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. […]

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.

Ad Agency New Business: What irks CMOs most about their current ad agency?

what irks cmos the most about the advertising agency

If want to know what irks CMOs the most about ad agencies the recently released GLG Councils Report —”Closing the CMO / Agency Gap: How Agencies Can Win Business and Build Stronger Client Relationships,” provides some excellent insight.

The Premier New Business Conference for Ad Agency New Business

I’m attending and speaking at The Mirren New Business Conference in New York today. It is considered to be the premiere new business conference for advertising agencies, marketing, public relations and digital agencies. Over 400 agencies, from across the country, are represented by those charged with new business development.

Ad Agencies Strike to Protest Unfair New Business Pitch Process

I thought this presentation would be of interest. Belgium ad agencies who went “on strike” to protest the unfair pitch process clients were asking them to go through for new business. Participating agencies replaced their regular websites with the following letter for one week.

Ad Agencies: 2010 Mirren New Business Conference

Mirren Business Development, is one of the premiere new business conferences for small-to mid-size ad agencies, marketing, public relations and digital agencies. Over 400 agencies from across the country will be participating in this years conference, April 12-14, in New York. See the full AGENDA of sessions and SPEAKERS and REGISTRATION information.

Ad Age: Clients Change Ad Agencies Like they Change Underwear

These are just a couple of the quotes from Rupal Parekh’s recent Ad Age article, “Serial Reviewers’ Risk Brand Damage, Fewer Shops Willing to Pitch,” regarding a growing blacklist of marketers that tend to put their advertising accounts into review every couple of years.

Edward Boches: 5 questions every CMO should ask a prospective ad agency

edward boches social media cmos

Edward recently recently wrote a great piece for his blog Creativity Unbound, “Five questions every CMO should ask a prospective ad agency.” He points out that most RFIs (request for information) sent to agencies are asking about an agency’s past. But he states,”… you’re not hiring an agency’s past, you’re hiring its future.

Fuel for Thought

“The common failing among agencies seeking new business,” says agency search consultant Bob Lundin, “is their inability or unwillingness to name what they stand for and market themselves on distinguishable differences.”

Advice from Ad Agency Search Consultants

ad agency search consultants

Stephan Boehler, founder of the Mercer Group, in a AAAA New Business Webinar Series, “How to Work with Search Consultants”, offers some sound advice, for small to midsize ad agencies, direct from Ad Agency Search Consultants:

Build an Online Audience that Builds Ad Agency New Business

Build and audience for ad agency new business

Social media fueled by content marketing has become essential assets for creating  bigger new business opportunities.

Advertising, digital, media and PR firms are struggling to understand and convert their social media and content marketing efforts into actual new business success. I have probably edited no less than 6,000+ agency articles over the past ten years. It’s always a common problem to move them away from self-promotional type content. The content usually highlights awards, new hires and client news.… Continue reading

Ad agency owner broke his brain with drugs. Now he sees things you don’t.

Tom Matte positioning for ad agency new business

This is a lesson on positioning for ad agency new business.

I recently read the most extraordinary story in the Atlanta Journal Constitution about an agency owner that I had to share. Not only because it is such a powerful story, but I know and have worked with the person that was being spotlighted, Tom Matte from Atlanta.

“Tom Matte’s story came to me from former AJC reporter Jim Auchmutey. The author of “Class of ‘65” was teaching a writing class in which Tom was a student, and Jim thought Tom’s story about his fall from grace and ultimate redemption had strong Personal Journeys appeal.

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Most Ad Agencies Have No Plan for New Business

The Cobbler's Children for Ad Agency New Business

Having a written marketing plan makes new business easier and much more consistent.

I wanted to share, from my personal experience, one of the typical challenges of small to midsize advertising, digital, media and PR agencies. They are often described as the cobbler’s children who have no shoes.

The most common positive trait among these agencies is that they know how to take care of their clients. But what is their most common negative trait?

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Ad Agency New Business is Harder Because One Key Ingredient is Lacking

Ad Agency New Business Missing Ingredient

Creating and maintaining agency new business is often harder than it should be because one key ingredient is often lacking.

Positioning is the foundation of any agency’s new business program. It is also the area that many agencies have not addressed because of either procrastination or, more likely, their unwillingness to make the difficult business decisions.

“Contrary to common belief, all agencies have pretty much the same basic capabilities, and processes. They all claim to have proprietary tools, and they may have different labels for what they do, but the approach is essentially the same at big or small agencies.” – Avi Dan, Forbes contributor who has 30 years of leadership experience with top global Madison Avenue agencies.

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Report: Thought Leader Survey for Ad Agency New Business

Ad Agency New Business Survey

Most agencies have an active new business plan but 67% of responders don’t view their program as successful.

“When it comes to new business, it’s important that agencies never become complacent, even when times are good. In order to nurture and grow a vibrant agency, there must be a steady stream of new business opportunities in the pipeline. Clients can be unpredictable and losing a piece a business without replacing it quickly can be detrimental to an agency’s future.” – Laurie Mikes, Chief Operating Officer of Second Wind

I was asked to be part of the annual Thought Leader Survey conducted by RSW/US, a full service, outsourced agency lead generation and new business development firm.… Continue reading

Ad Agency Prospects are Looking for Expertise 

ad agency new business

Agencies fail to realize the importance prospects place on having a knowledge of their industry and a positioning of expertise.

Small to midsize agencies continue to promote themselves as full service, even though it’s rare for an agency to have a full service client. They use “full service” to broaden their appeal to most prospects. But these old adages are true, “a jack of all trades is master of none” and “when you try to appeal to everyone, you appeal to none.” 

Isn’t it time to drop the “full service” way of thinking for new business?

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Describe Your Ad Agency in Six Words or Less

ad agency tag lines

Here’s a challenge for advertising, digital, media and PR agencies.

Let’s take it one step further … Can you describe your agency in six words “without” using these 10 Things Ad Agencies “usually” Say About Themselves?

Ten things agencies are most likely to say about themselves:

  1. Full service
  2. Comprehensive solutions
  3. Great ideas
  4. Results oriented
  5. Integrated marketing approach
  6. Wide range of experience
  7. We are strategic
  8. Great chemistry
  9. Out-side-the-box
  10. Award winning creative

If you are up for the challenge, share your description in six words or less in the comment section below.… Continue reading

Successfully Executing a New Business Strategy Requires a System

A System for Ad Agency New Business

A plan is just a plan until it’s executed. Execution is the battleground that determines success or failure.

According to the RSW/US survey report,

66% of agency execs stated their new business hire was unsuccessful because the person lacked a methodology.

How many annual planning meetings has your agency gone through to create a strategic new business plan only to have it fail in its implementation? Maybe this year, instead of focusing so much attention on the plan, use annual planning to create a dynamic process for execution.Continue reading

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

social media and 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