The Innovative Agency

On this episode of The Innovative Agency Podcast Sharon Toerek welcomes Derek Gwaltney, CEO and Founder of Atlas Experiences, for a conversation about what it really takes to build lasting connections in a world dominated by digital noise. Derek shares his journey from the lottery industry into experiential marketing, and how that path shaped his perspective on engagement, loyalty, and trust. Derek shares why immersive experiences, when done right, go far beyond one-and-done excitement, and instead become powerful drivers of brand affinity and long-term relationships. He details how agencies of any size can design moments that resonate on a human level, while still delivering measurable business outcomes. What you will learn in this episode: How unforgettable experiences drive authentic human connection to a brand The real force behind brand loyalty (hint: it is moving from transactional rewards to emotional memories) How agencies can deliver high-impact experiences, even when resources or budgets are limited What it takes to craft scalable events that make an impression, whether for 20 or 2,000 attendees Why experience marketing isn't just for travel or entertainment brands and which overlooked sectors can benefit most How smart partnerships and strategic alliances amplify the reach and power of experiential campaigns What agency leaders should know about the evolving expectations of younger audiences and unlocking future growth Bio Derek Gwaltney is the Founder and CEO of Atlas Experiences, an INC 5000 company ranked #33 nationally and #1 in Georgia, recognized as one of the fastest-growing businesses in America. In just six years, Derek has transformed Atlas from an entrepreneurial vision into a trailblazing experiential marketing powerhouse that creates once-in-a-lifetime prize experiences, large-scale promotions, and game show activations for some of the most recognizable brands and state lotteries in North America. Derek launched Atlas Experiences with a clear vision: to reimagine how brands and organizations connect with people by delivering authentic, emotional, and adventure-driven experiences that stand out in a crowded marketplace. His career in marketing and entrepreneurship, paired with an instinct for storytelling and consumer behavior, gave him the foundation to build a company that could scale rapidly while still delivering tailor-made, high-impact programs. Under his leadership, Atlas has pioneered a unique approach that combines travel, entertainment, creativity, and cultural immersion to create winning moments that inspire players and strengthen brand loyalty. Derek's entrepreneurial resilience, having built Atlas from the ground up in the wake of the global pandemic, underscores his commitment to innovation and growth. His ability to unite a talented team around bold ideas and flawless execution has been instrumental in scaling Atlas from a startup to a nationally recognized brand in experiential promotions. What sets Atlas apart is the relentless pursuit of authentic connections and measurable impact. Rather than delivering cookie-cutter promotions, Derek's team designs experiences that become stories participants will share for a lifetime whether it's a private concert in the Smoky Mountains, a cultural journey through Ireland, or a million-dollar game show. This focus on creating memorable, once-in-a-lifetime journeys has established Atlas as a trusted partner for lotteries, global brands, and entertainment companies alike. Derek's leadership also extends beyond business success. He champions a culture of creativity, collaboration, and purpose, encouraging his team to embrace bold thinking while engaging in community and social responsibility efforts. His personal story of building Atlas—through vision, persistence, and a drive to create meaningful impact—continues to inspire both his team and clients. Resources: Website: https://www.atlasexperiences.com/ LinkedIn Personal: https://www.linkedin.com/in/derekgwaltney/ LinkedIn Business: https://www.linkedin.com/company/atlasexperiences-llc/ Instagram: https://www.instagram.com/atlasexperiences/ YouTube: https://www.youtube.com/@atlasexperiences

This episode of The Innovative Agency Podcast welcomes Doug Zanger of Indie Agency News, to discuss what it really takes for an independent agency to stay competitive and relevant in a market that's shifting faster than ever. With a background that spans radio, journalism, and a deep commitment to the indie agency community, Doug brings a unique lens to what's happening across the industry. He explores forces reshaping the business, from economic pressure and changing client expectations to the accelerating impact of AI and emerging technologies. Doug reveals how successful indie agencies are responding by sharpening their positioning, rethinking their storytelling, and building stronger communities around their expertise. If you're looking for insight into where the market is headed, and how your agency can adapt, grow, and stand out in the process, this is a conversation for you. What you will learn in this episode: Why mid-market and challenger brands present major opportunities for independent agencies right now How independent agencies can build confidence and effectively tell their own stories to attract new clients Why smaller agencies should focus on distinct lanes instead of chasing every opportunity How relationship-building and "key marketing partner" models are reshaping traditional agency-client dynamics The pitfalls of undervaluing your creativity and IP, and why pricing needs to evolve in the age of AI The power of community building among agency leaders, and why relationships remain central to agency success Bio Doug Zanger built what he always knew independent agencies needed: their own home. Indie Agency News launched in 2023 and serves 300+ agencies globally (and growing). In 2026, he's launching inhouse.news for the in-house community. Resources: Website: https://indieagency.news/ LinkedIn Personal: https://www.linkedin.com/in/zanger/ LinkedIn Business: https://www.linkedin.com/company/indie-agency-news/

