Agency Bytes – Details, episodes & analysis

In episode 081, I sit down with David C. Baker, a renowned consultant, author, and speaker in the advertising agency world. We explore David's journey from grad school to founding his consultancy, Punctuation, and later bringing his son into the business. David shares key traits that drive successful agencies—courage, discipline, strategic positioning, and effective team management. We discuss business resets, lead generation, and the science behind agency positioning, along with the advantages of running an agency with future acquisition in mind. Beyond business, David talks about his personal passions like motorcycling, woodworking, and photography. Tune in for valuable insights into managing and scaling a creative agency.

Key Takeaways

• Courage and discipline are key traits for agency leaders • Positioning is crucial for agency success and requires testing and refinement • Running an agency as if you're going to sell it can lead to better overall performance • Woodworking, motorcycle racing, and photography are David's hobbies • Stop things that no longer serve you and simplify your life

Chapters

00:00 Introduction and Background 03:07 The Importance of Courage and Discipline in Agency Leadership 06:29 The Process of Positioning and Testing 11:17 Keys to Making an Agency Attractive for Sale 15:16 David's Hobbies: Woodworking, Motorcycle Racing, and Photography 18:20 Advice for Agency Owners: Stop and Simplify

David C. Baker is an author, speaker, and advisor to entrepreneurial creatives worldwide. He has written 6 books, advised 1,000+ firms, and keynoted conferences in 30+ countries. His work has been discussed in the Wall Street Journal, Fast Company, Forbes, USA Today, BusinessWeek, CBS News, Newsweek, AdWeek, and Inc. Magazine. He lives in Nashville, TN. His two most recent books are at http://www.expertise.is and https://www.tradecraft.is His work has also been featured in the NY Times, where he was recently referred to as “the expert’s expert”. He co-hosts the most listened-to podcast in the creative services field (2Bobs).

Contact David on his website, or LinkedIn, or learn about his MYOB Conference.

In episode 080, I had a great conversation with Kevin Rapp, co-founder and chief creative officer of Ultra Friends. We dive into the exploitation of creatives and the crucial role of valuing creativity in business. Kevin shares his journey from working in agencies and studios to going in-house at a fast-growing startup, where he learned to focus not just on the craft, but on delivering real value to the business.

We discuss why creatives should stop pitching for free and start advocating for the true worth of their work. Kevin’s key takeaway? Understand and confidently articulate the immense value that creativity brings to the table.

This episode is a must-listen for any creative professional looking to elevate their impact and take control of their worth in the business world!

Key Takeaways

• Creatives need to shift their focus from the craft alone to delivering value to the business. • Pitching for free devalues creativity and sets an unhealthy dynamic in client relationships. • Understanding and articulating the true value of creativity is crucial for success. • Advocating for fair compensation and valuing creativity leads to better career opportunities and financial growth.

Chapters

00:00 Introduction and Background 03:30 Transitioning from Agency to In-House Startup 06:09 Shifting the Focus to Value and Business Impact 09:55 Starting Ultra Friends and Optimizing Creative Content 15:05 The Importance of Not Pitching for Free 20:59 The Devaluation of Creativity and Self-Worth 26:00 Setting the Tone and Advocating for Fair Compensation 31:53 Understanding and Articulating the True Value of Creativity

Kevin is the co-founder and Chief Creative Officer of the creative agency Ultra Friends. He's an accomplished creative leader with almost two decades of experience in the field. And he's built a mild reputation for himself by shouting into the internet void on Linkedin.

Contact Kevin on his website.

In episode 070, I got to dive into the world of agency mergers and acquisitions with Jonathan Baker, the head of the M&A practice at Punctuation. Jonathan uncovers the secrets behind successful deals in the marketing services industry, shedding light on common pitfalls like leadership changes and cultural mismatches that can derail even the most promising mergers.

Discover the key elements that make an agency stand out to potential buyers, including the power of recurring revenue and strategic positioning. Jonathan shares his expert insights on valuation and talks through the sellability index, a tool that helps agencies measure their readiness for acquisition.

