Episode 556 Key Insights from the 2026 Agency Edge Study with Susan Baier

Welcome to another insightful episode of Build a Better Agency! This time, host Drew McLellan teams up once again with research partner Susan Baier from Audience Audit to unpack the findings from the highly anticipated 2026 Agency EDGE study. Together, they examine how AI is impacting agencies and, more importantly, the shifting expectations and priorities of agency clients in this rapidly changing landscape. Drew and Susan discuss how clients' attitudes toward AI have evolved dramatically over the past year. Gone are the days of uncertainty and secrecy—now, clients expect agencies to be transparent about their use of AI and, even more significantly, to serve as strategic guides and governance partners in the age of automation. The conversation explores three core client segments that have emerged: strategic stewards prioritizing brand protection, adaptive accelerators seeking innovation at speed, and performance pragmatists laser-focused on measurable outcomes. You'll hear why differentiation is more important than ever for agencies, especially as client expectations for sophisticated strategy, proactive guidance, and data-driven decision-making continue to rise. The hosts also highlight new business opportunities for agencies willing to lead on AI adoption, particularly in providing governance and integrating technology across the buyer's journey. If you want to understand what clients truly value today—and how your agency can step up to claim a central, irreplaceable role—this episode is essential listening. Packed with actionable insights, it's a must for any agency leader eager to thrive in the AI era and beyond. A big thank you to our podcast's presenting sponsor, White Label IQ. They're an amazing resource for agencies who want to outsource their design, dev, or PPC work at wholesale prices. Check out their special offer (10 free hours!) for podcast listeners here. What You Will Learn in This Episode: Discover the three distinct client segments that define agency value in the AI era Learn why strategic leadership has become the top priority for agency clients Understand how AI has shifted from experimental to table stakes in just 365 days Master the art of challenging clients while maintaining strong relationships Develop frameworks for positioning your agency within specific value propositions Transform your account management approach from order-taking to strategic consultation Create differentiation strategies that separate you from generalist competitors Build client relationships that leverage AI while emphasizing human insight Implement governance strategies that protect brands while embracing innovation