Digital agency positioning, new business and conscious leadershipActive Ingredients

digital agency positioning
An established digital marketing agency needed help with positioning in order to convey its deep expertise in food & beverage and B2B technology verticals.

Active ingredients contacted Kelly Campbell for Conscious Leadership Coaching and Agency Growth Consulting. This was for their partner team of three and 1:1 coaching as individuals.


Active Ingredients has always had the expertise and passion for building a healthier world. They achieve this by helping brands create a positive impact. Kelly’s work with the team tackled three critical challenges:

Trajectory and Unified Vision
Teams need to identify and break down the barriers that keep them from reaching their potential. Ultimately, creative and technology agency leaders and employees alike want to know that they’re all rowing in the same direction, and sometimes carving out the time to think and talk about vision gets pushed behind client work.

Market Positioning for Business Growth
While stepping into a new phase, the agency tried to reposition itself, but digital agency positioning is challenging because stakeholders are often too close to the business and history thereof. Identifying market positioning first, and then developing a new business strategy, are necessary for growth.

Being found involves more than keyword strategy and website optimization. Active Ingredients had to revamp its existing site in order to utilize it as a business development tool, and they needed a partner to help with overall strategy, SEO and conversion rate optimization.


Kelly performed intake sessions with every team member within the agency, as well as Deep Dive sessions with each of the three partners. This initial phase aided in investigating agency themes and areas of desired growth. With that in mind, she identified what needed to be addressed and collaborated with the leadership team on the prioritization of recommendations.

The coaching relationship solidified successes while eradicating what was no longer working. Kelly provided a container for the team to explore every of desired change. She engaged in compassionate inquiry and ensured an alignment of actions and commitments. Kelly advised the team on positioning, internal communications, business development and SEO strategy, as well as provided conscious leadership coaching in both team (group) and 1:1 settings.

In designated consulting sessions each month, Kelly gave the team advice and solutions and helped them problem-solve. She played the role of a mentor and guide for the team’s business concerns. These ranged from purpose and positioning to people and pipeline. There was asynchronous collaboration on what was needed to set the agency up for a sustainable future.


Over a year, Kelly worked with the partners to hone positioning, unique value proposition, proactive business development and their embodiment of conscious leadership—resulting in more ideal new business, a stronger culture, greater environmental impact and a higher profit margin overall. Visit

Since our engagement, we’ve seen success in our food brand development initiatives, the website is drawing new client inquiries, and that part of our business is growing significantly. The proof is in the pudding for us, and the results are new clients that feel very connected to us as an agency, our mission and who they’ll partner with. Kelly’s unique offering allowed us to meet our agency’s goals while helping us identify our shortcomings as leaders. She has a really good sense of the right questions to ask, where to push to dig a little deeper, and how to get real about blind spots.

Mary Ames West, Active Ingredients
Mary Ames West
Partner, People and Operations, Active Ingredients
Kelly Campbell Agency Consultant
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