Create an “unlevel” playing field for agency new business
The goal of most agency reviews is to “level the playing field” – a process designed to line up and compare agencies on a set of common characteristics. Your job as an agency executive is to unlevel the playing field. Rather than showing how well you compare, you should go out of your way to show how you don’t compare.
Tim Williams, President of the Ignition Group and author of Take a Stand for Your Brand
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Michael Gass, agency new business consultant, primarily to small and mid-size advertising agencies, utilizing both traditional and new media tools.
