Fuel for Thought: Ad Agencies Need to Specialize

“Go against the grain. Every agency is trying to convince clients that they can do it all. Instead, be an agency that does only one thing really well. Specialize in retail, or become expert in marketing to Mid-Westerners, or only work on luxury brands, or only do creative work. Find something you can be famous for.”

Bob Hoffman, ceo of Hoffman/Lewis advertising in San Francisco and St. Louis. Author of the blog, The Ad Contrarian

About Michael Gass

Consultant | Trainer | Author | Speaker

Since 2007, he has been pioneering the use of social media, inbound and content marketing strategies specifically for agency new business.

He is the founder of Fuel Lines Business Development, LLC, a firm which provides business development training and consulting services to advertising, digital, media and PR agencies.


  1. As opposed to “80% of our work is real estate, but we do restaurants too!” ;D

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