OnAgency

Agency Success Isn’t Always Scale: Building Longevity, Flexibility & Fulfillment

George Rafeedie, Founder of Tell Your Story, joins OnAgency to unpack what success really looks like after 17 years in business. From starting an agency during the Great Recession to rejecting “scale for scale’s sake,” George shares why sustainability, flexibility, and personal fulfillment can be stronger metrics than headcount or revenue alone. This is a candid, grounded conversation about building an agency on your terms — and staying in the game long enough to enjoy it. In this episode, you’ll learn: * Why longevity is an underrated (and powerful) measure of agency success * How starting an agency during economic uncertainty can actually be an advantage * The hidden costs of scaling — and how to know when not to grow * How networking works best when it’s genuine, curious, and non-transactional * Why side hustles, passion projects, and flexibility fuel better leadership * What young agency founders should prioritize before starting their own shop Guest Bio George Rafeedie is the Founder of Tell Your Story, a Chicago-based boutique storytelling and integrated marketing agency. With experience across corporate communications, large agencies, and entrepreneurial ventures, George has built a 17-year agency career focused on helping brands craft and amplify meaningful narratives — without the baggage of big-agency bureaucracy. Who this episode is for: Agency founders, consultants, and marketing leaders who: * Are questioning traditional growth paths * Want to build sustainable, flexible businesses * Care about fulfillment just as much as revenue * Are early in their agency journey — or redefining success mid-career Connect with George: * Website: tell-your-story-inc.com * LinkedIn: Search George Rafeedie 🎧 Subscribe to OnAgency for weekly conversations on the business of building and running marketing agencies — with fewer buzzwords and more real-world insight.

Scaling a Video-First Agency Without Losing the Art: Matt Cornelison of Fungi Media

From Chicago cicadas to LA peacocks, this episode starts weird (in the best way) and lands exactly where agency leaders are living right now: video everywhere, AI creeping into everything, and the constant tension between being the creator vs. being the CEO. Patrick and Craig sit down with Matt Cornelison, founder of video-first creative agency Fungi Media, to unpack how he built a storytelling-led shop in a world where “everyone can make a video” — but very few can make a good one. In this episode, you’ll learn: * How Fungi Media got its name The spray-painted “sign” on a Chicago escalator that convinced Matt to ignore the focus group and fully commit to “Fungi” (and what that says about brand naming in general). * What it really means to be a “video-first” agency Why Fungi evolved from production shop to strategic creative partner, and how they help large legacy brands launch products, roll out brands, and actually move the needle. * Standing out in a crowded video + AI landscape Why “everyone has a camera” doesn’t scare Matt — and how strategy, creative direction, and real human storytelling separate premium work from AI-generated noise. * AI, authenticity, and why lo-fi is winning on social The LinkedIn data Matt’s watching, why user-generated and imperfect content is outperforming polished ads, and how brands can balance high production value with real human moments. * The shift from maker to entrepreneur Matt’s journey from freelance videographer and in-house “video guy” to agency owner — and what The E-Myth gets right about the difference between freelancing and building a business. * Working on the business vs. in the business The hard lesson of stepping back from “baking pies” and instead building systems, hiring talent, and becoming the reason the business can actually scale (not the bottleneck). * Leading a creative life outside the agency How documentary filmmaking, songwriting, and being a “rock star in the basement” keep Matt creatively fueled while he runs a growing shop. * Intentional time, family values, and who you choose to be around Why Matt and his wife wrote a family mission statement, how that changed his decisions as a founder, and the simple “circle exercise” for deciding who gets your time and energy. About Matt Cornelison Matt Cornelison is the founder of Fungi Media, a Chicago-based, video-first creative agency that partners with enterprise and growth brands to tell better stories, launch big ideas, and create human-centered video that actually works. Perfect for: agency owners, creative directors, and marketing leaders who are trying to scale video, navigate AI, and still protect the craft of storytelling. Connect + Keep Listening * Learn more about Fungi Media: visit Matt on LinkedIn or at fungimedia.com * Follow the hosts: Patrick Rooney (MahaloHub) and Craig Fisher (Talent Net) on LinkedIn for more agency + marketing insights. * If this episode got you thinking about your own agency’s story, follow OnAgency, leave a review, and share this with another agency leader who lives in the overlap of creativity and growth. For additional content, follow OnAgency on Social: @OnAgencyPodcast  Contact us at podcast@mahalohub.com This episode is brought to you by TalentNet and MahaloHub.  TalentNet Media empowers businesses with innovative strategies in talent acquisition operations, recruitment marketing, and employer branding. Join us to stay ahead in the evolving hiring and HR technology landscape at www.TalentNetMedia.com.   For marketers looking to amplify their marketing campaigns with high-impact video content, MahaloHub simplifies your workflow with its powerful, flexible, and scalable platform. Savvy marketers know that MahaloHub makes their lives easier and budgets go further by letting them invite, capture, edit, and distribute authentic video content seamlessly across all digital channels, all from one intuitive dashboard. Check Mahalohub out at www.mahalohub.com.

