The Innovative Agency

Intro This week, host Sharon Toerek sits down with Mickie Kennedy, the founder and CEO of eReleases, to dive deep into the art and science of press releases. With over 25 years of experience in helping small businesses, authors, and startups gain visibility and credibility through effective press release distribution, Mickie shares actionable strategies that agencies can implement to amplify their clients' stories, making this conversation a masterclass in using press releases as a tool for marketing success. What you will learn in this episode: Why storytelling is the key to creating press releases that capture attention. How to use industry surveys and case studies to craft newsworthy press releases. The impact of AI on industries like graphic design and how it ties into media strategy. Why local media and social media influencers are often underutilized for press outreach. How to incorporate compelling quotes to make press releases stand out to journalists. The evolving role of video and multimedia in press releases and media pitches. Key tips for targeting and engaging with journalists and media outlets effectively. Bio Mickie Kennedy founded eReleases 25 years ago to help small businesses, authors, and startups increase their visibility and credibility through tier-1 press release distribution. He lives in the Baltimore area. Resources: Website: https://www.ereleases.com/ LinkedIn Personal: https://www.linkedin.com/in/publicity/ Facebook Business: https://www.facebook.com/ereleases.press.release.distribution Twitter: https://x.com/ereleases

Intro In this episode of The Innovative Agency, host Sharon Toerek welcomes two influential agency owners, Christy Hiler from Cornett and Jean Freeman from Zambezi, to discuss the importance of female leadership in the advertising industry. They dive into the alarming underrepresentation of women agency owners and the impact of initiatives like "Own It" in fostering support and growth for female-led agencies. What you will learn in this episode: The stark underrepresentation of female agency owners in the industry. How the "Own It" initiative is working to support and track women agency owners. The challenges and barriers women face in transitioning to agency ownership. The importance of community and mentorship for female leaders in advertising. Why independent agencies have unique opportunities in the current market landscape. The role of AI and new technologies as tools for independent agencies. How women leaders can effectively drive change and inspire their teams. Bio Christy Hiler is the CEO and owner of Cornett, an independent, full-service advertising agency located in Lexington, KY. Recognized as one of the best in the nation, Cornett is a 3X Ad Age Small Agency of the Year Awards winner. Christy's journey from Strategist to CEO and owner reflects her commitment and passion to Cornett. Her efforts have helped the agency achieve remarkable milestones, including earning two Shorty Awards, a Clio Award, a Gold National Addy Award, consecutive "Best Places to Work'' recognitions, and a client roster featuring brands such as Busch Light, A&W Restaurants, LEGOLAND, Keeneland, University of Kentucky and VisitLEX. Beyond driving business, Christy has worked tirelessly to diversify the advertising industry by co-founding Own It, a community empowering women and non-binary individuals to become ad agency owners. Jean Freeman is Principal + CEO of Zambezi, an integrated & independent creative communications agency. Jean has successfully grown Zambezi from a startup to what it is today – a thriving agency twice named Small Agency of the Year by AdAge and one of the fastest-growing businesses by the Los Angeles Business Journal. Resources: Website: http://www.teamcornett.com/ Website: http://www.zambezi-la.com/ Christy's LinkedIn: https://www.linkedin.com/in/christyhiler/ Jean's LinkedIn: https://www.linkedin.com/in/jeanfreeman/

