As we wrap up 2024 with this final episode, I’ve been reflecting on the many conversations I’ve had with agencies throughout the year, as well as the recurring themes shared by our amazing podcast guests.

It’s been a challenging year for many, which makes this the perfect moment to focus on an invaluable asset every agency has, no matter its size, discipline, or sector: our people.

So in this episode, we’re diving into how empowering our people through effective leadership and a strong culture can drive real growth. Joining me is culture transformation coach Zoe Tuffs from Times Ten.

Together, we’ll unpack some of the biggest leadership challenges agencies face—like ignoring culture issues, promoting "accidental managers" without proper support, and overvaluing productivity metrics at the expense of meaningful outcomes.

Zoe will also share her top tips for creating lasting change in 2025 and of course, we'll be uncovering more opportunities for marginal gains.

And don’t forget, we’ve got a book giveaway! Join the conversation on LinkedIn or Instagram using #SmallSparkTheory, and you could win a copy of Reculturing by Melissa Daimler, Zoe’s must-read recommendation.

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Connect with Zoe on LinkedIn here: to discover more insights on transforming your people & culture strategy, values-led leadership development and team dynamics.

Book a free 30-minute chemistry call: here to explore how Zoe can help you achieve your goals.

See the impact: Watch a client success video here showing the outcomes achieved with Sledge; a creative film and live experience agency.

Transform your people strategy: Explore Times Ten's People & Growth Workshop here. (There’s a 20% discount for Small Spark Theory listeners using the code **SST20**).

As we discussed in episode 92 with Stephen Kenwright, a solid sales and marketing strategy is crucial for agency growth. However, realising that growth brings its own set of challenges. Having experienced rapid growth through acquisition while leading agency sales and marketing, I’m well aware of the pitfalls of maintaining brand consistency while keeping momentum with an ever-evolving strategy.

For this episode, I was keen speak with a founder who has faced those challenges firsthand. Alisha Lyndon, founder of the growth consultancy Momentum ITSMA, secured investment in 2019 to fund a series of high-profile acquisitions. The company now offers an expanded suite of services to some of the world’s largest B2B brands.

We discuss how the sales and marketing strategy has evolved to reflect additional service lines and expanded geographic reach, while also bringing clients and colleagues along on the journey.

As always, we’re giving away a copy of Alisha’s recommended book: Unreasonable Hospitality: The Remarkable Power of Giving People More Than They Expect by Will Guidara. Tune in to find out how to win!

Also mentioned in this episode: 

EP92: How to scale fast

EP62: Mastering thought leadership

EP45: Client satisfaction

Sign up for One Small Spark

The thing with marginal gains is that it feels small. And we could be forgiven for thinking that applying this approach to agency growth is simply about tinkering around the edges, making small improvements and seeing small incremental results.

I know it has a far bigger sales and marketing role to play, but wanted to talk to someone who has experienced rapid agency growth to understand the interplay between big strategy and marginal gains. 

And who better than Stephen Kenwright, exited co-founder of one of the last decade's the most exciting agency start-ups, Rise at Seven. 

Join us as Stephen takes us through this incredible growth story and shares his top tips for leaders who are eager to scale their agencies fast.

As always, we'll be giving away a copy of Stephen's recommended read: Why Does the Pedlar Sing by Paul Feldwick. Listen in to find out how to win.

Also mentioned in this episode:

Good advice from J Schwan

The Challenger Customer by Brent Adamson, Matthew Dixon, Pat Spenner and Nick Toman.

EP51: Raising Your Profile with Ash Jones

Ride Shotgun

Rise at Seven

 

It's been 6 years since Tony Walford from Green Square joined me on Small Spark Theory to discuss the practicalities of selling an agency. 

To say a lot has happened since then would be an understatement. Aside from the obvious economic rollercoaster and acceleration in technology, we've seen a seismic change to the way many of us work. 

I was curious to find out how these changes have affected the agency M&A market, so invited my fellow Design Business Association expert David Blois from M&A Advisory to share his observations and insights. 

