Build a Better Agency Podcast

Hosted by Drew McLellan

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560

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Jun 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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June 14, 20261 hr 0 min

Episode 558 What Agencies Need to Know About AI-Driven Global Recruitment with Noel Andrews

Welcome to another can't-miss episode of Build a Better Agency! Drew McLellan hosts Noel Andrews, founder and CEO of Job Rack, for a deep dive into how AI recruitment is revolutionizing the hiring landscape. Andrews shares eye-opening insights about the dramatic changes agencies face when building teams in today's AI-powered world. In this episode, you'll discover how Andrews and his team are adapting their vetting processes as AI tools make traditional recruitment methods obsolete. You'll learn about the shocking reality that resumes are now largely AI-optimized, making them nearly useless for evaluation. If you've ever wondered how to identify genuine talent when candidates can use AI to generate perfect interview responses in real-time, Andrews reveals the specific questioning techniques and AI recruitment strategies that separate authentic candidates from those hiding behind technology. Andrews and Drew explore advanced tactics for evaluating AI fluency in candidates, including the critical importance of assessing judgment over technical skills. They discuss practical frameworks for writing outcome-focused job descriptions, conducting screen-sharing interviews, and probing deeper into candidates' real experiences to bypass AI-generated responses. Whether you're hiring your first international team member, expanding your leadership team, or simply trying to navigate the complexities of modern recruitment, this episode delivers actionable strategies for success. Tune in to master the art of hiring exceptional talent in an AI-driven world! 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 traditional resumes are now largely useless due to AI optimization and how to adapt your evaluation process Learn specific interview techniques to identify when candidates are using real-time AI assistance during conversations Master the art of outcome-based job descriptions that attract genuine talent while deterring AI-generated applications Understand how to evaluate AI fluency in candidates without being an AI expert yourself Explore advanced questioning strategies that bypass AI tools and reveal authentic candidate experiences Gain insights into hiring international talent for senior-level positions including directors and department heads Learn practical methods like screen-sharing interviews and the three-finger test to verify candidate authenticity Understand why focusing on judgment and decision-making processes matters more than technical outputs in AI recruitment

June 7, 202650 min

Episode 557 Agency Operations and Process Optimization with Trevor Foley

Welcome to another episode of Build a Better Agency! This week, host Drew McLellan is joined by operations expert Trevor Foley for a deep dive into the nuts and bolts of agency operations—where profit is made or lost. With decades of experience across agency and client-side roles, Trevor Foley brings a practical, battle-tested perspective on how agencies can tighten processes, reduce chaos, and build more resilient businesses. Together, Drew McLellan and Trevor Foley unpack why project managers and producers are the agency's unsung heroes—and biggest missed opportunity when stripped of real authority. They discuss how clarity around roles and a return to a disciplined project management structure can swiftly eliminate internal confusion, empower teams, and boost profitability. You'll hear real-world examples of how this shift allowed organizations to streamline communication, reduce revisions, and keep client relationships strong. The conversation doesn't shy away from modern challenges, either. The duo addresses the proliferation of communication channels—a blessing and a curse—and offers actionable advice on consolidating tools and reclaiming a single source of truth within your agency. They also explore the evolving role of AI in agency life, not as a replacement for jobs, but as a means to optimize and automate tedious or repetitive tasks to let human talent flourish in strategic and creative roles. If you're ready to cut through operational noise, empower your team, and reclaim your agency's profitability, this episode will leave you with practical strategies you can implement right away. From better briefs to smarter AI use and truly collaborative—not chaotic—workflows, you'll walk away with a playbook for building an agency that's efficient, effective, and ready for whatever comes next. 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 project managers should be treated as the center spoke of operations, not traffic cops How to eliminate the communication chaos created by multiple platforms and channels The hidden costs of collaboration overload and how to streamline decision-making processes Why giving project managers real authority can immediately improve workflow efficiency How to audit your current operations to identify where time and money are bleeding The difference between collaboration and compromise in agency workflows Why AI amplifies existing processes rather than replacing roles in agency operations How to establish clear lanes of communication that scale with your team The operational frameworks that helped agencies like Lexus maintain premium standards

