263 episodes

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.

The Innovative Agency Sharon Toerek

    • Business
    • 5.0 • 31 Ratings

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.

    255. Agencies Ask! Our Answers to Agency FAQ’s About Client Contracts, with The Toerek Law Team

    255. Agencies Ask! Our Answers to Agency FAQ’s About Client Contracts, with The Toerek Law Team

    Intro
    Navigating client contracts can be daunting for agency owners. In this episode, join me, Sharon Toerek, and my colleagues from Toerek Law, as we tackle the most common and challenging questions about Master Service Agreements (MSAs), intellectual property rights, and other pivotal legal aspects that impact daily agency operations.
     
    What you will learn in this episode: 
     
    Understand the critical components of Master Service Agreements and how they protect your agency.
    Discover strategies to safeguard your intellectual property during client interactions.
    Learn the differences between MSAs and Statements of Work and how to manage them effectively.
    Find out how to handle jurisdiction and governing law in contracts to minimize risks.
    Get insights into negotiating fair indemnification and liability terms to balance client relationships.
    Explore effective ways to implement non-solicitation clauses to protect your agency's talent.
     
    Bio
     
    Sharon Toerek is Principal of Toerek Law, where she focuses her law practice on helping professionals in the advertising, marketing and creative industries monetize their intellectual capital, and manage the legal risks of their work. 
     
    Sharon provides proactive, strategic counsel to marketing agencies on legal issues they face continually in their work, including: agency-brand contracts, social media and content marketing legal compliance, and trademark and copyright protection.
     
    Samantha Jorden and Madeleine Shroyer are Associate Attorneys at Toerek Law/Legal + Creative conducting intellectual property assessments, securing trademark and copyright registrations, and drafting contract suites for marketing, public relations, and media buying agencies and corporate brand clients.



    Resources:
     
    Website: legalandcreative.com 
    LinkedIn: https://www.linkedin.com/in/sharontoerek/ 
    Twitter: https://twitter.com/SharonToerek
     

    • 39 min
    254.The Fundamentals of Agency Communication and Collaboration, with Jeff Swartz

    254.The Fundamentals of Agency Communication and Collaboration, with Jeff Swartz

    Intro 
    In this episode, Jeff Swartz, Founder of Ethic Advertising Agency, joins us to discuss the fundamentals of successful agency collaborations. Jeff shares his expertise on building trust and setting clear expectations in agency-client relationships, which is essential for navigating agreements and metrics effectively. Our discussion highlights the importance of clearly defining roles, maintaining respectful interactions, and avoiding selfish behaviors to ensure successful partnerships with both clients and other agencies. 
     
    What you will learn in this episode: 
     
    The importance of clearly defining roles and responsibilities in agency collaborations to prevent confusion.
    How to leverage strategies to avoid selfish behaviors in collaborations.
    How establishing thought leadership through educational content can enhance your agency’s client interactions.
    Gain insights into using humor and education in client communications to improve understanding and engagement.
     
    Bio 
    Jeff Swartz is an advertising entrepreneur, ad tech creator, and Founder and CEO of Ethic Advertising Agency and Qujam. Established in 2014, Ethic Advertising delivers hyper-targeted digital advertising solutions. Recently, Swartz's team launched Qujam, a do-it-yourself Geofence Advertising platform for small businesses.
     
    Resources:
     
    Jeff's LinkedIn: https://www.linkedin.com/in/jeffreymswartz/ 
    Ethic's Website: https://www.ethic-ads.com/ 
    Qujam's Website: https://qujam.com/ 
    Spiderweb Blog: https://www.ethic-ads.com/digital-advertising-spiderweb-effect/ 
    9 Reasons Why Advertising Doesn't Work ebook download: https://www.ethic-ads.com/9-reasons-advertising-doesnt-work-ebook/ 

    • 35 min
    253. Embedding Creativity at Your Agency’s Core, with Tom Shapiro

    253. Embedding Creativity at Your Agency’s Core, with Tom Shapiro

    Intro
     
    In this episode, we dive deep into the transformative power of creativity in the agency space. We’re joined by Tom Shapiro, CEO of Stratabeat, who shares his insights on leveraging creativity not just in campaigns, but across all facets of agency operations. Through this conversation, you will discover how breaking the creative mold can propel your agency to new heights.
     
    What you will learn in this episode: 
     
    How creativity helps agencies achieve results beyond what’s possible with traditional campaigns.
    Practical methods for embedding innovation within your team to drive growth.
    The role of challenging conventions to differentiate your agency in a competitive market.
    How fostering a culture that celebrates and encourages creative thinking can benefit your agency.
    Using a decision-making matrix to evaluate and prioritize innovative ideas effectively.
    Insights into nurturing client relationships through creative problem-solving techniques.
     
    Bio
    Tom Shapiro is CEO of Stratabeat, a B2B organic growth agency specializing in SEO, content strategy, content development, web design, and conversion optimization. Through his career, Shapiro’s clients have included market leaders such as Intel, GE, AT&T, Hewlett-Packard, Freshworks, and UnitedHealthcare. Previously, Shapiro was the Director of Digital Strategy at iProspect. 
     
    During his five years at the agency, the number of employees grew from 85 to 700+. Shapiro is the author of the books Rethink Lead Generation and Rethink Your Marketing, both available on Amazon.
     
