Build a Better Agency Podcast

Hosted by Drew McLellan

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569

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Aug 2026

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Scale and grow your agency with better clients, invested employees, and a stronger bottom line, with Drew McLellan.

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August 23, 20261 hr 4 min

Episode 568 Leading with Creativity and Bravery with Todd Henry

Welcome to another inspiring episode of Build a Better Agency! This week, host Drew McLellan welcomes creativity expert and acclaimed author Todd Henry for a deep dive into the world of creative leadership and navigating the pressures of producing excellent work on demand. Together, they unpack what it means to be a creative professional in agencies today—where creativity isn't just a job title, but a way of approaching problem-solving at every level, from design to client service to strategy. Todd Henry brings his wealth of knowledge, sharing how his journey from music to creative direction led him to discover the foundational disciplines behind sustainable and joyful creative work. They explore why it's essential to develop personal practices, not just to avoid burnout, but to consistently deliver compelling, innovative results—even in high-pressure, deadline-driven environments. If you've ever felt the exhaustion of "being creative on demand" or wondered how to keep your team inspired, you'll find Todd's five-part "FRESH" framework for creative rhythm both practical and energizing. Listen in as Drew and Todd discuss the importance of balancing stability and challenge as leaders, fostering healthy team cultures, and deliberately creating space for "unnecessary creation"—the projects and hobbies that stoke your creative fire outside of client demands. They also tackle the timely topic of AI, examining how agencies can leverage new technologies without losing the vital human touch that drives taste, discernment, and authentic connection in the work. Whether you're an agency owner, team leader, or emerging creative, this episode is packed with actionable insights to help you foster braver, more authentic creativity in yourself and your team. By the end, you'll be inspired to bring more "verve" to your work, champion a culture of curiosity and courage, and ensure your agency's creative edge remains sharp in a rapidly changing industry. 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: Embracing creativity as problem-solving for all agency roles Building sustainable creative practices beyond daily project work The power of intentional input and diverse inspiration sources Balancing stability and challenge when leading creative teams Making bravery a habit: maintaining integrity under pressure Using AI as a tool to augment, not replace, human creativity The importance of unnecessary creating to fuel joy and growth

August 16, 20261 hr 0 min

Episode 567 AI Commercialization Strategies for Agencies with Shawn Yeager

Welcome to another insightful episode of Build a Better Agency! This week, host Drew McLellan welcomes Shawn Yeager, founder of Upshift, for a candid conversation about the seismic shifts AI is creating in the agency world. Together, they go beyond the hype and headlines, examining how agencies can genuinely commercialize AI—not just adopt new tools, but strategically redesign what they sell and how they deliver unique value in an AI-enabled marketplace. In this episode, Shawn Yeager draws on more than 30 years at the intersection of technology and business, sharing a roadmap for agency leaders. He explains the three traps many agencies fall into when adopting new technology—becoming more efficient but less profitable, becoming educated without application, and buying into platforms without changing go-to-market strategy. Drew McLellan and Shawn Yeager also break down the difference between operational AI (streamlining internal processes) and commercial AI (transforming what you offer clients), and why the latter is critical for agency growth and survival. Listeners will discover practical frameworks to evaluate service offerings, price on outcomes (even when clients aren't sure how to measure them), and proactively use AI to become indispensable advisors—not just vendors. Shawn Yeager discusses the blend of efficiency and artistry required in the modern agency, how to avoid the risks of commoditization, and why focusing on judgment, relationships, and the "decision sandwich" will separate thriving agencies from those left behind. If you're looking for actionable steps to future-proof your agency, navigate staffing shifts, or reimagine your client relationships in light of AI's rapid evolution, you won't want to miss this episode. By the end, you'll have new strategies and a fresh mindset for turning the AI revolution into your agency's greatest opportunity. 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: Moving beyond efficiency to true AI-driven business transformation Rethinking agency offerings for an AI-enabled marketplace Shifting from billable hours to outcome-based pricing models Harnessing judgment and expertise as differentiators alongside AI tools Blending scalable, repeatable processes with bespoke, high-touch service Preparing agency staffing models for a shrinking entry-level workforce Proactively evolving client value propositions to stay ahead of commoditization