May 31, 202653 min

Episode 556 Key Insights from the 2026 Agency Edge Study with Susan Baier

Welcome to another insightful episode of Build a Better Agency! This time, host Drew McLellan teams up once again with research partner Susan Baier from Audience Audit to unpack the findings from the highly anticipated 2026 Agency EDGE study. Together, they examine how AI is impacting agencies and, more importantly, the shifting expectations and priorities of agency clients in this rapidly changing landscape. Drew and Susan discuss how clients' attitudes toward AI have evolved dramatically over the past year. Gone are the days of uncertainty and secrecy—now, clients expect agencies to be transparent about their use of AI and, even more significantly, to serve as strategic guides and governance partners in the age of automation. The conversation explores three core client segments that have emerged: strategic stewards prioritizing brand protection, adaptive accelerators seeking innovation at speed, and performance pragmatists laser-focused on measurable outcomes. You'll hear why differentiation is more important than ever for agencies, especially as client expectations for sophisticated strategy, proactive guidance, and data-driven decision-making continue to rise. The hosts also highlight new business opportunities for agencies willing to lead on AI adoption, particularly in providing governance and integrating technology across the buyer's journey. If you want to understand what clients truly value today—and how your agency can step up to claim a central, irreplaceable role—this episode is essential listening. Packed with actionable insights, it's a must for any agency leader eager to thrive in the AI era 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: Discover the three distinct client segments that define agency value in the AI era Learn why strategic leadership has become the top priority for agency clients Understand how AI has shifted from experimental to table stakes in just 365 days Master the art of challenging clients while maintaining strong relationships Develop frameworks for positioning your agency within specific value propositions Transform your account management approach from order-taking to strategic consultation Create differentiation strategies that separate you from generalist competitors Build client relationships that leverage AI while emphasizing human insight Implement governance strategies that protect brands while embracing innovation

May 24, 20261 hr 3 min

Episode 555 The Mindset Shift Every Agency Leader Must Make with Drew McLellan

Welcome to a pivotal solo episode of Build a Better Agency! This week, host Drew McLellan takes listeners on an honest and insightful journey through the real work of agency leadership, exploring the mental and emotional shifts required to move from talented employee or manager to confident agency owner. Drawing on more than 25 years of experience and candid stories from agency owners nationwide, Drew unpacks the identity shift every leader must make—from seeking permission and sticking to their craft, to taking full, radical responsibility for the outcome of their business. You'll hear powerful confessions from new owners as they share those "aha" moments when the weight of ownership finally hit home, from financial scares to difficult personnel decisions. This episode tackles three essential lenses that shape the growth of agency leaders: developing a growth mindset (inspired by Carol Dweck), evolving from technician to true entrepreneur (with a nod to Michael Gerber's E-Myth), and embracing an ownership mentality as described by Carrie Siggins' "Ownership Mindset." Drew provides actionable advice on shifting beliefs that hold leaders back, such as hesitancy around finances, reluctance to delegate, and resistance to uncomfortable decisions. Whether you're a new or soon-to-be owner, an emerging leader, or a veteran still wrestling with self-doubt, this episode is packed with practical steps, introspective challenges, and resources to help you own your power and build an agency you're truly proud of. Don't miss this empowering discussion. 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 identity shift from employee to owner is the hardest part of the transition Learn the three critical lenses for developing an ownership mindset: growth mindset, role clarity, and responsibility ownership Discover the common triggers that make ownership feel real for most agency leaders Recognize why true leaders act like owners long before they own equity in the business Understand the difference between collaboration and abdication in leadership decisions Learn how to move from execution-focused to strategy-focused thinking as an owner Gain insights from real owner confessions about pivotal moments of realization Understand why financial literacy becomes critical when you truly own the outcomes Discover how accepting responsibility also grants you permission to change what's broken

May 17, 20261 hr 9 min

Episode 554 Breaking the Barriers That Prevent Agency Scaling with Trevor McGregor

Welcome to another insightful episode of Build a Better Agency! This week, host Drew McLellan sits down with executive business coach Trevor McGregor to tackle one of the most critical and persistent challenges agency owners face: scaling their business. Drawing from his expansive coaching experience and background working alongside leaders like Tony Robbins, Trevor McGregor unpacks the most common barriers that keep agencies from moving beyond their current stage and achieving true growth. Together, Drew McLellan and Trevor McGregor dig into the real reasons agency owners frequently find themselves stuck—covering everything from limiting beliefs and lack of vision to poor systems, time management struggles, and the all-important execution gap. Trevor McGregor draws on decades of coaching and shares his "five reasons agencies fail to scale," as well as actionable advice around improving your mindset, building better systems, and elevating your standards as a leader. You'll also hear practical strategies like conducting a personal time audit, leveraging the "four S's" (state, story, standards, and strategy), and working through resistance to delegation and process-building. The conversation also highlights the deeper "why" behind leading an agency—not just in terms of revenue or staff size, but the impact you have on clients, employees, and your own life. Drew McLellan and Trevor McGregor stress the importance of reconnecting with your passion and leveraging accountability—whether through peer groups or coaching—to move from ideas into tangible results. Real-life anecdotes, references to industry reinvention (including the impact of AI), and honest advice about sustaining momentum keep this discussion engaging and relevant. Don't miss this episode if you're committed to breaking through your current plateau and building not just a bigger, but a better, more impactful agency. By the end, you'll leave with a renewed sense of purpose and a roadmap for taking practical steps toward growth—plus a heartfelt reminder of why you chose this path in the first place. 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 Identify the 5 universal barriers that prevent agency scaling regardless of business size or experience level Transform limiting beliefs about failure, criticism, and worthiness into fuel for breakthrough growth Create strategic plans that work in rapidly changing markets without needing to see the entire roadmap Build systems for support that leverage your zone of genius while delegating everything else Apply the law of polarity to flip fear-based thinking into opportunity-focused action Navigate perpetual change as a competitive advantage rather than a threat to stability Develop the psychology of success that separates scaling agencies from struggling ones Use failure as feedback to accelerate growth rather than evidence to quit or retreat

