Build a Better Agency Podcast 4c2s4m

Welcome to a timely episode of Build a Better Agency! This week, host Drew McLellan is ed by research partner Susan Baier from Audience Audit to unveil the results of the 2025 Agency Edge Research, fresh from its debut at the Build a Better Agency Summit. Together, they dig deep into how agency clients really feel about artificial intelligence—where they’re embracing it, where they’re hesitant, and what they truly want from their agency partners as AI becomes an ever-more central part of the marketing landscape. Susan and Drew break down the study’s findings, revealing surprising good news for agencies: most clients are not only comfortable with agencies using AI, they actually want their agencies to be transparent and step up as guides and educators in the new AI-driven world. The episode introduces the three client mindsets the research uncovered—AI Embracers, AI Skeptics, and AI Opportunists—exploring what each group wants, fears, and expects when it comes to agency use of AI. Along the way, Susan shares eye-opening data that challenges common agency fears, like the myth that all clients want to replace agencies with tech or are solely focused on cost savings. . Drew and Susan discuss practical, actionable opportunities for agency leaders to build trust, grow their strategic value, and tap into new revenue streams by leading client conversations about AI. They emphasize key client desires: greater transparency around AI use, expert guidance on tools and applications, and clear communication about regulations and risk. You’ll also hear why clients view agency guidance on AI as an entry point not just for marketing, but for broader organizational needs—a potential seat at the coveted strategy table.  Don’t miss this episode if you want to stay a step ahead in the evolving AI landscape. You’ll come away with not only a clear understanding of what your clients are thinking, but with actionable ways to strengthen your agency’s position, open new doors, and create deeper, more trusted partnerships in the age of AI.  A big thank you to our podcast’s presenting sponsor, 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: Exploring client attitudes toward agency use of AI   The critical roles of transparency and trust in agency-client relationships Breaking down three client mindsets: AI embracers, skeptics, and opportunists The growing expectation for agencies to be AI guides, not just service providers Why most clients value better results—not just lower fees—from AI adoption Addressing client concerns and opportunities through open AI conversations Action steps for agencies to become indispensable AI partners

Welcome to another insightful episode of Build a Better Agency! This week, host Drew McLellan is ed by Matt Davies and Pieter-Paul von Weiler, the strategist duo behind the Better Briefs Project, to tackle one of the most persistent and frustrating challenges agencies face: the elusive art of creating a truly effective brief. If you’ve ever struggled with unclear objectives, misaligned expectations, or wasted rounds of creative development, this episode is packed with data-driven answers and practical solutions. Drawing on global research from over 1,700 marketers and agency professionals across 70 countries, Matt and Pieter-Paul share eye-opening findings about the wide gap between what clients think they’re delivering in a brief and what agencies are actually receiving. They break down the staggering disconnect—like the fact that 78% of marketers believe their briefs offer clear strategic direction, while only 5% of agencies agree—and explore the ripple effect this misalignment has on wasted budgets, morale, and creative outcomes. Drew leads a discussion on why so many briefs fall short, what really constitutes a great brief, and how both agencies and clients can step up to improve the process. You’ll hear actionable advice on teaching clients the value of a well-crafted brief, initiating honest conversations before a live project starts, and creating custom templates that actually work for both sides. Plus, Matt and Pieter-Paul draw on their extensive agency experience to explain the difference between client briefs and creative briefs, and how agencies can strategically refine incoming briefs for stronger creative results.  Whether you’re an agency owner, executive, or creative lead, don’t miss this episode if you’re ready to reclaim lost time, reduce budget waste, and build stronger partnerships with your clients around the brief-writing process. By the end, you’ll feel equipped to have more candid, constructive conversations and ensure every campaign starts with clarity and purpose. Head over to betterbriefs.com for more resources and get ready to produce your agency’s best work yet!  A big thank you to our podcast’s presenting sponsor, 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: Understanding the disconnect between marketers and agencies when it comes to briefs   Why most briefs lack clear objectives, strategic direction, and alignment The business impact of poor briefs—including wasted budgets and extra rework How agencies can proactively educate clients and improve the briefing process The difference between client marketing briefs and agency creative briefs The importance of partnership and communication in crafting great ideas Practical steps to help clients (and agencies) write better, more effective briefs