Intro In this episode of The Innovative Agency, we sit down with Scott Cohen, President and CEO of Inbox Army. Scott shares his expertise on the evolution of email marketing and its power as an enduring tool for customer engagement. We also explore the key strategies agencies should focus on to maximize their clients' email marketing success in a fast-changing digital landscape. What you will learn in this episode: The core purpose of email marketing remains unchanged, but tools and tactics have evolved. How Apple's iOS 15 shifts focus from open rates to clicks and conversions. Why email marketing is undervalued despite driving first-time and repeat purchases. Strategies to improve email marketing, from automation to post-purchase emails. Balancing design and accessibility for more effective email campaigns. The limits of AI in email marketing and the need for human oversight. The importance of integrating email with other marketing channels for cohesive strategies. Bio Having begun life as a copywriter, Scott's been a stalwart in the email marketing industry since his boss came to him and said, "Hey, you write the newsletters... why don't you do them?" He has worked on both sides of the aisle, as a brand-side marketer running the email marketing programs at Purple, 1-800 Contacts, and Western Governors University as well as agency side working with clients ranging from small businesses to enterprise companies across multiple industries. Scott won the 2021 Stefan Pollard Email Marketer of the Year Award from the ANA Email Experience Council for his work during his time at Purple. He's a sought-after speaker, webinar and podcast guest, having spoken at events like the Email Insider Summit, Email Evolution Conference, Email Innovations Summit, eTail West, and more. (He also won a Bronze Telly Award for the very first TV ad he ever wrote, so "it's been downhill ever since.") Given his unique experience, Scott knows enough "to be dangerous" about email marketing, SMS, and many things CRM and retention marketing. He's built and managed larger CRM and retention teams, sent millions of emails (and a few million SMS, too), and written more than a few ads, blog posts, brochures, websites, and many other content pieces over the course of his 20-year marketing career. He's pressed the "Send" button a few thousand too many times to be anything other than frank about what email marketers need to do! Resources: Website: https://www.inboxarmy.com/ LinkedIn Personal: https://www.linkedin.com/in/scottcohen13/ Facebook Business: https://www.facebook.com/InboxArmy/ Twitter: https://twitter.com/scottcohen13

Intro In this episode, we engaged with leadership expert Ken Jacobs, principal of Jacobs Consulting and Executive Coaching. Ken shares his invaluable insights on the key leadership traits that are essential for agency success. Drawing from his extensive experience in PR and executive coaching, Ken emphasizes the importance of emotional intelligence, empathy, and courage in navigating the complex landscape of agency leadership. What you will learn in this episode: How emotional intelligence can improve your leadership effectiveness. Understanding and using empathy to connect with your team. Building trust through consistent, honest actions. The importance of respect in fostering a positive work environment. Why courage is essential for making tough decisions. Developing self-awareness for better leadership alignment. Enhancing communication skills to lead more effectively. Bio Ken Jacobs is the principal of Jacobs Consulting & Executive Coaching, which helps empower PR and communications leaders and executives to become more inspired, inspiring, and effective leaders. It does so via executive coaching. His company also helps agencies grow business, manage for profitability, improve client service, and enhance team performance, communications and leadership skills. It does these via consulting and training. Prior to launching his companies, Ken spent 25 years in management and leadership positions with a number of PR agencies, including Ogilvy & Mather PR, Marina Maher (pronounced "Mar" like "Star!") Communications, Maloney & Fox, and Lippe Taylor. Ken discusses leadership with some of the PR and communications industry's most respected leaders via "Taking the Lead," his quarterly leadership column in PRSA's Strategies & Tactics, and the similarly named video podcast on his website and YouTube channel. He's been a regular presenter at Counselors Academy since 2008, as well as PRSA ICON, ICON Leadership Rally, and at various PRSA district conference and chapters. He serves on the Board of PRSA Tri-State District. Resources: Website: www.jacobscomm.com LinkedIn Personal: https://www.linkedin.com/in/jacobsconsultingcoaching/ Facebook Business: https://www.facebook.com/JacobsConsultingAndExecutiveCoaching/ Twitter: https://x.com/i/flow/login?redirect_after_login=%2Fkensviews%2F

Intro In this episode of The Innovative Agency, host Sharon Toerek engages with Melissa Morris, founder of Agency Authority, to discuss the operational challenges that agency owners face while aiming for growth. Melissa, an expert in streamlining agency processes, offers her insights on improving workflows, effective time management, and making strategic decisions about service offerings and client relationships. What you will learn in this episode: The importance of analyzing and optimizing your agency's workflows for improved efficiency and client satisfaction. How to select and implement the right tools to boost productivity and reduce manual errors in your agency. Strategies for understanding and leveraging your team's strengths to improve service delivery. Why accurate time tracking is essential for identifying scope creep and informing pricing decisions. Steps to transition to higher-value service offerings while maintaining strong client relationships. Practical tips for managing client expectations and aligning them with your agency's goals. How to factor in administrative tasks when determining pricing to ensure agency profitability. Bio As the founder of Agency Authority, an operations consultancy for agency owners, Melissa Morris uses her 10 years of agency experience to help business owners maximize their team, increase their productivity, and grow their profits. Firmly committed to breaking the 'long hours and bad pay' stigma that plagues the agency world, Melissa and her team help business owners and their team members do the work they love without sacrificing client satisfaction, the bottom line, or their own sanity. Resources: Website: https://www.youragencyauthority.com/learnmore/ LinkedIn: https://www.linkedin.com/in/melissavmorris/ Facebook Business: https://www.facebook.com/agencyauthority Instagram: https://www.instagram.com/youragencyauthority/

