The Innovative Agency

Sharon Toerek
  • 5.0 (35)
  • Business
  • Updated Biweekly

The Innovative Agency is a podcast that exists to help marketing agency leaders answer the question: "What's Next?". How are agencies staying on the cutting edge of marketing trends? How are they adapting their businesses to meet new business challenges in the agency world? Hosted by marketing law and intellectual property lawyer Sharon Toerek, we'll talk with agencies who are at the cutting edge of innovation and industry experts who have a front row seat to the practice of innovation in today's marketing, communications and creative agencies. The goal is to help listeners learn to look around the corner to spot their next opportunity. Sharon will share her expertise along the way about how to legally protect your agency's assets, and how to turn your agency's innovation into cash.

  1. 5d ago

    368. Building New Business Momentum, with Simone Mandel and Rachel Segall

    On this episode of The Innovative Agency Podcast Sharon Toerek welcomes Simone Mandel and Rachel Segall, co-founders of NBZ, to explore what it takes to build sustainable new business momentum.  Drawing on decades of experience across holding companies and independent agencies, Simone and Rachel share why agencies often struggle to market themselves as effectively as they market their clients, and what they can do differently. From strengthening your agency's brand and building a community around business development to maintaining momentum during lean times, this conversation offers practical strategies for agencies at every stage of growth.  What you will learn in this episode:  Why most agencies struggle to apply their own brand-building expertise internally What it really takes to get everyone "singing from the same songbook" The hidden power of having a clear agency identity (especially in an industry with over 88,000 competing voices) Practical low-budget steps to maintain momentum when business is slow and resources are tight Why specificity is the key to standing out in a saturated market The ways AI and community can act as great equalizers for both small and independent agencies Bio We're Rachel and Simone. We spent decades building brands and driving performance at the biggest agencies in the game. The more we learned the rules of entry, the more we wanted to rewrite the playbook for success. So we transformed our experience into a growth engine that helps small to midsize businesses compete with the big guys. We're not here to fix a broken system. We're here to help you keep pace in a fiercely competitive market by giving you an ownable brand, a winning growth strategy, and an expansive network. Resources: Website: https://www.nbzpartner.com/home LinkedIn: https://www.linkedin.com/company/nbz-partner/

  2. Sep 23

    367. The Artful Intelligence Advantage, with Park Howell

    On this episode of The Innovative Agency Podcast, Sharon Toerek sits down with Park Howell, Founder of Business of Story, consultant, and former agency owner, to explore how agencies can transform their intellectual property into a competitive advantage.  Park shares how his approach to "artful intelligence" helps agencies operationalize their expertise, strengthen storytelling, improve client outcomes, and unlock new revenue opportunities.  He also discusses why agencies shouldn't let fear of AI disruption dictate their future. Instead, they can harness emerging technologies to monetize their know-how, increase their relevance, and build stronger, more resilient agencies.  What you will learn in this episode:  Why most agencies struggle to monetize their intellectual property The untold power of operationalizing your agency's brand story using AI (or as Park Howell calls it, "artful intelligence") The critical difference between pushing your capabilities and pulling prospects in with demonstrated abilities in your new business pitches How to develop and license campaign IP, sidestepping the common pitfalls agencies face trying to productize their methods The overlooked role of "StoryOps" in driving agency revenue and client loyalty in a noisy, fast-changing landscape Bio Park Howell is known as The World's Most Industrious Storyteller, having grown purpose-driven brands by as much as 600 percent. He is an EMMY Award-winning, 40+ year veteran of the advertising industry and now consults, teaches, coaches, and speaks internationally to help business, sales, and marketing leaders excel through the stories they tell. He is the host of the popular weekly Business of Story podcast, which is ranked among the top 10% of downloaded podcasts in the world. Park published Brand Bewitchery in 2020 to help you use his proven Story Cycle System to craft spellbinding stories for your brand. In 2021, he co-authored The Narrative Gym for Business, a short 75-page guide on how to use the foundational narrative framework of the ABT (And, But, Therefore) to make you a more confident, compelling and persuasive communicator. Park recently launched the StoryCycle Genie™ to help business leaders craft a lucrative brand story strategy in minutes, not months, at a fraction of the cost of the old, traditional way of branding. Resources: Website: https://businessofstory.com/ LinkedIn Personal: https://www.linkedin.com/in/parkhowell/ LinkedIn Business: https://www.linkedin.com/company/7575384/ StoryCycle Genie: https://www.storycyclegenie.ai/ The Business of Story Podcast: https://businessofstory.com/podcast/

