The past year has certainly been chaotic for marketing agency leaders.
More than 400 agency owners and senior leaders are expected to gather in Denver this spring for the annual Build a Better Agency Summit (BABA) to learn how to adapt to the changing business environment.
Hosted by the Agency Management Institute (AMI), the summit will run May 18-20, at the Westin Denver Downtown.
“There’s no better way to improve your agency, and its bottom line, than to come together and learn together,” said AMI CEO Drew McLellan. “That’s why we’ve created this event.”
Advertising Hall of Fame member Rishad Tabaccowala, author of Rethinking Work, will share insights on adapting leadership strategies for the future of work and market changes. He spent nearly four decades at Publicis Groupe, a firm with 100,000+ employees.
The tactical side of agency operations will be represented by Robin and Steve Boehler, partners at Mercer Island Group, who will focus on how to win the clients who make up your dream portfolio and keep them happy.
This year’s speaker lineup focuses on both the financial, sales, and human sides of agency leadership.
Growth strategies remain a key focus, with Joe Pulizzi, Founder of Z Squared Media, challenging agency owners to diversify their revenue streams through content and research to increase margins and valuation. He is joined by Marcus Sheridan, Partner at IMPACT/The Question First Group, who will share insights on “Building a sales team filled with strategic advisors.”
The summit’s goal is to focus on the topics required to make an agency sustainable, scalable, and eventually, sellable. The conference focuses on the business of running a profitable agency.
AMI leadership views 2026 as a turning point, prioritizing clients that align with their agency’s core strengths, client acquisition, and long-term profitability.
The summit curriculum covers common operational blind spots, including tax strategies and diversified income, as well as winning new clients, getting the work done on time and on budget, AI adoption and implementation, and futureproofing your agency. Through peer-led roundtables and expert sessions, the summit serves as both a strategy-focused program and a peer network for addressing executive stressors such as imposter syndrome. Owners leave with the frameworks needed to ensure their agency finally serves their goals.
“It feels like this is a year when the status quo won’t be enough, and I want to make sure you’re ready for 2026,” said Drew McLellan, CEO of the Agency Management Institute, in a recent strategic planning video published by AMI.
Beyond the speaker sessions, the summit is structured to give agency leaders practical ways to apply what they learn and connect with peers. Beginning with AMI Member Day on May 18, members have access to exclusive content and networking opportunities. The main conference on May 19 and 20 includes sessions, breakfasts, lunches, and a networking reception, all designed to foster collaboration and the exchange of strategies for market distinction.
While Member Day is reserved for AMI members, non-members can also register for the full conference and participate in all general sessions and networking events.
The presenting sponsor for the conference is White Label IQ. The supporting sponsors are HighLevel, workamajig, teamwork.com and Boostability. Some 20 other sponsors will participate in the summit and be available to serve as resources for agency leaders.
Henry DeVries is the author of 20 marketing books and is the publisher/partner of Indie Books International.
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