Build a Better Agency Podcast

Welcome to another insightful episode of Build a Better Agency! This week, host Drew McLellan tackles a topic that agency owners and leaders wrestle with time and again: the true role of project management within an agency, and how getting it right can transform both your workflow and your bottom line. Drew is joined by expert consultant Rachel Gertz, who has spent over 15 years helping agencies demystify project management, build stronger systems, and create operational success. In this episode, Drew and Rachel dig deep into what project management really means in a modern agency setting, beyond just moving tasks from A to B or managing a checklist. Rachel shares her journey from educator to operations consultant, revealing why constraints and structure, when thoughtfully implemented, actually unleash greater creative freedom for agency teams. Together, they explore why so many agencies struggle with the sales-to-delivery handoff, how process breakdowns lead to burnout and missed profits, and what a healthy, efficient system should feel like for everyone involved. Listeners will walk away with actionable advice on rethinking their approach to project scoping, discovering the hidden pitfalls of underestimating the “soft” operational work, and why tools alone can’t fix a broken process. Rachel offers practical steps for evaluating where the real chaos lives in your agency, how to break the cycle of “garbage in, garbage out,” and the importance of prioritizing client relationship dynamics alongside deliverable deadlines.  If you’re ready to move past reactionary chaos and toward calm, confidence, and profitability in your agency’s operations, this episode delivers both hope and a roadmap. Don’t miss these expert insights on the power of process, the value of discovery, and the freedom that comes from building a sustainable project management approach. By the end, you’ll see project management as the backbone of agency success—and have new ideas for turning your systems into a competitive advantage.  A big thank you to our podcast’s presenting sponsor, White Label IQ. They’re an amazing resource for agencies who want to outsource their design, dev, or PPC work at wholesale prices. Check out their special offer (10 free hours!) for podcast listeners here. What You Will Learn in This Episode: Clarifying the true role and value of project management in agencies   The critical impact of effective sales-to-project handoffs Why project management systems unlock both creative freedom and operational efficiency Moving beyond relying solely on tools to fixing underlying processes The importance of scoping both the project and its environment Building agency profitability by baking in realistic time and resource allocations Cultivating calm, predictability, and stronger client relationships through better operational systems

Join Marcus Sheridan, a marketing thought leader and author known for 'They Ask, You Answer', as he shares transformative strategies for agency owners. He discusses how agencies can thrive amid AI advancements and digital shifts by adopting a coaching mentality that focuses on strategic client engagement. Marcus emphasizes the importance of self-service tools like pricing estimators, which empower clients and enhance agency-client relationships. His own journey from revitalizing a struggling pool company to becoming an indispensable partner for clients offers valuable insights for navigating today's challenges.

In this engaging conversation, Dr. Mike Rucker, a behavioral psychologist and author of The Fun Habit, explores the transformative power of fun in life and work. He highlights how our culture often demonizes fun in favor of productivity and the negative effects of chasing happiness. Mike introduces the concept of hedonic flexibility, demonstrating that scheduling small moments of joy can boost creativity and resilience. Listeners gain practical strategies for fostering a joyful work environment and achieving a healthier work-life balance.

Explore how agency owners are preparing for 2025 amidst changing economic and political landscapes. Discover insights on shifting client expectations, emphasizing transparency and shorter contracts. Learn about the rise in mergers and acquisitions as agencies adapt to fill skill gaps. The discussion also touches on employee mental health and innovative staffing strategies to foster resilience. Additionally, the role of AI in enhancing agency operations and the importance of aligning company values with employee support are examined.

Susan Baier, a research partner from Audience Audit, joins to unveil the findings of the 2025 Agency Edge Research. They explore how agency clients perceive AI, revealing that many are eager for transparency from their agencies. The discussion categorizes clients into three groups: AI Embracers, Skeptics, and Opportunists, each with unique expectations. Surprising insights show most clients don’t want to replace agencies with tech, but rather seek expert guidance. Agency leaders are encouraged to foster trust and grow their strategic value amidst AI integration.

Join Pieter-Paul von Weiler and Matt Davies, co-founders of Better Briefs, as they share their extensive agency experience to tackle the challenges of effective creative briefs. They reveal shocking statistics showing the disconnect between marketers and agencies regarding brief clarity. Discover actionable insights on improving brief quality, including the importance of honest communication and tailored templates. Plus, learn how a well-structured brief can significantly enhance collaboration and drive successful creative outcomes.

Join high-performance coach Christina Langdon, co-founder of The Kite, as she redefines agency growth through inspired leadership. She emphasizes the importance of evolving mindsets and collaborative culture over mere revenue. Christina reveals strategies to break out of complacency and the dangers of 'default mode,' promoting self-reflection as a tool for team growth. Discover how intentional learning and vulnerability can transform leadership dynamics, driving innovation and engagement while achieving extraordinary goals.

In this discussion, Susan Baier, a co-founder of Agency Core and audience research specialist, and Brian Gerstner, also a co-founder and expert in outsourced agency services, reveal sobering insights from their latest research. They highlight the distinct challenges agencies face, including staffing issues and declining optimism. The conversation explores the critical need for strategic differentiation, community support, and effective client retention strategies. They also address how agencies can leverage AI to enhance business relationships while remaining adaptable to market demands.

Celebrating a major milestone, the host reflects on invaluable lessons from a decade of agency insights. They emphasize agency life as a long marathon, highlighting the significance of teamwork and mental well-being. The importance of surrounding yourself with the right people shines through, along with the need for strong core values in navigating challenges. Commitment to community and leading with love are stressed as keys to business success. The heartfelt reflections offer both inspiration and practical takeaways for agency leaders.

In this engaging talk, negotiation expert Mike Lander shares his dual insights from being a former procurement director and current advisor to agencies. He unveils the common missteps agencies make after winning new business, emphasizing the transition to nurturing ongoing client relationships. Mike discusses essential strategies for contract negotiation, focusing on mutual value creation rather than discounts. He also highlights the importance of differentiation and effective pitching, providing actionable tactics for agencies to secure profitable deals.