Promoters, Doubters, and Protectors

Welcome to another insightful episode of Build a Better Agency! This week, host Drew McLellan is joined by returning guest Nicole Mahoney, an accomplished agency owner and thought leader renowned for her innovative work in collaboration within the travel and tourism space. Drawing on her 15 years of industry expertise, Nicole shares how strategic partnerships have propelled her agency to new heights—even during challenging times like the pandemic.

Together, Drew McLellan and Nicole Mahoney dig deep into the multifaceted nature of agency collaboration, both with competitors and complementary businesses. Nicole reveals insights from her research, podcast, and her newly released book, breaking down the different types of collaborators—the promoters, doubters, and protectors—and why understanding these archetypes is key to building mutually beneficial relationships. They also explore how agencies can be more intentional with partnerships to drive growth, resilience, and innovation.

Expect actionable frameworks, real case studies of cross-agency teamwork, and candid stories about what works (and what doesn't) when it comes to navigating collaborations—from RFP responses to co-hosting major events. Nicole introduces her proven "3C framework" for successful partnerships and shares how agencies can assess and operationalize collaboration as part of their strategic planning, especially heading into 2026.

If you're rethinking how to strengthen your agency's network, improve client offerings, or simply want to learn from real-world examples of effective coopetition, this episode is packed with takeaways. Don't miss this opportunity to hear fresh perspectives on how working together not only benefits your agency, but helps build a stronger, more connected industry.

A big thank you to our podcast's presenting sponsor, White Label IQ. They're an amazing resource for agencies who want to outsource their design, dev, or PPC work at wholesale prices. Check out their special offer (10 free hours!) for podcast listeners here.

What You Will Learn in This Episode:

• • Building agency growth and resiliency through strategic collaboration
  • Understanding the three types of collaborators: promoters, doubters, and protectors
  • Operationalizing collaboration as an intentional business strategy
  • Keys to effective partnerships: communication, commonality, and commitment
  • Creating mutually beneficial relationships even with competitors (coopetition)
  • Leveraging collaborations to diversify offerings and better serve clients
  • Using partnerships to overcome resource gaps and win larger opportunities