Jeff Brecker, seasoned creative leader and partner in innovation and growth at Siberia, reframes innovation as solving real client friction rather than chasing shiny tools. He discusses AI as an enabler, the shift toward brands acting like media publishers, how small agencies can outmaneuver larger firms, and keeping human connection central as technology scales creative work.

This episode of The Innovative Agency Podcast welcomes Jody Grunden, Partner at Anders Virtual CFO and one of the most trusted financial advisors in the agency world. As technology reshapes how agencies deliver value and AI accelerates the pace of change, many agency leaders are asking the same questions: Are our pricing models still sustainable? Are we truly profitable? And are we planning well enough for what's coming next? In this conversation, Jody brings decades of experience guiding agencies how to rethink the fundamentals of their financial strategy, from moving beyond hourly billing to adopting scalable, value-based pricing models, to building stronger cash reserves and creating dynamic forecasts that prepare your business for uncertainty. Leaders who understand their numbers will be far better positioned to turn disruption into opportunity. If you're ready to stop reacting to financial surprises and start leading your agency with greater clarity, confidence, and profitability, this episode is packed with insights you can put to work right away. What you will learn in this episode: Why agencies need to revisit traditional hourly billing models and consider value-based, subscription, or flat-fee pricing How to build profitable pricing using historical data and a "choose your own adventure" approach for clients What key financial metrics and margins agencies should track for sustainable growth The vital importance of proactive cash management How dynamic forecasting can guide more intentional business decisions Methods for demystifying pricing conversations with clients and boosting agency confidence Bio Jody Grunden is a trailblazer in the accounting industry who has transformed how agencies manage their finances. As the co-founder of Summit CPA Group, now Anders Virtual CFO, Jody pioneered subscription-based billing for accounting firms and built the first fully distributed Virtual CFO practice in North America. Since 2002 he has specialized in guiding digital and creative agencies toward sustainable profitability and scalability using a proprietary profit-focused maturity model. Author of Digital Dollars and Cents and Building the Virtual CFO Firm in the Cloud, Jody has been recognized by CPA.com as one of the most innovative practitioners in the country. His work goes beyond the numbers by empowering agency founders to align their financial operations with their vision so they can lead with confidence, invest in growth, and enjoy greater freedom in their business and life. Resources: Website: https://anderscpa.com/ LinkedIn Personal: https://www.linkedin.com/in/jodygrunden/ LinkedIn Business: https://www.linkedin.com/company/andersvcfo X: https://x.com/anderscpa Digital Dollars and Cents: https://www.amazon.com/Digital-Dollars-Cents-Companies-Financial-ebook/dp/B0779K8W21/ref=sr_1_1?crid=3CBNX3CA8O1LW&dib=eyJ2IjoiMSJ9.GbPMBrVYyUFjOdiI3NvwSqJ2QnjScUcVxcbrqe74mng.l6Z9XFxG9VX7ejb28KyykVF3BTDeQiHBMfArnPaiiME&dib_tag=se&keywords=digital+dollars+and+cents&qid=1758224245&s=digital-text&sprefix=digital+dollars+and+cents%2Cdigital-text%2C100&sr=1-1