May 10, 202658 min

553 Building AI Automations to Streamline Your Agency Operations with Kaitlyn Study

Welcome to another insightful episode of Build a Better Agency! Host Drew McLellan is joined by agency owner and automation enthusiast Caitlin Studdy for a deep dive into the world of AI-driven automations—an essential, but often underutilized, tool for agencies looking to boost efficiency, profitability, and team satisfaction. In this episode, Caitlin Studdy recounts her journey from agency founder to automation "nerd," sharing how necessity and a passion for problem-solving led her to streamline countless repetitive tasks using tools like Zapier, ChatGPT, and more. Whether she's automating social posts, onboarding clients, or implementing AI-powered hiring bots, Caitlin Studdy reveals how each automation not only saves time, but also reclaims valuable brain space for higher-level creative and strategic work. The conversation is packed with actionable insights—from identifying automation opportunities in everyday agency operations to building simple "grilled cheese" workflows that anyone can try. Drew McLellan and Caitlin Studdy also explore the evolving landscape of AI technology, discussing how new capabilities are opening doors previously closed to small and mid-sized agencies. If you're ready to tackle inefficiency head-on, empower your team to work smarter (not harder), and get inspired by real-world examples of automation in action, this episode is a must-listen. By the end, you'll view your agency's processes with a fresh perspective—and be eager to experiment with automations that can transform your business for good. 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 How to identify which repetitive tasks in your agency are prime candidates for automation The step-by-step process for building your first agency automations using beginner-friendly tools like Zapier Why starting with simple two-step automations leads to better long-term success than complex workflows How AI integration has expanded automation possibilities beyond basic task scheduling to intelligent decision-making The communication strategies needed to get team buy-in when implementing automated systems Which types of agency tasks should remain human-driven versus automated for optimal results How to build automated hiring systems that score candidates and send follow-up questionnaires The surprising ways agency automations improve client service and reduce dropped balls Real examples from 500+ automations including client meeting prep, social media management, and billing workflows

May 3, 202656 min

552 Virtual Event Monetization and Lead Generation with Kevin Sanderson

Welcome to another episode of Build a Better Agency! This week, host Drew McLellan sits down with virtual event expert Kevin Sanderson to unravel the secrets behind leveraging online summits to grow your agency—and your client's business. With over 30 virtual summits under his belt, Kevin Sanderson brings his firsthand knowledge of creating, marketing, and monetizing virtual events, making this episode a must-listen for agency owners seeking innovative ways to expand their reach. Kevin Sanderson walks listeners through the different types of online events, from single-presenter webinars and dynamic panels to robust, multi-day virtual summits. He reveals how bringing together subject matter experts not only delivers value-packed content for attendees, but also allows hosts to tap into new audiences by leveraging each speaker's network. Along the way, Drew McLellan and Kevin Sanderson dig into practical event logistics, the importance of aligning with the right speakers, and strategies for ensuring that your virtual events rise above the saturated online landscape. The conversation doesn't stop at planning. Kevin Sanderson shares actionable insights about various revenue models, from free registration with VIP upgrades to boosting value through digital bonuses, and the critical role of post-event nurturing in building long-term relationships and clients. You'll also hear guidance on pricing these services for your agency or clients, plus essential lessons learned so you can sidestep the common pitfalls of virtual event planning. If you're looking for creative ways to build authority, grow a targeted list, or even add new service offerings for your agency clients, this episode is packed with real-world tactics and inspiration. By the end, you'll be ready to rethink how virtual events can become a high-impact tool in your agency's growth arsenal. 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 How to structure virtual summits with 15-20 speakers for maximum impact and manageable coordination Why email promotion from speakers dramatically outperforms social media for driving event registrations The revenue model that combines free registration with strategic upsells to VIP access passes How charging even a nominal fee ($5-$10) increases attendee engagement by 2.5-3x compared to free events The follow-up system that generated $99,000 in monthly recurring revenue through strategic webinar funnels Why virtual summits open more collaboration doors than traditional networking approaches How to leverage speaker partnerships to access audiences you couldn't reach through paid advertising The key criteria for selecting speakers who will both deliver value and actively promote your event How agencies can package virtual summit services for clients in specific industries or niches

