Built to Adapt: Lessons from Two Decades of Innovation with Michael Epps Utley

Built to Adapt: Lessons from Two Decades of Innovation with Michael Epps Utley

What does it take to build a digital marketing agency from a $500 website to a million-dollar business, and then reinvent it for the AI era? In this episode of The Spark, Mark Scrivner sits down with Michael Epps Utley, CEO of GoEpps, a Nashville-based digital marketing firm. Recorded at the Creative Assembly studio in East Nashville, Michael traces the origins of his business philosophy back to his father's systems-thinking approach and shares how that inheritance has shaped everything from how he builds products to how he evaluates partnerships. Michael and Mark cover the real state of SEO in an AI-dominated search landscape, why "SEO is dead" is a fundamental misread of the market, the business case for human-in-the-loop AI, how to maximize content ROI through post-production strategy, and the one mindset shift that separates agencies that grow from those that stall. Whether you're building an agency, navigating AI adoption, or looking to sharpen your content strategy, this conversation delivers the kind of grounded, earned perspective that only comes from 14 years in the trenches. Episode Highlights: 01:56 – Michael traces his journey from a creative writing degree to founding GoEpps 07:00 – The systems-thinking philosophy his father built — and why Michael has spent his life trying to replicate it 11:46 – GoEpps launches AEO: a dashboard for tracking AI search results across competitors 14:24 – "It's not gonna replace SEO, but it might replace Google" — Michael's take on the AI search landscape 21:56 – The $783 moment: how a single instinctual phone call closed GoEpps's first million-dollar year 26:15 – How resilience through recessions, a Nashville tornado, and a global pandemic shaped the business 29:07 – What great partnerships are actually built on: demonstrated behavior vs. delivered information 36:11 – Why the biggest missed opportunity in video isn't production — it's post-production strategy 44:37 – "The answer is go" — Michael's core advice for agency owners and entrepreneurs at any stage Learn More & Connect: Show Notes + Resources: https://creativeassembly.agency/ca-podcast/ [https://creativeassembly.agency/ca-podcast/] Connect With Michael Epps Utley: https://www.linkedin.com/in/michael-epps-utley/ [https://www.linkedin.com/in/michael-epps-utley/] | https://www.goepps.com/ [https://www.goepps.com/] Connect with Mark Scrivner: https://www.linkedin.com/in/markscrivner [https://www.linkedin.com/in/markscrivner] | https://snapshot.agency/health [https://snapshot.agency/health] Our Sponsor - Snapshot: https://snapshot.agency/health [https://snapshot.agency/health] Follow The Spark: https://creativeassembly.agency/ca-podcast/ [https://creativeassembly.agency/ca-podcast/] #TheSparkPodcast #CreativeAssembly #DigitalMarketing #SEO #AgencyGrowth #AIMarketing #ContentStrategy #Entrepreneurship

Building Brands That Actually Last with Bill Zinke

What separates great brands from forgettable ones? According to veteran marketer Bill Zinke, it starts with understanding what makes your business truly different, and having the discipline to communicate that clearly across every customer touchpoint. In this episode of The Spark, Bill shares lessons from a 35-year marketing career spanning global brands, franchise systems, private equity-backed companies, and entrepreneurial ventures. From creating emotional connections with customers to aligning sales and marketing teams, Bill breaks down the strategies that consistently drive growth and brand loyalty. Whether you're a business owner, marketer, agency leader, or creative entrepreneur, this conversation offers practical insights on differentiation, leadership, customer research, franchise marketing, agency partnerships, and using data to make smarter decisions. Episode Highlights 03:45 – How studying psychology laid the foundation for a career in marketing 12:18 – Why differentiation is the key to successful marketing 14:28 – Marketing as a growth engine, not a cost center 17:05 – The emotional connection that transformed Chem-Dry's brand strategy 22:05 – How consumer research unified more than 1,000 franchise locations 28:40 – What great agency-client partnerships have in common 57:10 – Why marketers need to spend more time analyzing performance data Learn More & Connect Show Notes + Resources: https://creativeassembly.agency/ca-podcast/ [https://creativeassembly.agency/ca-podcast/] Connect With Bill Zinke: https://www.linkedin.com/in/bill-zinke/ [https://www.linkedin.com/in/bill-zinke/] | https://www.linkedin.com/company/bill-zinke-cmo-board-services/ [https://www.linkedin.com/company/bill-zinke-cmo-board-services/] Connect with Mark Scrivner: https://www.linkedin.com/in/markscrivner [https://www.linkedin.com/in/markscrivner] | https://snapshot.agency/health [https://snapshot.agency/health] Our Sponsor - Snapshot: https://snapshot.agency/health [https://snapshot.agency/health] #TheSparkPodcast #Marketing #BrandStrategy #BusinessGrowth #Entrepreneurship #Leadership #cmo Snapshot Health | Behavioral Health Marketing Built for Growth and Impact Snapshot Health is a strategic growth and marketing partner for behavioral health organizations nationwide. We help treatment centers, mental health providers, and recovery programs grow responsibly by aligning brand, digital strategy, and patient acquisition with clinical integrity and long-term outcomes. Our team specializes in performance-driven marketing for behavioral health, including SEO, paid media, branding, marketing strategy, website development, and admissions enablement. We focus on attracting the right patients, improving conversion, and building scalable systems that support sustainable growth. Snapshot Health brings deep expertise in compliance, ethics, and trust-based marketing. We partner closely with executive teams to drive predictable admissions growth while protecting reputation, mission, and quality of care.

