If you’ve been paying attention, you’ve probably noticed some big changes at The AC recently. Here’s a breakdown of what we’ve been up to in 2024!
Why the Changes?
The Agency Collective has been supporting agency leaders for over 10 years; in that time, the agency landscape has changed, and there have been some huge challenges, as well as huge opportunities. Our role is to help leaders navigate these, and provide a home for them to get all the support they need from experts and, of course, fellow agency owners.
In early 2024, we partnered with Everything Is User Experience to survey our members. The results were eye-opening, revealing needs like:
- More focused education & support on the day-to-day running of an agency.
- Experienced agency experts to support members (the Agency Expert team have been there and done it, and now help others do the same).
- Greater accountability between members to help everyone navigate challenges and learn and grow together.
2024 was a transformational year for The AC, a chance to dig in and get to the heart of our members’ needs.
1. Membership Tiers
In 2024, we introduced three new tiers to make The AC more accessible and tailored:
Collaborate (£99/month)
- Onboarding call
- Access to our vibrant Slack community of agency founders
- Six introductions to other agency owners
- Community Cuppa
- Two social events per year (Summer & Winter)
Grow (£199/month)
Everything in Collaborate, plus:
- Access to the Better Agency Programme (all modules & recordings)
- Accountability Group with peers
- Annual Agency Audit
- Monthly New Business Clinics
- Members Hub with exclusive content & offers
- Unlimited introductions to agency owners
Exit (£999/month)
Everything in Grow, plus:
- Mentorship for agencies preparing for a £1M+ exit
- Connections to M&A advisers and investors
2. The Better Agency Programme

We launched our flagship education programme to reflect our values. We’re passionate about helping founders achieve happier, healthier lives with better work-life balance. The Better Agency Programme is how we can do that (along with all the peer support and expert advice).
The Better Agency Programme embodies continuous improvement across all aspects of agency life, creating solid foundations, looking after your team, and growing your agency.
3. Agency Experts
We formed a team of Agency Experts all seasoned agency founders with experience spanning micro-agencies to £1M+ operations.
They bring:
- Real-world solutions to everyday challenges
- Insights on growing your agency while avoiding pitfalls
- Access to extensive networks built over decades

4. New Business Clinic Live
Our monthly online New Business Clinic has always been a hit, but we wanted to bring leaders together face to face. The solution? New Business Clinic Live—a quarterly in-person session with three expert speakers.
New Business Clinic Live—a quarterly in-person session with three expert speakers.
The November launch, featuring Ilse Passet, Sam Winsnury, and Oliver Duffy-Lee, drew over 50 attendees and included exclusive talks and 4K recordings. The next session is in February—don’t miss it! (Read more.)

5. Accountability Sessions
These practical follow-ups, held 1-2 weeks after each Better Agency Programme session, help turn insights into actions.
The sessions are grouped by revenue (£0–500k, £500k–£1M, £1M+), reflecting the vastly different challenges agencies face at each stage. This approach has been a game-changer for fostering relevant, relatable discussions among peers.

If you’d like to learn more about membership book a call with Rob or join a Find Out More session.