How to Choose the Right Agency Niche and Stick With It Through Uncertainty with Filip Lugovic | Ep #868

Starting with a clearly defined niche can make all the difference when you’re landing your first clients and deeply understanding that niche can carry you through the toughest seasons of agency life. Today’s featured guest built his agency on exactly that foundation.

Before launching his firm, he spent years working as a consultant for governments, UN agencies, and the European Commission. Along the way, he identified a clear gap in the market.

That expertise proved invaluable during the pandemic. While uncertainty hit many agencies hard, he trusted his understanding of the space and chose to weather the slow months, confident the work would return. His patience paid off as demand surged later in the year.

He’ll share the lessons learned from more than 20 years of building and running a thriving niche agency in one of the most political and complex markets in the world—and why focus, patience, and deep domain knowledge remain his greatest competitive advantages.