Today, yours truly wanted to offer up some perspective on the value of big agency experience as it relates to your new business career. The advice comes from a practitioner – someone who’s worked in full-time new business at agencies large and small. And as a recruiter. Every so often, yours truly is retained by a [...]
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This might be a bit basic for many of you. But it’s being shared because it’s an essential new business skill as it relates to your agency’s experience, capabilities or expertise. By “spinning,” I mean, in a word, RELEVANCE. Tying an aspect of your agency story to a prospective client’s need. Here are some common [...]
Had an interesting discussion the other day with a fellow agency new business fan. He and I were talking about an agency positioning and its value. It sparked an idea you might find helpful as you think about your own agency’s position / elevator speech / description. Here’s the thought: can one Hollywood-ize an agency [...]
Progressive Insurance. The Discover Card. Hulu. These are brands that have changed their industries and profited as a result of it. While you may have a different idea on how they have grown, at the 30,000 foot level. to me it seems like they pulled apart the typical processes of their respective categories and redefined [...]
Are you familiar with the CMO Survey? To hear them describe themselves, “the CMO Survey collects and disseminates the opinions of top marketers in order to predict the future of markets, track marketing excellence, and improve the value of marketing in firms and in society.” Another description: pretty smart stuff that can help your agency’s [...]