights. By the end, you'll have concrete steps for auditing your workflow, selecting the right tools, and leading your clients confidently into the future of AI-powered marketing. Don't miss this practical roadmap to building a smarter, more scalable, and future-ready 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: Leveraging AI to automate high-impact agency tasks   Building value through workflow automation, not just content creation Simplifying your AI tech stack for profit and efficiency The critical role of quality control with AI-powered outputs Using AI-driven communities and content for client acquisition Mindful adoption: focusing on one key automation at a time Positioning your agency as a thought leader by documenting and sharing your AI journey  

Welcome to another episode of Build a Better Agency! This week, host Drew McLellan sits down with agency owner and behavioral science expert Nancy Harhut to unlock the hidden forces behind human decision-making—and how they impact your agency's marketing success. Drawing on her years of experience and her deep dive into the psychology of persuasion, Nancy brings a fresh perspective on why people do what they do—and how marketers can ethically harness those instincts to drive action.  In this episode, Nancy breaks down the fundamentals of behavioral science, emphasizing the powerful shortcuts our brains take when making decisions. Together, Drew and Nancy explore concepts like autonomy bias, social proof, and left-digit pricing, providing practical strategies for agencies to leverage these psychological triggers in everything from copywriting to pricing models. Whether it's using testimonials the right way, framing choices to nudge conversions, or tapping into the subtle cues that build trust, Nancy's real-world examples and research-backed tips are sure to spark new ideas.  They also tackle the big question of technology's role in the age of AI—exploring how artificial intelligence can support (but not replace) the human art of persuasion. Plus, they discuss how behavioral science applies across both B2B and B2C spaces, and offer actionable advice for getting clients on board with a more psychologically informed approach to marketing.  If you're ready to move beyond generic messaging and start connecting with your audience on a deeper, more instinctive level, this episode is a must-listen. By the end, you'll have a toolkit of proven tactics you can apply to your agency's work immediately—boosting engagement, persuasion, and results for both you and your 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: Defining behavioral science and its impact on marketing   The role of decision-making shortcuts in human behavior Leveraging autonomy bias and providing choices to increase engagement Harnessing the power (and pitfalls) of social proof and testimonials Overcoming buying barriers by identifying "why-not" reasons Applying behavioral science tactics to pricing and perception Using reasoned explanations ("because") to boost compliance and sales

Welcome to another insightful episode of Build a Better Agency! This week, host Drew McLellan is joined by returning guest Noel Andrews, the founder of JobRack, to explore a dynamic trend that's reshaping the way agencies build and cultivate their teams. Together, they dive into the growing movement of hiring full-time international team members from regions like Eastern Europe and South Africa—and the significant impact this is having on agency culture, client results, and operational efficiency. Noel Andrews lends his expertise as an offshore hiring specialist, clarifying common misconceptions about international talent and revealing why more agencies are opting for highly skilled, long-term team members abroad instead of just local hires or gig-based freelancers. He shares firsthand accounts from agency leaders who have been pleasantly surprised by both the technical expertise and the positive, collaborative attitudes these global professionals bring to the table. The discussion expands into how international team members can raise the bar for everyone, shifting mindsets and work habits for the better company-wide. The conversation doesn't stop at hiring practices. Drew McLellan and Noel Andrews unpack actionable strategies for fostering strong agency culture, even within remote and hybrid setups. From the value of clear communication and setting high standards to intentionally building connections among geographically dispersed teammates, you'll get practical tips for making everyone feel like a real part of the team—no matter where they're located. They also dig into how AI and automation are influencing agency roles, why clarity is more crucial than ever, and how proactive leadership can remove day-to-day roadblocks so every team member can operate at their best.   Whether you're considering expanding your team internationally or simply looking to boost engagement and performance within your distributed agency, this episode is packed with real-world advice and inspiration. Tune in to discover how making small, intentional tweaks—rooted in clarity, culture, and high expectations—can set your agency up for a standout year ahead.   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 rise of hiring full-time international team members for agencies   Shifting perceptions around the skill and impact of offshore talent How remote and hybrid teams can intentionally build and maintain strong agency culture The crucial role of clarity in expectations, communication, and goal-setting Removing barriers and empowering teams to operate at their highest level Leveraging AI and automation without losing the human touch The value of high standards and small, consistent actions for agency success  

