Archives for September 2010

The Only Rule That Really Matters When Presenting for Ad Agency New Business

boring ad agency presentations

Every agency presentation must be focused on capturing your audience’s ATTENTION and keeping it. It is the presentation rule that matters most.

A lot of agency presentations are nothing but recycled insights, predictable services, using the same agency speak, nothing note worthy or memorable for an audience who must be bored out of their minds. I wonder how much new business opportunities were squandered because of boring ad agency presentations.

If you want to reach your audience, you must have something significant to say which you are passionate about.

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10 Tips to Create a Consistent Ad Agency New Business Program

10 tips ad agency new business

Consistency is a key component to ad agency new business. Consistency is more important than perfection.

Your agency’s new business program must be sustainable at the times when your agency is at its busiest. Too often new business development is put on the back burner until existing business decreases and a downturn begins. That creates a roller coaster effect on your agency’s pipeline of prospects which impacts agency income and causes you to accept the wrong type of client, from the wrong pool of prospects which do not fit your agency’s strengths and core competencies.… Continue reading

The Top Advertising Agency Associations and Networks for New Business

advertising agencies global network new business

A network of  advertising agencies can improve your agency’s new business through collaboration, strategic alliances and  training.

Whenever I speak, I’m often asked to recommend an agency network. There were very few online sources that had collected this type information in one place, so I decided to compile my own list that I hope you find helpful. I’ve included a brief synopsis of information, along with web links, contact information and Twitter accounts for each.

A strong agency network can:

  • Help with new business introductions and attract new business internationally
  • Provide new business training for agency staff
  • Enhance best practices
  • Provide peer groups
  • Improve agency operations
  • Create channels for outsourcing work
  • Assist in implementing research
  • Provide  access to common media and research s
  • Arrange annual conferences, workshops and seminars
  • Provide access to the expertise and specialized capabilities of network partners
  • Arrange for group insurance plans, legal services, etc.
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Ad Agencies: 10 Tips That Separates the Best From the Rest

the best advertising agencies

The agencies that win the most new business have a differentiating position from their competitors.

“Most managers invest their time and energy in trying to make their firms better, when in fact they should also be working to make their firms different” – From Positioning for Professionals

I had the privilege to attend a Tim Williams seminar, “What Separates the Best from the Rest,” when I was the new business director for a regional advertising agency.… Continue reading

Ad Age: A List of the Worst Agency Websites for IPhones and IPads

Attention Agencies: You provide a sweet target for your competition if you don’t practice what you preach and aren’t doing for yourself what you recommend for clients.

The McKinney agency, Durham, NC, recently created some positive press for themselves while creating a firestorm around some of the biggest advertising agencies websites.

Advertising Age, provided with McKinney’s review of agency’s websites, recently published the article, The World’s Worst Agency Websites (For IPhones and IPads).

David Teicher, for Advertising Age writes, “McKinney Art Director Nick Jones stumbled upon an unfortunate, albeit not surprising, byproduct of that: Some of the biggest agency websites are built on Adobe’s Flash and thus entirely inaccessible from iPhones and iPads.

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7 Benefits from the Right Positioning for Ad Agency New Business

seven benefits of ad agency positioning

The FOUNDATION of an ad agency’s new business program is its positioning.

When you have the right positioning it’s like fishing for a specific fish with  a particular bait. You know where the fish are, what bait is appealing to them, the right equipment to use and you have developed the expertise to catch the real trophies.

“By appealing to everyone, brands end up appealing to no one.  Standing for everything is the same as standing for nothing.” Tim Williams, author of, Positioning for Professionals

So, the starting point for a successful agency’s new business program needs to be positioning.Continue reading

Resources for Successfully Pitching for Ad Agency New Business

If you want to win pitches for new business I would encourage you to be a constant student of public speaking.

Recently I wrote an article that received a lot of attention, “Steve Jobs: 10 Presentation Tactics for Ad Agency New Business.”

