Here's the training every agency leader should get.
Becoming an effective manager
doesn’t have to be guesswork –
and you don’t have to “learn it the hard way”.
The New Leader’s Playbook is 16+ training modules to
transform you from agency specialist to agency leader.
Why your boss should pay for The New Leader’s Playbook
David Sottimano
Search Consultant
“Where it seems like most employees’ goal is to progress toward management, I prefer to focus on the work rather than administrative duties. Personally, progression is measured by improvement in quality of work, deepening expertise, client retention and financial incentives. The closest, non defamatory definition to describe myself would be a disruptor, which by all accounts are notoriously to manage yet tend to be some of the highest performers.”
Hey, you got promoted!
That’s awesome. And scary.
Because what’s expected (and needed) of you at work from now on is going to be vastly different from what’s been expected of you til now.
Your talent, drive, and focus got you this far — but leadership is a very different beast, and you’d prefer to tackle it with practical guidance. Smart.
JUNIOR
SENIOR
You are here!
LEADER
Leadership is an entirely different skillset, and you’re right to want support.
Because nothing will tank project success and team morale (not to mention your own personal fulfillment) faster than trying to manage a team without the right approach.
David Sottimano
Search Consultant
“Where it seems like most employees’ goal is to progress toward management, I prefer to focus on the work rather than administrative duties. Personally, progression is measured by improvement in quality of work, deepening expertise, client retention and financial incentives. The closest, non defamatory definition to describe myself would be a disruptor, which by all accounts are notoriously to manage yet tend to be some of the highest performers.”
You need
to understand how to manage a team…
Being a manager (or leader, or boss — whatever you want to call it) means you’re now responsible for taking on the big, complex questions whose answers lie behind every truly successful agency.
AKA *not* the agencies with a revolving door of unsatisfied clients and
a 1-star rating from former employees on Glassdoor.
How do I grow a successful, high-achieving team?
So you can get the best out of your team and help them develop their careers while adapting to each of their strengths, weaknesses, and personalities
How should I resolve conflict?
So you can address differences of opinion without offending (and losing) critical team members — or destroying their respect for you in the process
How will I build in reliability and communication?
So you can coordinate tight deadlines between accounts and creative/technical teams (without disappointing the client)
How can I encourage improvement?
So you can give useful performance reviews to a team member who has potential, but isn’t quite cutting it
How can I give constructive, practical feedback?
So you can translate vague client feedback into action items for your junior team member (without having to expand the scope)
How do I keep projects moving, especially with a remote team?
So you stay on top of your many shifting responsibilities, even across time zones and employee/contractor inputs
…while still accomplishing your own deep work
Oh yes, there’s more. 😅
Your new leadership role will also more than likely involve the big-picture thinking and strategic expertise that made you stand out as a potential leader in the first place.
But with all of the responsibilities that come with managing a team, how the heck are you supposed to carve out time for your own deep work?
Meet The New Leader’s Playbook:
Your comprehensive guide
to become an effective leader
Your Playbook includes 20+ modules on the work of leadership
with both video and written components, AND cheat sheets to help you skip the messy middle.
Created by Aira co-founder (and manager of 50+ people)
Paddy Moogan.
Here’s a pre-written email that will get your boss to buy it for you
David Sottimano
Search Consultant
“Where it seems like most employees’ goal is to progress toward management, I prefer to focus on the work rather than administrative duties. Personally, progression is measured by improvement in quality of work, deepening expertise, client retention and financial incentives. The closest, non defamatory definition to describe myself would be a disruptor, which by all accounts are notoriously to manage yet tend to be some of the highest performers.”
Your agency is gambling on you.
As we all know (*cough* from having bad managers *cough*), creative and technical skills don’t always translate to leadership skills.
The talents and experience that make you a superb graphic designer, sharp copywriter, organized account manager, or
good at any other agency role don’t guarantee that you’ll be
an effective leader upon promotion.
Yet most agencies promote from within and hope for the best. 🤞
What if they could equip you not just with confidence, but with real training? Without having to spend their own time or resources helping shape you as a leader?
The New Leader’s Playbook is a simple, straightforward way to ensure you live up to the potential your higher-ups see in you.
No, there are no silver bullets.
Yes, you can learn everything in The New Leader’s Playbook through experience, trial, and error.
But if you’d like to radically reduce your errors, and fast-forward
to being the best leader you can be…
Newly promoted, or next in line?
Click here to send a persuasive email to
your boss so your agency will buy you
The New Leader’s Playbook
The New Leader’s Playbook is the bridge between being an excellent creative and leading a team of excellent creatives.
Every module in The New Leader’s Playbook is based directly on more than a decade of agency development experience. (In case you’re looking for impressive numbers, our 7-year-old agency that employs more than 50 people, and retains ~90% of our
happy clients).
What you’ll get in this 20+ module program
100,000+ Word Guide with Offline Access
Don’t call it a Bible (but you can if you want). The guide is a rich, detailed resource that you can refer to on-demand, whenever you need it. Prefer to read instead of watch, and want to minimize distractions? Easily download the written content to read it offline.
Hours of Video (soon to be even more)
Your video library includes process walkthroughs, demos of how to have tough conversations, and frank discussions of management areas to help you and your team grow.
