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

Welcome to another insightful episode of Build a Better Agency! This week, host Drew McLellan welcomes renowned marketing thought leader Marcus Sheridan to tackle some of the most pressing challenges—and exciting opportunities—facing agency owners today. Known for his influential book They Ask, You Answer, Marcus brings a fresh perspective to the table with the launch of his new book Endless Customers, focusing on how agencies can thrive in a rapidly evolving, technology-driven landscape.

In this engaging conversation, Drew and Marcus dive deep into the shifting dynamics of content marketing and client engagement, especially in the age of AI and digital transformation. Marcus shares lessons from his own entrepreneurial journey—from saving his pool company during the recession by embracing innovative marketing tactics, to helping other organizations transition into strategic, indispensable partners for their clients. The discussion highlights the importance of moving beyond deliverables and embracing a coaching, strategy-first mindset to remain relevant and valuable.

Listeners will walk away with actionable strategies, including the critical role of self-service tools like pricing estimators and self-scheduling platforms, which empower clients and drive measurable results. Marcus and Drew also underscore the increasing necessity for agencies to become trusted AI guides, equipping clients with the skills and confidence to harness new technologies across all facets of their business. Practical tips on fostering a culture of strategic thinking, ongoing communication training, and prioritizing trust-building with clients make this episode a must-listen.

Whether you’re looking to future-proof your agency, deepen client relationships, or implement innovative self-service solutions, this episode is packed with both inspiration and step-by-step advice. Tune in to discover how you and your team can shift from order-takers to indispensable strategic partners—and build a foundation for stronger, more profitable client engagements in 2025 and beyond.

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:

• • The shift from deliverables to strategic coaching as a core agency value
  • Embracing AI as both a tool and a key area of expertise for clients
  • Prioritizing self-service tools and experiences to align with modern buyer behaviors
  • Developing agency teams to think and act like coaches, not just order takers
  • The critical role of ongoing communication training to reduce client churn
  • Using pricing transparency and estimators to drive qualified leads and fast wins
  • Building trust and indispensability to secure long-term client relationships

Welcome to another engaging episode of Build a Better Agency! This week, host Drew McLellan shines a spotlight on a topic that’s both enjoyable and essential to agency life—fun. Drew is joined by Dr. Mike Rucker, a behavioral psychologist and author of The Fun Habit, for a lively exploration into how prioritizing fun and joy can make you a better leader, a more creative thinker, and ultimately, help you build a stronger agency.

Mike delves into the science behind why Western culture tends to villainize fun in favor of productivity—and why that mindset is doing more harm than good. He unpacks concepts from positive psychology and reveals that constantly chasing happiness, or waiting for “someday” to enjoy yourself, can actually hinder well-being and lead to burnout. Instead, Mike explains the hedonic flexibility principle, which demonstrates that regularly scheduling small moments of joy leads to greater productivity, resilience, and creativity in both personal and professional realms.

Drew and Mike discuss practical ways to infuse everyday life with meaningful fun, rather than relying on the occasional big vacation or forced office events. They address the challenges agency owners face, from time poverty and remote work’s blurred boundaries to generational differences in attitudes toward work and leisure. Listeners will find actionable strategies for designing transition rituals, claiming genuine downtime, and fostering a culture where fun isn’t just tolerated—it’s championed.

Don’t miss this episode if you’re ready to break free from the grind and discover how making room for fun can transform your leadership, elevate your agency’s performance, and improve your own well-being. By the end, you’ll have practical tools to create more moments of joy for yourself and your team, and a whole new perspective on why fun is far from frivolous—it’s fundamental!

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:

• • The critical link between fun, productivity, and agency creativity
  • Why scheduling small, consistent moments of joy matters more than big events
  • Tips for reclaiming time autonomy as an agency leader
  • Understanding and applying the hedonic flexibility principle
  • Strategies for breaking the workaholic mindset and preventing burnout
  • The right—and wrong—ways to foster fun within agency teams
  • Rethinking work rituals for healthier boundaries in hybrid and remote environments

Welcome to a special solocast episode of Build a Better Agency! In this midyear trend report, hosts Drew McLellan and Danyel Newcom McLellan dig deep into the evolving landscape facing agency owners in 2025. Leveraging data, global industry perspectives, and hands-on agency experience, Drew and Danyel break down what’s really impacting agencies right now and what to keep your eye on as the year unfolds.

This episode covers the biggest drivers reshaping the agency world—from economic and political disruptions to shifting client and employee expectations. Drew and Danyel explore findings from the 2025 Edelman Trust Barometer, including the global “crisis of grievance,” and detail the unique opportunities and obligations business leaders face as the most trusted type of institution. They reveal how financial trends, M&A activity, and even compensation expectations are shifting, providing a realistic look at growth, profitability, and future planning.

