On this episode of The Innovative Agency Podcast, Sharon Toerek sits down with Cimin Cohen, CEO and Founder of Idea Peddler, an independent, woman-owned creative and media agency specializing in destinations, hospitality brands, and experience-driven organizations.

Cimin unpacks the "attribution illusion" reshaping today's media landscape and reveals why the metrics agencies rely on most don't always reflect true business impact. Drawing on experience from both global agency networks and independent firms, she explores how hidden incentives, flawed reporting, and a lack of transparency can erode client trust, and what agency leaders can do to deliver more meaningful results.

If you're looking to strengthen client relationships through greater transparency, smarter media strategy, and a clearer understanding of what success really looks like, this is a conversation you won't want to miss.

What you will learn in this episode:

• The true impact of rollups and M&A activity on agency talent, creativity, and client results

• The hidden incentives and pricing misalignments that prevent a level playing field for independent agencies

• How shifting privacy regulations and shrinking data panels are quietly undermining the reliability of today's attribution models

• The most important questions agency owners should be asking media partners about data, transparency, and measurement

• Why strategic alliances can be the best defense for creative and comms shops managing media budgets

• Concrete ways to have more honest, trust-building conversations with brands about what real impact measurement should look like

Bio

A native Austinite, Cimin Cohen has been in the media industry for over a decade on both the agency and publisher sides. During this time, she has led cross-channel strategic media planning and buying for Fortune 500 companies including Best Buy, Microsoft, Intel, Zurich Insurance, and Kraft Foods.

‍After honing her chops at large agencies like Starcom, MediaVest and Mindshare, Cimin realized there had to be a better, more streamlined way to help brands achieve their advertising goals. Idea Peddler was born out of the need to have a new model for the 21st century—one where there are no bureaucratic layers, work gets done efficiently and on time, and we all get to work with nice people.

‍Cimin has a strong foundation in both traditional and digital media and specializes in crafting strategies for cross-channel campaigns, using a mix of local and national media. She helped launch and sat on the board of the Women in Wireless Chicago chapter in addition to launching Microsoft's first B2B programmatic display campaign. Prior to that, she deployed the first e-commerce integration and mobile ads for Spiceworks, a social-tech company based in Austin.

‍She currently leads planning and buying for New Mexico Tourism, Taos Ski Valley, City of Palm Desert, NOLS, Georgia O'Keeffe Museum, and other brands, with a focus on strong planning foundations and maximum budget efficiency.

Resources:

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

• LinkedIn: https://www.linkedin.com/in/ideapeddler/

On this episode of The Innovative Agency Podcast Sharon Toerek welcomes Justin Inman, CEO and Founder of Emberos, for a timely conversation about the rise of AI-driven discoverability.

As generative AI transforms search and rewrites the rules for how brands are found online, Justin shares why traditional SEO playbooks are no longer enough, and what agency leaders must do to stay ahead.

Drawing on his experience at Google and his work helping brands navigate this new landscape, he offers practical strategies for creating new revenue opportunities, strengthening client relationships, and building lasting competitive advantage in an AI-first world.

What you will learn in this episode:

• Why AI chatbots are rapidly becoming the "front door" of the internet, and what that means for your clients' brands

• The hidden risks of relying on AI-generated content to boost discoverability

• How the tried-and-true tactics of PR and consistent messaging are colliding with new AI-driven search realities

• What proactive steps agencies must take right now to avoid disappearing from search results

• Opportunities for agencies to create new revenue streams

• How to measure the real impact of your AI strategy

Bio

Justin Inman is the Founder and CEO of Emberos, the first operating system built to orchestrate paid, owned, and earned signals for AI visibility. He works at the intersection of brand strategy, AI systems, and predictive analytics, helping companies understand and influence how they appear inside generative AI platforms.

Resources:

• Website: https://www.emberos.ai/

• LinkedIn Personal: https://www.linkedin.com/in/jinman11/

• LinkedIn Business: https://www.linkedin.com/company/emberos/

On this episode of The Innovative Agency Podcast Sharon Toerek sits down with Courtney Cotrupe, CEO of Partners + Napier, for a conversation about leading an independent agency through founder succession while preserving the values that fuel long-term success. Courtney shares why culture and collaboration have become a competitive advantage, how agency business development has evolved, and what differentiates employee-owned agencies in today's marketplace.

If you're navigating change, planning for the future, or looking for new ways to strengthen your agency's position in an increasingly crowded industry, this episode offers practical insights and fresh perspectives you won't want to miss.

