Ad Agency Network: The Brand Establishment

Russ Cornelius The Brand Establishment

 Guest article written by Russ Cornelius, Managing partner of The Brand Establishment, an association of agencies whose owners are Certified Brand Strategists. I find it interesting that many agencies still consider brand development as developing a “wow” logo and ensuring that all marketing pieces have consistent messaging and look as if they are from the […]

Study: The Top Reasons CMOs Hire Ad Agencies

drew mclellan ad agency new business

This data will help you think through how you want to position yourself with prospects and what kinds of clients are the best fit for your agency model. This is a guest post written by Drew McLellan. He’s a friend of mine who heads up the Agency Management Institute (AMI), an association of small to medium […]

Do Brands Benefit Using a Multiple Ad Agency Model?

benefits of multi ad agency partners

Full service advertising agencies are filled with talented people but often lack specialists that have a much narrower focus of expertise. Consumers, brand marketers and marketing channels have changed and so has the traditional advertising agency. Smaller agencies often possess specialties and a nimbleness that allows them to adapt quickly to a rapidly changing marketing landscape. […]

Ad Agencies: Audience Development Comes Before Business Development

build an audience for ad agency new business

Building an engaged online community should now be a core responsibility of business development. Inspiration for this article came from Duct Tape Marketing’s founder, John Jantsch,  from his recent podcast interview with Jeffrey K. Rohrs, Vice President of Marketing Insights for ExactTarget,  Jeffrey is also the author of AUDIENCE: Marketing in the Age of Subscribers, Fans and Followers. […]

The Case for Independent Agency Networks

Gary Burandt Executive Director of ICOM Ad Agencies

In light of the POG merger announcement it seems appropriate to review the benefits of independent networks. This guest article was written by Gary Burandt, the executive director of of the International Communications Agency Network, Inc. (ICOM), a $3 billion USD network of 90 independent agencies in 70 countries. Gary is an Ad agency veteran and has worked around […]

Starting a new agency? Thoughts you should consider before turning the key in the door.

Lisa A. Colantuono agency new business

By: Lisa A. Colantuono, Co-Partner, AAR Partners, Co-Founder, Access Confidential. Lots of new business advice from AAR Partners has been given over coffee throughout the years regarding a myriad of topics. But one topic manages to pop up over and over when industry executives decide to create a “break-away” agency. The question is often asked, “What […]

An International Ad Agency Network for New Business

A custom-built international network available “on demand,” at a price every agency can afford. I recently had the privilege to conduct a Social Media | New Business workshop in London. The event was sponsored by thenetworkone, one of the largest network of independent advertising agencies in the world. There were 9 different countries represented at […]

Ad Agencies: Independence does not mean having to go it alone

Ad Agency networks offer many benefits for small to midsize independent advertising agencies.  This is a guest post written by my friend,  Peter Gerritsen, president of Transworld Advertising Agency Network better known as TAAN, the oldest and among the largest ad agency networks in the world, with 52 member agencies operating in 32 different countries. Not […]

A Global Network of Independent Advertising Agencies for New Business

Belonging to an international network, agencies have instant access to a tremendous knowledge base, expertise and access to global creative. This guest post is written by Cheri D. Gmiter, the executive director of Magnet Global Network.  She serves as the communications hub of this international network of independent advertising agencies. She has over 30 years of […]

A Resource for International New Business for Ad Agencies

An agency network that is focused on helping independent agencies to pitch, win and manage international accounts, themselves. I asked Julian Boulding, London England,  to share information about an international agency network called thenetworkone, which he co-founded. This non-traditional network, provides a custom-built international network, that is available “on demand” for new business pitches and with existing clients […]

Making Time for Ad Agency New Business

A Calendar for Ad Agency New Business

Time Management: If it’s not on your calendar, it doesn’t exist.

The working atmosphere of an ad agency is chaotic. It is an environment that is in a perpetual state of distraction.

Have you often reached the end of a day with nothing to show for it? I know exactly how you feel. An entire day can be disrupted by just one phone call or email.

One of our biggest challenges for new business is knowing what to work on each day.… Continue reading

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