The Innovative Agency

What does it really mean to be an "innovative agency" in 2026? Are we chasing the right signals, or just the loudest ones?

On this episode of The Innovative Agency Podcast, Sharon Toerek sits down with Jeff Brecker, Partner in Innovation and Growth at Siberia, for a conversation about what innovation actually requires today. As AI dominates headlines and agencies feel mounting pressure to keep pace, Jeff challenges the notion that innovation is about adopting the latest tools. Instead he reframes it as the ability to solve real client problems in more meaningful, strategic ways.

Drawing on decades of experience across both the brand and agency sides, Jeff shares how the role of agencies is evolving, why brands are increasingly expected to operate like media companies, and what that shift means for how agencies deliver value. He also offers a grounded perspective on navigating both the opportunity and the legal considerations that come with emerging technologies.

What you will learn in this episode:

• Why defining true innovation in the agency space is more nuanced than simply adopting the latest technology

• Why agencies must look beyond the "AI hammer" and instead seek to understand client business needs and consumer behavior

• The critical shift from creating one-way brand messages to building engaging, participatory experiences

• How small, independent agencies can outmaneuver larger holding companies through strategy and adaptability

• How AI can become an enabler for deeper personalization and better understanding of client audiences

• Tips for navigating client expectations around pricing, value, and the role of technology in creative output

Bio

Jeff Brecker is a seasoned creative executive and marketing leader with over two decades of experience driving innovation at the intersection of design, technology, and business. He currently serves as a partner focused on growth and innovation at the digital agency Siberia, where he helps shape strategy and build transformative client solutions.

Throughout his career, Brecker has held senior leadership roles at top global organizations, including R/GA (SVP, Managing Director) and Kimberly-Clark (Vice President of Global Creative, Design & Content), where he led large-scale creative and digital initiatives across international markets.

Known for his ability to build and scale high-performing teams, he has worked with major Fortune 500 brands and startups alike, delivering award-winning campaigns recognized by Cannes Lions and other industry honors.

Resources:

• Website: http://siberia.io/

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

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

• Behance: https://www.behance.net/jeffbrecker

• Brecker Heads To Siberia As Partner, Innovation: https://www.mediapost.com/publications/article/409770/brecker-heads-to-siberia-as-partner-innovation.html

This episode of The Innovative Agency Podcast welcomes Jody Grunden, Partner at Anders Virtual CFO and one of the most trusted financial advisors in the agency world.

As technology reshapes how agencies deliver value and AI accelerates the pace of change, many agency leaders are asking the same questions:

Are our pricing models still sustainable? Are we truly profitable? And are we planning well enough for what's coming next?

In this conversation, Jody brings decades of experience guiding agencies how to rethink the fundamentals of their financial strategy, from moving beyond hourly billing to adopting scalable, value-based pricing models, to building stronger cash reserves and creating dynamic forecasts that prepare your business for uncertainty.

Leaders who understand their numbers will be far better positioned to turn disruption into opportunity. If you're ready to stop reacting to financial surprises and start leading your agency with greater clarity, confidence, and profitability, this episode is packed with insights you can put to work right away.

What you will learn in this episode:

• Why agencies need to revisit traditional hourly billing models and consider value-based, subscription, or flat-fee pricing

• How to build profitable pricing using historical data and a "choose your own adventure" approach for clients

• What key financial metrics and margins agencies should track for sustainable growth

• The vital importance of proactive cash management

• How dynamic forecasting can guide more intentional business decisions

• Methods for demystifying pricing conversations with clients and boosting agency confidence

Bio

Jody Grunden is a trailblazer in the accounting industry who has transformed how agencies manage their finances. As the co-founder of Summit CPA Group, now Anders Virtual CFO, Jody pioneered subscription-based billing for accounting firms and built the first fully distributed Virtual CFO practice in North America. Since 2002 he has specialized in guiding digital and creative agencies toward sustainable profitability and scalability using a proprietary profit-focused maturity model.

Author of Digital Dollars and Cents and Building the Virtual CFO Firm in the Cloud, Jody has been recognized by CPA.com as one of the most innovative practitioners in the country. His work goes beyond the numbers by empowering agency founders to align their financial operations with their vision so they can lead with confidence, invest in growth, and enjoy greater freedom in their business and life.

