This tale of me duping my friends into drinking $5 whisky under the guise of it being $130 whisky, serves to underscore what I believe to be a basic truth, the fact that perception is reality – never more true than in marketing. […]
Advertising companies were originally called an “Agency” because they acted as their client’s agent. The industry has trended away from this as we’ve become more full service marketing firms providing services far above and beyond just advertising, but the need to keep your agency engaged proactively on your behalf, remains the same. […]
As much as you may like to think you’re the only client on your agency’s roster, in reality it’s a very good thing for you that you’re not. Asking what your agency is working on for their other clients will give you a sense of untapped creative. […]
What was once state-of-the-art or award winning, now may not even qualify you for the competition. Allow your marketing agency to keep you current. […]
Once you’ve finished a significant project with your marketing agency, take time to evaluate how things went. This postmortem review can help you both make the next project even better. […]
There are many reasons to have routinely scheduled status meetings with your marketing agency, this list of 6 is simply a starting point. Early in my career I was part of the account team servicing my agency’s largest client. Though I was on the lowest rung of the account service ladder with the title of Account Coordinator, I still was involved in all of the meetings – and there were a lot. […]
Imitation is the sincerest form of flattery. However, don’t let imitation cross the line into plagiarism. […]
Prescription without diagnosis is malpractice. Tactics without a strategy are at best educated guesses, so don’t let your marketing agency act without a plan. […]
Embrace open communication with your agency and divulge your company’s trade secrets, as needed and with an NDA. This inside scoop creates higher quality work. I was asked recently by a former client how business was going and if the agency was working on anything interesting. The short answer was we have several new projects in the hopper along with a few recent additions to our client roster — but that’s about where I left it. […]
The internet and technology allow you to work with your full service marketing firm remotely, but there are at least four times you should sit down in person with your agency. […]
