The Innovative Agency

On this episode of The Innovative Agency Podcast Sharon Toerek is joined by Marcel Petitpas, CEO and co-founder of Parakeeto. Their conversation focuses on one of the most persistent and misunderstood challenges facing agency leaders today: profitability. Often when margins feel tight, we blame pricing, overhead, or "the market." But even agencies with growing revenue can struggle to take home real profit. Marcel helps us look beneath the surface to uncover what's actually driving (or draining) your margins. From breaking the habit of measuring success by revenue alone to identifying the operational decisions that quietly erode profit, this discussion is packed with practical guidance. If your agency's financial results don't reflect the effort you're putting in, this episode will help you understand why. What you will learn in this episode: Why most agency profitability struggles aren't about pricing alone How to break free from the starving/indigestion cycle The critical "framework first" approach to profitability Common misconceptions about overhead, utilization, and pricing that lead agencies down the wrong path The surprising impact of utilization and delivery margin on your bottom line Tested strategies for recalibrating your client relationships, project scoping, and team structure What AI and advanced data practices mean for small and mid-sized agencies trying to future-proof their financials Bio Marcel Petitpas is the CEO & Co-Founder of Parakeeto, a company dedicated to helping agencies measure and improve their profitability by streamlining their operations and reporting systems, a problem he discovered while running his own agency back in his early 20's. He's also the fractional COO at Gold Front, an award-winning creative agency in San Francisco working with brands like Uber, Slack, Keap, and more. As well as the head strategic coach at SaaS Academy by Dan Martell, the #1 coaching program for B2B SaaS businesses in the world. In his work as a speaker, podcast host, and consultant, specializing in Agency Profitability Optimization, he's helped hundreds of agencies around the world improve profitability and cash flow in their business. Resources: Website: www.parakeeto.com www.marcelpetitpas.com Agency Profitability Toolkit LinkedIn: https://www.linkedin.com/in/marcel-petitpas-20059588/ Facebook: https://www.facebook.com/agencyprofitability Twitter: https://twitter.com/Parakeeto

On this episode of The Innovative Agency Podcast Sharon Toerek welcomes Christy and Whit Hiler of Cornett, for a candid conversation about what happens when leadership, legacy, and marriage all intersect. As a married couple stepping into agency ownership, Christy and Whit share the real story behind succession and transition: the uncertainty, the high-stakes decisions, and the mindset shifts required to reimagine what ownership can look like. They unpack how intentional decision-making became their anchor, how they strengthened culture while the ground was moving, and why betting on themselves ultimately became the catalyst for Cornett's next chapter of growth. For agency leaders thinking about succession, entrepreneurs weighing a leap into ownership, or anyone building a business alongside a life partner, this episode pulls back the curtain with practical lessons, hard-earned clarity, and a refreshing dose of authenticity. What you will learn in this episode: The unique journey of succession and ownership transition within a creative agency How internal leaders can position themselves for ownership Why intentionality and clear vision matter when growing and evolving an agency, and how those values show up in daily decision-making The power and necessity of building an authentic network How to get comfortable with putting yourself out there How fostering a collaborative and dynamic leadership team shapes the culture and trajectory of an agency Bio Christy Hiler is the owner/CEO of Cornett, an independent creative and strategy agency in Lexington, Kentucky. Her vision and drive have powered not only Cornett's growth (78% over the last three years), but also the rise of OwnIt—the movement she co-founded to spotlight and support women agency owners across the country. Christy's recent recognition includes Ad Age Small Agency Executive of the Year in 2025, Ad Age Leading Women in 2023, and Adweek Women Trailblazers in 2022. Under Christy's leadership, Cornett has also been recognized multiple times at the Ad Age Small Agency Awards and earned an impressive list of additional accolades. Whit Hiler is ECD at Cornett in Lexington, Kentucky; a Kentucky Colonel; and a partner in Kentucky for Kentucky and Southern Socks. An Adweek Creative 100 honoree—once dubbed "the biggest weirdo in advertising"—his work has appeared in NPR, The New York Times, Fast Company, CNN, Adweek, and Ad Age. Resources: Website: http://www.teamcornett.com/ https://www.linkedin.com/in/christyhiler/ https://www.linkedin.com/in/whithiler/ https://www.linkedin.com/company/teamcornett/ https://x.com/teamcornett https://www.facebook.com/teamcornett https://untilyouownit.com/

