The Innovative Agency

Sharon Toerek

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. 6d ago

    350. Scaling Through Acquisition, with Scott Brandon

    On this episode of The Innovative Agency Podcast, Sharon Toerek sits down with Scott Brandon, CEO and Founder of The Evoq Group, for a conversation about what it takes to scale an agency through acquisition instead of relying solely on organic growth.  From an unexpected transition out of law and into agency leadership, Scott shares how he transformed a small family agency into a growing portfolio of specialized businesses spanning search, social, Amazon, and production services. Scott details the real-world opportunities and challenges that come with growth through M&A, including how agency leaders can evaluate whether to buy or build new capabilities, navigate the risks that come with expansion, and protect the intellectual property that creates long-term value. If your agency is considering new paths to growth, or you've ever questioned whether acquisition could accelerate your competitive advantage, this conversation offers an insightful look at how strategic expansion can reshape the future of an agency.   What you will learn in this episode:    Why Scott pivoted from law to agencies, and how his unique background shaped his growth strategy How to evaluate whether acquisition or organic growth is right for your agency The operational complexities and advantages of maintaining distinct agency identities under one umbrella How to build and leverage IP inside a service business The critical role of talent development and cross-agency mobility in creating an attractive environment for high-performers The realities and requirements of funding acquisitions, from personal guarantees to access to capital What the current M&A climate means for small agencies Bio   Scott Brandon is CEO of The EVOQ Group, a strategic collective of independently owned, best-in-class marketing agencies created to challenge the traditional holding company model. He works closely with agency leaders and brands to drive growth through integrated strategy, performance marketing, creative development, and cross-disciplinary collaboration.   Through EVOQ, Scott champions a flexible model that brings together specialized agencies across brand strategy, PR, media, social, search, eCommerce, and production to deliver tailored, scalable solutions. His work is focused on helping independent agencies stay competitive, innovate, and unlock new growth opportunities in a rapidly evolving marketing landscape.   With decades of experience across the marketing ecosystem, Scott brings an operator's perspective on leadership, agency evolution, and what it takes to build and sustain momentum over time. He is an active voice in industry conversations around independence, growth, and the future of the agency model. Resources:   Websites: https://www.evoq.group/ https://brandon.agency/ LinkedIn Personal: https://www.linkedin.com/in/scott-brandon/ LinkedIn Business: https://www.linkedin.com/company/evoq-group/