Welcome to another inspiring episode of Build a Better Agency! In this episode, host Drew McLellan sits down with high-performance coach and leadership expert Christina Langdon to explore what it truly means to scale your agency—not just in of size or revenue, but in mindset, vision, and team culture. Drawing on decades of leadership experience at organizations like Martha Stewart Living Omnimedia and Fast Company, Christina offers invaluable insights on unlocking growth and reimagining success for agency leaders and their teams. Throughout their conversation, Drew and Christina unpack the dangers of operating on “default mode,” the pitfalls that keep agencies stuck in status quo thinking, and how our brains—wired for survival rather than success—can hold us back from imagining extraordinary futures. Christina introduces practical strategies for reflection and growth, including her signature daily practice: reviewing what worked, what didn’t, and what can be done differently. She explains how these habits, when shared individually and collectively, can spark new awareness and propel teams toward higher performance, deeper engagement, and lasting happiness at work. The episode also delves into tactical frameworks for agency owners looking to elevate their leadership teams, assess existing capabilities, and foster cultures of intentional learning. Christina shares actionable tips on co-creating extraordinary goals, updating job descriptions to match evolving strengths, and using tools like manuals to deepen collaboration and understanding within teams. You’ll also hear how to address common “dream killers,” manage stress by focusing on what’s within your control, and get buy-in for big, bold changes—even from those who might be resistant to new ways of thinking.  If you’re ready to move beyond incremental improvements and instead ignite genuine transformation within your agency, this episode is packed with real-world advice and motivational stories to get you started. Whether you want to grow in revenue, impact, retention, or simply reclaim your team’s enthusiasm, Christina and Drew provide a roap for dreaming bigger—together.  A big thank you to our podcast’s presenting sponsor, White Label IQ. They’re an amazing resource for agencies who want to outsource their design, dev, or PPC work at wholesale prices. Check out their special offer (10 free hours!) for podcast listeners here. What You Will Learn in This Episode: Shifting agency leadership out of “default mode” and embracing intentional growth  Rewiring mindsets from survival to imagination for breakthrough results Building daily reflection practices to improve agency and personal performance Co-creating extraordinary futures as a leadership team rather than top-down planning Leveraging vulnerability and manuals to deepen team collaboration Tackling chronic stress and letting go of low-impact work for better productivity Rethinking job descriptions and success criteria to elevate leaders and teams  

Welcome to a compelling new episode of Build a Better Agency! This week, host Drew McLellan is ed by familiar faces Susan Baier from Audience Audit and Brian Gerstner from White Label IQ to discuss the findings of the 2025 Agency Core research study. Together, Susan and Brian have launched Agency Core, a nonprofit initiative dedicated to providing agency owners with powerful, unbiased data about what’s really going on in the agency world—and the latest results are as sobering as they are enlightening. Drew, Susan, and Brian unpack the study’s in-depth findings, based on responses from over 700 agency leaders. They explore the five distinct agency segments identified, analyzing which mindsets and practices set high-performing agencies apart from their peers. The discussion covers the recurring challenges hurting agency profitability and optimism, including the ongoing struggle with building a strong pipeline, the reality of staffing issues, and a noticeable decline in overall optimism among agency owners compared to previous years. The trio digs into what’s driving these trends and why, despite all the talk around new technologies like AI, the most pressing problems for agencies remain much more fundamental. You’ll also hear their perspectives on the importance of specialized positioning, the power of thought leadership, formal client retention strategies, and maintaining a proactive approach to agency marketing—plus, the critical role of community and peer in navigating tough times.  If you’re looking for actionable insights and a candid, data-driven roap to greater agency success, this episode is a must-listen. Tune in for practical strategies and encouragement on how to move from feeling stuck to thriving, even in a changing industry landscape. By the end, you’ll be equipped to make meaningful changes and inspired to take the next steps toward building a stronger, more resilient agency.  A big thank you to our podcast’s presenting sponsor, 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 power of niche positioning and thought leadership for agency resilience   Why so many agency owners are struggling and the importance of moving from tactical to strategic work Pipeline challenges as the top threat facing agencies today—far suring concerns about AI How formal client retention systems and proactive strategic thinking fuel growth The critical role of reputation: it’s what others say about you, not what you say about yourself Team loyalty initiatives and their connection to agency performance and staff retention Choosing your path: the necessity of specialization versus the struggles of being a generalist

