The agency world doesn’t reward those who cling to “how it’s always been done.” It rewards the ones brave enough to redesign their business around what actually works — and what actually matters. In this powerful conversation, we sit down with Amy Jackson, founder and CEO of TaleSplash, to talk about what it really looks like to evolve your agency in real time.

Over the past year, Amy has made bold shifts in her business, from niching into health, family, and safety brands to restructuring her team, rethinking her client criteria, and raising her rates with confidence. But what makes her story resonate so deeply isn’t just the transformation itself; it’s the honest, intentional way she approached every step.

If you’ve ever wondered…

• How do I identify a niche that actually energizes me?

• What would happen if I stopped chasing volume and focused on building relationships?

• Am I defining success based on what I want, or on vanity metrics?

…this one’s for you.

This episode is brought to you by:

Metricool | Get 30 days free on any Premium plan with code DARLINGS at https://metricool.com/darlings 

Chapters:

(00:00:00) Niching Down Without Closing Doors

(00:10:03) Learning Before Locking In

(00:14:48) Defining the Right Fit

(00:21:34) Redefining Success on Your Own Terms

(00:30:35) Pricing with Conviction

(00:38:16) Standing Your Ground with Premium Clients

(00:46:48) Boundaries Build Better Businesses

(00:53:32) Evolving the Team, Reclaiming the Role

Connect with Amy:

• @TaleSplash on Instagram: https://www.instagram.com/talesplash

• Amy on LinkedIn: https://www.linkedin.com/in/amyfjackson/

• TaleSplash on LinkedIn: https://www.linkedin.com/company/talesplash/

• Website: https://www.talesplash.com/

Want To Dive Deeper On These Topics?

• Apply to join our exclusive Agency Darlings Slack Community: agencydarlings.com/community 

• Join our agency advice column: agencydarlings.myflodesk.com/signup

Connect with Melissa & Meredith:

• Waverly Ave: waverlyave.com

• Instagram: instagram.com/waverlyave.co 

• Le Chéile: lecheile.co/contact 

• Instagram: instagram.com/lecheile.co

There’s a sneaky trap that almost every small agency falls into at some point: trying to be everything to everyone. And honestly? We’ve been there too. When you’re in the early stages, saying yes to every service, every client, every shiny opportunity can feel like the smart, safe thing to do. But the truth is, trying to do it all is the fastest way to burn out your team, confuse your clients, and hold your growth hostage.

We’re diving deep into why doing less actually helps you win more. This isn’t about limiting your potential. It’s about focusing your energy where it matters most, building authority, increasing profitability, and protecting your time, team, and sanity.

If you’ve ever wondered…

• Is my agency doing too much?

• What would it look like to confidently say “no”?

• How can we narrow our focus?

…this one’s for you.

Chapters:

(00:00:00) Why Doing Less Helps You Win More

(00:07:33) The Power of Saying No

(00:14:37) Generalists Compete on Price, Specialists Compete on Value

(00:20:43) The Hidden Costs of Doing It All

(00:26:03) Niche by Problem, Not Industry

(00:31:10) Protecting Your Positioning with Partner Coalitions

Want To Dive Deeper On These Topics?

• Apply to join our exclusive Agency Darlings Slack Community: agencydarlings.com/community 

• Join our agency advice column: agencydarlings.myflodesk.com/signup

Connect with Melissa & Meredith:

• Waverly Ave: waverlyave.com

• Instagram: instagram.com/waverlyave.co 

• Le Chéile: lecheile.co/contact 

• Instagram: instagram.com/lecheile.co

The agency world was never meant to be a one-character show. In a culture that glorifies doing it all at once — CEO, visionary, mom, partner, friend, athlete — we’re often left feeling like we’re failing at all of it. But what if the key to thriving wasn’t about finding “perfect balance”… but about owning intentional imbalance?

This week, we sit down with Amanda Goetz, 2x founder, 4x CMO, mom of three, newsletter creator to over 150,000 readers, and author of the book Toxic Grit: How To Have It All And (Actually) Love What You Have. Amanda unpacks what it really looks like to live and work at full capacity without losing yourself along the way.

