Episode 93: Building a 100-Person Agency, Selling It and the Future with John Ghiorso
Synopsis
Episode 93. What’s an agency business and what do you do after building one to 100 people and then selling? Retire?
In this episode of the Lifetime at Work podcast, host Greg Martin interviews John Ghiorso, founder of Orca Pacific, an Amazon media agency, which he successfully built and sold. John shares his journey from an accidental agency owner to a seasoned entrepreneur now setting up a venture studio model to launch multiple niche-focused marketing agencies.
Key topics include the dynamics of running and scaling agencies, the importance of aligning company values, the impact of AI on agency businesses, and strategies for hiring and retaining top talent.
00:00 Introduction to the Podcast and Guest
00:23 John’s Agency Journey
01:30 Understanding the Agency Business
03:12 Starting and Scaling an Agency
05:28 Retirement and New Ventures
08:10 Hiring and Retaining Talent
12:32 Company Culture and Values
19:12 Deciding to Sell the Business
22:09 Personal and Market-Based Reasons for Selling
23:01 Navigating the Competitive Landscape of Amazon Agencies
24:41 The Impact of COVID-19 on Business Strategy
25:27 The Acquisition Process and Choosing the Right Partner
26:49 Life After Acquisition: Working with Media Monks
29:11 Reflections on Entrepreneurship and Leadership
31:23 Advice for Aspiring Agency Professionals
34:32 The Future of Agencies in an AI-Driven World
43:31 Key Traits for Successful Agency Leaders
46:56 Resources and Final Thoughts
Background and Key Links
John Ghiorso is the founder of Orca Pacific, a pioneering Amazon agency that scaled rapidly before being acquired by S4 Capital and integrated into Media.Monks. He’s now Managing Partner at VantaFive, helping consumer brands win in digital retail.
He’s a recognized expert in retail media and eCommerce strategy, often featured in AdAge, Digiday, and industry events.
Find John on LinkedIn and at vantafive.com.