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 also covers step-by-step DIY approaches agencies can start today—no massive tech team or budget required.

Together, Drew McLellan and Cade Dannels unpack the real-world process of using AI for smarter lead qualification, nurturing, and personalized outreach—without losing that human touch. They address common concerns about errors, model selection, and how to experiment meaningfully as you climb the AI learning curve. You'll also hear creative ways to motivate team engagement and discover actionable prompts and experiments you can implement immediately.

Don't miss this episode if you're ready to stop dabbling in AI and start harnessing its full agency-transforming power. Whether you're an agency owner taking your first experimental steps or already integrating AI but unsure where to go next, this conversation will help you confidently build a roadmap for impactful, ongoing innovation.

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:

• • Rethinking agency AI: beyond content creation to business operations
  • Experimentation as the foundation for AI success in agencies
  • Leveraging your agency's unique data and frameworks to unlock AI's full potential
  • Practical lead generation automation with AI—sourcing, qualifying, and nurturing prospects
  • The importance of "onboarding" AI like a new team member for better, more relevant outputs
  • Humanizing AI-driven outreach through strategic inputs and oversight
  • Start small, experiment broadly, and engage your whole team in AI discovery

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 concrete strategies for building a culture of learning within their agencies. Drew McLellan shares actionable steps: from creating a realistic professional development budget, conducting a skills gap assessment, and designing meaningful learning experiences, to the critical role of leadership in modeling a learning mindset. He also addresses common objections, like the fear that trained employees might leave, and flips the paradigm—demonstrating that investing in growth is actually the best insurance against turnover and burnout.

If you want to protect your margins, retain your best talent, and lead a team that can outpace industry change, this episode is essential listening. Tune in for data-backed advice, tough truths, and a practical roadmap to becoming an agency where people join—and stay—because they know their growth matters.

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.

• • The critical role of professional development in agency growth
  • Why investing in employee learning boosts retention and profitability
  • The ROI of upskilling versus the true cost of turnover
  • How to build a culture of continuous learning and accountability
  • Prioritizing skills for the future: AI fluency, data literacy, and business acumen
  • Combatting burnout with smarter, not just harder, work
  • Simple steps to launch an impactful development program today

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 why understanding your own leadership style is just as important as knowing what you're looking for in a new hire.

This episode digs into practical frameworks for the ideal interview process, tips for avoiding common hiring pitfalls, and ways to structure assessments and team interviews to ensure long-term fit. John Arnold also reveals the personality traits and behaviors that signal an exceptional agency employee, while offering candid advice for managing generational divides and work-life balance in today's workforce. The conversation doesn't shy away from tough topics: Drew McLellan and John Arnold discuss red flags, deal-breakers, and why agency leaders must be upfront with candidates from the very start.

If you're ready to strengthen your agency's team, enhance your understanding of talent, and embrace data-driven hiring, this episode delivers the insights you need. By the end, you'll have the tools—and the confidence—to build a stronger, more resilient agency culture. Don't miss this invaluable deep dive into what it takes to recruit, retain, and inspire top talent in today's dynamic agency 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:

• • The critical role of data in modern agency hiring
  • Balancing gut instinct with science for better hiring outcomes
  • Structuring a successful multi-step interview process
  • Why curiosity and accountability matter in agency talent
  • Navigating generational shifts in work/life balance expectations
  • The evolving landscape of remote and hybrid work in agencies
  • Preparing for the future: leveraging AI and assessments to predict job fit

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 barriers and foster connection inside agencies and with clients.

Listeners will also hear fresh insights on the changing role of data and AI in the industry, and how agencies can stand out by marrying "analog intelligence" with digital tools—without losing the essential human touch. Drew McLellan and Tom Fishburne discuss why so much work is met with indifference, the importance of a well-crafted creative brief, and the power of dedicating time to unstructured thinking, even in today's deadline-driven environments.

Whether you're a fan of Tom's cartoons or new to his work, this episode will inspire you to reframe how you approach creativity and culture in your agency. You'll walk away with practical homework on integrating humor, empathy, and analog thinking into your agency's DNA—fueling better work, stronger teams, and more memorable client relationships. Don't miss this blend of wit, wisdom, and actionable advice for building a truly distinctive agency.