If you’ve ever wondered…

• Why do I always feel like I’m doing everything at once?

• How can I stop reacting to everything immediately?

• How can I show up fully in each season of my agency’s growth?

…this one’s for you.

This episode is brought to you by:

Metricool | Get 30 days free on any Premium plan with code DARLINGS at https://metricool.com/darlings 

Chapters:

(00:00:00) Focus and Finish: Master One Thing Before the Next

(00:09:27) Delegation Without Guilt: Building the Support You Deserve

(00:23:58) Character Theory: Choosing Who Leads Your Life

(00:36:55) The Urgency Trap, the Parking Lot, and Two Post-Its

(00:49:59) You’re the Director — No One’s Giving You Permission

Connect with Amanda:

• Order Toxic Grit: https://www.toxicgrit.com 

• Girlboss Podcast (soon to be Ambition 2.0): https://girlboss.com 

• Website: https://amandagoetz.com

• Instagram: https://instagram.com/theamandagoetz

• LinkedIn: https://linkedin.com/in/amandagoetz

Want To Dive Deeper On These Topics?

• Apply to join our exclusive Agency Darlings Slack Community: agencydarlings.com/community 

• Join our agency advice column: agencydarlings.myflodesk.com/signup

Connect with Melissa & Meredith:

• Waverly Ave: waverlyave.com

• Instagram: instagram.com/waverlyave.co 

• Le Chéile: lecheile.co/contact 

• Instagram: instagram.com/lecheile.co

We’ve all been there: you have a great discovery call, you’re vibing with the lead, and then… silence. No follow-up, no next steps, not even a polite “we’ve gone in a different direction.” They’ve vanished into the business void.

Ghosting isn’t just for bad Tinder dates. In the agency world, it happens more often than anyone wants to admit. But here’s the thing: not every ghost is gone forever — and not every ghost is worth reviving. In this conversation, we’re breaking down exactly how to bring the right prospects back from the dead (and how to let the zombie leads stay buried).

If you’ve ever wondered…

• How to tell if a lead is truly dead

• How to revive the right leads

• How to show up as a trusted advisor instead of a desperate vendor

…this one’s for you.

This episode is brought to you by:

Metricool | Get 30 days free on any Premium plan with code DARLINGS at metricool.com/darlings 

Chapters:

(00:00:00) When Ghosting Isn’t the End of the Story

(00:05:28) Zombies vs. Caspers: Who’s Worth Reviving?

(00:11:37) The Three Tests Every Ghost Must Pass

(00:16:01) How to Reach Out Without the “Just Checking In” Energy

(00:23:13) Turning a Catch-Up Call Into a Catalyst

Want To Dive Deeper On These Topics?

• Apply to join our exclusive Agency Darlings Slack Community: agencydarlings.com/community 

• Join our agency advice column: agencydarlings.myflodesk.com/signup

Connect with Melissa & Meredith:

• Waverly Ave: waverlyave.com

• Instagram: instagram.com/waverlyave.co 

• Le Chéile: lecheile.co/contact 

• Instagram: instagram.com/lecheile.co

Are you tired of feeling like just another option on a client’s spreadsheet? Same. In this episode, we’re calling out the biggest trap agencies keep falling into: commoditization. That’s the fancy word for “clients treating you like you’re interchangeable,” which basically translates to constant price haggling, razor-thin margins, and burnout city. No thanks.

Here’s the truth: you’re probably playing into it without even realizing it. Saying yes to the wrong clients. Offering too many “we can do everything” services. Giving generic answers like “we’re collaborative” when asked what makes you different (newsflash: everyone says that).

We break down the shifts that pull you out of the price war and into the premium lane: niche with confidence, lead with outcomes (not deliverables), create frameworks that scream authority, and show up as a partner—not a vendor. Oh, and stop hiding your voice. Thought leadership isn’t optional if you want dream clients lining up.