Branding is often treated like decoration. Something you polish after the "real" business decisions are made. But when agencies are navigating growth, mergers, acquisitions, or fundraising, that mindset can quietly erode value. Today on The Innovative Agency Podcast, Sharon Toerek is joined by Marc Rust, CEO and Founder of Consequently Creative, to challenge that thinking head-on. Marc works with venture-backed and high-growth organizations, and has seen firsthand how intentional branding becomes a strategic asset, not a risk. In this conversation, he breaks down why branding is far more than color palettes and logos, and how it plays a critical role in financial performance, culture, storytelling, and long-term enterprise value. Mark reveals how agency leaders can reposition branding as a true business driver; one that protects value, accelerates growth, and helps clients (and investors) see the real return behind creative strategy. What you will learn in this episode: Why branding should never be an afterthought, especially during periods of business transformation How to communicate the direct link between brand value and a company's financial performance How to overcome client fears about creative risk and foster genuine agency-client collaboration Strategy for agencies to claim a unique market position and authority through focused elevator pitches The hidden business benefits of connecting creative, marketing, and sales teams Lessons from recent rebrands that reveal what works and what doesn't Bio Marc Rust is a brand strategist, TEDx speaker, and Founder of Consequently Creative—a creative consultancy that helps companies uncover the deeper story behind their brand and bring it to life with clarity and resonance. Marc works with private equity firms and high-growth ventures to shape messaging that doesn't just inform—it transforms. He's known for helping teams see what they couldn't before: the hidden potential, the overlooked narrative, the emotional truth that makes a brand unforgettable. Fluent in French and fluent in metaphor, Marc blends strategic insight with creative instinct to craft brand experiences that move people and drive growth. Whether he's guiding a rebrand, refining a founder's story, or distilling a complex vision into a single unforgettable line, Marc brings energy, empathy, and a sharp eye for what matters. Resources: Website: https://consequentlycreative.com/ Website: https://marcrust.com/ LinkedIn Personal: https://www.linkedin.com/in/marcr/ LinkedIn Business: https://www.linkedin.com/company/consequently/ Instagram: https://www.instagram.com/consequentlycreative/

So many agency owners struggle with the tension between wanting to be visible and waiting until their message feels "perfect." On this episode of The Innovative Agency Podcast, Sharon Toerek sits down with Carrolee Moore, CEO and founder of Podcast Pitching Society, to challenge that mindset and unpack why visibility, not perfection, is the true foundation of agency growth. Drawing from her journey running a multi-six-figure agency to building a business around strategic storytelling, Carrolee explains why so many agency leaders struggle to get noticed by the right clients. She reveals how perfectionism, introversion, and confidence gaps often keep experts on the sidelines. Carrolee details how podcast guesting can be far more than a marketing tactic. When done right, it becomes a powerful trust-building tool, one that accelerates business development, strengthens personal brand, and turns expertise into sustainable agency revenue. What you will learn in this episode: Visibility is the hidden engine behind agency growth and why most leaders overlook it The real reasons perfectionism and lack of confidence keep agency owners from pursuing visibility Why podcast guesting offers a low-lift, high-impact channel for connecting with the right clients, even if you're introverted or pressed for time The strategic benefit of leveraging borrowed platforms to build trust before launching your own podcast or show Tips for building the Founder's personal brand to supercharge opportunities for the entire agency Shifts agency leaders can make today to turn their expertise into a visibility and business development machine Bio Carrolee Moore is a Jamaican-born entrepreneur, speaker, and founder of The Podcast Pitching Society. She helps overlooked experts get paid for what they know, not just what they do, through high-impact podcast placements and long-form visibility strategies. After being laid off in 2020 and moving cross country, she launched her first business from an air mattress in an empty apartment. She transformed that rock-bottom moment into a multi–six-figure agency in under two years – built without ads, SEO, or social media marketing. She is the creator of the Currency of Visibility™ movement and the visionary behind the C.A.K.E. Podcast Guesting Method, helping founders turn podcast interviews into content and contracts. Her work has been featured in the Dallas Morning News and on popular platforms like the Speak Your Way to Cash® podcast. In 2025, she was inducted into Who's Who of America for her contributions to marketing and communications. Resources: Website: https://www.carroleemoore.com/ LinkedIn Personal: https://www.linkedin.com/in/carroleemoore/ LinkedIn Business: https://www.linkedin.com/company/podcastpitchingsociety/ Free PODCAST GUESTING COURSE: https://carroleemoore.net/email-course

