The Innovative Agency

Have you considered exiting your agency recently? In this episode of the Innovative Agency podcast, guest Drew McLellan has been in the advertising industry for over 30 years. Today, he advises hundreds of small to mid-sized agencies on how to grow their agency and their profitability. During our conversation, he shares the recent challenges agency owners have faced and how to prepare for a successful succession. What you will learn in this episode: What are some of the biggest challenges that agency leaders are currently facing Why agencies have lost some of their largest clients over the last year How offering strategy and insights help differentiate agencies from others How outside buyers are taking advantage of agency owners experiencing fatigue How to recognize the predictors and traits of internal employees that make good candidates for buying the agency How agency owners can prepare to exit their agency and make the transition easier Why agency owners should separate their IP from the agency during an exit Bio For 30+ years, Drew McLellan has been in the advertising industry. He started his career at Y&R, worked in boutique-sized agencies, and then started his own (which he still owns and runs) agency in 1995. Additionally, Drew owns and leads the Agency Management Institute, which advises hundreds of small to mid-sized agencies on how to grow their agency and their profitability through agency owner peer groups, consulting, coaching, workshops, and more. Resources: Email: drew@agencymanagementinstitute.com LinkedIn: https://www.linkedin.com/in/drewmclellan/ Facebook: https://www.facebook.com/agencymanagementinstitute https://www.facebook.com/McLellanMarketing Twitter: https://twitter.com/drewmclellan/

Are you prepared to take your agency to the next level? In this episode of the Innovative Agency podcast, guest Jason Swenk discusses scaling your agency from the first stage to 8 figures. Jason is a highly sought-after agency advisor and the host of the Smart Agency Masterclass podcast. During our conversation, he shares his expertise on acting as the true CEO of your agency, productizing solutions, and defining your niche. What you will learn in this episode: What is the biggest challenge for entrepreneurs in the first stage of growing an agency How narrowing your focus gives a greater opportunity to increase prices and efficiency Why client expectations and value of services should be accounted for in pricing How replicable processes and expertise are the keys to building an agency to exit How to transition from an agency owner to acting as a true CEO Why do many entrepreneurs often experience a sense of depression when transitioning to CEO How to productize solutions for clients in your agency, and why it's important to allocate a separate team and resources for your product Bio Jason has literally written the book for growing an agency from nothing to two 8 figure agencies. He is an in-demand advisor to agencies, helping them scale by showing them an 8 system framework that worked for growing his agency, working with brands like AT&T, Hitachi, and Lotus Cars, and eventually lead to selling his agency. Jason currently hosts the Smart Agency Master Class Podcast, the #1 Digital Marketing Agency Owner podcast for sharing the strategies and stories from real agency owners of what is working today in the agency world, and how they got to where they are now. Resources: Website: https://jasonswenk.com/ Podcast: http://smartagencymasterclass.com Facebook: http://www.facebook.com/jasonswenk Instagram: https://www.instagram.com/jswenk Linkedin: https://www.linkedin.com/in/jasonswenk Medium: https://medium.com/@jswenk/

How can research help generate more revenue for your agency? In this episode of the Innovative Agency podcast, guest Susan Baier discusses three unique ways to utilize research to increase your ROI. Susan is a Marketing Strategist & Researcher at Audience Audit. During our conversation, she shares her thoughts on the benefits of conducting research for your agency - not just your clients. What you will learn in this episode: How agencies can leverage research for revenue generation What are the benefits of conducting research for agencies rather than clients How thought leadership impacts the return on investment (ROI) for agencies What three things thought leaders need to do, and how does research aid these efforts Why research reduces the amount of outbound selling needed How to utilize research to identify your niche and attract ideal clients How to monetize your agency research, and create additional revenue opportunities Why agencies should collaborate with other agencies with the same audience Bio Susan Baier is an Audience and Marketing Strategist and Researcher of Audience Audit (www.audienceaudit.com). Susan is sought after by marketing agencies and their clients for her attitudinal segmentation research supporting thought leadership and marketing. Resources: Website: audienceaudit.com YouTube: https://www.youtube.com/channel/UCWGXg7e0se0MO4L8bKhCfiw Facebook: https://www.facebook.com/AudienceAudit LinkedIn: https://www.linkedin.com/company/audience-audit-inc

