All posts by: Mark Sneider
Mark Sneider
Mark is a 30-year veteran of the consumer packaged goods, advertising, and marketing service industry. Mark started his career at DDB Needham in Chicago prior to earning his MBA from the J.L. Kellogg Business School at Northwestern where he majored in Marketing and Economics. Prior to starting RSW/US in 2005, Mark was General Manager for AcuPOLL, a global research consultancy. Sneider worked in Marketing for S.C. Johnson and KAO Brands. Sneider has been invited to speak at numerous Agency events and network conferences domestically and internationally including the 4A’s, Magnet, NAMA, TAAN, and MCAN. Sneider has been featured in prominent industry publications including Adweek, Media Post, e-Marketer, and Forbes. When not working (which often seems like not often), Mark likes to run miles, go to church, and just chill with a hard copy issue of Fast Company.
One of the easiest things to look for in a new agency 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. But is...
Last week we talked about something called “Silly Season,” the time of year when marketers look to make an agency change as part of their New Year adjustments. We cautioned against making a change for its own sake, as too...
It’s the beginning of a new year, which means a few silly (and not so silly) things: Your last few weeks have hopefully been spent relaxing and recharging with friends and family Your New Year’s Resolutions are likely still alive...
I just left an agency search where the client was insistent on bringing in two agencies I recommended against bringing in. One was very tactical and one was limited in depth of experience in the sector the client operated in....
It doesn’t take a mechanic to recognize most parts of a car. You know a window from a tire, and (hopefully) you know the brakes from the gas pedal. Likewise, any good marketer is able to spot the biggest red...
Thanks to our work on agency searches, we hear a wide variety of questions asking us for tips on how to fine-tune the process. For all the companies looking to make the search easier and more painless, a surprising number...
I’ve been helping marketers look for best-in-class marketing agencies since the start of 2010 when we helped Citrix look for a new digital media planning & buying firm (they’re still working with them today). Not unlike Citrix, the 35+ marketers...
Being too “agency-like” is no longer an advantage for marketing agencies. But being agile and nimble is an advantage for marketing firms. With more marketers moving work in-house and more marketers using project work to “sample” agencies, no longer are...
It’s often said that the only constant is change, and this certainly applies to our world of agencies and marketers. The value of an agency and of a client, for that matter, can now be measured more in its ability...
In a recent Adweek article, they discuss a study that indicates 40% of marketers do not trust their media agency. Partnership trust has declined 11% over the past two years. This is not only a problem for agencies, it’s also...