Welcome to another impactful episode of Build a Better Agency! This week, host Drew McLellan sits down with AI strategist and data tinkerer Cade Dannels to demystify the true potential of artificial intelligence for agencies. If you're tired of hearing the same surface-level conversations about AI writing blog posts, buckle up—this conversation digs deeper. Drew McLellan and Cade Dannels break down how agencies can move beyond basic content generation and leverage AI for operational excellence, lead generation, and creating scalable efficiencies that truly impact the bottom line. Cade Dannels shares his journey from automation enthusiast to agency consultant and reveals the untapped goldmine lurking in most agencies: mountains of unstructured data, from transcripts to emails to proposals. You'll learn practical strategies for onboarding AI as you would a new employee, structuring your agency's unique frameworks into these systems, and using time-tracking to identify tasks ready for automation. The episode also covers step-by-step DIY approaches agencies can start today—no massive tech team or budget required. Together, Drew McLellan and Cade Dannels unpack the real-world process of using AI for smarter lead qualification, nurturing, and personalized outreach—without losing that human touch. They address common concerns about errors, model selection, and how to experiment meaningfully as you climb the AI learning curve. You'll also hear creative ways to motivate team engagement and discover actionable prompts and experiments you can implement immediately.   Don't miss this episode if you're ready to stop dabbling in AI and start harnessing its full agency-transforming power. Whether you're an agency owner taking your first experimental steps or already integrating AI but unsure where to go next, this conversation will help you confidently build a roadmap for impactful, ongoing innovation.   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 agency AI: beyond content creation to business operations   Experimentation as the foundation for AI success in agencies Leveraging your agency's unique data and frameworks to unlock AI's full potential Practical lead generation automation with AI—sourcing, qualifying, and nurturing prospects The importance of "onboarding" AI like a new team member for better, more relevant outputs Humanizing AI-driven outreach through strategic inputs and oversight Start small, experiment broadly, and engage your whole team in AI discovery

Welcome to a powerful solo episode of Build a Better Agency! In this installment, host Drew McLellan takes a deep dive into one of the most urgent and consequential topics facing agencies today: the vital importance of ongoing professional development. Drawing from decades of experience and the latest industry data, Drew McLellan lays out a compelling case for why investing in your team's growth is no longer a "nice to have"—it's a must-have for agency survival in the coming years. Throughout the episode, Drew McLellan connects the dots between employee retention, profitability, and developing future-ready skills, emphasizing how the talent landscape is shifting faster than ever before. With alarming stats showing that over 90% of employees would stay longer with employers who invest in their career development, he argues that the biggest threat to agencies isn't just AI or industry consolidation—it's failing to keep your people learning, engaged, and prepared for new demands. Listeners will walk away with concrete strategies for building a culture of learning within their agencies. Drew McLellan shares actionable steps: from creating a realistic professional development budget, conducting a skills gap assessment, and designing meaningful learning experiences, to the critical role of leadership in modeling a learning mindset. He also addresses common objections, like the fear that trained employees might leave, and flips the paradigm—demonstrating that investing in growth is actually the best insurance against turnover and burnout. If you want to protect your margins, retain your best talent, and lead a team that can outpace industry change, this episode is essential listening. Tune in for data-backed advice, tough truths, and a practical roadmap to becoming an agency where people join—and stay—because they know their growth matters. 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 critical role of professional development in agency growth Why investing in employee learning boosts retention and profitability The ROI of upskilling versus the true cost of turnover How to build a culture of continuous learning and accountability Prioritizing skills for the future: AI fluency, data literacy, and business acumen Combatting burnout with smarter, not just harder, work   Simple steps to launch an impactful development program today  