Welcome to a milestone episode of Build a Better Agency! This week, host Drew McLellan takes the mic solo to commemorate a remarkable achievement—the 500th episode of the podcast. With nearly a decade of weekly episodes under his belt, Drew reflects on the invaluable lessons that have emerged from ten years of conversations, challenges, and growth within the agency world. In this special episode, Drew distills his journey into five key lessons learned through years of podcasting and agency consulting. From recognizing that agency life is a marathon, not a sprint, to emphasizing the importance of surrounding yourself with the right team, Drew candidly addresses both the successes and the struggles that come with leading and growing a business. He offers practical wisdom on staying adaptable, celebrating milestones, and taking care of your own wellbeing—insights applicable whether you’re a new agency owner or a seasoned industry veteran. Drew also shares why having the right system is crucial, illustrating how learning and growing together creates a thriving agency community. He dives into the values that drive AMI, especially the commitment to leading with love, and how clear core values and business practices act as guiding principles during both calm and challenging times. If you’re looking for inspiration, reassurance, or tangible takeaways to apply to your agency, don’t miss this landmark episode. Drew’s reflections are a heartfelt thank you to listeners, guests, and partners, as well as a rallying call for the next 500 episodes—reminding all of us that the agency journey is a whole lot better when we travel it together. A big thank you to our podcast’s presenting sponsor, 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 agency ownership as a marathon, not a sprint The critical value of ongoing learning and adaptability Prioritizing self-care and celebrating small wins along the way Building and nurturing a strong, ive team culture Leading with core values—especially love and gratitude Using clear boundaries and best practices to guide agency decisions   The power of community: why together is always better

Welcome to another can’t-miss episode of Build a Better Agency! This week, host Drew McLellan invites negotiation expert Mike Lander to shed light on a critical, and often misunderstood, stage of growing your agency: the art of winning new business and, crucially, negotiating strong client contracts. If your agency is hustling for fresh opportunities in the midst of economic uncertainty, this discussion is perfectly timed to help you secure the deals that matter—on that your profitability and long-term growth. Mike Lander brings a unique dual perspective as both a former procurement director (the “buy side”) and current advisor to agencies navigating the “sell side.” Together with Drew, he explores why so many agencies trip up after being “awarded” new business, mistaking the proposal win for the finish line when, in reality, it’s the starting point for some of the most pivotal work ahead. Mike reveals how agencies can better qualify opportunities, avoid that painful “close second” outcome, and, above all, approach negotiation with a mindset of mutual value creation rather than desperate discounting. The episode dives deep into actionable best practices you can deploy immediately—from building a robust qualification scorecard and prepping for negotiations, to mastering the art of trading instead of discounting. Mike and Drew also tackle the importance of agency differentiation, emphasizing why expertise and industry-specific knowledge trump generic promises of creativity or methodology. Plus, learn how to lead conversations with the kind of value, risk mitigation, and trust-building that makes your agency stand out in a crowded, competitive field.  Whether you’re tired of burning countless hours on unwinnable pitches or want to strengthen your contracts for better client and agency outcomes, you’ll find a wealth of insights in this episode. Get ready to rethink your approach to business development—and leave with concrete “homework” that will set your agency up for more wins, stronger partnerships, and greater profitability. Don’t miss it!  A big thank you to our podcast’s presenting sponsor, 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 the pitch process—why winning isn’t the finish line, but just the beginning   The dangers of chasing bad-fit clients and how to develop a qualification scorecard Differentiation strategies beyond methodology and “our people”—the real keys to standing out Communicating value and risk to buyers—focusing on afters, measurable results, and case studies Stop discounting and start trading—how agencies should approach contract negotiations The art and science of being a trust builder versus a pushover in negotiations Why creative excellence alone won’t win the deal—and separating creative from commercial conversations

