Selling Creative Work to Clients and Prospects

The challenge with getting clients to accept great creative work is that the client often cannot see what makes the creative great.   On October 16, join Mark Schnurman as he provides you with the tools and language necessary to generate enthusiasm for your ideas and, most importantly, help you get clients to willingly and… Read more »

A Planner Writes the Brief

The creative brief, in simplest terms, distills and summarizes the agency’s strategic thinking, in order to give the creative team clear direction in the creation of advertising.  In most agencies the defining role of the account planner is leading the development of the creative brief. In fact, it’s often the most tangible output of the… Read more »

How to Convert More New Business with Better Storytelling with Laurie Coots

When it comes to an important new business pitch or meeting, agencies tend to pull out all the stops; agencies do research, bring target audience insights to life and develop and deliver killer creative campaigns and programs in the hopes of winning the business. What we tend to forget is how to bundle it all up,… Read more »

Digital Project Management: Strategically Managing Expectations and Outcomes

Managing all the moving parts of digital projects – that’s the role of a Digital Project Manager. With digital projects, however, new techniques are needed to succeed and thrive.  Changing priorities? New deadlines or resource changes? Scope Creep? Just keeping current on current technologies and what can be done is tough enough. Although adapting to change is… Read more »

How to Not Suck as a Creative Director: How to Manage Creatives with Luke Sullivan

“My brother, he’s crazy. He thinks he’s a chicken. We’d take him to a psychiatrist, but we need the eggs.” –Woody Allen. And that’s pretty much the problem with managing creatives. Yes, they’re kind of crazy, but we need the eggs. The question is how do we manage people who don’t like to be managed?… Read more »

The Art of Prospecting for New Business

The Most Common Agency New Business Strategy: “Lying in the middle of the road and waiting to get run over.”  Why prospecting is an insurance policy for a healthy agency. Almost all agencies occasionally send out examples of their work or promotional emails explaining how amazing they are to a list of 30-40 prospects.  But when no… Read more »

Defending Creative Work Without Getting Defensive

Getting a client excited about an idea is an important step in getting a concept accepted.  But nearly all creative work will elicit some observations or “suggestions” from a client or prospect.  How a creative or account person handles that suggestion goes a long way toward whether that concept will be accepted or not by… Read more »

TRUST: The New Currency for Agencies: How to build it with Stephen M.R. Covey

Trust is the currency for long lasting client/agency relationships. Why? Because trust not only precedes getting the business, it actually predicts whether it will happen at all—and equally as important, whether it will happen again. Externally, having strong trust with a client is the ultimate competitive advantage. Internally, particularly in advertising, we get work done… Read more »

Why you lost the pitch: What prospects are not telling you about your new business pitch

You did your homework, created a deck and rehearsed the pitch time and time again only to get the dreaded… “You came in second place” phone call.  As we all know, by some mystery of math…everyone came in second place. When it comes down to it, the prospect has two goals for that phone call.  First,… Read more »

Crafting Killer Presentations: Bringing Agency Ideas To Life

In the agency world, there’s nothing worse than being trapped for hours in a conference room squinting at a wall or staring blankly at a handout crammed full of pie charts, spreadsheets and hundreds of words in 8-point font. There’s also nothing less motivating when the message gets lost in the mess. Smart, passionate people… Read more »

Developing & Training The Next Generation of Account Management

Take a couple of minutes and think about the current state of your agency’s account management department. How are they being mentored and coached? How are you instilling in them the courage and resourcefulness to adapt to changing conditions and capitalize on emerging industry trends? What are you doing to develop their leadership IQ? What… Read more »

Leverage Agile Principles and Lean Philosophies to Accelerate Your Agency

Many creative agencies are struggling to provide stronger digital-first thinking, quicker delivery times, and lower costs with their current operating model. Their margins, quality of work, team morale and client satisfaction suffer as a result. If this touches a nerve, it’s time to rethink how your agency works. Your competitive advantage depends on it. On December… Read more »

Would you like to view a previous WebClinic?

If you would like to view a webclinic that has already been conducted, we keep videos of the webclinic up for a short time (few weeks) after the webclinic has been conducted.  Email Bob Linden at bob.linden@filamentinc.com with the name of the webclinic you would like to view. Then purchase single user, small conference room… Read more »