206 From Circuit City to Social Impact: Morgan Dye on Building a Mission-Driven Agency

What happens when you combine big-box retail training, public transit comms, and a deep belief in equity and access? You get Meraki Communications Group—an agency built entirely around mission, community, and leaving “a little bit of yourself” in every project. In this episode, Patrick and Craig sit down with Morgan Dye, Co-Founder of Meraki Communications Group, to talk about naming an agency with intention, building a team that actually owns the work, and why curiosity is non-negotiable in modern communications. Morgan walks through her journey from writing 12-word product descriptions at Circuit City to leading social-impact campaigns across transportation, financial services, healthcare, and cultural preservation—all anchored in a single throughline: using communications to connect awareness, access, and opportunity for communities. In this episode, you’ll learn: Why your agency name matters more than you think – and how Meraki’s Greek roots (doing work with so much passion you leave a piece of yourself in it) shape every client decision. How B2C retail copywriting sharpened the skills Morgan still relies on today—and why “every word counts” is a powerful leadership philosophy. What it really takes to build a mission-driven agency, beyond a “social impact vertical,” including the realities of tight budgets and big impact goals. How to hire for passion and ethos first—and why Morgan will pass on a candidate over a single typo. The difference between ‘I have to do this’ and ‘I get to do this’—and how that mindset shift changes careers, culture, and client work. Why curiosity and ownership beat rigid job descriptions, especially in a world where listening for “what isn’t being said” is the communicator’s real superpower. Morgan’s favorite way to recharge (weekday solo movie matinees!) and how great storytelling on screen fuels better storytelling at work. About Morgan Morgan Dye is Co-Founder of Meraki Communications Group, a Northern Virginia–based agency focused exclusively on mission-driven communications. With a background spanning Circuit City’s early e-commerce days, national airport advocacy, and DC transit communications, Morgan specializes in using storytelling to connect people with the resources that can change their lives. Perfect for you if… You lead or work inside an agency, comms shop, or in-house team and you care about: social impact, building a values-aligned team, developing young talent, and doing work that actually moves communities forward—not just metrics on a slide. Episode chapters (thematic) Tailgates, snow shovels, and a smooth segue to DC Naming Meraki and building an agency around passion From Circuit City copywriter to public sector storyteller Mission-first work: airports, transit, finance, and equity Hiring for ethos, writing chops, and real ownership Curiosity, “not my job,” and listening for what’s not said Decompressing at the movies and staying obsessed with story If this episode helped you rethink how you hire, lead, or grow your agency, follow OnAgency, leave a review, and share it with a fellow agency leader who needs a reminder that they don’t have to do this work—they get to. Connect with Morgan and learn more about Meraki at merakicommsgroup.com and on LinkedIn. For additional content, follow OnAgency on Social: @OnAgencyPodcast  Contact us at podcast@mahalohub.com This episode is brought to you by TalentNet and MahaloHub.  TalentNet Media empowers businesses with innovative strategies in talent acquisition operations, recruitment marketing, and employer branding. Join us to stay ahead in the evolving hiring and HR technology landscape at www.TalentNetMedia.com.   For marketers looking to amplify their marketing campaigns with high-impact video content, MahaloHub simplifies your workflow with its powerful, flexible, and scalable platform. Savvy marketers know that MahaloHub makes their lives easier and budgets go further by letting them invite, capture, edit, and distribute authentic video content seamlessly across all digital channels, all from one intuitive dashboard. Check Mahalohub out at www.mahalohub.com.