Welcome to another insightful episode of Build a Better Agency! In this session, host Drew McLellan is ed by PR expert Ryan Gerding, CEO of Inc. Public Relations, to explore the evolving landscape of public relations and its crucial role in modern communication strategies. Ryan brings over two decades of experience in the PR industry, offering a comprehensive look at how the traditional boundaries of PR have expanded far beyond media relations. Together, Drew and Ryan explore the shifting dynamics of the PR world and how agencies can leverage storytelling, media relationships, and new platforms to enhance their clients' visibility and credibility. They dive into the art of building valuable relationships with media outlets and reporters, emphasizing the importance of being genuinely helpful rather than simply seeking coverage. Ryan also shares his take on the integration of AI in PR, its benefits in organizing thoughts, and its limitations when it comes to creativity—a conversation rich with practical advice for navigating today’s media landscape.  This episode is a must-listen for agency professionals eager to understand the nuanced strategies of modern PR. Discover how to turn potential challenges into opportunities by being a trusted resource and explore the ways PR can significantly boost your agency's success in these ever-changing times.  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 modern PR landscape and its evolution from traditional media relations   Building effective relationships through relevance and helpfulness The impact of AI on PR strategies and operations Understanding the value and implications of pay-to-play PR opportunities Preparing clients for successful media interviews with authentic conversations Enhancing agency-client collaboration through education and expectation management The importance of persistence in media outreach efforts

Welcome to another enlightening episode of Build a Better Agency! In this episode, host Drew McLellan delves into the nuances of effective communication, a skill vital for thriving in today's tumultuous business landscape. ed by guest Cynthia Kane, an expert in mindful communication, they explore how to navigate conversations with clarity and calm, even amidst chaos. Cynthia shares her journey from struggling with ive-aggressive communication to mastering the art of mindful dialogue. This episode unpacks techniques to foster inner calm, which in turn enhances leadership qualities, especially crucial given the current climate of change and uncertainty. Drew and Cynthia discuss the significance of understanding and managing one's emotional and physical responses to ensure conversations lead to constructive outcomes. Listeners will gain insights on the power of pausing to regain composure during challenging interactions. Cynthia introduces practical practices like breathing exercises and self-talk adjustments that leaders can adopt to steer conversations towards resolution rather than conflict. They also highlight the importance of intentional communication, where clarity trumps winning an argument, thereby fostering trust and collaboration within teams.  Tune in to grasp how these communication strategies can transform not only your professional endeavors but your personal relationships as well. This episode is a must-listen for agency leaders ready to enhance their communication skills, cultivate resilient work environments, and lead with authenticity and efficacy. You'll leave with actionable steps to engage more mindfully with your team and clients, building a robust foundation for success.  A big thank you to our podcast’s presenting sponsor, White Label IQ. They’re an amazing resource for agencies who want to outsource their design, dev, or PPC work at wholesale prices. Check out their special offer (10 free hours!) for podcast listeners here. What You Will Learn in This Episode: The importance of inner calm and clarity in leadership during turbulent times   Developing effective communication skills as a learned practice Recognizing and managing physical sensations as cues for stress or discomfort The significance of taking a pause to gain control and clarity in a conversation Practical techniques for maintaining composure and de-escalating tense situations Communicating effectively across generational and remote work challenges The powerful role of intention and mindfulness in professional interactions  

Welcome to another insightful episode of Build a Better Agency! Today, host Drew McLellan returns with guest Lee McKnight from RSW to dive deep into the findings of the new 2025 Outlook report, exploring the evolving landscape of agency-client dynamics. As a key industry player, Lee brings a wealth of knowledge about the intersection of innovative trends and client expectations. In this enlightening discussion, Drew and Lee unpack the promising data from the report, which suggests an optimistic outlook for agency-client spending in the coming year. They tackle critical topics such as the enduring power of referrals, the rising significance of direct outreach, and the crucial role of consistent and targeted content in building authority and securing new business. They make it clear that agencies need to embrace these insights to tailor their strategies effectively. The pair also delve into the complex topic of competition from in-house teams and how agencies can strategically position themselves as indispensable partners through specialized expertise and forward-thinking strategies. Highlighting the potential of AI in both business development and operational efficiency, Drew and Lee emphasize the importance of agencies staying ahead of the curve to maintain relevancy and competitiveness in an ever-changing market.  This episode is packed with actionable insights and expert advice that can help you refine your approach to business development, client retention, and trend adaptation. Whether you're looking to cement your agency’s authority or navigate the nuances of modern client demands, this episode offers the guidance you need to thrive. Don’t miss out on learning how to align your agency’s efforts with the expectations of 2025 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: The alignment and discrepancies in spending optimism between marketers and agencies  The persistent and pivotal role of referrals and outreach in agency-client relationships Embracing AI for research and operational efficiencies without undermining creativity The evolving dynamics of in-house agency work versus external agency engagements Navigating the world of RFPs with a focus on strategic selectivity Demonstrating value through differentiated expertise and specialization Leveraging short-form video content to engage and attract potential clients  

