SOPs That Don't Suck

FEATURE ARTICLE: SOPs That Don’t Suck

Listen up, agency owners. Your team ignores your SOPs because they suck, not because your team sucks.

Most standard operating procedures are written like legal documents by people who've never actually done the work. This week, we're fixing that with a system that your team will actually use, love, and improve upon.

The ROCK Method transforms your SOPs from compliance documents into performance tools:

• Results-focused: Start with what success looks like

• Outcome-driven: Map the journey, not just the steps

• Context-aware: Acknowledge the real world

• Knowledge-capturing: Learn and improve continuously

The difference? Traditional SOPs get 23% adoption rates. ROCK Method SOPs? 87% adoption with 60% fewer errors.

[Read the full article: SOPs That Don't Suck - Creating Systems Your Team Will Actually Use]

AI Insights: The Creative Revolution

Top Agencies Rewrite Creativity Rules with AI

Google's AI Lighthouse Program just showcased how five leading agencies turned "impossible" briefs into reality [1]. Here's what caught our attention:

BarkleyOKRP resurrected the 80s soda brand Slice by creating an entire fictional radio station using AI-generated songs, artists, and album art. R/GA built a custom "Shot Flow" tool for Moncler that orchestrated all of Google's AI tools to maintain luxury brand consistency across every frame.

The takeaway? AI isn't replacing creativity—it's amplifying it. These agencies didn't just use AI tools; they built AI-powered creative systems that delivered results previously impossible within time and budget constraints.

What this means for your agency: Stop thinking about AI as individual tools. Start thinking about AI as an integrated creative system that can handle the impossible briefs your clients are dreaming up.

Industry Intel: The Numbers Don't Lie

Agency Consolidation Accelerates

The big agency holding companies are playing a different game than you think. While increasing revenue, they've cut nearly 10,000 employees in the past year [2]. They're consolidating brands, centralizing services, and restructuring everything.

Meanwhile, PPC costs are crushing smaller agencies. Google Search CPCs are up 45% year-over-year, LinkedIn CPCs up 147%, and Meta CPCs up 64% [3]. The stakes of media management have never been higher.

The reality check: If you're not systematizing your operations now, you're burning money you can't afford to lose. The agencies that survive this consolidation wave will be the ones with rock-solid systems and efficient operations.

Trend Watch: What's Actually Working

Privacy Pressures Rising

Despite Google's cookie rollback, privacy legislation continues to reshape the landscape [3]. EU regulations are still influencing global protocols, and brands need to prepare for a more privacy-compliant future.

The smart move: Invest in consent management, first-party data collection, and reduce reliance on third-party data. The agencies that nail this transition will have a massive competitive advantage.

AI Mode Changes Everything

Google's rollout of AI Overview ads and AI Mode represents a fundamental shift away from traditional paid search [3]. Early performance tracking signs are "not great," but this is the new reality.

Your action plan: Start testing AI Mode ad formats now. The agencies that figure this out first will dominate when the dust settles.

Quick Wins

Download This Week's Resources:

🔧 [ROCK Method SOP Template] - The exact template to create SOPs your team will actually use

📋 [SOP Implementation Checklist] - Step-by-step guide to rolling out effective SOPs without resistance

📊 [SOP Measurement Framework] - Track effectiveness and prove ROI of your systematization efforts

The Bottom Line

Your SOPs should be a competitive advantage, not a compliance burden. The ROCK method isn't just another framework—it's a philosophy that puts your team and results at the center of your process design.

Start with one critical process. Involve your team in the design. Iterate based on real-world feedback. Watch your agency transform from a collection of talented individuals into a systematic success machine.

The agencies that thrive won't be the ones with the most sophisticated processes—they'll be the ones with processes that actually work.
Laura

PS I answer all emails so if there is anything I can do to help, please hit reply.

References:

[1] Forbes - "Beyond Impossible: How 5 Top Agencies Rewrote The Rules Of Creativity With AI" - https://www.forbes.com/sites/google-ads/2025/07/08/beyond-impossible-how-5-top-agencies-rewrote-the-rules-of-creativity-with-ai/

[2] Ad Age - "Watch—Inside the ad agency business in 2025" - https://adage.com/datacenter/aa-agency-report-conversation-bradley-johnson-sabrina-sanchez/

[3] Search Engine Land - "4 PPC trends to monitor closely in the second half of 2025" - https://searchengineland.com/ppc-trends-second-half-2025-458296

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