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 […]
When it comes to negotiating contracts and service agreements, agencies are terribly naive, like lambs led to the slaughter. My friend, Peter Levitan, ran business development and marketing at Saatchi & Saatchi Advertising Worldwide in New York and London, and bought and sold three of his own agencies (including Portland’s Citrus). Peter has written the most […]
Win more ad agency new business pitches. It’s easier than you think. Peter Levitan has been described as a serial new business pitcher. He has delivered global, regional, and very local new business pitches for over 30 years. He has a Hall Of Fame pitch batting average. Peter ran business development and marketing at Saatchi […]
AMC’s THE PITCH returns tonight with eight brand new episodes Cory Abbey, editor of AMC Blogs, suggests ways for getting up-to-speed with The Pitch: 1. Watch two videos that give you a sneak peek of The Pitch Season 2. 2. View photos from this Thursday’s premiere episode. 3. Read about the agencies who will be competing on The Pitch (as well as […]
Developing the ability to be a great presenter is an important skill set for agency new business. The first speech I ever gave, I read through my outline in just a few minutes then stood speechless in front of about 100 people not knowing what to do next. Greatly embarrassed, I vowed to never let that […]
A powerful story is your secret to connecting with prospective clients. Developing the ability to craft compelling stories is an important skill set for agency new business. Stories engage attention and inspire action. I have witnessed my fair share of agency presentations. Most provide thorough content based upon good research, but what is often lacking is […]
How to lose a pitch in front of millions of television views and the entire ad industry and still come out as the winner. A good number of agencies depend upon the pitch as the primary way they win new business and grow. Some national attention and industry buzz has been brought upon the pitch process […]
‘The Pitch’ showcases why a “pitching for new business strategy” is not in your best interest. The AMC hit television series, Mad Men, has received critical acclaim, winning fifteen Emmys and four Golden Globes. It was the first basic cable series to win the Emmy Award for Outstanding Drama Series and won the award in each […]
Real ad agencies take the veil off the new-business-review process and it isn’t pretty. “The Pitch”, is a new reality show featuring two agencies, McKinney and WDCW, who are competing for a Subway assignment. The new business pitch is the way agencies win most of their business and grow. The sneak peaks of The Pitch […]
The Biggest and Best Uses of SlideShare for Ad Agency New Business. Here’s a brief synopsis if you are unfamiliar with SlideShare. Launched in October of 2006, it is a slide hosting service, often called the “YouTube of presentations”. SlideShare claims to be the world’s largest professional content sharing community. Ranked as one of the top […]
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
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
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
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.
- 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.… Continue reading
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
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
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
When it comes to negotiating contracts and service agreements, agencies are terribly naive, like lambs led to the slaughter.
My friend, Peter Levitan, ran business development and marketing at Saatchi & Saatchi Advertising Worldwide in New York and London, and bought and sold three of his own agencies (including Portland’s Citrus).
Peter has written the most complete ‘how-to-book’ on ad agency pitches I’ve ever read,“The Levitan Pitch. Buy This Book. Win More Pitches.” It’s the definitive how-to guide for every advertising, design, digital and PR agency that wants to increase its odds of winning new accounts.… Continue reading
Hosting your own events gives you control over the attendees, the agenda and the outcome.
Networking and trade show events for new business is often a total waste of time. Attendees are focused on their own personal agendas. A more efficient and effective way to spend your time is to host your own events.
Hosting events can benefit your agency in many ways:
1. Replenishes and Grows Relationships
Lasting business relationships don’t just happen. It takes a dedicated amount of time and energy to build them.… Continue reading
Take a look at the most popular articles of the year.
Every year we provide a list of articles receiving the most page views of the year that were published on Fuel Lines.
Which topics were the most popular with our readers in 2016?
Here’s the “Top Ten” list of the most-read articles. Some of them were written this past year. Some in previous years (oldies, but apparently goodies, according to our readers).
1. A Perfect Platform for Ad Agency New Business
How a personal blog can provide small to midsize agency owners with a perfect platform to create positioning of expertise and appeal to a very specific target audience.… Continue reading