The Innovative Agency

Today on The Innovative Agency Podcast Sharon Toerek is joined by Lindsey DeWitte. Lindsey is Chief Impact Officer at BarkleyOKRP, one of the largest independent agencies in the country. With economic and political headwinds reshaping the landscape, agency leaders are being called to step up in new ways, as steady hands for their clients and as champions of meaningful, values-driven work. Lindsey shares why she remains optimistic about the future, how BarkleyOKRP approaches purpose-driven work as a certified B Corp, and offers practical guidance for navigating client relationships and team dynamics in turbulent times. If you've wondered how to keep your agency focused, resilient, and true to its values when everything feels in flux, this episode is for you. What you will learn in this episode: How purpose-driven agencies can navigate economic and political uncertainty without losing sight of their core values Strategies for guiding clients through shifts in societal tone and consumer expectations The critical role of transparency, DEI, and sustainability in building resilient agency cultures Practical approaches to restarting and deepening client conversations during periods of rapid change The increasing importance of risk assessment for agency and client stability The shifting landscape for independent agencies and what the next 12 months could hold for the industry Lindsey DeWitte is President of PR and EVP of Purpose+Sustainability at Barkley, one of the largest independent creative idea companies in the U.S. Helping brands define, live and share their brand purpose has been a common thread in her work for brands, corporate foundations and NGOs like Estee Lauder, Kohl's, Lee Jeans, the Staples Foundation, March of Dimes and Susan G. Komen and Fruit of the Loom, Inc. Lindsey has helped build a sought-after purpose practice at Barkley due to her team's integrated approach of elevating corporate initiatives, pulling purpose back into the brand DNA and creating sustainability strategies that mobilize both internal and external audiences. She was an integral part of Barkley becoming a Certified B Corporation™, a designation that complements what Barkley already does for clients — helping them build "whole brands." Resources: Website: https://www.barkleyus.com/ LinkedIn Personal: https://www.linkedin.com/in/lindseydewitte/ LinkedIn Business: https://www.linkedin.com/company/barkley-okrp/

This episode of The Innovative Agency Podcast welcomes agency veteran and Bizzuka CEO John Munsell for a no-fluff conversation about what it really takes to lead an agency through the AI revolution. Drawing on decades of experience and real-world trials, John shares the hard truths and smart moves behind his transition from traditional agency life to the forefront of AI integration. As agencies wrestle with talent retention and the breakneck pace of tech change, John explains why so many teams feel unprepared for AI, and what agency leaders must do to change that. His insights go beyond the hype, offering practical strategies to help you cut through the noise, empower your team, and make AI part of your agency's everyday workflow. If you're feeling the gap between AI's promise and your agency's current reality, this episode delivers clear strategies to help you bridge it. What you will learn in this episode: Why most agency leaders feel unprepared for the realities of AI adoption and the disconnect this creates within their teams The hidden reason agencies have a natural advantage when it comes to building excellence with AI tools First steps small and midsize agencies can take right now to accelerate AI integration Key legal and confidentiality considerations when integrating generative AI into your agency's workflows Why agencies must shift their mindset from selling hours to selling outcomes if they want to thrive in the era of AI Strategies for having transparent, value-focused conversations about AI with agency clients John Munsell is the co-founder and CEO of Bizzuka, an AI consulting and training company based in Lafayette, LA. John is a recognized voice in the artificial intelligence (AI) space having influenced over 200 business leaders in their use and adoption of AI over the past three years. Recognizing AI's potential early on, John integrated it into all of Bizzuka's business processes. In 2022, John pivoted Bizzuka's entire business model to help companies grow faster and retain more employees through strategic AI use. His thousands of hours mastering AI technologies led to the creation of the AI Strategy Canvas™ and Scalable Prompt Engineering™. These frameworks have transformed AI efficiency in business and have been adopted by forward-thinking institutions, including Louisiana State University, which now mandates them in AI-related degree programs. Resources: Website: https://www.bizzuka.com/ LinkedIn Personal: https://www.linkedin.com/in/jwmunsell/ LinkedIn Business: https://www.linkedin.com/company/bizzuka/ X: https://x.com/johnmunsell

