An Interview with Spin: How to Nail Your Agency’s Marketing and Generate More New Business Leads 

In today’s crowded agency landscape, delivering standout work for clients is no longer enough to get you noticed and win more business. Agencies need to market themselves with the same level of creativity and intent as they do their clients. We sat down with Maria Rubio, Marketing Manager at Spin, one of the industry’s top creative-first social agencies, to get the inside scoop on how they craft marketing that not only strengthens the Spin brand, but continues to be a key driver of new business. From big picture strategy to topical trends that align with their values, Spin is the perfect example of agency self-promotion done right.   

What is Spin’s Marketing Philosophy? 

At the heart of Spin’s marketing strategy lies a simple but fundamental belief, treat your agency like a client. As Maria puts it, “We treat Spin as another account with its own budget, strategy, creative brainstorms, performance reviews, the whole process.” This approach ensures consistency and focus, two things many agencies struggle to apply to when it comes to their own marketing.  

Spin’s core philosophy is in demonstrating its value by doing, not just saying. Their team leans into their identity as a creative-first, social-first agency by using their own platforms to show off what they’re capable of. “If you want brands to trust your brand, they need to see you do the work,” says Maria. “You can’t sell something you can’t sell for yourself.” 

Authenticity, although now a slightly overused term in the industry, plays a fundamental role in Spin’s marketing strategy, defined by people-first and culture-first. This people-centric focus ensures Spin’s content is always grounded in relevance to the audience. For Spin, being authentic is simply about showing up in the right way, in the right place, at the right time, to the right audience. 

What are Spin’s Most Effective Marketing Strategies? 

Spin isn’t just thinking about strategy, they’re executing on it, too. Maria shared three standout initiatives on how their marketing drives tangible results: 

1. The Relevance Hub 
   A weekly Substack and LinkedIn newsletter sent to a broad list of clients, partners, and industry contacts. It shares platform updates, cultural trends, trending sounds, and audience insights, serving both as an internal resource, and with over 2000+ marketing leaders, it acts as a powerful new business magnet which they've seen leads come directly from, Maria shares.  
2. The Reactive Engine 
   With in-house content creators dedicated to Spin’s own socials, the agency creates fast, on-trend content, particularly on TikTok. Creator Julian has become something of a face for the agency, curating relevant, fast-moving content that showcases Spin’s agility and cultural savviness. This content isn’t just for show, it's sparked real conversations with prospective clients. 
3. Spin’s Social Manifesto 

Spin has developed its own manifesto, a 60 word statement reclaiming the often over-used but misunderstood use of ‘social-first’. A term which Spin lives by and embodies through everything the team does. Most importantly, Spin understands that each channel has its place. What goes on TikTok doesn’t just get copied to LinkedIn. Their marketing avoids siloed thinking and recognises the nuances of each platform.  

How does Spin Stay Ahead in a Competitive Landscape? 

To keep their edge, Spin operates similar to publishers, mirroring that of media organisations, with quick takes on trends, constant format experimentation, and an always-on mindset. It’s not just about being creative, it’s about staying creatively nimble too. 

One trend Spin is leaning into is franchise content, repeatable formats with clear creative parameters. “We’re building content series that we can easily scale, while keeping the focus on the creative,” says Maria. It’s an efficient way to deliver value without starting from scratch every time. 

The team also continuously experiments, both with formats and platforms. They stay ahead of the curve by pushing boundaries, testing ideas, and being unafraid to learn as they go. 

What is Spin’s Approach to Self-Promotion? 

If there’s one thing Spin gets right, it’s self-promotion without ego. They don’t take themselves too seriously, but they’re serious about the work they do.  

“We’re not afraid to be a bit tongue-in-cheek,” Maria explains. “But never about serious topics.” This balance allows Spin to remain human and relatable while still demonstrating expertise. 

Maria also cautions against the temptation of over-polished social content. “Social media is not the place for overly refined content,” she says. “You need to get things out there. Don’t let perfection stall you.” 

How Does Spin Measure Success? 

Spin tracks the performance of its own marketing channels with the same diligence they apply to client work, but with some flexibility. 

“Yes, we measure KPIs, but we don’t obsess over metrics,” Maria explains. Instead, the team focuses on learning what’s working and why, then iterating based on insights rather than chasing likes. “The most important thing is that we show up to the world as who we are. If that drives engagement, great. But we’re not going to pretend to be something we’re not.”  

For Spin, success is about alignment between message, medium, and identity. It’s about creating work that’s true to the agency’s culture and capabilities, and making sure the world sees it. 

Final Advice to Fellow Agencies  

Maria’s parting advice is refreshingly practical, “Just post. Don't get too caught up in perfecting every asset for every platform. Share what you’ve done, even if it's a monthly dump.” And remember, content pillars are your compass. Without them, your agency risks becoming reactive instead of strategic. 

Keep it simple: 

• Don’t overthink too much. Just post. 
• Reuse content across platforms. 
• Have 4–5 clear content pillars. 
• Don’t chase every trend, curate with what aligns to your brand values. 

Conclusion 

Spin’s approach to self-marketing isn’t just effective, it’s inspiring. By practicing what they preach, treating themselves like a client, and staying agile in a fast-moving space, they’ve built a self-sustaining engine for brand awareness and new business. Their secret? Consistency, clarity, and a fearless commitment to showing the world who they are.