  3. Sep 16

    366. The Power of Brandformance, with Jacques Spitzer

    On this episode of The Innovative Agency Podcast Sharon Toerek sits down with Jacques Spitzer of Raindrop Agency to explore how agencies can bridge the gap between creativity and measurable results. Jacques shares Raindrop's unconventional journey from humble beginnings to helping launch billion-dollar brands and the lessons learned while navigating swift growth along the way. Jacques unpacks how to set clear client expectations, recognize patterns before challenges become problems, and communicate honestly when growth puts pressure on strategy and operations. He introduces his approach to "brandformance," bringing brand and performance marketing together to create stronger, more sustainable results.   For agency leaders looking to scale without sacrificing creativity, client trust, or business outcomes, this conversation offers valuable insight. What you will learn in this episode:  Why "brandformance" may be the untapped pathway for agencies caught between the pull of brand-building and the pressure for immediate results  The challenges (and unexpected rewards) of going from local service providers to national innovators without a traditional agency pedigree  The art and science behind setting client expectations before the first strategy session, and why saying "no" can be your most powerful business safeguard Why pattern recognition and historical context beat rigid formulas every time when deciding which clients and projects to accept How to use data, direct communication, and sometimes tough love to align your agency's ideas of success with your clients' Bio To some, Jacques Spitzer is a riddle, wrapped in a mystery, inside of some of the greatest performing commercials of all time. To those he works with, Jacques is a passionate leader, connector, and storyteller with an innate ability to build brands and create ideas that people love. His Four-time Emmy® award-winning agency, Raindrop, has generated billions of views and billions in campaign sales for powerhouse brands like Dr. Squatch, Native and Grüns and disruptive brands like Good Culture, Hello Panda, Graza, Magic Spoon and more. Raindrop's creative force has been showcased by their work on three Super Bowl campaigns and their recent execution of the largest brand launch in Procter & Gamble history for Spruce. As a champion for the next generation of disruptive companies, Jacques serves as a strategic advisor to high-growth CPG brands that Raindrop Ventures has uniquely helped launch and invested in, including Grüns, Laundry Sauce, ForAll, VitaWild, and Maeva. Resources: Website: https://raindrop.agency/ LinkedIn Personal: https://www.linkedin.com/in/jspitzer5/ LinkedIn Business: https://www.linkedin.com/company/raindrop-agency/ Website: https://www.jacquesspitzer.com/ Instagram: https://www.instagram.com/jacquesspitzer TikTok: https://www.tiktok.com/@jacquesspitzer Marketing People Love Podcast: https://podcasts.apple.com/us/podcast/marketing-people-love/id1642420328

  4. Sep 9

    365. The New Realities of Agency Biz Dev, with Stephanie Tillinghast

    On this episode of The Innovative Agency Podcast Sharon Toerek chats with Stephanie Tillinghast, Vice President of Business Development at Battery Agency, to explore what it really takes to drive sustainable agency growth while protecting the culture and creativity that make an agency unique.  Stephanie shares how Battery has turned business development into a true team sport using data, transparency, and open conversations about wins, losses, and lessons learned to keep the entire agency engaged.  As AI changes how quickly ideas can be developed and raises new questions around intellectual property, Stephanie shares her insights on how agencies can be more intentional about what they're willing to give away and how they communicate those boundaries with prospective clients.  From building a stronger business development culture to navigating the changing expectations of pitches and spec work, Stephanie offers practical insights agency leaders can use to grow with greater intention without losing sight of what makes their agency valuable in the first place.  What you will learn in this episode:  Why rapid agency growth often breaks your processes (and what to do about it) How transparency about wins, losses, and the reasons behind them can energize and rally your entire agency The power (and pitfalls) of sharing business development data and trends agency-wide How to become an indispensable partner to account teams Navigating the age-old question of spec work Why proactive, nuanced conversations about AI with clients are quickly becoming a non-negotiable for agency leaders Bio Stephanie Tillinghast is the VP Business Development at Battery, in their Los Angeles headquarters. With over 12 years of experience as a new business lead at advertising agencies, she thrives at the intersection of growth and creativity. Since joining Battery in 2024 as the creative shop's first-ever head of new business, the agency has achieved double-digit growth and Stephanie's leadership earned recognition from Campaign U.S. as New Business Development Team of the Year. Resources: Website: https://www.batteryagency.com/ LinkedIn: https://www.linkedin.com/in/stephaniefranko/

