Build A Better Agency Podcast

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-h

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. Liste

Welcome to another insightful episode of Build a Better Agency! This week, host Drew McLellan welcomes back agency advisor and author Karl Sakas for a candid conversation about the unique challenges that come with agency ownership—and how to move “from chaos to calm.” Drawing from his years of agency operations experience and his new book, From Chaos to Calm, Karl helps agency leaders recognize how they sometimes get in their own way and offers practical advice for fostering a calmer, more rewarding agency environment. Drew and Karl tackle some of the biggest pain points facing agency owners today, including the ongoing pressures of lead generation, sales pipelines, and the often daunting task of succession planning. Karl shares observations from his work with hundreds of agencies around the globe, highlighting patterns he sees when owners get overly involved in daily operations, struggle with delegation, or fall into the trap of the “new idea of the month club.” The discussion offers actionable frameworks—fr

Welcome to another insightful episode of Build a Better Agency! This week, host Drew McLellan sits down with longtime friend and agency leader Jeff Eisenberg for a candid conversation about the art and practice of agency leadership. Whether you’re a seasoned agency owner or new to the business, this discussion is packed with real-world lessons and thoughtful perspectives that will help you elevate your leadership game and set your agency up for lasting success. Jeff shares the compelling journey that led him from sports marketing with major league teams to purchasing and running his own ad agency. Now, as he transitions into author, teacher, and mentor, Jeff unveils the leadership strategies and philosophies that have served him throughout his decades-long career. The focal point of the conversation is Jeff’s new book, Beyond the Big: The Tiny Moments of Leadership, which takes a fresh, practical look at how small, everyday actions define truly great leaders. Together, Drew and Jeff unpack the power of “tiny

Welcome to another insightful episode of Build a Better Agency! This week, host Drew McLellan welcomes back storytelling and branding pro Park Howell for an episode packed with practical advice, fresh perspectives, and a live demo you won’t want to miss. Park, a former agency owner turned global storytelling coach, joins Drew to discuss how artificial intelligence is revolutionizing the way agencies uncover, shape, and operationalize brand stories—making the process faster, smarter, and more tangible than ever before. Park introduces listeners to his latest innovation, the Story Cycle Genie, an AI-powered tool built to transform months of intensive brand development into a streamlined, accessible process. Together, Drew and Park walk through a real-world example, using AMI’s own brand as a case study to demonstrate how the Genie analyzes existing content to reveal brand positioning, audience insights, emotional drivers, and actionable storytelling frameworks in minutes, not months. They discuss how the AI syn

Welcome to another insightful solo cast of the Build a Better Agency podcast! This week, host Drew McLellan takes you deep into a cornerstone topic for agency owners: building, retaining, and growing an exceptional team. Drawing on real-world conversations with agency leaders and years of industry experience, Drew breaks down the full lifecycle of stellar employee management that every agency needs to thrive. Drew starts by revealing why agencies often miss the mark with generic job descriptions and lays out a compelling case for comprehensive, forward-thinking job documentation. He shares tips for crafting descriptions that not only clarify day-to-day expectations but also highlight growth opportunities, career paths, and clear metrics for success. You’ll discover why this clarity is key to motivating employees—and how it can help you retain top talent for the long haul. The episode then explores the critical steps beyond hiring: thoughtful onboarding, regular one-on-one meetings, and a robust review process

Welcome to another insightful episode of Build a Better Agency! This week, host Drew McLellan explores an essential yet often misunderstood business growth strategy: networking. Joined by networking expert Melissa Snow, Drew unpacks what truly effective networking looks like in today’s world and why building authentic connections can be the most powerful driver for agency success. Melissa, founder of Powerful Women Rising, shares her journey from accidentally becoming an entrepreneur to discovering that genuine relationships—not flashy sales tactics—were the secret to her business growth. She breaks down outdated views of networking as stiff, transactional events and reveals how meaningful conversations and a spirit of helping others can transform your network into a vibrant support system. The duo discuss the difference between "making friends" and intentional networking, how to avoid being that "salesy weirdo," and why referrals rooted in real trust always carry more weight. Listeners will walk away with pr