Join us in conversation to hear:

• which agency services are in demand
• how to measure your preparedness for sale
• what to consider when assessing a buyer

As always we have a book giveaway - David's recommendation is The Trusted Advisor by David Maister, Charles Green and Robert Galford. Simply join in the conversation on X, Instagram and LinkedIn using #smallsparktheory for a chance to win. 

 

Of all of the marketing tools available to agencies, I’d wager that one of the most effective, yet most overlooked, is the humble email newsletter. 

Which of course, makes it the perfect candidate for marginal gains and the perfect topic for this podcast. And this month, I have the perfect guest in the shape of agency newsletter specialist, Jamie Woodbridge  from The Inbox Club.

In this episode we discuss why newsletters are so important - particularly in the face of so many shiny new channels, how to set good objectives, what to measure, which platforms to use, the optimum frequency and what makes winning newsletter content. 

As always we’ll be giving away a copy of Jamie’s recommended read: A Whack on the Side of the Head by Roger von Oech

I’m delighted that Jamie and his team are going to be relaunching  my very own newsletter (which has fallen ominously silent over the last year). The first issue of One Small Spark lands at the end of this month, so look out for it if you are already subscribed, or sign up here to join in the fun: http://eepurl.com/dql7rf

You can also sign up for The Inbox Club’s own weekly newsletter, full of actionable advice, here: https://theinboxclub-tips.beehiiv.com/subscribe

 

Small Spark Theory has always been about a mindset. When I started this podcast back in 2017 I wanted to harness the marginal gains thinking that was and still is, so prevalent in elite sport and apply it to an altogether different kind of winning - agency new business.

So when I heard Serotonin Co-Founder Clair Heaviside talking about her ultra-running at an agency conference earlier this year I knew she would be the perfect guest. How right I was! 

Join us as we discuss how training and competing in endurance sports has informed Clair’s approach to running an agency.

This is one of the most inspiring episodes we’ve recorded. There is so much we can learn from Clair’s experience about consistency, mental fortitude, decision-making and discipline and culture. 

Clair’s book recommendation is There is No Wall by Allie Bailey. Listen in to find out how to win a copy. 

Also mentioned in this episode:

Jasmin Paris 

EP84 with Rachel Cook

International Women’s Podcast Awards

Early on in my agency career I often used to hear the expression 'great creative work will sell itself', and its close cousin 'do great work and the clients will come'. Of course we know that in reality, certainly for the majority, these things are rarely true, but I'm still surprised by the number of agencies I meet who continue to operate as though under this misapprehension, highly focused on the creative or technical output but lacking in broader commercial acumen or practice. 

In this episode I talk to designer, agency leader and consultant Tim Perry about the most common commercial skills gaps he’s observed and how he’s tackling them through a range of bite-sized training courses designed especially for creatives.

This feels like the perfect discussion to be having now. If ever there was a time to sharpen our networking, relationship-building and negotiation skills it is now!

As always we’re giving away a copy of Tim’s recommended read: The Laws of Simplicity by John Maeda - listen in to find out how to win. 

 

Over the recent months, I have observed how agencies have been experiencing the impact of economic uncertainty – including the stalling of client decision-making, frozen budgets, disappearing pipelines, and everything in between. In their recent BenchPress report, The Wow Company described last year as ‘brutal’ for agencies, and as 2024 adds more political uncertainty, there is […]

Over the recent months, I have observed how agencies have been experiencing the impact of economic uncertainty - including the stalling of client decision-making, frozen budgets, disappearing pipelines, and everything in between.

In their recent BenchPress report, The Wow Company described last year as 'brutal' for agencies, and as 2024 adds more political uncertainty, there is no sign of any immediate relief.

So, with this in mind, I wanted to share my thoughts on why 'new business' is such a problem for agencies and suggest some practical steps we can take to alleviate that ever-present feeling of needing to pull a proverbial rabbit out of a hat.

There's no book recommendation this month; instead, I've compiled a short guide to help you reboot your new business pipeline in five simple steps.

Download your free guide here.

Over recent episodes we’ve referenced many of the macro issues facing brands, which have in turn slowed down or stalled new business opportunities for agencies.  But there’s an elephant in the room that we’ve yet to address; the growing trend of clients deciding to bring creative resource in-house.  In this episode I speak to designer, […]