The Innovative Agency

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/

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/