August 9, 20261 hr 6 min

Episode 566 Agency Success Lies in Embracing Discomfort with Anthony Reeves

Welcome to another insightful episode of Build a Better Agency! This week, host Drew McLellan is joined by Anthony Reeves, Vice President of Global Brand and Creative at Kohler and former Amazon internal agency leader, to explore the vital—but often neglected—topic of embracing discomfort and making tough decisions as an agency leader. Drawing on lessons from his book, "Eat the Donkey: Why Great Companies Embrace Discomfort," Anthony Reeves reveals how formative experiences in the Australian Outback shaped his philosophy on leadership and organizational resilience. Together, Drew McLellan and Anthony Reeves dig into the importance of organizational foundations, management principles, and company characteristics, offering a fresh perspective on why these matter more than the traditional mission, vision, and values statements. Anthony Reeves explains how agencies can distinguish themselves by being exceptional at one core thing, and how principles should function as decision-making tools at every level of the company, especially when leaders aren't in the room. You'll also hear guidance on how agencies can strike a balance between being in an "explorer" mode versus a "static" mode, especially in today's rapidly evolving marketplace where AI and remote work are upending old ways of doing business. The discussion goes beyond theory, with practical advice on making, communicating, and living with hard decisions, plus candid reflections on creating a sense of belonging and protecting one's personal and professional foundation. Whether you're wrestling with your agency's direction, building a culture of accountability, or looking for inspiration to navigate change, this episode is packed with wisdom and actionable strategies. By the end, you'll be ready to rethink not just how your agency operates, but how you lead and the legacy you want to create. 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: Embracing discomfort as a catalyst for agency growth Defining clear foundations, principles, and characteristics for your agency The value of making hard decisions rooted in your agency's core foundation Why agencies should focus on being exceptional at one thing rather than doing everything Translating principles into daily behaviors and decision-making at every level Balancing exploration and optimization to stay relevant and innovative Reinvigorating culture, connection, and mentorship in a remote or hybrid workplace

August 2, 20261 hr 30 min

Episode 565 The Six Leadership Domains Every Agency Needs with Drew McLellan

Welcome to an especially impactful episode of Build a Better Agency! This week, host Drew McLellan takes you on a deep dive into the true nature of leadership inside agencies beyond the usual skills and techniques. Drawing from months of research and two decades of real-world experience, Drew outlines the essential leadership domains every agency owner and team member needs to master for a thriving, resilient business. Drew breaks down a practical framework of six key leadership domains, plus a vital seventh that ties them all together. These concepts shine a light on the often invisible factors holding leaders and organizations back. He reveals how mindset, team relationships, operational systems, and authentic self-awareness drive culture, retention, and profit far more than any single technical skill. Through candid examples and clear behaviors, he explains why promoting high performers into leadership roles without a game plan is a common and costly mistake for agencies of all sizes. Listeners will walk away with actionable advice for assessing their own gaps, building stronger leadership teams, and fostering accountability at every level. Drew offers concrete steps to cultivate self-awareness, hold tough but necessary conversations, and balance psychological safety with high standards—arming you with the tools to create a growth-driven, high-performing agency culture. If you're ready to confront your agency's leadership dynamics head-on, this episode is a must-listen. Drew challenges owners and leaders alike to lead with love, invest in their teams, and model vulnerability—all with the goal of building agencies that are not just profitable, but truly great places to work. By the end, you'll have a clear roadmap for elevating your leadership and enabling those around you to do the same. 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 six critical domains of agency leadership development Why self-awareness and growth mindset unlock every other skill Building psychological safety and accountability for real team retention Bridging the gap on commercial thinking and agency economics Operational rigor—why systems and processes are non-negotiable The role of proactive, candid communication—internally and with clients Embracing adaptability, experimentation, and learning agility in an era of change

