Diversification, Growth, and Realities of Agency Life with Leah Grinter
Running a marketing agency is no easy feat, especially in today’s dynamic and fast-changing landscape. Leah Grinter, founder of Brindle, shares an inspiring journey on this episode of The Growth Equation, revealing how she evolved from a solo marketing consultant into the leader of a thriving boutique omnichannel media agency. Leah’s story is a powerful example of how smart diversification, a clear focus, and strong team culture can help businesses survive uncertainty, adapt, and succeed.
Leah began Brindle about eight years ago after serving as a Chief Marketing Officer for a large retail liquor brand. She created and licensed a loyalty program during her CMO tenure but soon saw an opportunity to launch her own agency centered on an omnichannel media approach. Rather than pigeonholing the agency as just “marketing,” Leah focused Brindle’s service offerings on performance media across multiple channels—integrating traditional and digital platforms to deliver a unified brand message and measurable results.
One of the biggest challenges Leah faced was surviving the sudden shock of the COVID-19 pandemic. Nearly 95% of Brindle’s hospitality and events clients were forced to pause or close. But because Leah had diversified across sectors and avoided relying too heavily on niche industries, her agency endured. She believes small business owners and agency leaders must heed this lesson—diversify client portfolios to mitigate risks and create resilience against market disruptions.
For Leah, niching isn’t just about targeting an industry vertical but understanding the right client type and service lane for your expertise to ensure mastery and profitability. At Brindle, the team avoids trying to be everything to all clients. Instead, they focus on delivering expert omnichannel campaigns that blend media performance with smart budget optimization to maximize ROI.
Leah also highlights the importance of culture and leadership in sustaining agency growth. Brindle operates as a boutique agency with an Australian-based team of around 8-10 staff. They embrace flexible hybrid work arrangements, encouraging team wellbeing and collaboration. Leah is committed to cultivating a positive environment where employees feel supported and continuously learn—key factors that lead to longevity, quality service, and client satisfaction in service businesses.
Technology and AI are also an evolving part of their toolkit. Leah shares a pragmatic view: AI should support human expertise—not replace it. From brainstorming to email optimizations, Brindle uses AI carefully, ensuring human oversight maintains accuracy and brand alignment. In an increasingly data-driven world, Leah stresses that agency teams must combine technology with in-depth analysis to improve campaign performance continuously.
For Australian entrepreneurs and small business owners looking to grow their agencies or marketing capabilities, Leah’s practical advice helps cut through the noise. Success comes down to strategic diversification, maintaining a clear focus on your niche, protecting your team culture, and embracing technology as an aid rather than a crutch.
If there’s a takeaway for any business owner, it’s this: be adaptable, plan for uncertainty, and always prioritize delivering real measurable value. Brindle’s journey offers proven insights and inspiration for those navigating the challenging but rewarding path of growing a performance-driven marketing agency.
Connect with Leah Grinter
Company Linkedin:https://www.linkedin.com/company/brindle-co/?originalSubdomain=au
Linked In: https://www.linkedin.com/in/leahgrinter/?originalSubdomain=au
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