Running a successful agency in today’s dynamic business landscape requires more than just industry expertise—it demands adaptability, innovation, and a keen understanding of client needs and market trends. In a series of interviews with 30 top agency leaders, Rise 25 delved into their success strategies, the challenges they face, and the insights they’ve gained from years of experience. These industry veterans shared valuable advice on topics ranging from cultivating strong company cultures and hiring the right talent to managing finances effectively and staying ahead of technological advancements. They also highlighted common hurdles such as lead generation, client retention, and adapting to rapidly changing digital landscapes, offering practical solutions drawn from their own experiences.
The agencies featured in this article represent a diverse cross-section of the industry, spanning various specialties and sectors. From full-service digital marketing firms and SEO specialists to PR powerhouses and niche content creators, these agencies cater to a wide array of client needs. Some focus on specific industries like healthcare, technology, or finance, while others offer broader services across multiple sectors. The range of agency sizes and structures showcased in this article—from boutique firms to larger, established companies—provides a comprehensive view of the agency landscape, offering insights applicable to businesses at various stages of growth and development.
Tim deSilva, Culture Pilot
Tim deSilva, Founder & CEO of Culture Pilot, believes that cultivating a strong internal culture is crucial for running a successful agency. Tim stresses the importance of creating an environment of trust, authenticity, and curiosity, which he says attracts like-minded clients and team members. He advocates hiring individuals with leadership traits who can self-manage and contribute to the agency’s welcoming and approachable atmosphere. Tim also highlights the ongoing challenge of generating new business leads, a common hurdle in service-based industries, and maintaining a “no-asshole policy” to ensure good client fit.
Culture Pilot, founded in 2003, is a full-service brand marketing agency that has evolved over the past two decades while maintaining its core cultural values. The agency primarily serves the premium market segment but remains industry-agnostic. Tim and his team have witnessed and adapted to significant changes in the digital landscape, including the rise of web design, smartphones, apps, and social media. Culture Pilot prides itself on its tech-centric approach, attention to detail, and willingness to test new ideas. The agency tailors each project to the individual client, focusing on thoughtful, innovative solutions for companies and products in the premium market segment.
Learn more: Tim deSilva on LinkedIn, Culture Pilot
Leeann Leahy, VIA
Leeann Leahy, CEO of VIA, maintains that creating value for clients’ brands is the key to maintaining a successful agency over the long term. She stresses the need to invest in people, fostering a culture of creativity and problem-solving that goes beyond simply making “fun work.” Leeann implements this philosophy through innovative programs like the “Go Do” series, which includes activities ranging from impromptu agency-wide outings to individual adventures and sabbaticals. These initiatives inspire employees, change their perspectives, and maintain a light, safe environment for creativity to flourish. Additionally, VIA offers competitive compensation, equity, and exceptional benefits to attract and retain top talent.
Founded over 31 years ago, VIA is an independent, employee-owned advertising and marketing agency based in Portland, Maine. The agency specializes in developing big ideas that create value for brands, serving a national client base despite its location. VIA has worked with prominent brands such as L.L.Bean, Lowe’s, Arm & Hammer, Chick-fil-A, and Golden Corral. Leeann, who has been with the agency for almost 12 years, proudly notes that VIA has won small agency of the year awards and has been recognized multiple times as one of the best places to work. The agency’s focus on culture and people is evident in its transition to employee ownership, which occurred about two years ago.
Learn more: Leeann Leahy on LinkedIn, VIA
Bruce Mittman, Mittcom
Bruce Mittman, President & CEO of Mittcom, stresses the importance of perseverance and client service in running a successful agency. He points out that while an agency can lose a client with one phone call, acquiring a new client can take six to nine months. Bruce advises that “super-serving your client is really the key ingredient” for building successful agency relationships. He also highlights the challenges of managing people post-COVID, emphasizing the value of in-person collaboration to reinforce culture and maintain focus within the organization.
Mittcom, a full-service advertising agency founded 23 years ago, has successfully transitioned from a traditional agency model to a comprehensive one that integrates both traditional and digital agencies. Bruce describes their approach as “content temperature,” which involves engaging customers throughout their journey using various media channels. The agency specializes in building awareness, digital and social engagement, and driving conversions for both e-commerce and brick-and-mortar retail. Mittcom’s services span integrated marketing, creative development, and media buying, with a focus on helping retailers build and shape their brands to achieve better customer reach and engagement.
