Build a Better Agency Podcast

Welcome to a thought-provoking episode of Build a Better Agency! This week, host Drew McLellan confronts a topic that every agency leader needs to address: operational inefficiency and the hidden costs it creates. Joined by operational efficiency expert Michael Greenberg, Drew explores why so many agencies find themselves drowning in disconnected tech stacks, tribal knowledge, and manual processes—and what it really takes to fix it. Drawing from his extensive experience in agency operations and as the author of a book on digital maturation, Michael Greenberg breaks down his five-level framework for operational excellence. Listeners will discover how most agencies get stuck at "Level 2," juggling a mess of cloud-based tools that don't talk to each other, and why that bottleneck blocks the path to real AI adoption. Together, Drew and Michael pull back the curtain on "operational debt" and "operational drag"—those silent killers of growth and profit—and walk through real-world case studies, including agencies faced with integrating multiple acquired firms and their overlapping systems. You'll hear step-by-step strategies for moving your agency forward, from getting buy-in across your team to documenting processes and making smart technology choices. They discuss practical ways to quantify the cost of inefficiency, shortcuts for finding your biggest wins, and even how to gamify process improvement so change actually happens. Plus, Michael shares the single easiest place to start leveraging AI—no full tech overhaul required. This episode is a must-listen if you're feeling overwhelmed by tech bloat, turnover risk, or simply want your agency to be faster, more scalable, and ready for the future. Walk away with actionable tactics to build consistency, boost client confidence, and unlock the next level of profitability—no matter where you're starting. 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: Understand the five levels of operational maturity, from information silos to fully AI-powered operations, and where most agencies actually land Learn why "operational debt" and tribal knowledge quietly cost agencies six figures a year in lost time and inconsistent client delivery Discover the exact order, people, process, then tools, that determines whether an AI rollout succeeds or stalls Hear a real case study of an agency that cut eight of thirteen overlapping software subscriptions and recovered $50,000 Learn the "Rule Zero" habit (always be recording) that gives any agency an immediate, low-effort AI win Understand why client intake, onboarding, and weekly progress reporting are the highest-ROI processes to fix first Get Greenberg's take on how to win team buy-in for new tools and processes, including two of his favorite incentive tricks Learn what kind of technical skill your team actually needs to start automating agency operations Discover Greenberg's prediction for how fast agencies will need to mature over the next two years compared to other industries

Welcome to another insightful episode of Build a Better Agency! This week, host Drew McLellan sits down with Lucy Stratton, CEO and longtime team member of AgencyEA, to explore her remarkable journey from entry-level sales assistant to sitting at the helm. If you've ever considered succession planning, agency leadership, or simply wondered what it takes to thrive within one organization for decades, this episode is tailor-made for you. Lucy Stratton shares her unique story, beginning with her move to Chicago and initial freelance work at AgencyEA, to ultimately steering the agency through an ESOP transition as CEO. Along the way, she discusses the value of deep institutional knowledge, the benefits and challenges of working with a tightly knit team, and why staying attuned to external perspectives helps avoid insularity as your agency evolves. Her first-hand account offers an authentic look at how agency culture, consistent growth, and intentional talent development contribute to long-term success. Together, Drew McLellan and Lucy Stratton unpack the practical realities of succession, including the importance of financial rigor, the surprises and challenges of moving from a specialized role into broad leadership, and how CEOs can balance the ever-present tension between creative vision and business responsibility. They explore how success metrics change for leaders, why leadership fulfillment needs to come from team development rather than individual wins, and strategies for staying innovative as an agency. Don't miss this candid conversation if you're navigating your own leadership path, pondering agency ownership, or looking for ways to foster both stability and creativity within your organization. By the end of this episode, you'll walk away with actionable insights on preparing for the top job, building great teams, and leading agencies into new, exciting chapters. 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 the unique journey from entry-level to agency CEO The value—and challenges—of growing within a single agency Retaining culture while avoiding insularity through fresh perspectives The evolving role and impact of experiential marketing Preparing for leadership transitions and the importance of open conversations Bridging gaps in financial rigor during ownership changes Finding new sources of fulfillment as CEO beyond individual achievement

