Whether you want to scale it, sell it, make it more profitable or simply create a business that gives you more freedom, Agency 2.0 helps you deliberately design the agency around where you want to end up.
Then we help you build it.
You'll use a proven framework, alongside Agency 2.0 Experts who have built, scaled and exited successful agencies themselves, to make the big decisions faster and focus on what will move your business forward.
And right now, that matters more than ever.
AI is changing the agency landscape quickly. The agencies that thrive will be the ones that are clear about where they add real value, have something genuinely different to offer and aren't dependent on the founder to make everything happen.
That's the agency we help you build.
We keep the numbers small so we can work closely with every agency we accept.
Design
Grow
Build
Lead
You built it with everything you knew.
Your experience. Your instincts. Your ability to win clients, do great work, hire people and solve problems as they came along.
And it worked.
Until, somewhere along the way, getting to the next stage started to feel much harder.
New business takes more effort. Margins aren't where you want them. The team has grown, but too much still comes back to you. You know the agency needs a different structure and stronger leadership to scale, but you're not completely sure what that looks like.
You can see the next version of the business. Better clients. More predictable and recurring revenue. Stronger margins. A team that can run more of the agency without you.
The ambition isn't the problem. Getting from here to there is.
Because eventually every founder reaches the edge of what they already know how to build.
And when you're also running the agency every day, finding the headspace to step back, rethink the business and work out the right moves in the right order is incredibly difficult.
You don't need to work harder at Agency 1.0.
You need a new design for Agency 2.0 and experienced people around you who know how to build it.
That's where the Agency 2.0 Operating System™ comes in. It was built specifically for established agency owners who are ready for the next stage, but don't want to spend the next few years figuring out how to get there.
We help you step back, design the right Agency 2.0 for the outcome you want, and then put that design into action as quickly as possible. You get the framework, the plan and experienced Agency 2.0 Experts around you to help you make better decisions, avoid expensive wrong turns and keep the important work moving.
The goal is accelerated growth rather than incremental growth.
Not growth that feels harder because you're simply adding more clients, more people and more complexity to Agency 1.0. Growth that feels easier because you've redesigned the business underneath it.
A clear plan for the Agency 2.0 you actually want to build.
A stronger market position and your own IP so you're more relevant and harder to commoditise.
Better clients and more predictable growth, including more recurring revenue.
Better margins and financial clarity so growth creates value, not just more work.
The right team and structure to reduce the agency's dependence on you.
A clear CEO role so you can lead the business rather than remain trapped inside it.
And experienced people beside you to help you make the big decisions and get there faster.
The Agency 2.0 Operating System™ takes you through four stages, from designing the right agency through to building the growth, team and leadership that make it work.
Get clear on where you're going, who you want to serve, what makes you different, how you'll make money and what the business needs to look like to get you there.
Output: Your Agency 2.0 Blueprint™
Turn your positioning and expertise into better clients, stronger offers, predictable new business and more value from the clients you already have.
Output: Your Agency 2.0 Growth Engine
Put the right structure, people, accountability and financial disciplines in place so the agency can perform without everything depending on you.
Output: A self-managing, more valuable agency
Get out of the work you shouldn't be doing and lead the strategy, people, numbers and decisions that move the agency forward.
Output: You leading Agency 2.0 as CEO
Before you can build a better agency, you need to know exactly what you're building.
We start with the Agency Owner's Flywheel™ and look at the whole business: where you want to take it, how you want it to fit your life, what's working now and what needs to change.
Define the agency you want to build, where you're taking it and what success looks like for you.
Turn your expertise into a clear position and valuable IP that makes you different, relevant and harder to replace.
Identify your Ideal Client Identity so you know exactly who you want more of and build the right client portfolio.
Build a consistent system for attracting and winning the high-value clients you really want.
Create a systematic way to grow the value of your existing clients and generate more predictable revenue.
Build the team, structure and leadership that allows the agency to perform without everything depending on you.
Turn your strategy into focused 90-day priorities and actions so the agency keeps moving towards the vision.
A clear design for the agency you're going to build, based on your goals, your strengths and the outcome you want.
And because this is about accelerated growth, we don't wait until the Blueprint is finished before anything changes. As soon as we identify an opportunity to improve the business, we start putting it to work.
And you can start seeing results fast.