Today's episode of The Innovative Agency explores the real story behind brand with Justin Hoot, Partner and Director of Client Services & Growth at Chicago's Someoddpilot. This isn't your typical conversation about logos and taglines; we're talking brand as culture, as community, as a living, breathing relationship between agencies and their clients. Justin pulls back the curtain on why so many brands get stuck in the past, and what it really takes to help clients reimagine who they are and what they stand for. If you've ever felt the frustration of a brand that refuses to evolve, you'll walk away with fresh insights and a few aha moments you can put to work immediately. What you will learn in this episode: The biggest missteps agencies make when nurturing client brands, and how to avoid them How to have tough conversations with clients who are entrenched in outdated brand perceptions Strategies for aligning stakeholders and decision-makers around a cohesive brand vision The evolving role of brand in a marketing landscape dominated by data, AI, and automation How user-generated content and community-building are reshaping brand engagement Tips for boutique agencies on managing project margins without sacrificing client relationships What AI can and cannot replace Bio Justin Hoot heads up new business efforts and client services at Someoddpilot. His account and production teams translate business, consumer, and brand goals into cohesive solutions, and ensure the highest standards of creative output, communications, and project management for our partners. Justin's graduate degree in integrated marketing and background in music, entertainment and consumer brands positions our clients on the leading edge of all the most relevant consumer channels and touchpoints. Resources: Website: https://someoddpilot.com/ LinkedIn Personal: https://www.linkedin.com/in/justinhoot/ LinkedIn Business: https://www.linkedin.com/company/someoddpilot/

Today The Innovative Agency Podcast welcomes Patrick Taggart, Chief Creative Officer of SkyBlue Creative, for a candid conversation about the power and challenges of video in modern brand storytelling. As agencies face questions about authenticity, AI, and the pressure to "go big" with video content, Patrick explores his approach to unscripted, conversational video that brings out the genuine stories behind brands. He shares how agency leaders can confidently guide clients through the video creation process, avoid common pitfalls, and utilize video as a tool for both growth and connection. If you've ever wondered how to make your agency's video content stand out without falling into the trap of over-scripting or over-thinking, this episode is a must-listen. What you will learn in this episode: Why unscripted, conversational video outperforms overly polished content in building authentic brand connections How the increasing demand for video is changing client expectations and agency production roles Common fears clients have about being on camera and how agency leaders can help clients overcome them Strategies for identifying the best on-camera storytellers Best practices for successful agency-to-agency collaborations with video production partners Bio Pat Taggart is the Founder and Chief Creative at SkyBlue Creative. A documentary filmmaker, Pat takes a completely fresh approach to traditional, cringeworthy corporate videos that don't feel authentic, and that helps his client create impactful content that moves the needle for organizations of all sizes and industries. In addition to being a video creator, Pat is a highly-rated speaker for organizations like YPO and EO, educating leaders on how they can use video to attract and engage employees and customers. That includes plenty of tips on how to create winning content in-house without the need for a pro like himself. Resources: Website: https://www.skybluecreative.com/ LinkedIn: https://www.linkedin.com/in/pat-taggart-1a25a595/

In this episode of The Innovative Agency Podcast, Sharon Toerek sits down with serial entrepreneur Erik Olson, CEO of several thriving digital marketing agencies. Erik pulls back the curtain on his journey from running a single agency to building a powerful network under a holding company model. Erik shares the bold choices behind specialization versus diversification, and how each path impacts growth, scalability, and long-term sustainability for agencies. His entrepreneurial insights offer both a blueprint and a forecast for agency leaders eager to explore new frontiers. What you will learn in this episode: The decision-making process behind choosing to niche and the fear of alienation Challenges and lessons learned from spinning off and growing multiple agencies The importance of maintaining a financial safety net when considering business expansions or changes Insights into the creation and successful operation of a holding company that includes multiple specialized agencies The balance between specializations and diversification in building a resilient marketing agency The role of intellectual capital in expanding agency capabilities The future of agencies in light of technological advancements like AI Bio Erik J. Olson is a seasoned entrepreneur and the Founder and CEO of a growing portfolio of digital marketing agencies, including Array Digital, Rival Digital, and Crush Digital. While each agency specializes in helping specific industries such as law firms, HVAC contractors, and medical professionals, Erik's vision extends far beyond day-to-day marketing. His ultimate goal is to build a $100M holding company by 2030. Resources: Website: https://linktr.ee/erik.j.olson LinkedIn Personal: https://www.linkedin.com/in/iamerikjolson/ LinkedIn Business: https://www.linkedin.com/company/business-of-agency-mastermind/ X: x.com/iamerikjolson Million Dollar Journey: https://www.amazon.com/Million-Dollar-Journey-seven-figure-business/dp/B08X6DXB3M

