Episode Summary
In this episode, Lora shares her journey from leading marketing inside tech startups to running a 40-person integrated B2B tech agency. Along the way, she opens up about the fears of early agency ownership, the wake-up calls that shaped her leadership, and the enduring importance of positioning in a noisy market.
Episode Highlights:
- How the “school bus test” revealed a hidden vulnerability in her business and how she overcame it
- Why empowering her team led to a more sustainable and enjoyable agency
- The pivotal role positioning plays in setting agencies apart (and why it’s the only “hack” that lasts)
- Lessons learned from moving across Bulgaria, Canada, and the U.S. and how those experiences shaped her career
The agency’s growing focus on climate tech and the importance of embracing change in marketing
Agency Info
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Company: Scratch Media + Marketing
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Guest: Ryan Ellis
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Year Started: 2009
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Employees: 26-50
Key Takeaways
The School Bus Test Every Agency Owner Must Face
Early in her agency journey, Lora realized that if she were suddenly gone, her business wouldn’t survive. Everything depended on her. Over time, she learned that the real solution wasn’t working harder, it was empowering others. By trusting her team and letting them step into leadership, she created a business that could thrive beyond her.
Positioning Is Non-Negotiable
Lora emphasized that without clear positioning, agencies risk getting lost in the shuffle. Frameworks from experts like April Dunford gave her team the structure they needed to cut through noise and deliver real value. Positioning isn’t just another marketing trend, it’s the foundation for long-term resilience.
Don’t Underestimate Outside Perspective
Even though Scratch is built around positioning, Lora didn’t try to define her own agency’s brand alone. She intentionally brought in trusted peers to provide perspective she couldn’t see internally. Her advice: if you’re too close to your business, get help from the outside.
The Future Lies in Adaptability
From deep tech to climate tech, Scratch continues to lean into industries that demand specialized knowledge. Lora believes the future of agencies rests on their ability to learn, adapt, and stay curious, not on sticking with “what’s always worked.”
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