Agency Finance…Make efficiency lucrative!

Many years ago when I was an Assistant Brand Manager at a CPG company I stumbled upon a process that I thought was hugely wasteful. I thought I had a better and cheaper way of doing it so I bounced my idea off a colleague. He was the Purchasing Manager and had been...

Agency Finance…Doing more with less

When this industry was TV focused and working on a full commission system it was incredibly profitable.  This profitability led to a lot of practices that, in hindsight, have proven misguided. Agencies gave Clients gave things like research for free. They were...

New Business…Find new ways of getting it!

Here is a scenario that has played out countless times. A Client provides a brief for a project. He lays out how things have always been done on this Brand. He then tells the Agency that he expects them to continue doing the same thing. The Agency will then say (or...

New Business…Get it from existing Clients!

A wag once said, “Accounts are like girlfriends. Once you have them you quickly get bored and want to move on to the next one.” Sadly, the behavior of most Agencies would seem to indicate that this is true. Once a piece of business is in the house and “running...

New Business…Pick your prospects!

When Agencies work on Client brands, one of the first things they ask their Client is- “Who is your target?” Typically the Client will offer up a primary and a secondary target and this will spark a second request. “Try to be single minded. Who is the core target?”...

New Business…Unleash the power of focus!

Psychologists and self-help experts understand the power of focus They will tell you that when you focus on making something happen, the chances of it becoming reality are much, much greater. People are capable of great feats if they set their minds to it or if they...

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