This isn’t about playing harder in a broken game. It’s about rewriting the rules so you’re seen as one-of-one, not one-of-many. Buckle up, darling—it’s time to stop discounting your brilliance.

If you’ve ever wondered…

• Am I competing on price instead of leading with value?

• What makes my agency truly one-of-one?

• Am I a strategic partner or just cranking out deliverables?

…this one’s for you.

This episode is brought to you by:

Copper | Get 15% off any annual plan with code DARLINGS at https://copper.com/agency

Chapters:

(00:00:00) The Race to the Bottom and How to Escape It

(00:11:56) Commoditization Is a Choice

(00:17:20) Niching, Outcomes, and the Power of Process

(00:26:29) From Vendor to Partner: The Thought Leadership Shift

(00:31:29) Choosing Differentiation as Your Growth Strategy

Want To Dive Deeper On These Topics?

• Apply to join our exclusive Agency Darlings Slack Community: agencydarlings.com/community 

• Join our agency advice column: agencydarlings.myflodesk.com/signup

Connect with Melissa & Meredith:

• Waverly Ave: waverlyave.com

• Instagram: instagram.com/waverlyave.co 

• Le Chéile: lecheile.co/contact 

• Instagram: instagram.com/lecheile.co

Too many agencies think discounting is good customer service. They're missing the bigger picture. Every time you slash your prices to "make a deal work," you're not just losing money, you're systematically undermining your own value proposition and teaching clients that your original pricing was negotiable all along. This isn't about being difficult; it's about running a business that respects its own expertise.

Melissa and Meredith break down the brutal math behind discounting and why that "harmless" 20% discount means you need to double your volume just to hit the same profit levels. But the real impact isn't financial—it's psychological. When you discount, you're essentially signaling that your work isn't worth what you initially charged, and clients pick up on that uncertainty faster than you think.

The agency world has normalized this race to the bottom, but smart agencies are doing something different. Instead of cutting prices, they're adding value, restructuring payment plans, and positioning themselves as premium partners who stand behind their pricing. While everyone else fights for scraps with discount strategies, the agencies who refuse to play that game are attracting clients who actually want to invest in results.

If you've ever wondered why clients keep pushing for lower prices, question your expertise, or treat your proposals like starting points for negotiation, this episode will show you exactly how discounting culture created those problems, and what to do instead.

If you've ever wondered...

• How much profit am I losing due to “small” discounts?

• What message am I sending clients when I lower my rates?

• What would change if I stopped slashing prices and started adding value?

...this one's for you.

This episode is brought to you by:

Metricool | Get 30 days free on any Premium plan at https://metricool.com/darlings with code DARLINGS

Chapters:

(00:00:00) The Real Cost of Being "Flexible" With Pricing 

(00:07:08) Why Discounting Trains Clients to Delay and Negotiate 

(00:13:56) The Math That'll Make You Stop Discounting Forever 

(00:18:47) Profit Margin Erosion and Brand Perception Damage 

(00:22:21) Smart Alternatives to Slashing Your Prices 

(00:27:04) Payment Plans vs Price Cuts 

(00:34:00) Standing Your Ground Without Losing Good Clients

Want To Dive Deeper On These Topics?

• Apply to join our exclusive Agency Darlings Slack Community: agencydarlings.com/community 

• Join our agency advice column: agencydarlings.myflodesk.com/signup

Connect with Melissa & Meredith:

• Waverly Ave: waverlyave.com

• Instagram: instagram.com/waverlyave.co 

• Le Chéile: lecheile.co/contact 

• Instagram: instagram.com/lecheile.co

The business guidance over the last few years has felt like someone telling you to sit quietly and wait for rescue. That's not the energy we're bringing, darling. While others are dwelling on how challenging things have been, the agencies absolutely flourishing right now have discovered something powerful: they're not building their empire for someday - they're building it for today. In this empowering conversation, Melissa and Meredith share what it really takes to create a resilient agency that thrives. They're celebrating the end of the "waiting for perfect conditions" era and inviting agency owners to step into a bold new approach that honors exactly where you are right now.