    Resources:
     
    Website:https://stratabeat.com/
    LinkedIn Personal:https://www.linkedin.com/in/tomshapiro/
    Twitter:https://twitter.com/tomshapiro
    Book:https://tomshapiro.com/book-rethink-lead-generation/

    • 33 min
    252. How AI and Legal Strategy Can Shape Agency Success, with Sharon Toerek

    252. How AI and Legal Strategy Can Shape Agency Success, with Sharon Toerek

    Today, Sharon Toerek delves into the critical intersections of Artificial Intelligence (AI) and legal considerations in the marketing agency landscape. Drawing from her experiences and discussions at recent industry conferences, she shares key strategies and legal insights that every agency leader needs to navigate the evolving digital environment effectively.
     
    What you will learn in this episode: 
     
    Discover innovative revenue strategies that go beyond traditional business development.
    Understand the implications of AI in creating new business models.
    Learn about the latest trends in pricing and packaging services to maximize profitability.
    Explore effective techniques for niche development and positioning to stand out.
    The importance of succession planning and how to start the process.
    Uncover strategies for maximizing organic growth through deeper client relationships and strategic partnerships.
    Discuss crucial legal considerations, from client exclusivity expectations to the proper classification of talent and strategic alliances.
     

    • 17 min
    251. AI + Your Agency: Balancing Risks with Reward, with Sharon Toerek

    251. AI + Your Agency: Balancing Risks with Reward, with Sharon Toerek

    AI + Your Agency: Balancing Risks with Reward, with Sharon Toerek
     
    Intro
     
    The host of The Innovative Agency, Sharon Toerek, Founder of Toerek Law, sits with us in today’s solocast to unravel the complexities and dual-edged nature of Artificial Intelligence (AI) in the marketing world. As we explore the transformative effects of AI on agency operations, Sharon provides an in-depth analysis of both the opportunities it presents and the risks it poses.
     
    What you will learn in this episode: 
     
    How AI can dramatically enhance agency efficiency and profitability.
    Key legal considerations around Intellectual Property protection for AI-generated content.
    Insights into copyright issues specific to AI and human-created content combinations.
    The necessity of robust policies for managing AI use in agencies.
    Steps for integrating AI responsibly with a focus on legal compliance and confidentiality.
    Upcoming resources and tools to help agencies navigate the AI landscape effectively.
     
    Resources:
     
    Website: legalandcreative.com
    LinkedIn: https://www.linkedin.com/in/sharontoerek/
    Twitter: https://twitter.com/SharonToerek
     
     

    • 52 min
    250. Harnessing Transparency for Niche Success, with Colleen Gallagher

    250. Harnessing Transparency for Niche Success, with Colleen Gallagher

    Intro
    In this episode, Colleen Gallagher, CEO of OnWrd & UpWrd, reveals how her agency carved a niche in helping trade associations become industry leaders. Colleen shares several valuable lessons on using transparency and clear pricing strategies to not only attract the right clients but also to ensure agency growth and profitability.
     
    What you will learn in this episode: 
    The importance of selecting a niche to specialize in for enhanced agency focus
    How transparency in services and pricing can set an agency apart in a competitive market.
    The benefits of implementing a value-based pricing model to ensure profitability and prevent scope creep.
    Strategies for effectively communicating an agency’s value proposition to attract and retain ideal clients.
    Practical tips for reverse engineering successful projects to create replicable offerings.
    Insights into fostering client relationships that are based on trust and clear expectations.



    Bio
     
    Colleen Lerro Gallagher is the President and CEO of OnWrd & UpWrd. She uses her expertise in communications and advocacy, media relations and video and podcast production to help clients enhance their brand as an industry thought leader. At OnWrd & UpWrd, she works with clients to secure national and local media coverage, develop strategic communications plans and implement video and digital strategies to set them apart from the competition. She also serves on the Washington Women in Public Relations Board of Directors and the ASAE Communications Professionals Advisory Council.
     
    Prior to joining OnWrd & UpWrd, Colleen was a Vice President at Curley Company, a DC-based brand and advocacy PR firm. Before that she was the Vice President of Communications & Research for the Global Business Travel Association where she led and implemented award-winning PR campaigns, launched a broadcast studio and provided strategic input for the overall direction of the association. She also worked on the communications teams at the Biotechnology Industry Organization and the Consumer Technology Association. Colleen has a master’s degree in public communication from American University and a bachelor’s degree in journalism from the State University of New York College at Brockport.




    Resources:
     
    Website: https://onwrdupwrd.com/
    LinkedIn Personal: https://www.linkedin.com/in/colleen-lerro-gallagher/
    LinkedIn Business: https://www.linkedin.com/company/onwrd-upwrd
    Book: https://onwrdupwrd.com/qa/
     

    • 32 min

Customer Reviews

5.0 out of 5
31 Ratings

31 Ratings

Kbkleido ,

A must-listen for agency owners

Sharon does such a nice job of bringing her perspective and expertise to her episode and finding guests from a diverse background.

@coreyquinn ,

Insights for agency owners

This is a great podcast for agency owners looking for actionable insights to get to the next level. If this is you, I highly recommend listening!

Adarcus ,

One of the best! 👏

Excellent resource for all listeners! Sharon is a fantastic host, and her guests are some of the most informative in this space. It’s a must-listen podcast to hear these incredible conversations!

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