On this episode of The Innovative Agency Podcast, Sharon Toerek chats with Founder of Pennant Video Tim Bradley, about the strategic role of video in today's agency landscape. Video is no longer just a top-of-funnel awareness play or a flashy add-on to a campaign. Done right, it's a powerful mid-funnel engine that builds trust, nurtures prospects, and drives meaningful movement toward decision. Tim shares how his entrepreneurial journey led him to develop a distinctive mid-funnel video marketing framework designed specifically to create real impact for B2B brands. If your agency is looking to elevate its video strategy beyond production and into true business impact, this episode delivers both clarity and a roadmap. What you will learn in this episode: Why the "mid-funnel" is the most overlooked, and potentially powerful, stage for video in B2B marketing The "video marketing trifecta" framework: differentiation, demonstration, and validation How agencies can position video as a strategic tool in long B2B sales cycles The risks and rewards of AI in video production, including trust and authenticity concerns When and how integrated agencies should collaborate with video specialists Practical considerations for protecting intellectual property and managing risk in modern video campaigns Bio Tim Bradley is the Co-Founder of Pennant Video, a B2B-focused agency that has pioneered the Video Marketing Trifecta™ to power mid-funnel marketing strategies. With nearly two decades of experience in video marketing, Tim has partnered with leading B2B tech brands like Cisco, Hitachi, BRANDLIVE and countless startups, bringing their stories to life with compelling video campaigns. Before founding Pennant, Tim was the Executive Producer at a large communications agency. In his 12 years there, he built, managed and mentored a 25-person creative team, while growing the business in competitive sectors such as tough tech, cybersecurity, and healthcare. He believes in creating work that cuts through the noise—methodical yet bespoke, scalable yet unique. Beyond client projects, Tim mentors aspiring creatives through workshops and portfolio reviews, reinforcing his belief that elevating new talent fosters a more innovative and story-driven industry. Resources: Website: https://pennantvideo.com/ LinkedIn Personal: https://www.linkedin.com/in/tim-bradley-pennant/ LinkedIn Business: https://www.linkedin.com/company/pennantvideo/

On this episode of The Innovative Agency Podcast, Sharon Toerek is joined by Zino Rost van Tonningen, CEO and Founder of TyrAds, for a look at how reward-based marketing is redefining engagement in a mobile-first, data-driven world. As agencies wrestle with first-party data strategies, evolving privacy regulations, and the accelerating influence of AI, it feels increasingly complex to connect technology, marketing, and measurable growth. Zino helps us cut through that complexity. He shares how reward-based models, particularly within mobile apps and gaming environments, are unlocking powerful new ways to capture attention, build loyalty, and drive meaningful customer action. If you're looking for smarter ways to blend emerging tech with strategic marketing, and turn data into durable client growth, this conversation will expand how you think about what's possible. What you will learn in this episode: How mobile-first and reward-based marketing strategies are redefining engagement in today's crowded app market The evolution of incentivized advertising Why first-party data is becoming the ultimate competitive advantage for agencies How hyper-personalization powered by AI is shaping the future of incentives and customer experience Pitfalls of misaligned incentives in reward campaigns, and how to avoid churn and fraud Bio Zino Rost van Tonningen is the CEO of TyrAds, a dynamic force in the rewarded advertising space dedicated to helping game studios globally grow their user base and enhance player engagement through intelligent reward systems. With a background that began in automotive business management, Zino's journey into marketing took off over a decade ago when he co-founded an agency in the Netherlands. There, he played a key role in scaling numerous local apps before specializing in the gaming sector. His passion for innovation and global perspective led him to Asia in 2018, where he founded TyrAds and has since been at the forefront of evolving rewarded user acquisition. Resources: Website: https://tyrads.com/ LinkedIn Personal: https://www.linkedin.com/in/rovato/ LinkedIn Business: https://www.linkedin.com/company/tyr-rewards/

Jonathan Stark, a pricing strategist who helps agencies stop billing by the hour, shares why pricing for outcomes beats hourly rates. He discusses shifting sales conversations, discovering client goals and success metrics, using data to justify higher fees, scoping last with tiered options, and how specialization and AI shape value-based pricing.

Artificial intelligence is rapidly reshaping the content landscape promising greater efficiency while raising important questions about originality, authenticity, and trust. For agency leaders, the challenge isn't whether to adopt AI, but how to do so without losing the human insight that makes great storytelling resonate. On this episode of The Innovative Agency Podcast, Sharon Toerek welcomes Nick Usborne, Founder of Story Aligned and a highly respected content marketing and storytelling expert. Nick brings clarity to the evolving role of AI in agency work, sharing practical strategies for integrating tools while protecting the quality, integrity, and distinct voice clients rely on. Nick reveals how agencies can establish smart guardrails around AI use, and position technology as a creative partner instead of a replacement for human perspective. This conversation offers a balanced, human-centered framework to help your agency innovate with confidence while staying true to the storytelling that drives meaningful connection. What you will learn in this episode: Where agency leaders can tap into AI-driven efficiencies without sacrificing the integrity of their content The critical role of human oversight and "guardrails" in verifying AI-generated client work Strategies to avoid the "sameness trap" and create distinctive, brand-aligned content with AI The importance of story in differentiating agency and client content, and how to build prompts around it How to structure agency-wide AI use in training, model selection, oversight, and workflow integration The high stakes of reputation and trust when integrating AI into client-facing work and protecting intellectual property Bio Nick Usborne is a copywriter, instructor and coach who started writing professionally in 1980. He is the Founder of Story Aligned, a training program for marketing teams that want to scale content using AI while protecting the integrity of their brand story and voice. His book Net Words, published in 2001, was one of the first guides to writing for the web. Since then, thousands of marketers and writers from over 97countries have taken his courses on digital writing, storytelling and brand voice. Resources: Website: https://storyaligned.com/ LinkedIn Personal: https://www.linkedin.com/in/nickusborne/ LinkedIn Business: https://www.linkedin.com/company/story-aligned/ The Prompting Pyramid: Why Brand Story Should Always Come First: https://storyaligned.com/podcast/

