Last year I started a new marketer interview series called “The Marketer’s Edge”. We interview c-level marketing executives to learn about things about them, their business, and how they deal with challenges thrown at them by this rapidly changing marketplace....
In a recent AdAge article about the agency pitch process, it is argued that the pitch process needs to change because it is too taxing and emotionally and fiscally draining for agencies. Globally, 86% of agency respondents find pitching excessively...
I tell agencies to remember that in the eyes of the marketer, how you look today could be a reflection of how you’ll operate tomorrow. It’s true and valid. And it’s something that you, the marketer, should remember as you...
Have you managed an agency search on your own? If so, you know how time- consuming and difficult it can be. You might think you’ve got “the perfect agency”, but there’s always that seed of doubt wondering if in managing...
One of the easiest things to look for when in a marketing agency search is a category fit. When you work in CPG, for example, you want to see sales lift numbers and experience with branding and marketing packaged goods....
There are 4 steps in an agency break-up you should follow to make the transition to a new firm not quite as painful. There comes a time in a marketing agency’s life where it no longer provides meaningful value to...
Last week we talked about what to look for in an Agency if you are running the search process yourself. The “must have” Agency is not an easy thing to find, so you need to make sure you’re asking all...
Back in 2007, I asked a group of 20 Agency Principals at a conference in Kansas City to write down their agency’s “elevator pitch”. 19 of the 20 stated that they were “strategic, fun to work with, hard working, and...
Recently, the agency search world has felt rumblings of an unfortunate trend: some agency pitches are becoming an arms race to see who can cut the most cost, rather than who is ultimately going to be the best agency partner...
Marketing agencies generally do a solid job for their marketing clients when it comes to designing and developing a website. They know the importance of things like effective positioning, clarity of communications, user experience, and results-centricity. Again, for the most...