The Innovative Agency

Today on The Innovative Agency Podcast Sharon Toerek welcomes Louise Oliver, Founder and CEO of Peritus PR, for a story that doesn't get told nearly enough, but every agency owner needs to hear it. Louise discusses the bold and deeply personal decision to hit pause and step away entirely from the business she built. Not just a vacation. A real, extended break. And what happened next? Transformation for her agency, for her team, and for her as a leader. In an industry that rarely slows down, the idea of walking away even temporarily feels both daunting and impossible, but Louise reveals how it transformed her agency and her leadership. If you've ever asked yourself, "What would happen if I stepped away?"— this episode will give you the clarity, courage, and practical tools to start building an agency that doesn't just survive without you, but actually grows too. What you will learn in this episode: The mindset shift necessary for agency owners to confidently step away from their business, especially in turbulent times Practical frameworks and processes to ensure team accountability and smooth operation during an extended absence How to communicate your absence internally and externally to foster trust and buy-in from your team and clients The lifelong value of discomfort and vulnerability in preparing for succession and leadership transitions Regular, intentional time away should become a part of agency culture instead of just a rare event Why Louise's time off revealed new strengths in her team and led to unexpected business growth opportunities Bio Louise Oliver is the CEO and Founder of Peritus PR, one of Alabama's most respected communications firms, known for its innovative approach to public relations and advocacy. Louise has led Peritus PR to become a trusted partner for clients when the stakes are high. Her leadership is driven by a vision to build a firm that transcends traditional agency norms and outlives its founders, fostering a work culture that values purpose over burnout. Louise's career journey is marked by several unique milestones, including lessons learned from running an Alabama-based company from Italy, culture-building in an industry notorious for burnout, and charting a new path as a young small-business owner dedicated to playing well in the sandbox. Her greatest passion is empowering her team to use their gifts to move the region forward. Outside of work, she is a proud mother of three under five—two boys and a baby girl—and is married to her husband, a former U.S. Air Force dentist who now runs an orthodontic practice in Mobile, Alabama. Resources: Website: www.perituspr.com LinkedIn Personal: https://www.linkedin.com/in/louisecrowoliver/ LinkedIn Business: https://www.linkedin.com/company/perituspr/ X: https://x.com/PeritusPR Facebook: https://www.facebook.com/PeritusPR

Today on The Innovative Agency Podcast, Sharon Toerek is joined by Taylor Frame, Chief Revenue Officer at Best Practice Media. Taylor knows what it really takes to grow agency revenue in a market that's full of hesitation and slow-moving buyers. With economic uncertainty and client priorities shifting by the week, Taylor shares a refreshingly honest take on the sales challenges agencies are up against, and how to turn data into your secret weapon. From shortening decision cycles to keeping projects alive when clients get skittish, Taylor delivers practical strategies to stay confident, stay nimble, and keep the revenue flowing. If you're feeling pressure from stalled projects or nervous clients, this conversation will help you rethink your approach to business development and client relationships. What you will learn in this episode: The real-world challenges agencies are facing in today's volatile economy and why acknowledging reality is the first step in overcoming them How agency leaders can leverage the metrics clients care about most to build trust, confidence, and long-term partnerships Strategies for shortening new business cycles when clients are hesitating or stuck in "not yet" mode The critical importance of curiosity in the sales process, and the risks agencies run by skipping the fundamental step of actually listening Why defining "success" with your client up front is more necessary than ever How to position your agency as the calm, confident rock your clients need in uncertain times The evolving landscape for e-commerce brands Bio Taylor Frame is the co-owner and Chief Revenue Officer of Best Practice Media, a digital growth shop. With a passion for helping entrepreneurs hit their goals, Taylor has consulted and worked with over 400+ eCommerce companies ranging from start-ups to enterprise level accounts. Under his leadership, the agency has launched and scaled over 100 brands to consistent 6-figure months, finding creative solutions in the shifting eCommerce world. Resources: Website: https://bestpracticemedia.com/ LinkedIn Personal: https://www.linkedin.com/in/taylor-frame/ LinkedIn Business: https://www.linkedin.com/company/bestpracticemedia/

