Client or Commodity? Building an Agency
on Trust and Relationships
On this episode of Leap Forward, we welcome Mark Sowerby of Drive, an expert in automotive PR and communications. Mark explores the specialized, high-growth sector of automotive tech suppliers who are revolutionizing dealer efficiency and profitability. He discusses his journey building a niche agency and emphasizes that effective communication is the engine driving these emerging businesses. Let's start the conversation and find out what accelerates success.
00:00
The episode's introduction
01:16
Drive's core business as a PR and communications agency specializing in automotive retail suppliers, especially tech businesses.
02:58
The decision to pivot from a generalist B2B agency to focusing entirely on the automotive space for an edge and growth.
04:45
Mark's personal journey from studying law to focusing on communication, which led him into marketing and PR.
05:25
His shift from PR (lack of control) to copywriting (more control) and his early experience at a big automotive agency.
08:25
The agency's rebrand and launch as Drive Agency, focusing on automotive tech, which occurred around the time of Covid.
12:34
Discussion of the rapid pace, high velocity, and client expectation shift in agency life, and the need to manage that pace.
15:25
Mark's view on empathy as a key part of his leadership style when dealing with clients, customers, and the internal team.
18:35
How AI and technology, including tools like transcription, are embraced to increase productivity and free up time for creative, personable, and client-focused work.
40:20
Excitement about the growing role of individuals within B2B brands coming forward (video, events) to build trust and authenticity as a counter to the rise of easily generated AI content.
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