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Described as “an adrenaline shot for your agency”, The Agency Code course guides you through the 21 specific keys to building and growing a successful marketing agency. Acclaimed agency owner Craig Rodney developed the course based on having built and sold Africa’s largest social media agency, and the last four years studying the common characteristics of the world’s most successful agencies.

What you'll learn

  • How to structure your agency to achieve growth.

  • How to manage the growth to achieve high-level profitability.

  • How to manage yourself to ensure the greatest returns on your time and effort.

Course curriculum

  • 01


    • Welcome to The Agency Code

  • 02


    • The Theory of Stock

    • The Art of Buying Time

    • Delegation vs Abdication

    • The 60 / 20 / 20 rule

    • It's All About The Leads

    • Separate Sales From Delivery

    • Fire Bad Clients

    • Empower Employees With The Truth

    • Reward Efficiency Smartly

    • Hire For The Clients You Want

    • Hire Ahead of The Curve

    • Secure Your Own Oxygen Mask First

    • Emotion is The Devil

    • Manage Emotions Like Bandwidth

    • Take Control of Your Diary

    • The Negotiation Triangle

    • Make The Client Say No

    • You're Too Cheap

    • How Can We Be Better?

    • Obsess Over Quality

    • Ready To Sell Valuation

  • 03


    • Onwards To Success


““A fellow agency entrepreneur recommended Craig’s services to me and I haven’t looked back. Craig’s hands- on counsel, motivation and deep expertise about how successful agencies work helped me to innovate our business model. I have a clearer sense of where we need to go, I’ve made substantial changes to our operations, and Craig is right there to keep me accountable every step of the way.””

Group CEO at Africa Communications Group

Mimi Kalinda

““I’ve had the privilege of working with Craig as a business coach for almost two years. His knowledge and experience of building and running a digital agency coupled with his ability to draw from his experience to create context and valuable insights in his coaching work with me was invaluable. I found Craig to have enormous empathy, insight and intelligence. I cannot recommend him enough. ””

CEO at G&G

Michael Gullen

““Craig has the track record to provide consistent and experienced objectivity, a different perspective or helping you see a problem from a new angle is critical. He has done it before and deals with many companies facing similar problems which allows for a broader place of knowledge and trends. Our business is in a significantly better position now than it was before Craig’s involvement and there is no doubt a lot of that transformation happened because of him. No SME should exist without a coach and you can’t do better than Craig.””

Managing Director at Halo

Dean Oelschig



Craig Rodney is a marketing agency coach who specialises in helping small to medium agencies break out of their bad habits and focus on growth and profit. Craig spent 15 years building and running one of South Africa’s most successful marketing agencies, learning many lessons along the way, and eventually selling the agency. The aim of his coaching is to accelerate his clients to success while avoiding many of the painful mistakes he made in his journey.

Craig Rodney