Welcome to another episode of Build a Better Agency! In this solo cast, host Drew McLellan takes center stage to discuss a critical topic that every agency owner should consider—broadening the concept of growth beyond the traditional metrics like headcount and gross billings. As an agency leader, you’ll gain fresh perspectives on how to leverage different growth strategies that go beyond the surface level. Drew delves into the importance of enhancing your agency's growth across various dimensions. He emphasizes the need for agencies to focus on increasing their adjusted gross income, not just through acquiring new clients but also by maximizing the potential of existing ones. Drew challenges agency owners to rethink efficiency, suggesting innovative ways to manage cost of goods and improve team structures through global talent pools and flexible work arrangements. Listeners will also be encouraged to concentrate on retaining clients and top talent, creating a stable foundation for long-term success. Drew outlines how educating both your internal team and clients can lead to more robust relationships and, ultimately, increased agency profitability. A particularly noteworthy point is that true agency growth should translate into better compensation for owners, stressing the holistic value of growth. Don’t miss this episode if you’re ready to explore comprehensive growth strategies that extend beyond just numbers. Drew's insights will provide you with actionable steps to transform your agency’s approach to growth, offering a renewed sense of purpose and direction in how you develop and sustain your business. 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 growth beyond headcount and gross billings The significance of continual learning and teaching within the agency Strategies for increasing adjusted gross income and profitability The vital role of client and team member retention in agency success Exploring flexible team structures and global talent for agency growth Developing a comprehensive plan for agency owner compensation   Embracing new business opportunities through deeper client relationships [

Welcome to the latest episode of Build a Better Agency! In this engaging discussion, host Drew McLellan is ed by veteran leader Jim Fielding to explore what it takes to be an authentic and effective leader in today’s ever-changing landscape. With a wealth of experience garnered from his impressive career in retail and media, including at Disney and DreamWorks, Jim sheds light on being true to oneself while navigating the complexities of leadership. Throughout the episode, Jim shares his personal journey, including the motivations behind his book "All Pride, No Ego: A Queer Executive's Journey to Living and Leading Authentically." He highlights the internal challenges and triumphs he's faced in embracing authenticity as a leader from a marginalized community. Jim offers universal advice on overcoming self-imposed barriers and being vulnerable in leadership—core themes that resonate across industries and identities. Drew and Jim delve deep into the critical aspects of managing during tumultuous times, focusing on controlling what you can, communicating transparently with your team, and maintaining flexibility to adapt to uncertainty. Jim also emphasizes the importance of building diverse, high-performing teams and the business case for diversity and inclusion, especially in client-facing industries like agencies.  Don't miss this enlightening conversation filled with actionable insights on how to foster a culture of trust, respect, and exceptional leadership. Whether you're a seasoned executive or an emerging leader, this episode promises a wealth of knowledge to enhance your leadership journey.  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 vulnerability as a leader during uncertain times  Importance of over-communication with team and clients Creating a diverse team to reflect and understand the client base Listening to team to mitigate blind spots Balancing pride and ego for effective leadership Finding and utilizing your personal board of advisors for guidance Encouraging innovation and diverse perspectives within your team

Welcome to the latest episode of Build a Better Agency! This time, host Drew McLellan is ed by leadership expert Suzanna de Baca for a thought-provoking discussion that will transform the way you think about your role within your agency. As the new year inspires fresh goals, Drew and Suzanna explore the critical element that determines an agency's success: its leadership. Suzanna, who has a fascinating career journey from Wall Street to CEO positions and is now teaching leadership at the MBA level, brings decades of insights to the table. She emphasizes that good leadership extends beyond technical skills—it's crucial in a rapidly changing world to develop emotional intelligence, strategic thinking, and communication abilities. Whether you're a seasoned agency owner or new to leadership, Suzanna's revelations will provide you with a roap to becoming not just effective managers but dynamic leaders. The conversation explores the difference between management and leadership. Suzanna explains that visionary leadership includes establishing a clear purpose and inspiring your team to it. They also address communication challenges, promoting a dialogue instead of a monologue to ensure your vision resonates with your employees. Suzanna and Drew will assist you in repeating and reinforcing your vision without allowing it to become mundane.  Don't miss out if you're eager to enhance your agency's direction through dedicated, intentional leadership. By adopting Suzanna's strategies, you'll empower your team, foster a thriving culture, and guide your agency to new heights.  A big thank you to our podcast’s presenting sponsor, White Label IQ. They’re an amazing resource for agencies who want to outsource their design, dev, or PPC work at wholesale prices. Check out their special offer (10 free hours!) for podcast listeners here. What You Will Learn in This Episode: The evolving role of leadership in an ever-changing environment Distinguishing leadership from management and why it matters Encouraging proactive leadership at every level of the organization The significance of a clear and shared vision for agency success How to effectively communicate and reinforce company vision Leveraging leadership styles and tools for improved team dynamics Engaging employees in a two-way dialogue to enhance organizational alignment