Intro In this episode of The Innovative Agency, host Sharon Toerek sits down with Eric Yaverbaum, CEO of Ericho Communications and author of "PR for Dummies," to explore the rapidly changing world of PR and communications. With over four decades of experience, Eric shares invaluable insights on the importance of mentorship, adapting to the digital age, and integrating PR strategies into a broader marketing communications (MarCom) framework. What you will learn in this episode: The critical role of mentorship in shaping a successful PR career. How the shift from traditional media to digital platforms has transformed PR and communications. The importance of integrating PR and marketing strategies for a cohesive brand message. How to maintain consistency in messaging across multiple platforms like social media and traditional media. Why delivering exposure and ensuring client fiscal health are essential for agency success. The impact of algorithm-driven content on decision-making and the importance of seeking diverse perspectives. Bio Eric Yaverbaum, CEO of Ericho Communications, is a communications, media, and public relations expert with over 43 years in the industry, having co-founded Ericho Communications and served as President from 1985 until its successful sale in 2006. Eric has worked with a wide-range of top-of-their-industry clients, including Sony, IKEA, Progressive Insurance, Domino's, Beachbody, H&M, and fitness guru Jack LaLanne. Eric is a bestselling author who literally wrote and is in the process of writing the third edition of the industry-standard bestseller Public Relations for Dummies. He is also the bestselling author of six other titles, including Leadership Secrets of the World's Most Successful CEOs (with over a million copies sold). Eric will be recounting his lifelong ability to look towards the bright side for his upcoming book The Audacity of Silver Linings, set to release in 2025. He is a regular TV pundit, and his expert commentary has been featured in Forbes, Entrepreneur, The Washington Post, The New York Times, HuffPost, CNBC, MSNBC, Fox Business, Inc., and PR Week, among others. Resources: Website: http://www.erichopr.com/ LinkedIn Personal: https://www.linkedin.com/in/ericyaverbaum/ LinkedIn Business: https://www.linkedin.com/company/ericho-communications/

Intro In this episode we delve into the topic of fractional C-suite services with guest Joshua Ramsey, an experienced agency founder and fractional CMO. We explore the concept of fractional CMO businesses and their growing popularity in the industry. Tune in to identify how agencies can benefit from these services and how they play a crucial role in running a successful business. What you will learn in this episode: The importance of clearly defining goals with clients before starting work. How transparency and honesty can build trust and improve client relationships. Strategies for positioning fractional CMO services separately from day-to-day agency work. The significance of having a clear, singular voice leading the CMO efforts. Tips on leveraging seasoned professionals for fractional CMO roles. The impact of strategic messaging versus tactical placement in marketing. Common missteps agencies make when collaborating with CMOs and how to avoid them. Bio Joshua Ramsey is a seasoned marketing professional with over two decades of experience in media advertising and agency leadership. Starting out as a Junior Project Manager, he swiftly climbed the ranks to become Vice President of Marketing & Sales before founding Strategic Point Marketing, and catering to small local businesses. In 2018, he launched JRcmo, a Fractional CMO consultancy, focusing on optimizing marketing strategies for companies. Notable clients include Sentricon, PanoramAH! North America, SRSI – Warehouse Automation, and A-Lert Roofing and Metal Buildings, where Joshua's expertise has been instrumental in driving success. Resources: Website: https://jrcmo.com/ Facebook Business: https://www.facebook.com/JRcmo LinkedIn Personal: https://www.linkedin.com/in/jrcmo/ Twitter: https://twitter.com/JRCMO_USA TikTok: https://www.tiktok.com/@joshuaramseycmo YouTube: https://www.youtube.com/@joshuaramsey9402/featured Book: https://jrcmo.com/product/joshua-ramsey-online-marketing-ebook/

