The Innovative Agency 328. Find Opportunity in Uncertainty, with Brook Shepard
On this episode of The Innovative Agency Podcast Sharon Toerek welcomes CEO and co-owner of Mason Interactive, Brook Shepard, for a conversation about one of the most pressing realities every agency leader is feeling right now: uncertainty.
Brook offers a candid look at navigating volatility, understanding what today's clients truly expect, and why deep industry expertise has become one of the most powerful differentiators an agency can cultivate. He also shares smart, practical ways to uncover pockets of optimism, from demographic changes reshaping higher education to the relentless efficiency pressures inside direct-to-consumer.
He brings a rare dual-vertical perspective from both higher education and emerging D2C brands, two sectors experiencing dramatic shifts that mirror the broader agency landscape.
If you're searching for grounded wisdom and actionable strategies to help your agency weather instability, sharpen your positioning, and find opportunity in the turbulence, this episode delivers exactly that.
What you will learn in this episode:
-
The demographic and economic trends affecting both higher education and direct-to-consumer brands
-
How agency leaders can spot opportunities in turbulent markets by understanding industry-specific data and shifts
-
The risk of chasing "vanity metrics" like ROAS, and the real metrics that drive long-term client growth
-
Strategies for building trust and credibility with clients when uncomfortable truths and tough conversations are required
-
Why agency-client churn is often about missed expectations
-
How agencies can package and market "slices" of value for their clients, keeping both engines running in uncertain markets
Bio
Brook Shepard is the Founder of Mason Interactive, a premier digital marketing agency where data, design, and strategy converge to deliver impactful results. With over a decade of experience, Brook has built Mason into a trusted partner for businesses across industries—helping them scale through intelligent, ROI-focused campaigns.
He's a thought leader in AI advertising, omnichannel growth, and customer acquisition, and a sought-after speaker on balancing analytics and creativity. Brook's passion for innovation and education drives his mission to empower brands to thrive in a rapidly evolving digital world.
Resources: