Build A Better Agency Podcast

Welcome to another energizing solo episode of Build a Better Agency! This week, host Drew McLellan draws on his 25+ years of agency experience to deliver both a rallying cry and a clear-eyed reality check for independent agency owners: the chaos swirling around AI, consolidation, and economic uncertainty isn't the threat it appears to be — it's an invitation. For owners who are willing to evolve, this may be the best decade in history to run an independent agency. Diving deep into the macro forces reshaping the industry, Drew McLellan unpacks the five trends that every agency owner needs to understand right now — from the collapse of institutional trust landing squarely in your lap, to the cracks forming inside the big holding company networks, to the seismic shift in how clients find and hire agencies. He shares data from AMI's own 2026 Agency Edge Research alongside findings from the Edelman Trust Barometer, painting a compelling picture of why independent, niche, founder-led boutiques are uniquely positi

Welcome to another episode of Build a Better Agency! Host Drew McLellan sits down with Emily Thompson, marketing manager at CoSchedule, to unpack the just-released AI Impact 2026 research study. With 900 respondents spanning every industry, company size, and marketing level, this is one of the most comprehensive looks at how marketers are actually using AI today and what they plan to prioritize in the year ahead. Despite reporting declining ROI across every major channel in 2025, a striking 79% of marketers say AI positively impacted their performance, and yet only 3% consider themselves AI experts. Emily and Drew dig into what that gap means for agencies, why owned channels like organic search and email are taking the biggest hits, and why the oversaturation of AI-generated AI research content is actually one of the strongest arguments for what agencies do best. The data is full of contradictions that agencies are uniquely positioned to help clients untangle. From the surprising stat that 53% of marketers no

Welcome to another dynamic episode of Build a Better Agency! This week, host Drew McLellan welcomes longtime industry innovator John Hall to unpack the growth trends that will shape agencies in 2026 and beyond. Drawing from years of agency leadership, investment experience, and countless conversations with top entrepreneurs, John brings a bold perspective on where agency leaders should aim their focus if they want to stay ahead in a rapidly evolving marketplace.   Together, Drew and John tackle the hot topic of generative AI, demystifying its impact on agency visibility, lead generation, and the fundamental ways agencies can leverage automation for both their own business and their clients. John shares eye-opening examples, including what agencies can do right now to secure high-converting leads and why specificity is key to standing out in tools like ChatGPT and Gemini.   But the conversation doesn't stop at AI. Drew and John highlight why innovation must extend beyond technology, sharing stories of niche br

Welcome to the latest episode of Build a Better Agency! Host Drew McLellan is joined by the powerhouse team of Robin Boehler and Stephen Boehler from Mercer Island Group for an eye-opening discussion about their new book, "It's Not About You: Winning New Business in a Crowded Agency World." With decades spent guiding both agencies and clients through the agency selection process, Robin and Stephen bring unique insider perspectives to today's conversation—perspectives that just might change the way you approach your next pitch. Together, they unpack the central theme of their book: if you want to win more business, you need to shift the focus away from your agency and make everything—from your website to your presentations—about your client. Robin Boehler and Stephen Boehler share actionable strategies to help agency leaders stop making unforced errors and instead become meaningfully distinctive in the eyes of prospects. You'll hear about the importance of client-centric positioning, the dangers of blending in

Welcome to another insightful episode of Build a Better Agency! This week, host Drew McLellan is joined by talent acquisition expert Kat Duncan for a deep dive into the ever-evolving art and science of hiring in today's agency world. If attracting and retaining top talent has ever felt daunting, you're in the right place—Kat Duncan brings over two decades of recruiting experience and actionable advice for agency leaders looking to build standout teams. Together, Drew McLellan and Kat Duncan explore the common hiring pitfalls many agency owners face, from relying solely on resumes and "been there, done that" experience to underestimating the real costs of a bad hire. Kat Duncan sheds light on the critical distinctions between HR and talent acquisition, explains why every hire is a sales pitch (on both sides!), and shares insights into what makes recruitment so complex—and rewarding—for creative businesses. You'll hear practical strategies for systemizing your hiring process, establishing efficient feedback loo

