Recession-Proof Your Agency: Grow While Others Panic
00:00 - Don’t Panic! How Agencies Can Survive Recessions
00:59 - How Robin Blanchette Faced the Pandemic
02:58 - Jason and Darby Discuss Lessons from the 2008 Recession
05:20 – Manish Dudharejia on How to Pivot Your Messaging
07:57 - Jason and Darby on Client Churn During Economic Strain
Are you concerned about the economic prospect this year presents for businesses overall? How are you preparing to face the uncertainty? With all the talk about a recession going on since last year, it’s natural for agency owners to feel uneasy. Recessions often bring budget cuts, client churn, and hiring freezes and they feel they’ll lose everything they’ve built. We’re all wondering what will happen with the tariffs and with AI improving each day.
However, times like these also bring opportunities—moments to reevaluate, reset, and reposition your agency for long-term success. What you should be asking is what could you be doing to adapt to these circumstances? Whether it’s about landing higher-value clients, hiring top talent, or redefining your service offerings, challenging times can push your agency to evolve in different ways than during boom periods.
In a recent set of conversations on our channel, some of our guests have shared how they navigated past recessions and what they're doing to stay ahead today. Here are their top learnings—and actionable advice—for agency owners looking to weather the storm and come out stronger.
1. See the Recession as a Reset, Not a Roadblock
In conversation with Manish Dudharejia, we covered why recessions are not a time to panic. Losing a few clients during an economic downturn is common—but it can be the wake-up call you need to reassess your positioning. As Jason reminds everyone, when recessions happen, the ones who take advantage are those who get laser-specific about the problems they solve.
Rather than focusing solely on who you're targeting, think about what problem you solve best and for whom. This clarity can help you attract clients who value outcomes over price—and who are more likely to stay long-term. Furthermore, they’re also a great time to bring on top-tier talent that becomes available as larger companies downsize.
2. Pivot Your Messaging and Positioning
For his part, Manish argues that tough economic times will lead enterprise companies to seek cost-effective solutions, which opens a door for small to mid-sized agencies. It is the time to pivot your messaging and win over these companies as they look for more affordable alternatives.
If your agency can provide a $25,000 solution that another agency charges $50,000 for, you’re not just winning new business—you’re entering markets that may have previously felt out of reach. The key is to shift your message to focus on value, efficiency, and the specific results you can deliver.
Don’t be afraid to reposition your agency in the ecosystem. Economic slowdowns create white space—go find it and fill it.
3. Focus, Streamline, and Double Down
Later in the year, our scale specialist Darby Copenhaven interviewed Jason as they looked back at the 2008 recession, when he recalls he saw the advantages of leaning in while others pull back. Back then, he and his team created a top 100 prospect list, sought out strategic partnerships, and doubled down on what was already working.
Instead of scrambling to save every account, they used churn as a chance to replace low-value clients with higher-paying, better-aligned ones. The result? 50% growth during one of the worst economic years in recent memory.
Of course, mistakes were also made during this time and Jason specifically recalls hiring from larger, more prestigious agencies without considering the unique needs and culture of their own smaller organization. As he recalls, “I brought in people from big agencies thinking they’d be resourceful—but they weren’t.” He realized he needed to hire for core values, not resumes because, while these individuals came with impressive resumes, they often lacked the resourcefulness required in a smaller setting.
Jason also realized he wasn’t meant to manage people. Instead of trying to fix that weakness, he hired strong managers and focused on his own strengths—vision, leadership, and creativity. It's a powerful reminder: Build a team that complements you, not one you have to micromanage.
4. Go Deeper in Your Industry
In early 2020, most of Robin’s clients were in the restaurant business and were closing due to the lockdowns, which led to one of the worst weeks in her career. As businesses were laying off employees left and right, she figured the best she could do was face this crisis with compassion and understanding. While everyone else talked about pivoting to other industries, she decided to go deeper in her niche.
How did this look like in such a bleak environment? She offered pro bono work and stood by her clients during their worst moments. Thankfully, not every client had to shut down; many changed their model to drive through and delivery and kept going. A lot of people used creative measures and figured out how to stay in business during those months,like building online brands with the help of her agency and using ghost kitchens to keep the business going.
Throughout these difficult times, Robin decided she would not quit and instead focused on her team and not abandoning them. She wrote guiding principles for them and instructed them to focus on what they could control. The future was uncertain and the only thing that could control was the work they did, assume positive intent, and get comfortable with being uncomfortable for the time being, because the hard times would not last forever.
Your Next Move Starts Now
Recessions are daunting—but they don’t have to define your agency in a negative way. With the right mindset, clear positioning, and bold action, they can actually be a launchpad for growth.
Want more strategies and stories like these?
Check out the full episodes on our YouTube channel or listen on your favorite podcast platform. We’re constantly bringing you real talk and real advice to help your agency win—no matter the economy.
