111 The Truth Is Out There… and So Are Great Agencies: A CMO's Insight to Finding and Working with the Right Agency Partners with Julia Fitzgerald

In this episode of OnAgency, hosts Patrick and Craig sit down with Julia Fitzgerald—longtime CMO and the force behind the Mid-Size Agency Matchup. Julia brings a powerhouse résumé with leadership roles at Build-A-Bear, Sylvan Learning, Thermos, and more, and she's here to shed light on a big gap in the marketing world: how mid-size brands find right-fit agency partners—and why that search often comes up short. Together, we dive into: Why Julia created Mid-Size Agency Matchup (hint: it started with a rant). What CMOs really look for in agency relationships. How agencies can stand out by knowing their lane—and owning it. The rise of full-service expectations and why dividing creative and media is becoming a thing of the past. The one question agencies need to ask that they usually don’t (spoiler: it’s about money). The role of trust, curiosity, and courage in building standout client-agency relationships. Plus, we talk agency uniforms (Steve Jobs, Fox Mulder, and the mythical work-to-dinner outfit), accidental branding lessons, and why authenticity, while overused, still matters more than ever.  Who Should Listen: Agency leaders looking to land mid-size brand clients CMOs and marketing execs navigating agency relationships Anyone curious about how brands and agencies can work better together Listeners who love a good marketing story—with real-world takeaways About Julia Fitzgerald: Julia Fitzgerald is a CMO with decades of experience leading marketing for iconic brands including Build-A-Bear, VTech, and Sylvan Learning. Today, she’s championing connection between marketers and agencies through Mid-Size Agency Matchup—a free, fast-growing LinkedIn newsletter series spotlighting standout, right-sized agencies. Check Out Mid-Size Agency Matchup: Find Julia’s work and subscribe on LinkedIn (search Mid-Size Agency Matchup) for weekly insights and agency spotlights. For additional content follow OnAgency on Social: @OnAgencyPodcast  Contact us at [email protected] This episode is brought to you by TalentNet and MahaloHub.  TalentNet Media empowers businesses with innovative strategies in talent acquisition operations, recruitment marketing, and employer branding. Join us to stay ahead in the evolving hiring and HR technology landscape at www.TalentNetMedia.com.   For marketers looking to amplify their marketing campaigns with high-impact video content, MahaloHub simplifies your workflow with its powerful, flexible, and scalable platform. Savvy marketers know that MahaloHub makes their lives easier and budgets go further by letting them invite, capture, edit, and distribute authentic video content seamlessly across all digital channels, all from one intuitive dashboard. Check Mahalohub out at www.mahalohub.com.