Agency Bytes Ep 106 – Lisa Colantuono, AAR Partners – Building Relationships, Not Pitches
In episode 106 of Agency Bytes, I chat with Lisa Colantuono, president of AAR Partners and a 25-year veteran in agency-client matchmaking (though she hates that word!). If you’re tired of wasting time on endless pitch decks, spec work, and one-sided RFPs, this episode is a must-listen.
Lisa shares what really matters to brands during the agency search process—and how agencies can proactively position themselves to win more work without chasing every lead. We dive into how to build trust that leads to long-term relationships, how to get your agency noticed through smart PR, and why your creative work still needs to deliver real impact. Lisa also drops actionable advice on reputation-building, client retention, and what it really takes to stand out in a crowded agency landscape.
Whether you’re running a small shop or a growing firm, Lisa’s insights are full of practical steps to help you stay relevant, get on the right shortlists, and keep your agency’s name in the room—even when you’re not.
Key Bytes
• Streamlining the agency review process is essential—both for marketers and agencies trying to avoid wasted time and energy.
• Marketer-led reviews now make up 85% of the search landscape—agencies need to understand how to stand out in this evolving dynamic.
• Trust and relationships are everything. People buy from people they trust, and lasting partnerships are built on emotional connection.
• Agencies must treat themselves like their number one client. Prioritize your own marketing, just like you would for your best-paying account.
• Referrals, recognition, and press coverage are key to visibility—smart PR can put your agency on a brand’s radar before the pitch even starts.
• Great creative still wins. No amount of charm or strategy can replace standout work that delivers results.
• Proactivity beats complacency. The biggest reason agencies lose clients? They stop showing up with ideas.
• Personalized outreach beats “spray and pray.” Insightful, relevant communication gets attention—generic blasts get ignored.
• Your network defines your success. The company you keep, the connections you nurture—they’re all part of the relationship-driven business we’re in.
Chapters
00:00 Introduction to Agency Bites and Lisa Colantuono
01:44 Reinventing the Agency Search Process
04:21 Streamlining the Review Process
08:11 Trends in the Marketing Industry
12:26 Building Trust and Relationships in Agencies
18:10 The Importance of Reputation and Press Coverage
23:28 The Power of Recognition in Agency Work
25:06 The Importance of Account Management
26:39 Complacency: The Silent Account Killer
28:07 Proactivity in Client Relationships
29:33 Building Trust Through Networking
30:56 Emotional Connections with Brands
32:55 The Value of Insightful Communication
35:05 Understanding Client Pain Points
39:19 The Comprehensive Marketing Approach
40:09 Personal Insights and Life Lessons
Lisa Colantuono is the President of AAR Partner. With nearly 25 years of experience, Lisa has helped marketers like Ancestry, Subaru, and Panera Bread connect with the right agencies to drive meaningful results. She’s a pioneer in modernizing the agency search process, the author of @AARLisa: New Biz in 140 Characters (or Less), and the host of the On Purpose podcast. Lisa is passionate about building impactful partnerships and shaping the future of the marketing industry.