Insights

Inside Look: An Advertising Agency Search Consultant

Peter · January 11, 2015 · Leave a Comment

An Inside Look At The World Of An Advertising Agency Search Consultant

This interview is all about the world of an advertising agency search consultant and how your firm might get on their radar. To understand this world, I interviewed leading consultant Russel Wholwerth of External View Consulting Group. The interview is in my book, The Levitan Pitch. Buy This Book. Win More Pitches. Sales message coming… buy the book at the top of this page. I’ve sold lots to your competitors. By the way, I know for a fact that everyone that has read this book is now much better looking, smarter, richer and thinner.

Go Forth

If you think that your agency isn’t ready for the primetime of being vetted by an agency search consultant, here are a couple of Russel’s insights that are s applicable to even a two-person shop – tone-deaf is not a good thing:

PL: Conversely, are there any standard presentation blunders that agencies make — over and over?

Russel: Agencies can often appear tone-deaf to the client’s needs. These agencies tend to be intoxicated with their own attributes like the number of offices they have around the world.

Here is one more BIG insight:

Russel: We get at least 20 to 30 inquiries from agencies every week. Most agencies act as if they have no clue how we operate or that they will need to really stand out to generate interest.

Imagine, this is how some agencies run their business. Read on… [Read more…] about Inside Look: An Advertising Agency Search Consultant

My 2 Favorite Advertising Agency New Business Quotes

Peter · December 31, 2014 · Leave a Comment

“If everything seems under control, you’re just not going fast enough.”

Mario Andretti

My take: It is OK to drive past your comfort zone. In fact, you won’t win without doing it.

“If you dislike change, you’re going to dislike irrelevance even more.”

General Eric Shinseki

My take: Advertising, PR, digital and mobile marketing is changing so fast that it makes me think of one more quote.

OK…. One more: This is the one that I think your advertising agency must (has to) live by if you want to succeed and grow in 2015.

“Lead, follow or get out of the way.”

Ted Turner

Steve Jobs & The Macintosh Were, Um, Cool

Peter · December 30, 2014 · Leave a Comment

I bought my first Macintosh computer from Steve Jobs in 1984. It was um, cool.

I just found this video of Steve Jobs introducing the Mac. He was, um, cool too. But, you know that. So, this is just a reminder.

Here is what the Smithsonian had to say about the introduction:

Nearly thirty years ago, on January 24, 1984, a 28-year-old Steve Jobs appeared onstage in a tuxedo to introduce a new Apple computer that had been in the works for years: the Macintosh.

Two days earlier, during the third quarter of Super Bowl XVIII, Apple aired a commercial that brought already-high expectations for the Mac to a fever pitch. In the ad, a nameless heroine runs through a dystopian setting, where a face projected onto an enormous screen commands a room full of conformists to obey. Evading police in riot gear, the heroine smashes the screen with a giant hammer, freeing the audience. The message: IBM was 1984’s Big Brother, and Mac was the audacious liberator.

Up on stage, after unzipping the 17-pound computer from a carrying case, plugging it in and turning it on, Jobs showed a feverishly cheering audience screenshots of killer applications like MacWrite and MacPaint. The device—designed around a user-friendly graphical user interface and mouse that debuted in the previous Lisa computer—was remarkably intuitive for non-experts, allowing them to use the mouse to select programs they wanted to run, rather than type in code.

I want to be, um, cool(er) too. I’ll be working on it in 2015.

Happy New Year!!

Why Advertising Agencies Don’t Win New Business

Peter · December 24, 2014 · Leave a Comment

OK, Why Don’t Advertising Agencies Win New Business?

Advertising agencies don’t win new business on a consistent basis for many reasons. No huge news here. But, there are a few core reasons that are so obvious that I just don’t understand why so many agencies make these mistakes. For the sake of Christmas Eve brevity, I will list three of the most important.

The No Clear Value Agency.

The agency doesn’t have anything special to offer clients. For example, they are not more creative, more strategic, more digitally aware, more media savvy or have not chosen to be a specialist in any category. They haven’t applied the same strategic thinking to their agency positioning that they do (or claim to do) for their clients.

Considering that there are over 4,000 ‘Advertising Agencies’ in the USA and dozens in any large metropolitan area, how can an agency think that they will grow without a distinctive brand position or sales proposition?

If you don’t think I am right, take a look at a range of agency websites on my Pinterest advertising agency directory.
If you would like to see a list of some agency positioning options head over here to see my “how to position an advertising agency” post.

The No Plan Agency.

According to the RSW/US’s 2014 Agency Marketer New Business Report , 66% Of Ad Agencies Have No Business Development or Sales Methodology. What? 66%! Having run ‘sales’ (sorry, it is sales) at Saatchi, my own agency and two Internet companies, I know that a company that has something to sell in the B2B marketplace cannot succeed without a biz dev plan and implementation methodology. Cannot, full-stop. No methodology means no plan and no plan means no growth no growth means lower income.

The No Action Agency.

Once an agency has a compelling brand position and a sales plan, they need to run with it – 24/7. After No Value Proposition and No Plan, I think that the number one reason that advertising agencies don’t win new business is because they do not run their plan on a consistent basis. These agencies have an essentially start-stop approach that reflects a lack of CEO attention, simple planning and scheduling (calendars rule here), a sense of who is actually in charge of what (treat your new business planning like you treat client jobs), and the use of inbound and social media marketing that will deliver the right clients to your website or email box on a regular basis.

15 Minutes To Get To Yes…

If you would like to get past: No Value, No Plan, No Action, give me a shout. My very own new business program has yielded me a range of happy advertising agency clients on four continents. I know from experience that a 15 to 30 minute phone call will get you thinking about how I can help you grow your agency in 2015.

That is what I call my Corleone offer. Don’t refuse it.