On this episode of The Innovative Agency Podcast, Sharon Toerek explores the game-changing impact of AI in marketing agencies with guest Mike Todasco—former VP of Innovation at PayPal and now a professor at San Diego State University. This episode tackles the big questions: How can AI elevate agency-client relationships? Where do the biggest opportunities (and risks) lie? Mike shares how to cut through the hype to uncover practical, real-world strategies agencies can use to stay ahead, adapt, and harness AI for greater innovation and profitability. What you will learn in this episode: The difference between average and exceptional content in the age of AI Why prompt engineering is a game-changer for agencies Risks and rewards of adopting AI for content creation What clients are looking for in AI-savvy agencies Strategies for agencies to maintain their competitive edge by embracing innovation The untapped potential of AI for enhancing client relationships and agency profitability Bio Mike Todasco is a former Senior Director of Innovation at PayPal and a current Visiting Fellow at the James Silberrad Brown Center for Artificial Intelligence at SDSU. With over 100 patents to his name, Mike played a key role in fostering a culture of innovation across PayPal's 20,000+ employees. A recognized expert in AI and innovation, he explores how AI can enhance creativity and revolutionize business processes and personal tasks. Passionate about democratizing advanced technology, Mike advocates for enabling innovation without requiring deep technical expertise. He frequently shares his insights on AI's impact on innovation, decision-making, and cognition through articles on Medium and LinkedIn. Resources: LinkedIn: https://www.linkedin.com/in/todasco/ Medium: https://medium.com/@todasco Newsletter: https://www.linkedin.com/newsletters/ai-conversations-6996917847037755392/ SDSU: https://business.sdsu.edu/centers-institutes/ai

On this episode of The Innovative Agency Podcast, Sharon Toerek explores the fascinating intersection of buyer psychology and AI-driven marketing with Rai Cornell, Founder of Cornell Content Marketing. With a background in psychology, Rai brings a unique perspective on how human behavior shapes effective content strategies. She unpacks the role of human insight in modern marketing, revealing how agencies can seamlessly blend AI technology with traditional, human-led approaches to build trust, create deeper connections, and craft high-impact marketing funnels. What you will learn in this episode: The critical role of human psychology in creating effective marketing strategies Strategies to blend AI tools with human insight for sustainable brand building How to focus on building long-term trust over short-term transactions Techniques for agencies to assist clients in prioritizing brand building alongside conversion tactics Understanding your ideal client for effective marketing strategies How to use AI thoughtfully as a brainstorming and research tool, not a standalone solution Bio Rai Cornell is the CEO and Strategic Marketing Consultant of Cornell Content Marketing, helping B2B businesses become thought leaders by creating long-term demand-generation strategies and eliminating costly and unnecessary short-term, manipulative tactics like ads. Rai's marketing approach is psychology-driven to ensure businesses attract pre-qualified, emotionally engaged buyers. Rai's journey began when she shifted from a career in mental health to marketing, realizing that traditional marketing methods failed to create meaningful connections. Leveraging her experience as a freelance writer since 2007 and psychologist since 2012, Rai is revolutionizing the way marketers connect with ideal buyers in our digital-everything world. Resources: Website: https://www.cornellcontentmarketing.com/ LinkedIn Personal: https://www.linkedin.com/in/raicornell/ LinkedIn Business: https://www.linkedin.com/company/cornellcontentmarketing/ Facebook: https://www.facebook.com/cornellcontentmarketing/ Free SEO Guide: https://cornellcontentmarketing.kit.com/seo-checklist