Problem-Solving Frameworks
Sometimes it’s not a matter of getting the right answer, but thinking about the problem the right way. Get the exact systems and frameworks that effective leaders use to solve their most urgent, high-ROI problems.
Agency Leadership Cheat Sheet
You’re gonna love these!
These easily reference-able TL;DRs will help you keep key learnings top-of-mind and ready to use.
Templates & Scripts
Performance reviews. Firing. Giving and receiving feedback. Most leaders say these are the toughest things they have to do every day. With these templates and scripts, you can make these challenging discussions straightforward — and never wonder what to say next.
David Sottimano
Search Consultant
“Where it seems like most employees’ goal is to progress toward management, I prefer to focus on the work rather than administrative duties. Personally, progression is measured by improvement in quality of work, deepening expertise, client retention and financial incentives. The closest, non defamatory definition to describe myself would be a disruptor, which by all accounts are notoriously to manage yet tend to be some of the highest performers.”
Created for new leaders by an old experienced leader
The New Leader’s Playbook is Paddy Moogan’s latest passion project, although he hates that term.
Paddy is the co-founder of beloved digital marketing agency Aira, where he oversees a happy, highly productive team of 50+ digital specialists working with dozens of (also happy!) clients. He’s the author of The Link Building Book, and a respected authority in the SEO world.
Paddy’s guidance has been featured by some of the leading digital marketing publications, including ->
What peers & former colleagues say about Paddy
David Sottimano
Search Consultant
“Where it seems like most employees’ goal is to progress toward management, I prefer to focus on the work rather than administrative duties. Personally, progression is measured by improvement in quality of work, deepening expertise, client retention and financial incentives. The closest, non defamatory definition to describe myself would be a disruptor, which by all accounts are notoriously to manage yet tend to be some of the highest performers.”
A quick note from Paddy
Hi there,
I’ll get right to it: my agency co-founder and I were very intentional about the culture and atmosphere we wanted to build at Aira. We wanted to create an agency that was so effective for clients, it ended the “agency roulette” many clients suffer through.
And we ALSO wanted our agency to be a fulfilling, transparent place to work.
The process wasn’t easy, and I’ll be the first to admit we made some mistakes along the way. We struggled with scaling teams whilst keeping standards high, as well as providing the support system that our amazing team needed when they became line managers and leaders themselves.
That’s why I wrote The New Leader’s Playbook. It’s the comprehensive guide I wish I’d had when I was helping build our agency. And now it’s yours.
Cheers,
Paddy
Jess Champion
Search Consultant
“I can say, hand on heart, that Paddy is one of the greatest managers I’ve ever had the pleasure to work with.
While he managed me only for a brief time in the grand scheme of things, his kind and human-led approach has left a long-term impression on me and, to this day, influences my own people-first management style. The world would benefit hugely from having more Paddy-shaped managers!”
Master the key pillars
of effective management & leadership
Everyone takes a unique path into agency leadership. And everyone brings their own, different aptitudes and challenges to their new role.
That’s why The New Leader is designed to be flexible. Start the training modules in any order you want, and focus on developing the skills you — and your team — need today.
You’ll learn about
Accountability
Hiring Talent
Productivity
Onboarding
Managing Email
Promotions
Dealing with Underperformance
Effective Decision Making
Effective Meetings and Check-ins
Dealing with Conflict
Effective Communication
Personal Development
Managing a Remote Team
Deep Work and Focus
Giving and Receiving Feedback
Managing Strengths and Weaknesses
With more modules to come each month.
Sneak peek at upcoming module topics:
Dealing with Change
Offboarding Team members
Progression for senior team members
Managing managers
Probation periods
Running pay reviews
OKAY, I WANT THE TRAINING. HOW MUCH IS IT?
$499 for guidance that will change not just your career, but the entire trajectory of your agency
I (Paddy) thought long and hard about how to price
The New Leader’s Playbook.
On the one hand, it’s basically the expertise and experience I’ve gathered over a decade, distilled into practical training and tools for Young Paddy and others like him. That’s worth a lot!
On the other hand, I want this training to be accessible both to current leaders, and to digital specialists who plan to start their new agency.
That’s how I arrived at $499: less than the cost of most digital marketing conference tickets, with much, much more actionable knowledge (and no need to take notes).
(It’s also less than half of your bimonthly paycheck, if you’re being compensated at a leadership level.)
The New Leader’s Playbook is well worth the investment.
If your boss or C-suite disagrees, and doesn’t want to invest
in you, just send them this email.
Ready to invest in your career?
$499.00
Areej AbuAli
Head of SEO, Papier
“Paddy is a brilliant leader, mentor and friend. We worked together on a number of projects, from having Aira support me as our Digital PR agency during my time at Zoopla to collaborating together on a number of Women in Tech SEO initiatives including our recent State of Technical SEO Report.
Paddy is one of my go-to people when it comes to career decisions as well as constructive feedback on conference talks and industry articles. I’m excited about this course, it’s something that’s much needed in our industry.”
Great leaders
create themselves
Leaders aren’t born, and they don’t become great by accident.
There’s a real path to developing the skills you actually need to become the effective, capable, respected leader of a successful team.
You don’t have to “earn your lumps” or wait until you run into a tricky, sticky this-will-affect-actual-humans problem in your new role. You can level up your skills now.
Here’s the way ->
FAQs
Do you offer refunds?
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