Resources:

• Website: https://anderscpa.com/

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

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

• X: https://x.com/anderscpa

• Digital Dollars and Cents: https://www.amazon.com/Digital-Dollars-Cents-Companies-Financial-ebook/dp/B0779K8W21/ref=sr_1_1?crid=3CBNX3CA8O1LW&dib=eyJ2IjoiMSJ9.GbPMBrVYyUFjOdiI3NvwSqJ2QnjScUcVxcbrqe74mng.l6Z9XFxG9VX7ejb28KyykVF3BTDeQiHBMfArnPaiiME&dib_tag=se&keywords=digital+dollars+and+cents&qid=1758224245&s=digital-text&sprefix=digital+dollars+and+cents%2Cdigital-text%2C100&sr=1-1

On this episode of The Innovative Agency Podcast, Sharon Toerek chats with Founder of Pennant Video Tim Bradley, about the strategic role of video in today's agency landscape.

Video is no longer just a top-of-funnel awareness play or a flashy add-on to a campaign. Done right, it's a powerful mid-funnel engine that builds trust, nurtures prospects, and drives meaningful movement toward decision. Tim shares how his entrepreneurial journey led him to develop a distinctive mid-funnel video marketing framework designed specifically to create real impact for B2B brands.

If your agency is looking to elevate its video strategy beyond production and into true business impact, this episode delivers both clarity and a roadmap.

What you will learn in this episode:

• Why the "mid-funnel" is the most overlooked, and potentially powerful, stage for video in B2B marketing

• The "video marketing trifecta" framework: differentiation, demonstration, and validation

• How agencies can position video as a strategic tool in long B2B sales cycles

• The risks and rewards of AI in video production, including trust and authenticity concerns

• When and how integrated agencies should collaborate with video specialists

• Practical considerations for protecting intellectual property and managing risk in modern video campaigns

Bio

Tim Bradley is the Co-Founder of Pennant Video, a B2B-focused agency that has pioneered the Video Marketing Trifecta™ to power mid-funnel marketing strategies. With nearly two decades of experience in video marketing, Tim has partnered with leading B2B tech brands like Cisco, Hitachi, BRANDLIVE and countless startups, bringing their stories to life with compelling video campaigns.

Before founding Pennant, Tim was the Executive Producer at a large communications agency. In his 12 years there, he built, managed and mentored a 25-person creative team, while growing the business in competitive sectors such as tough tech, cybersecurity, and healthcare. He believes in creating work that cuts through the noise—methodical yet bespoke, scalable yet unique. Beyond client projects, Tim mentors aspiring creatives through workshops and portfolio reviews, reinforcing his belief that elevating new talent fosters a more innovative and story-driven industry.

Resources:

• Website: https://pennantvideo.com/

• LinkedIn Personal: https://www.linkedin.com/in/tim-bradley-pennant/

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

On this episode of The Innovative Agency Podcast, Sharon Toerek is joined by Zino Rost van Tonningen, CEO and Founder of TyrAds, for a look at how reward-based marketing is redefining engagement in a mobile-first, data-driven world.

As agencies wrestle with first-party data strategies, evolving privacy regulations, and the accelerating influence of AI, it feels increasingly complex to connect technology, marketing, and measurable growth. Zino helps us cut through that complexity. He shares how reward-based models, particularly within mobile apps and gaming environments, are unlocking powerful new ways to capture attention, build loyalty, and drive meaningful customer action.

If you're looking for smarter ways to blend emerging tech with strategic marketing, and turn data into durable client growth, this conversation will expand how you think about what's possible.

What you will learn in this episode:

• How mobile-first and reward-based marketing strategies are redefining engagement in today's crowded app market

• The evolution of incentivized advertising

• Why first-party data is becoming the ultimate competitive advantage for agencies

• How hyper-personalization powered by AI is shaping the future of incentives and customer experience

• Pitfalls of misaligned incentives in reward campaigns, and how to avoid churn and fraud

Bio

Zino Rost van Tonningen is the CEO of TyrAds, a dynamic force in the rewarded advertising space dedicated to helping game studios globally grow their user base and enhance player engagement through intelligent reward systems.

