Brilliant Digital Work Begins with the Digital Project Brief
What is about digital projects that makes them so challenging? For starters, interactive campaigns come with expectations around “push and pull”. That is, they come with expectations around getting...
View ArticleThere’s a Difference Between Good Growth and Bad Growth
Do you browse the Inc. 5000 List of the Fastest Growing Companies? I do. It’s exciting to see what these companies are doing, the details of their revenue and how fast a company can actually grow....
View ArticleUnlock the hidden profit potential from your Scopes of Work
If McKinsey, Bain or The Boston Consulting Group faced year-on-year workload growth, would they be concerned or threatened? Would they worry about the effect of growth on their fundamental health?...
View ArticleHow to Create a Platform for New Business
If you’re serious about taking your agency to the next level, you can’t succeed without a platform. Most agencies were late getting into social media. Then they literally “jumped in” with little to...
View ArticleHow to Command Attention in Meetings
You know how you can tell a really good meeting? Nobody’s on their iPhones or Androids. They’re so engaged in what’s going on in the present moment, with the people actually in the room, that they...
View ArticleHow Agencies Can Get More Leads Using the New Digital Marketing Ecosystem
I know it’s not polite to ask too much of someone before giving them something first, but do you mind if I ask you a few questions? Do you know how much revenue you realized in Q1 from leads...
View ArticleInstead of a hired gun, invest in your staff’s training
You’re in a pitch or a client has lost faith in your ability to do fresh work. What you do, if you’re like a lot of agencies, is get a hired gun to come in and save the day. But if creative excellence...
View ArticleThe Second Law of Marketing: All Prices are Contextual
In my prior post I outlined The First Law of Marketing: That all value is subjective. The Second Law of Marketing is just as critical to help your organization communicate value, and help convince your...
View ArticleThe First Law of Marketing: All Value is Subjective
For all of the economic evidence assembled on why costs do not “add up” to equate to value, it is amazing how many businesses still cling to the cost-plus pricing method, a direct cousin to the Labor...
View ArticleGeneralists Generally Don’t Push the Boundaries
Do you really know your territory, or are you just a tourist? As artist Julian Schnabel wrote, tourists many have significant technical skills, but they don’t really know the territory. They know how...
View ArticleThree New Business Lessons for Client Service People
As an agency client service person in good standing, I am accustomed to being the one who initiates new business activities, not the one who is on the receiving end. But from time-to-time I am...
View ArticleHow to advance your ad career without switching agencies
“Dad, there’s a wild animal in my apartment,” my son exclaimed. It had been less than a week since he’d moved across the country to start college. So this midnight phone call made me wonder if he was...
View ArticleThree Reasons Agile Can Fail at Your Agency
Agile can literally help you take your agency from good to great. Many agencies that we speak with have tried Agile to some degree, and some of them continue to use it, despite what they see as...
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It’s All a Blur: Who Will Win the Agency War?
As digital and full service agencies battle it out for client business, the answer to the question of who will survive long-term may be getting crystal clear. There once was a day when digital firms...
View ArticleHow Expert Sourcing Accelerates Creativity
You know about crowdsourcing, but even more effective is the concept of “Expert Sourcing.” Unlike crowdsourcing, expert sourcing taps into vetted, established talent, and not the un-vetted masses....
View ArticleDoes Your Agency Have a Strategy Map?
By definition, having a strategy means deciding to do one thing but not another. If your approach is to “keep your options open” and “not limit yourself” then you actually don’t have a strategy – at...
View ArticleDo Numbers Trump Intuition?
The story goes that when Henry Ford was seeking financing to build the Model T, his banker asked him, “Mr. Ford, have you researched your market to see if they want this contraption?” Ford’s immediate...
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