When you think of inventory for your firm, what comes to mind? Or maybe more importantly, what doesn't come to mind? The truth is that most agencies have a storehouse of intellectual firepower and aren't taking advantage of the options and opportunities to leverage their intellectual property. In this solocast episode, Sharon discusses the importance of thinking about and monetizing intellectual property, and how agency owners can use various methods to protect their IP. What you will learn in this episode: What options and opportunities do you have to leverage intellectual property What are four common scenarios that have IP consequences in agencies What is the gold standard for collecting your intellectual property How independent agreements and licenses allow you to leverage intellectual property How agencies monetize IP beyond the scope of client deliverables What steps can you take to find and protect your IP Bio Sharon Toerek is Principal of Toerek Law, where she focuses her law practice on helping professionals in the advertising, marketing, and creative industries monetize their intellectual capital, and manage the legal risks of their work. Sharon provides proactive, strategic counsel to marketing agencies on legal issues they face continually in their work, including agency-brand contracts, social media, content marketing legal compliance, and trademark and copyright protection. Sharon also created the Legal + Creative Agency Protection System, a subscription-based legal toolkit for marketing agencies. In 2018, Sharon launched The Innovative Agency, a podcast on innovation for marketing agency leaders. Resources: Website: legalandcreative.com LinkedIn: https://www.linkedin.com/in/sharontoerek/ Twitter: https://twitter.com/SharonToerek

To our host and founder, Sharon Toerek, reaching over 150 episodes of The Innovative Agency podcast is as much about taking stock of what we've learned from our terrific guests as it is about planning for the content we'll continue to share on the show. In this quick and first-ever solo episode, Sharon discusses what she has learned over the past three years through her interviews with hundreds of amazing guests. Her biggest takeaway? Innovation impacts all agencies, and just about every agency has a story to prove it. Sharon also talks about the innovation and stories she'll continue to explore in future podcast episodes. What you will learn in this episode: How innovation can impact every agency's ability to better its fortunes Why riches in agencies are not in time or production capacity How the ability to use innovation to pivot can help you scale or even save your business What you can expect from the podcast in upcoming episodes Bio Sharon Toerek is Principal of Toerek Law, where she focuses her law practice on helping professionals in the advertising, marketing, and creative industries monetize their intellectual capital, and manage the legal risks of their work. Sharon provides proactive, strategic counsel to marketing agencies on legal issues they face continually in their work, including agency-brand contracts, social media, content marketing legal compliance, and trademark and copyright protection. Sharon also created the Legal + Creative Agency Protection System, a subscription-based legal toolkit for marketing agencies. In 2018, Sharon launched The Innovative Agency, a podcast on innovation for marketing agency leaders. Resources: Website: legalandcreative.com LinkedIn: https://www.linkedin.com/in/sharontoerek/ Twitter: https://twitter.com/SharonToerek

Wondering how big agencies like VaynerX keep up the pace while rapidly growing? In this episode of the Innovative Agency podcast, guest Marc Yudkin discusses how to maintain structure and process without slowing down. He is the Chief Operating Officer & General Counsel of VaynerX. During our conversation, Marc shares thoughts on recruitment/retainment challenges, and key skill sets needed to be a successful leader. What you will learn in this episode: How to maintain structure and operations while experiencing rapid growth Why trusting your gut is critical in being a successful agency leader What the #1 problem is in the agency world right now How well-known agencies like VaynerX are handling talent recruitment and retainment challenges What key skillset is needed by managers looking to focus on employee retention How to help employees of all levels ideate and contribute creatively What visionary leaders need to do to understand operations How fear impacts the success of your agency Bio Marc Yudkin is currently the Chief Operating Officer & General Counsel of VaynerX, LLC - the parent company of various international digital marketing and advertising businesses including VaynerMedia, The Gallery Media Group, VaynerProductions, and Tracer Labs, LLC. As Chief Operating Officer and General Counsel for all of these businesses, Marc is responsible for all of the Company's global operations, acquisitions, employee relations issues, and other matters relating to the overall operation of a 900-person global agency. Marc also ensures that services provided adhere to the many regulations and guidelines promulgated by governmental authorities and other self-regulatory bodies. In January of 2020, Marc received an Icon Award as one of the top 100 US Corporate Counsels. He has been a guest lecturer at New York Law School and Pace University School of Law and previously presented at the Annual Meeting of the New York State Bar Association. Marc was appointed Chief Operating Officer in 2020 after serving as the Company's General Counsel for the previous eight years. Prior to becoming General Counsel of VaynerX, Marc was at Riker, Danzig, Scherer, Hyland & Perretti, LLP where he was selected by his peers as a New Jersey Super Lawyer for four straight years. His practice focused on representing middle-market companies on a wide scope of advertising, intellectual property, and transactional matters, including; private equity and venture capital financing, mergers and acquisitions, and joint venture arrangements. He earned his J.D from Emory University School of Law and his B.A. from the State University of New York at Binghamton where he double majored in Philosophy, Politics, and Law and Economics. Marc currently resides in New Jersey and is admitted to practice law in the States of New York, New Jersey, and Georgia. Resources: Website: https://vaynerx.com/ LinkedIn: https://www.linkedin.com/in/marc-yudkin-81400670/ https://www.linkedin.com/company/vaynermedia/people/ Facebook: https://www.facebook.com/VaynerMedia/ Twitter: https://twitter.com/vaynermedia