Learn more: Bruce Mittman on LinkedIn, Mittcom
Carolyn Lowe, ROI Swift
Carolyn Lowe, CEO and Founder of ROI Swift, shares that one of the most crucial strategies for running a successful agency is to “hire slow and fire fast.” Carolyn emphasizes that having the right people in the right seats is essential for any agency’s success, regardless of size. She highlights the importance of using tools like 90.io and traction tools to ensure every team member is an A player, as this significantly impacts the agency’s performance and overall ease of operation. Another key tip she offers is to avoid chasing shiny objects and instead focus on areas where the agency can excel. Drawing inspiration from Richard Branson, Carolyn advises exiting business areas where the agency is not the best, leading ROI Swift to pivot away from paid search and social services to concentrate on their core strength—Amazon growth.
ROI Swift, founded in 2015, has a rich history of helping brands grow through online marketing. Initially offering services in Amazon paid search, Google, Microsoft, and paid social media, the agency recently pivoted to focus solely on Amazon growth. This strategic shift underscores their expertise and confidence in this area, having profitably grown over 200 brands on Amazon. Carolyn’s agency specializes in scaling brands with monthly revenues of $100,000 to $400,000, aiming to take them to seven figures or more. ROI Swift’s client portfolio is diverse, ranging from natural cleaning products to outdoor fencing and even compression knee sleeves, reflecting their ability to handle a wide array of products and industries.
Learn more: Carolyn Lowe on LinkedIn, ROI Swift
Kevin McLauchlin, Cadence SEO
Kevin McLauchlin, Co-founder of SEO Consulting, suggests that running a successful agency involves avoiding over-planning and the pursuit of perfection before launching initiatives. He believes that spending too much time planning can lead to paralysis by analysis, allowing competitors to act first. Kevin emphasizes the importance of evaluating competitors’ actions to inform strategic decisions rather than trying to reinvent the wheel. Also highlighting the importance of customer service, he notes that genuinely caring for clients can be a major key to success. By prioritizing client relationships over immediate profits, agencies can create raving fans who drive business growth through word-of-mouth referrals.
Cadence SEO, founded by Kevin and his wife in 2020, is an SEO-first agency that has quickly grown to a team of 20, including both domestic employees and overseas contractors. The agency offers several services beyond SEO, such as pay-per-click advertising, social media ads, and web development. However, SEO remains the core of their offerings, ensuring that all other services are optimized for search performance. Cadence SEO prides itself on its personalized approach, preferring to engage directly with clients through phone calls and Zoom meetings. This commitment to client engagement and satisfaction has helped them build a reputation for caring deeply about their clients’ success.
Learn more: Kevin McLauchlin on LinkedIn, Cadence SEO
Sebastien Lepez, JOLT Digital
Sebastien Lepez, Founder & CEO of JOLT Digital, underscores the necessity of curiosity and the ability to pivot when running a successful agency. Sebastien shares that when he first launched JOLT Digital, it was more of a consultancy focused on innovation and technology. However, he quickly realized that this model was not scalable. To overcome this, he tried every possible angle and turned every stone, eventually leading to a natural pivot in the business model. He advises aspiring agency leaders to keep pushing and trying different strategies until they find the right direction, emphasizing that perseverance and determination are crucial in navigating the ups and downs of entrepreneurship.
JOLT Digital, founded six years ago in Singapore, was born from Sebastien’s extensive experience on both the agency and client sides, including his tenure at Johnson & Johnson. The agency aims to transform the media landscape by focusing on three core pillars: data-driven strategies, advanced technology, and knowledge transfer. JOLT Digital leverages proprietary tools to optimize budgets and improve campaign performance, ensuring clients receive top-tier service from planning to execution. The agency prides itself on transparency and regularly organizes learning events and webinars to inform clients. JOLT Digital primarily services brands looking for innovative, technology-driven media solutions, making it a preferred partner for forward-thinking companies.
Learn more: Sebastien Lepez on LinkedIn, JOLT Digital
Dan Tarman, Perceptual Advisors
Dan Tarman, Co-founder & Managing Partner of Perceptual Advisors, believes that running a successful agency hinges on generating business through a resonant value proposition and delivering on that promise with exceptional service. Dan emphasizes that while it sounds straightforward, the reality is far more challenging. The critical components are aligning talent with the agency’s cultural values, building a cohesive value proposition, and ensuring a steady stream of clients. He also highlights the competitive nature of the industry, making it crucial to deliver consistent value to meet clients’ evolving needs.