Welcome to the latest episode of Build a Better Agency! Host Drew McLellan is joined by talent strategy expert John Arnold to tackle one of the most critical and timely challenges facing agency owners today: hiring, retaining, and managing the right people in the ever-evolving agency landscape. As AI and technology shift agency workflows, Drew McLellan sets the stage for a refreshing conversation about why the human element is more important now than ever. John Arnold, co-owner of Celerity—a firm that was itself born from agency roots—brings decades of experience in staffing, executive search, and talent advising. Together, they explore the seismic changes agencies have faced in team structure, from the rise of remote work and fractional contracts to the increasing responsibility placed on each team member. John Arnold shares actionable strategies for navigating this new reality, including how tools like Predictive Index and other personality assessments are transforming agency hiring decisions. You'll learn why understanding your own leadership style is just as important as knowing what you're looking for in a new hire. This episode digs into practical frameworks for the ideal interview process, tips for avoiding common hiring pitfalls, and ways to structure assessments and team interviews to ensure long-term fit. John Arnold also reveals the personality traits and behaviors that signal an exceptional agency employee, while offering candid advice for managing generational divides and work-life balance in today's workforce. The conversation doesn't shy away from tough topics: Drew McLellan and John Arnold discuss red flags, deal-breakers, and why agency leaders must be upfront with candidates from the very start.   If you're ready to strengthen your agency's team, enhance your understanding of talent, and embrace data-driven hiring, this episode delivers the insights you need. By the end, you'll have the tools—and the confidence—to build a stronger, more resilient agency culture. Don't miss this invaluable deep dive into what it takes to recruit, retain, and inspire top talent in today's dynamic agency world!   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 critical role of data in modern agency hiring   Balancing gut instinct with science for better hiring outcomes Structuring a successful multi-step interview process Why curiosity and accountability matter in agency talent Navigating generational shifts in work/life balance expectations The evolving landscape of remote and hybrid work in agencies Preparing for the future: leveraging AI and assessments to predict job fit

Welcome to another insightful episode of Build a Better Agency! This week, host Drew McLellan is joined by legendary cartoonist and marketer Tom Fishburne, best known for his "Marketoonist" series that has humorously and astutely captured the nuances of agency life for over two decades. If you've ever laughed (or cringed) at a cartoon that perfectly depicts a creative brief gone wrong or the infamous "shiny object syndrome" in marketing, there's a good chance it was one of Tom's. In this fast-paced conversation, Drew McLellan and Tom Fishburne explore the enduring themes and challenges of agency culture, creativity, and client relationships, using Tom's cartoons as a lens for the ever-evolving world of marketing. Tom shares how his unique background on both the agency and client sides has shaped his perspective and provided endless inspiration. He opens up about his creative process, how stepping back for "analog thinking" allows him to push past predictable ideas, and why intentional humor can break down barriers and foster connection inside agencies and with clients. Listeners will also hear fresh insights on the changing role of data and AI in the industry, and how agencies can stand out by marrying "analog intelligence" with digital tools—without losing the essential human touch. Drew McLellan and Tom Fishburne discuss why so much work is met with indifference, the importance of a well-crafted creative brief, and the power of dedicating time to unstructured thinking, even in today's deadline-driven environments.   Whether you're a fan of Tom's cartoons or new to his work, this episode will inspire you to reframe how you approach creativity and culture in your agency. You'll walk away with practical homework on integrating humor, empathy, and analog thinking into your agency's DNA—fueling better work, stronger teams, and more memorable client relationships. Don't miss this blend of wit, wisdom, and actionable advice for building a truly distinctive 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: Bringing humor and humanity into agency work   The evolving relationship between agencies and clients Why creative briefs often go wrong—and how to fix them Using analog thinking to spark creativity and originality Avoiding indifference by moving beyond data-driven sameness Balancing AI tools with the irreplaceable value of human insight Creating space for deep, focused thinking in a fast-paced industry  

Welcome to another compelling episode of Build a Better Agency! This week, host Drew McLellan sits down with special guest Brett Farmiloe, a former agency owner turned SaaS entrepreneur, to unpack the evolving world of PR and media in the age of AI. Together, they dive into the complexities and opportunities that the rapid adoption of AI presents for agencies, especially those aiming to maintain authentic, high-value relationships with journalists and media outlets. In this insightful conversation, Brett Farmiloe shares the unique vantage point gained from his time building and selling a marketing agency, now channeled into his role as the founder and CEO of Featured.com and the current owner of the iconic HARO (Help a Reporter Out) platform. He reveals how both tools are being reimagined to adapt to today's media demands—where automation intersects with the irreplaceable value of human expertise. Agencies will gain an inside look at how AI is reshaping the process of matching experts with media opportunities, the crucial role of maintaining human oversight, and strategies for keeping quality and trust at the forefront in a flood of AI-generated content. Throughout the episode, Drew McLellan and Brett Farmiloe tackle the questions on every agency leader's mind: How can we use AI as an asset, not a crutch? What do journalists expect from agency sources in a world where the line between authentic insight and machine-generated text is increasingly blurred? And what are the best practices for pitching and building real relationships in this new landscape? You'll hear practical strategies, real-world examples, and honest perspectives on keeping your agency—and your clients—ahead of the curve.   Don't miss this episode if you're ready to rethink PR for your agency, streamline your workflows with SaaS-inspired thinking, and learn how to create more value for your clients in a changing media environment. With actionable takeaways on automation, self-service value, and trust building, this discussion is packed with ideas to help you future-proof your agency's PR and client service strategies.   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: How AI is reshaping PR and media relations for agencies   The ongoing importance of human expertise in "human-in-the-loop" PR Maintaining trust and quality when using AI-generated pitches Reviving and modernizing HARO to better connect journalists and sources What agencies can learn from SaaS to increase efficiency and value How journalists are adapting to AI, multiple income streams, and new media channels New opportunities for agencies in proactive PR and as AI consultants for clients

