Agency Business #53: Can agencies charge for value in the age of AI? With Ammunition CEO Jeremy Heilpern
17 snips
Jan 12, 2026 Jeremy Heilpern, CEO of Atlanta-based agency Ammunition, shares insights on agency strategy and the evolving landscape of marketing. He discusses how Ammunition transitioned from a digital focus to a full-service agency, integrating AI for enhanced production efficiency. Jeremy emphasizes the importance of charging for value, not just hours, and explains his approach to capital allocation through opportunistic acquisitions. He highlights the significance of 'heart' in agency work and how genuine client commitment can set independents apart.
AI Snips
Chapters
Transcript
Episode notes
Be Purposeful About The Work You Chase
- Avoid accepting any brief without a clear reason you should win it; specificity prevents commoditization.
- Build teams with category knowledge so you can anticipate client needs and add strategic value.
In-House Production Changes Your Identity
- Ammunition expanded from digital/CRM roots by hiring creative leadership and acquiring a video studio.
- Bringing production in-house changed the firm's identity from vendor to maker and improved capability.
Integrate AI With Governance And Leads
- Accept AI as present and integrate it with governance, defined tools, and oversight.
- Hire dedicated AI leads to build processes and apps that free talent for higher-value work.