Perceptual Advisors, founded three years ago by Dan and Claudia Joya, has grown into a unique consultancy that eschews the traditional agency model. Instead, they offer an all-senior-level team that handles both strategy and execution, ensuring clients receive top-tier service throughout their engagement. The firm, which has scaled to about 50 people, operates globally with experts in the United States, Europe, and Israel. Perceptual Advisors serves clients ranging from early-stage venture-funded companies to large multinational corporations across various sectors, including tech, healthcare, financial services, and public policy. This breadth of experience allows them to cater to multiple client needs, providing specialized and highly accountable service.
Learn more: Dan Tarman on LinkedIn, Perceptual Advisors
Eric Pratt, Instrumental Group
Eric Pratt, Founder & CEO of Instrumental Group, offers critical advice for running a successful agency: focus on client impact and fulfillment. Bootstrapped from the ground up, Eric highlights how he and his team allocated resources to maximize service delivery rather than focusing on internal promotions. In the early days, he handled everything from sales to financials to ensure that every investment went into fulfilling client needs. By concentrating on demonstrating success through client impact rather than self-promotion, Eric built a foundation of social proof and developed a strong network of referrals. He emphasizes that staying lean and dedicated to service excellence is essential, especially for agencies that start without external funding.
Under Eric’s leadership, Instrumental Group has grown to a team of 65, generating $8 million in revenue by providing a wide range of digital services. Specializing in sectors like healthcare, SaaS technology, and manufacturing, Instrumental Group is a full-service shop that handles everything from creative projects like website redesigns to complex CRM system development. Over the years, Eric has kept the agency on the cutting edge of technology, adapting to industry trends and continuously innovating to stay ahead of clients’ needs. With roots in outbound sales, Instrumental Group has evolved to offer sophisticated marketing growth services, proving its versatility and commitment to long-term success.
Learn more: Eric Pratt on LinkedIn, Instrumental Group
Rocky Pedden, RevenueZen
Rocky Pedden, President of RevenueZen, underscores the critical role of financial acumen in running a successful agency. He advises agency leaders to act as their own Chief Financial Officer (CFO) by maintaining a deep understanding of their finances on a daily basis. This approach allows them to make informed decisions about investments and budget allocations. Rocky believes that a firm grasp of the company’s financial health enables leaders to prioritize effectively and respond swiftly to opportunities or challenges. He also highlights the importance of defining and sticking to a clear Ideal Customer Profile (ICP) and resisting the temptation to pursue clients outside this scope, which can dilute the agency’s focus and effectiveness.
RevenueZen, under Rocky’s leadership, has carved out a niche as a specialized SEO agency focusing on content strategy and technical SEO. The agency primarily serves business-to-business (B2B) clients, especially those in the SaaS, FinTech, and robotics sectors, who have typically reached Series B or C funding stages. These clients benefit from RevenueZen’s expertise in pipeline creation and lead attribution, both essential for making informed marketing decisions. Rocky’s emphasis on specialization over generalization is reflected in the agency’s commitment to serving national clients rather than local ones, ensuring that they deliver tailored strategies that align with the specific needs of their clientele.
Learn more: Rocky Pedden on LinkedIn, RevenueZen
Sammy Mansourpour, AgencyUK
Sammy Mansourpour, Managing Director of AgencyUK, says the key to running a successful agency lies in hiring and retaining top talent. He believes that the core of an agency’s success is its people, emphasizing the importance of investing in and nurturing talent to stay competitive. This approach is not just about hiring the best but also about adapting to the evolving needs of the agency as it grows. A significant challenge he highlights is predicting client needs, which directly impacts the agency’s ability to plan and invest wisely. The unpredictability of client demands requires agencies to be flexible and maintain a diverse client base to mitigate risks associated with client turnover.
AgencyUK, founded in 2008, is a full-service communications agency with a strong emphasis on digital services, accounting for 70-80% of its operations. Sammy explains that the agency excels in both B2B healthcare and consumer sectors, working with global pharmaceutical, biotech, and life science companies, as well as major consumer brands across North America and Europe. The agency thrives on helping challenger brands ascend to market leadership, leveraging its expertise in global strategy and localized activation. This ability to disrupt markets and launch international brands into new territories, such as introducing a Thai beer brand to the UK, showcases AgencyUK’s strength in brand communication and market adaptation.