Some of the biggest opportunities become obvious as soon as you start looking at the agency differently.
By sharpening his offer, getting much clearer about the clients he should be approaching and changing the conversations he was having, Sanket started seeing results before the Blueprint was even complete.
$1.4 million in new business in three months.
Tony put his new positioning and approach into the market while he was still working through the Design stage.
Within weeks, it helped him land a £283,000 contract with Amazon.
The point isn't that everyone will get the same result. It's that you don't have to wait until you've finished redesigning the agency before you start benefiting from it.
Once your Blueprint is complete, you'll have a private validation session with one of our Agency 2.0 Experts. Together, we'll look at the whole design, challenge the thinking, spot any gaps and make sure the pieces work together.
Then we decide what matters most next. You leave with your first 90-Day Agency 2.0 Plan, focused on the priorities that will create the biggest movement in the business.
That's when we move from designing Agency 2.0 to building it.
Once the design is clear, we start building the commercial engine behind it.
This is about creating more predictable, profitable growth, rather than relying on referrals, bursts of activity or you personally driving every opportunity.
We take the positioning, ideal clients and IP Engine you've designed and turn them into a practical growth system for winning better new clients and growing the value of the clients you already have.
A clear, repeatable way to identify, approach and win the clients you really want.
A deliberate plan for increasing the value of existing relationships, developing stronger offers and building more recurring revenue.
Together, they create a more predictable growth engine around the Agency 2.0 you're building.
Mike tightened his niche around his IP Engine and put a simple sales system behind it.
Soon he had 20 proposals in market at three times his previous rates.
He went to Fiji. When he came home, four had closed. At 3X his old rates.
Brendan already had a sales system. What changed was his positioning and who he was targeting.
He identified ten ideal clients he previously wouldn't have approached. One email generated three appointments in two days.
One went on to become the biggest client his agency had ever won.
When we met Lindsay, she had lost two major clients, was exhausted and ready to give up.
Lindsay worked on the same fundamentals: getting clearer about the offer, the value and who the agency should be targeting.
Within 6 months she had doubled revenue and hired two new people.
Growing Agency 2.0 isn't about chasing more revenue at any cost. It's about building better, more predictable and more profitable growth around the agency you've deliberately designed.
And once that growth starts coming through, the next question becomes: can the business deliver it without creating more work for you?
Winning better clients and creating more revenue is only useful if the business underneath it can handle the growth. Otherwise, more growth simply means more people, more complexity and more problems landing back on your desk.
BUILD is where we put the structure underneath your Agency 2.0. We look at the team you have today, the team you'll need for the agency you're building, where accountability needs to sit and what needs to change to progressively get you out of the day-to-day.
Designed for where the agency is going, not where it's been.
A-Players in the right seats, with the capability the next stage requires.
People know what they own, what good looks like and where decisions sit.
Work, decisions and client relationships progressively move away from you and into the business.
The goal isn't to build a bigger team. It's to build a better agency that can perform without you holding it together.
When you change the business underneath the revenue, the numbers can change too.
Deanna was good at winning business, but the wrong client mix, margins and team structure meant that very little of that revenue was reaching the bottom line.
She restructured the team, changed the offer and started targeting higher-margin clients.
She went from break-even to a 25% net profit margin.
Jenni and Bryan redesigned the team around remote VA support and a core group of permanent account managers.
That freed Bryan from much of the delivery work and gave him more space to focus on sales and the business.
They went on to win their largest recurring-revenue client ever, while moving 50% of their existing clients onto higher-value packages.
A self-managing agency doesn't mean an agency that doesn't need leadership. It means an agency that doesn't need you doing everybody else's job.
And that brings us to the final part of Agency 2.0: your job has to change too.
The final part of Agency 2.0 is about changing your role in the business.
Because you can redesign the agency, improve the growth engine and build a stronger team, but if everything still comes back to you, you haven't really changed the business.
LEAD is about getting clear on what your job as CEO actually is, and progressively removing yourself from the work that somebody else should own.
Delivery, client firefighting, day-to-day decisions and being the person everyone turns to.
Strategy, leadership, financial oversight, developing your people and making the decisions that move the agency forward.
We put the leadership rhythm around that role: the right numbers to measure, clear accountability across the team, 90-day priorities and protected time for you to work on the business.
