Agency Finance…Stay away from mercenaries!

For the last ten years, Real Madrid has followed a strategy called “Galacticos”. Every year they have tried to sign the European Footballer of the Year. They have managed to make news with it and sell a lot of merchandise but it has been hit and miss on the field....

Agencies-Create an Idea Bank!

How many products promise to make women look attractive?  Let’s say twenty five. How many different products does this same woman shop for and purchase. Let’s say fifty. Where is this going? When you are asked to develop an Idea for a brand of jeans that makes you...

Agency Finance…Stay away from zero sum.

A zero sum transaction is one where there is a winner and a loser, just like in sports. But fee negotiations aren’t a sport. There should be no winner or loser. If you play the zero sum game with your Client, you’ll end up with the short end of the stick. He can...

Agency Finance…Get a jump on fee negotiation.

I admit it. I am a hopeless movie fan.  I can come up with obscure movie dialog on demand. Here is one from Devil’s Advocate with Al Pacino and Keanu Reeves. They are both playing lawyers although we later find out that Al Pacino is the Devil. Keanu Reeves: “Are we...

Agency Finance…Lose the losers!

Back in the good old days of advertising it was customary to staff up new accounts well before they actually billed a cent. Agencies knew that once the product was launched it would spend money on TV and generate the very generous income stream that came with a 15%...

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