With a background that began in automotive business management, Zino's journey into marketing took off over a decade ago when he co-founded an agency in the Netherlands. There, he played a key role in scaling numerous local apps before specializing in the gaming sector. His passion for innovation and global perspective led him to Asia in 2018, where he founded TyrAds and has since been at the forefront of evolving rewarded user acquisition.

Resources:

• Website: https://tyrads.com/

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

• LinkedIn Business: https://www.linkedin.com/company/tyr-rewards/

This week on The Innovative Agency Podcast Sharon Toerek welcomes pricing strategist Jonathan Stark for a candid conversation about breaking free from the cycle of trading hours for dollars. If you've ever wrestled with pricing your work, defending your margins, or responding to clients who default to hourly expectations, this episode will challenge the way you think about value and your agency's future.

Jonathan shares his journey from tech management to becoming a leading advocate for value-based pricing, explaining why hourly billing often undermines both profitability and client relationships. He outlines a smarter path forward, one centered on outcomes instead of time, and offers practical guidance for shifting your sales conversations, resetting client expectations, and building pricing models that reflect the true impact of your work.

What you will learn in this episode:

• Why hourly billing undermines value for agencies and their clients, and how it incentivizes the wrong behaviors

• How to confidently navigate conversations with clients who expect legacy hourly rates

• The key questions to unlock client goals and realign your proposals with measurable business outcomes

• What data points agencies should focus on to accurately determine project value

• How specializing in a niche makes value-based pricing possible

• What agencies need to know about the impact of AI on pricing models and client expectations

Bio

Jonathan Stark is on a mission to rid the world of hourly billing. As an expert in helping consultants package, price, and sell their expertise, Jonathan empowers professionals to break free from trading time for money and shift to pricing based on the value of the results they deliver. Through his writing, speaking engagements, and consulting, he guides clients toward dramatically higher fees, better client relationships, and greater professional fulfillment.

Jonathan is passionate about positioning expertise-based businesses to command premium fees. He helps them develop intellectual property through daily writing, build trust with their audience via speaking channels, and confidently differentiate themselves in the marketplace. Whether brainstorming pricing strategies or crafting compelling value propositions, Jonathan thrives on helping professionals unlock their full potential and dramatically improve their quality of life.

Resources:

• Website: http://jonathanstark.com/

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

• LinkedIn Business: https://www.linkedin.com/company/join-ditcherville-now/

• YouTube: https://www.youtube.com/c/TheJonathanStarkShow

Artificial intelligence is rapidly reshaping the content landscape promising greater efficiency while raising important questions about originality, authenticity, and trust. For agency leaders, the challenge isn't whether to adopt AI, but how to do so without losing the human insight that makes great storytelling resonate.

On this episode of The Innovative Agency Podcast, Sharon Toerek welcomes Nick Usborne, Founder of Story Aligned and a highly respected content marketing and storytelling expert. Nick brings clarity to the evolving role of AI in agency work, sharing practical strategies for integrating tools while protecting the quality, integrity, and distinct voice clients rely on.

Nick reveals how agencies can establish smart guardrails around AI use, and position technology as a creative partner instead of a replacement for human perspective.

This conversation offers a balanced, human-centered framework to help your agency innovate with confidence while staying true to the storytelling that drives meaningful connection.

What you will learn in this episode:

• Where agency leaders can tap into AI-driven efficiencies without sacrificing the integrity of their content

• The critical role of human oversight and "guardrails" in verifying AI-generated client work

• Strategies to avoid the "sameness trap" and create distinctive, brand-aligned content with AI

• The importance of story in differentiating agency and client content, and how to build prompts around it

• How to structure agency-wide AI use in training, model selection, oversight, and workflow integration

• The high stakes of reputation and trust when integrating AI into client-facing work and protecting intellectual property

Bio

Nick Usborne is a copywriter, instructor and coach who started writing professionally in 1980. He is the Founder of Story Aligned, a training program for marketing teams that want to scale content using AI while protecting the integrity of their brand story and voice. His book Net Words, published in 2001, was one of the first guides to writing for the web. Since then, thousands of marketers and writers from over 97countries have taken his courses on digital writing, storytelling and brand voice.