We explore the latest trends in M&A, the art of succession planning, and why it's crucial for founders to delegate and step back from daily operations. Whether you're looking to buy, sell, or simply learn more about the dynamics of agency mergers, this episode is packed with valuable information and actionable advice.

Bytes of Interest

• Factors that can cause deals to fail include leadership changes and cultural fit issues. • Recurring revenue and positioning are important factors in making an agency attractive for acquisition. • Valuation should be done annually as part of the business planning process. • The sellability index can help agencies track their progress towards becoming sellable. • Trends in M&A include a higher number of interested buyers than sellers. • Succession planning should consider factors such as age, long-term goals, and the presence of a capable successor. • Founders should delegate and extract themselves from day-to-day operations to enable growth. • Personal goals and fulfillment should guide business decisions.

Chapters

00:00 Introduction and Background 02:11 Factors that Impact the Success of M&A Deals 05:59 The Importance of Recurring Revenue and Positioning in Agency Acquisition 08:41 Valuation and the Sellability Index: Tools for Agency Planning 19:58 Succession Planning: Considerations for Founders 22:38 Delegation and Growth: Extracting Founders from Day-to-Day Operations 25:02 Aligning Business Decisions with Personal Goals

Karl Sakas helps digital agency owners ‘Work Less’ and ‘Earn More’… while rewarding their best employees. Drawing on his background in agency operations, Karl has personally advised hundreds of agencies on every inhabited continent. An international speaker, he is the author of three books—including 'Work Less, Earn More'—and more than 400 articles on agency management. When he’s not helping clients, Karl volunteers as a bartender on an antique train.

Contact Karl:

Articles: https://sakasandcompany.com/adding-new-services/

Freebies: https://sakasandcompany.com/free-resources-for-agencies/

Book: https://worklessearnmorebook.com/

Workshop: https://sakasandcompany.com/agency-lead-gen-training/

In episode 070, I got to dive into the world of agency mergers and acquisitions with Jonathan Baker, the head of the M&A practice at Punctuation. Jonathan uncovers the secrets behind successful deals in the marketing services industry, shedding light on common pitfalls like leadership changes and cultural mismatches that can derail even the most promising mergers.

Discover the key elements that make an agency stand out to potential buyers, including the power of recurring revenue and strategic positioning. Jonathan shares his expert insights on valuation and talks through the sellability index, a tool that helps agencies measure their readiness for acquisition.

We explore the latest trends in M&A, the art of succession planning, and why it's crucial for founders to delegate and step back from daily operations. Whether you're looking to buy, sell, or simply learn more about the dynamics of agency mergers, this episode is packed with valuable information and actionable advice.

Key Takeaways

• Factors that can cause deals to fail include leadership changes and cultural fit issues.

• Recurring revenue and positioning are important factors in making an agency attractive for acquisition.

• Valuation should be done annually as part of the business planning process.

• The sellability index can help agencies track their progress towards becoming sellable.

• Trends in M&A include a higher number of interested buyers than sellers.

• Succession planning should consider factors such as age, long-term goals, and the presence of a capable successor.

• Founders should delegate and extract themselves from day-to-day operations to enable growth.

• Personal goals and fulfillment should guide business decisions.

Chapters

00:00 Introduction and Background

02:11 Factors that Impact the Success of M&A Deals

05:59 The Importance of Recurring Revenue and Positioning in Agency Acquisition

08:41 Valuation and the Sellability Index: Tools for Agency Planning

19:58 Succession Planning: Considerations for Founders

22:38 Delegation and Growth: Extracting Founders from Day-to-Day Operations

25:02 Aligning Business Decisions with Personal Goals

Punctuation is a small advisory practice working exclusively with small- to mid-sized independent marketing services firms. Founded by industry veteran David C. Baker, Punctuation helps firms with positioning, lead generation, benchmarking, valuation, and succession planning.

Jonathan heads up the M&A practice at Punctuation. He has worked on dozens of deals both inside and outside the industry and brings a unique perspective as a fellow owner who has gone through the process himself.