Welcome to another insightful solo episode of Build a Better Agency! This week, host Drew McLellan draws on his 25+ years of agency experience to tackle a game-changing reality for agency owners: the ways buyers find, vet, and select agencies have shifted—and your approach needs to shift too. Based on the latest industry research and buyer behavior data, this episode serves as both a wake-up call and a practical roadmap, ensuring your agency is "future-proofed" for today's—and tomorrow's—client expectations.  Diving deep into what really happens before an RFP hits your inbox, Drew McLellan reveals that the majority of buying decisions are made before agencies ever take the stage for a pitch. He shares eye-opening statistics—like Forrester's finding that 92% of B2B buyers have a preferred vendor before the pitch even starts—and illustrates why visibility, authority, and trust are now your most important assets. Listeners will discover why authority-building and relationship nurturing trump old-school charm, an

Welcome to another episode of Build a Better Agency! This week, host Drew McLellan dives into the rapidly evolving landscape of AI and its game-changing implications for agency owners. Joining him is Julian Goldie, an innovative SEO agency owner and AI authority who has reimagined his business by harnessing the power of automation. Together, they demystify AI's practical applications, offering grounded advice for agencies eager not to fall behind in the age of automation.  In this insightful conversation, Julian Goldie recounts how the emergence of tools like ChatGPT prompted him to reinvent his agency from the inside out. He shares real-world examples of leveraging AI for operational efficiency—including automating repetitive outreach tasks, cutting costs, and scaling revenue without increasing headcount. You'll hear how identifying high-impact areas for automation can transform daily workflows and free up your team to focus on the strategies that matter most.  Drew McLellan and Julian Goldie discuss th

Welcome to another episode of Build a Better Agency! This week, host Drew McLellan sits down with agency owner and behavioral science expert Nancy Harhut to unlock the hidden forces behind human decision-making—and how they impact your agency's marketing success. Drawing on her years of experience and her deep dive into the psychology of persuasion, Nancy brings a fresh perspective on why people do what they do—and how marketers can ethically harness those instincts to drive action.  In this episode, Nancy breaks down the fundamentals of behavioral science, emphasizing the powerful shortcuts our brains take when making decisions. Together, Drew and Nancy explore concepts like autonomy bias, social proof, and left-digit pricing, providing practical strategies for agencies to leverage these psychological triggers in everything from copywriting to pricing models. Whether it's using testimonials the right way, framing choices to nudge conversions, or tapping into the subtle cues that build trust, Nancy's real-wor

Welcome to another insightful episode of Build a Better Agency! This week, host Drew McLellan is joined by returning guest Noel Andrews, the founder of JobRack, to explore a dynamic trend that's reshaping the way agencies build and cultivate their teams. Together, they dive into the growing movement of hiring full-time international team members from regions like Eastern Europe and South Africa—and the significant impact this is having on agency culture, client results, and operational efficiency. Noel Andrews lends his expertise as an offshore hiring specialist, clarifying common misconceptions about international talent and revealing why more agencies are opting for highly skilled, long-term team members abroad instead of just local hires or gig-based freelancers. He shares firsthand accounts from agency leaders who have been pleasantly surprised by both the technical expertise and the positive, collaborative attitudes these global professionals bring to the table. The discussion expands into how internatio

Welcome to another impactful episode of Build a Better Agency! This week, host Drew McLellan sits down with AI strategist and data tinkerer Cade Dannels to demystify the true potential of artificial intelligence for agencies. If you're tired of hearing the same surface-level conversations about AI writing blog posts, buckle up—this conversation digs deeper. Drew McLellan and Cade Dannels break down how agencies can move beyond basic content generation and leverage AI for operational excellence, lead generation, and creating scalable efficiencies that truly impact the bottom line. Cade Dannels shares his journey from automation enthusiast to agency consultant and reveals the untapped goldmine lurking in most agencies: mountains of unstructured data, from transcripts to emails to proposals. You'll learn practical strategies for onboarding AI as you would a new employee, structuring your agency's unique frameworks into these systems, and using time-tracking to identify tasks ready for automation. The episode als