  5. Sep 2

    364. How Agencies Adapt to Industry Change, with Michelle Wintersteen

    This episode of The Innovative Agency Podcast welcomes Michelle Wintersteen, CEO and Founder of MKW Creative. Michelle unpacks the real costs of saying yes to too much, and why creative agencies, no matter how talented, often hit a wall when operational cracks start to show. Talent and creativity can fuel growth, but without the right systems, boundaries, and internal structure, that growth can quickly become unsustainable. Michelle shares lessons from navigating turbulent years in the agency world including why knowing when to say "no" can be just as important as knowing when to pursue an opportunity.  Michelle offers a candid look at what it takes to build an agency that can thrive for the long haul, all without sacrificing your agency's creative edge. What you will learn in this episode:  Why saying yes to every client request can undermine your agency's value and operational health How project management tools and operations leaders keep creative agencies profitable How boundaries with clients (and within your team) lead to better work, happier people, and accountability on both sides Moving from social-driven inbound clients to referral networks and deeper client relationships Why rethinking deliverables, like a return to print and tangible brand assets, could be your next competitive advantage Bio Michelle Wintersteen is the Founder and creative director of MKW Creative Co., an award-winning branding and design studio based in Cardiff-by-the-Sea, California. Since 2014, she's helped 250+ luxury, lifestyle, hospitality, and product-based brands go from overlooked to overbooked — building identities so recognizable they become brag-worthy. She's also the host of Kiss My Aesthetic, a podcast with 100K+ downloads dedicated to real-world branding, marketing, and creative entrepreneurship — no fluff, no gatekeeping. Resources: Website: https://mkwcreative.co/ LinkedIn Personal: https://www.linkedin.com/in/michelle-wintersteen/ LinkedIn Business: https://www.linkedin.com/company/mkwcreativeco/ Instagram: https://www.instagram.com/mkwcreative.co/  Community Group: https://app.heartbeat.chat/kissmyaesthetic/feed Podcast: https://app.heartbeat.chat/kissmyaesthetic/feed TikTok: https://www.tiktok.com/@mkwcreative.co

  6. Aug 26

    363. Turn Disruption into Agency Growth, with Russel Dubree

    On this episode of The Innovative Agency Podcast Sharon Toerek welcomes Russel Dubree, Founder of An Agency Story, to cut through the noise surrounding AI and explore what agency leaders should be focused on to build resilient, profitable businesses. As technology reshapes the agency landscape, Russel argues that AI isn't the existential threat many fear. Instead, it's a magnifier, exposing weaknesses in positioning, operations, pricing, and value delivery while creating new opportunities for agencies that have their fundamentals right. Russel details how agencies can better articulate the outcomes they create for clients, and why strong positioning may be an agency's greatest protection against uncertainty.  For independent agency leaders navigating relentless change, this conversation offers a grounded roadmap for turning disruption into opportunity and building an agency designed to thrive no matter what comes next.  What you will learn in this episode:  Why AI is NOT replacing the need for agency differentiation or strategic positioning The real opportunity for independent agencies to monetize their intellectual property and methodologies How the shift from activity-based to outcome-based compensation changes how agencies capture value and price services What agencies that successfully leverage AI are doing differently How meaningful metrics can become a growth engine in the age of AI disruption Bio Russel Dubree is a business coach guiding agency owners to build and grow their most ideal agency.  Resources: Website: https://anagencystory.com/ LinkedIn Personal: https://www.linkedin.com/in/russeldubree/ LinkedIn Business: https://www.linkedin.com/company/an-agency-story/ Instagram: https://www.instagram.com/anagencystory Live Workshop: https://anagencystory.com/agency-planning-workshop/

