3 Things Ad Agencies Need for New Business

positioning for ad agencies for new business

A “Brand” New Day for Agencies It’s a new day for agencies and for clients.  Agencies have been notorious for not creating their own articulated brand, but today we all need a differentiated brand just like our clients. You can “do” a lot of things, but you can only be “famous” for one thing. Agencies […]

You need to do this one thing to build your ad agency’s brand …

writing for ad agency new business

  If I were the owner of an advertising, digital or media agency, to build my agency’s brand, I would WRITE!  This isn’t a new discovery for me. Since the beginning, I’ve written my way into a thriving new business consultancy. My blog provides a consistent flow of inbound leads. I’ve never had to make […]

Personal Brand Development Benefits Ad Agency New Business

personal branding and ad agency new business

Growing your personal brand can greatly boost your agency’s new business opportunities. It makes sense for the principal to be the face of the agency. Not only are they the least likely to leave, but usually small to midsize agencies are built upon the vision, values and the type of culture that best suites their owners. And, agency owners […]

Can You Damage Your Ad Agency’s Brand By Ignoring Yours?

ad agency owners personal branding

“People trust brands that have people they can trust.” Not only will a poor personal brand damage your agency’s brand, I believe a non-existent personal brand does so as well. Steve Farnsworth writes and speaks about how smart companies can effectively integrate social media, PR and content marketing into their marketing mix. He is also the Chief Digital […]

Stop the Bullying for Ad Agency New Business

ad agencies need to stop the bullying for new business

Agencies have only themselves to blame, making it easy for clients to bully them around.  Agencies claim to be different but most are pretty much the same and sameness always breeds differentiation based on price.  There has been little innovation from agencies to migrate away from the old model of advertising. It still astounds me […]

Ad Agencies Should Stop Faking It – Create Digital Content

David Schwartz ad agency new business

Guest post by David Schwartz David is a personal friend and an excellent Digital Brand Strategist focused on content development. He is the author of Brand Ed: Brand Education Services, a conversation about restaurant branding. David started his career working for MTV in New York, He then proceeded to Atlanta to work with the likes of […]

How McKinney achieved one of the best new-business records among advertising agencies

Innovation and collaboration, two keys to ad agency new business. McKinney is an independent advertising agency based in Durham, North Carolina. It was founded in 1969 by Charles “Chick” McKinney, the agency is now independently owned by a management team led by Brad Brinegar, CEO.  It has been recognized as one of the nine best agencies in […]

Cause Branding: It is Now B-2-WE for Ad Agency New Business

WE -habilitating Capitalism – How valuable your agency will Be to ME no longer depends on b2c or b2b but on b2we Simon Mainwaring is founder of We First, a social branding consulting firm that helps companies use social media to build communities, profits and positive social impact. A highly recognized creative director, he has […]

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. “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

Can you describe your ad agency’s positioning in 30 seconds?

foundation for ad agency new business is positioning

Can you define your agency’s positioning in a simple statement? I can’t begin to tell you how many agencies I know struggle with this. The starting point for any ad agency new business program is your positioning. It is a fundamental prerequisite for small and midsize agencies. Positioning is everything. But it is also the place where most agencies where most fail.

Social Media Isn’t Working for Ad Agency New Business

 

If your agency’s social media participation isn’t developing new business leads, it’s important to know WHY. 

From my experience, most agencies finally got on board with social media in 2010. They created their agency’s blog, Twitter, LinkedIn, Facebook and Instagram accounts and jumped in.

70% of marketers report that social media marketing delivers poor or average return on investment.

Many agencies thought that by merely having a social media presence, it would give them social media credibility.… Continue reading

Podcast: Inbound prospects in 30 days

Inbound Marketing for Ad Agency New Business

How to speed up the process of developing inbound leads for ad agency new business.

I recently had the pleasure of being interviewed by Jake Jorgovan for this episode of his, Working Without Pants Podcast, sponsored by Outbound Creative.

I share in-depth tactics to help agencies with their inbound marketing strategies. A lot of agencies have a hard time seeing new business results from inbound marketing, or success is taking a long time. I show ways that inbound and social media can start creating an impact within 30 days.… Continue reading

8 Primary Problems for Ad Agency New Business

Problems for Ad Agency New Business

 

Agencies have lots of problems when it comes to new business.