    42 min

  2. May 20

    349. Winning the Agency Search, with Robin and Steve Boehler

    On this episode of The Innovative Agency Podcast Sharon Toerek welcomes Robin and Steve Boehler, co-founders of Mercer Island Group, for a candid conversation about what it takes for agencies to win in today's evolving business development landscape.  As the agency world becomes more crowded with independent shops and shifting buyer expectations, too many firms still rely on outdated assumptions, weak positioning, or the hope that referrals alone will sustain growth. The uncomfortable reality is if your agency is not discoverable, memorable, and clearly differentiated, you may never even make it into consideration. Robin and Steve join to unpack the changing dynamics of agency search, the tension between pitching and thought leadership, and why your website remains one of the most underutilized business development tools agencies have. If your agency has struggled to consistently attract right-fit opportunities, even in a market filled with potential, this episode offers practical insights and a much-needed wake-up call for agency leaders ready to sharpen their positioning and build a more sustainable path to growth. What you will learn in this episode:  How the business development landscape for agencies has shifted since the pandemic and what that means for independent shops today Why so many agencies miss the mark on their "front door" (their website) Why agencies struggle to stay top-of-mind for decision makers Common missteps agencies make with positioning and niching How to handle client restrictions on sharing past work for new business opportunities Strategies to get your agency on the radar of search consultants and prospects Bio Robin and Steve Boehler are Partners at Mercer Island Group (MIG), a leading marketing management consulting firm dedicated to fostering success for both marketers and agencies. As a top 5 agency search consultancy in the U.S., MIG specializes in matching the right clients with the right agencies across all disciplines—including creative, media, web, and PR—while also enhancing client-agency workflow, briefing, and creative evaluation processes. Robin brings a unique and highly sought-after perspective on client-agency effectiveness, honed through hundreds of sessions with executives from a "who's who" of corporations including Starbucks, Brooks Running, Amazon, Ulta Beauty, Discover Financial Services, Hannaford, Holland America Line, Zillow Group, and Elevance Health. She routinely collaborates with CMOs, crafting strategies for significant business challenges and expertly facilitating the crucial "meetings after the meetings" that guide clients to their ideal agency partners. Robin also counsels dozens of agencies annually on growth strategies, with her "Win More Business with Strategy" workshop credited for helping many secure their largest-ever clients. She is a frequent and respected speaker at industry events sponsored by organizations such as the ANA, 4As, Agency Management Institute and others. Steve Boehler is equally at home advising in a marketer's C-Suite or an agency's boardroom. He helps leading and aspiring agencies refine their positioning, execute strategy training, and provide critical pitch and RFP support. For marketers, Steve leads consulting teams on behalf of diverse clients such as Ulta Beauty, Hyatt, Nintendo, Kaiser Permanente, Microsoft, Seabourn, and Stop & Shop. His agency clients include notable names like BarkleyOKRP, Curiosity, Think Shift, and DEPT. Steve founded MIG after a distinguished career that included serving as a division president in a Fortune 100 company at just 32, and a decade in Brand Management at Procter & Gamble, where he led iconic brands like Tide and Pringles. Together, Steve and Robin offer unparalleled insight and expertise, making them invaluable resources for anyone navigating the complex world of marketing and agency partnerships. Resources: Website: https://migroup.com/ LinkedIn: https://www.linkedin.com/company/mercer-island-group/ Facebook: https://www.facebook.com/MercerIslandGroup/ It's Not About You: Winning New Business In A Crowded Agency World

    49 min

  3. May 13

    348. Operationalize AI Without the Chaos , with Matt Cyr

    On this episode of The Innovative Agency Podcast, Sharon Toerek welcomes Founder of Loop  Matt Cyr. Matt is answering the question: How do you move from talking about AI to actually making it work inside your business? He joins to cut through the noise around "AI operationalization" and bring some much-needed clarity to what's real.The truth is many agency leaders feel the pressure to adopt AI quickly, but what they're seeing internally is often fragmented. Scattered tools, unclear governance, and a lot of uncertainty about where to focus leads to frustration and risk. Matt shares real stories from the trenches, working alongside agencies that are navigating these exact challenges. He reveals what's actually working when it comes to integrating AI in a way that's practical, profitable, and aligned with how your agency already delivers value. What you will learn in this episode:  Why agency leaders across all sizes feel like they're falling behind with AI The real operational risks agencies face when team members "go rogue" with AI tools Why AI usage is unearthing old inefficiencies and forcing agencies to confront longstanding business problems Where the biggest opportunities for agencies lie Why focusing on your agency's data infrastructure now can unlock much greater value from AI down the road How to reframe the agency-AI relationship as a catalyst for doubling profitability and innovation without additional headcount Bio Matt Cyr is the Founder of Loop, an AI consulting firm that helps marketing agencies adopt AI in practical, human-centered ways. With nearly 30 years of experience on both the client and agency sides, Matt specializes in translating fast-moving AI capabilities into clear strategy, scalable implementations, and real business impact. A frequent speaker and writer on AI and marketing, Matt has presented at industry conferences, agency summits, and executive workshops, and publishes ongoing thought leadership focused on responsible AI adoption, the future of agencies and keeping humans fully "in the loop" as AI progresses. Resources: Website: https://loopagency.ai/ LinkedIn: https://www.linkedin.com/in/matthewfcyr/

