Build a Better Agency Podcast

Ulli Appelbaum, a brand strategist and author of "The Science of Brand Associations," shares insights from his extensive agency experience. He discusses the critical role of emotional resonance in brand memory and how consistent brand presence drives growth. Ulli explains the importance of data-driven branding, offering frameworks to select effective brand associations. He highlights the power of memorable characters and jingles over traditional logos and emphasizes the need for strategies that focus on emotional storytelling, even in B2B markets.

Amber De La Garza, a seasoned business coach and productivity expert, discusses how agency owners often unintentionally create chaos. She emphasizes the need for leaders to adopt self-leadership and model effective systems before expecting team compliance. Amber offers insightful strategies, like asking 'How am I responsible?' to identify root causes of dysfunction. The conversation also highlights the importance of empowering teams rather than solving every problem solo, and the necessity of carving out focused time for strategic planning.

Drew McLellan dives into the paradox of uncertainty in the agency world, revealing how it triggers fear yet offers opportunities for innovation. He shares a personal story of fear from his childhood to illustrate how we can reframe our mindset. Discover why embracing perpetual change is crucial for growth, and how community support can reduce anxiety and foster collaboration. With insights from neuroscience, he encourages agency leaders to adapt, learn, and thrive amid chaos—viewing uncertainty as a strategic advantage rather than a hurdle.

Nicole Mahoney, an agency owner and collaboration expert in the travel sector, shares her insights on harnessing strategic partnerships to drive agency growth. She discusses her innovative '3C framework,' emphasizing communication, common goals, and commitment as keys to successful collaborations. Nicole categorizes collaborators into promoters, doubters, and protectors, offering ways to navigate these relationships. Real-world examples highlight both successes and learning experiences, encouraging a mindset of coopetition to enhance agency capabilities.

In this enlightening discussion, Robin Bonn, founder of Codefinery and author of *Market of One*, shares his expertise on how agencies can achieve true differentiation. With over two decades of experience, he highlights why many agencies struggle to stand out and debunks common misconceptions. Robin emphasizes the importance of unique positioning, the role of pricing as a differentiator, and the fear that keeps agencies from embracing deeper strategies. He also explores the impact of AI on business models and the necessity for agencies to align client fit with their unique value.

Neen James, a client experience expert and author, discusses how luxury is redefined by attention and meaningful connections. She explores the concept of luxury mindsets and offers insights on creating memorable client experiences. Neen emphasizes the importance of treating agency teams as valued guests and implementing systematized thoughtfulness in client interactions. Listeners learn to tailor communications based on different mindsets and the power of personalized touches, making every client touchpoint a delightful experience.

In this insightful discussion, Craig Cody, a seasoned CPA and tax advisor, sheds light on crucial 401(k) regulation changes impacting agency owners and high earners. He delves into the new catch-up contributions tied to income, the necessity of Roth provisions in existing plans, and compliance risks for agencies. Craig also highlights available tax credits for newly launched 401(k) plans, the benefits of switching to a 401(k), and common tax strategies that many overlook. His practical advice offers agency leaders a roadmap to navigate these complex changes.

Drew McLellan dives deep into planning for 2026, emphasizing the unique responsibilities of agency owners. He outlines five core areas to focus on: driving new business, articulating vision, managing finances, nurturing people and clients, and building an empowered leadership team. Hear tips on defining mission and values, choosing and committing to a niche, and fostering growth among existing clients. Drew offers actionable insights for cultivating strong client relationships and encourages owners to lead with clear strategies, all while staying connected with their teams.

In a captivating discussion, Ben Gaddis, a former agency founder turned private equity investor, shares his insights on what elevates agency value today. He explores the shift from hiring staff to lean, productized delivery, emphasizing the balance between creativity and scalable systems. Ben highlights the significance of organic growth and the move away from traditional agency models. He provides practical strategies for account growth and discusses the traits that attract investors, advocating for focus on revenue over headcount for sustainable success.

Rishad Tobaccowala, an agency veteran and author of "Rethinking Work," shares his insights on the evolving work landscape. He discusses five transformative forces like technology and demographics that are reshaping how teams operate. Rishad emphasizes the shift towards flexible work environments and the importance of fostering leadership without traditional hierarchies. He also highlights the benefits of fractional roles and the need for agencies to attract talent by reimagining their office spaces, aligning with emerging generational values.