Welcome to a powerful solo episode of Build a Better Agency! In this installment, host Drew McLellan takes a deep dive into one of the most urgent and consequential topics facing agencies today: the vital importance of ongoing professional development. Drawing from decades of experience and the latest industry data, Drew McLellan lays out a compelling case for why investing in your team's growth is no longer a "nice to have"—it's a must-have for agency survival in the coming years. Throughout the episode, Drew McLellan connects the dots between employee retention, profitability, and developing future-ready skills, emphasizing how the talent landscape is shifting faster than ever before. With alarming stats showing that over 90% of employees would stay longer with employers who invest in their career development, he argues that the biggest threat to agencies isn't just AI or industry consolidation—it's failing to keep your people learning, engaged, and prepared for new demands. Listeners will walk away with co

Welcome to the latest episode of Build a Better Agency! Host Drew McLellan is joined by talent strategy expert John Arnold to tackle one of the most critical and timely challenges facing agency owners today: hiring, retaining, and managing the right people in the ever-evolving agency landscape. As AI and technology shift agency workflows, Drew McLellan sets the stage for a refreshing conversation about why the human element is more important now than ever. John Arnold, co-owner of Celerity—a firm that was itself born from agency roots—brings decades of experience in staffing, executive search, and talent advising. Together, they explore the seismic changes agencies have faced in team structure, from the rise of remote work and fractional contracts to the increasing responsibility placed on each team member. John Arnold shares actionable strategies for navigating this new reality, including how tools like Predictive Index and other personality assessments are transforming agency hiring decisions. You'll learn

Welcome to another insightful episode of Build a Better Agency! This week, host Drew McLellan is joined by legendary cartoonist and marketer Tom Fishburne, best known for his "Marketoonist" series that has humorously and astutely captured the nuances of agency life for over two decades. If you've ever laughed (or cringed) at a cartoon that perfectly depicts a creative brief gone wrong or the infamous "shiny object syndrome" in marketing, there's a good chance it was one of Tom's. In this fast-paced conversation, Drew McLellan and Tom Fishburne explore the enduring themes and challenges of agency culture, creativity, and client relationships, using Tom's cartoons as a lens for the ever-evolving world of marketing. Tom shares how his unique background on both the agency and client sides has shaped his perspective and provided endless inspiration. He opens up about his creative process, how stepping back for "analog thinking" allows him to push past predictable ideas, and why intentional humor can break down bar

Welcome to another compelling episode of Build a Better Agency! This week, host Drew McLellan sits down with special guest Brett Farmiloe, a former agency owner turned SaaS entrepreneur, to unpack the evolving world of PR and media in the age of AI. Together, they dive into the complexities and opportunities that the rapid adoption of AI presents for agencies, especially those aiming to maintain authentic, high-value relationships with journalists and media outlets. In this insightful conversation, Brett Farmiloe shares the unique vantage point gained from his time building and selling a marketing agency, now channeled into his role as the founder and CEO of Featured.com and the current owner of the iconic HARO (Help a Reporter Out) platform. He reveals how both tools are being reimagined to adapt to today's media demands—where automation intersects with the irreplaceable value of human expertise. Agencies will gain an inside look at how AI is reshaping the process of matching experts with media opportunities

Welcome to another insightful episode of Build a Better Agency! This week, host Drew McLellan tackles the critical—yet often underestimated—legal side of agency mergers and acquisitions. Joined by agency law specialist Sharon Toerek, Drew explores all the ways agencies can better prepare for buying or selling a business and avoid the legal pitfalls that can delay deals, drive up costs, or even kill transactions entirely. Sharon Toerek shares from her first-hand experience helping agencies on both the buy and sell side, breaking down the foundational legal elements every agency owner needs—whether or not they plan to sell someday. Together, they dig into everything from the importance of robust client and employee contracts, to protecting intellectual property, to the necessity of having proper corporate governance documents in place. Sharon explains how missing or incomplete contracts can erode agency valuations, scare buyers, and create costly last-minute headaches. The conversation also covers the nuances o