What you will learn in this episode:

• Why agency culture can make or break your client relationships

• What it takes to honor a founder's legacy while establishing a new vision

• The growing pains that come with scaling an independent agency

• The hard truths about business development in a turbulent market, and what's changed for independents over the past two years

• Where real collaboration happens in the agency world

• The implications of increased M&A and private equity money in the independent agency space

Bio

Courtney Cotrupe leads with a perfect mix of sharp strategy, collaborative style, and creative soul. As CEO of Partners + Napier, she oversees all client partnerships and operations with a forward-thinking vision that continually evolves talent and capabilities.

Under her leadership, the agency has added major brands like Royal Caribbean, Checkers & Rally's, and MD Live, while expanding capabilities with in-house media, analytics, and Gammut Productions — a full-scale content studio. Courtney also serves on the national AAF board, chairs the 4As New York State Council, and sits on the board of Foodlink.

Resources:

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

• LinkedIn Personal: https://www.linkedin.com/in/courtneycotrupe

• LinkedIn Business: https://www.linkedin.com/company/partners-and-napier/

Joining this episode of The Innovative Agency Podcast is Mike May, Chief Strategy Officer at Fifty Thousand Feet, for a conversation about the evolving role of strategy in the AI era. Mike reveals how agencies can use AI not simply as a productivity tool, but as a strategic partner that accelerates, augments, and elevates their thinking.

He shares a practical framework for preserving the uniquely human insights clients value most, while adapting to rising expectations for speed, efficiency, and measurable impact. This episode offers agency leaders actionable guidance for protecting and expanding their strategic value in a rapidly changing industry.

What you will learn in this episode:

• How AI is redefining the role of the Chief Strategy Officer and reshaping what clients value in agency partnerships

• Why efficiency isn't the smartest way to talk about AI with clients

• What "acceleration," "augmentation," and "elevation" truly mean for agency strategy

• How to protect your agency's core value in a world where clients could use the same tools

• What happens when junior talent doesn't get foundational training

• How agencies can use freed-up resources to deepen partnerships and foster organic growth with clients

Bio

Mike May brings more than 25 years of experience across all flavors of strategy. He was previously the GVP of Strategy at Huge, overseeing business, brand, product and content strategy, as well as research and analytics. He has also held senior leadership roles the Interactive Advertising Bureau, and Jupiter Communications (now Forrester Research), and helped pioneer global e-commerce initiatives at Avon. Mike has published over 100 articles and research reports on brand, business and marketing strategy, has appeared on CNN, CNBC, Good Morning America, and has been quoted in The Economist, WSJ, The New York Times and others. He has degrees in English from Colgate University and the University of British Columbia and a MBA from NYU. Mike is based in FTF's DC office.

Resources:

• Website: https://fiftythousandfeet.com/

• LinkedIn Personal: https://www.linkedin.com/in/mdotmay

• Linkedin Business: https://www.linkedin.com/company/fiftythousandfeet/

On this episode of The Innovative Agency Podcast we welcome Shauna Nuckles, CEO and Founder of Advocation, for a conversation about what drives sustainable agency growth.

Shauna unpacks the hidden operational bottlenecks that keep agencies stuck, the leadership habits that quietly limit progress, and why productized services, smarter systems, and a clear definition of success matter more than relentless expansion.

Whether you're navigating the founder's bottleneck, preparing your agency for its next stage, or simply looking to build a business that's more profitable, scalable, and aligned with your goals, Shauna shares practical frameworks and candid advice to help you move forward with confidence.

What you will learn in this episode:

• The inflection points where most agencies hit their biggest growth bottlenecks, and what typically triggers them

• The right way to define what "success" looks like for your agency beyond just chasing headcount or revenue benchmarks

• How to productize your agency's methodology and reporting approach to drive retention and stand out in a crowded market

• Why sticky, outcome-based client engagements matter more than ever as AI commoditizes creative execution

• How small, nimble agencies can use technology to deliver greater impact and profit without adding headcount

Bio

Shauna Nuckles is the Founder of Advocation, an operations consultancy that helps agency owners turn burnout-prone firms into transferable, wealth-building businesses. She's supported more than 5,000 agency professionals and created the Agency to Asset® methodology, recognized by Inc. magazine for reshaping how agencies grow beyond their founder.

Known for transforming chaos into clarity and building systems that scale, Shauna brings a rare operator's lens on what makes agencies last and how leaders can reclaim time, profit, and sanity.

Resources:

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

• LinkedIn Personal: https://www.linkedin.com/in/shaunanuckles/

• LinkedIn Business: https://www.linkedin.com/company/advocationtraining/

On this episode of The Innovative Agency Podcast, Sharon Toerek welcomes Robb Fahrion, Founder and CEO of Flying V Group, for a conversation about the realities of measuring and communicating ROI in today's agency environment. Together, they explore how agencies can set expectations from the very beginning, identify potential red flags during the sales and onboarding process, and create stronger partnerships built on transparency and shared goals.