A big thank you to our podcast's presenting sponsor, White Label IQ. They're an amazing resource for agencies who want to outsource their design, dev, or PPC work at wholesale prices. Check out their special offer (10 free hours!) for podcast listeners here.

What You Will Learn in This Episode:

• • Bringing humor and humanity into agency work
  • The evolving relationship between agencies and clients
  • Why creative briefs often go wrong—and how to fix them
  • Using analog thinking to spark creativity and originality
  • Avoiding indifference by moving beyond data-driven sameness
  • Balancing AI tools with the irreplaceable value of human insight
  • Creating space for deep, focused thinking in a fast-paced industry

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, the crucial role of maintaining human oversight, and strategies for keeping quality and trust at the forefront in a flood of AI-generated content.

Throughout the episode, Drew McLellan and Brett Farmiloe tackle the questions on every agency leader's mind: How can we use AI as an asset, not a crutch? What do journalists expect from agency sources in a world where the line between authentic insight and machine-generated text is increasingly blurred? And what are the best practices for pitching and building real relationships in this new landscape? You'll hear practical strategies, real-world examples, and honest perspectives on keeping your agency—and your clients—ahead of the curve.

Don't miss this episode if you're ready to rethink PR for your agency, streamline your workflows with SaaS-inspired thinking, and learn how to create more value for your clients in a changing media environment. With actionable takeaways on automation, self-service value, and trust building, this discussion is packed with ideas to help you future-proof your agency's PR and client service strategies.

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:

• • How AI is reshaping PR and media relations for agencies
  • The ongoing importance of human expertise in "human-in-the-loop" PR
  • Maintaining trust and quality when using AI-generated pitches
  • Reviving and modernizing HARO to better connect journalists and sources
  • What agencies can learn from SaaS to increase efficiency and value
  • How journalists are adapting to AI, multiple income streams, and new media channels
  • New opportunities for agencies in proactive PR and as AI consultants for clients

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 of deal documentation, the significance of a well-prepared due diligence process, and the real-world "war stories" that illustrate why legal readiness matters so much. Drew McLellan and Sharon Toerek offer listeners practical, actionable steps to start shoring up their agreements, documents, and internal processes now—not just in anticipation of a sale, but as fundamental best practices for running a sustainable, valuable agency.

Don't miss this episode if you want to eliminate unnecessary risks, maximize the value of your agency, and ensure a smoother M&A journey whenever the time comes. By the end, you'll have a to-do list that can strengthen your agency's foundation today and set you up for a more profitable, stress-free exit tomorrow.

A big thank you to our podcast's presenting sponsor, White Label IQ. They're an amazing resource for agencies who want to outsource their design, dev, or PPC work at wholesale prices. Check out their special offer (10 free hours!) for podcast listeners here.

What You Will Learn in This Episode:

• • The critical role of client contracts and why agencies need to centralize and consistently document them
  • The importance of up-to-date employee agreements and talent documentation to protect agency value
  • Intellectual property as a major driver of agency valuation (and how to properly identify and secure IP assets)
  • The need for clear, accessible corporate governance and owner agreements to prevent deal slowdowns
  • Why preparing legal foundations early smooths M&A transactions and safeguards potential deal value
  • How lack of organization or missing documents can delay, diminish, or even derail agency sales
  • Proactive legal preparation as both a best practice and a profit generator for agencies

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 foster accountability—complete with a ready-to-use agenda.

The conversation turns to the game-changing impact of AI within agencies, emphasizing why every agency owner must establish clear policies, communicate their approach to both internal teams and clients, and explore how to leverage AI tools to stay competitive. In addition, Drew McLellan highlights the often-neglected importance of deepening personal connections with your team, sharing meaningful rituals and approaches to nurturing these relationships for better retention and morale.

