Build a Better Agency Podcast

Drew McLellan
  • 4.9 (290)
  • Entrepreneurship
  • Updated Weekly

Scale and grow your agency with better clients, invested employees, and a stronger bottom line, with Drew McLellan.

  1. 3d ago

    Episode 562 Burn the Old Playbook and Find Your Agency Tilt with Joe Pulizzi

    Get ready for an eye-opening episode of Build a Better Agency! This week, Drew McLellan is joined by the always generous and sharp Joe Pulizzi, author of "Burn the Playbook" and a longtime leader in the content marketing world. Together, they dig into some big questions facing agencies today: Why does the old way of doing things feel stale? How do you keep showing up—and standing out—when everything around you is changing at warp speed? You'll hear Joe Pulizzi make a compelling case for "leaning into your weirdness"—that special mix of obsession, expertise, and audience that sets your agency apart. He shares why going broad just doesn't cut it anymore and how being someone's favorite—even in a narrow niche—beats trying to be liked by everyone. Drew McLellan and Joe swap ideas for digging deep into your agency's true mission, trusting your team to help tell your story, and making sure your marketing is as good as what you create for clients (yes, really!). They dive into honest conversations about what's working, what's not, and how trust has become the secret sauce to building real, lasting relationships—especially in an AI-saturated, hyper-competitive moment. Joe also gets real about how to build your "board of life," the handful of people who support you, challenge you, and help keep you grounded as a leader.   If you're feeling the itch to shake things up—or just want some candid advice for making your agency more meaningful and resilient—this episode's for you. Walk away with a bunch of practical tips to rethink how you talk about what you do, rally your team, and create the kind of agency clients and employees can't help but trust.   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: Understand why the traditional content marketing model is breaking down under AI pressure and what agencies need to replace it with   Discover how to find your agency's content tilt, the recombination of existing expertise, passion, and audience that makes you unmistakably different Learn why being a generalist is increasingly dangerous and what becoming somebody's absolute favorite actually means for agency findability and growth  Find out why transparency and human vulnerability in your content build more durable trust than any feature list or capabilities deck ever could Understand why you should never try to build a community and what you should focus on doing instead Learn how to strategically assemble a board of life around you, including mentors, peers, and champions, with real intention and regular accountability Discover the less is more audit that helps agency owners eliminate scattered marketing efforts and double down on what actually moves the needle Learn why your individual employees, not your agency brand, may be your most powerful and most underleveraged marketing asset Get a practical starting framework for clarifying your agency's mission, cutting energy drains, and empowering your team to communicate with authority

  2. Jul 5

    Episode 561 Email Outreach that Works with Laura Lopuch

    Welcome to another can't-miss episode of Build a Better Agency! Drew McLellan sits down with Laura Lopuch, client and partner acquisition expert and creator of the WARM cold email methodology, to challenge everything you think you know about cold email outreach. If cold email is something you have written off as spammy, pushy, or simply ineffective, Lopuch has a fundamentally different approach that has already helped over 2,000 agency owners and solo service providers land high-value clients without feeling gross about it. In this episode, Laura walks through the four-part WARM framework, welcoming, addressing what's in it for the recipient, revealing yourself as the solution, and moving the conversation forward, showing exactly how to build a cold email that reads like a real human wrote it for one specific person. You'll learn why making 75 to 80 percent of your email about the recipient is the core principle that separates cold emails that get forwarded from ones that get deleted. If you've ever wondered how to reach a prospect who has never heard of your agency and actually get a reply, Lopuch's cold email system delivers a clear and repeatable answer. Laura and Drew dig into the tactical details that make this work in practice, from research strategies that uncover the right hook for each prospect, to subject line construction built around open loops and curiosity, to the follow-up sequence that most agency owners skip entirely. They also explore how to identify a prospect's driving motivator, the deeper goal that makes them willing to say yes before they have even finished reading your email. Whether you're an agency owner who has never tried cold email, someone who has tried it and given up after a round of silence, or a veteran looking to systematize new business outreach, this episode will reshape the way you think about reaching out to prospects. Tune in and discover why the right cold email does not feel cold at all. 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: Discover the four-part WARM framework and how each element works together to create a cold email that earns real replies Learn why making 75 to 80 percent of your email about the recipient, not yourself, is the single biggest shift that changes your results Understand how to identify a prospect's driving motivator and tie your pitch to an existing goal they are already pursuing Learn the research tactics that let you write personalized, relevant emails without spending hours hunting for details Find out why "are you interested?" is the most effective call to action for high-ticket agency services Discover the subject line approach that generates curiosity and open loops instead of getting ignored Learn how many follow-ups to send, when to send them, and what to say to keep the conversation alive Understand how to turn cold email into a predictable client acquisition system with clear inputs and consistent outputs Get the open rate and reply rate benchmarks you should be hitting when the WARM method is working correctly