Welcome to a brand new year and a brand new episode of Build a Better Agency! In this special solo cast, host Drew McLellan kicks off 2026 with a focused, actionable discussion on preparing agency owners and leaders for what promises to be a pivotal year. Drawing from his decades of experience and deep involvement with agencies across the globe, Drew McLellan lays out five essential resolutions that serve as a roadmap for agency growth, stability, and profitability—no matter your agency's discipline. This episode is packed with practical advice for implementing intentional changes, starting with the importance of carving out deep work time and ensuring that new business development remains a weekly priority. Drew McLellan details how to practically block out time on your calendar for strategic thinking and outreach, and why these habits are especially critical as the market shifts. He also provides a step-by-step formula for running monthly all-agency meetings that build transparency, celebrate wins, and fost

Welcome to another thought-provoking episode of Build a Better Agency! In this episode, host Drew McLellan welcomes Greg Star, founder of Driven Branding and former CEO of Carvertize, to explore how agency leaders can leverage LinkedIn to build stronger, more authentic personal brands. If you've ever wondered why your company's LinkedIn page isn't gaining traction or how you can make your own profile stand out in a sea of sameness, this conversation is packed with fresh perspectives and actionable strategies. Drew McLellan and Greg Star dig deep into the "why" behind personal branding, revealing why executives and business owners should take the reins of their LinkedIn presence—rather than delegating to teams or relying on generic company posts. From sharing compelling origin stories to posting weekly updates and engaging thoughtfully with comments, Greg Star outlines what kind of content builds trust, authenticity, and ultimately, business opportunities. They discuss how true engagement emerges when you blen

Welcome to another can't-miss episode of Build a Better Agency! This week, host Drew McLellan explores a rapidly evolving strategy that has the potential to shake up the way agencies attract leads and position themselves as go-to experts. Joining Drew McLellan is returning guest Tom Schwab of Interview Valet, who brings groundbreaking insights on how artificial intelligence (AI) tools are influencing audience discovery and client acquisition. In this episode, Tom Schwab pulls back the curtain on how his team has leveraged AI tools like ChatGPT, Claude, and Perplexity to turn them into top referral sources for his business and their clients. He explains the shift he's seen in lead quality, why AI-driven traffic outperforms traditional SEO, and how podcasts—especially guest appearances on third-party platforms—are being indexed as trusted resources by these bots. If you've ever wondered how to ensure your agency shows up as a credible source when prospects turn to AI for recommendations, you'll find tons of app

Welcome to another thought-provoking episode of Build a Better Agency! This week, host Drew McLellan welcomes brand strategist and agency veteran Ulli Appelbaum to dive deep into the science of brand associations—a topic that's often referenced but rarely explored with the rigor it deserves. If you've ever struggled to quantify the value of your agency's or your client's brand, this episode will provide you with the data-backed frameworks and practical wisdom you've been searching for. Drawing on decades of experience across leading global agencies and his own consultancy, Ulli Appelbaum shares key insights from his new book, "The Science of Brand Associations: When Minds Win Markets." Together, he and Drew McLellan break down what brand associations really are, why they matter for long-term growth, and how emotional resonance and consistency are critical in embedding brands into consumer memory. Whether you're building brands for clients or shaping the reputation of your own agency, Ulli Appelbaum's science-

Welcome to another engaging episode of Build a Better Agency! This week, host Drew McLellan turns the spotlight inward to tackle a challenge many agency owners face but rarely confront: the chaos we unintentionally create within our own shops. Joined by productivity expert and business coach Amber De La Garza, this episode dives deep into the subtle ways agency leaders can become the source of their business's dysfunction—and, most importantly, how they can flip the script to become the calming force their teams need. Amber De La Garza brings years of hands-on coaching across diverse service industries, helping business owners recognize how their habits, decisions, and leadership styles ripple throughout their organizations. Together, she and Drew McLellan explore common pitfalls like inconsistent follow-through, the lure of firefighting, and the temptation to solve every problem yourself. They shed light on how these behaviors not only breed chaos but also undermine team empowerment and erode trust. Througho