This episode of The Innovative Agency Podcast welcomes Harv Nagra, host of The Handbook podcast and Head of Brand Communications at Scoro, to unpack a hard truth many agency owners overlook: growth stalls when operational maturity can't keep up with success. Harv draws from his own agency experience to explain why chaos, burnout, and shrinking margins are often symptoms of broken systems, not broken strategy. He breaks down the five pillars of operational excellence, the stages agencies move through as they grow, and the exact moments when "winging it" stops working. If your agency feels busy but brittle or profitable but fragile, this conversation will help you spot the blind spots, install structure without killing creativity, and build an agency that can scale sustainably. What you will learn in this episode: Why most agencies struggle to scale due to immature operations, not sales or pipeline issues The five essential pillars of agency operational maturity How to assess your strengths and gaps Why chaos behind the scenes can lead to lost talent and hinder healthy growth The key stages of operational maturity, from "Chaotic Era" to "Innovation Era" Real-life examples of how documenting processes and building a central handbook can transform your agency When and why even small agencies should invest in operations expertise How forward-looking data can help agencies make proactive, profitable decisions Bio Harv Nagra is an operations consultant, former in-house Ops Director at a pan-European design and marketing consultancy, and currently Head of Brand Communications at Scoro – the work management platform for professional services businesses. With a background that spans marketing, technology, and operations, Harv helps service-based businesses mature by optimising how they work – across people, process, and technology and data. He's led large-scale change programmes, implemented end-to-end tech ecosystems, and supported leadership teams in building more scalable, profitable operations. Harv is especially passionate about helping businesses understand what operational maturity looks like at every stage of growth – and how to get there without burning teams out. His approach is grounded in experience, shaped by both success stories and the real-world challenges that come with transformation. He's also the host of The Handbook: The Agency Operations Podcast, where he interviews operators and subject matter experts to unpack the systems, tools, and behaviours that drive performance behind the scenes. Originally from Vancouver and now based in London, Harv brings a practical, no-nonsense lens to operations – and a strong belief that ops should be a strategic advantage, not just a support function. Resources: Website: https://www.harvnagra.com/ LinkedIn Personal: https://www.linkedin.com/in/harvnagra/ LinkedIn Business: https://www.linkedin.com/company/scoro-software/ The Operations Podcast: https://www.scoro.com/podcast/

This episode of The Innovative Agency Podcast features a guest that has truly seen our industry from every angle. Armando Turco, President of Mojo Supermarket, has built a career that spans major creative agencies, brand consultancies, media companies and crucially, leadership roles on the client side. That journey gives him a rare, unfiltered perspective on what's really happening inside client organizations right now. Armando discusses what agency leaders often don't see: the internal pressures brands face, where agencies unintentionally create friction, and why smaller, independent agencies are uniquely positioned to win in this moment of disruption. He shares why nimbleness and entrepreneurial thinking matter more than scale, how smart use of AI can strengthen (not replace) relationships, and what agency leaders need to rethink if they want to stay relevant and profitable. What you will learn in this episode: How working on both agency and brand sides provides a fuller view that reveals hidden opportunities and risks The real reasons clients choose (and stay with) their agencies What agency leaders often overlook about their client's world Why now is a uniquely good time for small, nimble independent agencies How AI is changing agency operations—not just as a threat, but as a tool for faster, more affordable, and bolder thinking The value in candid conversations and setting clear success criteria for agency-client partnerships Bio Armando Turco is the President of Mojo Supermarket, a certified minority owned agency headquartered in Chinatown, NYC. Mojo Supermarket helps make brands more interesting, and is the Social Content AOR for brands like TikTok, Lululemon and The Truth Initiative. Armando Turco was previously the SVP of Global Brand & Creative at Oatly, the world's original and largest oat milk company. In his role leading the Oatly Department of Mind Control, Armando was responsible for all global brand strategy and creative development, earning him a spot on the Adweek Creative 100. Prior to joining Oatly, Armando spent 20 years managing brand partnerships at Vox Media and agencies including BBH and McCann. He has developed strategies and content with leading brands like Sephora, PlayStation, Johnnie Walker, Axe and Verizon. He lives in New York City with his rescue mutt Andre Johnson. Resources: Website: https://mojosuper.market/ LinkedIn Personal: https://www.linkedin.com/in/armandoturco/ LinkedIn Business: https://www.linkedin.com/company/mojo-supermarket/ Facebook: https://www.facebook.com/p/Mojo-Supermarket-100084526740433/ X: https://x.com/mojosupermarket