July 26, 202654 min

Episode 564 Why Customer Experience Beats Customer Service with Jeannie Walters

Welcome to another inspiring episode of Build a Better Agency! In this episode, Jeannie Walters breaks down the real distinction between customer experience and customer service, and why treating them as the same thing keeps agencies from measuring what actually drives retention and referrals. You'll learn how a concise CX mission statement becomes the judgment call every employee uses when things get messy, and why vague goals like "be the friendliest" never translate into real behavior change. If you've ever wondered why some brands earn fierce loyalty while others just get by, Walters explains the frameworks that separate the two. Walters and Drew dig into the CX Strategic Success Blueprint and the CX Charter, two tools for turning customer experience from a poster on the wall into a cross-functional discipline with real accountability. They also unpack the difference between manufactured "wow" moments and genuinely reducing friction, using real examples from a utility company, a car dealership, and the pet brand Chewy to show what actually earns trust. Whether you're trying to sharpen your own agency's client experience or help your clients think differently about theirs, this episode gives you a practical starting point. Tune in to learn how to turn customer experience into a real business strategy instead of just a nice sentiment! 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: Learn the exact difference between customer experience and customer service, and why the distinction changes how agencies plan Discover why a concise CX mission statement matters more than a lengthy list of values nobody remembers Understand how to build a CX Strategic Success Blueprint that ties customer experience directly to revenue and expense goals Learn how a CX Charter creates cross functional accountability so customer experience isn't treated as "a marketing thing" Discover why reducing friction matters more than manufactured "wow" moments, and how to tell the difference Learn how customer journey mapping uncovers friction points your team can't see from inside the org chart Understand why agencies should weave customer experience into marketing and sales conversations, not just delivery Learn the two changes Walters recommends every agency make to their own client experience in the next 90 days Discover why tone matters as much as content in contracts, invoices, and other easy-to-overlook client touchpoints

July 19, 202654 min

Episode 563 Preventing Burnout in High Performing Agency Teams with Rita Ainsworth

Welcome to another can't-miss episode of Build a Better Agency! Drew McLellan is joined by Rita Ainsworth, a media buyer turned nervous system coach who works with agency people and performance marketers to help them recognize and reverse the slide toward burnout prevention before it costs them their health or their team. In this episode, Ainsworth breaks down why performance doesn't actually drop during high stress, it only craters once you cross into true burnout, and why that makes burnout so easy to miss until it's severe. You'll learn the subtle early warning signs your body sends long before things get loud, from difficulty switching off after work to a creeping sense of irritability and disengagement. If you've ever wondered why your smartest, hardest working team members seem to run themselves into the ground, this conversation explains the nervous system science behind it. Ainsworth and Drew dig into why high performers often don't feel safe when they slow down, and how that belief gets wired in long before anyone ever takes a client call. They cover practical, in-the-moment tools like orienting, breathwork, and a simple eye pressure technique that can shift your nervous system state in under a minute, plus the supplements that help replenish what chronic stress depletes. Whether you're an agency owner quietly running on fumes, a leader trying to build a healthier culture for your team, or someone who just wants to perform at a high level without burning out doing it, this episode gives you real, usable tools. Tune in and start paying attention to what state you're actually in. 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: Why performance doesn't drop during normal stress, and why that makes burnout so easy to miss until it's already severe The early warning signs your nervous system sends before you hit full burnout, from irritability to disengagement to trouble sleeping Why high performers often don't feel safe when they slow down, and where that pattern actually gets wired in How to reconcile wanting to be generous and available for clients with protecting yourself from burnout A simple orienting exercise you can use at your desk to shift out of a stress response in seconds How breathing with a longer exhale calms your nervous system, and how to use it during a stressful call A one-minute eye pressure technique (the "eye support" exercise) that can feel like a micro nap = Which supplements help replenish what chronic stress depletes from the body How to build a team culture that treats rest as a performance tool instead of a weakness