Welcome to another insightful episode of Build a Better Agency! This week, host Drew McLellan welcomes Kevin Eikenberry to the show to explore the ever-evolving landscape of leadership. Kevin, a seasoned expert in leadership and learning with over three decades of experience, shares his expertise on how flexibility and adaptability are integral to effective leadership in today's fast-paced and scattered work environments. Drew and Kevin dive into the various challenges agency leaders encounter as they adapt to a world that demands greater flexibility than ever before. They discuss the transition from traditional, rigid work environments to a more fluid and dynamic approach, where leaders must balance consistency and adaptability. Kevin underscores the significance of mindset, skillset, and habits in enhancing leadership abilities. Together, they examine the aspects of leadership that remain constant despite the changing landscape and emphasize the areas where leaders can foster growth. Kevin shares practical strategies for enhancing leadership effectiveness, including fostering intentional and natural interactions with your team, regardless of location or time zone. Whether you lead a team in person or remotely, Kevin's insights provide leaders with the tools to navigate uncertainty and lead with confidence. This episode is filled with tips for creating meaningful connections with your team, promoting a culture of ability, and continuously improving as a leader.  Don’t miss this inspiring episode if you’re aiming to elevate your leadership skills and adapt to the demands of leading in a flexible work environment. Whether you’re an experienced agency owner or just beginning your journey in leadership, Kevin’s wisdom and practical advice will undoubtedly guide you toward becoming a more impactful and flexible leader in your agency settings.  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 flexible leadership in a post-COVID world Balancing mindset, skill set, and habit set for effective leadership Integrating casual interactions naturally into remote work settings Transitioning from autopilot leadership to intentional adaptation Moving beyond viewing employees' needs as excessive Implementing consistent habit changes for improved leadership Encouraging ability and within teams

Welcome to the latest episode of Build a Better Agency! Host Drew McLellan returns with an engaging conversation that every agency owner needs to hear. In this episode, Drew welcomes back returning guest Casey Brown, a pricing guru known for her unique and insightful perspective on pricing strategy and negotiation. If you’ve ever struggled with finding the right price point for your services or navigating tough client negotiations, this episode is a must-listen.  Casey, who has shared her expertise at a previous Build a Better Agency summit, delves deep into the art of pricing. She examines the common challenges agencies face, such as being pressured to lower prices or feeling concerned about client budgets. Casey sheds light on important strategies for establishing pricing integrity and confidently presenting your agency’s value. With her extensive background as a pricing consultant and experience in corporate America, her advice is both practical and transformative as you prepare for economic shifts anticipated in 2025.  During the episode, Drew and Casey discuss actionable tips for agency owners who might be prone to giving away too much in negotiations. They explore how to prepare emotionally and tactically for price setting and getting, ensuring that you're ready to walk away if necessary—emphasizing the power of 'no' and preparation. With concrete examples and relatable scenarios, they illustrate the importance of maintaining your agency's position without capitulating to every pricing objection.  Tune in to gain valuable insights that can influence your agency's bottom line and help build a more resilient and confident approach to pricing. Whether you’re dealing with seasoned clients or negotiating a first-time contract, Casey’s expert guidance will provide you with the tools to rethink and reinforce your pricing strategies. Don’t miss this episode if you’re ready to embrace the new year with renewed confidence and strategic foresight!  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: Understanding the psychology of pricing and negotiation Differentiating between price setting and price getting The importance of maintaining pricing integrity Leveraging questions to reduce resistance in negotiations Strategies for dealing with budget pushback from clients Preparing effectively for pricing discussions and negotiations Learning from pricing-related losses to improve future strategies