  3. Jun 28

    Episode 560 Five Agency Trends You Cannot Afford to Ignore with Drew McLellan

    Welcome to another can't-miss episode of Build a Better Agency! This week, host Drew McLellan ditches the guest chair and goes solo to unpack the agency trends his team has been tracking for months, the trust shifts, the AI shake ups, and the consolidation chaos that are about to reshape how small and mid sized agencies compete over the next twelve to eighteen months. In this episode, Drew digs into why trust has become the most valuable and most personal currency an agency owns, and why businesses, not governments or media, are now the most trusted institution on the planet. You'll learn why the giant holding company mergers happening right now are quietly creating a massive opening for privately held independent agencies, and why CMOs at consolidated firms are desperate for more attention and craft. From there, Drew turns to the AI divide that is separating strategic agencies from production vendors, sharing real numbers on content time savings, pricing models, and why clients want smarter work, not cheaper work. He also covers why your team is staying put but quietly burning out, how account managers need to evolve into strategic advisors, and why agency trends in lead generation show more buyers finding agencies through search and AI than ever before. Whether you're trying to decide if it's finally time to commit to a niche, rethinking your pricing model, or just trying to figure out how to keep your best people from quietly checking out, this episode hands you a clear, practical playbook for the year ahead. Don't miss this one, grab a notebook and tune in. 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: Discover why trust has become the most valuable, most personal currency your agency can offer clients and employees alike Learn why massive holding company mergers are creating a rare opportunity for privately held independent agencies Understand the real divide AI is creating between strategic agencies and production vendors, and which side pays better Get the specific data on how AI is cutting content production time and why hourly pricing now works against you Find out why your team is staying longer but feeling more burned out, and what they actually expect from you in return Learn why account managers need to evolve into strategic advisors or risk becoming the most replaceable role in the agency Discover how specialized, niched agencies are reporting profit margins 10 to 20 points higher than generalists See the data on how prospects are finding agencies now, including the surge in AI and web search over referrals Get a practical, step-by-step playbook for positioning your agency as a strategic partner instead of a vendor

  4. Jun 21

    Episode 559 Essential Project Management Skills for Agencies with Danielle McCier

    Welcome to another insightful episode of Build a Better Agency! This week, host Drew McLellan is joined by seasoned project management expert Danielle McCier to shine a spotlight on one of the most critical—and sometimes underestimated—roles in any agency: project management. Together, they unpack how powerful project management isn't just about checking boxes, but about leading with clarity, protecting your agency's profit, and creating alignment across chaotic workflows. Danielle McCier shares her unique journey from the music industry to advertising operations, offering firsthand wisdom on how project management elevates agencies beyond glorified administration. She describes the evolution of her own role, distinguishing the difference between being a task-oriented admin and a proactive leader who wrangles multiple teams, deliverables, and shifting client requests. Listeners will come away with a deeper understanding of why clear communication, defined asks, and structured processes form the backbone of any successful project—and, by extension, the agency itself. This episode delves into actionable strategies for building trust internally, facilitating tough conversations, and managing expectations across creatives, account teams, and clients. Danielle McCier and Drew McLellan also discuss common pitfalls like assumption-driven burnout, the importance of sources of truth in organizing project details, and how systems don't stifle creativity—they enable it. If you've ever wondered when it's time to add a project manager to your team, how to hire for the right blend of hard and soft skills, or how to truly empower your agency's engine room, this episode is packed with hard-won advice. Get ready to walk away with a renewed appreciation for project management as the unsung hero of agency growth, culture, and sustainability. 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 evolving role of project management as a core agency function, not just an administrative task How detailed communication and clear processes drive better client and internal outcomes The critical importance of aligning expectations at every project stage Building trust through personalized relationships and consistent, candid conversations The project manager's influence in establishing and maintaining effective agency systems Recognizing and addressing burnout by clarifying roles, responsibilities, and workload Why great project managers embody leadership, emotional intelligence, and agency protection