In this episode of The Innovative Agency Podcast, Adam Nathan of Blaze AI joins Sharon Toerek to discuss the integration of AI into agencies, exploring both the opportunities it presents and the fears it evokes. Adam shares insights into how agencies can leverage AI to enhance their operations and outlines strategies for agency leaders to position themselves for future success. Discover how forward-thinking agencies are using AI to not only maintain but also enhance their value to clients. What you will learn in this episode: How agencies can leverage AI tools like to increase productivity and revenue The balance between opportunity and risk in AI integration for agencies Strategies for agencies to maximize creativity and customization with AI technology How to transparently communicate your agency's use of AI to clients Understanding the potential market shifts as AI becomes a standard in agency operations The long-term opportunities for agencies who embrace AI and adapt to technological advancements Bio After spending time at some of the most complex organizations and companies in the world (White House, Apple, Lyft) Adam Nathan realized he was spending more time coordinating work than actually doing it. Taking inspiration from how developers worked in Github and designers worked in Figma, he founded Almanac to build a tool to help teams collaborate in documents with structure and transparency. In 2023, Adam launched his second product, Blaze, a marketing AI tool for teams of one to create better content in half the time. Resources: Website: https://www.blaze.ai/ Linkedin Personal: https://www.linkedin.com/in/adampnathan/ Linkedin Business: https://www.linkedin.com/company/getblazeai/ X: https://x.com/adampnathan Startup Tycoon: https://startuptycoon.com/

In this episode of The Innovative Agency Podcast, Sharon Toerek sits down with Tom Conlon, Founder of North Street, a branding-focused agency based in New York. Tom made a bold strategic move, doubling down on a niche, and that led to the launch of his new venture, Circulent. He was able to harness his team's existing skills to turn specific expertise into a standalone revenue stream. Tom provides insights on how to innovate within your agency to create new revenue streams while maintaining the vitality of your core business. This conversation explores the power of niching down and transforming agency expertise into new opportunities. What you will learn in this episode: The strategic power of doubling down on a niche in your agency and how it can transform your business trajectory. How agency owners can identify unique skill sets within their teams to create new revenue streams. How to balance and grow both a new startup initiative and an established agency without compromising either. Strategies for setting up symbiotic relationships with other agencies as a distribution channel for specialized services. Practical advice on developing a separate pricing and business model for a new offering while managing client expectations. Bio Tom Conlon is the Founder of North Street, an independent branding, strategy, and design agency. With over 20 years of experience in design, web programming, copywriting, operations, and people management, Tom has a diverse background that includes working as a web designer, developer, writer, and editor for top media outlets like Wired, Men's Journal, AOL, and Popular Science. He earned a degree in Communications with a minor in History from Fordham University and is an active member of the Entrepreneurs' Organization in New York City. Tom is passionate about helping organizations succeed during moments of evolutionary change and has a particular interest in entrepreneurship, branding, and the Entrepreneurial Operating System (EOS). Resources: Website: https://northstreetcreative.com/ LinkedIn Personal: https://www.linkedin.com/in/thomas-conlon/ LinkedIn Business: https://www.linkedin.com/company/north-street/

Sharon Toerek sits down with Brad Farris, Principal of Anchor Advisors, for a powerful conversation on The Innovative Agency Podcast. This episode tackles a critical yet often overlooked question: What is the real role of a CEO in an agency? Brad breaks down the key responsibilities that separate working in the business from working on it—and why that distinction is vital for growth and innovation. Packed with practical strategies, this discussion is a must-listen for agency leaders ready to elevate their leadership and scale with intention. What you will learn in this episode: How to strategically divide time between working on versus in your business. The critical role of the CEO in setting agency strategy, culture, and driving major deals. Techniques for effective resource allocation that align both CEO and owner goals. Distinguishing between the roles of CEO and owner for agency success. How to leverage team feedback and performance reviews to improve leadership. Strategies to combat common bottlenecks and foster middle management growth. The transformative impact of taking time off to enhance creative and strategic thinking. Bio Brad Farris is known for helping agency owners grow through the $1M—$2M barrier to become thriving $3M —$5M agencies. For over twenty years, Brad has worked alongside agency owners to help them sharpen their focus, raise their prices, and hire better people to scale their firms. In his work with hundreds of agency owners, he's learned that success is driven less by what you do than who you decide to be, and the biggest hurdle to your agency's growth is between your ears. Resources: Website: https://anchoradvisors.com/ LinkedIn Personal: https://www.linkedin.com/in/bradfarris/ LinkedIn Business: https://www.linkedin.com/company/anchor-advisors-ltd./ Business Growth Phase Assessment: https://anchoradvisors.com/accelerate-your-business-growth/ Self-Leadership Assessment: https://anchoradvisors.com/self-leadership-assessment/