Small Spark Theory: a marginal gains approach to new business and marketing

Finally – an episode dedicated to AI! Not the big “future of our industry” debate, but a practical look at the contractual and IP implications of our growing use of AI tools in agency life. While the larger networked agencies may already have policies in place, for many smaller independents — or those who rely heavily on freelancers — this episode is well worth a listen. I’ll admit, this is a topic that makes my head hurt a little, but thankfully Sharon Playford, consultant solicitor at Excello Law, joins me to unpack the fast-evolving legal landscape around AI use in agencies. Together, we explore: How AI impacts confidentiality, NDAs, and client contracts The intellectual property challenges of AI-generated content Why agencies need clear AI policies and staff training Practical tips for protecting client data and avoiding legal pitfalls This month’s book recommendation is Careless People by Sarah Wyn-Williams — tune in to find out how you can win a copy! This episode is supported by Zack Southall Fitness

Welcome to the 100th episode of Small Spark Theory! You may have spotted that earlier this summer, Emily Penny and Joel Stein released the Fully Saturated  UK Design Agency Positioning Audit. Packed full of insights, analysis and examples of agencies that really manage to cut through the noise, it’s the first audit of its kind. In this episode, Emily joins me to take us through her methodology in compiling the report, discuss the attributes of some of the best positioned agencies and share the key takeaways for leaders of agencies (of any discipline).  You can download a summary of the report or sign up for Emily and Joel’s September 16th Online Masterclass and the full report here. Emily and Joel have kindly offered a hefty discount to Small Spark Theory listeners (and subscribers to my newsletter). Just use SMALLSPARK at the checkout. And of course we will be giving away a copy of Emily’s recommended read: Integrity Etc.: Turn uninspiring company values into future-shaping strategy by Dave Greasley and Rob Alderson - listen in to find out how to win.  I’d like to take this opportunity to thank each and every one of our guests and listeners over the last 100 episodes (over almost nine years). Let’s keep learning together and landing the small and the big wins! This episode is supported by Zack Southall Fitness. 

I'm always fascinated with innovations in the space that exists between agencies and their potentail clients, whether that's new marketing channels (hello podcasting!) or services that are designed to make the process of agency selection or client aquisiition more effective.  So I was delighted to be introduced to Pete Sayburn, co-founder of StudioSpace, a brand new agency marketplace model allowing clients to easily access the very best independent agency talent.  In this episode we discuss Pete's own experience of scaling an agency to successful exit, how the StudioSpace model is cutting through some of the tradtional agency selection red tape and most importantly, the agency attributes that are resonating most with clients.  Of course we'll be giving away a copy of Pete's recommended read: Shoe Dog by Phil Knight - listen in to find out how to win.  This episode is supported by Zack Southall Fitness.

Against a backdrop of news disproportionately full of business headlines, this month felt like the perfect opportunity to bring a client perspective to this podcast.  And who better to guide us through todays challenging landscape than John Gleason.  Having worked at Proctor and Gamble for 20 years before setting up his strategic consultancy, A Better View, John advises both clients and agencies on how to deliver better, more relevant, more valued (and valuable) solutions. In this episode we explore the current state of design as a discipline and John shares insights from The Future of... - the conference he co-organised and co-hosted last month, bringing together design leaders to discuss whether design is declining, facing diminishing influence, or just struggling to communicate its business value.  We take a candid look at the pressures design professionals are experiencing, with John offering data-driven observations about design's role in modern organisations and practical advice for agencies and design teams to remain relevant and impactful. John's recommended read is Reboot: Leadership and the Art of Growing Up by Jerry Colonna - listen in to find out how to win a copy.  Also mentioned in this episode: Design Business Association Experts Further reading:  The Business of Design by Roger Martin Change by Design by Tim Brown (former IDEO CEO) Reimagining Design, Unlocking Strategic Innovation by Kevin Bethune Non-Linear: Navigating Design with Curiosity and Conviction by Kevin Bethune Further listening:  Strategic Counsel Creative Series Episode 1:  How Agencies Need to Evolve to Remain Relevant  20% The Marketing Procurement Podcast: 8 Things Every Agency Says Want to know more about client listening? Get in touch.   

One of the most exciting developments I've spotted so far in 2025 has to be the launch of the Department of Creative Affairs (DCA). So, I was delighted that DCA's founder, Amar Chohan, was able to join me for a chat here on Small Spark Theory. In this episode, Amar shares his career journey—from aspiring lawyer to media sales—before spending 11 years at Contagious, championing creative excellence. Now at the helm of DCA, Amar is on a mission to shine a light on independent agencies, helping them form stronger partnerships and gain the recognition they deserve. We talk about the frustrations with the traditional intermediary model and explore how DCA is taking a fresh, transparent, and content-led approach—giving independent agencies a louder voice and a fairer shot at attracting marketing spend. Amar's recommended read is The Hard Thing About Hard Things by Ben Horowitz—listen in to find out how to win a copy. Get in touch with Amar here if you'd like to learn more about how DCA can support your agency. Also mentioned in the episode: Pay-to-Play Pitch Schemes Are Putting Agency/Client Relationships at Risk One Small Spark – Gunpowder’s monthly challenge email.

