Agency Search Consultants

Can you describe your ad agency’s positioning in 30 seconds?

The starting point for any ad agency new business program is positioning. It is a fundamental prerequisite for small and midsize agencies. But it is also the place where most agencies where most fail. Positioning is everything.

“The common failing among agencies seeking new business is the inability, or unwillingness, to name what they stand for” Bob Lundin, Agency search consultancy Jones Lundin Beals

Brand coach Josh says, “If you can’t say why your [agency] brand is both different and compelling in a few words, don’t fix your statement, fix your [agency] company.”

Can you define your agency’s positioning in a simple statement?… Continue reading

Ad Agency New Business: What irks CMOs most about their current ad agency?

If want to know what irks CMOs the most about ad agencies the recently released Gerson Lehrman Group, GLG Councils Report —“Closing the CMO / Agency Gap: How Agencies Can Win Business and Build Stronger Client Relationships,” provides some excellent insight.

This report is based on a survey of more than 80 senior marketing executives. It analyzes the disconnect between client expectations and the performance of marketing services agencies.

This study was designed to help agencies better understand how marketing executives view their agency relationships and how they make decisions on engaging an agency.… Continue reading

The Premier New Business Conference for Ad Agency New Business

I’m attending and speaking at The Mirren New Business Conference in New York City today. It is considered to be the premier new business conference for advertising agencies, marketing, public relations and digital agencies. Over 400 agencies, from across the country, are represented by those charged with new business development.

If you would like updates and insights from those in attendance follow on Twitter, @mirrenBizDev, Brent Hodgins, Partner | Director of Client Services for Mirren. Attendees will be using the official hashtag for the conference #mirren.… Continue reading

Ad Agencies Strike to Protest Unfair New Business Pitch Process

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Agencies spend a lot of time and money on new business pitches, often with terrible odds of winning. And many advertisers, during the downturn in the economy, are asking for more from the pitch process without paying.

Belgian advertising agencies have embarked on a one-week strike in protest against advertisers who have stopped following a charter governing norms that are supposed to govern the industry, reports Advertising Age.

The striking agencies wanted to raise the unfairness of the current pitch process for new business.… Continue reading

Ad Age: Clients Change Ad Agencies Like they Change Underwear

Agencies only have themselves to blame … making it too easy for the client to bully us and only agencies can stop the madness of and their mistreatment from the review process.

The following are just a couple of the quotes from Rupal Parekh’s recent Ad Age article, “Serial Reviewers’ Risk Brand Damage, Fewer Shops Willing to Pitch,” regarding a growing blacklist of marketers that tend to put their advertising accounts into review every couple of years.… Continue reading

Edward Boches: 5 questions every CMO should ask a prospective ad agency

You are not hiring an agency’s past, you are hiring its future.

Edward is the Chief Creative Officer for the Mullen agency. He joined the Boston agency when it was small and helped to grow it to become a respected and renowned advertising agency that is known globally.

He is one of the few agency principals willing to immerse himself in social media and has rapidly moved his agency in the same direction. Mullen truly “gets it” when it comes to social and I believe one of the reasons they have had such great success with their new business acquisitions.… Continue reading

Fuel for Thought

“The common failing among agencies seeking new business,” says agency search consultant Bob Lundin, “is their inability or unwillingness to name what they stand for and market themselves on distinguishable differences.”

For the latest agency new business updates subscribe to Fueling Ad Agency New Business by Email

Michael Gass, agency new business consultant, primarily to small and mid-size advertising agencies, utilizing both traditional and new media tools.

↑ Grab this Headline Animator… Continue reading

Advice from Ad Agency Search Consultants

Stephan Boehler, founder of the Mercer Group, in a AAAA New Business Webinar Series, “How to Work with Search Consultants”, offers some sound advice, for small to midsize ad agencies, direct from Ad Agency Search Consultants:

“Agencies that ask intelligent questions and stimulate interesting dialogue during the search process – versus using the time to talk about themselves.” Menno Ellis, ABA Consulting

“A good attitude that’s centered around keeping clients happy. It’s not about YOU.” Brian Goodall, Jones Lundin Beals

“An agency that understands honestly what their capabilities are and don’t try to chase everything.” Judy Neer, Pile & Company

“Be relevant in your communication.… Continue reading