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personal branding

Is Your Advertising Agency Famous And Unignorable

August 24, 2020 By Peter Leave a Comment

Advertising Agency FamousMy friend Michael Moszynski, Founder and CEO of London’s global advertising agency LONDON Advertising, recently sent me an agency Press Release with the headline: “LONDON Advertising ad campaign sees its awareness surge an impressive 50% and overtake Adam & Eve in Populus poll.” I’d say that LONDON Advertising is able to say “yes” to the question… “Is Your Advertising Agency Famous And Unignorable.’

LONDON Advertising got to fame and unignorability by running a real broad awareness advertising campaign for the agency (and working on being famous for years). Yes, you heard me right. They actually used real (LOL) advertising to up their image and awareness in the UK. I’ve written about this campaign here: Does Your Advertising Agency Advertise Itself?

Help You Getting Your Advertising Agency Famous And Unignorable

#1. How did LONDON do it? Read their PR and think about your agency

Here is a quote from the press release (gotta love that England still has Lords)…

In a Populus poll of awareness of UK ad agencies among over 2,000 members of the public, LONDON Advertising demonstrated the power of its ad TV and Outdoor campaign to promote its own brand with an outstanding set of results.

Lord Cooper, Founding Partner of Populus, said:

“Amongst the public, brand awareness of LONDON Advertising rose by an impressive 50% in just a month.  LONDON Advertising is now 6 times more well-known than highly established agencies like VCCP. The increase in awareness of LONDON Advertising was the only statistically significant change in the month between our two polls, so their campaign clearly cut through. Among the critical sub-group of consumer opinion influencers, LONDON Advertising now has the highest awareness of any of the agencies covered in the poll, at 27% – its campaign taking it past Adam &Eve.”

Here is the press release sweetly shouting about LONDON. Results of LONDON Advertising advertising campaign

#2. How do y’all get to famous?

Quick story. A while ago I moved to London to work at the original Saatchi & Saatchi Advertising Worldwide on Charlotte Street. I quickly found out how famous Saatchi was when I  got in a cab and told the driver the address. He said, “Oh, you are going to Saatchis.” From then on I’d just say that I was going to Saatchi. If you said your agency name to an Uber driver (let’s pretend she does not have the app for a second) would she know YOUR address?

OK. How to get to famous? Three “simple” but, ya know, like, important things.

  1. Make being famous and unignorable an objective. A second on the idea of being unignorable… Imagine the alternative?
  2. Is your advertising, digital, social, PR or whatever agency marketing designed to be famous and unignorable?
  3. Show the world that you are (!) unignorable. Shout it. This is precisely how Maurice and Charles Saatchi did it. They made damn sure that the world thought that Saatchi & Saatchi was famous. This was an objective. This was LONDON’s freakin objective, too.

Oh, while you are at it, how about your personal brand? Are you famous? Did you see the video on my Home Page? For some of you… yes, I ripped off the name association idea from the great conceptual artist Chris Burden. Steal like an artist.

Need more fame???? Contact me.

Life After Advertising Podcast Series

August 3, 2020 By Peter Leave a Comment

I’ve Written About Life After Advertising Before.

I am going to accelerate my discussion about the idea that there can be a wonderful life after advertising. I will cover lots of options over the next few months because I am seeing people leave the communications marketing industry for a bunch of reasons. Many people have planned to leave, many have had it foisted on them due to the pandemic, some are leaving advertising companies to go freelance and some are simply selling their agencies. Oh, yeah, some just need some NEW!

Today I (well my artificial assistant Sara) is offering some food for thought. Here are five resources that you can use to get your ball rolling as you exit the agency world.

Head over to How to Create a Million-Dollar Business This Weekend to read how Tim Ferris and Noah Kagan think that you can start a million-dollar business. LOL, yes this weekend.

From Noah: “For some reason, people love to make excuses about why they haven’t created their dream business or even gotten started.

