These are five points you should be considering when you’re looking to create the path to agency exit
Assigning copyright of work – creative assets and outputs – from an agency to a client is an exacting process.
Interesting analysis of product market fit, and if start-ups really understand the gap versus the market.
Saw this on my feed.
This isn’t hiring. Best to get the message right, first time.
AWS, the Amazon tech giant, has released, somewhat accidently I read, its’ email template highlighting thinking on cadence and call to actions.
It can happen, and it does. This from my LinkedIn feed, a question from a connection: what do we do – or what do you think we do. And the only reference point is the name of the company.
An agency can win without pitching. And within the talk below, this there is an admittance that not all agency management can’t get this approach.
A while ago, well at the end of 2011, I wrote a #typed note about an app I found to help you prepare for pitching by ensuring your voice intonation (pitch) and speed (be it slow or fast) so these could be monitored as part of your own voice training. The app, from Vocalytics co-founder Benoit Curdy, is now defunct.
Speech-language pathologist and University of Pittsburgh professor Jackie Gartner-Schmidt now explains that ensuring your voice isn’t thin and shaky voice is key as you come to present and to avoid this, suggests doing this easy exercise (which she calls one of her favourites).
When is the last time you tested each and every contact form on your website – and all your company websites?
Financial headlines are not good.
The headlines with WPP quarterly like-for-like net sales growth falling, causing the sector including Interpublic and Omnicom to fall also, indicates as commentators are noting, that the advertising sector is not growing.
Small agencies vs big agencies.
Networks vs independents.
Which is best? Best creativity, best account management, best awards (now, seemingly, relegated to the good old days) and which for future-proof performance, stability and longevity?
I’m an advocate of writing down the values, vision and mission for a business – be it a startup, agency or professional services firm.
Teams morph and merge, contracting and expanding over time. The business can be significantly different from the time it launched – and this can be good or bad.
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 strategist Matt Kendall has written about his view of the agency of the future. And it’s not an agency, he argues.
Pitch Perfect and the Elevator Pitch
I’ve never bought into the elevator pitch.
We don’t have elevators in the UK, we’ve got lifts. And we stare at our Starbucks coffee or the ground – lest we make accidental eye contact. And, most importantly, if you’ve got just a minute talk, then I’ll talk about the weather and leave matters of state be discussed in a more appropriate fashion.
Rules for upping your presentation skills
Presenting skills come naturally or not, to presenters. Some relish the opportunity – as I do – and these are ten tips to up your game.
Nurturing your black book network
Years ago, I became aware of an individual – a mid-level executive – who joined or was recruited (dependent on your angle) because of their Black Book contacts. Somehow, someone believed them. The situation that resulted is somewhat obvious. It all fell apart and turned nasty. And for everyone involved.
I’m always interesting in (and share relevant) articles on the nature and make-up of the agency of the future. Cited in this article is what marketers seek from agencies and in summary:
A new research report out is showing that “52% of companies worldwide will increase marketing spend this year, an 11% drop from last year’s high”. 52% of companies globally will increase overall marketing spend this year, compared to 63% last year.
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”
Expanding your LinkedIn influence
I’m an advocate of LinkedIn – it is the business network of choice. Expanding your network sometimes requires hints.
Stop managing your pipeline and start managing your people
Andrew Adams talks about “… most companies spend[ing] too much time, money and energy on measuring and managing the pipeline rather than managing and improving the quality of leads that go into – and ultimately come out of – the pipeline” – a really valid point.
Having also making the point that “… the pipeline is a vital part of the sales process, it is also where the most fundamental mistake is made” it is always interesting to understand where a business places focus.
The seven dimensions of pitching – which ones do you recognise?
The 7 dimensions of pitching identifies:
- The Consultant
- The Persuader
- The Adapter
- The Stonewall
- The Educator
- The Partner
- The Columbo
From owning your car to using a taxi, the ‘As a Service’ model
If the ‘As a Service’ model was a motor vehicle, from owned to a taxi, this explains the owner/user relationship.