The Innovative Agency

Intro In this episode, Jeff Swartz, Founder of Ethic Advertising Agency, joins us to discuss the fundamentals of successful agency collaborations. Jeff shares his expertise on building trust and setting clear expectations in agency-client relationships, which is essential for navigating agreements and metrics effectively. Our discussion highlights the importance of clearly defining roles, maintaining respectful interactions, and avoiding selfish behaviors to ensure successful partnerships with both clients and other agencies. What you will learn in this episode: The importance of clearly defining roles and responsibilities in agency collaborations to prevent confusion. How to leverage strategies to avoid selfish behaviors in collaborations. How establishing thought leadership through educational content can enhance your agency's client interactions. Gain insights into using humor and education in client communications to improve understanding and engagement. Bio Jeff Swartz is an advertising entrepreneur, ad tech creator, and Founder and CEO of Ethic Advertising Agency and Qujam. Established in 2014, Ethic Advertising delivers hyper-targeted digital advertising solutions. Recently, Swartz's team launched Qujam, a do-it-yourself Geofence Advertising platform for small businesses. Resources: Jeff's LinkedIn: https://www.linkedin.com/in/jeffreymswartz/ Ethic's Website: https://www.ethic-ads.com/ Qujam's Website: https://qujam.com/ Spiderweb Blog: https://www.ethic-ads.com/digital-advertising-spiderweb-effect/ 9 Reasons Why Advertising Doesn't Work ebook download: https://www.ethic-ads.com/9-reasons-advertising-doesnt-work-ebook/

Intro In this episode, we dive deep into the transformative power of creativity in the agency space. We're joined by Tom Shapiro, CEO of Stratabeat, who shares his insights on leveraging creativity not just in campaigns, but across all facets of agency operations. Through this conversation, you will discover how breaking the creative mold can propel your agency to new heights. What you will learn in this episode: How creativity helps agencies achieve results beyond what's possible with traditional campaigns. Practical methods for embedding innovation within your team to drive growth. The role of challenging conventions to differentiate your agency in a competitive market. How fostering a culture that celebrates and encourages creative thinking can benefit your agency. Using a decision-making matrix to evaluate and prioritize innovative ideas effectively. Insights into nurturing client relationships through creative problem-solving techniques. Bio Tom Shapiro is CEO of Stratabeat, a B2B organic growth agency specializing in SEO, content strategy, content development, web design, and conversion optimization. Through his career, Shapiro's clients have included market leaders such as Intel, GE, AT&T, Hewlett-Packard, Freshworks, and UnitedHealthcare. Previously, Shapiro was the Director of Digital Strategy at iProspect. During his five years at the agency, the number of employees grew from 85 to 700+. Shapiro is the author of the books Rethink Lead Generation and Rethink Your Marketing, both available on Amazon. Resources: Website:https://stratabeat.com/ LinkedIn Personal:https://www.linkedin.com/in/tomshapiro/ Twitter:https://twitter.com/tomshapiro Book:https://tomshapiro.com/book-rethink-lead-generation/

Today, Sharon Toerek delves into the critical intersections of Artificial Intelligence (AI) and legal considerations in the marketing agency landscape. Drawing from her experiences and discussions at recent industry conferences, she shares key strategies and legal insights that every agency leader needs to navigate the evolving digital environment effectively. What you will learn in this episode: Discover innovative revenue strategies that go beyond traditional business development. Understand the implications of AI in creating new business models. Learn about the latest trends in pricing and packaging services to maximize profitability. Explore effective techniques for niche development and positioning to stand out. The importance of succession planning and how to start the process. Uncover strategies for maximizing organic growth through deeper client relationships and strategic partnerships. Discuss crucial legal considerations, from client exclusivity expectations to the proper classification of talent and strategic alliances.

AI + Your Agency: Balancing Risks with Reward, with Sharon Toerek Intro The host of The Innovative Agency, Sharon Toerek, Founder of Toerek Law, sits with us in today's solocast to unravel the complexities and dual-edged nature of Artificial Intelligence (AI) in the marketing world. As we explore the transformative effects of AI on agency operations, Sharon provides an in-depth analysis of both the opportunities it presents and the risks it poses. What you will learn in this episode: How AI can dramatically enhance agency efficiency and profitability. Key legal considerations around Intellectual Property protection for AI-generated content. Insights into copyright issues specific to AI and human-created content combinations. The necessity of robust policies for managing AI use in agencies. Steps for integrating AI responsibly with a focus on legal compliance and confidentiality. Upcoming resources and tools to help agencies navigate the AI landscape effectively. Resources: Website: legalandcreative.com LinkedIn: https://www.linkedin.com/in/sharontoerek/ Twitter: https://twitter.com/SharonToerek

