Build a Better Agency Podcast

Latest Episodes:

Episode 523 Creating a Future-Ready Agency with Rishad Tobaccowala Oct 12, 2025

Show notes

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

Episode 522 Strategic Methodologies for Agency Success with Ana Laskey Oct 05, 2025

Show notes

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.

What You Will Learn in This Episode:

- Why having a defined methodology is essential for effective agency strategy
- The critical role of niche focus in building strategic expertise
- How to gather and validate the right data for client strategy
- Differentiating assumptions from facts in strategic recommendations
- The impact of new research tools, including AI, on accessing insights
- Communicating the value and cost of strategic work to clients
- The importance of confident, insight-driven storytelling to win client trust

Episode 521 Trends and Tactics for Business Growth with Lee McKnight Jr Sep 28, 2025

Show notes

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.

What You Will Learn in This Episode:

- Navigating agency growth during economic uncertainty
- Building a consistent and sustainable new business pipeline
- Leveraging content and thought leadership to improve visibility
- Rethinking reliance on referrals and embracing diversified lead generation
- The evolving role of AI in agency business development
- Productization of agency services—opportunities and caution
- Competing and collaborating with in-house agencies in today's landscape

Episode 520 Innovative Exercises for Strategic Planning with Drew McLellan Sep 21, 2025

Show notes

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.

What You Will Learn in This Episode:

- Why traditional SWOT analysis isn't enough for agency planning in 2026
- New, hands-on strategic exercises to challenge assumptions and spark innovation
- Involving a diverse mix of team members—including newer and younger staff—in planning
- Emphasizing radical candor, honest conversations, and psychological safety for deeper insights
- Scenario stress testing to prepare for rapid industry changes (AI, economics, client shifts)
- Client empathy mapping to deepen client relationships and identify real opportunities
- Methods to keep strategic plans alive, actionable, and integrated in agency culture

Episode 519 The Power of Thoughtful Client Engagement with Jamie Shibley Sep 14, 2025

Show notes

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.

What You Will Learn in This Episode:

- The evolution of business relationships in a post-COVID, highly digital landscape
- Why intentional, personal connection is a key agency differentiator
- The science and psychology behind making clients feel seen and valued
- Practical strategies for nurturing client relationships—before and after the sale
- The impact of thoughtful, tailored gifts and gestures (beyond traditional swag)
- Easy ways to operationalize meaningful engagement—without overwhelming your team
- How consistent care and acknowledgment lead to trust, referrals, and stronger client retention

Episode 518 How Stay Interviews Unlock Employee Retention with Sue MacArthur Sep 07, 2025

Show notes

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.

What You Will Learn in This Episode:

- The value of stay interviews for employee retention and engagement
- Why performance management should be a continuous, intentional process
- How to create safe spaces for candid employee feedback
- Strategies for helping employees shape their career paths within small agencies
- The importance of modeling open communication and vulnerability as a leader
- Turning employee feedback into actionable change and team-wide improvement
- Balancing listening with encouraging solution-oriented problem solving

Episode 517 The Secret to Agency Profitability with Michael Farmer Aug 31, 2025

Show notes

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.

What You Will Learn in This Episode:

- Why agencies must shift from delivering quantity to delivering strategic value
- The dangers of undervaluing agency work and over-delivering for too little revenue
- The critical importance of scoping, pricing, and tracking deliverables accurately
- How smaller, independent agencies are positioned to outpace big holding companies
- The need for deeper alignment with client business goals, not just creative output
- Leveraging freelance and specialized talent to extend agency capabilities
- Preparing for the future: consulting mindset, strategic focus, and harnessing AI responsibly

Episode 516 Mastering Credit Card Points for Agency Owners with Julia Menez Aug 24, 2025

Show notes

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!

- Maximizing the value of credit card points for business and personal travel
- The advantage of flexible points over single-airline credit cards
- How to approach booking award flights for best deals (flights over the ocean, positioning flights, and flexibility on dates/destinations)
- Why business expenses offer serious potential for earning free or discounted business class flights
- The most common mistakes agencies and business owners make with points and rewards
- Tips for selecting the right credit cards and optimizing spend categories
- Tools, resources, and step-by-step strategies for DIY points travel planning

Episode 515 Build Your Agency Dream Team for 2026 with Drew McLellan Aug 18, 2025

Show notes

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

What You Will Learn in This Episode:

- Shifting agency team structures for maximum profitability
- The growing blend of full-time, part-time, and contract talent
- Leveraging global talent for specialized and technical roles
- The impact of AI on team composition and the "hollowing out" of the agency pyramid
- Evolving client needs: strategic partners and "Sherpa"-style leadership
- Rethinking hiring for skills and adaptability over formal education
- Building a learning organization to stay ahead in a rapidly changing landscape

Episode 514 Building AI-Enabled Agencies with Greg Shove Aug 11, 2025

Show notes

Welcome to another thought-provoking episode of Build a Better Agency! Host Drew McLellan is joined by serial entrepreneur and AI transformation expert Greg Shove for a timely conversation that will change the way you think about integrating artificial intelligence into your agency. If you've been wondering how to move beyond surface-level AI experiments and truly future-proof your agency, this episode is a must-listen.

Greg shares his unique journey from being a non-technical founder in Silicon Valley to steering his latest venture, Section, into the heart of the AI revolution. Drawing on real-life examples and client experiences, Greg breaks down the critical stages agencies must navigate to become truly AI-enabled—from overcoming workforce anxiety to moving entire teams from novice to proficient. He and Drew discuss why deploying AI isn't like rolling out traditional software, the pitfalls of treating it as such, and why thoughtful, transparent leadership is essential in guiding teams through change.

Listeners will walk away with practical frameworks like OAT (Optimize, Accelerate, Transform) to help assess where their agency sits on its AI journey and concrete steps for encouraging adoption across their team. Greg also provides actionable advice for evaluating the sea of AI tools on the market, empowering agency leaders to strategically experiment and prioritize high-value use cases without getting overwhelmed. Plus, they dig deep into the profound business model shifts AI will bring—and how being prepared to pivot can turn disruption into your agency's biggest opportunity.

Whether you're anxious, excited, or somewhere in between about the rapid pace of AI, this episode will inspire you to lead the change confidently. Tune in to reimagine how you—and your team—can harness AI to drive efficiency, deepen client value, and stay ahead in a fast-transforming industry.

What You Will Learn in This Episode:

- Navigating workforce anxiety and resistance around AI adoption
- Moving agency teams from AI novices to confident, proficient users
- Why deploying AI isn't like traditional software rollouts
- Building a culture of experimentation and continuous learning with AI
- Prioritizing high-value use cases over chasing every new tool
- The importance of leadership engagement and transparency around AI
- Preparing for future business model shifts driven by AI innovation

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