Smaller, Faster, More Human: The Future of Agencies, with Carl Smith

Creative Agency Account Manager Podcast

Welcome to episode 135. There’s a quiet shift happening in the agency world - and today’s episode gets right into it.
More and more agencies are choosing to stay lean, move faster, and build businesses that are not just profitable - but more human. And that shift is changing everything, from how we use AI, to how we lead, to what it means to be an account manager.
Carl Smith leads The Bureau, a community that connects and supports agency leaders. A former theater major, he ran his agency nGen Works for 12 years, experimenting with unconventional management. After attending a Bureau event in 2012, he saw the power of community and took over in 2016. Now, Carl helps leaders navigate the challenges of running an agency, ensuring no one feels alone. Through Slack, events, and collaborative programs, The Bureau fosters real connections and growth. When he’s not building community, he’s running, recording, or speaking about leading humans.
In this episode, Carl shares with me:
- Why staying small is becoming a competitive advantage
- How agency leaders are managing burnout, uncertainty and shifting business models
- How AI is accelerating workflow and value-based pricing
- Why Gen Z is redefining what an agency is and why they’re not calling it an agency at all
- And what the future of account management looks like in this changing landscape
If you’re looking for community and connection in these changing times, do follow Carl Smith on LinkedIn and check out what the Bureau has to offer. Carl and the team are doing brilliant work to support agency leaders who not only want to stay ahead of the changes but feel less alone at the same time.
https://www.linkedin.com/in/carl-w-smith/
https://bureauofdigital.com/event/leadership-love-portland-oregon
If you’re leading client relationships and want to keep developing as the landscape shifts, don’t forget to sign up for my newsletter at https://www.accountmanagementskills.com
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