    39 min

  4. May 6

    347. Turn Accessibility into Revenue, with Mike Barton

    This episode of The Innovative Agency Podcast tackles a conversation that every agency leader should be paying attention to, whether you realize it or not.  Digital accessibility is one of those topics that's easy to push down the priority list… until it becomes a legal issue, a lost opportunity, or a blind spot in your client strategy. And too often, agencies misunderstand what's required, underestimate the risk, or assume it's too complex to tackle.  Mike Barton from AudioEye joins this episode to turn confusion into clarity. He breaks down where agencies tend to get accessibility wrong, why compliance isn't as straightforward as it seems, and how overlooking it can quietly expose both you and your clients to serious legal consequences.  Mike shares how building accessibility into your process can strengthen your agency's value and differentiation. He offers practical, scalable tools and strategies that agencies of any size can implement without needing to be deeply technical.  What you will learn in this episode:  Why website accessibility is a real business opportunity for agencies and their clients, not just a compliance headache The current legal risks facing agencies when web accessibility isn't up to par The most common accessibility issues hiding on nearly every site How existing "accessibility helper" tools stack up against real-world standards The role of both automation and human expertise in closing your agency's accessibility gaps Where the trends in accessibility lawsuits and voluntary adoption are heading, and what that means for agency leaders betting on what's next Bio Mike Barton is a marketing and communications leader focused on making the internet more accessible. As VP of Corporate Communication & Content Marketing at AudioEye, he leads strategy, driving awareness through blogs, social media, PR, video, and digital storytelling. At Adobe, he shaped content and messaging for Experience Cloud, Creative Cloud enterprise, and Document Cloud. With expertise in customer engagement and industry storytelling, Mike excels at aligning business objectives with audience needs to craft narratives that resonate with C-suite leaders and decision-makers. Resources: Website: https://www.audioeye.com/ LinkedIn Personal: https://www.linkedin.com/in/omnibarton/ LinkedIn Business: https://www.linkedin.com/company/audioeye-inc/ WEBSITE ACCESSIBILITY CHECKER: https://www.audioeye.com/website-accessibility-checker/

    33 min

  5. Apr 29

    346. The Modern Agency Content Playbook, with Roger Nairn

    On this episode of The Innovative Agency Podcast, Sharon Toerek welcomes Roger Nairn, co-founder of JAR Podcast Solutions, to reveal why long-form content has become one of the most powerful tools for building trust, authority, and meaningful engagement in a fragmented digital landscape. Roger challenges the notion that shorter is always better and makes a compelling case for depth, authenticity, and consistency as the true drivers of connection. He details what separates forgettable content from shows that genuinely move the needle, how agencies can transform underperforming podcasts into storytelling assets that attract and retain the right audiences, and why "findability" is now just as critical as creativity. Roger also unpacks how agencies can measure real engagement, experiment with format innovation, and unlock new revenue streams while protecting and leveraging their unique intellectual property in an AI-driven world.  What you will learn in this episode:  Why long-form content is the antidote to low trust and short attention spans How podcasts are leading the charge Why the right podcast strategy can turn average engagement into deep connections with  brand Key questions agencies must ask to align podcasting with top-of-funnel and mid-funnel business goals How to choose the right medium based on your audience and industry data Techniques for reviving a stale podcast Why agency-owned IP is the next battleground for differentiation Bio As the Co-Founder & CEO of JAR Podcast Solutions, Roger spearheads growth transforming the way brands engage with audiences through immersive podcast storytelling. His approach is rooted in the belief that authentic, narrative-driven content can redefine brand-audience relationships, a perspective shaped by his two decades in advertising and client service. Roger's love of fostering happy clients and pioneering innovative engagement strategies has been instrumental in his journey. Under his leadership, JAR has risen to lead the branded podcast space, partnering with global brands to craft compelling video and audio experiences. Resources: Website: https://jarpodcasts.com/ LinkedIn Personal: https://www.linkedin.com/in/rogernairn604/ LinkedIn Business: https://www.linkedin.com/company/jar-podcasts/  Madison Avenue Makeover: The Transformation of Huge and the Redefinition of the Ad Agency Business