Creativity, Storytelling & A Life in Advertising and Art with Chuck Creasy

Few creatives have left a mark on Nashville quite like Chuck Creasy. From serving in Vietnam to studying under legendary artists, working alongside advertising icons, helping launch major brands, shaping Nashville's identity, and even playing a role in bringing the Predators to Music City, Chuck's story is packed with lessons on leadership, persistence, curiosity, and creative excellence. In this episode of The Spark, Chuck shares the moments that defined his career, the mentors who shaped him, and the principles that guided decades of award-winning work. Along the way, he reflects on the importance of work ethic, lifelong learning, giving back, and always asking one critical question: "Is it great?" Highlights 15:19 – Chuck gets hired on the spot by legendary creative leader Eric Erickson after showing up with a portfolio in a department store shopping bag. 36:27 – The story behind the phrase "Nashville is Music and More" and how Nashville evolved beyond its musical roots. 44:52 – Chuck explains why curiosity remains one of the most important traits for any creative professional. 49:40 – Why great creatives should give back and use their talents to support meaningful causes. 56:35 – Chuck shares one of the proudest moments of his career: helping launch the Nashville Predators. 57:40 – The creation of the iconic "Got Hockey?" campaign that helped secure Nashville's NHL franchise. 59:10 – Lessons from decades of leadership, mentorship, and building great creative teams. Listen: https://creativeassembly.agency/ca-podcast/ [https://creativeassembly.agency/ca-podcast/] Watch: https://youtu.be/-Ys2J-kDE4U [https://youtu.be/hCmIPnvLJ38] The Spark Podcast: Hear Stories from Nashville Creatives Tune into the The Spark Podcast for inspiring conversations with creatives, entrepreneurs, and industry experts to fuel your creative journey. Learn More & Connect Show Notes + Resources: https://creativeassembly.agency/ca-podcast/ [https://creativeassembly.agency/ca-podcast/] Connect With Chuck Creasy: https://www.linkedin.com/in/chuck-creasy-bb35b11/ [https://www.linkedin.com/in/chuck-creasy-bb35b11/] | https://chuck-creasy.pixels.com/ [https://chuck-creasy.pixels.com/] Connect with Mark Scrivner: https://www.linkedin.com/in/markscrivner [https://www.linkedin.com/in/markscrivner] | https://snapshot.agency/health [https://snapshot.agency/health] Our Sponsor - Snapshot: https://snapshot.agency/health [https://snapshot.agency/health] Snapshot Health | Behavioral Health Marketing Built for Growth and Impact Snapshot Health is a strategic growth and marketing partner for behavioral health organizations nationwide. We help treatment centers, mental health providers, and recovery programs grow responsibly by aligning brand, digital strategy, and patient acquisition with clinical integrity and long-term outcomes. Our team specializes in performance-driven marketing for behavioral health, including SEO, paid media, branding, marketing strategy, website development, and admissions enablement. We focus on attracting the right patients, improving conversion, and building scalable systems that support sustainable growth. Snapshot Health brings deep expertise in compliance, ethics, and trust-based marketing. We partner closely with executive teams to drive predictable admissions growth while protecting reputation, mission, and quality of care.