On this episode of The Innovative Agency Podcast, Sharon Toerek is joined by Jennifer Kaplan, Founder of Evolve PR and Marketing, an industry veteran who's had a front-row seat to the seismic shifts reshaping how we communicate. In a marketing landscape defined by constant change, Jennifer breaks down what's actually working today in PR, from the rising influence of podcasts and creators to the high-stakes game of personal branding. She shares how agency leaders can evolve their approach, strike the right balance between traditional media and emerging channels, and safeguard their clients' reputations in an always-on, hyper-connected world. If your agency is navigating the noise and trying to stay visible and credible, this conversation is packed with hard-earned insights and practical strategies you can put to work right now. What you will learn in this episode: How the shift from traditional media to platforms like podcasts and influencers is changing agency communications strategy The challenges and opportunities of educating clients about new outreach channels beyond TV and print How agency leaders can balance personal branding against company branding for more authentic and effective PR What to consider when allocating limited resources between thought leadership for executives and general brand campaigns The risks in influencer partnerships and how to protect your client's reputation in an age where every misstep is permanent Bio Jennifer Kaplan is the Founder and President of Evolve PR & Marketing, Arizona's largest public relations firm. Since launching the agency in 2010, she has led Evolve's growth from a small, client-focused team into a powerhouse of 25 full-time publicists serving more than 100 clients across local and national markets. A proud Phoenix native and Arizona State University alumna, Jennifer's deep Valley roots and relationship-driven approach have helped her build lasting partnerships and elevate brands across industries. Her leadership and impact have earned her numerous honors, including the Inaugural Hugh Downs School of Human Communication Alumni of the Year Award, Phoenix Business Journal's "40 Under 40," and AZ Business Magazine's "Most Influential Women in Arizona Business." Resources: Website: https://evolveprandmarketing.com/ LinkedIn Personal: https://www.linkedin.com/in/jennifer-kaplan-b331948/ LinkedIn Business: https://www.linkedin.com/company/evolveprandmarketing/

This episode of The Innovative Agency Podcast welcomes Lori Highby, CEO and Founder of Keystone Click, for an honest and practical conversation about what it really looks like to run a digital agency in the age of AI. Lori shares how her and her team are weaving AI into daily operations, not just the flashy stuff, but the messy, behind-the-scenes realities most agencies aren't talking about. She tackles how AI is rewriting the customer journey, reshaping content strategy, and forcing agencies to rethink their competitive edge from the ground up. If you're feeling uncertain or overwhelmed by the speed of change and wondering how your agency can lead instead of lag, this episode is for you. What you will learn in this episode: How AI is changing the customer journey long before a client is ready to buy Why your agency's approach to search may be due for a tune-up The critical differences between AI-assisted content creation and truly original thought leadership Ways to audit and optimize your agency's presence in AI-powered search platforms Why deeply niching your agency could be the key to standing out in the AI-driven era The day-to-day workflow shifts agencies are experiencing as their teams experiment with AI to gain efficiency and add strategic value Practical strategies to keep your team and your clients learning, sharing, and leveling up amid nonstop technological change The risks of rushing into full-scale AI automation for client deliverables Safeguards every agency leader should consider Bio A twenty-year veteran of marketing, branding and entrepreneurship—and Founder of the Milwaukee-based digital agency Keystone Click—Lori knows first-hand what it is like to be overwhelmed by options in the marketing world. As a young marketer, Lori found that when it came to digital marketing, she had to connect the dots herself, on the job. This learning journey gave her a lifelong passion for helping others sort through their own bewildering array of digital promotion options and find ones that work for them. Learning by doing gave Lori a unique passion to share the learning process with others. Over the years, she solidified a unique approach to digital marketing that specializes in educating clients as partners in the process. Lori and her team also emphasize that the basics of marketing are far more important than fads. "I tell clients, don't worry about all the new stuff popping up," says Lori. "Stick to the core values, and we'll be fine." In 2008, she founded Keystone Click to deliver digital marketing based on this conviction. She has since grown an eclectic team of talent who can manage every aspect of a client's online promotion. Today, Lori balances her time between leading vision and sales for Keystone Click, and sharing her expertise in many marketing forums for curious, motivated professionals and entrepreneurs. Lori enjoys meeting her audience wherever they are at in their self- or business-promotional journeys. She teaches them how to connect their unique vision with the right tools, people and ideas to market it effectively online. Clients and event attendees alike prize her calm, no-nonsense approach, as well as the vast network of resources she can point them toward to accelerate their success. Lori received her master's degree in business administration from Cardinal Stritch University. She speaks and blogs on the topics of social media, e-commerce, digital marketing and entrepreneurship. Resources: Website: https://lorihighby.com/ LinkedIn Personal: https://www.linkedin.com/in/lorihighby/ LinkedIn Business: https://www.linkedin.com/company/keystone-click/