Learn more: Sammy Mansourpour on LinkedIn, AgencyUK
Jane Owen, Jane Owen PR
According to Jane Owen, CEO of Jane Owen PR, perseverance in the face of rejection is essential for running a successful agency. She emphasizes that the younger generation often underestimates the amount of hard work and the number of refusals one must endure to secure a positive outcome. Jane likens the process to building a snowman, where the initial efforts are the most challenging, but persistence eventually leads to momentum and success. She advises agency leaders to remain realistic and honest with clients about potential outcomes, preferring to under-promise and over-deliver rather than the opposite. This approach not only builds trust but also ensures long-term client satisfaction.
Jane Owen PR, founded in 2011, specializes in a diverse range of public relations services, drawing from Jane’s extensive experience in film, TV, fashion, luxury lifestyle, music, and art PR. The agency caters to many clients, including actors, directors, fashion brands, musicians, and even professionals such as cosmetic dentists and business leaders. Jane’s agency is known for its ability to secure press for both well-established figures and emerging talents, often relying on referrals rather than outreach. The firm’s reputation for delivering results is rooted in its strategic assessment of potential clients, ensuring that they only take on projects where they can leverage their relationships effectively. This selective approach has allowed Jane Owen PR to maintain a robust and diverse clientele while making a tangible impact on the careers of up-and-coming clients.
Learn more: Jane Owen on LinkedIn, Jane Owen PR
Richard Sharp, The SHARP Agency
A successful agency requires staying relevant, advises Richard Sharp, Owner of The SHARP Agency. He stresses the importance of continuously refining skills and services to meet evolving client needs and market demands. Richard notes that one of the biggest challenges in the industry is standing out among numerous specialized agencies. To address this, he recommends maintaining a clear, specific offering that makes it easier for potential clients to understand an agency’s unique value proposition.
The SHARP Agency, based in the northern UK, has been operating for 15 years as a brand performance agency. Richard’s team blends strong brand work with performance marketing, offering clients a cohesive approach that bridges the gap between traditional brand agencies and performance-focused firms. The agency specializes in co-creation with brands’ customers and stakeholders, a method they’ve honed over the past 15 years to develop highly targeted strategies and creative work. The SHARP Agency primarily works with C-suite executives who need to implement significant changes, leveraging their experience to drive brand awareness and performance for their clients.
Learn more: Richard Sharp on LinkedIn, The SHARP Agency
Ben Foster, The SEO Works
Ben Foster, CEO of The SEO Works, stresses the critical role of culture in running a successful agency. He points out that establishing a strong framework of values from day one is crucial for scaling and growth. Ben highlights the importance of identifying and nurturing leaders who embody these values, as they influence others and help sustain the company’s culture as it expands. He notes that preserving the agency’s identity and approach to work has been a key focus as they’ve grown from 20 to 90 employees, resulting in a happy workforce and a distinct company culture.
Founded 15 years ago, The SEO Works has become one of the largest search marketing agencies in the UK, with around 90 staff members. Ben describes the agency as digital growth experts, focusing on performance marketing to help clients grow online. Their services include search engine optimization, social media advertising, SEO-focused website development, and digital PR. The agency primarily caters to thriving SMEs and large global brands, working with clients both in the UK and overseas. Ben emphasizes their data-driven approach, aiming to make a measurable impact on their clients’ growth.
Learn more: Ben Foster on LinkedIn, The SEO Works
Lee Roquet, Finch
Lee Roquet, CEO of Finch, points out that being agile and adaptable is vital for a successful agency, given the marketing landscape’s continuous evolution. With over 25 years of experience in customer experience software, Lee’s advice is rooted in the idea that strong customer relationships are essential. He highlights the importance of asking insightful questions and understanding a client’s broader goals beyond performance metrics. Being open and transparent about both achievements and setbacks is fundamental to preserving trust. For Lee, owning the value narrative and communicating the agency’s efforts is vital to sustaining long-term relationships and avoiding the pitfalls of being reduced to just a line item on a balance sheet.
Finch, founded 15 years ago, specializes in simplifying e-commerce for brands by centralizing data and optimizing ad spending across platforms like Google, Amazon, and social media. Under Lee’s leadership, Finch has expanded its operations globally, with teams in Dublin, the U.S., and the Philippines. The agency focuses on helping clients maximize profitability and strategically grow their businesses. Finch’s expertise lies in creating transparent and efficient processes, ensuring clients can see the full picture of their e-commerce performance while benefiting from the agency’s tailored strategies and specialized support.