You’ll also hear a candid analysis of client dynamics and new business trends: increased buyer skepticism and demand for transparency, shorter contract terms, and the rising importance of social proof and niche expertise in attracting and retaining accounts. Internally, the episode explores changing workforce norms, a renewed focus on employee development and mental health, and innovative staffing strategies to increase agility and resilience.

Rounding out the conversation, Drew and Danyel highlight where agencies are finding success—including the explosive impact of AI, new roles like creative technologists, the resurgence of retro campaigns, and the growing power of influencer and creator marketing. Whether you’re preparing your agency for exit, acquisition, or simply striving to thrive during uncertain times, this action-packed episode provides practical, actionable insights to help you build a stronger, more sustainable business. Don’t miss the chance to regroup, refocus, and get energized for what’s ahead!

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.

• Navigating economic and political uncertainty in agency operations
• Building and maintaining trust with clients and employees
• Shifting trends in agency growth, profitability, and M&A activity
• The rising importance of transparency and authenticity with clients
• Harnessing outside validation and social proof for new business
• Leveraging innovation, partnerships, and flexible team structures
• Embracing AI and data-driven insights as core agency strengths

Welcome to a timely episode of Build a Better Agency! This week, host Drew McLellan is joined by research partner Susan Baier from Audience Audit to unveil the results of the 2025 Agency Edge Research, fresh from its debut at the Build a Better Agency Summit. Together, they dig deep into how agency clients really feel about artificial intelligence—where they’re embracing it, where they’re hesitant, and what they truly want from their agency partners as AI becomes an ever-more central part of the marketing landscape.

Susan and Drew break down the study’s findings, revealing surprising good news for agencies: most clients are not only comfortable with agencies using AI, they actually want their agencies to be transparent and step up as guides and educators in the new AI-driven world. The episode introduces the three client mindsets the research uncovered—AI Embracers, AI Skeptics, and AI Opportunists—exploring what each group wants, fears, and expects when it comes to agency use of AI. Along the way, Susan shares eye-opening data that challenges common agency fears, like the myth that all clients want to replace agencies with tech or are solely focused on cost savings. .

Drew and Susan discuss practical, actionable opportunities for agency leaders to build trust, grow their strategic value, and tap into new revenue streams by leading client conversations about AI. They emphasize key client desires: greater transparency around AI use, expert guidance on tools and applications, and clear communication about regulations and risk. You’ll also hear why clients view agency guidance on AI as an entry point not just for marketing, but for broader organizational needs—a potential seat at the coveted strategy table.

Don’t miss this episode if you want to stay a step ahead in the evolving AI landscape. You’ll come away with not only a clear understanding of what your clients are thinking, but with actionable ways to strengthen your agency’s position, open new doors, and create deeper, more trusted partnerships in the age of AI.

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:

• • Exploring client attitudes toward agency use of AI
  • The critical roles of transparency and trust in agency-client relationships
  • Breaking down three client mindsets: AI embracers, skeptics, and opportunists
  • The growing expectation for agencies to be AI guides, not just service providers
  • Why most clients value better results—not just lower fees—from AI adoption
  • Addressing client concerns and opportunities through open AI conversations
  • Action steps for agencies to become indispensable AI partners

Welcome to another insightful episode of Build a Better Agency! This week, host Drew McLellan is joined by Matt Davies and Pieter-Paul von Weiler, the strategist duo behind the Better Briefs Project, to tackle one of the most persistent and frustrating challenges agencies face: the elusive art of creating a truly effective brief. If you’ve ever struggled with unclear objectives, misaligned expectations, or wasted rounds of creative development, this episode is packed with data-driven answers and practical solutions.

Drawing on global research from over 1,700 marketers and agency professionals across 70 countries, Matt and Pieter-Paul share eye-opening findings about the wide gap between what clients think they’re delivering in a brief and what agencies are actually receiving. They break down the staggering disconnect—like the fact that 78% of marketers believe their briefs offer clear strategic direction, while only 5% of agencies agree—and explore the ripple effect this misalignment has on wasted budgets, morale, and creative outcomes.

Drew leads a discussion on why so many briefs fall short, what really constitutes a great brief, and how both agencies and clients can step up to improve the process. You’ll hear actionable advice on teaching clients the value of a well-crafted brief, initiating honest conversations before a live project starts, and creating custom templates that actually work for both sides. Plus, Matt and Pieter-Paul draw on their extensive agency experience to explain the difference between client briefs and creative briefs, and how agencies can strategically refine incoming briefs for stronger creative results.

Whether you’re an agency owner, account executive, or creative lead, don’t miss this episode if you’re ready to reclaim lost time, reduce budget waste, and build stronger partnerships with your clients around the brief-writing process. By the end, you’ll feel equipped to have more candid, constructive conversations and ensure every campaign starts with clarity and purpose. Head over to betterbriefs.com for more resources and get ready to produce your agency’s best work yet!

