Build a Better Agency Podcast

Welcome to another can't-miss episode of Build a Better Agency! This week, host Drew McLellan explores a rapidly evolving strategy that has the potential to shake up the way agencies attract leads and position themselves as go-to experts. Joining Drew McLellan is returning guest Tom Schwab of Interview Valet, who brings groundbreaking insights on how artificial intelligence (AI) tools are influencing audience discovery and client acquisition. In this episode, Tom Schwab pulls back the curtain on how his team has leveraged AI tools like ChatGPT, Claude, and Perplexity to turn them into top referral sources for his business and their clients. He explains the shift he's seen in lead quality, why AI-driven traffic outperforms traditional SEO, and how podcasts—especially guest appearances on third-party platforms—are being indexed as trusted resources by these bots. If you've ever wondered how to ensure your agency shows up as a credible source when prospects turn to AI for recommendations, you'll find tons of applicable guidance here. Drew McLellan and Tom Schwab also dig into tactical approaches, including how to diversify your podcast and content topics, strengthen your brand's point of view, and make strategic use of storytelling to engage both traditional listeners and AI "audiences." You'll discover tips on optimizing your show notes, leveraging tools like SparkToro to understand audience behaviors, and measuring the true impact of your podcast outreach—ahead of the curve in our search-evolving landscape. Whether you're a podcast host, a guest on other people's shows, or simply interested in how AI is changing the marketing game, this episode is packed with actionable takeaways for agencies of all sizes. Tune in to hear how you can future-proof your thought leadership strategy and get found by the right prospects, right when they're searching for your expertise. 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: Leveraging AI as a modern referral source for agencies Optimizing podcast and long-form content for AI indexing The growing importance of context, point of view, and clarity in content Varying topics and voices to increase authority and reach with AI and audiences Using tools like SparkToro to identify where your ideal audience is searching Repurposing interviews and resources for maximum impact across channels Embracing transparency and specificity to attract high-quality, pre-qualified leads

Welcome to another thought-provoking episode of Build a Better Agency! This week, host Drew McLellan welcomes brand strategist and agency veteran Ulli Appelbaum to dive deep into the science of brand associations—a topic that's often referenced but rarely explored with the rigor it deserves. If you've ever struggled to quantify the value of your agency's or your client's brand, this episode will provide you with the data-backed frameworks and practical wisdom you've been searching for. Drawing on decades of experience across leading global agencies and his own consultancy, Ulli Appelbaum shares key insights from his new book, "The Science of Brand Associations: When Minds Win Markets." Together, he and Drew McLellan break down what brand associations really are, why they matter for long-term growth, and how emotional resonance and consistency are critical in embedding brands into consumer memory. Whether you're building brands for clients or shaping the reputation of your own agency, Ulli Appelbaum's science-based approach gives you the tools to move beyond gut instinct towards strategies that drive measurable results. The episode covers actionable strategies for identifying and cultivating the right brand associations, crafting memorable brand assets, and leveraging the power of emotional storytelling—even in B2B environments. You'll also learn how to use frameworks and scorecards to focus your branding efforts on what really matters, ensuring your brand stands out distinctly against competitors. Plus, the discussion explores why brands with strong association networks rebound faster from economic downturns and command higher price premiums. Don't miss this episode if you're ready to combine creativity and data in a way that elevates your agency's brand work—and your own brand presence—above the noise. By the end, you'll walk away with practical tools to guide both client conversations and your agency's growth, grounded in proven science rather than simple opinion. 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 science behind brand associations and why they matter Data-backed reasons brand associations drive growth and profitability How emotional impact and memory structure strengthen brands The power of consistency and distinctiveness in brand assets Using frameworks and scorecards to build effective brands The surprising resurgence and importance of brand characters Practical tools agencies can use to differentiate themselves and their clients