Resources:

• Website: https://storyaligned.com/

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

• LinkedIn Business: https://www.linkedin.com/company/story-aligned/

• The Prompting Pyramid: Why Brand Story Should Always Come First: https://storyaligned.com/podcast/

This episode of The Innovative Agency Podcast welcomes David Ebner, Founder and CEO of Content Workshop, for a timely conversation about how to embrace AI without losing the power of authentic storytelling.

As a creative writer turned agency leader, he brings a grounded perspective to the rapidly evolving content landscape. Together, Sharon Toerek and David Ebner explore why the fundamentals of great storytelling haven't changed even as technology advances at a relentless pace.

You'll hear practical insights on integrating AI in ways that enhance, rather than erode, creativity and trust, along with smart strategies for building meaningful connections in an increasingly automated world.

What you will learn in this episode:

• Why storytelling still outperforms tactics, even as marketing tech evolves

• The crucial difference between treating AI as a tactic versus a strategy, and common mistakes agencies make

• How to "zig" when everyone else is "zagging" to differentiate your agency's brand and service offering

• Ways to incorporate training and education as valuable, monetizable agency deliverables

• How to maintain and grow client trust when AI-generated content is everywhere

• What the future holds for content-driven agencies

Bio

David J Ebner is the President and Founder of Content Workshop, a story-first content marketing agency. While in graduate school, he assembled a collective of storytellers whose sole purpose was to use their storytelling skills to help brands create and convert an audience. That idea became Content Workshop in 2013.

After graduating from the University of Tampa with an MFA in Creative Writing, he authored the Amazon Best Seller: Kingmakers: A Content Marketing Story. In 2025, Content Workshop acquired Lush Concepts, a web and technology studio, to heighten storytelling through every aspect of a brand's digital and physical footprint. Today, David runs Content Workshop and Lush Concepts from their headquarters in Clearwater, Florida. He also serves as the treasurer for a national non-profit and roasts his own coffee.

Resources:

• Website: https://contentworkshop.com/

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

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

On this episode of The Innovative Agency Podcast Sharon Toerek is joined by Marcel Petitpas, CEO and co-founder of Parakeeto. Their conversation focuses on one of the most persistent and misunderstood challenges facing agency leaders today: profitability.

Often when margins feel tight, we blame pricing, overhead, or "the market." But even agencies with growing revenue can struggle to take home real profit. Marcel helps us look beneath the surface to uncover what's actually driving (or draining) your margins.

From breaking the habit of measuring success by revenue alone to identifying the operational decisions that quietly erode profit, this discussion is packed with practical guidance. If your agency's financial results don't reflect the effort you're putting in, this episode will help you understand why.

What you will learn in this episode:

• Why most agency profitability struggles aren't about pricing alone

• How to break free from the starving/indigestion cycle

• The critical "framework first" approach to profitability

• Common misconceptions about overhead, utilization, and pricing that lead agencies down the wrong path

• The surprising impact of utilization and delivery margin on your bottom line

• Tested strategies for recalibrating your client relationships, project scoping, and team structure

• What AI and advanced data practices mean for small and mid-sized agencies trying to future-proof their financials

Bio

Marcel Petitpas is the CEO & Co-Founder of Parakeeto, a company dedicated to helping agencies measure and improve their profitability by streamlining their operations and reporting systems, a problem he discovered while running his own agency back in his early 20's.

He's also the fractional COO at Gold Front, an award-winning creative agency in San Francisco working with brands like Uber, Slack, Keap, and more. As well as the head strategic coach at SaaS Academy by Dan Martell, the #1 coaching program for B2B SaaS businesses in the world.

In his work as a speaker, podcast host, and consultant, specializing in Agency Profitability Optimization, he's helped hundreds of agencies around the world improve profitability and cash flow in their business.

Resources:

• Website: www.parakeeto.com

• www.marcelpetitpas.com

• Agency Profitability Toolkit

• LinkedIn: https://www.linkedin.com/in/marcel-petitpas-20059588/

• Facebook: https://www.facebook.com/agencyprofitability

• Twitter: https://twitter.com/Parakeeto

On this episode of The Innovative Agency Podcast Sharon Toerek welcomes Christy and Whit Hiler of Cornett, for a candid conversation about what happens when leadership, legacy, and marriage all intersect.