He graduated from Emory University’s Goizueta Business School in 2005. His career began working at a small boutique marketing strategy consultancy. There, he was able to do marketing strategy and positioning work for many well-known Fortune 500 CPG companies.

In 2011, he left to start a craft brewery, Monday Night Brewing where his focus was on marketing, sales, and taprooms. After helping his business partners grow to 180+ employees and numerous locations, Jonathan stepped away from the day-to-day to head up the M&A practice for Punctuation.

He loves cocktails, music, and hiking, and lives in Atlanta with his wife, two kids, and entitled rescue Australian Shepherd, Oscar Snugs.

Contact Jonathan:

Website: https://punctuation.com/

Personal LinkedIn: https://www.linkedin.com/in/jonathandavidbaker/

Company LinkedIn: https://www.linkedin.com/company/wearepunctuation/

Podcast: https://punctuation.com/insights/

In episode 069, I had the pleasure of chatting with Taylor McMaster, the founder of Dot and Co. Taylor shares her inspiring journey from launching her own agency to revolutionizing it into a fractional account management service for other agencies. Her story is full of valuable insights and lessons for anyone in the industry.

Taylor dives into the importance of proactive communication and strategies for expanding client accounts. She sheds light on the often daunting task of hiring and training account managers, revealing the incredible advantages of outsourcing this crucial role. Her advice to agency owners? Hire individuals who complement your weaknesses rather than those who mirror your strengths.

But it's not all business! Taylor also shares her passion for golfing and how she recently integrated a fractional sales director into her company, adding a new layer of expertise to her team.

Join us for this exciting conversation with Taylor McMaster, filled with actionable tips, personal anecdotes, and a fresh perspective on agency growth and management.

Key Takeaways

• Proactive communication is crucial in account management to keep clients informed and satisfied.

• Outsourcing account management can help agency owners focus on other aspects of their business and achieve a better work-life balance.

• Hiring account managers who complement your weaknesses can lead to a more well-rounded team.

• Golfing can be a fulfilling hobby and a way to relax and recharge.

• Bringing in a fractional sales director can provide expertise and support in growing your business.

Chapters

00:00 Introduction and Background

02:49 Starting Dot and Co and the Genesis of the Fractional Model

08:31 Integrating Account Managers into Agency Culture

11:36 Stepping into Existing Systems and Optimizing Processes

22:26 Personal and Professional Insights

25:06 Rapid Fire Questions

27:39 Valuable Business Advice

Taylor McMaster is the founder of DOT & Company where she and her team help digital marketing agencies keep their clients happy—and keep agency owners focused on what they do best—with full-service client account management (CAM) services.

Taylor leads a team of Client Account Managers at DOT & Company, training the CAMs to work with different agencies. To date, they have helped dozens of digital marketing agencies free up their time to prioritize the money-makers in their businesses, while the DOT & Co. team ensures their client experience is smooth like butter.

She is also the host of The Happy Clients podcast, where she interviews top names in the industry, diving deep into what makes clients happy in the agency world.

Contact Taylor:

Press: www.dotandcompany.co/press Email: taylor@dotandcompany.co Website: www.dotandcompany.co Podcast: www.dotandcompany.co/podcast Facebook: https://www.facebook.com/dotandcompany Linkedin: https://www.linkedin.com/in/taylormcmaster/ Instagram: https://www.instagram.com/dot_and_company/ YouTube: ​​https://www.youtube.com/channel/UC9_2hri1R1uaNTGeZr0Oyxg/ X: ​​https://X.com/CompanyDot

In this episode, I had the pleasure of chatting with Anne Green, the CEO of GNS Business Communications. We met in an airport lounge and talk about the value of putting oneself “out there” to meet new people and discover new opportunities. Anne shares her journey to becoming CEO, revealing her unique leadership style rooted in compassion and empathy. We dive into the challenges of leadership and the importance of overcoming the 'us versus them' mentality.

Anne opens up about the value of curiosity, enthusiasm, and making meaningful connections in the agency world. We explore the significance of understanding one’s purpose and staying focused amidst rapid technological changes. Anne stresses the importance of agencies revisiting their culture, mission, and values to stay aligned and impactful.