July 12, 20261 hr 0 min

Episode 562 Burn the Old Playbook and Find Your Agency Tilt with Joe Pulizzi

Get ready for an eye-opening episode of Build a Better Agency! This week, Drew McLellan is joined by the always generous and sharp Joe Pulizzi, author of "Burn the Playbook" and a longtime leader in the content marketing world. Together, they dig into some big questions facing agencies today: Why does the old way of doing things feel stale? How do you keep showing up—and standing out—when everything around you is changing at warp speed? You'll hear Joe Pulizzi make a compelling case for "leaning into your weirdness"—that special mix of obsession, expertise, and audience that sets your agency apart. He shares why going broad just doesn't cut it anymore and how being someone's favorite—even in a narrow niche—beats trying to be liked by everyone. Drew McLellan and Joe swap ideas for digging deep into your agency's true mission, trusting your team to help tell your story, and making sure your marketing is as good as what you create for clients (yes, really!). They dive into honest conversations about what's working, what's not, and how trust has become the secret sauce to building real, lasting relationships—especially in an AI-saturated, hyper-competitive moment. Joe also gets real about how to build your "board of life," the handful of people who support you, challenge you, and help keep you grounded as a leader. If you're feeling the itch to shake things up—or just want some candid advice for making your agency more meaningful and resilient—this episode's for you. Walk away with a bunch of practical tips to rethink how you talk about what you do, rally your team, and create the kind of agency clients and employees can't help but trust. 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: Understand why the traditional content marketing model is breaking down under AI pressure and what agencies need to replace it with Discover how to find your agency's content tilt, the recombination of existing expertise, passion, and audience that makes you unmistakably different Learn why being a generalist is increasingly dangerous and what becoming somebody's absolute favorite actually means for agency findability and growth Find out why transparency and human vulnerability in your content build more durable trust than any feature list or capabilities deck ever could Understand why you should never try to build a community and what you should focus on doing instead Learn how to strategically assemble a board of life around you, including mentors, peers, and champions, with real intention and regular accountability Discover the less is more audit that helps agency owners eliminate scattered marketing efforts and double down on what actually moves the needle Learn why your individual employees, not your agency brand, may be your most powerful and most underleveraged marketing asset Get a practical starting framework for clarifying your agency's mission, cutting energy drains, and empowering your team to communicate with authority

July 5, 202648 min

Episode 561 Email Outreach that Works with Laura Lopuch

Welcome to another can't-miss episode of Build a Better Agency! Drew McLellan sits down with Laura Lopuch, client and partner acquisition expert and creator of the WARM cold email methodology, to challenge everything you think you know about cold email outreach. If cold email is something you have written off as spammy, pushy, or simply ineffective, Lopuch has a fundamentally different approach that has already helped over 2,000 agency owners and solo service providers land high-value clients without feeling gross about it. In this episode, Laura walks through the four-part WARM framework, welcoming, addressing what's in it for the recipient, revealing yourself as the solution, and moving the conversation forward, showing exactly how to build a cold email that reads like a real human wrote it for one specific person. You'll learn why making 75 to 80 percent of your email about the recipient is the core principle that separates cold emails that get forwarded from ones that get deleted. If you've ever wondered how to reach a prospect who has never heard of your agency and actually get a reply, Lopuch's cold email system delivers a clear and repeatable answer. Laura and Drew dig into the tactical details that make this work in practice, from research strategies that uncover the right hook for each prospect, to subject line construction built around open loops and curiosity, to the follow-up sequence that most agency owners skip entirely. They also explore how to identify a prospect's driving motivator, the deeper goal that makes them willing to say yes before they have even finished reading your email. Whether you're an agency owner who has never tried cold email, someone who has tried it and given up after a round of silence, or a veteran looking to systematize new business outreach, this episode will reshape the way you think about reaching out to prospects. Tune in and discover why the right cold email does not feel cold at all. 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: Discover the four-part WARM framework and how each element works together to create a cold email that earns real replies Learn why making 75 to 80 percent of your email about the recipient, not yourself, is the single biggest shift that changes your results Understand how to identify a prospect's driving motivator and tie your pitch to an existing goal they are already pursuing Learn the research tactics that let you write personalized, relevant emails without spending hours hunting for details Find out why "are you interested?" is the most effective call to action for high-ticket agency services Discover the subject line approach that generates curiosity and open loops instead of getting ignored Learn how many follow-ups to send, when to send them, and what to say to keep the conversation alive Understand how to turn cold email into a predictable client acquisition system with clear inputs and consistent outputs Get the open rate and reply rate benchmarks you should be hitting when the WARM method is working correctly