Almost my entire career in advertising was spent in business development. I’ve been a consultant to advertising, digital, media and PR firms for over ten years. I’ve worked one-on-one with over 270 agencies. From my experience, new business is becoming more complex and challenging. 

Here are eight of the most common problems of small to midsize agencies and what to do about them:

1.  

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CEOs Can’t Afford to Ignore Social Media

the social ceo

Social media is a primary force that is redefining the role of the men and women who oversee the world’s largest companies.

The importance of social media to business has dramatically escalated. We have moved through the “hype phase of social media when businesses felt compelled to participate because it was such a fad. We have entered a productive phase where companies are starting to crack social’s code to turn it into a genuine marketing advantage.… Continue reading

Attentionomics Needed for Ad Agency New Business

Presentations for Ad Agency New Business

 Every ad agency presentation needs to focus on capturing and keeping your audience’s ATTENTION.

Keeping your audience’s attention is the rule that matters the most.

If you want to reach your audience, you must have something significant to say and be passionate. Genuine passion will attract attention and attention will lead to action.

A lot of agency presentations are nothing but recycled insights or predictable services. They use the same agency speak with nothing note worthy or memorable.… Continue reading

3 Things An Ad Agency New Business Director Needs for Success

ad agency new business training

How ad agencies acquire new business has changed dramatically and that effects the knowledge and skills new business directors need to make it happen.

People who have done this job in the past are struggling. The tenure of a new business director is now two years or less. In a recent survey conducted by RSW/US, only 26% of new business directors were considered successful.

A 4A’s report sited that 90% of agency staff say they have to figure things out on their own due to the lack of training.… Continue reading

To be an effective writer, spend more time planning and less time writing

content marketing for ad agency new business

Successful writers spend 75% of their time in the preparation and editing process and only 25% of their time writing the content.

There are big rewards from content marketing, but it’s also a big challenge. Writing is a process that takes time and effort. Even the best writers have difficulty putting their ideas into words.

Most of us aren’t born with the gift for writing. We have to work at it. 

According to a study conducted by McLuhan and Davies, a Toronto based consulting firm specializing in communications training, effective writers spend:
  • 40% of their time planning
  • 25% of their time writing
  • 35% of their time revising

Less effective writers usually spend:

  • 20% planning
  • 60% writing
  • 20% revising

Here is an easy to follow formula that will help fuel your writing:

1.

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A Fresh Look at How to Market Your Ad Agency for New Business

Marketing Your Ad Agency for New Business

Stop selling your services, that’s not what prospects are buying.

Agency business development programs are often sales focused. They’re built around outbound, interruptive sales tactics that are designed to start engagements with prospective clients. The prospects have little, if any, awareness of the agency or how they’re different from their competitors.

Success in “selling the agency” is proving to be extremely difficult. And when business development isn’t successful, they think the sensible thing to do is to step-up outbound sales.… Continue reading

How to Fuel Ad Agency New Business With Content Marketing

content marketing for ad agency new business

Why is content such a valuable strategy to help ad agencies drum up new business?

I thought I would share a recent interview conducted by content marketer, Andy Baldacci. Andy hosts Hubstaff’s Agency Advantage Podcast where he helps agency owners grow their business.

If you’re skeptical of the value of content marketing for your agency or are worried that it will take too long to get results, this is the episode for you.

Click Here for a full written transcript and to listen to: Fueling Agency New Business With Content

Here are some interview excerpts on the importance of content marketing:

“The average Fortune 500 company has 17 agency relationships.… Continue reading

Boring Presentation Decks Kill Ad Agency New Business

ad agency new business

Delivering a presentation that moves prospects to action STARTS with the presentation deck.

I’ve reviewed hundreds of agency presentations. Could somebody please tell me why great CREATIVE PEOPLE become so BORING when creating a presentation?

PowerPoint and Keynote slides have the ability to empower your presentation or kill it.

Most presentation decks are created using PowerPoint. There are approximately 30 million PowerPoint presentations made each day. Though PowerPoint is the most popular presentation software, it isn’t my favorite.… Continue reading