Learn more: Lee Roquet on LinkedIn, Finch
Fred Bateman, Bateman Agency
Fred Bateman, CEO and Founder of Bateman Agency, believes that building a strong team is the cornerstone of running a successful agency. In his experience, assembling the right talent paves the way for long-term client relationships and business growth. Fred acknowledges that his first attempt at entrepreneurship was challenging, often working with lower-tier clients who didn’t command the media’s attention. However, he now enjoys the luxury of selecting clients who align with his values and work ethic, fostering mutual respect and long-term partnerships. Additionally, Fred emphasizes the importance of empathy and kindness within the industry, noting that goodwill among competitors can play a significant role in an agency’s success.
Bateman Agency, founded by Fred, specializes in content creation and communications with a focus on integrating media relations and storytelling through data. Over the years, Fred has positioned his agency as a leader in the field thanks to its unique approach and selective client base. The agency primarily works with top-tier companies backed by reputable venture capital firms like Accel and Sequoia. By being selective about its clients, the agency ensures that it works with management teams and businesses with strong market potential, further solidifying Bateman Agency’s reputation for excellence in the tech and venture capital sectors.
Learn more: Fred Bateman on LinkedIn, Bateman Agency
Scott Emalfarb, Fresh Content Society
Scott Emalfarb, Founder and CEO of Fresh Content Society, shares that one of the key components to running a successful agency is bringing the right people along for the journey. He believes that building a strong team is crucial, especially in a niche agency like his that focuses on specialized services rather than trying to do everything. Fresh Content Society handles all their work in-house, which has allowed them to grow steadily alongside the evolving social media landscape. Despite being in operation for 10 years, Scott acknowledges that challenges, especially around building scalable systems and processes, continue to arise, making growth an ongoing effort.
Founded in 2014, Fresh Content Society specializes in organic social media marketing, helping brands build communities and achieve their business goals through social media. Scott’s agency primarily serves mid-market clients across various industries, with a significant focus on manufacturing and B2B2C companies. With a team organized into five departments handling everything from creative content production to community management and paid media, Fresh Content Society aims to remain focused on what they do best: fostering engagement and growth for their clients in the social media world.
Learn more: Scott Emalfarb on LinkedIn, Fresh Content Society
Robb Fahrion, Flying V Group
Robb Fahrion, Partner and Co-Founder of Flying V Group, emphasizes that constant evolution is crucial for maintaining a successful agency. He emphasizes the importance of upskilling and adaptability, noting that digital marketing requires a continuous effort to stay ahead in a rapidly changing industry. From tech innovations to platform shifts, Robb shares that their approach involves fostering a mindset of growth and agility among their team. This includes regular meetings where team members present new ideas to keep everyone aligned with market trends. The challenge, he says, is not only in staying ahead but also in managing the complexities of different projects as technologies evolve.
Flying V Group, founded in 2016 and based in Southern California, is a full-scale digital marketing agency that operates with a global workforce across 13 countries. Robb describes their work as comprehensive, ranging from web design and development to lead generation and content creation. The agency specializes in serving professional service firms, such as legal, insurance, and accounting businesses, often acting as an off-the-shelf marketing department for clients who need robust marketing strategies. The team’s focus is always on performance and ROI, and their differentiator, according to Robb, is their people—how they think, strategize, and execute aggressive, revenue-driven marketing campaigns.
Learn more: Robb Fahrion on LinkedIn, Flying V Group
Chris Raven, Heur
Chris Raven, CEO of Heur, highlights the crucial role of cash flow management in sustaining a successful agency. He emphasizes the importance of maintaining a cash flow runway to ensure that staff and contractors are paid on time, regardless of client delays. This approach, according to Chris, has fostered a culture of trust and loyalty within his team, which has been instrumental in navigating uncertain times. However, like many agencies, Heur continues to face challenges with lead generation. Chris notes that while their lead generation engine works well, the current economic climate, particularly in the UK, has made it harder for mid-market and mid-luxury direct-to-consumer brands to invest in agency services, even when there is a clear business case.
Founded six years ago, Heur has weathered a global pandemic, a war, and multiple economic crises. Chris and his team specialize in growing e-commerce channels for their clients, often taking on end-to-end management of digital marketing, e-commerce, and more. They work with a variety of clients, from high-profile artisan brands to startups and lean teams, offering both full-service solutions and mentoring programs. Their unique approach combines managed e-commerce services with traditional growth marketing, allowing them to provide holistic support to brands looking to scale in a competitive market.
