Have we traded heart strings for data sets? The balance between meaningful and measurable in advertising has been off, and brands are starting to take notice. After years of chasing the wrong short-term, digital metrics, brands are shifting from marketing efficiency to marketing effectiveness. Many organizations are over-investing in digital and performance marketing at the… Read more »
What Senior Creative Directors Know that Younger Creatives Don’t (And vice versa)
The challenge for many younger creatives is that their older, more experienced CDs either don’t have time to mentor and teach them, or often their agency hasn’t been able to afford keeping more senior people around for guidance. For younger creatives, their only way forward is to make mistakes, sometimes costly to their agency or… Read more »
Digital Project Management for Account Service
Want to advance your career? Want to learn how to keep your client(s) happy, collaborate with production, and keep your projects on time and on budget? Then you need to be proficient at project management! A top driver of campaign success and profitability – the effective management of the project can be the backbone… Read more »
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. This webinar will give you tools and language necessary to generate enthusiasm for your ideas and most importantly, help you get clients to willingly and enthusiastically follow your recommendations. This webinar is designed… Read more »
The Agency Website: What Prospects Look For
The agency website is a prospect’s first impression of your agency. 100% of prospects check out the web sites of the agencies they’re considering before they contact the agency. If your site isn’t presenting the agency effectively, you can expect the agency to be crossed off the consideration list. The problem with most agency sites… Read more »
Defending Creative Work Without Sounding Defensive
Getting a client excited about an idea, is an important step in getting a concept accepted. But nearly all creative work will illicit 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 »
How To Build A Major Agency (in 3 not so easy steps) with Jon Bond
When it comes to building a major, successful agency, Jon Bond has been there, done that. At the age of 29, Jon Co-founded Kirshenbaum Bond + Partners, a New York City advertising agency that pioneered guerilla marketing techniques including sidewalk advertising, pop up stores, and other forms of what would eventually come to be known as viral… Read more »
Optimizing Client Relationships: Collaborating Effectively with Client Procurement
The “Procurement Phenomenon” at the dawn of the new millennium has morphed squarely into the Procurement Era for Marketing and Communications Services. Agency executives can no longer ignore this new marketplace reality and must now embrace, educate, and in some instances, emulate this very influential Client stakeholder. Client Marketing Procurement and Strategic Sourcing professionals are… Read more »
Growing and Profiting from Project Work
It’s no secret that project work is increasing while predictable AOR relationships are on the decline. And the decline is likely to continue, especially among small and mid-sized agencies. Accepting this trend can mean the difference between agency survival and failure. But… embracing it and learning to love it can lead to thriving success. It… Read more »
Your agency’s positioning in 30 seconds: Positioning your agency for new business success
Quick, can you describe your agency in an interesting, relevant, and differentiating way in 30 seconds? If not, you haven’t devoted the necessary time and energy in defining your agency’s positioning strategy. A clear, differentiating positioning strategy is the foundation of success because it answers the critical questions of what you do (the answer can’t… Read more »
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