As a married couple stepping into agency ownership, Christy and Whit share the real story behind succession and transition: the uncertainty, the high-stakes decisions, and the mindset shifts required to reimagine what ownership can look like.

They unpack how intentional decision-making became their anchor, how they strengthened culture while the ground was moving, and why betting on themselves ultimately became the catalyst for Cornett's next chapter of growth.

For agency leaders thinking about succession, entrepreneurs weighing a leap into ownership, or anyone building a business alongside a life partner, this episode pulls back the curtain with practical lessons, hard-earned clarity, and a refreshing dose of authenticity.

What you will learn in this episode:

• The unique journey of succession and ownership transition within a creative agency

• How internal leaders can position themselves for ownership

• Why intentionality and clear vision matter when growing and evolving an agency, and how those values show up in daily decision-making

• The power and necessity of building an authentic network

• How to get comfortable with putting yourself out there

• How fostering a collaborative and dynamic leadership team shapes the culture and trajectory of an agency

Bio

Christy Hiler is the owner/CEO of Cornett, an independent creative and strategy agency in Lexington, Kentucky. Her vision and drive have powered not only Cornett's growth (78% over the last three years), but also the rise of OwnIt—the movement she co-founded to spotlight and support women agency owners across the country. Christy's recent recognition includes Ad Age Small Agency Executive of the Year in 2025, Ad Age Leading Women in 2023, and Adweek Women Trailblazers in 2022. Under Christy's leadership, Cornett has also been recognized multiple times at the Ad Age Small Agency Awards and earned an impressive list of additional accolades.

Whit Hiler is ECD at Cornett in Lexington, Kentucky; a Kentucky Colonel; and a partner in Kentucky for Kentucky and Southern Socks. An Adweek Creative 100 honoree—once dubbed "the biggest weirdo in advertising"—his work has appeared in NPR, The New York Times, Fast Company, CNN, Adweek, and Ad Age.

Resources:

• Website: http://www.teamcornett.com/

• https://www.linkedin.com/in/christyhiler/

• https://www.linkedin.com/in/whithiler/

• https://www.linkedin.com/company/teamcornett/

• https://x.com/teamcornett

• https://www.facebook.com/teamcornett

• https://untilyouownit.com/

Branding is often treated like decoration. Something you polish after the "real" business decisions are made. But when agencies are navigating growth, mergers, acquisitions, or fundraising, that mindset can quietly erode value.

Today on The Innovative Agency Podcast, Sharon Toerek is joined by Marc Rust, CEO and Founder of Consequently Creative, to challenge that thinking head-on. Marc works with venture-backed and high-growth organizations, and has seen firsthand how intentional branding becomes a strategic asset, not a risk.

In this conversation, he breaks down why branding is far more than color palettes and logos, and how it plays a critical role in financial performance, culture, storytelling, and long-term enterprise value. Mark reveals how agency leaders can reposition branding as a true business driver; one that protects value, accelerates growth, and helps clients (and investors) see the real return behind creative strategy.

What you will learn in this episode:

• Why branding should never be an afterthought, especially during periods of business transformation

• How to communicate the direct link between brand value and a company's financial performance

• How to overcome client fears about creative risk and foster genuine agency-client collaboration

• Strategy for agencies to claim a unique market position and authority through focused elevator pitches

• The hidden business benefits of connecting creative, marketing, and sales teams

• Lessons from recent rebrands that reveal what works and what doesn't

Bio

Marc Rust is a brand strategist, TEDx speaker, and Founder of Consequently Creative—a creative consultancy that helps companies uncover the deeper story behind their brand and bring it to life with clarity and resonance. Marc works with private equity firms and high-growth ventures to shape messaging that doesn't just inform—it transforms.

He's known for helping teams see what they couldn't before: the hidden potential, the overlooked narrative, the emotional truth that makes a brand unforgettable. Fluent in French and fluent in metaphor, Marc blends strategic insight with creative instinct to craft brand experiences that move people and drive growth.

Whether he's guiding a rebrand, refining a founder's story, or distilling a complex vision into a single unforgettable line, Marc brings energy, empathy, and a sharp eye for what matters.

Resources:

• Website: https://consequentlycreative.com/

• Website: https://marcrust.com/

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

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

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