E21: Matt Burton & Russell Brockett - Retainers, Team Culture and AI: The Secrets to Agency Longevity with Rusty Monkey

“Just don’t be a dick” is easy enough and potentially one of our favourite lines in this podcast, shortly followed by “we're actually two 80-year-old women" we can’t confirm or deny. 

Here’s to another episode of Agency Intensive. It’s number 21 and Richard Hill sits down with Matt and Russell, co-founders of Rusty Monkey, an agency that’s been thriving for over two decades in the ever-changing world of digital services. 

Together, they reflect on over 25 years of navigating recessions, technology shifts, evolving client demands, the pandemic and now the rise of AI “It can be a gaslighting jerk”. They manage all this while staying true to the kind of business and culture they want to build.

Tune in as the conversation dives deep into the real keys behind sustainable agency growth: building resilient, profitable and enjoyable businesses that last, without getting caught up in vanity metrics or relentless headcount expansion. 

If you’re looking to understand how to adapt, price creatively, build enduring client relationships, leverage events for business development and have a laugh, this episode is for you. 

Time Stamps: 

00:00 Sustainable agency growth tips

05:13 Balancing different services for stability

07:38 Balancing multiple services in agencies

11:33 Setting up project-based work

14:15 Discussing Budget Estimation Strategies

17:17 Sponsor message from Aristo Sourcing

22:02 Rethinking company structure

23:31 Finding our minimum viable audience

28:16 Challenges of Scaling a Business

31:16 Running events to win business

32:26 Growing the event's audience

38:33 Networking at events

42:41 AI impact on small businesses

44:53 Using AI for user experience

48:41 Casual and earnest AI users

51:33 Challenges in SEO and Digital PR

53:29 Changes in SEO and consumer behavior

57:52 Derek Thompson's book and TED Talk