In this episode of Build a Better Agency, Drew McLellan emphasizes the game-changing impact of one-on-one meetings and why agency owners should make them a non-negotiable part of their leadership strategy. Drawing from real-world agency experiences, Drew shares why these meetings serve as an "early warning radar system," helping leaders stay connected to their teams, strengthen workplace culture, and proactively address challenges before they escalate. Drew outlines a structured yet simple framework for these biweekly, 30-minute meetings, highlighting that they are employee-driven—meaning the team member schedules the meeting, completes a structured form in advance, and leads the conversation. He breaks down the essential components of the form, including personal and professional check-ins, growth goal tracking, and opportunities for employees to share concerns, request , and flag internal or client-related issues. By consistently implementing these meetings, agency owners can reduce day-to-day interruptions, foster deeper engagement, and cultivate a team that is both personally and professionally invested in the agency’s success. If you’re struggling with employee engagement, culture-building, or leadership visibility, this episode provides a straightforward yet highly effective solution. Tune in to learn how to implement one-on-one meetings, access Drew’s updated meeting template, and start seeing immediate benefits in your agency. A big thank you to our podcast’s presenting sponsor, White Label IQ. They’re an amazing resource for agencies who want to outsource their design, dev, or PPC work at wholesale prices. Check out their special offer (10 free hours!) for podcast listeners here. What You Will Learn in This Episode: The value of one-on-one meetings for agency growth and employee development Setting professional and agency-focused growth goals for employees Encouraging ability and preparation among team Building deeper connections through personal and professional check-ins Enhancing employee and addressing key issues effectively The importance of employees driving their own career discussions Leveraging one-on-one meetings to spot potential client or internal issues early

In this episode of Build a Better Agency, Drew McLellan sits down with leadership and workplace culture expert Sarah Noll Wilson to unpack one of the biggest challenges agency owners face today—building real culture and connection in a rapidly changing workplace. Drew and Sarah explore how generational shifts, post-pandemic workplace dynamics, and evolving expectations have reshaped the employer-employee relationship. They discuss why traditional leadership approaches—like assuming loyalty comes from salary or benefits alone—no longer work and how agency owners can foster genuine commitment and engagement. Sarah shares eye-opening insights on the importance of psychological safety, trust, and open communication, explaining why employees today expect to be seen, valued, and respected in ways that differ from the past. If you’ve ever felt frustrated by shifting workforce expectations, struggled to retain top talent, or wondered how to get your team to care as much as you do about the business, this conversation is a must-listen. Tune in to gain practical strategies for fostering a workplace culture that works—not just for you, but for your employees and the success of your agency. A big thank you to our podcast’s presenting sponsor, White Label IQ. They’re an amazing resource for agencies who want to outsource their design, dev, or PPC work at wholesale prices. Check out their special offer (10 free hours!) for podcast listeners here. What You Will Learn in This Episode: Understanding the generational shift in workplace dynamics  Navigating emotional engagement in leadership roles The importance of aligning agency culture with values  Rethinking how to build trust and commitment  Addressing the challenges of hybrid and remote work environments Experimenting with new strategies for relationship-building Embracing intellectual humility to foster collaboration 

Welcome to the latest episode of Build a Better Agency! In this episode, host Drew McLellan dives into a fascinating yet often overlooked topic that will have you rethinking how you present yourself professionally. ed by expert guest Morgan Wider, Drew explores the powerful impact of wardrobe choices on your personal and professional brand. Morgan, a seasoned wardrobe stylist with a decade of corporate retail experience, shares invaluable insights on how to ensure your exterior appearance aligns with the professional image you want to project. Whether you’ve been dressing the same way for years or are looking to make a change, Morgan’s advice on intentional dressing and wardrobe curation will make you reconsider your daily attire. They’ll discuss practical tips on evaluating your current wardrobe, making intentional color choices, and infusing your outfits with personality through accessories. You'll also hear about common wardrobe mistakes and the small tweaks that can make a big difference in how you’re perceived by others. Don’t miss this episode if you're ready to take actionable steps towards enhancing your executive presence, boosting your confidence, and standing out in your field in the most authentic way. Trust us—by the end, you'll be walking into your closet with a whole new perspective. Let’s get started! 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 importance of intentionality in how we dress to convey our professional message  Understanding the alignment of personal authenticity with professional attire  How our wardrobe choices influence both self-perception and external perception  The significance of avoiding the default "should" outfits to stand out while respecting professional norms  Practical tips for refining wardrobe choices to maintain authenticity and professionalism Utilizing accessories and small details to add personality and create conversation starters The value of an external perspective to reassess and enhance your professional wardrobe choices 