Learn more: Chris Raven on LinkedIn, Heur
Dan O’Keeffe, O’Keeffe PR
Dan O’Keeffe, President of O’Keeffe PR, advises agency leaders to keep one eye open and pivot in the direction of industry trends. Drawing from his 23 years of experience, Dan stresses adaptability in running an agency, citing how his agency survived the 2008-2009 financial crisis by evolving from community marketing to embracing content marketing. He also highlights the value of establishing strong relationships with CEOs and presidents, not just CMOs and marketing directors, to ensure agency stability during leadership changes at client companies.
O’Keeffe PR, founded 23 years ago, is a content marketing agency that creates “all the right content to meet all the right audiences across all the right channels.” Dan’s agency specializes in public relations, influencer relations, social media, and content creation, with additional capabilities in website development, SEO, and various aspects of digital marketing through strategic partnerships. The agency primarily serves B2B clients, with a growing focus on nonprofits, and has found success in industries such as manufacturing, technology, professional services, and workforce solutions.
Learn more: DanO’Keeffe on LinkedIn, O’Keeffe PR
Glen Moore, Bear Fox Marketing
Glen Moore, Co-Founder and CEO of Bear Fox Marketing, stresses the value of strategic hiring and continuous learning for running a successful agency. Glen highlights the importance of hiring for cultural fit alongside skill set, ensuring team members align with the company’s vision and values. This approach has led to improved staff retention and a more cohesive work environment. Additionally, Glen advocates for participating in mastermind groups and seeking consulting advice from industry veterans, which has helped Bear Fox Marketing avoid common pitfalls and accelerate growth by learning from others’ experiences.
Bear Fox Marketing, founded by Glen and his partner Bear Newman about eight years ago, specializes in SEO and lead generation for both B2B and B2C clients. The agency focuses primarily on home services and manufacturing sectors, targeting small to mid-sized businesses with annual revenues of at least $500,000 to $1 million. Glen takes pride in their selective approach to client acquisition, ensuring a minimum three-times return on investment for their clients. This strategy has contributed to the agency’s success, including three consecutive years on the Inc. 5000 list of fastest-growing companies, despite facing challenges during the COVID-19 pandemic and adapting to changes in digital marketing landscapes.
Learn more: Glen Moore on LinkedIn, Bear Fox Marketing
Lori Jung, Hudson West
Lori Jung, Co-Founder of Hudson West, believes that keeping an agency small and mighty is key to success and survival in the ever-changing public relations landscape. She advises maintaining direct client and media interactions at the highest level, rather than delegating to junior staff or interns. This approach has allowed Hudson West to thrive on word-of-mouth referrals, eliminating the need for RFPs. Lori also stresses the importance of adaptability, particularly in the face of technological advancements like AI-generated search responses. She encourages aspiring PR professionals to embrace phone calls as a powerful tool for cutting through the digital clutter and making meaningful connections.
Hudson West, founded 12 years ago by Lori and her partner Jen Rogers, has grown from a chance meeting at a swimming lesson to a successful bicoastal PR firm. The agency specializes in consumer products, lifestyle clients, nonprofits, and major advocacy agencies. With offices in Manhattan and a presence in Scottsdale, Arizona, Hudson West leverages its founders’ extensive backgrounds in entertainment, lifestyle, and consumer product PR. Lori’s expertise in consumer products complements Jen’s experience in entertainment publicity, allowing them to offer comprehensive media coverage for their clients across various platforms.
Learn more: Lori Jung on LinkedIn, Hudson West
Danielle Wiley, Sway Group
Danielle Wiley, CEO of Sway Group, believes that the key to running a successful agency lies in constant adaptation and openness to change. She stresses the importance of never becoming complacent or assuming that current methods are infallible. Danielle points out that the landscape of influencer marketing has dramatically transformed since she founded her agency 13 years ago, and survival in this industry depends on the ability to pivot, remain agile, and continually improve processes. However, she also acknowledges that one of the biggest challenges in running an agency, especially post-COVID, is generating new leads and maintaining a steady influx of business beyond referrals and industry connections.
Sway Group is an influencer marketing agency that has evolved significantly since its inception. The agency primarily focuses on the B2C space, though it has recently expanded into B2B as technology has made this sector more accessible. Sway Group specializes in connecting brands with influencers to help tell their stories to consumers, focusing specifically on the consumer lifestyle space. Their ideal clients range from quick-service restaurants and soft drink companies to commodity boards representing products like eggs, figs, raisins, and milk. Danielle’s agency prides itself on its ability to adapt and create effective influencer marketing strategies for various brands and agencies.