This is the “wantrepreneur” epidemic, where people prevent themselves from ever actually doing the side-project they always talk about over beers.

The truth of the matter is that you don’t have to spend a lot of time building the foundation for a successful business. In most cases, it shouldn’t take you more than a couple days.

Think I’m joking?

We made the original product for Gambit in a weekend.

“WTF?!” Yes, a weekend.

In just 48 hours, some friends and I created a simple product that grew to a $1,000,000+ business within a year.”

Want to run a “passive income” business? No this does not really mean just sitting back and watching the moolah roll in. This does require work. But, it may be less workaholic than writing 87 Instagram posts per week. Pat Flynn is the passive income master who can get you started and rocking. Go to his Smart Passive Income blog for years of how to. he also writes extensively about the tools that you might use – like how to build and run a podcast.

I love this one. Great daydreaming or just do it. I was just turned on to this list by a dude that lives in Ho Chi Minh City and runs a global online marketing company. Want a comprehensive list of online businesses that you can buy? The well-named Empire Flippers has that list. I’m going to help you cut to the chase. Here is an interview that Passive Income’s Pat Flynn did with Empire Flippers’ CEO.

Don’t want to start a new business? Maybe you’d rather get out on the road? Head out to Overland to hear about building a long-distance van life – anyone can do this. Sure beats being on your mom’s kitchen table Zoom calls. And, if you want to see some real-life people that are making a living traveling in their van, check out Kara and Nate’s We Bought A Van on YouTube (they will show you a great lifestyle pivot). Back to your new van…  Here is the Overland site.

OK, one more. Last week I interviewed Michaela Alexis about her move from advertising agency life to becoming a leader in LinkedIn training. Head over here… How Michaela Alexis Rocks LinkedIn Learning. 

Upcoming Advertising Stories episodes will cover African-American advertising and agency ownership (an the poor level of diversity in the industry); eCommerce conversion rate optimization and how to go from ad person to client-side. All of these topics will be interviews with experts.

Use the handy links on this page to subscribe.

A nice thing for me… Feedspot has recognized Advertising Stories as being a top 15 advertising podcast.

 

 

 

 

How Michaela Alexis Rocks LinkedIn Learning

July 31, 2020 By Peter Leave a Comment

WOW. A Podcast All About LinkedIn Learning – Plus Lots Of Personality And Canadian Chutzpah.

LinkedIn LearningMichaela Alexis has over 170,000 combined Followers on her company and personal pages. Compare that to the Average LinkedIn account having only 1,300 Followers. It’s all about LinkedIn learning and strategizing baby. This is both a science and an art.

With one in three professionals on the planet using LinkedIn, it would be a good idea for you to grow your Followers to, well, I am sure, a lot more than you have today. To learn about how Michaela rocks her LinkedIn universe and has become a serious player in the world of LinkedIn learning, I thought, hey let’s talk to her. This 30-minute podcast will give you insights on how to grow your LinkedIn audience and Followers; how to build Follower interest; how to use the combination of personal and company pages. And —- a really cool discussion about how a solopreneur has built a growing training business based on LinkedIn learning and that Canadian chutzpah.

I am about to sound like I am “selling” Michaela’s services (here she is on LinkedIn). Well, I just might be. You probably need her expertise and guruness. Here is an example of what she can do for you: LinkedIn learning sessions focused on optimizing your LinkedIn profile for success; on creating a powerful personal branding strategy. and, monetization, social selling, and executing a content publishing strategy that converts. Science and art.

Finally, hear how Micaela became the Muse for a brand new K-Swiss Self-Belief sneaker (check out the video below). This woman rocks LinkedIn and her life. Plus she gets to eat Poutine.

MORE:

You can see the growing list of all of my Advertising Stories podcasts right here. Use the handy subscribe buttons that we’ve placed on this wonderful page. 

A nice thing… Feedspot has already recognized Advertising Stories as being a top 15 advertising podcast.

