How to solve the profit visibility problem in your agency, with Anna Appleton-Claydon & Alfie Wenegieme

Welcome to episode 166. This conversation is going to be particularly interesting for you if you’re an agency owner struggling with spreadsheets, disconnected systems and lack of visibility over pricing, profitability or resourcing. It’s a story about how one agency owner solved their own operational problem, turned that internal solution into a platform, and is now helping other agencies solve the same challenges. I’m joined by Anna Appleton-Clayton, Managing Director of We Create Digital and CEO of Rofinery. With over 15 years of agency experience, she understands both the day-to-day pressures and the bigger challenges agencies face as they grow. She’s taken that firsthand experience and built Rofinery to reflect how agencies actually operate - focusing on practical and intuitive features that work in the real world, not just in theory. Alfie Wenegieme is the Founder of Profit Sprout Consultancy, COO of Rofinery and a chartered accountant with over 18 years’ experience helping agencies unlock profitability and commercial success. Alfie helps agencies of all sizes from small to medium size independent firms to global players to strengthen financial management, build robust commercial operations, and elevate commercial capability across teams through training. We talk about: - why so many agencies are still running on gut feel - why time tracking still matters - where profit can quietly leak out of the business - which clients are actually worth more focus - and how AI is changing client expectations around speed, cost and value. You can find out more about Rofinery here: https://rofinery.com/ You can connect with Anna and Alfie here: https://www.linkedin.com/in/anna-appleton-claydon/ https://www.linkedin.com/in/alfie-wenegieme/ https://www.linkedin.com/company/rofinery/ If you’d like more insights on agency account management, client retention and growth, go to the Account Management Skills website and sign up for my newsletter. https://www.accountmanagementskills.com

Welcome to episode 165. This episode will be particularly useful to you if you’re an agency owner or account manager who wants to move your client conversation away from execution and further upstream into strategy, ideas and innovation. My guest is Phil Blackmore, the Co-Founder of Create Health, an Ideas Lab for pharma and life sciences brands. He helps clients solve communication and innovation challenges through ideas, thinking and senior experience, combining strategic human insight with AI-enabled ways of working. The business has evolved towards more upstream, ideas-led engagements, including structured ideas days designed to unlock fresh thinking, align teams and create new opportunities for activation. Phil is also a Co-Founder of The Health House, a support network for independent healthcare agencies and is currently writing a book on optimism. Phil shares how he’s moved his agency upstream by focusing on ideas, strategic thinking and innovation workshops - the kind of value clients can’t easily replicate in-house or with AI. We also discuss how these ideas labs help deepen client relationships, open up new opportunities and reposition the agency from supplier to strategic partner. Phil’s ideas lab is a brilliant example of creating a space for clients to think differently, solve bigger business challenges, and reposition the agency in the client’s mind as more of a strategic partner that understands their business challenges as well as an agency that executes projects well. You can connect with Phil Blackmore here: https://www.linkedin.com/in/pblackmore/ https://createhealth.com/ Links mentioned in our chat: 10 Commandment: https://www.linkedin.com/posts/pblackmore_communication-insight-empathy-activity-7331213480416432129--F5W?utm_source=share&utm_medium=member_desktop&rcm=ACoAAAq4nv0BHgXCU2xyFAjDt3MBp1XCFLXeoeI What If? https://www.youtube.com/channel/UCyBabRfl-Ek1TRYUy5VnPHQ Most agency owners and leaders I speak to have a question they've been carrying around for months. Maybe it's about a client they can't quite work out what to do with. Maybe it's about a team member that should be growing accounts but isn't. Maybe it's about a hiring decision or a team change they've been putting off. I’m offering a 90-minute owner-level Account Growth Strategy Session. It’s you and I focussed on your agency challenge together drawing on my hands-on experience working with client facing teams for years. You’ll have a written diagnosis afterwards, and a clear next step. You can find it at: http://accountmanagementskills.com/account-growth-strategy and there's a 20-minute intro call you can book if you want to talk it through first.