This episode of The Innovative Agency Podcast welcomes David Ebner, Founder and CEO of Content Workshop, for a timely conversation about how to embrace AI without losing the power of authentic storytelling. As a creative writer turned agency leader, he brings a grounded perspective to the rapidly evolving content landscape. Together, Sharon Toerek and David Ebner explore why the fundamentals of great storytelling haven't changed even as technology advances at a relentless pace. You'll hear practical insights on integrating AI in ways that enhance, rather than erode, creativity and trust, along with smart strategies for building meaningful connections in an increasingly automated world. What you will learn in this episode: Why storytelling still outperforms tactics, even as marketing tech evolves The crucial difference between treating AI as a tactic versus a strategy, and common mistakes agencies make How to "zig" when everyone else is "zagging" to differentiate your agency's brand and service offering Ways to incorporate training and education as valuable, monetizable agency deliverables How to maintain and grow client trust when AI-generated content is everywhere What the future holds for content-driven agencies Bio David J Ebner is the President and Founder of Content Workshop, a story-first content marketing agency. While in graduate school, he assembled a collective of storytellers whose sole purpose was to use their storytelling skills to help brands create and convert an audience. That idea became Content Workshop in 2013. After graduating from the University of Tampa with an MFA in Creative Writing, he authored the Amazon Best Seller: Kingmakers: A Content Marketing Story. In 2025, Content Workshop acquired Lush Concepts, a web and technology studio, to heighten storytelling through every aspect of a brand's digital and physical footprint. Today, David runs Content Workshop and Lush Concepts from their headquarters in Clearwater, Florida. He also serves as the treasurer for a national non-profit and roasts his own coffee. Resources: Website: https://contentworkshop.com/ LinkedIn Personal: https://www.linkedin.com/in/davidjebner/ LinkedIn Business: https://www.linkedin.com/company/contentwriterworkshop/

On this episode of The Innovative Agency Podcast Sharon Toerek is joined by Marcel Petitpas, CEO and co-founder of Parakeeto. Their conversation focuses on one of the most persistent and misunderstood challenges facing agency leaders today: profitability. Often when margins feel tight, we blame pricing, overhead, or "the market." But even agencies with growing revenue can struggle to take home real profit. Marcel helps us look beneath the surface to uncover what's actually driving (or draining) your margins. From breaking the habit of measuring success by revenue alone to identifying the operational decisions that quietly erode profit, this discussion is packed with practical guidance. If your agency's financial results don't reflect the effort you're putting in, this episode will help you understand why. What you will learn in this episode: Why most agency profitability struggles aren't about pricing alone How to break free from the starving/indigestion cycle The critical "framework first" approach to profitability Common misconceptions about overhead, utilization, and pricing that lead agencies down the wrong path The surprising impact of utilization and delivery margin on your bottom line Tested strategies for recalibrating your client relationships, project scoping, and team structure What AI and advanced data practices mean for small and mid-sized agencies trying to future-proof their financials Bio Marcel Petitpas is the CEO & Co-Founder of Parakeeto, a company dedicated to helping agencies measure and improve their profitability by streamlining their operations and reporting systems, a problem he discovered while running his own agency back in his early 20's. He's also the fractional COO at Gold Front, an award-winning creative agency in San Francisco working with brands like Uber, Slack, Keap, and more. As well as the head strategic coach at SaaS Academy by Dan Martell, the #1 coaching program for B2B SaaS businesses in the world. In his work as a speaker, podcast host, and consultant, specializing in Agency Profitability Optimization, he's helped hundreds of agencies around the world improve profitability and cash flow in their business. Resources: Website: www.parakeeto.com www.marcelpetitpas.com Agency Profitability Toolkit LinkedIn: https://www.linkedin.com/in/marcel-petitpas-20059588/ Facebook: https://www.facebook.com/agencyprofitability Twitter: https://twitter.com/Parakeeto