This episode tackles the art of measurement in agency marketing and new business. Discover why consistent tracking of marketing activities can reveal patterns and enhance decision-making. Learn a straightforward method for logging actions and outcomes, and how to plan around seasonal trends. Lucy introduces a structured pipeline measurement system, emphasizing emotional detachment and effective opportunity grading. Gain insights into tracking gross versus weighted pipelines for performance visualization, all aimed at driving better business outcomes.

Kicking off our 2025 line-up, we catch up with previous guest Jim Hawker. Since discussing client development with us back in 2019 (see EP28), Jim has gone on to sell Threepipe, the agency he co-founded 20 years earlier. He finally exited the agency last year to focus on a variety of new ventures as a fractional CMO, VC, and agency advisor. Jim shares his insights on the key challenges agencies faced in 2024 — from forecasting income to dealing with ghosting prospects and balancing resources. He also offers a fresh perspective on how agencies can better align their offers with evolving client needs, particularly when it comes to driving international growth. We discuss tips for agencies looking to thrive in 2025 — including reviewing and differentiating your proposition. And if an eventual exit is part of the plan, we explore the steps you need to take and the benefits of Employee Ownership Trusts compared to a trade sale. No book recommendation this month; instead, Jim shares his current podcast must-listen:  "Revenue Vitals" with Chris Walker Also mentioned in this episode: One Small Spark - Gunpowder's monthly challenge email.

As we wrap up 2024 with this final episode, I’ve been reflecting on the many conversations I’ve had with agencies throughout the year, as well as the recurring themes shared by our amazing podcast guests. It’s been a challenging year for many, which makes this the perfect moment to focus on an invaluable asset every agency has, no matter its size, discipline, or sector: our people. So in this episode, we’re diving into how empowering our people through effective leadership and a strong culture can drive real growth. Joining me is culture transformation coach Zoe Tuffs from Times Ten. Together, we’ll unpack some of the biggest leadership challenges agencies face—like ignoring culture issues, promoting "accidental managers" without proper support, and overvaluing productivity metrics at the expense of meaningful outcomes. Zoe will also share her top tips for creating lasting change in 2025 and of course, we'll be uncovering more opportunities for marginal gains. And don’t forget, we’ve got a book giveaway! Join the conversation on LinkedIn or Instagram using #SmallSparkTheory, and you could win a copy of Reculturing by Melissa Daimler, Zoe’s must-read recommendation. --- Connect with Zoe on LinkedIn here: to discover more insights on transforming your people & culture strategy, values-led leadership development and team dynamics. Book a free 30-minute chemistry call: here to explore how Zoe can help you achieve your goals. See the impact: Watch a client success video here showing the outcomes achieved with Sledge; a creative film and live experience agency. Transform your people strategy: Explore Times Ten's People & Growth Workshop here. (There’s a 20% discount for Small Spark Theory listeners using the code **SST20**).

As we discussed in episode 92 with Stephen Kenwright, a solid sales and marketing strategy is crucial for agency growth. However, realising that growth brings its own set of challenges. Having experienced rapid growth through acquisition while leading agency sales and marketing, I’m well aware of the pitfalls of maintaining brand consistency while keeping momentum with an ever-evolving strategy. For this episode, I was keen speak with a founder who has faced those challenges firsthand. Alisha Lyndon, founder of the growth consultancy Momentum ITSMA, secured investment in 2019 to fund a series of high-profile acquisitions. The company now offers an expanded suite of services to some of the world’s largest B2B brands. We discuss how the sales and marketing strategy has evolved to reflect additional service lines and expanded geographic reach, while also bringing clients and colleagues along on the journey. As always, we’re giving away a copy of Alisha’s recommended book: Unreasonable Hospitality: The Remarkable Power of Giving People More Than They Expect by Will Guidara. Tune in to find out how to win! Also mentioned in this episode:  EP92: How to scale fast EP62: Mastering thought leadership EP45: Client satisfaction Sign up for One Small Spark

In this conversation with Stephen Kenwright, a seasoned marketer and co-founder of Rise at Seven, he shares insights from his rapid agency growth journey. He discusses the balance of strategy and luck in scaling, emphasizing targeted marketing and the importance of personal branding. Stephen reveals his key tips for maintaining quality while hiring fast, including a robust onboarding process and frequent pipeline reviews. He also reflects on his decision to exit Rise at Seven and his new role at Ride Shotgun, highlighting adaptive content production.