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ADWEEK Fastest Growing Advertising Agencies

Peter · November 7, 2022 · Leave a Comment

Here Is A List Of The ADWEEK Fastest Growing Advertising Agencies

As ADWEEK promises: “Ranking 75 global companies that thrived in uncertain times.”

Fastest growing is a good thing. I wondered what these agencies say about themselves – how they try to stand out – quickly. As in on their home page. Here you go.

Movers+Shakers: Connect To culture. Spread Joy.

ALTO: A creative company for courageous brands s

The Stable: Forging The Future Of Commerce.

The MRN: Eliminating Random Acts Of Marketing.

Headlight: We power breakthrough growth marketing for disruptive consumer brands.

Socium Media: We specialize in digital marketing, backed by data, and executed from strategies developed over years of digital marketing experience.

The Snow Agency: The Snow Agency is a full-service digital marketing agency for businesses looking to grow.

Refinery89: Digital Advertising Specialists.

Media Matters Worldwide: Your Experienced, Independent Media Strategy., Planning, Buying and Analytics partner. Women-Owned.

Bray & Co.: We are The StoryBuilders.

hunterblu: hunterblu is a full-service media partner that makes media simple. You know what your message is. We know where and how to place it to reach your audience.

Elumynt: Objectively Better Advertising.

Eyeful Media: Proven digital marketers delivering value and earning the trust of our partners every day.

Supply: The Persuasion Planning Media Agency.

NP Digital: The alternative to the agency status quo.

My favorite agency brand promise? Did these messages help them to be leaders in the ADWEEK fastest?

I’ll go with these two since they push a competitive message that makes me want to learn more:

The MRN: Eliminating Random Acts Of Marketing.

Elumynt: Objectively Better Advertising.

The full list.

Hey, why not subscribe to my LinkedIn newsletter??????

Layoffs or Firing? – Ad Age On Who Is Cutting

Peter · August 29, 2022 · Leave a Comment

Layoffs or Firing? That Is The Question.

So far in this “is it or is it not a recession” all I have heard from my advertising agency clients is that they are hiring.

At the same time, we see large companies laying off staff. I went to Ad Age and wondered if they report on company staff layoffs. And guess what… They do.

I’ll put some major reported layoffs below. But first. Are the big agencies hiring?

Example: WPP, alone has zillions of job openings around the world. Specifics?
1694 Media Jobs
650 Creative openings
717 in Analytics
819 in Client Services
596 Openings in New York
259 in Australia
106 in L.A.
501 at Ogilvy
331 at Wunderman Thompson
Omnicom has 10 AE openings, 7 production openings, and 19 “creative” jobs.
Publicis has 1,108 job openings on its LinkedIn jobs page.
Interpublic has 654.
There are 17,233 advertising agency jobs available on Indeed.com. 453 in D.C. alone.

I have no historical frame of reference but it looks like advertising agencies are looking for people. Client corporations?

From Ad Age Headlines on Major Client-Side Moves:

Ford Layoffs 3,000 Employees Globally
Apple Lays Off Recruiters (rater telling!)
Warner Bros. Discovery cuts 14% Of HBO and HBO Max
LinkedIn Lays Off Global Events Marketing team
Calm Cuts 20% of Staff (I Guess we don’t need as much calm these days)
HootSuite Lays off 30% of Employees
Shopify Lays Off 10% Of Workforce
Huge Lays Off 3% of Staff (An IPG Agency)
META Cuts Hiring Plans

Big companies are laying off while Big agencies are hiring. Yes, confusing.

I am looking at these numbers because a chapter in my new advertising agency management book (still in the typewriter) will examine all of the latest shifts in the ad biz hiring and talent management space. I’ll cover recruiting, burnout, diversity, and ageism. And, fun new terms like ghost quitting.

How Does A Personal Brand Work? Ask Gary Vaynerchuk & David Droga

Peter · July 29, 2022 · 1 Comment

The Powerful Advertising Agency Building Personal Brand c/o Gary Vaynerchuk, David Droga, and David Ogilvy

I’ve been thinking about the power of the personal brand of Gary Vaynerchuk, David Droga, and David Ogilvy. The power of their brands to drive advertising agency awareness, expertise, and new business.