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:

• • Understanding the disconnect between marketers and agencies when it comes to briefs
  • Why most briefs lack clear objectives, strategic direction, and alignment
  • The business impact of poor briefs—including wasted budgets and extra rework
  • How agencies can proactively educate clients and improve the briefing process
  • The difference between client marketing briefs and agency creative briefs
  • The importance of partnership and communication in crafting great ideas
  • Practical steps to help clients (and agencies) write better, more effective briefs

Welcome to another inspiring episode of Build a Better Agency! In this episode, host Drew McLellan sits down with high-performance coach and leadership expert Christina Langdon to explore what it truly means to scale your agency—not just in terms of size or revenue, but in mindset, vision, and team culture. Drawing on decades of leadership experience at organizations like Martha Stewart Living Omnimedia and Fast Company, Christina offers invaluable insights on unlocking growth and reimagining success for agency leaders and their teams.

Throughout their conversation, Drew and Christina unpack the dangers of operating on “default mode,” the pitfalls that keep agencies stuck in status quo thinking, and how our brains—wired for survival rather than success—can hold us back from imagining extraordinary futures. Christina introduces practical strategies for reflection and growth, including her signature daily practice: reviewing what worked, what didn’t, and what can be done differently. She explains how these habits, when shared individually and collectively, can spark new awareness and propel teams toward higher performance, deeper engagement, and lasting happiness at work.

The episode also delves into tactical frameworks for agency owners looking to elevate their leadership teams, assess existing capabilities, and foster cultures of intentional learning. Christina shares actionable tips on co-creating extraordinary goals, updating job descriptions to match evolving strengths, and using tools like user manuals to deepen collaboration and understanding within teams. You’ll also hear how to address common “dream killers,” manage stress by focusing on what’s within your control, and get buy-in for big, bold changes—even from those who might be resistant to new ways of thinking.

If you’re ready to move beyond incremental improvements and instead ignite genuine transformation within your agency, this episode is packed with real-world advice and motivational stories to get you started. Whether you want to grow in revenue, impact, retention, or simply reclaim your team’s enthusiasm, Christina and Drew provide a roadmap for dreaming bigger—together.

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.

• • Shifting agency leadership out of “default mode” and embracing intentional growth
  • Rewiring mindsets from survival to imagination for breakthrough results
  • Building daily reflection practices to improve agency and personal performance
  • Co-creating extraordinary futures as a leadership team rather than top-down planning
  • Leveraging vulnerability and user manuals to deepen team collaboration
  • Tackling chronic stress and letting go of low-impact work for better productivity
  • Rethinking job descriptions and success criteria to elevate leaders and teams

Welcome to a compelling new episode of Build a Better Agency! This week, host Drew McLellan is joined by familiar faces Susan Baier from Audience Audit and Brian Gerstner from White Label IQ to discuss the findings of the 2025 Agency Core research study. Together, Susan and Brian have launched Agency Core, a nonprofit initiative dedicated to providing agency owners with powerful, unbiased data about what’s really going on in the agency world—and the latest results are as sobering as they are enlightening.

Drew, Susan, and Brian unpack the study’s in-depth findings, based on responses from over 700 agency leaders. They explore the five distinct agency segments identified, analyzing which mindsets and practices set high-performing agencies apart from their peers. The discussion covers the recurring challenges hurting agency profitability and optimism, including the ongoing struggle with building a strong pipeline, the reality of staffing issues, and a noticeable decline in overall optimism among agency owners compared to previous years.

The trio digs into what’s driving these trends and why, despite all the talk around new technologies like AI, the most pressing problems for agencies remain much more fundamental. You’ll also hear their perspectives on the importance of specialized positioning, the power of thought leadership, formal client retention strategies, and maintaining a proactive approach to agency marketing—plus, the critical role of community and peer support in navigating tough times.

If you’re looking for actionable insights and a candid, data-driven roadmap to greater agency success, this episode is a must-listen. Tune in for practical strategies and encouragement on how to move from feeling stuck to thriving, even in a changing industry landscape. By the end, you’ll be equipped to make meaningful changes and inspired to take the next steps toward building a stronger, more resilient agency.

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:

• • The power of niche positioning and thought leadership for agency resilience
  • Why so many agency owners are struggling and the importance of moving from tactical to strategic work
  • Pipeline challenges as the top threat facing agencies today—far surpassing concerns about AI
  • How formal client retention systems and proactive strategic thinking fuel growth
  • The critical role of reputation: it’s what others say about you, not what you say about yourself
  • Team loyalty initiatives and their connection to agency performance and staff retention
  • Choosing your path: the necessity of specialization versus the struggles of being a generalist