This episode of The Innovative Agency Podcast examines a challenge every agency leader has faced at one point or another: watching a promising new client relationship fall apart too soon. Today's guest is Chip Griffin, Founder of the Small Agency Growth Alliance (SAGA), and he's here to unpack how to set agency-client relationships up for success before the contract is even signed. Chip candidly discusses why client churn happens more often than it should, and why misaligned expectations are usually to blame. He brings sharp, practical advice on how to ask better questions, uncover what clients really want, and build relationships that avoid scope creep, protect your profit, and actually last. If you're looking to turn more of your wins into long-term, high-value partnerships, don't miss this conversation. What you will learn in this episode: Why churn remains one of the greatest threats to agency profitability How to set client expectations before the contract is ever signed Why being genuinely curious can position your agency as a true expert instead of just a vendor The hidden risks of focusing on vanity metrics instead of KPIs that matter to your clients' business goals How the "handoff" from agency owner to account manager can make or break early client rapport and trust The role of client responsibilities in successful outcomes, and why agencies need them spelled out in every scope of work The surprising upside of embracing project-based relationships over traditional retainers Bio Chip Griffin created SAGA to help agency owners build the businesses that they are happy to own. As someone who has owned an agency himself, he understands the challenges and opportunities his clients see every day. Resources: Website: https://www.smallagencygrowth.com LinkedIn Personal: https://www.linkedin.com/in/chipgriffin/ LinkedIn Business: https://www.linkedin.com/company/small-agency-growth/ X: https://x.com/chipgriffin

This episode of The Innovative Agency Podcast welcomes Saul Marquez, Founder and CEO of Outcomes Rocket, an expert in digital marketing for the healthcare sector. Saul dives into the core challenges agencies face in proving the effectiveness of digital campaigns and building lasting client trust, especially when expectations and reality don't always match up. Saul breaks down the critical framework of assessing client digital maturity, dominating a niche, and establishing measurable KPIs. Listen in for actionable strategies on how to have tough client conversations and position your agency for resilience in an AI-driven future. What you will learn in this episode: Why assessing a client's digital marketing maturity is the first essential step before launching any campaign How to navigate tough conversations when client expectations don't match their true marketing readiness Aligning on KPIs and timelines before tactics A proven, three-part framework for planning, optimizing, and measuring digital campaigns in the rapidly evolving landscape The real value of niching your agency's services How emerging AI and agentic technologies are rewiring the future of agency operations and client expectations Why strong processes, documentation, and trust-building conversations are more critical than ever for agencies aiming to deliver results Bio Saul Marquez is a prominent figure in healthcare and marketing, serving as the Founder and CEO of Outcomes Rocket, a global marketing agency that helps healthcare organizations grow their impact and accelerate growth. With over twenty years of experience in sales and marketing within the healthcare sector, Saul's journey began in sales and leadership roles at major players like Stryker, NuVasive, and Medtronic. Recognizing significant gaps that companies were faced with in strategy, marketing, and commercialization during his career, Saul established Outcomes Rocket to address these challenges head-on. The agency focuses on helping healthcare brands and businesses scale and thrive in the digital age. Resources: Website: https://www.outcomesrocket.com/ LinkedIn Personal: https://www.linkedin.com/in/saulmarquez1/ LinkedIn Business: https://www.linkedin.com/company/outcomes-rocket X: https://x.com/OutcomesRocket

Today's episode of The Innovative Agency Podcast is a must-listen if you've ever found yourself staring down an empty pipeline, wondering where your next opportunity will come from. Sharon Toerek is joined by Tom Martin, Founder and CEO of Converse Digital. Tom doesn't pull punches when it comes to one of the most critical and overlooked agency challenges: consistent business development in an unpredictable market. Tom discusses why "hope is not a strategy" and delivers practical, proven frameworks that help agencies build resilient pipelines. From earning trust by teaching, to positioning your agency with purpose, to using scarcity as a strategic lever, this conversation is loaded with insights you can act on. If your agency's growth feels reactive instead of intentional, this conversation is a masterclass in getting ahead, and staying ahead. What you will learn in this episode: Why hope is not a strategy when for sustaining agency business development, and what to do instead How economic uncertainty is impacting marketing agencies' pipelines, and how to respond proactively instead of reactively The importance of teaching instead of selling during the business development process to deepen client trust and credibility How to consistently remain top of mind with potential clients without feeling pushy or salesy What it really takes to build predictable growth Strategic approaches to harness agency specialization and showcase expertise Being intentional about client fit and practicing scarcity can actually improve your negotiating power and long-term agency health Bio Tom Martin is a no-nonsense, straight-talking business development expert with over 30 years of experience helping agencies turn conversations into customers. As the author of The Invisible Sale and Founder of Converse Digital, Tom has built a career on demystifying persuasion, showing agencies how to earn trust, capture attention, and drive action—without relying on outdated sales tactics. An internationally recognized keynote speaker, Tom blends marketing, psychology, and technology to teach agencies how to Painlessly Prospect for their next great client. Resources: Website: https://conversedigital.com/ LinkedIn Personal: https://www.linkedin.com/in/tommartinjr/ LinkedIn Business: https://www.linkedin.com/company/conversedigital/ Facebook: https://www.facebook.com/ConverseDigital X: https://x.com/tommartin Agency Business Development Solutions: https://conversedigital.com/agency-business-development-resources The Invisible Sale: https://conversedigital.com/product/the-invisible-sale