Welcome to episode 164. This episode is going to be particularly useful if you’re thinking about how agencies can stay profitable and relevant as AI reshapes the way work is delivered and valued. Brian Kessman, Founder and Principal Consultant at Lodestar Agency Consulting, joins me to talk about why the traditional agency model is under so much pressure, what it really means to move from selling hours to selling solutions and outcomes, and how agencies can start packaging their expertise in a more scalable way. Lodestar helps CEOs and CFOs of independent agencies, multinational networks, and holding companies redesign their value models - the commercial system that connects how they define, package, deliver, and price their expertise using solutions and outcomes, not hours and headcount. Brian and I also talk about pricing, procurement, productised offers, and why so much strategic value is often being given away without agencies even realising it. There’s a lot in this conversation for agency owners and client-facing teams alike. You can connect with Brian here: https://www.linkedin.com/in/briankessman/ https://www.lodestaragencyconsulting.com/ https://www.lodestaragencyconsulting.com/agency-model-map VoxComm's Redesigning the Agency Value Model: https://voxcomm.org/wp-content/uploads/2026/03/Redesigning-the-agency-value-model.pdf IPA Pricing Playbook: https://ipa.co.uk/knowledge/publications-reports/the-ipa-pricing-playbook/ And, if you’d like to stay updated with changes in the agency world as they relate to account management, client retention and growth, or speak to me about training options for your team, head over to https://www.accountmanagementskills.com

Welcome to episode 163. If you’ve been thinking about how the agency business model is evolving, and what clients are looking for from their agency partners now, this conversation might spark some ideas about how to work with clients differently. I'm talking to President and Founder of Broadview Labs, Neil Follett. Broadview Labs is a creative agency focused on life sciences, currently powering the hybrid studio for a leading US Pharma agency. Neil is a serial entrepreneur who has build and sold a creative agency as well as an events business. He thrives on creating business that create value for clients and provide dynamic environments within which individuals can flourish. And he helps people and brands meet their full potential. In this episode, Neil shares his journey of creating an embedded agency structure for one client. He talks to me about how the opportunity came about, how it works in practice and how to move beyond being seen simply as a resource. We also touch on AI and where it may genuinely add value, rather than simply helping agencies do the same work quicker. You can contact and connect with Neil here: https://www.linkedin.com/in/neilfollett/ https://www.broadviewlabs.ca If you’d like to be kept updated with changes in the agency world as they relate to the account management role, or speak to me about client retention and growth training options, go to my website at https://www.accountmanagementskills.com

Welcome to episode 162. If your agency is experimenting with AI, buying new tools and still feeling like not much has really changed operationally, you're not actually imagining it. That is exactly what this episode gets into. I'm chatting with Emily Hatton, a Business Operations Consultant and the founder of AI in Agencies, where she helps agencies turn AI from scattered experiments into structured, profitable ways of working. After years supporting service businesses with operations, capacity planning and profitability, Emily saw a growing gap: agencies were adopting AI tools quickly, but their operating models hadn’t caught up. Today, she works with agency founders and leadership teams to integrate AI into workflows, resourcing, pricing and delivery — helping teams save time, improve margins and get more value from the tools they already pay for. Her work focuses on practical implementation, not hype, and on helping agencies build sustainable AI capability inside their teams. In this conversation, Emily and I talk about why AI adoption so often becomes a bit chaotic inside the agency. Different teams using different tools, no real ownership and not enough measurement of whether any of it is actually saving time or improving the work. We also get into why the smarter starting point is actually to look at your processes and workflows, not the latest tool that you can get, but how to get more from the actual tools you're already using, your tech stack. And finally, we talk about governance, client trust, pricing pressure, and what agencies need to sort out now if they want to stay commercially relevant. If AI in your agency currently feels a little bit messy, a bit exciting, but also a bit overwhelming all at the same time, then this one is for you. You can contact and connect with Emily here: www.linkedin.com/in/emily-hatton https://aiinagencies.com/ How AI-ready is your account management team? Find out in 3 minutes with our free quiz - and discover where your biggest growth opportunities lie: https://www.accountmanagementskills.com/ai-readiness-quiz

