Each December, I approach my own end-of-year assessment with enthusiasm. Going back through the notes I’ve made or the articles I clipped to Evernote over the last twelve months is a like a nerdy version of a child carefully going through her bulging Christmas stocking.
And, of the numerous inspiring, terrifying, and thought-provoking developments we’ve lived through this year, here are four trends that I think are going to stick around and continue to affect the way agencies pursue new business in 2019.
Have you ever said to yourself in the final weeks of December, “Wow, the advertising business got a whole lot easier this year!”?
I didn’t think so.
We often see the mounting complexity, shrinking budgets, and unexpected competitors more clearly than we see the opportunities.
But the opportunities are always there. Sometimes they’re more evident when we stop reacting for a moment and observe what’s around us. And this is a great time of year to do just that.
As we slide down the back end of December, here’s what I think did the most to shape the agency new business in 2017 and where opportunities may lie in 2018.
Does the world really need another set of year-end predictions for 2017?
Sure it does! And I’m here to supply it.
My list, a modest but thoughtfully compiled set of five, is partially inspired by a recent conversation over coffee in Boulder, CO with a friend of mine who’s a partner at a small creative agency.
Our wide-ranging conversation touched on a number of influential events that I think are going to have an effect on how ad agencies go about business development in the year to come – from the continued usurpation of ad agency turf by management consultants to the increasing importance of the CEO in all matters related to marketing.
Let me know what you're keeping your eye on with 2017 fast approaching over the horizon.
This year I was both a first-time speaker and a first-time attendee at INBOUND, a
four-day extravaganza dedicated to inbound marketing in all its forms. Not that anyone was keeping score, but I'm pretty sure I absorbed way more information
than I imparted.
Thinking about the big themes that were communicated throughout the event, the one I heard most consistently was this: the line that used to separates sales and marketing no longer exists.
Why does that matter to your ad agency? Because it matters a lot to your clients and prospects - they want to work with agencies that not only understand their challenges but have a clue how to address them.
Start by taking a walk in another man's shoes - it might even put you in a position to win more new business yourself.