The goal is not for you to do nothing. It's for you to stop doing the things that no longer require you.
This is what Agency 2.0 can look like
After 20 years in business, Darryl and his two business partners were still heavily involved in the work.
They redesigned the structure of the practice, sharpened the positioning and offer, and got clear about the roles each partner should play.
Today, Darryl leads the business as CEO while the other partners lead their project teams.
The agency has grown to five offices across New Zealand, Fiji, Samoa and the Pacific, had its strongest year for profit and growth, and recently won $1.4 million from a single round of proposals.
Agency 2.0 isn't about building a business that doesn't need you. It's about building one that doesn't need you for everything.
So your time can go where it creates the most value: leading the agency, developing the people around you and deciding where the business goes next.
The Agency 2.0 Operating System™ gives you the framework and the plan. But the real value comes from having experienced Agency 2.0 Experts alongside you while you put it into practice.
People who have built, scaled and led agencies themselves, helping you make better decisions, avoid expensive wrong turns and keep moving.
While you're designing your Agency 2.0
As you build your Agency 2.0 Blueprint™, you'll get direct feedback from an Agency 2.0 Expert to challenge your thinking, answer questions and help you get the design right.
Expert help every week
Bring whatever you're working through in the business and get practical advice from an Agency 2.0 Expert to help you make decisions and keep implementing.
Step back. Review. Decide what's next.
Every 90 days, you'll have a private strategic review with your allocated Agency 2.0 Expert to assess progress, identify what matters most next and agree your next 90-Day Agency 2.0 Plan.
You have a proven operating system to follow, experienced people around you and regular strategic input to keep you moving. So you can make better decisions faster and build Agency 2.0 without spending another few years working it out by trial and error.
30-day trialThis isn't delivered by career coaches.
The people helping you design and build Agency 2.0 have actually built, scaled, led and exited successful agencies themselves. They know what it's like to make the decisions you're making because they've made them.
Agency Founder, CEO & Entrepreneur
Laura built her agency from scratch to more than $10 million in billings, won Agency of the Year and sold the business to Ogilvy.
She later built and sold a second business and now works with established agency owners to help them build more valuable, less founder-dependent agencies.
Agency CEO & Business Leader
Livia has held senior CEO and leadership roles at Saatchi & Saatchi and Ogilvy, as well as running a small independent agency herself.
She brings first-hand experience of leading agencies, building teams and navigating the challenges of growth and change.
Agency Founder & CEO
Phil co-founded and built Brandwidth to more than £16 million in revenue and around 100 people, before successfully leading the business through a merger and exit.
He brings first-hand experience of building the team, leadership and business infrastructure required to scale an agency beyond its founders.
Between us, we've built agencies, run them, scaled them, led large teams and exited them. Now we're here to help you build yours.
The Agency 2.0 Operating System™ is designed to stay alongside you as your agency grows and evolves.
You start with a 12-month commitment, giving us the time to help you design your Agency 2.0, start implementing quick wins immediately, and then build the bigger changes that create accelerated growth and long-term value.
The aim isn't simply to give you a plan. It's to help you build it. And to compress what could otherwise take years of trial and error into faster, better strategic decisions and implementation.
2026 Pricing
Agency 2.0 pricing will change in 2027. Your price will be locked in for as long as you stay with us.
We want you to be completely confident that you've made the right decision, so we don't ask you to commit for a full 12 months at the beginning. You can trial us for 30 days. Experience the Agency 2.0 Operating System™ for yourself.
If within the 30 days, either you or we decide it isn't the right fit, you can leave with no further commitment. It's as simple as that.
Scale My Agency Success Hub
SMASH is the global agency community behind Agency 2.0.
It brings together independent agency owners from the UK, US, New Zealand, Australia, South Africa, India, Singapore, Europe and beyond to learn, share resources, solve problems and build better agencies together.
Members get access to agency-owner discussions, workshops, expert sessions, resources and a network of people who understand the realities of building and leading an independent agency.
More than 180 agency owners have already experienced designing their Agency 2.0. And we're building something much bigger.
Better agencies for a better world.
Our vision is to help 1,000 independent agencies become the best in the world at their unique expertise and IP, building stronger businesses and using that expertise to make a significant difference to the clients, people and communities they serve.
That's what SMASH is here to do.