    34 min

  6. Apr 22

    345. Win the Post-Click Advantage, with Shamir Duverseau

    If your agency is still measuring success by clicks alone, you may be missing where the real opportunity begins.  On this episode of The Innovative Agency Podcast, Sharon Toerek chats with Shamir Duverseau, Managing Director of Smart Panda Labs, to explore what happens after the click… when a prospect lands, evaluates, and decides whether to trust you or to leave. It's a stage many agencies overlook, yet it's where revenue is either won or quietly lost. Shamir challenges the traditional, linear view of the customer journey and makes a compelling case for why the "post-click experience" deserves far more attention. He digs into the disconnect between what brands promise and what they actually deliver, and how that gap erodes trust faster than most agencies realize. What you will learn in this episode:  Why the post-click experience is so pivotal How to spot and fix the most common missed opportunities after the click The differences and similarities between B2B and B2C post-click journeys The psychology of trust-building in the consideration phase, and tactical ways to earn it The role of personalization and dynamic feedback in shortening the buying cycle Practical steps for integrating customer feedback continuously Bio Shamir Duverseau is co-founder and managing director of Smart Panda Labs, where he's responsible for business management, strategic development, and client strategy. He has worked across a number of industries, from travel to entertainment to technology, working with brands like Southwest Airlines, The Walt Disney Company, and NBC Universal.  During his 25 years in marketing Shamir has held leadership roles, overseeing everything from product management to digital strategy, including user experience design, web development, testing and web analytics. Prior to Smart Panda Labs, Shamir was the Senior Director of Digital Strategy and Services for Marriott International's Vacation Club Division. Resources: Website: smartpandalabs.com LinkedIn Personal: https://www.linkedin.com/in/shamirduverseau/ LinkedIn Business: https://www.linkedin.com/company/smart-panda-labs/

    35 min

  7. Apr 15

    344. Where Creativity Meets ROI, with Greg Beauchamp

    On this episode of The Innovative Agency Podcast, Sharon Toerek sits down with Greg Beauchamp, Founder of Bindery, for a thoughtful exploration of what it really means to build a modern creative agency. Greg has crafted a unique model,one that intentionally blurs the lines between original filmmaking and branded content. He's navigating how to honor creative ambition while still delivering consistent commercial results. Greg details the evolving role of creativity in today's agency landscape, from building emotionally resonant work for clients to investing in original intellectual property as a long-term growth strategy. He shares insights from scaling Bindery, including how his team balances client demands with the pursuit of independent creative projects and why that balance can become a powerful differentiator. What you will learn in this episode:  Why the traditional storytelling funnel is broken, and what agencies must do to capture attention in a fragmented landscape How blending original content with client campaigns can sharpen creativity The hard truth about balancing ROI with emotional resonance in agency work New approaches for embedding your agency team into client strategy Tactics for keeping collaborative chaos from derailing creative impact The nuanced art of choosing when to invest your agency's resources into original IP versus fee-for-service client work What agency leaders risk if they ignore the value and monetization potential of their own intellectual property Bio Greg Beauchamp is an Emmy Award-winning filmmaker, entrepreneur, and the Founder/CEO of creative agency and production studio, Bindery. Founded in 2012 in New York City, Bindery has been at the forefront of helping brands craft campaigns and content with cultural and commercial resonance. Informed by Greg's experience as an independent filmmaker, Bindery's success comes from its script to screen studio model, where strategy, storytelling, and production all create together under one roof - bringing big ideas to life for the likes of Apple, Nike, Walmart, and Land Rover. For his original projects, Greg won an Emmy for his work on ZION, a documentary film he premiered at Sundance and sold to Netflix. He produced the indie rom-com PLUS ONE (Executive Produced by Ben Stiller), which won the Audience Award at Tribeca. His current projects include ROWDY GIRL (HotDocs, HamptonsFF) and LATE BLOOMERS (SXSW). Greg is a supporter of Sundance Catalyst and the Oxbelly Retreat in Greece. A native Texan, Greg lives between NYC and East Hampton with his wife, Katia, and their 4 kids. Resources: Website: https://www.bindery.co/ LinkedIn Personal: https://www.bindery.co/ LinkedIn Business: https://www.linkedin.com/company/the-bindery/

