Welcome to Suprpwr.
For nearly 20 years I’ve been in marketing. Fifteen of those were spent agency-side as a B2B marketing director and the last five in consulting. Starting my own consultancy has been exciting and I’ve been supported by many, many incredible people. A business dedicated to helping agencies make marketing their superpower.
To embrace what’s unique about them and channel it into standing out, being different and ultimately being known for something.
Why the name? What do I do? Read on to understand a bit more about where the name came from and the service I offer…
The problem I saw
I seen the same issues repeat again and again.
Too many agencies are generic. They try to be all things to all people, when what really works is the opposite: knowing your strengths, focusing on the audience you serve best and becoming famous for a very specific thing. The challenge in the industry isn’t saturation - it’s differentiation and the lack of differentiation is slowly killing agencies, on an almost daily basis and I see it everyday, playing out in pipelines.
The second issue is the classic “cobbler’s shoes” effect. Agencies spend so much time marketing for clients that their own marketing gets neglected. When they do pick it up, it’s inconsistent. A campaign goes live, then nothing. An event is ran and no follow up. Weeks between social posts or blogs. I call it pepper grinder marketing - picked up, twisted a few times for immediate results, then put back down for later.
The result is an air bubble in the pipeline. By the time the lack of marketing shows up, opportunities have dried up and momentum is gone. It can take months to recover and most agencies don’t have the reserves to survive that gap.
That’s where I knew I could make a difference: helping agencies turn their attention inward, identify what makes them strongest and build consistent, resilient marketing engines. Engines that powered growth.
Why ‘Suprpwr’?
The name comes from a belief I’ve always held: every agency has a set of internal strengths, skills and beliefs that can’t be replicated. Combine them and you create something I call the marketing fingerprint - an identity as unique as a fingerprint.
That fingerprint is your superpower. When you lean into it and use it to fuel your marketing, you stand out in ways competitors can’t copy. It’s a strength that can’t be matched and an identity to rival others.
Making marketing your superpower means cutting through the noise with something that’s uniquely yours. It’s your secret weapon in a crowded industry. It’s something ownable and scalable and in this market - that’s gold dust.
There’s very few true uniques anymore - if any at all. However, by identifying your marginal point of difference, wrapping it up in your brand identity creates layers of ‘you’ and those layers are your armour.
What I do
When I start with a new client, I always begin with the basics: who is your audience, what problem do you solve and what value do you ultimately create.
From there, I use structured tools and approaches to help identify the strengths, pull out the skills and recognise what’s truly unique about you - and in an industry as busy as ours, sole uniques are virtually impossible to find so yours is going to be the sum total of a number of things combined. Building out a marketing engine from scratch or optimising and scaling what you already have is the core product.
Tools like my marketing audits in particular have become one of the most valuable starting points for agencies - they’re often the first time a founder sees their business through a truly objective lens. Or for less established agencies, my Future Agency Framework helps to create the marketing engine from scratch, guiding agencies through everything from day 1.
The aim is simple: to help agencies build internal marketing engines that generate consistent conversations with target ICPs, nurturing them until they’re ready to buy and ultimately drive commercial growth.
For me, success looks like a founder who feels relief because they finally have clarity on how to grow and a clear route forward combined with conversations with target ICPs entering the early stage pipeline.
What a great feeling that is. I’m yet to meet an agency where a healthy pipeline of developing opportunities doesn’t help fix all the other problems downstream.
Looking ahead
I don’t have every step mapped out for Suprpwr’s future, but I see opportunities to collaborate with complementary consultancies and build something bigger together. I’ll stick to my own niche and partner when a need falls outside of it.
But the mission is clear: to help agencies understand who they serve, the value they create and how to stand out.
The industry doesn’t need more generalists. It needs agencies willing to specialise, own their niche and market themselves with the same energy they give their clients.
Our industry doesn’t have a saturation problem. It has a differentiation problem.
Suprpwr exists to fix that and to help agency founders grow businesses that give them options.
If you’d like to find out more about how you can make marketing your agency superpower, drop me an email - dan@suprpwr.co.uk