Our conversation also highlights the need for trust-building, inclusivity, and open communication within organizations. Anne’s leadership style, characterized by vulnerability and openness, fosters an environment where team members feel comfortable speaking up. We wrap up by discussing the importance of self-compassion and finding joy in the dynamic world of agency life.

Join us for an engaging and insightful discussion with Anne Green, filled with practical advice and heartfelt reflections on leadership and agency dynamics.

Key Takeaways

• Transitioning to a CEO role requires learning leadership at scale and managing a collaborative matrix style.

• A leader's style should be warm, empathetic, and open, with a focus on being of service and making connections.

• Resisting the 'us versus them' mentality is crucial in both internal agency dynamics and agency-client relationships.

• Compassion and empathy are essential in understanding and supporting clients, as well as fostering a positive agency culture.

• Curiosity and enthusiasm are key traits for agency leaders, as they drive learning, collaboration, and problem-solving. Understanding purpose and staying focused is crucial in the face of technological advancements.

• Agencies should revisit their own culture, mission, and values to stay relevant.

• Trust-building, inclusivity, and open communication are essential for a strong and effective organization.

• Leadership should embrace vulnerability and openness to create an environment where people feel comfortable speaking up.

• Self-compassion and enjoying life are important for personal fulfillment in the agency industry.

Chapters

00:00 Introduction and Background

05:33 Transitioning and Learning Leadership at Scale

14:23 Resisting the 'Us Versus Them' Mentality

27:39 Building Trust and Fostering Inclusivity

36:54 Self-Compassion and Enjoying Life in the Agency Industry

Anne Green taps 30 years of experience in integrated marketing communications in her role as CEO and partner at G&S Business Communications. She is responsible for ensuring excellence across all areas of agency performance and operations, from client service to the agency’s integrated offerings to cultivating a vibrant and growth-oriented culture. Anne was previously President and CEO of CooperKatz & Company, Inc., an award-winning agency she helped to build for more than two decades before it was acquired by G&S in 2018. She began her career with Burson-Marsteller in New York City. In her alternative lives, she would be a singer or literature professor - but agency life ensures she's always creatively engaged.

Connect with Anne on the G&S Communications website or LinkedIn.

In episode 067, I had an enlightening conversation with Jenny Magic, founder and author of "Build Better Change." We delved into the tough but crucial challenges of implementing internal change within organizations and explored how agencies can play a pivotal role in fostering adoption. Jenny passionately emphasizes the significance of building long-term client relationships and partnering through the change and adoption journey.

Jenny sheds light on the necessity for agencies to identify potential roadblocks early and engage in difficult conversations upfront to ensure smooth implementation. She shares invaluable tips, such as validating project needs with multiple stakeholders, conducting confidential inquiry interviews to uncover hidden challenges, and prioritizing trust and rapport with clients. Jenny also underscores the importance of empathy, employee engagement, and psychological safety within organizations.

This episode is packed with practical advice and insights for agencies looking to drive successful change and make a lasting impact. Don’t miss out on Jenny’s expert strategies and thoughtful perspectives!

Key Takeaways

• Building long-term relationships with clients is crucial for agencies to ensure successful implementation of projects.

• Agencies should surface potential roadblocks and have difficult conversations early on in the process.

• Validating the need for a project with multiple stakeholders and obtaining senior-level buy-in is important for successful adoption.

• Conducting confidential inquiry interviews can help uncover potential challenges and build trust with clients.

• Empathy, employee engagement, and psychological safety are key factors in fostering adoption within organizations.

Chapters

00:00 Introduction and Background

07:08 The Impact on Agencies

12:11 Surfacing Roadblocks: Having Difficult Conversations

23:11 The Importance of Relationships and Change

27:04 Final Advice: This Too Shall Pass

When leaders want to win back employee willingness, accelerate innovation, and reduce change fatigue, they call Jenny Magic. As a nationally recognized speaker, author, and advisor, Jenny is the founder of Build Better Change and co-author of the organizational change bestseller, Change Fatigue: Flip Teams From Burnout to Buy-In (2023). She has successfully led extensive projects with renowned organizations throughout her career, including Sesame Workshop, AARP, Citrix, Prudential, Acxiom, Alcon, Purdue University, Experian, US Bank, Cisco, and many others. She loves using the marketing strategies she's honed over two decades to motivate teams to do their best work.