Welcome to a solo episode of Build a Better Agency! In this candid and thought-provoking installment, Drew McLellan tackles a crucial aspect of agency life that many leaders eventually confront—whether or not to take on a business partner. If you've ever found yourself yearning for someone to share the load, or wondering if partnership could be the solution to your fatigue or succession worries, this episode is a must-listen. Drawing on decades of experience as both an agency owner and consultant, Drew McLellan breaks down the realities of agency partnerships, cautioning leaders to be mindful of the pressures—industry consolidation, slower growth, shrinking profits, succession uncertainty, and the transformative impacts of AI—that might make partnership seem like an easy way out. Instead, he presents a practical, two-layered framework for evaluating if a partnership truly serves your business and personal goals: first, by outlining 9 universal non-negotiables that any candidate must clear, and second, by prompting deep self-reflection to determine if a partner is truly the right fit for you. You'll learn to distinguish between needing a partner versus simply wanting a strong number two, how to identify red flags in potential partners, and why urgent or emotional decisions can lock you into difficult, often irreversible arrangements. Drew McLellan also shares actionable advice on alternatives—like compensation structures or peer support—that may better address your needs without the complexity of new ownership. Whether you're actively considering a partnership, responding to industry trends, or simply feeling the unique pressures of agency ownership, this episode will give you the clarity, criteria, and confidence to make the best decision for the future of your business and your own peace of mind. Don't miss Drew McLellan's expert guidance on one of the most impactful choices any agency owner can make. 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 realities and pressures driving agency owners to consider partnerships Universal non-negotiables for evaluating potential business partners Distinguishing between needing a partner versus a strong number two Common partnership myths and how they lead to costly mistakes Why internal alignment and self-awareness are critical before pursuing partnership Alternatives to partnership for agency owners seeking support or relief The high stakes and lasting impact of making the wrong partnership decision  

Welcome to another insightful episode of Build a Better Agency! This week, host Drew McLellan is joined by industry veteran Laurence Metrick, founder of Trailer Works and author of the new book Your Audience Has a Heart, Not Just a Profile. Together, they tackle the timely and complex intersection of AI, agency life, and the enduring value of genuine human connection. Drawing on over three decades of agency experience, Laurence Metrick shares stories and lessons from both his career journey and his latest book. They examine how the increasing reliance on AI for pattern recognition, speed, and even emotional insights is reshaping both client expectations and agency roles. Laurence Metrick makes a compelling case for why care—not just creativity—is the new currency for agencies that want to serve and retain their most valuable clients in an AI-rich marketplace. The conversation dives deep into practical strategies for infusing more humanity into agency work, including unique staff training approaches, the importance of storytelling, and staying curious about real human experiences. Drew McLellan and Laurence Metrick discuss observational research techniques—like the "cocktail party focus group"—and why true insight into client audiences can never be fully automated. Real-world anecdotes, from tennis club revelations to sleep clinic advertising, illustrate how nuanced understanding, empathy, and direct observation lead to greater effectiveness than mere technological efficiency ever could. If you're asking yourself how to future-proof your agency in the age of automation—or simply seeking inspiration to reconnect with the heart of your work—this episode is a must-listen. You'll walk away with actionable ideas for cultivating deeper team and client relationships, leveraging technology wisely, and ensuring your agency's unique value shines brighter than ever. 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 enduring value of human insight in an AI-driven world Care as the new creativity: strengthening client and customer connections Why efficiency doesn't always lead to effectiveness in marketing The evolving role of agencies as creative conductors and curators Teaching the next generation to observe and understand real human behavior Reviving fieldwork and in-person experiences for deeper audience insights Adapting agency structures for a future of storytelling and nimble teams

Welcome to another inspiring episode of Build a Better Agency! This week, host Drew McLellan welcomes creativity expert and acclaimed author Todd Henry for a deep dive into the world of creative leadership and navigating the pressures of producing excellent work on demand. Together, they unpack what it means to be a creative professional in agencies today—where creativity isn't just a job title, but a way of approaching problem-solving at every level, from design to client service to strategy. Todd Henry brings his wealth of knowledge, sharing how his journey from music to creative direction led him to discover the foundational disciplines behind sustainable and joyful creative work. They explore why it's essential to develop personal practices, not just to avoid burnout, but to consistently deliver compelling, innovative results—even in high-pressure, deadline-driven environments. If you've ever felt the exhaustion of "being creative on demand" or wondered how to keep your team inspired, you'll find Todd's five-part "FRESH" framework for creative rhythm both practical and energizing. Listen in as Drew and Todd discuss the importance of balancing stability and challenge as leaders, fostering healthy team cultures, and deliberately creating space for "unnecessary creation"—the projects and hobbies that stoke your creative fire outside of client demands. They also tackle the timely topic of AI, examining how agencies can leverage new technologies without losing the vital human touch that drives taste, discernment, and authentic connection in the work. Whether you're an agency owner, team leader, or emerging creative, this episode is packed with actionable insights to help you foster braver, more authentic creativity in yourself and your team. By the end, you'll be inspired to bring more "verve" to your work, champion a culture of curiosity and courage, and ensure your agency's creative edge remains sharp in a rapidly changing 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: Embracing creativity as problem-solving for all agency roles Building sustainable creative practices beyond daily project work The power of intentional input and diverse inspiration sources Balancing stability and challenge when leading creative teams Making bravery a habit: maintaining integrity under pressure Using AI as a tool to augment, not replace, human creativity The importance of unnecessary creating to fuel joy and growth