#business development, is it an art or a science?

 #marketing rod geoghegan metropolis partners growth marketing business development

Business Development

One of the performance objectives of an agency is achieving growth and new business targets – or more accurately, over-achieving them.

So is new business an art or science?

I know that management board and investors demand reliable, consistent and predictable new business – without left-field hits or surprises, and look to have the team in place that is fully in control of delivering against targets month in and month out.

The full #typed note is here . . .

#business development, the Ad Agency of the future is coming

The Ad Agency of the future is coming, are you ready?

The ad agency of the future must “[meet] clients’ needs [which] have changed. They must manage marketing across devices and serve customized ads to specific audiences based on real-time analysis of constantly changing data. That data must inform creative, CRM and media buying strategies tied to new commerce and brand experiences. At the nexus of this confusing and continually evolving mashup of business operations and marketing are clients, who need a partner”

The full #typed note is here . . .

#brand planning, what is an insight?

What is an insight? Getting to the holy grail of a creative brief

Interesting presentation from Umar Ghumman on planning – and the definition of an insight. To quote “The planning, creative and broader marketing community uses insights or an insight to get to ideas that will solve their marketing or business problems. This is a brief exploration into the definition of the insight”.

Brought together are definitions from leading industry brand planners.

Well worth reading.

The full #typed note is here . . .

#business development, procurement, a new age of austerity?

I have written before on the importance of marketing agencies engaging with brand procurement teams.

Promotional Marketing (November 2010) has written this month about how agencies are being tested in these current times.

It writes of the knock on effect of the current spending cuts at governmental level – and that anecdotal evidence suggests there is already a huge impact on the market research sector with some agencies already having closed their social research units.

The full #typed note is here . . .