Contact Jenny on her website or LinkedIn and learn about her book here.

In this episode, I had the incredible opportunity to interview Gabe Levine from Matchstick Legal, a top-notch attorney specializing in representing creative businesses. Gabe brings a wealth of knowledge and expertise to the table, making this a must-listen episode for anyone in the creative industry.

We dive deep into some of the hottest topics facing agencies today. Ever worried about protecting your creative work from copycats? Gabe shares essential strategies and legal insights to safeguard your intellectual property. We also tackle the crucial task of reviewing and updating contracts to ensure they’re airtight and up-to-date with the latest legal standards.

Gabe unpacks the complexities of GDPR and privacy regulations, breaking down what they mean for your agency and how to stay compliant. He also emphasizes the importance of perspective and leverage in negotiations, providing practical tips to help you navigate these often challenging discussions.

Whether you're an agency owner, creative professional, or just interested in the legal side of the creative world, this episode is packed with valuable insights and actionable advice. Don't miss out on this engaging conversation with one of the leading legal minds in the industry!

Key Takeaways

• Having a relationship with an attorney as an agency owner is important for protecting creative work and navigating legal issues.

• Registering trademarks and copyrights can help protect creative work from copycats.

• Contracts should be reviewed and updated regularly to ensure they align with the agency's current practices and protect their interests.

• GDPR and privacy regulations are important considerations for agencies, and compliance can be complex.

• Having perspective and creating leverage are key in negotiations, but sometimes compromises need to be made to secure work.

Chapters

00:00 Introduction and Background

05:28 Protecting Creative Work from Copycats

11:38 Reviewing and Updating Contracts

Gabe is an attorney specializing in representing creative and technical businesses in commercial transactions. He's a shareholder in and president of Matchstick Legal, Inc. Gabe lives in Marin County, California with his wife Holly, daughter Kate and dog Scully. He's a very average gravel cyclist but enjoys it quite a bit.

Connect with Gabe on his website and LinkedIn

In Episode 065, I have the exciting opportunity to speak with James Martin, also known as Made By James, a talented UK-based designer renowned for his dedication to design education and his candid presence on social media. I invited James because I deeply admire how he’s grown his following and how he communicates with his audience.

James shares his journey from a solopreneur to becoming a design partner at Lincoln Design, highlighting the evolution of his career and the importance of giving back to the design community. He openly discusses the range of emotions he experiences during the design process, including imposter syndrome, and provides valuable Adobe tips and tricks.

In our conversation, James talks about understanding your worth and pricing your services appropriately. He emphasizes the fear of saying no and its impact on self-worth, sharing his 13% rule for pricing to help increase confidence in charging higher rates. James also underscores the importance of setting the right prices and not undervaluing oneself.

Finally, James reflects on the significance of letting go to grow and the importance of celebrating achievements along the way. This episode is packed with insights for designers at any stage of their careers, offering practical advice and inspiration for building a successful and fulfilling design practice.

Key Takeaways

• Building a community and giving back through design education can lead to personal and professional growth. • Consistency and authenticity in sharing your work and knowledge on social media can help establish your personal brand. • Transitioning from a solopreneur to working with an agency can provide new opportunities and a larger team to collaborate with. • Understanding your worth as a designer and pricing your services accordingly is crucial for sustainable business growth. • Saying no to clients who don't align with your value and pricing can lead to better opportunities and a stronger business. Don't let fear and self-doubt dictate your pricing. Set the right prices based on your value and expertise. • Use the 13% rule to increase your prices incrementally and build confidence in charging higher rates. • Focus on proving your value to clients through case studies and demonstrating the impact of your work. • Let go of certain tasks and responsibilities to allow for growth and scalability in your business. • Take the time to celebrate your achievements and enjoy the journey rather than constantly chasing the next goal.