Robb shares insights on navigating difficult client conversations, aligning around meaningful metrics, and demonstrating value that extends beyond what can be captured in a dashboard. If you're looking for ways to strengthen client relationships, improve retention, and ensure your agency is recognized for the results it delivers, this is a conversation you won't want to miss.

What you will learn in this episode:

• Why data transparency between agencies and brands often breaks down

• The crucial early red flags that warn an engagement might be doomed

• How to set realistic expectations for ROI, even when a client won't lay all their cards on the table

• The overlooked ways agencies actually deliver value beyond just profit points and campaign KPIs

• The role of internal systems in defining successful partnerships

• What agency leaders can do to reclaim the narrative on ROI

• Why embracing tough conversations up front leads to better organic growth with existing clients

Bio

Robb Fahrion is the Founder and CEO of Flying V Group, a leading digital marketing and advertising agency located in Newport Beach, CA. Robb and his team have served over 400+ clients with go-to-market and strategic marketing initiatives in order to drive new levels of profitability and success. Robb is also an avid angel and seed investor that focuses on founder led businesses that are looking to revolutionize their specific category.

Resources:

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

• LinkedIn Personal: https://www.linkedin.com/in/robbfahrion/

• LinkedIn Business: https://www.linkedin.com/company/flying-v-group/

• Marketing Consultants: Seal the Deal with Marketing Questions to Ask Clients: https://www.flyingvgroup.com/marketing-questions-to-ask-clients/

This episode of The Innovative Agency Podcast features Martin Calvert, Marketing Director at ICS-digital joining the podcast from Leeds, England. Martin breaks down the challenges agencies face when expanding into new markets, particularly when it comes to achieving online findability across different cultures, languages, and platforms.

Drawing on more than two decades of experience helping brands establish digital visibility across global markets, Martin shares practical lessons on managing risk, avoiding costly expansion mistakes, and building strategies that resonate across cultures.

Whether you're grappling with scaling your agency worldwide or building trust with clients in unfamiliar territories, this episode explores the hard truths and tips for navigating cross-cultural marketing.

What you will learn in this episode:

• The hidden pitfalls agencies face when expanding into unfamiliar international markets

• Practical strategies for de-risking global growth without falling into the trap of "fatal half-measures"

• What your agency can learn from ICS-digital's journey in adapting to both blunt and "polite" business cultures

• The surprising reality behind industry awards

• Strategies for managing regulated industries and ensuring creative, compliant work across global markets

Bio

Martin Calvert is Marketing Director at ICS-digital - a global agency specialising in all aspects of multilingual SEO, content and translation, as well as digital PR, influencer relations and paid media.

Resources:

• Website: https://www.ics-digital.com/

• Linkedin Personal: https://www.linkedin.com/in/martincalvert/

• LinkedIn Business: https://www.linkedin.com/company/ics-digital/

On this episode of The Innovative Agency Podcast, Sharon Toerek welcomes Andy Nathan, Founder of Fortnight Collective, to reimagine the traditional agency model.

Andy shares how Fortnight has built a powerful hybrid collective structure, combining a strong core team with an extensive network of specialized freelance talent to deliver speed, flexibility, and expertise at scale. He also offers insights into building a business designed for adaptability in an industry where client expectations continue to evolve.

If you're thinking about the future of agency growth, talent strategy, or how to create a more flexible and resilient business model, this episode offers valuable lessons from a leader who is helping redefine what modern agency success looks like.

What you will learn in this episode:

• Why independent agencies are finding themselves stuck between moving too fast without depth and moving too slow

• The new realities facing indie agencies

• Steps to assemble and manage an ever-growing network of specialist talent, and how this model allows for rapid, custom-built teams

• What most agency owners get wrong when trying to build a freelance network

• How the evolving marketplace has shifted both brand expectations and freelancer realities

• Why transparency around AI-generated creative is the new currency of consumer trust

Bio

Andy Nathan is the visionary behind Fortnight Collective. His experience as CMO of Victors & Spoils, Managing Director of TBWA\Chiat\Day NY, and VP/Account Director at CP+B, plus roles at BBH NEW York, Ogilvy New York, and London inspired him to create the BrandHack – combining the best industry talent with limited time to make great work. His work on brands such as IBM, Miller Lite, Microsoft Windows, McDonald's, and Smirnoff has led to a variety of award-winning campaigns including Cannes Lions, Effies, One Show, and ANDY Awards. When Andy's not working, he's wrangling kids, skiing, and coaching lacrosse.

