Drew McLellan is the Top Dog at Agency Management Institute. For the past 21 years, he has also owned and operated his own agency. Drew’s unique vantage point as being both an active agency owner and working with 250+ small- to mid-size agencies throughout the year, give him a unique perspective on running an agency today.
AMI works with agency owners by:
- Leading agency owner peer groups
- Offering workshops for owners and their leadership teams
- Offering AE bootcamps
- Conducting individual agency owner coaching
- Doing on-site consulting
- Offering online courses in agency new business and account service
Because he works with those 250+ agencies every year — he has the unique opportunity to see the patterns and the habits (both good and bad) that happen over and over again. He has also written two books and been featured in The New York Times, Entrepreneur Magazine, and Fortune Small Business. The Wall Street Journal called his blog “One of 10 blogs every entrepreneur should read.”
What you’ll learn about in this episode:
- Two types of agencies: “Artisan bakery agencies” (every project they produce is custom made for a client) and “Wonder Bread factory agencies” (where they follow systems and processes to produce the same limited set of things for every client)
- Why clients often work with both of these kinds of agencies, sometimes even at the same time
- Misconceptions owners of both kinds of agencies have about each other
- Assessing what type of agency you own (and why it may fall in the middle of these two types)
- Some of the pros of running an “Artisan bakery agency”: you can hire millennials, you can be a partner for your clients, and the prestige that comes with the work
- Some of the pros of running a “Wonder Bread factory agency”: you have a lot of clients and losing one won’t kill you, cheaper employees, the agency is easier to sell, and clients are easier to obtain
- Why “Artisan bakery agencies” still need to specialize and focus on their niche
- Aligning your goals with the kind of agency that helps you fill those goals
The Golden Nugget:“Every agency is a little different in structure, and they all can turn a profit.” – @DrewMcLellan Click To Tweet
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