Chapters

00:00 Introduction and Background 02:06 Starting to Share Work on Social Media 05:00 Evolution as a Designer 06:45 Transition to Working with Lincoln Design 09:11 Giving Back and Building a Community 12:09 Transition from Solopreneur to Agency Partner 19:15 False Sense of Security on Social Media 21:22 Knowing Your Worth and Evolving as a Designer 23:15 Saying No to Clients to Say Yes to Yourself 23:47 The Fear of Saying No and Self-Worth 25:06 Setting the Right Prices 26:28 Proving Your Value to Clients 27:27 The 13% Rule for Pricing 29:22 The Evolution of the Partnership with Lincoln 30:28 Focusing on Helping Designers 33:29 Letting Go to Grow

James Martin, better known as Made By James, is transforming the design education landscape with his rebellious creativity and relentless determination. He has dedicated 20 years of his life to achieving creative excellence, being sought after by clients for the impact his work has on businesses and the meticulously crafted experiences he delivers.

He now has one purpose: to build the best designers on the planet.

Through his real-world experience, he understands that to land your 'dream client,' you first need to become a 'dream designer.' The status quo within the design education space is focused solely on external outcomes when the real focus should be on internal transformation. He knows if he can help designers become comfortable with the unpredictability of the real creative world, then the predictable stuff becomes even easier to manage.

His full focus is as an educator to brand designers, but he is also a best-selling author, public speaker, and creative partner at Lincoln Design Co., where the team works daily with the likes of Disney, Liquid Death, and Nike. He is dedicated to guiding the next generation of designers with action, honesty, and love, creating a future where designers and clients thrive together.

Connect with James on his website or Instagram.

In Episode 064, I had the pleasure of having an inspiring conversation with Justine Clay, a business coach and ADHD life coach for creative entrepreneurs. Justine shares her journey from working in the creative industry to launching her own coaching business, and how these experiences have shaped her current work. She delves into the unique challenges and strengths of individuals with ADHD and the importance of fostering a supportive and inclusive work environment. Justine discusses the need for leadership to understand and accommodate neurodivergent team members and examines the impact of remote work on those with ADHD. Throughout the conversation, Justine emphasizes creating spaces that foster connection and meaningful experiences, and the importance of being present and taking care of ourselves in our daily lives. She also shares valuable business advice on focusing on solutions rather than problems and keeping the client at the center of our thoughts and messaging.

Key Takeaways

• Understanding the unique challenges and strengths of individuals with ADHD is crucial for creating a supportive work environment. • Leadership should strive to accommodate the needs of neurodivergent team members and provide them with the tools and resources they need to thrive. • Remote work can be beneficial for individuals with ADHD, as it allows for greater flexibility and control over their work environment. • Creating an open and inclusive culture where individuals feel comfortable communicating their needs is essential for fostering productivity and well-being.

Chapters

00:00 Introduction and Background 03:00 Becoming an Independent Creative Professional 06:00 Starting a Creative Management Agency 09:00 Transitioning to Coaching 13:00 Becoming an ADHD Coach 15:00 ADHD as a Superpower, or not 19:00 Supporting Neurodivergent Individuals 21:00 Coaching Leadership on Working with Neurodivergent Team Members 25:00 The Impact of Remote Work on ADHD 35:00 Personal Hobbies and Tools 38:02 Creating Spaces for Connection and Experience 39:12 Focus on Solutions, Not Problems

Justine Clay is a speaker, writer, business coach, and ADHD life coach for creative entrepreneurs and freelancers. Justine’s lifelong passion for supporting creatives started as a career in talent management, where she got to work with some of the best independent talent in New York City. Seeing a need in the market to empower freelance creatives with the business and marketing skills they needed to thrive, Justine launched her coaching business in 2010 and has not looked back since.

Using her actionable Profitable by Design framework, Justine helps creative entrepreneurs of all stripes and neurotypes identify and articulate their unique value and build a fulfilling, efficient, and profitable creative business.

Contact Justine on her website, download a Free guide: How to get more high -quality clients and get paid what you're worth, or find Justine on Instagram or LinkedIn.