Welcome to another insightful episode of Build a Better Agency! This week, host Drew McLellan tackles the critical—yet often underestimated—legal side of agency mergers and acquisitions. Joined by agency law specialist Sharon Toerek, Drew explores all the ways agencies can better prepare for buying or selling a business and avoid the legal pitfalls that can delay deals, drive up costs, or even kill transactions entirely. Sharon Toerek shares from her first-hand experience helping agencies on both the buy and sell side, breaking down the foundational legal elements every agency owner needs—whether or not they plan to sell someday. Together, they dig into everything from the importance of robust client and employee contracts, to protecting intellectual property, to the necessity of having proper corporate governance documents in place. Sharon explains how missing or incomplete contracts can erode agency valuations, scare buyers, and create costly last-minute headaches. The conversation also covers the nuances of deal documentation, the significance of a well-prepared due diligence process, and the real-world "war stories" that illustrate why legal readiness matters so much. Drew McLellan and Sharon Toerek offer listeners practical, actionable steps to start shoring up their agreements, documents, and internal processes now—not just in anticipation of a sale, but as fundamental best practices for running a sustainable, valuable agency.   Don't miss this episode if you want to eliminate unnecessary risks, maximize the value of your agency, and ensure a smoother M&A journey whenever the time comes. By the end, you'll have a to-do list that can strengthen your agency's foundation today and set you up for a more profitable, stress-free exit tomorrow.   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 critical role of client contracts and why agencies need to centralize and consistently document them   The importance of up-to-date employee agreements and talent documentation to protect agency value Intellectual property as a major driver of agency valuation (and how to properly identify and secure IP assets) The need for clear, accessible corporate governance and owner agreements to prevent deal slowdowns Why preparing legal foundations early smooths M&A transactions and safeguards potential deal value How lack of organization or missing documents can delay, diminish, or even derail agency sales Proactive legal preparation as both a best practice and a profit generator for agencies

Welcome to a brand new year and a brand new episode of Build a Better Agency! In this special solo cast, host Drew McLellan kicks off 2026 with a focused, actionable discussion on preparing agency owners and leaders for what promises to be a pivotal year. Drawing from his decades of experience and deep involvement with agencies across the globe, Drew McLellan lays out five essential resolutions that serve as a roadmap for agency growth, stability, and profitability—no matter your agency's discipline. This episode is packed with practical advice for implementing intentional changes, starting with the importance of carving out deep work time and ensuring that new business development remains a weekly priority. Drew McLellan details how to practically block out time on your calendar for strategic thinking and outreach, and why these habits are especially critical as the market shifts. He also provides a step-by-step formula for running monthly all-agency meetings that build transparency, celebrate wins, and foster accountability—complete with a ready-to-use agenda. The conversation turns to the game-changing impact of AI within agencies, emphasizing why every agency owner must establish clear policies, communicate their approach to both internal teams and clients, and explore how to leverage AI tools to stay competitive. In addition, Drew McLellan highlights the often-neglected importance of deepening personal connections with your team, sharing meaningful rituals and approaches to nurturing these relationships for better retention and morale. Whether you're hoping to weather tough economic conditions, boost your new business pipeline, or future-proof your agency with smart technology and people strategies, this episode equips you with concrete steps for transforming intention into action in 2026. You'll leave inspired to schedule, strategize, and connect—all cornerstones for not just surviving but thriving in the year ahead. 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: Agency owner resolutions for a watershed year Carving out time for deep, uninterrupted work Implementing a consistent new business development routine Building transparency and accountability with all-agency updates Establishing clear AI policies and accelerating AI adoption Deepening human connections with team members   Proactively preparing for 2026's unique agency challenges

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