Welcome back to Season 4! After a summer hiatus filled with major life changes - moves, surgery, and business milestones - Melissa and Meredith return with a bold declaration: resilience isn't just a buzzword, it's the foundation of every agency that will survive the next decade. This season opener sets the tone for what's ahead with an honest conversation about building anti-fragile agencies that thrive in uncertainty.

If you've ever wondered...

• How your agency can flourish instead of just surviving

• How certain agencies seem to dance through economic challenges while others struggle

• Whether you're meant to embrace the ever-evolving nature of agency life

...this one's for you.

What to expect in this episode:

• Why waiting for "normal" business conditions is the riskiest strategy of all

• The mindset shift that separates thriving agencies from struggling ones

• How to reframe business ups and downs as intelligence, not failure

• The uncomfortable truth about whether you're suited for agency life

• Practical strategies for building businesses that get stronger during uncertainty

• Why the last five years might be the new normal (and why that's good news)

• How to use resistance and pushback as innovation opportunities

• The difference between surviving change and designing for it

Chapters:

(00:00:00) Why Resilience Matters in Agency Life

(00:06:32) Shifting from Hustle to Sustainability

(00:14:08) Lessons from Setbacks and Failures

(00:22:47) Practical Tools to Reframe Challenges

(00:31:55) Building a Community of Support

(00:40:10) Final Takeaways and Daily Practices

Want To Dive Deeper On These Topics?

• Apply to join our exclusive Agency Darlings Slack Community: agencydarlings.com/community 

• Join our agency advice column: agencydarlings.myflodesk.com/signup

Connect with Melissa & Meredith:

• Waverly Ave: waverlyave.com

• Instagram: instagram.com/waverlyave.co 

• Le Chéile: lecheile.co/contact 

• Instagram: instagram.com/lecheile.co

This episode is sponsored by Metricool. Get 30 days free of any Premium plan with code: Darlings and at Metricool.com/Darlings.

In this season finale of Agency Darlings, Melissa and Meredith sit down to talk about one of the most critical topics for agency founders: pricing with confidence.

They share mindset shifts and practical strategies to help you own your value, set better rates, and navigate tough pricing conversations. Whether you’re raising rates, launching a new offer, or dealing with price-sensitive prospects, this episode will give you the tools to approach pricing without second-guessing yourself.

💡 In this episode, we cover:

• Why underpricing hurts both your agency and the creative industry as a whole.
• The mindset shifts that unlock pricing confidence.
• 3 strategies to set and hold higher rates without flinching.
• How to handle objections like “Another agency charges half your rate.”
• The importance of rest and reflection for sustainable agency growth.

We’re also reflecting on what we’ve learned over three seasons of Agency Darlings and sharing why we’re taking a summer pause to recharge before coming back for Season 4.

✨ Quote of the Week:

“Don’t sit down and wait for opportunities to come. Get up and make them.” – Madam C.J. Walker

📚 Resources & Links Mentioned:

• Try Metricool free for 30 days at metricool.com/darlings with code DARLINGS
• Follow us on Instagram: @agencydarlings

👋 Let’s stay connected:

We’d love to hear what pricing strategies or mindset shifts you’re bringing into your agency this year. DM us or leave a review to let us know what you loved about this season.

This episode is sponsored by Metricool. Get 30 days free of any Premium plan with code: Darlings and at Metricool.com/Darlings.

In today’s episode, Melissa and Meredith are joined by Rebecca Sollinger, Chief Brand Officer at ARMRA and longtime brand leader with experience across powerhouse agencies like Droga5 and RoAndCo, as well as lifestyle brands like Sakara Life and Quiksilver. With a rare perspective from both sides of the agency-client table, Rebecca offers candid insight into what CMOs really want—and how the best agencies rise to meet the moment.

From brand building in a fast-moving world to taking smart creative risks, this episode is packed with honest reflections, strategic advice, and real-world guidance for boutique agencies trying to win (and retain) the right clients.