  5. Jun 14

    Episode 558 What Agencies Need to Know About AI-Driven Global Recruitment with Noel Andrews

    Welcome to another can't-miss episode of Build a Better Agency! Drew McLellan hosts Noel Andrews, founder and CEO of Job Rack, for a deep dive into how AI recruitment is revolutionizing the hiring landscape. Andrews shares eye-opening insights about the dramatic changes agencies face when building teams in today's AI-powered world. In this episode, you'll discover how Andrews and his team are adapting their vetting processes as AI tools make traditional recruitment methods obsolete. You'll learn about the shocking reality that resumes are now largely AI-optimized, making them nearly useless for evaluation. If you've ever wondered how to identify genuine talent when candidates can use AI to generate perfect interview responses in real-time, Andrews reveals the specific questioning techniques and AI recruitment strategies that separate authentic candidates from those hiding behind technology. Andrews and Drew explore advanced tactics for evaluating AI fluency in candidates, including the critical importance of assessing judgment over technical skills. They discuss practical frameworks for writing outcome-focused job descriptions, conducting screen-sharing interviews, and probing deeper into candidates' real experiences to bypass AI-generated responses. Whether you're hiring your first international team member, expanding your leadership team, or simply trying to navigate the complexities of modern recruitment, this episode delivers actionable strategies for success. Tune in to master the art of hiring exceptional talent in an AI-driven 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: Discover why traditional resumes are now largely useless due to AI optimization and how to adapt your evaluation process Learn specific interview techniques to identify when candidates are using real-time AI assistance during conversations Master the art of outcome-based job descriptions that attract genuine talent while deterring AI-generated applications Understand how to evaluate AI fluency in candidates without being an AI expert yourself Explore advanced questioning strategies that bypass AI tools and reveal authentic candidate experiences Gain insights into hiring international talent for senior-level positions including directors and department heads Learn practical methods like screen-sharing interviews and the three-finger test to verify candidate authenticity Understand why focusing on judgment and decision-making processes matters more than technical outputs in AI recruitment

  6. Jun 7

    Episode 557 Agency Operations and Process Optimization with Trevor Foley

    Welcome to another episode of Build a Better Agency! This week, host Drew McLellan is joined by operations expert Trevor Foley for a deep dive into the nuts and bolts of agency operations—where profit is made or lost. With decades of experience across agency and client-side roles, Trevor Foley brings a practical, battle-tested perspective on how agencies can tighten processes, reduce chaos, and build more resilient businesses. Together, Drew McLellan and Trevor Foley unpack why project managers and producers are the agency's unsung heroes—and biggest missed opportunity when stripped of real authority. They discuss how clarity around roles and a return to a disciplined project management structure can swiftly eliminate internal confusion, empower teams, and boost profitability. You'll hear real-world examples of how this shift allowed organizations to streamline communication, reduce revisions, and keep client relationships strong. The conversation doesn't shy away from modern challenges, either. The duo addresses the proliferation of communication channels—a blessing and a curse—and offers actionable advice on consolidating tools and reclaiming a single source of truth within your agency. They also explore the evolving role of AI in agency life, not as a replacement for jobs, but as a means to optimize and automate tedious or repetitive tasks to let human talent flourish in strategic and creative roles. If you're ready to cut through operational noise, empower your team, and reclaim your agency's profitability, this episode will leave you with practical strategies you can implement right away. From better briefs to smarter AI use and truly collaborative—not chaotic—workflows, you'll walk away with a playbook for building an agency that's efficient, effective, and ready for whatever comes next. 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: Why project managers should be treated as the center spoke of operations, not traffic cops How to eliminate the communication chaos created by multiple platforms and channels The hidden costs of collaboration overload and how to streamline decision-making processes Why giving project managers real authority can immediately improve workflow efficiency How to audit your current operations to identify where time and money are bleeding The difference between collaboration and compromise in agency workflows Why AI amplifies existing processes rather than replacing roles in agency operations How to establish clear lanes of communication that scale with your team The operational frameworks that helped agencies like Lexus maintain premium standards