205 Eileen Rochford on Building Mission-Driven Agencies, Remote Leadership, and “Clarity as Kindness”

What happens when an agency leader stops chasing any revenue… and starts choosing clients who fuel purpose, culture, and joy? This week, Patrick and Craig sit down with Eileen Rochford, Founder & CEO of The Harbinger Group, for one of the most candid and energizing conversations of the season. Eileen opens up about her 23-year journey building a fully remote agency long before it was normal, the mindset shift that transformed her client roster, and why “clarity is kindness” has become a core leadership philosophy. From multi-generation workforce challenges to winning a national association RFP against 20+ competitors, she breaks down what it really takes to build an agency that thrives. Whether you’re an agency owner, team leader, or strategist navigating big transitions — this one hits deep. In this episode, you’ll learn: Why clarity is the ultimate kindness — and how Gen Z unknowingly pushed Eileen’s team toward sharper communication. How to lead across five generations without losing your mind, your culture, or your momentum. What 23 years of fully remote operations taught her (and why the pandemic actually made everything easier). How she pivoted Harbinger into a purpose-driven agency — and why “addition by subtraction” changed everything. The real story behind her biggest win: landing a massive national association client by following intuition, not fear. Her early career path through journalism, politics, public affairs, and corporate crisis comms — and why she walked away from all of it. What agency leaders get wrong about client selection and how purpose impacts team energy, creativity, and retention.   About Eileen Rochford Eileen Rochford is the Founder & CEO of The Harbinger Group, a purpose-driven communications and marketing agency operating fully remotely for 23 years. She’s a former AP election coordinator, public affairs strategist, corporate comms leader, and co-host of the “Can You Hear Me?” podcast. Known for her clarity-first leadership style and commitment to mission-driven clientele, Eileen helps organizations communicate with impact, integrity, and empathy. Who this episode is for Agency owners, leaders, and strategists navigating growth, remote culture, generational differences, or client positioning — and anyone who wants to build an agency with more purpose and less friction. 0:00 — Cold open + couture debates 3:40 — Generational friction & “the Gen Z stare” 7:15 — Why clarity beats everything 11:20 — 23 years fully remote: what changed post-pandemic 17:50 — Eileen’s early career in journalism + political comms 26:40 — Leaving agency life to build something better 33:10 — Becoming mission-driven: the pivotal moment 41:05 — The national association RFP win 48:30 — Leadership, purpose, and team energy 54:20 — How to connect with Eileen + Harbinger Group For additional content, follow OnAgency on Social: @OnAgencyPodcast  Contact us at podcast@mahalohub.com This episode is brought to you by TalentNet and MahaloHub.  TalentNet Media empowers businesses with innovative strategies in talent acquisition operations, recruitment marketing, and employer branding. Join us to stay ahead in the evolving hiring and HR technology landscape at www.TalentNetMedia.com.   For marketers looking to amplify their marketing campaigns with high-impact video content, MahaloHub simplifies your workflow with its powerful, flexible, and scalable platform. Savvy marketers know that MahaloHub makes their lives easier and budgets go further by letting them invite, capture, edit, and distribute authentic video content seamlessly across all digital channels, all from one intuitive dashboard. Check Mahalohub out at www.mahalohub.com [http://www.mahalohub.com]. If you’re enjoying Season 2 of OnAgency, hit follow wherever you listen, leave us a review, and share this episode with a fellow agency leader who needs it. New episodes drop every week.

204 75 Years of Agency Legacy: Building Culture, Data, and the Future with Joe Shaker Jr.

How does an agency not just survive—but thrive—for 75 years across three generations? Joe Shaker Jr., President of Shaker Recruitment Marketing, joins Patrick and Craig to unpack what it takes to build a culture that lasts, lead with data, and make patient, people-first decisions in a fast-moving industry. In this episode, you’ll learn: How Shaker Recruitment Marketing has stayed relevant for 75 years through innovation and patience The balance between family legacy and modern leadership in agency life What makes a successful agency acquisition—and what can destroy one How data-driven decisions (not gut instincts) shape smarter recruiting and marketing outcomes Why authenticity in employer branding matters more than ever in a post-2020 landscape The role of AI in recruitment marketing—and whether it’s becoming its own channel   About the Guest Joe Shaker Jr. is the President of Shaker Recruitment Marketing, a third-generation family agency celebrating 75 years in business. Known for blending tradition with innovation, Joe leads one of the longest-standing firms in the industry—recognized for its people-first culture, smart data strategy, and forward-thinking approach to recruitment marketing. Who this episode for: Perfect for agency owners, marketing leaders, and talent pros who want to learn how to balance growth, culture, and legacy in a rapidly evolving landscape.   For additional content, follow OnAgency on Social: @OnAgencyPodcast  Contact us at podcast@mahalohub.com This episode is brought to you by TalentNet and MahaloHub.  TalentNet Media empowers businesses with innovative strategies in talent acquisition operations, recruitment marketing, and employer branding. Join us to stay ahead in the evolving hiring and HR technology landscape at www.TalentNetMedia.com.   For marketers looking to amplify their marketing campaigns with high-impact video content, MahaloHub simplifies your workflow with its powerful, flexible, and scalable platform. Savvy marketers know that MahaloHub makes their lives easier and budgets go further by letting them invite, capture, edit, and distribute authentic video content seamlessly across all digital channels, all from one intuitive dashboard. Check Mahalohub out at www.mahalohub.com.