Welcome to episode 161. In this episode, we’re talking about what it really means to move from “getting stuff done” to becoming a genuinely strategic partner. I'm chatting with Eloise (Ellie) Todd, Account Director at strategicabm, who support B2B SaaS and Tech clients in building successful and scalable ABM programs.. Ellie loves building relationships with clients and helping ABM programs grow and succeed. Ellie shares how account-based marketing actually works in the real world — not the textbook version — and why getting sales and marketing aligned can make or break results. We also get into something I know a lot of you are thinking about… AI. Specifically, what happens when an agency codifies its expertise and builds its own tool rather than just using ChatGPT to write emails. And we talk about something I bang on about a lot - building relationships across multiple stakeholders inside your client’s organisation so you’re not exposed when your main contact leaves. (Because let’s be honest… that happens.) If you’re wondering how to add more value beyond deliverables, and protect your accounts at the same time, this conversation will get you thinking. A few things really stood out for me. 1. Value doesn’t just come from what you deliver. Sometimes the biggest difference you make is getting your client’s internal teams aligned. That’s not fluffy. That’s commercial. 2. Your IP matters. In a world where everyone has access to AI, what makes you different is your thinking, your frameworks, your experience. If you don’t package that up, someone else will. 3. Stay curious. Ask better questions. Challenge gently. Feed insight back into your agency. That’s how you move from order-taker to trusted adviser. You can connect with Eloise Todd here: https://www.linkedin.com/in/eloisetodd/ Resources mentioned: ABM Mastery — strategicabm's suite of training programmes teaching AI use at each stage of ABM — https://www.strategicabm.com If you’d like to stay updated with shifts in the agency world as they relate to the account management role , or if you’d like to talk to me about client retention and growth training for your team, head over to https://www.accountmanagementskills.com And if you haven’t already, take the AI readiness quiz whilst you’re there. It takes a few minutes and it might highlight a few gaps you didn’t realise were there.

Welcome to episode 160. We’re diving into one of the most important topics in client relationships: trust, with Charles H. Green - an author, speaker and world expert on trust-based relationships and sales in complex businesses. Founder and former CEO of Trusted Advisor Associates, he is author of Trust-based Selling, and co-author of The Trusted Advisor and the Trusted Advisor Fieldbook. Charles spent 20 years in management consulting. He has a BA in philosophy (Columbia), and an MBA (Harvard). We explore what really drives trustworthiness, why listening is your most powerful tool as an account manager, how to build credibility without overcompensating, and why authentic relationships will only become more valuable in an AI-driven world. There are some brilliant, practical insights in this one. My biggest takeaways? Trust is built far beyond credentials, listening is your superpower, and in a world of AI and automation, genuine human connection is only becoming more valuable. You can connect with Charles H Green here: LinkedIn: www.linkedin.com/in/charleshgreen Website: http://trustedadvisor.com Trusted Advisor test: https://trustedadvisor.com/build-trust/how-trustworthy-are-you If you’d like to stay up to date with the latest thinking, tools and trends in account management, you can sign up for my weekly newsletter at https://www.accountmanagementskills.com

Welcome to Episode 159. If you’ve ever walked into a client meeting (or a pitch… or a QBR… or onto a stage) and thought, “I’ve got so much to cover - how do I say it without losing people?” - you’re going to love this one. I'm joined by Martin Barnes, Founder of 8 Seconds 2 Connect and Leadership Communication expert. Martin help leaders communicate at the moments that matter. When a big idea needs to land, shift a room, or spark momentum. His background spans 25 years in design, advertising, and film across the UK and China. He's pitched to Hollywood producers, coached C-suite teams at Mercedes, ByteDance, VW, and Cartier, and helped founders raise millions and step onto TEDx stages. In this episode, Martin and I talk about why stories build trust faster than “look how much I know” - and how to share your expertise without sounding like you’re selling, name-dropping, or talking about yourself too much. We also get into the “data dump” problem: what to do when you’ve got loads of information, but you want the room to actually listen. And Martin shares a really practical way to prepare for presentations, especially if you get nervous, using voice notes and repetition so it feels less scary and more familiar. You can connect with Martin here: https://www.linkedin.com/in/martinbarnespresentations/ If you’d like to be kept updated with shifts in the agency world as they relate to the account management role, or you’d like to speak to me about client retention and growth training options, head to https://www.accountmanagementskills.com You can also sign up to my newsletter there, and you’ll find the AI readiness quiz too.

