Productize or Die
in the Age of AI
Helping Agency Leaders Systemize
Repeatable & Profitable Growth.
For agencies doing between $3M to $125M annually, growing less than 15% YOY (or) achieving a net profit margin less than 20% :: We help you productize, then systemize, to achieve repeatable and profitable growth.
THE BIG PROBLEM
We've all watched as agency services have become increasingly commoditized...
And now, as we wade deeper into the Age of AI, we can all but guarantee that the most common agency services (creative, content, websites, digital marketing) will face a rapid decrease in value... and it’s going to happen way faster than we think.
So how do we survive?
What does the agency of the future look like?
Yes, you need to master all the latest AI tools and use them to supercharge your business. But I posit the real drivers of (profitable) growth will be found in human-led strategic services. Creating a divide between the creative work, that will ultimately be powered by AI, and the relationship side of the business where unique (human-led) strategic offerings will set the world’s best agencies apart.
It’s what'll keep clients choosing actual agencies - over software.
THE DETAILS
In working with hundreds of agencies over the past 23 years, I’ve identified 3 core problems that plague the vast majority of agencies:
MARKET SPECIFICITY
Failing to focus on a specific enough market, which leads to ineffective marketing.
BIG END RESULTS
Failing to communicate the big end results you can produce for your dream clients.
UNIQUE MECHANISMS
Failing to demonstrate the unique frameworks you’ll use to achieve those results.
These are the building blocks of Productization.
Which are also the building blocks of Differentiation ;)
MEET ANTHONY
Over the past 23 years, Anthony has built six companies, sold four of them, and taken two companies public on the Canadian Stock Exchange. He’s worked with executive leaders in 17 countries, spoken at events around the world, and his second book (The Agency Secret) just became an international bestseller in the US, Canada, Germany and Australia.
Today, Anthony advises agency leaders around the globe, from San Francisco to Singapore, helping them reimagine, then reinvent.
Anthony believes every agency is unique on the inside, although most appear identical on the outside. A problem he aims to solve as the Founder & CEO of Agency Different.
WORKED WITH
WHAT CLIENTS ARE SAYING...
Brent Hodgins
Mirren Business Development
“Anthony helped with our strategic direction. His frameworks and thinking were incredibly valuable.”
Erin Cardone
Legendary Social Media
“Anthony made a huge difference in how we perceive ourselves and in how the market perceives us.”
Ben Graham
AdFarm
“We’ve been around for a long time. Then in walks Anthony and it’s an absolute game changer.”
WHAT WE DO
We offer strategic consulting programs to help you tackle key issues that include:
Agency Productization
Find the courage to focus on a more specific market, then align that market with big end results and unique mechanisms to join the 1% of agencies that are truly differentiated.
Brand Positioning
Roll up your newly productized agency into a compelling brand position and narrative to supercharge your brand identity and marketing efforts.
Digital Presence
This is where most agencies fail. In bringing their brand positioning to life across their digital presence; in the one place where people actually see it.
Client Acquisition Model
Shift away from the typical 'spray and pray' approach to building a single high-performing funnel that consistently produces qualified new business meetings.
Watch Anthony Speak at Mirren Live
Get the Bestseller
For the agency principal looking to systemize repeatable growth, this book provides practical frameworks to help you reimagine, then reinvent. To elevate your strategic value, better productize your offerings, then consistently land high value clients, quarter after quarter, on repeat.
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Blog highlights
Process Alone is not a Differentiator
Too many agencies market their “unique” process as a primary selling point, even though most agencies follow some variation of the exact same process. ...more
Blogs
April 23, 2025•7 min read
Why Agencies Need Growth Modelling
How does one forecast top line revenue growth in a way that isn’t just extending the trend forward from previous years or making up numbers out of thin air ...more
Blogs
April 23, 2025•5 min read
The 4 Levers of Agency™
Are you a generalist or a specialist? Do you pursue project work or AOR clients? ...more
Blogs
April 23, 2025•7 min read
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