WEBINAR: How To Market Your Agency

6 Tools to Unlock Opportunity

Marketing an agency is fundamentally different from marketing anything else. It's not about running ads and driving conversions. You can't fake expertise. And you're often competing against agencies with bigger teams, bigger budgets and more established reputations.

For independent agencies, thinking is the key to unlocking opportunity.

This session breaks down six specific, tactical tools that successful independent agencies use to build credibility, get noticed and attract better clients.

1. News Pitches – Getting trade coverage that builds third-party credibility
2. Op-Eds – Positioning thought leadership in publications prospects read
3. Awards Entries – Converting client work into competitive proof points
4. Panel Proposals – Securing speaking opportunities that expand your reach
5. Website Optimization – Turning visitor interest into real conversations
6. Messaging – Standing out when every agency sounds the same

This isn't marketing theory. We'll discuss what independent agencies do to market themselves effectively, how to choose which tools make sense for your agency right now and how to know if your efforts are working or just keeping you busy.

The session is built around interaction. Come ready with questions about your specific challenges—whether you're just starting to think about agency marketing or you've been at it for years but feel stuck. We'll tackle real problems and leave you with a practical plan.

Who should attend:
Agency owners, partners, and marketers who want to build visibility and attract better clients.

What you'll leave with:

• A clear framework for the six core tools agencies use to showcase their thinking
• Guidance on which 2-3 tools make sense for your agency based on your strengths and goals
• Real examples of what works and what doesn't
• Answers to your specific questions about marketing your agency

About Our Speaker:

Doug Zanger spent 30 years figuring out how advertising works, always knowing independent agencies needed their own home. So he built Indie Agency News in 2023, now serving 300+ agencies globally with editorial content, business tools, and networking. In 2026, he's launching inhouse.news for the in-house community.

Uncle Advertising. That's what they call him —and the nickname stuck because it fits.

His career: 30 years as a voiceover artist (Nike, Heineken, IBM, Spotify, Google, Intel). 12 years in radio, hand-picked by Ebro Darden to produce Portland's #1 morning show, winning the Radio Mercury Award in 2003. Six years as an editor at Adweek and The Drum covering purpose and DEI. Led brand communications at The Martin Agency. Helped launch Advertising Week's content strategy. Co-founded and served as executive director of NextNW.

He's a professor at Portland State University, teaching advertising, previously at Mt. Hood Community College and the University of Oregon. Teaching is where he invests in the next generation—and that energy shows up everywhere at IAN.

Women In Marketing recognized his DEI work in 2017. He once stumped Oprah with a question at a Fast Company event.

Minnesota-born, South Jersey-raised, Portland is home. Borderline insufferable about the Pacific Northwest. Arsenal and Philly sports fanatic. Building the platforms independent agencies and in-house teams always deserved.

Thank you to our corporate sponsor Amazon for making this webinar possible!

6 Tools to Unlock Opportunity