Welcome to episode 158. I’m joined again by Michael Farmer to unpack what’s really going on in the agency world right now - and what it means for you if you’re running an agency, leading clients, or working in account management. Michael Farmer is Chairman and Chief Executive Officer of Farmer & Company LLC, a New York based strategy consulting firm for major advertisers and their creative and media agencies. He also serves as Professor of Branding and Integrated Communications at The City College of New York (CCNY). He's the author of Madison Avenue Manslaughter, an inside view of fee-cutting clients, profit-hungry owners and declining ad agencies (3rd Edition 2019), and Madison Avenue Makeover: the transformation of Huge and the redefinition of the ad agency business (2023). He has completed a new book, Madison Avenue Revisited, to be published in June 2026. Here’s what we get into: - Why Michael’s new book Madison Avenue Revisited is a sharper, more hard-hitting update on what’s driving agency decline — especially the impact of holding company decisions. - What the current wave of M&A and cost-cutting signals for agency capability, talent, and client outcomes - including the knock-on effects for senior experience in an AI era. - Why independent agencies could be entering a genuine opportunity window — and how “productising” services and focusing on measurable growth can change the game. - And a brilliant reframing for account managers: why you should stop thinking like a logistics coordinator and start operating like a management consultant to your clients. It’s one of those episodes that really challenges how we think about the agency business model. Here are a few key takeaways : - Agency success can’t just be about delivering output cheaply — the real opportunity is in linking your work to client growth and outcomes. - The industry’s talent shape is getting distorted: AI may remove more junior execution work, but it raises the need for experienced people who can direct, judge, and advise. - Independent agencies have a chance to differentiate by being explicit about what they stand for — not “low cost,” but “we help you grow, and we’ll prove it.” - And for account managers: you’ll be far more valuable when you bring data, insight, and a point of view — not just project updates and deadlines. You can keep with Michael Farmer here: http://linkedin.com/in/michaelfarmer www.farmerandco.com Madison Avenue Revisited: https://amzn.eu/d/07SX5rrI Madison Avenue Makeover: https://amzn.eu/d/0je8R4FA Madison Avenue Manslaughter: https://amzn.eu/d/09U5HbiN If you’d like to be kept updated with shifts in the agency world as it relates to the account management role - or you’d like to talk to me about client retention and growth training options - head to my website https://www.accountmanagementskills.com You can also sign up to my newsletter there so you don’t miss new episodes, mini-trainings, and what I’m seeing in the market.

Welcome to Episode 157. I've got two returning guests to the show, Kate Eversole (Event Director) and John Gwillim (Co-Founder) from PharmaBrands. They provide world-class education, support, inspiration and experiences for one of the most challenging and important communication environments there is, healthcare marketing. They bring pharma teams and their agencies together through events and meetups designed specifically to help people thrive in the age of AI. In this episode, we talk about the shift from last year’s podcast episode where we were talking all about prompting, to what's relevant in March 2026, the big focus on AI agents. Kate and Jonathan also share what's happening inside pharma with approved tools like Microsoft Copilot and Gemini and why agencies need to align with the client's approved tool stack. We also talk about the reality of governance versus shadow AI: employees using AI without a company license. And why compliance and behaviour don't always match. We cover more about PharmaBrands ‘Age of AI, Europe’ event, taking place in London on 10th March 2026. If you're listening after the event, don't worry because Kate and Jon shared so many insights into the realities of what's happening right now with the pharmaceutical industry and medical communications when it comes to AI adoption. You can connect here on LinkedIn: Kate Eversole - https://www.linkedin.com/in/kateeversole/ Jonathan Gwillim - https://www.linkedin.com/in/jongwillim/ Resources mentioned: PharmaBrands website - https://www.pharmabrands.ca/ Age of AI, Europe - event details and speakers - https://www.pharmabrands.ca/age-of-ai-europe-event-2026 Real Staffing Report - https://www.realstaffing.com/en-us/knowledge-hub/industry-insights/the-life-sciences-skills-crisis-shadow-ai-professional-migration-and-the-race-against-becoming-obsolete/ If you'd like to be kept updated with shifts in the agency world as it relates to the account management role, or perhaps you'd like to speak to me about client retention and growth training, please sign up for my newsletter. https://www.accountmanagementskills.com