Ad Agencies: How to Stop Chasing New Business

The Barkley agency has created a number of thought leadership platforms that drive new business. In this session of the Fuel Lines New Business Conference, Jeff Fromm, Executive VP at Barkley, shares how his agency has created a number of thought leadership platforms that drive  new business. One of the most successful has been built around Millennial […]

Workshop: A New Approach for New Business – Chicago

Ad Agency New Business Workshop Chicago

The Primary Battle for New Business Has Moved Online.  This is a one-day regional workshop, co-sponsored by Fuel Lines Business Development and The List will be held on Friday, July 24, 2015, in Chicago, Illinois. This workshop is designed to help agencies “jump-start” an inbound new business program within 30 days. A step-by-step process that’s been developed having worked […]

Ad Agency New Business Workshops

Fuel Lines Business Development

A New Approach for New Business New business has been a problem historically for agencies. It’s made worse with the paradigm shift in business development. The battle for new business has now primarily moved online. My epiphany regarding this shift in new business practices came from a CMO study conducted in 2007, 80% of decision makers […]

Win A Ticket To An Ad Agency New Business Workshop in Orlando

ad agency new business workshop

Enter to win a ticket to a one-day regional workshop, co-sponsored by Fuel Lines Business Development and AAF Orlando. Here’s your opportunity to join Michael Gass on Friday, February 6, 2015, in Orlando, Florida for this ad agency workshop: A New Approach to New Business. The battle for new business has moved ONLINE. Interruptive type tactics such as cold […]

New 4A’s Webinar for Advertising Agencies

4A's New Business Webinar

A Formula for Fueling New Business through Social Media The new model for new business that will make the existing model obsolete might surprise you—instead of chasing new business, it’s more important for you to learn how to be found. Why? In a CMO Counsel study, 80% of decision makers said they found their vendors, […]

Millennial Consumer Buying Power Will Impact Ad Agency New Business

Share Like Buy Conference Jeff Fromm

An opportunity to build new business relationships and meet America’s most powerful marketing executives in person as they share their insights about marketing to Millennials. This is a guest post written by Jeff Fromm,  EVP at Barkley and Founder of the annual Share.Like.Buy Conference, the largest single gathering of Millennials marketing experts in the country. Conference speakers […]

Small to mid-size ad agencies need to protect their own backyard

advertising agencies digital business development

This guest post is written by Bret Giles, president of agencyside, which offers training and consulting to sell and implement digital marketing services. It’s all exclusively designed for small to mid-size advertising, marketing and PR agencies. My backyard is afoul with these pesky rodents intent on ruining what I’ve spent so much energy planting.  They just won’t […]

7 Ways to Stay Connected for Ad Agency New Business

  Some simple tips to stay connected and be available for prospects while you are traveling.  Many agency CEOs and those charged with agency new business are traveling a lot these days. I just returned from an overseas trip and it was important for me to stay connected to my own social media new business […]

101 Insights from the 2011 Mirren New Business Conference

The reader’s digest version of the top insights from the largest agency new business conference of the year. The 2011 Mirren New Business Conference was recently held in NYC. With over 400 advertising agencies represented, this is the premiere event of the year for agency new business. Over 400 agencies were represented for this 3 […]

The Future of Ad Agency Promotion at Events Through Social Media

  Social media can enhance your special event experience and make networking for new business easier. Without a doubt an industry trade show or conference has been a beneficial professional networking event for business opportunities. Social media has transformed these events and taken them to a new level. “I think social media is changing the […]

How to Create Your Personal Brand Story for Ad Agency New Business

Michael Gass Ad Agency New Business

I’ve learned the importance of creating my personal brand story when I launched my own consultancy a decade ago. I had led new business for a number of advertising agencies before deciding to start my own consulting firm. This could have easily been one of the worst decisions of my life.

My advertising career had been spent working in only two markets, outside of Birmingham, Alabama and Nashville, Tennessee, I had zero awareness. Little did I know that I was about to start my new business at the beginning of one of the longest economic downturns since the Great Depression.… Continue reading

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