Viewing entries tagged
ad agency clients

An Argument for - and against - Being a Specialist Agency

An Argument for - and against - Being a Specialist Agency

Earlier this month I was speaking to a group of agency owners and the topic of specialization came up, at least when it comes to business development. This elicited a comment from one of the agency owners in the audience. They had tried this specialist strategy and it didn’t work. In fact, it had the opposite effect — they couldn’t find enough new business opportunities to sustain the firm. What did I have to say to that?

(Gulp)

To be sure, I see enormous benefits to specializing when it comes to new business, but it’s not without its risks, as this agency owner pointed out. This month, I offer some hedges against that risk.

The More Marketing Changes, the More Clients Stay the Same

The More Marketing Changes, the More Clients Stay the Same

A couple of weeks ago I got to speak at The Drum’s Pitch Perfect conference, a one-day event devoted to helping ad agencies sharpen their new business skills.

There was some great content presented, and one of the best sessions featured four client-side marketers who graciously agreed to expose their underbellies to us. It’s always a lucky opportunity when we agency folk can ask clients candid questions about what we’re doing right and what we could do better.

In this case, I learned some new things, but mostly I was struck by how little things seem to change. Clients are trying just as hard as we are to stay on top of the constantly-shifting sands of marketing, not to mention the demands of their jobs.

Agencies are perfectly positioned to be a source of a help. So why do they often end up being more of a hindrance?