In-house marketers and agency leaders don’t always speak the same language - but when they do, the results can be game-changing.

In this episode, host James Lawrence sits down with Drew McLellan, CEO of the Agency Management Institute, to unpack what makes agency relationships thrive or fail. Whether you're managing one agency or several, or considering switching partners altogether, this episode is for anyone wanting to bridge the in-house/agency gap.

• The top reason agency-client relationships break down: (communication) and how to fix
• How in-house marketers can improve agency performance through more transparency
• Why caring (and showing it) really matters to agencies
• The red flags that indicate when it’s time to walk away from your agency
• Why investing in building a true partnership with your agency pays off

Drew McLellan has worked in advertising for 25+ years and started his own agency, McLellan Marketing Group in 1995 after a five-year stint at Y&R. He also owns and runs the Agency Management Institute (AMI), which is a consultancy for small to medium-sized agencies that has been helping agency owners grow their agencies since the early 90s. Drew’s agency was a member of the organization for years before Drew acquired AMI and began to run it full-time. Drew’s often interviewed/quoted in Entrepreneur Magazine, New York Times, CNN, BusinessWeek, and many others. The Wall Street Journal calls him “one of 10 bloggers every entrepreneur should read.

You can follow Drew on LinkedIn.

James Lawrence LinkedIn: https://www.linkedin.com/in/jameslawrenceoz/

Smarter Marketer Website: https://rocketagency.com.au/smarter-marketer-podcast

Rocket Agency Website: https://rocketagency.com.au/

Rocket Agency LinkedIn: https://www.linkedin.com/company/rocket-agency-pty-ltd/

Hardcover: https://amzn.to/30O63kg

Kindle: https://amzn.to/2ZqfCWm

This is the definitive podcast for Australian marketers. Join Rocket Agency Co-Founder and best-selling author, James Lawrence in conversation with marketers, leaders, and thinkers about what it takes to be a smarter and more successful marketer.

People don’t buy luxury for utility. In high-end markets, purchase decisions are driven by emotion, identity and status - not features or price points. For marketers in the high-end space, this changes everything.

In this episode of Smarter Marketer, Giverny Reid - Director at creative property marketing firm &Only and former Creative and Marketing Director at Crown Group - breaks down what actually drives demand in premium categories.

• What sets luxury marketing apart from traditional marketing
• Why legacy and brand credibility matter more than ever
• How to genuinely harness scarcity and FOMO without any tricks
• Why real-world experiences still dominate in luxury and property marketing
• Using digital, AI and emerging technologies like AR/VR to spark desire
• Where most marketers get high-end marketing wrong

Giverny Reid is the Director of creative property marketing firm &Only, bringing over 15 years of experience in building and positioning premium brands in the luxury space. Previously, she was the Creative and Marketing Director at Crown Group, where she played a key role in shaping one of Australia’s most recognised luxury property brands.

Giverny’s work has earned her recognition across the industry, including being named ‘Marketer of the Year’ by realestate.com.au in 2022. She’s also been a finalist in the B&T Under 30 Awards for Design and has led major brand and event campaigns across Australia.

You can follow Giverny on LinkedIn.

James Lawrence LinkedIn: https://www.linkedin.com/in/jameslawrenceoz/

Smarter Marketer Website: https://rocketagency.com.au/smarter-marketer-podcast

Rocket Agency Website: https://rocketagency.com.au/

Rocket Agency LinkedIn: https://www.linkedin.com/company/rocket-agency-pty-ltd/

Hardcover: https://amzn.to/30O63kg

Kindle: https://amzn.to/2ZqfCWm

This is the definitive podcast for Australian marketers. Join Rocket Agency Co-Founder and best-selling author, James Lawrence in conversation with marketers, leaders, and thinkers about what it takes to be a smarter and more successful marketer.

The agency pitch process is one of the most important - yet deeply flawed - aspects of the marketer-agency relationship. In this Smarter Marketer Podcast episode, Host James Lawrence talks about the realities of modern-day pitching with someone who’s been at the coalface for decades: industry veteran Darren Woolley, Founder and CEO of TrinityP3.

Darren unpacks the latest State of the Pitch 2025 Report by TrinityP3, revealing why things have actually gotten worse in 2025 - and what both marketers and agencies can do to fix it.

Read the State of the Pitch 2025 Report.

• The most common pitch mistakes made by marketers - and how to avoid them
• Why cost-cutting is undermining agency performance and client outcomes
• The real-world impact of involving too many agencies in a pitch
• How AI and automation are being overpromised in the pitch process
• Effective ideas to create a more respectful, effective and sustainable approach to pitching

Darren Woolley is considered a thought leader on all aspects of marketing management. A Problem Solver, Negotiator, Mentor, Founder & Global CEO of TrinityP3 - Marketing Management Consultants, Industry Commentator, Podcaster, and Author. He is also a Past-Chair of the Australian Marketing Institute, Past President of the Melbourne Advertising and Design Club, Ex-Medical Scientist and Ex-Creative Director.

You can follow him on Instagram [@_trinityp3_], LinkedIn, or find out more on his website.

James Lawrence LinkedIn: https://www.linkedin.com/in/jameslawrenceoz/

Smarter Marketer Website: https://rocketagency.com.au/smarter-marketer-podcast

Rocket Agency Website: https://rocketagency.com.au/

Rocket Agency LinkedIn: https://www.linkedin.com/company/rocket-agency-pty-ltd/

Hardcover: https://amzn.to/30O63kg

Kindle: https://amzn.to/2ZqfCWm

This is the definitive podcast for Australian marketers. Join Rocket Agency Co-Founder and best-selling author, James Lawrence in conversation with marketers, leaders, and thinkers about what it takes to be a smarter and more successful marketer.