Leading a fast-growing agency comes with unique challenges. How do you scale at speed without losing your culture, your talent, or your edge? This special milestone episode of The Innovative Agency Podcast (we've hit 300 episodes today, all!) features Stephanie Spicer, President of Luquire, an agency recognized for its rapid growth and innovative leadership. Stephanie candidly discusses Luquire's strategic approach to combining intentional goal-setting, transparent leadership, and a values-driven culture to fuel sustainable growth. She also shares the real-world practices behind fostering team passion, embracing "kindor" (kindness + candor), and navigating the risks and opportunities that emerge when agency growth accelerates. Bio Guided by instinct and driven by data, Stephanie Spicer helps clients win by developing a clear roadmap for success—and then making it happen. Before assuming the role of President at Luquire in 2020, Stephanie was responsible for establishing and developing the agency's strategy department, integrating cross-agency disciplines including platform development and positioning, digital strategy, and qualitative and quantitative research initiatives into one cohesive service line. With a rare talent for keeping an eye on the big picture while never losing sight of the details, Stephanie has a proven track record of developing growth-driving strategies for brands large and small, including Oreo, Advil and Botox. What you will learn in this episode: How to set and communicate ambitious growth goals that energize your entire agency team Why fast agency growth demands both luck and intentional planning, and how to strike that balance The critical link between transparent leadership and effective scaling in today's agency environment Strategies for fostering a thriving culture that attracts, retains, and inspires top talent How to operationalize your agency's core values in recruiting and daily work Why "organic growth" isn't just leadership's job and how to make client happiness a collective effort The keys to having difficult, honest conversations with clients Resources: Website: https://luquire.com/ LinkedIn Personal: https://www.linkedin.com/in/stephaniespicerluquire/ LinkedIn Business: https://www.linkedin.com/company/luquire/ Facebook Business: https://www.facebook.com/luquireagency/ X: https://x.com/luquireagency

Karl Sakas, an agency advisor and author of 'Calm the Chaos,' shares his insights on managing agency challenges. He discusses the evolving sources of stress for agency leaders and offers a 10-part framework to restore calm. Delegation takes center stage, with Karl explaining the difference between intentional and reckless delegation. He emphasizes the importance of a reliable number two and strategies for protecting time. With practical tips for agencies of all sizes, Sakas provides a roadmap to reduce chaos and enhance leadership effectiveness.

In this episode of The Innovative Agency, Sharon Toerek is joined by Ellen Praytor Faulkner, CEO of Lewis Communications, a performance marketing powerhouse with deep roots and a forward-thinking edge. Ellen opens up about what it really takes to lead an agency through transition, stepping into the CEO role in the wake of COVID and steering through the ripple effects of economic headwinds and rapid tech shifts. She shares hard-earned insights on guiding both teams and clients with empathy, clarity, and a firm grip on strategy. Ellen shares why those traits aren't just nice to have, but essential for agency growth and client success. What you will learn in this episode: The real challenges and opportunities agency leaders face during periods of transition and change How to set priorities and expectations when stepping into new leadership role at a legacy agency Why empathy, transparency, and hybrid upskilling have become core agency leadership tools Creative approaches for agencies to add value as partners when clients' in-house teams are also struggling to adapt The hidden pitfalls of performance marketing and how agencies can structure compensation to protect themselves while delivering client results How agencies can build lasting client relationships by embracing a "walk-alongside" mentality in today's performance-driven market The make-or-break importance of candid conversations around expectations, resources, and what true success looks like for both agency and client Ellen Faulkner looks forward, never backward. She drives innovation and change at Lewis and never allows the agency to settle for last year's solutions. She understands how marketing has evolved, is constantly innovating on the agency's offerings, and is a driving force in clients' growth at pivotal moments in their history. Ellen has led groundbreaking work for a vast range of clients during her 33+ years with the company, working across D2C and B2B brands in various industries including outdoor recreation, healthcare, education, lifestyle, and the financial sector. Resources: Website: https://www.lewiscommunications.com/ LinkedIn Personal: https://www.linkedin.com/in/ellenpraytorfaulkner/ LinkedIn Business: https://www.linkedin.com/company/lewis-communications/ Facebook Business: https://www.facebook.com/LewisCommunications/