Whether you're hoping to weather tough economic conditions, boost your new business pipeline, or future-proof your agency with smart technology and people strategies, this episode equips you with concrete steps for transforming intention into action in 2026. You'll leave inspired to schedule, strategize, and connect—all cornerstones for not just surviving but thriving in the year ahead.

A big thank you to our podcast's presenting sponsor, White Label IQ. They're an amazing resource for agencies who want to outsource their design, dev, or PPC work at wholesale prices. Check out their special offer (10 free hours!) for podcast listeners here.

• • Agency owner resolutions for a watershed year
  • Carving out time for deep, uninterrupted work
  • Implementing a consistent new business development routine
  • Building transparency and accountability with all-agency updates
  • Establishing clear AI policies and accelerating AI adoption
  • Deepening human connections with team members
  • Proactively preparing for 2026's unique agency challenges

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 blend professional expertise with genuine connection—without veering into "cringe" territory or oversharing.

You'll also get an inside look at Greg Star's journey from manually creating buzz for his own business on LinkedIn to developing AI-powered tools that help introverted or time-strapped leaders tell their stories effectively. Hear practical tips for building consistency, making each post matter, and handling the inevitable engagement that follows. Plus, find out why starting now—no matter how long you've waited—is the key to momentum.

This episode is a must-listen for agency owners, executives, and anyone ready to move beyond passive lurking and intentional yet inauthentic posting. By the end, you'll be inspired to up your LinkedIn game, share your unique "why," and embrace consistency as the secret weapon to becoming a more visible and trusted leader in today's crowded agency landscape.

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:

• • Leveraging LinkedIn for authentic personal branding
  • Why agency owners' voices outperform company pages on LinkedIn
  • The power of consistency over perfection in building reputation
  • Balancing professional storytelling with vulnerability (without getting "cringe")
  • Using origin stories and the "why" to foster connections
  • How AI tools can assist—without replacing—the human touch
  • Simple engagement tactics to grow trust and visibility

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 applicable guidance here.

Drew McLellan and Tom Schwab also dig into tactical approaches, including how to diversify your podcast and content topics, strengthen your brand's point of view, and make strategic use of storytelling to engage both traditional listeners and AI "audiences." You'll discover tips on optimizing your show notes, leveraging tools like SparkToro to understand audience behaviors, and measuring the true impact of your podcast outreach—ahead of the curve in our search-evolving landscape.

Whether you're a podcast host, a guest on other people's shows, or simply interested in how AI is changing the marketing game, this episode is packed with actionable takeaways for agencies of all sizes. Tune in to hear how you can future-proof your thought leadership strategy and get found by the right prospects, right when they're searching for your expertise.

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:

• • Leveraging AI as a modern referral source for agencies
  • Optimizing podcast and long-form content for AI indexing
  • The growing importance of context, point of view, and clarity in content
  • Varying topics and voices to increase authority and reach with AI and audiences
  • Using tools like SparkToro to identify where your ideal audience is searching
  • Repurposing interviews and resources for maximum impact across channels
  • Embracing transparency and specificity to attract high-quality, pre-qualified leads

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-based approach gives you the tools to move beyond gut instinct towards strategies that drive measurable results.

The episode covers actionable strategies for identifying and cultivating the right brand associations, crafting memorable brand assets, and leveraging the power of emotional storytelling—even in B2B environments. You'll also learn how to use frameworks and scorecards to focus your branding efforts on what really matters, ensuring your brand stands out distinctly against competitors. Plus, the discussion explores why brands with strong association networks rebound faster from economic downturns and command higher price premiums.

Don't miss this episode if you're ready to combine creativity and data in a way that elevates your agency's brand work—and your own brand presence—above the noise. By the end, you'll walk away with practical tools to guide both client conversations and your agency's growth, grounded in proven science rather than simple opinion.

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 science behind brand associations and why they matter
  • Data-backed reasons brand associations drive growth and profitability
  • How emotional impact and memory structure strengthen brands
  • The power of consistency and distinctiveness in brand assets
  • Using frameworks and scorecards to build effective brands
  • The surprising resurgence and importance of brand characters
  • Practical tools agencies can use to differentiate themselves and their clients