Learn more: Danielle Wiley on LinkedIn, Sway Group
Steven Gurevitz, 2002 Studios Media
Steven Gurevitz, CEO of 2002 Studios Media, offers a bold tip for running a successful agency: maximize borrowing opportunities. He advises against being overly cautious when offered a chance to borrow money, suggesting businesses should take the full amount available. Steven argues that cash flow and liquidity are the main factors often holding back good companies, and having access to more capital can prevent working with “one arm behind your back.” He acknowledges the natural hesitation about taking on debt but insists that this mindset can increase the likelihood of things going wrong by limiting growth potential.
2002 Studios Media is a media production company that has carved out a niche in localization, adapting content for different cultures and locales. With six recording studios and teams of video engineers, e-learning specialists, and DTP engineers spread across London, South America, Central Europe, and India, the company prides itself on directly employing all its staff rather than relying on subcontractors. This approach allows them to maintain quality control and offer competitive services to both direct clients and as a vendor for larger localization solution providers. Steven’s company specializes in a range of services from website localization to training videos and tutorials, catering to clients who value reliable partners and can provide consistent volume and scheduling visibility.
Learn more: Steven Gurevitz on LinkedIn, 2002 Studios Media
Nancy Vinkler, VIEWS Digital Marketing Agency
Nancy Vinkler, Digital Strategy, SEO/SEM, & Generative AI Consultant + Digital Marketing Agency Owner at VIEWS Digital Marketing Agency, recommends infusing a sales-oriented mindset into the operational team. She acknowledges the challenge of bridging the gap between those who excel at selling and those who prefer to focus solely on delivery. To address this, she has been working on integrating tools that assist operational staff in upselling and fostering a culture where everyone contributes to the agency’s growth. Additionally, Nancy highlights the constant evolution of the digital marketing landscape as a significant challenge, stressing the importance of continuous learning and regular recertification for team members to maintain their expertise across various areas.
Founded by Nancy as a solo entrepreneur, VIEWS Digital Marketing Agency has grown into a boutique full-service digital marketing agency. The agency specializes in various services, including email marketing, search engine optimization, paid advertising, website development, and marketing automation. VIEWS targets clients seeking long-term partnerships and values its role as a trusted advisor. Nancy’s approach involves tailoring services to each client’s unique needs and resources, offering a flexible and comprehensive solution in the ever-changing digital marketing landscape.
Learn more: Nancy Vinkler on LinkedIn, VIEWS Digital Marketing Agency
John Karsant, Levelup Leads
John Karsant, Founder and CEO of Levelup Leads, highlights hiring good people as the key to running a successful agency. He acknowledges that managing a remote workforce presents unique challenges, particularly in fostering team cohesion and maintaining productivity. To address these issues, John strives to meet with team members whenever possible, especially when traveling to cities where employees are based. He notes the pros and cons of a remote work environment, recognizing that while it offers flexibility for employees, it can complicate communication and oversight.
Levelup Leads is a sales development agency specializing in lead generation and appointment setting through various channels, including LinkedIn, cold calling, and email campaigns. The company also offers supplementary services such as SEO and content creation for blogs and LinkedIn. Founded with a focus on serving businesses with 50 to 500 employees, Levelup Leads primarily caters to clients in the software (SaaS), financial services, and service-based industries. John’s agency has carved out a niche by assisting companies with established sales teams or those looking to improve their sales efforts, with a focus on businesses based in or targeting the United States market.
Learn more: John Karsant on LinkedIn, Levelup Leads
Amy Stanton, Stanton Insurance Company
Amy Stanton, Principal Owner of Stanton Insurance Company, says diligence and hands-on involvement are crucial for running a successful agency. She stresses the importance of showing up to work every day, working directly with clients and staff, and keeping all aspects of the business running smoothly. While networking is essential, Amy prioritizes actively engaging with her team rather than spending excessive time on the golf course. She recognizes the difficulty of balancing business expansion with attending to the needs of current clients. As the agency operates on a residual income model, there’s a constant need to bring in new clients while maintaining a strong focus on the existing customer base.
Stanton Insurance Company, founded by Amy, has grown into a $6 million agency specializing in commercial, personal, and life insurance needs. With seven employees, the agency is not large but maintains a solid presence in the industry. Amy’s agency primarily focuses on small to medium-sized businesses, typically those with 15-20 employees or fewer. For personal lines, they target affluent households with lower incident rates and clients who prioritize quality coverage. As an independent agent, Amy works with numerous insurance companies, allowing her to offer a wide range of products tailored to her clients’ specific needs. The agency’s success is mainly due to its strong presence on social media platforms, particularly in the South Denver area, where word-of-mouth referrals drive a significant portion of its business.