    35 min

  8. Apr 8

    343. Designing Experiences That Stick, with Derek Gwaltney

    On this episode of The Innovative Agency Podcast Sharon Toerek welcomes Derek Gwaltney, CEO and Founder of Atlas Experiences, for a conversation about what it really takes to build lasting connections in a world dominated by digital noise. Derek shares his journey from the lottery industry into experiential marketing, and how that path shaped his perspective on engagement, loyalty, and trust. Derek shares why immersive experiences, when done right, go far beyond one-and-done excitement, and instead become powerful drivers of brand affinity and long-term relationships. He details how agencies of any size can design moments that resonate on a human level, while still delivering measurable business outcomes. What you will learn in this episode:  How unforgettable experiences drive authentic human connection to a brand The real force behind brand loyalty (hint: it is moving from transactional rewards to emotional memories) How agencies can deliver high-impact experiences, even when resources or budgets are limited What it takes to craft scalable events that make an impression, whether for 20 or 2,000 attendees Why experience marketing isn't just for travel or entertainment brands and which overlooked sectors can benefit most How smart partnerships and strategic alliances amplify the reach and power of experiential campaigns What agency leaders should know about the evolving expectations of younger audiences and unlocking future growth Bio Derek Gwaltney is the Founder and CEO of Atlas Experiences, an INC 5000 company ranked #33 nationally and #1 in Georgia, recognized as one of the fastest-growing businesses in America. In just six years, Derek has transformed Atlas from an entrepreneurial vision into a trailblazing experiential marketing powerhouse that creates once-in-a-lifetime prize experiences, large-scale promotions, and game show activations for some of the most recognizable brands and state lotteries in North America. Derek launched Atlas Experiences with a clear vision: to reimagine how brands and organizations connect with people by delivering authentic, emotional, and adventure-driven experiences that stand out in a crowded marketplace. His career in marketing and entrepreneurship, paired with an instinct for storytelling and consumer behavior, gave him the foundation to build a company that could scale rapidly while still delivering tailor-made, high-impact programs. Under his leadership, Atlas has pioneered a unique approach that combines travel, entertainment, creativity, and cultural immersion to create winning moments that inspire players and strengthen brand loyalty. Derek's entrepreneurial resilience, having built Atlas from the ground up in the wake of the global pandemic, underscores his commitment to innovation and growth. His ability to unite a talented team around bold ideas and flawless execution has been instrumental in scaling Atlas from a startup to a nationally recognized brand in experiential promotions. What sets Atlas apart is the relentless pursuit of authentic connections and measurable impact. Rather than delivering cookie-cutter promotions, Derek's team designs experiences that become stories participants will share for a lifetime whether it's a private concert in the Smoky Mountains, a cultural journey through Ireland, or a million-dollar game show. This focus on creating memorable, once-in-a-lifetime journeys has established Atlas as a trusted partner for lotteries, global brands, and entertainment companies alike. Derek's leadership also extends beyond business success. He champions a culture of creativity, collaboration, and purpose, encouraging his team to embrace bold thinking while engaging in community and social responsibility efforts. His personal story of building Atlas—through vision, persistence, and a drive to create meaningful impact—continues to inspire both his team and clients. Resources: Website: https://www.atlasexperiences.com/ LinkedIn Personal: https://www.linkedin.com/in/derekgwaltney/ LinkedIn Business: https://www.linkedin.com/company/atlasexperiences-llc/ Instagram: https://www.instagram.com/atlasexperiences/ YouTube: https://www.youtube.com/@atlasexperiences

    32 min
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5
out of 5
34 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
    299
  • Rating
    Clean
  • Copyright
    © All rights reserved.
  • Show Website
    The Innovative Agency

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