Intro Today's episode welcomes Damian Papworth, founder and CEO of Globita. Damian, who began his career in finance and economics before transitioning to digital marketing, shares insights on the benefits of white labeling and how integrating AI tools can enhance agency operations and client services. Tune in to explore how these strategies can drive growth and innovation in the marketing industry. What you will learn in this episode: The benefits and operations of white label partnerships for agencies. How AI is revolutionizing the marketing industry and client services. The importance of clear roles and responsibilities in white label relationships. Strategies for integrating AI into agency workflows. How to maintain client-centric services while adapting to new technologies. The significance of transparency in using AI tools with clients. Strategic moves and industry insights for future-proofing your agency. Bio Born and raised in Melbourne, Australia, Damian Papworth started his career with a background in finance and economics, which led to roles administering superannuation processes for financial institutions at the turn of the millennium. However, Papworth didn't feel challenged by the work and didn't see a long-term path to professional growth. Today, Damian is the CEO of Globital, a white label marketing services company that outsources marketing processes like SEO and PPC (Pay Per Click) for digital agencies all over the globe. Globital has offices in Australia, New Zealand, North America, Europe, South Africa, Pakistan, and the Philippines. Globital has carved out a significant niche in digital marketing, evolving from Papworth's small, accidental digital agency to a key player in the white label services sector. Resources: Website: https://www.globitalmarketing.com/ LinkedIn Personal: https://www.linkedin.com/in/damianpapworth/ LinkedIn Business: https://www.linkedin.com/company/globital/

Intro In this episode, we delve into the evolving landscape of B2B marketing, particularly for tech companies, with our expert guest, Kate Vasylenko, CEO & Co-founder of 42DM. We explore significant shifts in B2B marketing post-pandemic, discussing the unique challenges and changes in the industry. The conversation also covers the recent impact of AI in marketing and strategic recommendations for staying competitive in this dynamic field. What you will learn in this episode: How the pandemic and AI advancements have transformed B2B marketing. The changing behavior of younger generations in B2B purchasing decisions. The role of AI tools like ChatGPT in facilitating quicker buying decisions. The importance of niche targeting and omnichannel presence. Effective use of automation and AI to manage content demands. Future trends in B2B marketing, including thought leadership and data management. Bio Growth Marketer for tech companies and blockchain startups. CEO & Co-founder of 42DM, a full-stack digital marketing agency for tech businesses. Hubspot agency partner. Digital-savvy geek and an engaging keynote speaker from Eastern Europe with MA in applied mathematics and 18 years of successful experience in marketing, advertising, and digital communications. Resources: Website: https://42dm.net/ Facebook Business: https://www.facebook.com/42dm.net/ LinkedIn Personal: https://www.linkedin.com/in/vasylenko/ Twitter: https://twitter.com/42DM_net

Intro In this episode of The Innovative Agency Podcast, host Sharon Toerek discusses the challenges agency owners face in streamlining their business operations to drive profitability and efficiency. She is joined by Alane Boyd from Workday Ninja, who shares insights on agency workflow optimization. Alane highlights the common pain points agencies experience and offers strategies to enhance profitability and save time. What you will learn in this episode: The benefits of automating repetitive tasks in agency workflows. Effective delegation and documentation strategies to empower teams. How to use project management tools to streamline client onboarding and communication. The importance of tracking key metrics and KPIs for agency performance. Some practical tips for creating and maintaining a knowledge base. Strategies for implementing efficient workflow systems to increase profitability. Bio Alane Boyd is the Co-Founder of Workday Ninja, an operations and growth strategy agency that utilizes AI and automation to improve efficiency for its clients. The first business Alane grew was an agency + software platform specializing in car dealerships. She built it to 8-figures and sold it in 2018. Now, she works with agencies to improve their operations by implementing project management systems and automating workflows between systems. Resources: Website: https://www.workdayninja.com/ LinkedIn Personal: https://www.linkedin.com/in/alaneboyd/ Facebook Business: https://www.facebook.com/workdayninja YouTube: https://www.youtube.com/@WorkdayNinja Instagram: https://www.instagram.com/workdayninja/ Twitter: https://twitter.com/alaneboyd Project Management Selector Tool: https://form.typeform.com/to/pdwhka7L Willy the Workflow Wizard Automation Tool: https://bit.ly/49PNPNz