June 28, 20261 hr 26 min

Episode 560 Five Agency Trends You Cannot Afford to Ignore with Drew McLellan

Welcome to another can't-miss episode of Build a Better Agency! This week, host Drew McLellan ditches the guest chair and goes solo to unpack the agency trends his team has been tracking for months, the trust shifts, the AI shake ups, and the consolidation chaos that are about to reshape how small and mid sized agencies compete over the next twelve to eighteen months. In this episode, Drew digs into why trust has become the most valuable and most personal currency an agency owns, and why businesses, not governments or media, are now the most trusted institution on the planet. You'll learn why the giant holding company mergers happening right now are quietly creating a massive opening for privately held independent agencies, and why CMOs at consolidated firms are desperate for more attention and craft. From there, Drew turns to the AI divide that is separating strategic agencies from production vendors, sharing real numbers on content time savings, pricing models, and why clients want smarter work, not cheaper work. He also covers why your team is staying put but quietly burning out, how account managers need to evolve into strategic advisors, and why agency trends in lead generation show more buyers finding agencies through search and AI than ever before. Whether you're trying to decide if it's finally time to commit to a niche, rethinking your pricing model, or just trying to figure out how to keep your best people from quietly checking out, this episode hands you a clear, practical playbook for the year ahead. Don't miss this one, grab a notebook and tune in. 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: Discover why trust has become the most valuable, most personal currency your agency can offer clients and employees alike Learn why massive holding company mergers are creating a rare opportunity for privately held independent agencies Understand the real divide AI is creating between strategic agencies and production vendors, and which side pays better Get the specific data on how AI is cutting content production time and why hourly pricing now works against you Find out why your team is staying longer but feeling more burned out, and what they actually expect from you in return Learn why account managers need to evolve into strategic advisors or risk becoming the most replaceable role in the agency Discover how specialized, niched agencies are reporting profit margins 10 to 20 points higher than generalists See the data on how prospects are finding agencies now, including the surge in AI and web search over referrals Get a practical, step-by-step playbook for positioning your agency as a strategic partner instead of a vendor

June 21, 202650 min

Episode 559 Essential Project Management Skills for Agencies with Danielle McCier

Welcome to another insightful episode of Build a Better Agency! This week, host Drew McLellan is joined by seasoned project management expert Danielle McCier to shine a spotlight on one of the most critical—and sometimes underestimated—roles in any agency: project management. Together, they unpack how powerful project management isn't just about checking boxes, but about leading with clarity, protecting your agency's profit, and creating alignment across chaotic workflows. Danielle McCier shares her unique journey from the music industry to advertising operations, offering firsthand wisdom on how project management elevates agencies beyond glorified administration. She describes the evolution of her own role, distinguishing the difference between being a task-oriented admin and a proactive leader who wrangles multiple teams, deliverables, and shifting client requests. Listeners will come away with a deeper understanding of why clear communication, defined asks, and structured processes form the backbone of any successful project—and, by extension, the agency itself. This episode delves into actionable strategies for building trust internally, facilitating tough conversations, and managing expectations across creatives, account teams, and clients. Danielle McCier and Drew McLellan also discuss common pitfalls like assumption-driven burnout, the importance of sources of truth in organizing project details, and how systems don't stifle creativity—they enable it. If you've ever wondered when it's time to add a project manager to your team, how to hire for the right blend of hard and soft skills, or how to truly empower your agency's engine room, this episode is packed with hard-won advice. Get ready to walk away with a renewed appreciation for project management as the unsung hero of agency growth, culture, and sustainability. 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 evolving role of project management as a core agency function, not just an administrative task How detailed communication and clear processes drive better client and internal outcomes The critical importance of aligning expectations at every project stage Building trust through personalized relationships and consistent, candid conversations The project manager's influence in establishing and maintaining effective agency systems Recognizing and addressing burnout by clarifying roles, responsibilities, and workload Why great project managers embody leadership, emotional intelligence, and agency protection