Every new business pitch should do three things: inform, educate and entertain.

This week my resource is a bit dated but can be just as helpful. I’d like to go back in time to the 1930’s, “Monroe’s motivated sequence,” is a technique for organizing persuasive speeches that is still in use today.… Continue reading

Enviromedia Social Marketing: Voted Best Agency Blog of the Month

Another Texas advertising agency’s blog, Enviromedia Social Marketing in Austin, has been voted Fuel Lines’ Blog of the Month for August, by 29% of the votes cast. EnviroMedia formed in 1997 as the nation’s first full-service marketing firm focused solely on environmental and public health issues.

We’re considered champions of authentic green marketing and are leaders in behavior-changing social marketing campaigns that improve the environment and public health – Enviromedia Social Marketing

Called “The Green Detectives” in The Washington Times, agency principals Kevin Tuerff and Valerie Davis are thought leaders in authentic environmental marketing and sustainability issues.… Continue reading

The Top 10 List of Articles for Fueling Ad Agency New Business Through Social Media

How to use social media as a channel for ad agency new business continues to be a hot topic with most agencies.

The articles below created the most appeal and traffic from readers for this past quarter.  Evidence that agencies still are very interested in social media and how to monetize it for themselves and for their clients.

Information that helps with agency presentations has also generated interest. An article on Steve Job’s presentation tactics led to 2,300 page views within an hour of being posted.… Continue reading

31 Examples of Agencies Active in Social Media

Review and decide which of these 31 agency blogs best understands and utilizes the popularity of social media.

The following agency blogs have been submitted to Fuel Lines. Review and vote for the best agency blog of the month. The winner will be featured on Fuel Lines throughout the month and included in the voting for agency blog of the year.

Cast your VOTE by Clicking Here

These are the ad agency blogs submitted for the month of August:

  1. 5 to 9 Branding, Cameron Christopher Thomas Advertising, Denver, CO
  2. 6 AM – Richard Edelman, Chicago, IL
  3. BBH Labs, NYC and London
  4. Bill’s B2 Blog, Mintz & Hoke Communications Group, Avon, CT
  5. Content to Commerce, Big Fuel, Manhattan, NY
  6. Digitally Approved, Fanscape Inc., Los Angeles, CA
  7. Energy Efficiency Marketing, Kelliher Samets Volk, Burlington, VT
  8. Enviromedia Social Marketing, Austin, TX
  9. Fifth Gear Analytics, Sigma Marketing Group, Rochester, NY
  10. From Bogota With Love, Zemoga, New York, NY
  11. Healthy Conversations, Trajectory, Morristown, NJ
  12. Hill Holiday blog, Boston, MA
  13. Ideas & Innovation, Mullen, Boston, MA
  14. L&S Unscripted, Lawrence & Schiller, Sioux Falls, SD
  15. Marketing OC Blog, MarketingOC, Orange, CA
  16. Marketing Premium Food, Stephan & Brady, Madison, WI
  17. MediaCom Beyond Advertising, MediaCom, London, UK
  18. New FoundNation, The Communications Group, Little Rock, AR
  19. Off the Shelf, Barkley, Kansas City, MO
  20. Oh no, not another agency blog, Brokaw Inc., Cleveland, OH
  21. Overdrive eMarketing Blog, Overdrive Interactive, Boston, MA
  22. Priority Integrated Marketing Blog, Priority Integrated Marketing, Minneapolis, MN
  23. Scatter/Gather, Razorfish, Seattle, WA
  24. Smart Marketing with Larry Weintraub, Fanscape, Inc., Los Angeles, CA
  25. Spring Blog, Spring Advertising, Vancouver, BC, Canada
  26. The Green Detectives, Enviromedia, Austin, TX
  27. Turn Up Your Volume, The Heavyweights, Indianapolis, IN
  28. Under the Iconic Influence, Preston Kelly, Minneapolis, MN
  29. We make it all better.
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