Are you worried about building a legacy for your family with your marketing agency? If so, working with your adult children may be the answer! In this episode of the Innovative Agency podcast, guest Sophie Gibson shares that she's breathing easier since her children have joined her agency. She is the founder, CEO, and force behind VIVO. During our conversation, Sophie covers the benefits and struggles of working with your children, and if your kids really need the same structure as other employees. What you will learn in this episode: How Sophie started her agency when she had a 5-week old newborn How has the integration of personal and professional lives changed in recent years Why does the time and place we are living impact the way we experience situations What has recently caused us to become more culturally conscious How Sophie has seen budgets change for culturally diverse marketing campaigns What challenges and benefits stem from having adult children in your business Why do adult children need the same processes and systems as other employees Bio Pioneer in the Digital World and respected expert in digital communications. Sophie Gibson is the Founder and President of VIVO360, Inc. and the driving force behind the Digital Creative Agency she formed 20 years ago. Today, VIVO360 continues to deliver exceptional digital, marketing and technology solutions to some of the World's most influential brands, including; Voya Financial, Delta Air Lines, Turner Broadcasting, The City of Atlanta, and Hartsfield-Jackson Atlanta International Airport. The Agency attracts and inspires like-minded professionals, who are knowledgeable and innovative achievers and make VIVO360 a force to reckon with in the world of digital communications. Sophie and her team focus on understanding their clients' businesses and the user experience of clients' customers, resulting in more web traffic, more leads, more business, more revenue, and greater overall positive global impact for our clients. Sophie's passion professionally is meeting and learning from extraordinary leaders around the world and sharing innovative ideas on the disruptive forces reshaping the global economy and helping her clients to adapt to changing conditions that create long-term value for the companies and organizations they lead. Sophie is also the founder, host and moderator of Reach Your Higher Self, a truly interactive organization aimed at exploring and inspiring conversations about a myriad of spiritual teachings and principles. In addition, she spearheads Show You Care; a non-profit organization dedicated to educating and building awareness about sexual, verbal, and emotional abuse. Resources: Website: www.vivotheagency.com LinkedIn: linkedin.com/in/sophiegibson Facebook: facebook.com/vivotheagency Twitter: twitter.com/vivotheagency Email: Sophie.Gibson@vivo360inc.com Phone: 404-784-4688

Delivering an effective creative product can be a moving target, especially considering how quickly things change in the fast-paced world of marketing and advertising. After a lot of talk about strategy and metrics on this podcast, we're circling back to the bread and butter of the industry—the creative product. I talk with Ryan Gray, Partner and Co-Founder at Beckert, about how the creative product has evolved, the trends of the current moment, and how to improve campaign development for the future. We discuss: How micro creatives address common client complaints Tips for advising clients on the right mix of channels The right way to set client expectations The Apple update and other trends in ad buying and creative development To hear more from Innovative Agency owners, listen to The Innovative Agency podcast on Apple Podcasts, Spotify, or on our website. Listening on a desktop & can't see the links? Just search for The Innovative Agency in your favorite podcast player.

Over the last few years, podcast listenership has exploded. As a result, many companies are adopting this medium to boost their content marketing efforts. But with more people entering the podcast game, it's becoming harder and harder to gain traction. So, how do you develop a podcast that resonates from the start and rises above the noise? Harry Morton , CEO of Lower Street Media , joins the show to share tips and tricks for crafting a compelling podcast format and strategies for standing out in a crowded marketplace. We discuss: - How the podcasting world has changed over the last few years - How to create a podcast that resonates and measure its success - Strategies for monetizing your podcast - Predictions for the future Mentioned during the podcast: - PodcastingwithHarry.com -Tweet at Harry: @podcastharry To hear more from Innovative Agency owners, listen to The Innovative Agency podcast on Apple Podcasts , Spotify , or on our website . Listening on a desktop & can't see the links? Just search for The Innovative Agency in your favorite podcast player.

Creativity should be more than an afterthought for an agency looking to produce differentiated ideas. And yet, many just don't make the time for it. Agencies will struggle with time constraints or thinking from a place of scarcity. The way to be better? Break the bad habits. In this episode, I speak with Cami Travis-Groves, Transformational Coach, National Speaker, Good Juju Spreader at Coach Cami, about how agencies can help creativity flourish and how the brain will fight change every step of the way. We discuss: - Where agencies struggle in their pursuit of creativity & how to get started - Removing obstacles to let creativity grow - Reaching out to your team to see what inspires them & helping them on their journey To hear more from Innovative Agency owners, listen to The Innovative Agency podcast on Apple Podcasts, Spotify, or on our website. Listening on a desktop & can't see the links? Just search for The Innovative Agency in your favorite podcast player.