What is a personal brand? There are many definitions. I went to the website PersonalBrand.com for this definition (why not go to a company smart enough to have bought the URL PersonalBrand?)

“A personal brand is a widely-recognized and largely-uniform perception or impression of an individual based on their experience, expertise, competencies, actions and/or achievements within a community, industry, or the marketplace at large.”

Kinda wordy but you get the idea. My definition: “How people perceive you.”

I am keen on the idea of building and managing a personal brand for agency leaders and senior managers.

One’s personal brand is how you present and control your image to your market – your current and potential clients, your competition, and your staff (and, I can’t stress this enough, your future staff.) Your personal brand puts you in charge of your professional perception and lets you highlight your skills, thought leadership, strengths, and history.

The Advertising Agency and the Power of the Personal Brand

A master… David Ogilvy.

As I’ve discussed in my agency naming chapter, many agencies are named after their founder. In most of these cases, the founder is the face of the agency. The founder embodies the agency mission and soul of the agency.

Ogilvy the global agency continues to use the brand essence of its founder David Ogilvy who passed away in 1999. The agency’s Careers page quotes David and leverages his personal brand to help sell the agency’s creative street cred and soul to future employees:

“As out founder David Ogilvy put it, we seek people who are bigger and smarter than ourselves. That’s how we create a company of giants. We’re always looking for modern marketing and brand experts with big hearts and enormous talent.”

How is this for branding? In 1962, Time Magazine called him “the most sought-after wizard in today’s advertising industry“. Believe me, this recognition did not happen by accident. Ogilvy was a PR brand master. [Read more…] about How Does A Personal Brand Work? Ask Gary Vaynerchuk & David Droga

Is Your Advertising Agency Findable?

Peter · July 14, 2022 · Leave a Comment

“Is your advertising agency findable?” This is one of three key questions, and mucho critical points, I make when I start to help an advertising agency plan its business development program. First things first. The other two questions are: “do you have a new client referral plan/program” and “do you have a system for how to grow business from current clients?” Want to know how to do that? Ask me.

So, Is Your Advertising Agency Findable? Your First Issue.

You should have clear objectives for your business development plan. And, the right marketing plan. And, run that plan 24/7. And do you have a smart process to align the agency and make stuff happen? But, the first thing (after having the right positioning and core marketing tools like a great/effective sales-oriented website and LinkedIn presence, etc.) is to make sure that a prospective client who is actually looking for an agency like yours can find you. Yes, a duh.

An idea (a good one)… go ahead and play client and see if you can be found. If you are a Tiktok specialist, will you be found? If you specialize in hospitality, will you be found? If you are the best agency in London, will you be found? You get the idea, right? Yes, a duh. But, go ahead and try to find you.

So, Let’s Get On With It. Is Your Advertising Agency Findable? Are You Everywhere A Future Client Might Look – For You?

This question was driven home today when I examined the Roth Ryan Hayes** agency search consultant website. I noted that they ask advertising agencies that want to be found by clients to list themselves in the WINMO database. A database used by both prospective clients and search consultants. Roth Ryan Hayes asks agencies like yours to enter into the agency information database right here. Just do it.

Need a list of advertising agency search consultants? Search my website.

What else can you do to be found by that client that is looking for YOU?

Some other examples:

Are you on the first page of a relevant Google search? Probably not. What can you do? Do the content thing and manage your SEO. OK, if not listed on page one (and this might take a long time), consider running a Google ad that targets that future client, it’s CMO, and its category. Test a message that breaks through the clutter.
Gee, how about that crazy advertising thing. See what London’s LONDON Advertising has done.
Be in all related marketing services directories. Clutch? Agency Spotter? WINMO?
Optimize your LinkedIn presence. Pay for LinkedIn Navigator. This optimization goes for your company and all leadership and employee individual profiles. By the way, does everyone use the same, or similar, language to describe the agency? Do you look like a team?
Are there client industry lists you should be on? Or, write for industry websites like hospitalitynet.
Does the industry press know that you are a go-to expert on your expert thinking and category experience – always ready to give an educated sound bite? I know that a good PR maven could sell you guys.
Are you speaking at the right industry conferences? No Cannes ain’t what I am talking about. That is ad agency navel-gazing.