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: Website: http://masoninteractive.com/ LinkedIn: https://www.linkedin.com/in/brshepard/ Facebook: https://www.facebook.com/masoninteractiv X: https://twitter.com/MasonInteractiv

On this episode of The Innovative Agency Podcast Sharon Toerek is joined by someone who understands the real pressures agency owners face in today's results-driven digital world. Sam Piliero, Founder of The Moonlighters, went from running entrepreneurial lemonade stands as a kid to leading a high-performing agency serving nearly 100 clients across Facebook, Google, and the ever-shifting digital advertising landscape. Sam digs into the challenges that keep agency leaders up at night: proving tangible ROI when the metrics get murky, navigating client churn, recruiting and retaining top-tier talent, and staying ahead of AI and platform changes that seem to shift by the week. He doesn't sugarcoat the realities of scaling an agency, and he's generous with the systems, positioning strategies, and client experience principles that have helped The Moonlighters grow while keeping results and relationships front and center. If you're looking for practical insight from someone who's in the trenches and building sustainably, this conversation will serve you well. What you will learn in this episode: Why agencies struggle with the "ROI conversation" and how tackling it head-on can reduce churn and build trust with clients The challenges and benefits of building an agency model focused on performance, transparency, and client retention How specialization and saying "no" to services is the key to growth and nearly eliminating funnel problems How to create additional revenue streams What the coming changes in AI and digital advertising mean for agencies and their clients right now Bio At 17, Sam Piliero was cold-pitching Facebook ads to local pizzerias. By his early 20s, he was working at VaynerMedia alongside Nik Sharma and leading growth strategy for brands like Supergoop and Liquid I.V. Then came the breakout moment: he joined BarkBox just as they were gearing up for aggressive growth and helped lead their advertising through a multi-year blitz that ended in a $2.5B IPO on the NYSE. Now he's doing it on his own terms. After BarkBox, Sam launched The Moonlighters, a fully independent media buying agency purpose-built for the $1–10 million DTC brands most agencies overlook. With zero outside funding, a lean US/Canada-based team, and a YouTube channel that's become the fastest-growing Facebook Ads resource in the country, The Moonlighters has scaled to nearly 100 active clients—from wellness and beauty to CPG and creator-led brands. Resources: Website: https://themoonlighters.com/ LinkedIn Personal: https://www.linkedin.com/in/sampiliero/ LinkedIn Business: https://www.linkedin.com/company/themoonlighters/ YouTube: https://www.youtube.com/@SamPiliero

