How to win big-brand work

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Most agencies aren't fragile because of bad systems but because everything runs through the founder. One unexpected hit and the whole thing wobbles. Today's featured guest shares the real-world test no agency owner ever wants: a hemorrhagic stroke that took him out overnight. What happened next is the part every agency owner needs to hear. Because his business didn't collapse. It kept moving, clients stayed, deals closed, and trust carried the weight. If your agency can't function without you, this conversation will feel uncomfortably familiar.

Brian Franks is the founder of Where Eagles Dare, a premium branding and storytelling agency working with major retail brands like American Eagle and Five Below. He spent 20+ years rising to VP of Creative at American Eagle before launching his agency over a decade ago.

In this episode, we'll discuss:

• Getting comfortable with a hard question

• How Brian built a resilient agency

• Why your network is the real asset

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Sponsors and Resources

E2M Solutions: Today's episode of the Smart Agency Masterclass is sponsored by E2M Solutions, a web design, and development agency that has provided white-label services for the past 10 years to agencies all over the world. Check out e2msolutions.com/smartagency and get 10% off for the first three months of service.

If You Got Hit by a Bus, Would Your Agency Survive?

Let's get uncomfortable for a second.

If you disappeared for 30 days (hospital, burnout, family emergency), would your agency come back stronger, the same… or on fire?

Most agency owners don't like that question. Because deep down, they already know the answer.

This is a question every agency owner should ask, especially if you're doing $1M–$10M, stuck in fulfillment, carrying everything in your head, and telling yourself, "I'll fix the systems later."

Brian didn't plan to test his agency this way. In February 2024, he suffered a hemorrhagic stroke and ended up in the ICU for a brain drain. It took weeks of recovery. No warning.

And his agency didn't collapse.

Here's why that matters.

Brian Didn't Build a "Big" Agency. He Built a Resilient One.

Brian spent 20 years at American Eagle, rising from graphic designer to VP of Creative. He worked with massive agencies and saw the billings. He also saw the waste and understood what actually mattered.

So when he launched Where Eagles Dare, he didn't chase headcount or ego. He sought to build:

• A small, senior team

• A premium positioning

• Deep relationships, not vendor contracts

• An agency designed around his strengths

That's the part most founders miss.

They scale complexity instead of clarity.

The Lie Agency Owners Believe

A lot of agency owners think freedom comes after scale.

More clients → more people → more systems → someday freedom.

In reality, that path usually leads to:

• Team chaos

• Thin margins

• Constant Slack pings

• And a founder who can't unplug without guilt

Brian flipped that by staying scrappy, limiting active clients, staying close to the work that mattered, and delegating the rest to people he trusted for years.

So when life punched him in the face, the agency stepped up.

Your Network Is the Real Asset

When Brian went down, his network took over.

A former American Eagle CMO stepped in to help lead. His wife helped close a major Five Below deal. Longstanding client relationships stayed solid

There was no panic, mass client churn, or revenue freefall.

That doesn't happen by accident.

That happens when you:

• Play the long game

• Treat relationships like equity

• Build trust before you need it

Most agencies don't fail because of bad marketing.

They fail because everything depends on the founder.

The Question You Can't Ignore

If you were gone for a month, would your agency be worse, the same, or better?

If the answer scares you, good.

Because it means you're still early enough to fix it.

The Real Goal Isn't Scale. It's Control

Brian's story isn't about hustle or heroics.

It's about building an agency that:

• Pays you well

• Respects your health

• Doesn't collapse without you

• Still excites you creatively

That's the real win. And if you're tired of being the bottleneck, you're stuck in fulfillment, referrals are your only growth plan, or you're not paying yourself what you should…

Then it's time to rebuild. Not bigger, but smarter.

Do You Want to Transform Your Agency from a Liability to an Asset?

Looking to dig deeper into your agency's potential? Check out our Agency Blueprint. Designed for agency owners like you, our Agency Blueprint helps you uncover growth opportunities, tackle obstacles, and craft a customized blueprint for your agency's success.