Welcome to another engaging episode of Build a Better Agency! This week, host Drew McLellan turns the spotlight inward to tackle a challenge many agency owners face but rarely confront: the chaos we unintentionally create within our own shops. Joined by productivity expert and business coach Amber De La Garza, this episode dives deep into the subtle ways agency leaders can become the source of their business's dysfunction—and, most importantly, how they can flip the script to become the calming force their teams need. Amber De La Garza brings years of hands-on coaching across diverse service industries, helping business owners recognize how their habits, decisions, and leadership styles ripple throughout their organizations. Together, she and Drew McLellan explore common pitfalls like inconsistent follow-through, the lure of firefighting, and the temptation to solve every problem yourself. They shed light on how these behaviors not only breed chaos but also undermine team empowerment and erode trust. Throughout their conversation, you'll hear actionable strategies for spotting and addressing the habits and leadership gaps that fuel ongoing fires. Amber De La Garza shares practical tools—from tracking your time (spoiler: you're spending it differently than you think!) to identifying recurring symptoms in your business and asking the all-important question: "How am I responsible for this?" The episode also encourages agency leaders to carve out sacred time for big-picture thinking and to support their teams in becoming more self-sufficient problem solvers. Don't miss this episode if you're ready to break the cycle of crisis mode, build a steadier agency environment, and reclaim the freedom and satisfaction that inspired you to start your business in the first place. By the end, you'll walk away with a renewed sense of ownership—not just over your agency's success, but over the culture and calm you create every day. 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: Recognizing your role in creating agency chaos Why consistency from leaders sets the tone for the team Strategies to empower employees to solve their own problems The critical importance of owners following their own systems Turning firefighting into long-term solutions How tracking time reveals hidden patterns and priorities Building agency culture through intentional, focused change

Welcome to a transformative solo episode of Build a Better Agency! This week, host Drew McLellan invites listeners to reframe how they view uncertainty, chaos, and change in the agency world. Drawing from both scientific research and personal stories—including a gripping childhood encounter with real fear—Drew McLellan explores why agencies feel paralyzed by unpredictability, and more importantly, how leaders can move beyond fear to thrive in today's rapidly shifting landscape. Listeners will discover why uncertainty is baked into agency life, why our brains crave control, and why periods of upheaval—from economic turmoil and technological breakthroughs to social unrest—can actually be seen as fertile ground for growth and innovation. Drew McLellan champions the concept of a "perpetual renaissance," encouraging agency leaders to harness rather than resist continual change and to build their businesses on adaptability, creativity, and community. Throughout the episode, Drew McLellan underscores the power of belonging and reciprocal support, likening the AMI community to a network of redwoods—each agency strengthened by connection with others. He shares actionable advice on showing up as both a teacher and a student in industry salons, generously exchanging knowledge and resources so everyone thrives amid uncertainty. Insights from neuroscience, evolutionary biology, and agency research come together with practical wisdom to reveal how leading through chaos isn't about control, but about learning to ride the storm—together. Don't miss this deeply encouraging and practical episode, especially if you're looking for ways to put fear aside and become the agency clients seek out for guidance and innovation. By embracing the value of community and the inevitability of change, you'll gain a new perspective on how to master—and even enjoy—the wild ride ahead. Join the conversation, connect with the AMI salon, and help shape the future of your agency in 2026 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: Embracing uncertainty as a constant in agency life Reframing fear of change into excitement for opportunity The power of community and collaboration for agency leaders Leveraging perpetual innovation and renaissance as a competitive edge The necessity of group learning and support to overcome decision paralysis Leading clients confidently through chaos and continual change Adopting a "giver's gain" mindset to strengthen agency networks and growth

Welcome to another insightful episode of Build a Better Agency! This week, host Drew McLellan is joined by returning guest Nicole Mahoney, an accomplished agency owner and thought leader renowned for her innovative work in collaboration within the travel and tourism space. Drawing on her 15 years of industry expertise, Nicole shares how strategic partnerships have propelled her agency to new heights—even during challenging times like the pandemic. Together, Drew McLellan and Nicole Mahoney dig deep into the multifaceted nature of agency collaboration, both with competitors and complementary businesses. Nicole reveals insights from her research, podcast, and her newly released book, breaking down the different types of collaborators—the promoters, doubters, and protectors—and why understanding these archetypes is key to building mutually beneficial relationships. They also explore how agencies can be more intentional with partnerships to drive growth, resilience, and innovation. Expect actionable frameworks, real case studies of cross-agency teamwork, and candid stories about what works (and what doesn't) when it comes to navigating collaborations—from RFP responses to co-hosting major events. Nicole introduces her proven "3C framework" for successful partnerships and shares how agencies can assess and operationalize collaboration as part of their strategic planning, especially heading into 2026. If you're rethinking how to strengthen your agency's network, improve client offerings, or simply want to learn from real-world examples of effective coopetition, this episode is packed with takeaways. Don't miss this opportunity to hear fresh perspectives on how working together not only benefits your agency, but helps build a stronger, more connected industry. 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: Building agency growth and resiliency through strategic collaboration Understanding the three types of collaborators: promoters, doubters, and protectors Operationalizing collaboration as an intentional business strategy Keys to effective partnerships: communication, commonality, and commitment Creating mutually beneficial relationships even with competitors (coopetition) Leveraging collaborations to diversify offerings and better serve clients Using partnerships to overcome resource gaps and win larger opportunities