Learn more: Amy Stanton on LinkedIn, Stanton Insurance Company
Michael Gunderson, Gundir
Michael Gunderson, President of Gundir, advocates for the power of questioning and cultivating genuine connections to run a thriving agency. He emphasizes the importance of storytelling and engaging in meaningful conversations before diving into business matters. Michael believes that taking time to understand clients on a personal level creates affinity and opens doors for more productive discussions. He notes that while it may not be intuitive, spending a few minutes on casual banter before presentations can significantly improve the overall interaction and receptiveness to ideas.
Gundir is a direct mail marketing agency that specializes in helping businesses expand their reach beyond digital channels. The company offers comprehensive services, including direct mail planning, strategy development, creative and copywriting, production, and mailing services. With a strong focus on data-driven targeting, Gundir ensures that mailings reach interested recipients. The agency has a proven track record of working with major brands in the FinTech and financial sectors, having launched successful direct mail programs for companies like Square, PayPal, and SoFi. While Gundir serves various industries, it particularly excels in B2B SaaS, FinTech, financial services, insurance, healthcare, and consumer services.
Learn more: Michael Gunderson on LinkedIn, Gundir
Jay Berkowitz, Ten Golden Rules
Jay Berkowitz, CEO, Owner and Founder of Ten Golden Rules, believes that a reliable content strategy is crucial for operating a successful agency. He recommends establishing a regular cadence of content production, such as monthly webinars and weekly podcasts, to generate high-quality inbound leads. Jay notes that this approach has been particularly effective for his agency, attracting clients who recognize their expertise through thought leadership content. However, he also points out that one of the biggest challenges in running an agency is managing growth and hiring to meet scale, often necessitating investment in new talent before the immediate need arises.
Ten Golden Rules, celebrating its 20th anniversary, specializes in internet marketing for law firms. The agency’s name stems from Jay’s book, “The Ten Golden Rules of Online Marketing,” which he wrote two decades ago. Ten Golden Rules primarily targets law firms dissatisfied with their current digital marketing agencies, offering SEO, paid advertising, content creation, and social media management services. The agency operates using a pod system, pairing account managers with strategists to provide comprehensive service to their clients. Jay’s approach to agency management and client service has allowed Ten Golden Rules to experience consistent growth, particularly in the last five years since focusing exclusively on the legal sector.
Learn more: Jay Berkowitz on LinkedIn, Ten Golden Rules
Kimberly Portuondo, Page One Digital
Kimberly Portuondo, Owner of Page One Digital, advises agency leaders to prioritize agility in their operations. She stresses the importance of having flexible systems that quickly adapt to technological changes, particularly in algorithm-based work. Kimberly notes that one of the biggest challenges for agencies is effectively communicating complex technical concepts to clients in an understandable way. She suggests breaking down information into digestible chunks for laypeople, especially when explaining the differences between services like SEO and digital advertising.
Page One Digital is a full-service digital marketing agency specializing in web design and development, digital advertising, search engine optimization, social media marketing, and auditing services. Founded by Kimberly, the agency primarily focuses on medical marketing and is expanding into business services for service-oriented companies such as cybersecurity and HR firms. Page One Digital takes pride in its ability to adapt to changing technologies and algorithms, ensuring smooth transitions for its clients. The agency values community building, with Kimberly participating in industry-specific coaching groups and encouraging employees to engage in local co-working spaces to foster peer relationships and networking opportunities.
Learn more: Kimberly Portuondo on LinkedIn, Page One Digital
James Kaye, Big Games Machine
James Kaye, Director and Co-founder of Big Games Machine, stresses that an agency’s success hinges on its people and culture. He believes fostering a positive work environment and maintaining a happy, committed staff are crucial. Kaye acknowledges that while lead generation and pipeline fulfillment are ongoing concerns, having a strong team is paramount. He cautions that agencies with toxic cultures or high turnover rates are unlikely to thrive, regardless of other factors.
Big Games Machine is a global PR and marketing agency specializing in the video game industry. Founded by James and his partner, the agency serves clients worldwide, concentrating especially on East Asia and the United States. Its services span both consumer and B2B sectors, including game launches, media and influencer outreach, content creation, and podcast production. James notes that their ideal clients view the agency as a respected partner and value their expertise. Operating in the video game industry gives Big Games Machine an edge in attracting passionate talent, as many applicants are already enthusiastic gamers.
Learn more: James Kaye on LinkedIn, Big Games Machine