In this episode of Build a Better Agency Drew McLellan talks with Tessa White, also known as the Job Doctor. Tessa has a rich background with 25 years in HR and a fascinating journey that saw her pivot from corporate life to empower individuals in the workforce, all during the turbulent times of late 2020. What started as a simple endeavor on TikTok quickly transformed into a massive platform with millions of followers and a compelling new book, “The Unspoken Truths for Career Success.” We explore the evolving dynamics of employer-employee relationships, the importance of effective communication, and how generational perspectives are reshaping the workplace. Tessa offers eye-opening strategies for building loyalty, beyond merely providing great benefits or flexible work conditions. Whether you’re an agency owner struggling with the concept of loyalty in the modern workforce or looking for innovative ways to connect with your team, this episode is packed with transformative insights. us as Tessa White breaks down what employees really crave in their careers and how business owners can adapt to these changing demands. Grab your notepad; you won’t want to miss this! 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: Understanding the disconnect between employers and employees  How to foster employee loyalty in a changing workforce  The importance of career pathing from day one  Rethinking compensation and rewards  The power of customization in the workplace How to build stronger relationships in hybrid and remote environments Adapting to the future of work   

Agency book writing and publishing can seem like a daunting mountain to climb. But with the right people to help you through the process, it can be one of the best things you can do to uplevel your thought leadership efforts.  That’s why this week, I invited Shadley Grei, an agency book publishing expert and newer member of AMI, onto the show to share how agency owners can start thinking about writing their first (or next) book with the help of a ghostwriter. He shares how his agency helps other agency owners discover if their ideas are ready to become a full-fledged book, and how to start compiling it all to collaborate with a ghostwriter.  As the visionaries of the agency, we need to be always looking for the new, unspoken angles of things in the work we do, and Shadley helps agency owners share their perspectives without the pressure of having to do it alone.  If you think you might be ready to finally get your idea or vision out in writing in 2025, this episode has all the info you need to start turning that idea into reality.   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 a ghostwriter can be a partner in helping you find unseen angles for your book How to get a seat at the table and show clients you’re capable of more What producing a book can do for the agency and agency owner How and why Shadley got interested in starting his own publishing company The fun of partnering with thought leaders to help their ideas come to life Using a ghostwriter isn’t cheating — it’s a strategy 3 ways to know if you’re ready to write a book Getting over fear and owning your expertise

I wanted to wait until after the holidays to talk about this topic because it’s a bit heavier than what we usually talk about on the show. But it’s something that Danyel and I have noticed weighing heavily on a lot of you since COVID, and that is agency owner grief.  It’s true that many of you have experienced quite a lot of loss and change these past few years  — with the way we work, how well our business is doing, AI, our overall productivity, and so much more. It’s a lot of change to handle, and for many of us, we haven’t taken the proper time to actually acknowledge our grief and begin to let it go.  But without taking those first steps, that grief will continue to take hold of us and affect us in all aspects of our business — and even our personal lives. Many of you report being restless, unable to focus, depressed, uninspired, feeling heavy, and burnt out. And it’s all because we’re burning the candle at both ends without taking the time to acknowledge just how much change we’ve gone through in the past 5 years as agency owners.  So I hope you’ll me and take some time to take stock of everything that’s happened from 2020 to now — the good and the bad — and start to recognize just how much we’ve gone through so we can collectively learn to grieve and begin to let go of the bad to make more room for some good.  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 agency owners are struggling mentally and emotionally more than ever Understanding agency owner grief and what’s caused it to increase in the past 5 years Addressing agency owner grief The 5 stages of grief and how it manifests for agency owners The trickle effect of grief on agencies How we can begin to identify our grief  Starting the healing process after we identify the source of our grief Seeing post-COVID as an agency renaissance