How Diversity Impacts Advertising Agency Selection The creative development process intrinsic to marketing success has a level of mystery about it akin to that of a dragon’s egg. The process can be fragile. Capturing it can be elusive. The conditions for nurturing its potential present an opportunity to birth something quite powerful. When we recruit […]
Despite being born and raised in Football Hall of Fame city, a super destination for every football fan, I’m no Adam Schefter. But after 30 years of marketing consulting for clients, I understand the design and culture of championship team performance. The NFL’s top two teams will soon battle for greatness on one of the […]
Standing in front of an orchestra, a band, or a chorus and beating time does not make one a conductor. But to bring forth thrilling music from a group of singers or players, to inspire them to excel, to train them to become musicians themselves, personally to feel the power of music so deeply that […]
An accomplished carpenter felt ready to retire. He told his boss of his plans to leave in order to live a more leisurely life with his wife. He would miss the paycheck, but he had saved enough to be able to quit and enjoy a modest lifestyle. The contractor was sorry to see such a […]
Start Now for 2019 Success! How to find the right creative advertising agency remains an elusive challenge for companies today. Agencies line up by the hundreds, offering similar services at similar pricing with little known differentiation. Marketers know a lot rests on the selection of the talent to get the job done, and that outsourcing […]
Rumor of an impending threat has worried the kings and queens of today’s marketing diminions for some time. This ever-evolving beast is said to be so demanding, so consuming that even the most well-tuned marketing functions are being forced to confront its influence. Well fellows, the content marketing beast has arrived and she’s not going […]
Ask advertising industry and non-industry folk alike what makes for a great campaign and you’ll likely hear the same response – creativity. It’s something we can recognize and admire, like a sense of taste or style, but are not sure exactly where it comes from, how to replicate it for ourselves, or what about it […]
Consider marketing programs that are working. Often their advertising campaigns are designed to appeal to the head and the heart to move the target market to take action. They communicate a brand value proposition that fulfills both the rational and emotional needs. After all, people don’t buy chocolates on Valentine’s Day simply to satisfy hunger. […]
In today’s digital age, advertising is more important than ever. But with the complex requirements that come along with managing an effective advertising schedule, many companies struggle to reach their target audiences effectively. However, those companies that utilize the services of an advertising agency find themselves prospering in a crowded marketplace. If you’re looking for […]
Lorraine Stewart & Nancy Hill Announce New One-Day Agency Growth Workshops 2018 Agency New Business Lies Ahead Success in the advertising industry demands that agencies evolve their services and prepare to implement sharp new business development plans. We know it’s a challenge for an agency to stay relevant, differentiated, competitive and generate revenue growth. If […]
This is an update of a popular post regarding advertising agency search and multiple agency teaming practices. Plus I recommend a useful new book by a fellow “lover of collaboration”. Enjoy this second helping! The Gathering Whether preparing the table for a big family event or tackling an ambitious marketing goal, mobilizing the right team […]
Spooked by the latest New Business Pitch? Five wickedly smart things Advertising Agencies should do Right Now. Most of my posts wax a bit philosophical. This one is the opposite. It provides practical, tactical and dare I say, prescriptive agency new business development advice. It also reflects the degree of urgency many creative, media and […]
A New Mentality – It’s Time for Agency Partners to Embrace 2018 Budget Season Marketing can be lots of fun— budgeting season is not. With crisp fall weather as a reminder that fourth quarter is around the bend, companies that hire creative and media agencies will soon begin the ritual of annual budgeting and planning. […]
Marketing leaders focused on digital transformation need to find creative agencies and media partners that can anticipate what opportunities exist, and then partner together to get the job done. Cultural fit is key! The holy grail for CMOs is high performance teams with well-choreographed movements among agencies, brand partners and their own people. Their job […]
Summertime is the perfect season to invest effort in improving how client-agency teams work together, and fix it if they are not. As leading advertising industry consultants, we see current reasons behind the ongoing churn in client-agency relationships: Companies change ad agencies to bring on additive capability they don’t get from current resources or to resolve a problem with their current […]