“Instead of chasing new business using interruptive type tactics… it is more important to be found.” – Michael Gass
I was recently interviewed by Chuck Kent, contributing editor for Branding Magazine, for my opinion on what advertising, digital, media and public relation agencies need to do to create new business.
Here’s a list of the questions raised by Chuck:
- How do agencies find new clients in today’s fractured, multi-modal marketing environment?
- Agency of the Future Report – How much of this do you feel has come to pass, in terms of what clients are looking for, and what agencies are now trying to deliver?
- One specific observation of that survey was that clients still most valued “creativity, knowledge of brands and a thorough understanding of consumer audiences” in their agencies. That describes what one might argue is the traditional value proposition of ad agencies – but is it still enough to win an agency new clients, or must agencies offer and integrate a wider range of competencies?
- What do you see as the two or three biggest challenges for agencies relative to thriving in the future?
Click on the following link for my answers to Brand Magazine’s questions, “What It Takes to Win Agency New Business Today”
Branding Magazine is an independent online daily journal that provides a source of news and opinions for the advertising industry.