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.
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?