If you’ve ever wondered:

“Are my pitches actually working?”

“What do brand leaders really want from their agency partners?”

“How bold is too bold in a client relationship?”

This one’s for you.

What to expect in this episode:

💡 Rebecca’s journey from investment banking to building brands in both agency and in-house roles

💡 The two things every founder and marketer must align: vision and the P&L

💡 What today’s CMO role really demands—and how it’s evolved in the last decade

💡 Why agency founders often make the best partners

💡 The do’s and don’ts of pitching (seriously—stop screen sharing that whole deck)

💡 When to go bold, when to play it safe, and how to present both without losing your client’s trust

Actionable takeaways:

✔️ Clarify your agency’s vision—and stay grounded in what you do best

✔️ Ditch the ego: bring bold ideas, but be open to no’s

✔️ When pitching, share a pre-read and focus live calls on collaboration

✔️ Give clients two options: a solid foundation and a bold extension

✔️ If you're using AI, be transparent—smart CMOs expect it and welcome the efficiency

Real talk moments:

🗣️ “If you’re not watching your P&L, you’re not leading a brand—you’re just playing business.”

🗣️ “The best agencies act like true partners. They’re in the weeds with you.”

🗣️ “Don’t pitch me—talk to me. I want to solve a problem together.”

🗣️ “Bold ideas are great, but I also need to know what we’re risking.”

🗣️ “Brand building hasn’t changed—it’s still about emotional connection. But executing that clearly? That’s the challenge.”

Connect with Rebecca Sollinger:

🌐 Website: https://www.tryarmra.com

🔗 LinkedIn: Rebecca Sollinger

In today’s episode, Melissa and Meredith are joined by Shaina Anderson, founder of Hello Generalist, for a real talk on building effective teams through fractional support. With a deep background scaling startups like Yelp and Choose, Shaina offers a front-row view into the shifting workforce and how creative agency founders can build smarter, leaner teams—without compromising on talent. From understanding the rise of fractional roles to knowing when it’s time to hire full-time, this episode is packed with practical insights for founders navigating uncertain markets, limited budgets, and the ever-evolving talent landscape.

If you’ve ever wondered:

• “Should I hire full-time or fractional?”
• “What even is fractional, really?”
• “How do I build a high-performing team without burning cash?”
• This one’s for you.

What to expect in this episode:

• How Shaina went from food trucks to running ops at venture-backed startups to founding Hello Generalist
• The difference between fractional, freelance, advisory, and full-time roles—and how to know what you actually need
• Why more businesses are turning to fractional support in today’s economic climate
• How to scope roles correctly (and avoid costly hiring mistakes)
• When it’s time to make the leap to full-time hires—and when it’s smarter not to
• Why the future of work is flexible, and what that means for growing agencies

Actionable takeaways:

• Don’t get stuck in “word soup.” Focus first on the problem you’re solving, then define the role.
• Use fractional roles to test and learn before committing to a full-time hire.
• Hiring methodically—whether part-time or full-time—is a learnable, repeatable process.
• Prioritize both values and skills when hiring. Culture and capability go hand in hand.
• Start small: use well-scoped projects to vet fractional partners before expanding the relationship.

Real talk moments:

• “Hiring is a skill—not a vibe.” Build a process and improve it over time.
• “Fractional doesn’t mean flaky.” These are embedded leaders—often with stronger resumes than you’d find on the full-time market.
• “Your business evolves—so should your team structure.” Don’t force full-time hires if you don’t have to.
• “Superstars with bad values tank your culture.” And no, it’s not worth it.
• “Don’t chase titles—chase solutions.” A generalist with the right attitude can be more powerful than a specialist in the wrong seat.

Connect with Shaina Anderson:

• Email: [email protected]
• Website: hellogeneralist.com
• Substack: At Work by Shaina
• LinkedIn: Shaina Anderson
• Upcoming: Manual Override – a summer accelerator for independent professionals