  7. May 31

    Episode 556 Key Insights from the 2026 Agency Edge Study with Susan Baier

    Welcome to another insightful episode of Build a Better Agency! This time, host Drew McLellan teams up once again with research partner Susan Baier from Audience Audit to unpack the findings from the highly anticipated 2026 Agency EDGE study. Together, they examine how AI is impacting agencies and, more importantly, the shifting expectations and priorities of agency clients in this rapidly changing landscape. Drew and Susan discuss how clients' attitudes toward AI have evolved dramatically over the past year. Gone are the days of uncertainty and secrecy—now, clients expect agencies to be transparent about their use of AI and, even more significantly, to serve as strategic guides and governance partners in the age of automation. The conversation explores three core client segments that have emerged: strategic stewards prioritizing brand protection, adaptive accelerators seeking innovation at speed, and performance pragmatists laser-focused on measurable outcomes. You'll hear why differentiation is more important than ever for agencies, especially as client expectations for sophisticated strategy, proactive guidance, and data-driven decision-making continue to rise. The hosts also highlight new business opportunities for agencies willing to lead on AI adoption, particularly in providing governance and integrating technology across the buyer's journey. If you want to understand what clients truly value today—and how your agency can step up to claim a central, irreplaceable role—this episode is essential listening. Packed with actionable insights, it's a must for any agency leader eager to thrive in the AI era and beyond. 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: Discover the three distinct client segments that define agency value in the AI era Learn why strategic leadership has become the top priority for agency clients Understand how AI has shifted from experimental to table stakes in just 365 days Master the art of challenging clients while maintaining strong relationships Develop frameworks for positioning your agency within specific value propositions Transform your account management approach from order-taking to strategic consultation Create differentiation strategies that separate you from generalist competitors Build client relationships that leverage AI while emphasizing human insight Implement governance strategies that protect brands while embracing innovation

  8. May 24

    Episode 555 The Mindset Shift Every Agency Leader Must Make with Drew McLellan

    Welcome to a pivotal solo episode of Build a Better Agency! This week, host Drew McLellan takes listeners on an honest and insightful journey through the real work of agency leadership, exploring the mental and emotional shifts required to move from talented employee or manager to confident agency owner. Drawing on more than 25 years of experience and candid stories from agency owners nationwide, Drew unpacks the identity shift every leader must make—from seeking permission and sticking to their craft, to taking full, radical responsibility for the outcome of their business. You'll hear powerful confessions from new owners as they share those "aha" moments when the weight of ownership finally hit home, from financial scares to difficult personnel decisions. This episode tackles three essential lenses that shape the growth of agency leaders: developing a growth mindset (inspired by Carol Dweck), evolving from technician to true entrepreneur (with a nod to Michael Gerber's E-Myth), and embracing an ownership mentality as described by Carrie Siggins' "Ownership Mindset." Drew provides actionable advice on shifting beliefs that hold leaders back, such as hesitancy around finances, reluctance to delegate, and resistance to uncomfortable decisions. Whether you're a new or soon-to-be owner, an emerging leader, or a veteran still wrestling with self-doubt, this episode is packed with practical steps, introspective challenges, and resources to help you own your power and build an agency you're truly proud of. Don't miss this empowering discussion. 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: Understand why the identity shift from employee to owner is the hardest part of the transition Learn the three critical lenses for developing an ownership mindset: growth mindset, role clarity, and responsibility ownership Discover the common triggers that make ownership feel real for most agency leaders Recognize why true leaders act like owners long before they own equity in the business Understand the difference between collaboration and abdication in leadership decisions Learn how to move from execution-focused to strategy-focused thinking as an owner Gain insights from real owner confessions about pivotal moments of realization Understand why financial literacy becomes critical when you truly own the outcomes Discover how accepting responsibility also grants you permission to change what's broken

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Scale and grow your agency with better clients, invested employees, and a stronger bottom line, with Drew McLellan.

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