Advertising Agency Interpersonal Chemistry

July 30, 2020 By Peter Leave a Comment

Smile: Interpersonal Chemistry Is A Critical Factor In Winning New Advertising Accounts

Interpersonal chemistry

 

I am updating a previous post about interpersonal chemistry. Why? Over and over and over again I hear that building and having interpersonal chemistry with an advertising agency new business prospect is the make or break element of a hopefully budding new business relationship. So, I’ll get to the point. How can you proactively build and grow advertising agency interpersonal chemistry?

Allow me to frame the conversation via a quote from the article “IInterpersonal Chemistry in Friendships and Romantic Relationships” care of Interpersona | An International Journal on Personal Relationships. To get things rolling, here is a primary quote about relationships:

Friendship Chemistry Reciprocal Candor

The most frequently mentioned quality of friendship chemistry was reciprocal candor, which referred to open and meaningful communication. Three subcategories emerged within this group including (in order of most to least common): Ease of interaction, sharing a deep connection, and predictability. As some male participants described, “Conversation just flows naturally” and “There are no awkward silences”; “Chemistry is when there is a spark or understanding that makes the relationship easy”; and “Chemistry in friends goes beyond just being an acquaintance. It’s like you are connected. Everything makes sense. Everything fits.”

Isn’t this what you want to happen in a new business meeting?

You Probably Look Like The Next Agency

Chances are good that you will be up against look-alike agencies. You all probably share similar attributes, skills, and histories. You might even be wearing the same Armani suit or Tory Burch shoes or, today, tee-shirt.

Because of this, the ultimate selection factor is often based on personal vibes. The client wants to feel comfortable with and inspired by the agency’s culture and people. They are looking for a dedicated partner who will care as much about their business as they do. They want a confident agency that looks, acts, and feels right.

I can’t stress the chemistry thing enough. Here is what Avidan Strategies’ 2012 survey of agency search consultants revealed:

“Practically every consultant, or 96% of the sample, pointed to “chemistry” as the key factor for winning. But what exactly is chemistry? Generally speaking, it is simpatico between the client and agency teams.”

So while you are thinking about how to express your agency’s core skills and style, remember that how you express who you are could be the make or break part of your pitch. I’ll talk more about chemistry later. But it is imperative that you keep personal chemistry in mind as you start to think through what this client really wants.

A Quickie On Online Video Meetings

As the author of a book on presentations and pitches, I have been asked about how to make an online video meeting work harder. I am going to write in detail about this but here are five key points.

  1. Look into the camera.
  2. Employ decent lighting and sound. That means use a pro constant light if you can and get that decent microphone. If you can, ditch the headphones. The big scary ones that make you look like Top Gun. Not a very interpersonal look.
  3. Think hard about your background. Set the stage. No laundry bin, please. Or the barking dog.
  4. Keep the meeting short. People space out after fifteen minutes. I know that this might be hard to control in a business meeting but discuss timing with the people you are presenting to ahead of the meeting. If people think you will talk and talk, they will tune you out.
  5. Check your internet connection speed via a tool like Google Speed Check.

[Read more…] about Advertising Agency Interpersonal Chemistry

Japanese Advertising, Marketing And Sushi

July 6, 2020 By Peter 1 Comment

Robert Peterson / Bob-san Grew Toyota, Saatchi & Saatchi, and Now A Skin Care Brand Plus (!) His Peeps Just Won A Big CES Award. Not your average expat life in Tokyo, Japan. And, the perfect guy to give us the lowdown on Japanese advertising, marketing, and sushi.

I think that that about says it all until you listen to this episode. If you did listen, arigatōgozaimashita.

SHOW LINKS – リンクを表示


Bob-san on LinkedIn

Bob’s Book – Make It Happen on Amazon.

Toute Nuit – Please look your best. Oh, and wrinkle-free.

Do not forget to subscribe to Advertising Stories whenever you Listen To Podcasts. See my handy links to podcast players.

A nice thing for me… Feedspot has already recognized Advertising Stories as being a top 15 advertising podcast.

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