April 26, 202657 min

551 Scaling Agency Operations with Yoni Kozminski

Welcome to a new episode of Build a Better Agency! This week, Drew McLellan invites Yoni Kozminski, CEO and co-founder of Escala, for a candid and transparent discussion that takes you behind the scenes of agency operations, scalability, and owner independence. Drew opens up about AMI's own journey towards better systems and processes, and together, they explore what it really takes to future-proof an agency so it can thrive through to 2030 and beyond. In this episode, you'll hear Yoni Kozminski break down why most agency owners unintentionally become the biggest bottleneck in their own business. He shares his perspective as a "recovering agency guy" and reveals Escala's proven framework for assessing agency maturity and organizational health. Drew and Yoni walk listeners through the critical stages Escala uses to help agencies transform: assessment, design, and implementation, all aimed at making your agency less dependent on you—and more profitable. The pair dig deep into the practical realities of creating lasting change, from tackling tribal knowledge and heroics to putting real systems in place that reduce owner burnout. They'll discuss concrete strategies for documenting processes, measuring owner involvement, and empowering team members at every level. Plus, Drew shares firsthand what it's like to face a "ruthless assessment" of your agency's internal operations—and how that clarity is a gamechanger for growth. If you're ready to move past hustle and improvisation toward an agency that runs smoothly without you, this episode is your roadmap. Don't miss the honest conversation and actionable takeaways, along with special resources designed to help you start your own agency self-diagnosis. Dive in and start building a business that lets you make a bigger impact—without being trapped in the day-to-day. What You Will Learn How to assess your agency's true dependence on you using the 1-5 maturity scale Why the Build-Manage-Execute index reveals where owners get stuck in the wrong activities The top-down methodology for creating systems that actually scale your operations How to identify and eliminate tribal knowledge that creates operational bottlenecks Why validation sessions with cross-functional teams reveal hidden process breakdowns The framework for transitioning from heroic execution to strategic visioning How to build offshore capabilities that multiply your onshore team's effectiveness Why agencies must shift from owner-centric to metrics-driven decision making The assessment process that reveals exactly where your scaling gaps exist

April 19, 202634 min

Ep 550 Five Opportunities for Agency Evolution with Drew McLellan

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 positioned to thrive while the giants stumble. Beyond the trends, Drew maps out five concrete opportunities your agency can pursue in the next three to ten years — from repositioning as a strategic advisor rather than a vendor, to monetizing AI the right way, to riding the in-house reversal as brands unwind internal teams they can no longer sustain. You'll hear real data on what's happening to AGI per FTE, why generalist agencies are losing ground, and what the consulting world can teach us about where agency revenue is headed next. If you're tired of feeling anxious about the future and ready to see the opportunity hiding inside the uncertainty, this episode is essential listening. Whether or not you make it to the Build a Better Agency Summit in May, Drew McLellan's guidance will challenge you to stop waiting for the dust to settle — and start building the agency you actually want to own. 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 this is the best decade to own an independent agency for those willing to evolve their business model How consolidation among holding companies creates lucrative opportunities in the neglected middle market segment Five major opportunities that will define successful agencies over the next decade Why AI adoption gives small shops the sophistication level that previously required holding company resources How to transform from vendor relationships into strategic advisor partnerships that command premium pricing The specialization imperative that delivers 10-20% higher margins than generalist agencies Why your agency is positioned as the most trusted entity in the new economy How to monetize AI properly by focusing on outcomes rather than tool usage The workforce evolution requiring fewer FTEs but more strategic value creation

April 12, 202649 min

Episode 549 What the AI Impact 2026 Research Reveals with Emily Thompson

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 now use AI tools (not Google) as their primary source of information discovery, to the finding that AI research shows humans still own strategy, this episode is a masterclass in reading the room on behalf of your clients. If you want to know where the real agency opportunity lives in 2026, this conversation is where to start. 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 Why 79% of marketers feel positively about AI even as ROI declines across every channel What the AI research data reveals about how marketers are actually using AI in 2026 vs. 2025 Why only 3% of marketers consider themselves AI experts and what that means for agency opportunity Which channels are declining most and why owned media is taking the biggest hit Why lead generation is the top 2026 priority and why marketers channel choices do not yet match that goal How 53% of marketers now rely on AI tools over Google for information discovery Why differentiation (not AI adoption alone) will determine agency success in a saturated market What it means to be your clients AI Sherpa and how to position that as a core offering