Welcome to another insightful episode of Build a Better Agency! This week, host Drew McLellan tackles a topic that agency owners and leaders wrestle with time and again: the true role of project management within an agency, and how getting it right can transform both your workflow and your bottom line. Drew is joined by expert consultant Rachel Gertz, who has spent over 15 years helping agencies demystify project management, build stronger systems, and create operational success. In this episode, Drew and Rachel dig deep into what project management really means in a modern agency setting, beyond just moving tasks from A to B or managing a checklist. Rachel shares her journey from educator to operations consultant, revealing why constraints and structure, when thoughtfully implemented, actually unleash greater creative freedom for agency teams. Together, they explore why so many agencies struggle with the sales-to-delivery handoff, how process breakdowns lead to burnout and missed profits, and what a healthy,

Welcome to another insightful episode of Build a Better Agency! This week, host Drew McLellan welcomes renowned marketing thought leader Marcus Sheridan to tackle some of the most pressing challenges—and exciting opportunities—facing agency owners today. Known for his influential book They Ask, You Answer, Marcus brings a fresh perspective to the table with the launch of his new book Endless Customers, focusing on how agencies can thrive in a rapidly evolving, technology-driven landscape. In this engaging conversation, Drew and Marcus dive deep into the shifting dynamics of content marketing and client engagement, especially in the age of AI and digital transformation. Marcus shares lessons from his own entrepreneurial journey—from saving his pool company during the recession by embracing innovative marketing tactics, to helping other organizations transition into strategic, indispensable partners for their clients. The discussion highlights the importance of moving beyond deliverables and embracing a coachin

Welcome to another engaging episode of Build a Better Agency! This week, host Drew McLellan shines a spotlight on a topic that’s both enjoyable and essential to agency life—fun. Drew is joined by Dr. Mike Rucker, a behavioral psychologist and author of The Fun Habit, for a lively exploration into how prioritizing fun and joy can make you a better leader, a more creative thinker, and ultimately, help you build a stronger agency. Mike delves into the science behind why Western culture tends to villainize fun in favor of productivity—and why that mindset is doing more harm than good. He unpacks concepts from positive psychology and reveals that constantly chasing happiness, or waiting for “someday” to enjoy yourself, can actually hinder well-being and lead to burnout. Instead, Mike explains the hedonic flexibility principle, which demonstrates that regularly scheduling small moments of joy leads to greater productivity, resilience, and creativity in both personal and professional realms. Drew and Mike discuss pr

Welcome to a special solocast episode of Build a Better Agency! In this midyear trend report, hosts Drew McLellan and Danyel Newcom McLellan dig deep into the evolving landscape facing agency owners in 2025. Leveraging data, global industry perspectives, and hands-on agency experience, Drew and Danyel break down what’s really impacting agencies right now and what to keep your eye on as the year unfolds. This episode covers the biggest drivers reshaping the agency world—from economic and political disruptions to shifting client and employee expectations. Drew and Danyel explore findings from the 2025 Edelman Trust Barometer, including the global “crisis of grievance,” and detail the unique opportunities and obligations business leaders face as the most trusted type of institution. They reveal how financial trends, M&A activity, and even compensation expectations are shifting, providing a realistic look at growth, profitability, and future planning. You’ll also hear a candid analysis of client dynamics and

Welcome to a timely episode of Build a Better Agency! This week, host Drew McLellan is joined 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 shar

Welcome to another insightful episode of Build a Better Agency! This week, host Drew McLellan is joined 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, mo

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 terms 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 habi

Welcome to a compelling new episode of Build a Better Agency! This week, host Drew McLellan is joined 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 c

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 support system is crucial, illustrat

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 terms that support 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,

Welcome to another insightful episode of Build a Better Agency! In this session, host Drew McLellan is joined 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 adv

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. Joined 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 passive-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 adjust

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 indispensab