Resources:

• Website: https://fortnightcollective.com/

• Linkedin Personal: https://www.linkedin.com/in/andy-nathan-7700553/

• LinkedIn Business: https://www.linkedin.com/company/fortnight-collective/

• X: https://x.com/fortnightagency

On this episode of The Innovative Agency Podcast, Sharon Toerek welcomes back Dan Englander from Sales Schema for a deep dive into why relationships still drive agency business development.

Dan breaks down exactly why scaling referrals is elusive for so many service firms, what's changing in the landscape with AI, and how to build a practical, repeatable process

This conversation also challenges the constant chase for trendy business development tactics, reminding agency leaders that meaningful relationships and consistency still outperform shortcuts in the long run.

If your agency has felt overly dependent on word-of-mouth or stuck waiting for the next referral to appear, this episode offers a practical roadmap for creating more predictable, sustainable growth.

What you will learn in this episode:

• Why the power and leverage of referrals are increasing for agencies in a noisy, AI-saturated marketplace

• How to take stock of your real, high-value network and identify your true referral allies

• Steps for systematizing your referral outreach

• Common mistakes agencies make with business development hires and when it's time to invest in a dedicated sales function

• Why consistent follow-up is the secret weapon for scaling this channel

• Tactical ways to empower your team (not just owners) to participate in referral-based business development

Bio

Dan Englander is the CEO and Founder of Sales Schema and he hosts The Digital Agency Growth Podcast. Previously Dan was the first employee Head of New Business at IdeaRocket, and before that, Account Coordinator at DXagency. He's the author of Mastering Account Management and The B2B Sales Blueprint. In his spare time he enjoys developing new aches and pains via Brazilian Jiu-Jitsu.

Resources:

• Website: https://salesschema.com/

• https://salesschema.com/legalcreative

On this episode of The Innovative Agency Podcast, Sharon Toerek welcomes Jesse Lipson, Founder of Levitate and a seasoned technology entrepreneur, for an insightful conversation about staying genuinely connected in a world overflowing with automation.

Agency leaders know relationships drive growth, referrals, and long-term client trust. But, meaningful outreach often gets buried beneath deadlines, deliverables, and the daily scramble of running the business. Jesse Lipson saw this firsthand through his wife's agency experience, and it ultimately inspired him to build Levitate to be a platform designed to help professionals strengthen relationships at scale without sacrificing authenticity.

Jesse shares how agencies can use "keep in touch" systems to create more personalized communication, deepen trust with clients and prospects, and finally make relationship-building a consistent business practice instead of an afterthought.

If you want to use technology to strengthen relationships, this conversation offers a practical and refreshing perspective on what authentic outreach should look like in the AI era.

What you will learn in this episode:

• Why most agencies struggle to keep in touch with important contacts (and what that's costing them)

• The gap between transactional marketing tools and the deeply personal connections that actually drive referrals

• How technology and AI can augment, not replace, authentic outreach for agencies and their clients

• Why relying solely on automated messaging risks eroding trust

• How AI agents might soon revolutionize the way agencies stay top-of-mind

• The power, and the payoff, of long-term relationship building, even when it feels like a slow burn

Bio

Jesse Lipson is the Founder and CEO of Levitate, a SaS relationship marketing platform on a mission to help small businesses build authentic, human connections at scale. He previously founded ShareFile in 2005, bootstrapping it to over four million users and a $93 million acquisition by Citrix in 2011, where he later served as Corporate Vice President and General Manager of Citrix Cloud Services.

A self-taught software developer, Jesse launched his first company at age 23 and earned a philosophy degree from Duke University. He co-founded Raleigh Founded, a coworking community for entrepreneurs, and started Levitate through his holding company Real Magic. In 2023, he led a successful Series C raise of approximately $14 million, scaling Levitate to more than 4,000 small business customers nationwide. In addition to his role at Levitate, Jesse serves as an independent director at Yext and is on the board of Green Places, reinforcing his leadership in both technology and community-driven ventures. He was also named Tech CEO of the Year at the 2023 NC TECH Awards, further solidifying his reputation in North Carolina's tech ecosystem.

A lifelong entrepreneur with a passion for creativity and community, Jesse lives in Raleigh, North Carolina, with his wife, fellow entrepreneur Brooks Bell, and their dog Cecil.

Resources:

• Website: https://www.levitate.ai/

• LinkedIn Personal: https://www.linkedin.com/in/jesse-lipson-625195/

• LinkedIn Business: https://www.linkedin.com/company/real-magic/

• Instagram: https://www.instagram.com/levitateai/