There are more “Be found” ideas. Call me up.

Then, Yes, Then. Be Unignorable. Oh, That.

Ok, you are found. Then what? Is your positioning and messaging and branding UNIGNORABLE? Being found is cool. Being unignorably unignorable is even better. Do not waste that be found thing. Work it.

** From Above…

Roth Ryan Hayes, founded in 1988 as Roth Associates, is a pioneer in the search consulting category.

The firm has forged a reputation as a trusted adviser to some of the world’s leading companies as they seek to optimize their agency resources and efficiently navigate the evolving media and marketing landscape. Today, RRH is a leader in the field of agency search, selection, and compensation, providing counsel on the intersection of digital innovation and business strategy to companies such as CVS Health, Aetna, Activision, Blizzard, Home Depot and many others.

Advertising Agency Video Marketing

Peter · June 30, 2022 · Leave a Comment

Let’s start this talk about advertising agency video marketing as a core sales tool for business development in two ways. Then I will point you to a super-smart ad agency video series. The videos I’ll show are aimed directly at a client’s needs (strategic needs). These videos are well-produced, and sell the agency leader. A good thing. People buy people. The videos also leverage the power of LinkedIn.

OK, Some Bad and Good Advertising Agency Video Marketing

The bad: I am continually amazed at how few advertising agencies use agency-oriented video to help them market their agency. If they do, it is usually a sizzle real. A ganged-up sizzle real that might do more for the creative department’s ego than a tool to sell a future client.
The good: Every once in a while I see an agency getting video promotion right. In my mind, this means using video to introduce the agency and its story (quickly), super-smart thinking, a demonstration of agency culture and a look at the people who live inside that agency. Client-people like people so why not show your agency-people to help sell the agency – with some humanness?

Reasons To Use Video

The last truly “revelatory” thing I can tell an advertising agency is that video is a great marketing tool. Like, um, I know that you know this. But, then, why do so many of yous guys not use it for self-promotion? So, here are some reasons to use video marketing – now.

Most advertising agency websites have similar attributes (like the same old same old navigation – not bad – but the same old same old). Few, few, open up with a short but very sweet video to tell the visitor how wonderful (and different) the agency is. No not a sizzle real. A personal message. Not an “I am wonderful” message. A “this is who we” are message. And, even a “what we can do for you” message.

Clients buy people. Many agencies are GREAT, But, so is the next agency next door. Video will make you stand out and sell your story, soul, and grooviness. Soul is an element often missing from the advertising / digital agency website and general marketing experience.
Get the video out there – amplify it… Your video can run on your website, importantly in direct emails, on LinkedIn, Twitter, TikTok, and, of course, on YouTube (inside your effective channel).
!!! Google loves video. Video SEO rocks.
Video works especially well for your mobile viewers. They will thank you for this. Viewing a video vs. scrolling on a tiny screen will win you points.
Video drives social shares (like I am doing below).

Speaking of LinkedIn, it really likes videos. A lot. Some words on LinkedIn video from Hootsuite:

In one year, LinkedIn video posts generated more than 300 million impressions on the platform. They also earn an average of three times the engagement of text posts. Plus, early findings from LinkedIn’s beta program show that LinkedIn native videos are five times more likely than other content to start a conversation among LinkedIn members.

Impressive engagement stats aside, video marketing has been shown to boost revenue across social platforms. According to Aberdeen Group, brands that use video marketing grow their revenue 49 percent faster than companies that don’t.

Producing video for an advertising agency is cheap (or, at least cost effective). You do stuff like this for a living.

Ok, on to a very good example of an advertising agency’s video marketing.