“For ad agency new business make your focus narrow and deep rather than wide and shallow.”
“As a general rule ad agencies try to be all things to all clients for fear of losing potential business. We were no different. But narrowing our focus on a particular target audience gives us a much better focus for new business and has led to more opportunities than we could have imagined.” - Stephanie Holland, President/Creative Director Holland + Holland Advertising
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Michael Gass, agency new business consultant, primarily to small and mid-size advertising agencies, utilizing both traditional and new media tools.
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