Creativity, Craft, and Leading Through Decades of Change

In this episode of The Spark, Mark Scrivner sits down with Robert Froedge, EVP and Executive Creative Director at Lewis Communications, to explore the mindset behind decades of award-winning creative leadership. From growing up in Nashville to leading teams across multiple offices, Robert shares how storytelling, craft, and curiosity have shaped his approach to branding, advertising, and creative problem-solving. The conversation dives deep into the evolution of the creative industry, from drafting tables and early computers to AI-powered workflows transforming agency life today. Robert offers practical insights on embracing change, mentoring young creatives, balancing creativity with measurable business results, and why human connection still matters in a rapidly evolving digital world. Episode Highlights 00:04 — Robert reflects on growing up in Nashville and returning to the church where he spent much of his childhood. 05:24 — A high school poster contest sparks Robert's passion for graphic design and creative storytelling. 11:20 — Robert shares the emotional story of nearly turning down his job at Lewis Communications and why Larry Norris' belief changed everything. 15:28 — The "magic spot" of great creative work: giving audiences just enough to connect the dots themselves. 16:53 — How Lewis Communications is embracing AI as a creative tool instead of fearing it. 33:13 — Advice for young creatives on adapting to change, embracing AI, and continuing to learn. 35:17 — Why in-office collaboration still matters for mentorship, culture, and creative growth. Learn More & Connect: Show Notes + Resources: https://creativeassembly.agency/ca-podcast/ [https://creativeassembly.agency/ca-podcast/] Connect With Robert Froedge: https://www.linkedin.com/in/robert-froedge-33a566a/ [https://www.linkedin.com/in/robert-froedge-33a566a/] | https://lewiscommunications.com [https://lewiscommunications.com] Connect with Mark Scrivner: https://www.linkedin.com/in/markscrivner [https://www.linkedin.com/in/markscrivner] | https://snapshot.agency/health [https://snapshot.agency/health] Our Sponsor - Snapshot: https://snapshot.agency/health [https://snapshot.agency/health]

Agency Growth, Thought Leadership & The Future of Agencies with Drew McLellan

What does the future look like for agencies navigating AI, shifting client expectations, and a rapidly changing economy? In this episode of The Spark, Mark Scrivner sits down with Agency Management Institute founder Drew McLellan to unpack the biggest findings from his latest agency research and why the next few years will fundamentally reshape the agency landscape. Drew shares what today's clients actually value, why strategic thinking matters more than execution, and how agencies can evolve before they become obsolete. From AI implementation and operational efficiency to niche positioning, talent development, and leadership evolution, this conversation is packed with practical insights for agency owners, marketers, and creative leaders trying to stay ahead. Whether you run an agency, lead a marketing team, or simply want to understand where the creative industry is headed, this episode offers a clear look at what's changing, and what agencies must do to thrive. Episode Highlights 00:01 – Why agencies are entering a year of massive change 03:23 – Clients are demanding strategic thinking over task execution 06:21 – How top-performing agencies are using AI operationally 10:37 – What clients say they'll buy from agencies in the future 15:16 – Why trust, transparency, and measurement matter more than ever 19:24 – The agency roles AI can't replace 27:34 – The hard truth agencies need to face right now Learn More & Connect Show Notes + Resources: https://creativeassembly.agency/ca-podcast/ [https://creativeassembly.agency/ca-podcast/] Connect With Drew McLellan: https://www.linkedin.com/in/drewmclellan [https://www.linkedin.com/in/drewmclellan] | https://agencymanagementinstitute.com [https://agencymanagementinstitute.com] Connect with Mark Scrivner: https://www.linkedin.com/in/markscrivner [https://www.linkedin.com/in/markscrivner] | https://snapshot.agency/health [https://snapshotinteractive.com/] Our Sponsor - Snapshot: https://snapshot.agency/health [https://snapshot.agency/health] Behavioral Health Marketing Built for Growth and Impact Snapshot Health is a strategic growth and marketing partner for behavioral health organizations nationwide. We help treatment centers, mental health providers, and recovery programs grow responsibly by aligning brand, digital strategy, and patient acquisition with clinical integrity and long-term outcomes. Our team specializes in performance-driven marketing for behavioral health, including SEO, paid media, branding, marketing strategy, website development, and admissions enablement. We focus on attracting the right patients, improving conversion, and building scalable systems that support sustainable growth. Snapshot Health brings deep expertise in compliance, ethics, and trust-based marketing. We partner closely with executive teams to drive predictable admissions growth while protecting reputation, mission, and quality of care.