This episode of The Innovative Agency Podcast features one of the world's foremost authorities on trust-building in the sales process, Ari Galper. If you've been feeling the squeeze of longer sales cycles, increasing commoditization, or the growing "trust recession" impacting today's marketplace, this conversation will hit home. Founder of AriAI, Ari joins Sharon Toerek to unpack the very real challenges agency owners face as AI accelerates competition and prospects become more skeptical than ever. He digs into the shift from outdated, high-pressure selling to a trust-centric approach that elevates your value, shortens the path to yes, and helps you stand out without giving away free consulting or constantly chasing the next opportunity. Ari's frameworks are practical, transformative, and rooted in decades of experience helping service firms convert conversations into clients with greater confidence, efficiency, and authenticity. What you will learn in this episode: Why traditional approaches to relationship and trust-building in agency sales might be holding you back How to implement a doctor-patient metaphor to reclaim control of your sales process The difference between trust-building and relationship-building, and why getting this wrong leaves you stuck in long sales cycles Practical language shifts and process tweaks that lead to faster, higher-value client conversions How to use authority-building assets before your first client conversation to stand apart from every other agency in the room Strategies for setting expectations, qualifying leads, and confidently charging for your discovery process Bio Ari Galper is the world's number one authority on trust-based selling and the founder of AriAI, the world's only trust-based proprietary ai sales growth advisor. He is also the author of seven best-selling books and the founder and CEO of Unlock The Sales Game. He has been featured in CEO Magazine, Forbes, Inc, and Financial Advisor magazine, among many others. For over two decades, Ari has led the field of Trust-Based Selling and Trust-Based Communication -- untangling the most complex relationship challenges, from complex sales funnels, personal relationships and influencing large business and personal decisions -- through his breakthrough Mindset Shift framework and Trust-Based Languaging. Resources: Website: https://www.arigalper.com/ LinkedIn Personal: https://www.linkedin.com/in/arigalper/ LinkedIn Business: https://www.linkedin.com/company/ariai/ Unlock the Sales Game: https://unlockthegame.com/

On this episode of The Innovative Agency Podcast Sharon Toerek welcomes Aya Kikimova, Founder and CEO of LeapEngine, for a conversation that hits directly at one of the biggest questions agency leaders are wrestling with today: How do you build a profitable, innovative marketing practice while serving small and midsize businesses for clients who need high-quality work but often operate with leaner resources? Aya shares her intentional journey from working with major enterprise brands, both at top agencies and inside Microsoft, to crafting a service model purpose-built for entrepreneurial companies. She describes the real-world challenges of pricing for smaller clients, preserving healthy margins, and structuring teams in a way that's both scalable and sustainable. And we go deeper into how AI is reshaping expectations on both sides of the table, what it makes possible, where the pitfalls are, and how it can help agencies deliver more value without compromising quality. What you will learn in this episode: How agencies can profitably serve small and mid-sized businesses without sacrificing margins or quality The structural shifts required to make affordable, high-impact marketing accessible to smaller clients Ways to package and price services for SMBs, and the pitfalls of over-customization Why client acquisition looks different for entrepreneurial companies compared to big brands, and how to adjust your sales process What small business clients really ask for (and misunderstand) when it comes to marketing services How AI is changing agency delivery models and pricing, and what that means for the future of marketing services Strategies agencies can use to avoid the "race to the bottom" in pricing while building trust and lasting relationships Bio Aya Kikimova is the Founder and CEO of LeapEngine, a digital marketing agency that brings Fortune 500-level strategy to startups and small businesses at a fraction of the cost. Born in Kazakhstan and immigrating to the U.S. at 16 as a first-generation immigrant, Aya's journey is one of resilience and determination, she arrived not even knowing how to type on a computer but pushed forward to earn her MBA in Marketing and Finance and build a distinguished career spanning global advertising agencies, brand-side leadership, and Big Tech. Before founding LeapEngine in 2021, Aya spent six years at Microsoft managing over $50M annually in ad spend for Fortune 500 companies including P&G, Macy's, Estée Lauder, Nestle, Comcast, and AT&T. Her data-driven approach and exceptional performance earned her Microsoft's prestigious Platinum Club award, recognition given to the top 0.01% of the company. Today, she combines her Big Tech expertise with entrepreneurial grit, having built LeapEngine from scratch during the pandemic as a new mom, without outside funding, into a thriving agency that has generated over $100M in revenue for clients across 100+ businesses. Resources: Website: https://leapengine.co/ Linkedin Personal: https://www.linkedin.com/in/akikimova/ LinkedIn Business: https://www.linkedin.com/company/leapengine/ Instagram: https://www.instagram.com/leapengine.co/