  7. Aug 19

    362. Essential Elements of Agency Growth, with Amanda DeVito

    On this episode of The Innovative Agency Podcast, Sharon Toerek chats with Amanda DeVito, Chief Marketing Officer of women owned and led Butler/Till, to explore how employee ownership, strategic specialization, and a culture of accountability have fueled the agency's remarkable growth. Amanda shares how treating employees as true partners creates an owner's mentality that strengthens trust, encourages innovation, and empowers people at every level of the agency to contribute to its success. She also digs into the role emerging technologies like AI and agentic advertising will play in the next chapter of agency growth, and why leaders need to approach disruption with both fearlessness and rigor.  This conversation offers a powerful reminder that sustainable growth starts with giving your people ownership, embracing innovation, and building a culture equipped to adapt. What you will learn in this episode:  Why independent agencies are facing a moment of both tremendous opportunity and deep uncertainty about the future of their business models The distinction between AI as a tool to improve operational efficiency and AI as a competitive differentiator in agency positioning What agencies that successfully leverage AI are doing differently Why intellectual property (IP) and proprietary methodologies offer a path to higher margins and long-term agency value in an AI-driven world A perspective on keeping grounded and serving clients' true needs in turbulent times Bio Amanda DeVito is Chief Marketing Officer at Butler/Till, responsible for driving strategic thinking, creative solutions, and innovation across the agency. As CMO, she is integral in setting the future course of the agency. Amanda has 20+years of experience assisting clients, agencies and brands generate effective results, with core competencies across Business/Disruption and strategy. Resources: Website: https://butlertill.com/ LinkedIn Personal: https://www.linkedin.com/in/amandadevito/ LinkedIn Business: https://www.linkedin.com/company/butler-till/

  8. Aug 12

    361. Defining Agency Growth From Every Angle, with Dominic Tremblay

    On this episode of The Innovative Agency Podcast Sharon Toerek welcomes Dominic Tremblay, co-founder and CEO of international creative agency Tux, for a conversation about what sustainable agency growth really looks like in an increasingly unpredictable market. As economic uncertainty, shifting client expectations, and rapid technological changes continue to transform the industry, Dominic explains how leading with intention, rather than reacting to every challenge, has helped Tux expand into new markets, embrace innovation, and build a lasting competitive advantage. From integrating AI and CGI into the agency's offerings to building a people-first culture that supports long-term success, this episode explores the strategic choices that separate agencies that merely survive from those that continue to thrive.   What you will learn in this episode:  Why growth for independent agencies demands more than just chasing big-name clients The evolving demands of agency business models amid shrinking budgets, the rise of value pricing, and persistent myths about AI making everything "cheaper" Why most clients don't actually care how many days you're in the office What it takes to build a talent-first team How intentional iteration is shaping the future of creative agency growth Bio Dominic Tremblay, Co-founder & CEO of TUX, is a creative leader and agency executive who helps brands grow through strategic creativity. With more than 20 years in marketing and advertising — on both the client and agency side — Dominic brings a rare dual perspective that bridges business objectives with bold, effective creative. He has led global campaigns, launched hundreds of products and services, and helped scale brands across categories by aligning strategy, execution, and storytelling under one cohesive vision. Resources: Website: https://tux.co LinkedIn Personal: https://www.linkedin.com/in/tremblaydom/ LinkedIn Business: https://www.linkedin.com/company/tux-creative-house/ Instagram: https://www.instagram.com/tuxcreative/

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5
out of 5
35 Ratings

About

The Innovative Agency is a podcast that exists to help marketing agency leaders answer the question: "What's Next?". How are agencies staying on the cutting edge of marketing trends? How are they adapting their businesses to meet new business challenges in the agency world? Hosted by marketing law and intellectual property lawyer Sharon Toerek, we'll talk with agencies who are at the cutting edge of innovation and industry experts who have a front row seat to the practice of innovation in today's marketing, communications and creative agencies. The goal is to help listeners learn to look around the corner to spot their next opportunity. Sharon will share her expertise along the way about how to legally protect your agency's assets, and how to turn your agency's innovation into cash.

Information

  • Creator
    Sharon Toerek
  • Years Active
    2018 - 2026
  • Episodes
    300
  • Rating
    Clean
  • Copyright
    © All rights reserved.
  • Show Website
    The Innovative Agency

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