134 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 • 22 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.

    125. Navigating the World of Product Placement & Influencer Deals

    125. Navigating the World of Product Placement & Influencer Deals

    Real world products pop up in movies and TV shows all the time. But have you ever wondered what occurs behind the scenes to make those deals happen and to ensure that both the brand and the production are happy with the final product?

    Stacy Jones, CEO and Founder at Hollywood Branded, talks with me about the world of product placement and influencer campaigns.

    In this episode, we discuss:


    - How product placement deals work


    - The industry knowledge transfer required to scale a marketing agency


    - How COVID amplified the impact of product placement


    - New trends in influencer campaigns and partnerships

    Listen to Stacy’s podcast Marketing Mistakes (+ How to Avoid Them).

    To hear more from Innovative Agency owners, listen to The Innovative Agency podcast on Apple Podcasts, Spotify, or on our website.


    Listening on a desktop & can’t see the links? Just search for The Innovative Agency in your favorite podcast player.

    • 45 min
    124. The Power of Branding in B2B & B2C

    124. The Power of Branding in B2B & B2C

    Branding — it’s a much-discussed and often misunderstood topic within the marketing world. There are many clients out there who don’t invest in it because they don’t believe it provides ROI. But the truth is, given time, it can deliver tremendous impact to the bottom line.

    Todd Irwin, Chief Creative Officer and Founder at brand x, chats with me about the power of branding and how it builds trust.

    We discuss:


    - How B2B companies perceive the brands of the people that sell to them


    - How branding agencies can work more effectively with other agencies


    - Why brand should start internally


    - What to do when rebrands go wrong


    To hear more from Innovative Agency owners, listen to The Innovative Agency podcast on Apple Podcasts, Spotify, or on our website.


    Listening on a desktop & can’t see the links? Just search for The Innovative Agency in your favorite podcast player.

    • 36 min
    123. How a Shifting Data Landscape Impacts Agencies

    123. How a Shifting Data Landscape Impacts Agencies

    In the last 10 years, there has been a 5,000% increase in the amount of data that exists.

    This data explosion presents a challenge for brands and agencies alike — if you don’t understand what to prioritize, you could be spending a lot of time and money using data incorrectly.

    Our latest guest, Brandon Starkoff, CEO at Transparent, has the experience and insights to help you avoid such costly mistakes. He joins the show to explain today’s shifting data landscape and how you can make the most of it.

    In this episode, we discuss:


    - Why focusing on your core business will ensure you prioritize the right data


    - Why brand is important, but secondary to customers


    - The future of first-party data

    To hear more from Innovative Agency owners, listen to The Innovative Agency podcast on Apple Podcasts, Spotify, or on our website.


    Listening on a desktop & can’t see the links? Just search for The Innovative Agency in your favorite podcast player.

    • 34 min
    122. Growing Profitability & Expertise in a Niche

    122. Growing Profitability & Expertise in a Niche

    Some think that being everything to everybody drives success for a marketing agency. But the truth is that there are far more advantages to finding a niche and growing your expertise.

    Alex Membrillo, CEO of Cardinal Digital Marketing, joins me to share why you should niche down and how to go about doing it.

    Topics covered:


    - Choosing to focus on the healthcare industry


    - Creating opportunities for authority building and thought leadership


    - Developing a proprietary data analytics tool

    To hear more from Innovative Agency owners, listen to The Innovative Agency podcast on Apple Podcasts, Spotify, or on our website.


    Listening on a desktop & can’t see the links? Just search for The Innovative Agency in your favorite podcast player.

    • 23 min
    121: The Challenges of Live Sports Marketing in a Pandemic

    121: The Challenges of Live Sports Marketing in a Pandemic

    Out of every crisis comes opportunity.


    When live sports came to a halt in March of last year, sports marketing agencies had to scramble to find new opportunities to bring value to their clients all while supporting a heavily impacted industry.


    In today’s episode, Michael Neuman — Founder, EVP, & Managing Partner of Scout Sports and Entertainment — talks with me about driving innovation in chaotic times.


    Topics we cover:



    - Tracking lost client value and understanding changing fan behavior



    - Pivoting to new opportunities



    - The challenges of an agency leader in a vulnerable industry



    - Changes that will remain moving forward


    To hear more from Innovative Agency owners, listen to The Innovative Agency podcast on Apple Podcasts, Spotify, or on our website.


    Listening on a desktop & can’t see the links? Just search for The Innovative Agency in your favorite podcast player.

    • 46 min
    120: Alcohol, Sports Gambling, & Cannabis: Marketing in Highly Regulated Industries

    120: Alcohol, Sports Gambling, & Cannabis: Marketing in Highly Regulated Industries

    When COVID hit, experiential marketing agencies specializing in in-person events were forced to adjust.



    In this episode, Rick Kiley and Jeff Boedges, Partner and Managing Partner, respectively, at SoHo Experiential, share how they were able to leverage the networks they had in place to pivot their business.



    What we talked about:



    - How COVID accelerated changes to their business



    - Educating clients on delivering high-quality, virtual experiences



    - Finding a new revenue stream with marketing sports book gambling



    -Opportunities in cannabis marketing



    To learn more about the topics discussed in this episode, email Rick (rick@sohoexp.com) or Jeff (jeff@sohoexp.com) or listen to their podcast, The Green Repeal.



    To hear more from Innovative Agency owners, listen to The Innovative Agency podcast on Apple Podcasts, Spotify, or on our website.



    Listening on a desktop & can’t see the links? Just search for The Innovative Agency in your favorite podcast player.

    • 51 min

Customer Reviews

5.0 out of 5
22 Ratings

22 Ratings

Otis 2 ,

A Must Listen for Agencies large and small

I tip my cap to Sharon and the team behind The Innovative Agency for tackling the tough topics of the day. Sharon’s approach to drilling into real time solutions combined with the personal insights from a variety of advertising, marketing and digital experts makes for a truly compelling listen. I highly encourage those who want a finger on the pulse of agency life to subscribe.

Rayv22 ,

Willingness to Change

What a wonderful discussion about diversity, equity and inclusion - and the LEAP stratgy. I am so pleased to have listened and learned. Thank you, Sharon, for providing such powerful content!

JoshCrist ,

Empowering, insightful and actionable! 🙌

Whether you’re well established as an agency owner, or just getting started carving out a profitable niche that’s ready to grow - this is a must-listen podcast for you! Sharon does an incredible job leading conversations that cover a huge breadth of topics related to the ins and outs of building a thriving business, and life you can be proud of - with leaders who’ve actually experienced success themselves. Highly recommend listening and subscribing!

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