Intro In this episode, Colleen Gallagher, CEO of OnWrd & UpWrd, reveals how her agency carved a niche in helping trade associations become industry leaders. Colleen shares several valuable lessons on using transparency and clear pricing strategies to not only attract the right clients but also to ensure agency growth and profitability. What you will learn in this episode: The importance of selecting a niche to specialize in for enhanced agency focus How transparency in services and pricing can set an agency apart in a competitive market. The benefits of implementing a value-based pricing model to ensure profitability and prevent scope creep. Strategies for effectively communicating an agency's value proposition to attract and retain ideal clients. Practical tips for reverse engineering successful projects to create replicable offerings. Insights into fostering client relationships that are based on trust and clear expectations. Bio Colleen Lerro Gallagher is the President and CEO of OnWrd & UpWrd. She uses her expertise in communications and advocacy, media relations and video and podcast production to help clients enhance their brand as an industry thought leader. At OnWrd & UpWrd, she works with clients to secure national and local media coverage, develop strategic communications plans and implement video and digital strategies to set them apart from the competition. She also serves on the Washington Women in Public Relations Board of Directors and the ASAE Communications Professionals Advisory Council. Prior to joining OnWrd & UpWrd, Colleen was a Vice President at Curley Company, a DC-based brand and advocacy PR firm. Before that she was the Vice President of Communications & Research for the Global Business Travel Association where she led and implemented award-winning PR campaigns, launched a broadcast studio and provided strategic input for the overall direction of the association. She also worked on the communications teams at the Biotechnology Industry Organization and the Consumer Technology Association. Colleen has a master's degree in public communication from American University and a bachelor's degree in journalism from the State University of New York College at Brockport. Resources: Website: https://onwrdupwrd.com/ LinkedIn Personal: https://www.linkedin.com/in/colleen-lerro-gallagher/ LinkedIn Business: https://www.linkedin.com/company/onwrd-upwrd Book: https://onwrdupwrd.com/qa/

Intro In our latest episode, we sat down with Atiba de Souza, known as the Video Content Superman, a master connector in the marketing world. Atiba discusses his dynamic approach to leadership within his video marketing agency, blending his deep understanding of relationship-building with effective team management to drive business success. What you will learn in this episode: The critical importance of nurturing talent to drive agency success in any economic climate. Insights into Atiba's personal branding journey and its impact on team motivation. Strategies for overcoming leadership challenges through personal development and volunteer work. The effectiveness of the CASE method in delegating tasks and empowering teams. The transformational impact of mission-driven leadership on agency culture. How adapting to distributed work models can reshape team dynamics and leadership approaches. Bio Atiba de Souza, renowned as a Super Connector and the Video Content Superman, is a celebrated marketer and business owner whose career is rooted in the profound belief that the true power in business lies in building relationships grounded in pure intentions to connect, share, and serve. With an impressive track record spanning over two decades, Atiba has been instrumental in connecting people across various industries, earning him a reputation for turning networking into an art form. At the core of Atiba's philosophy is the conviction that relationships are the bedrock of successful business ventures. He empowers his audience to discover and harness their inner superheroes through the formation of meaningful and impactful connections. His approach is not just about networking; it's about forming bonds that transcend traditional business transactions, fostering an environment of mutual growth and support. As the head of a video marketing agency that specializes in helping doctors attract their ideal patients, Atiba has demonstrated a unique flair for blending marketing expertise with a deep understanding of human connections. His agency is renowned for creating compelling video content that resonates with audiences, showcasing his acumen as the Video Content Superman. Beyond his speaking engagements and marketing endeavors, Atiba's entrepreneurial journey is diverse and rich with experience. He has successfully owned and managed various businesses, including gyms, a bakery, and food service companies over the last 25 years. This vast experience across different sectors has endowed him with a unique perspective on business and relationship building, making him a sought-after voice in the industry. Atiba's expertise in relationships extends far past the business world as he has coached several National Championship Youth football teams and is regularly consulted on the art of team building and culture which he says share relationships as their bedrock. Atiba's journey is a testament to the power of genuine connections and the impact they can have on personal and professional growth. As a speaker, coach, mentor, and marketer, he continues to inspire and guide individuals and businesses toward realizing their full potential through the art of connection. Resources: YouTube Channel: https://www.youtube.com/channel/UChjej0lyswDeDd91x7y63ew Facebook Business: https://www.facebook.com/atibadesouza LinkedIn Personal: https://www.linkedin.com/in/atibadesouza/

Intro Join us on The Innovative Agency as Diane Strand, an award-winning Executive Producer and visionary in workforce development in the arts, dives into the transformative role of video in marketing. With a rich background from JDS Studios to TV production, Diane shares profound insights into evolving video marketing strategies to meet modern demands. What you will learn in this episode: Explore the shift from traditional long-form videos to concise, impactful social media content. Understand the profound impact of personal branding through video in enhancing both individual and corporate profiles. Discover essential post-production skills necessary for effectively tailoring content across various digital platforms. Gain insights into how AI is set to revolutionize video production, making it an essential tool for future marketing. Learn strategic approaches for agencies looking to collaborate effectively with professional video firms to align messaging and visual style. Bio Diane Strand is an award-winning Executive Producer at JDS Studios and the TV show Spirit of Innovation, the first Riverside County local news and information program. She is the majority owner of JDS Video & Media Productions, Inc / JDS Actors Studio and the co-founder of nonprofit JDS Creative Academy, she is also a bestselling author on entrepreneurship and breaking into the industry as an actor. Diane provides pathways for career opportunities in the visual, performing and digital arts. Her passion for Workforce Development in the arts, led her to write two approved curriculums for video production. One is a Title 17 program designed for adults with developmental disabilities. The other is a California State approved apprenticeship program for college graduates. These programs provide hands-on training along with paid supported internship opportunities, designed to break down barriers to gainful employment in video production, post production and acting. Diane's prior career life holds credits from A-List shows like; General Hospital, Friends, Veronica's Closet and building the high-def control room at Staples Center, for the last 20 years Diane has been a successful entrepreneur of her own, a multi-award-winning production company, working with clients like Abbott Vascular, City of Temecula, Cal State San Marcos and United Healthcare Services to name a few. Diane has launched over 100 video and acting careers into the mainstream entertainment and video production industry. She intersects economic development, workforce development and the arts to level the playing field creating opportunities for all. As an award winning marketer in multimedia and communications, Diane speaks and coaches on Being Seen in your Business, Turning your Passions into Profits, and Entrepreneurship - Packing your own Parachute Resources: Website: https://linktr.ee/JDSFAM JDS Studio Live: https://jdsstudio.live/ LinkedIn Personal: https://www.linkedin.com/in/dianestrand/ Twitter: https://twitter.com/JDSProductions Instagram: https://www.instagram.com/jdscreativeacademy/

Intro In this episode of The Innovative Agency, we're joined by Lee Black, Founder of Antilles and a leader in SEO and digital marketing strategies. Lee shares his expert insights on the transformative impact of integrating video production into SEO practices, setting new standards in content creation. What you will learn in this episode: How AI and custom video content can revolutionize SEO and user engagement. The strategic benefits of moving video production in-house for quality control. Overcoming operational challenges in adopting new video production technologies. The importance of adaptability in the use of short-form video across various platforms. Insights on optimizing video content for SEO to align with Google's content quality standards. Why diversifying marketing strategies beyond single platforms like TikTok is crucial for long-term success. Bio Owner, Antilles Digital Media | South Charlotte's 2023 Local Business Person of the Year | Digital Media Solutions For Growing Businesses Resources: Website: http://antillesdigitalmedia.com/ Facebook Business: https://www.facebook.com/antillesdigitalmedia704 LinkedIn Personal: https://www.linkedin.com/in/lee-black-iii/

Intro In this episode, we are joined by Alex Oliveira, Founder and CEO of Prediq, a lead generation agency, to discuss the state of lead generation and the importance of collaboration between marketing and sales teams. He explores strategies to bridge the gap between marketing and sales teams for optimal results in the agency world. What you will learn in this episode: The evolution of lead generation and conversion across the agency landscape. How to effectively manage agency-client relationship dynamics. The benefits of maintaining a legal compliance strategy in your agency. How AI plays into lead generation, particularly in optimizing the conversion of leads into sales. The need for agencies to balance risks and opportunities when adopting generative AI technologies. Bio As an entrepreneur with 15 years of experience in digital marketing and technology, Alex Oliveira has excelled in elevating brands for nonprofits, small businesses, and Fortune 500 companies. Alex's marketing framework has been taught to undergrad and graduate college classes. When he is not working, Alex can be found RV'ing with his wife and 4 children. Resources: Website: https://www.prediq.io/ Facebook Business: https://www.facebook.com/prediqmedia LinkedIn Personal: https://www.linkedin.com/in/alexoliveira1/ Book: https://www.amazon.com/You-Build-Will-They-Come-ebook/dp/B09QZYVW2X

Intro With the digital landscape moving at the speed of light, it can seem like a maze of evolving technologies. In this episode of the podcast, we welcome Deirdre McGlashan, CMO of BrandGuard, to explore the intersection of AI technology and brand governance. She sheds light on how marketing agencies must adapt to maintain brand integrity and stay ahead of technological advancements. We delve into the critical balance between the consumers' creative power and an agency's expertise in design and technology navigation. What you will learn in this episode: Strategies for agencies to educate themselves and keep pace with evolving consumer-driven technology. The importance of having conversations about brand integrity and setting up tangible rules and regulations for brand governance. Why consistent brand evolution reviews with clients are crucial for maintaining brand strength. The potential of AI to transform content generation, and how to position it as a tool for enhancement rather than a threat. Utilizing AI to streamline processes, foster staff retention, and enhance the creative workflow within an agency. Bio Having started during the heady boom days of late 90's San Francisco, Deirdre McGlashan has been involved in all aspects of marketing throughout her career, from strategy to content and media to technical development and data and analytics. Deirdre is currently Chief Marketing Officer for BrandGuard, the world's first AI-powered brand governance platform after serving in Chief Media Officer, Chief Digital Officer, and CEO positions within Stagwell, MediaCom and Dentsu in NY, London, and Shanghai. Resources: Website: https://www.brandguard.ai/ LinkedIn Personal: https://www.linkedin.com/in/deirdremcg/ LinkedIn Business: https://www.linkedin.com/company/brandguard-ai/