The 5 hidden costs of not selling your Ideas the first time around
As I travel around the world working with Agencies I am confronted by the sad fact that Ideas are seldom sold through in the first presentation. In fact, I sense a certain complacency setting in- Agencies are starting to see this as some sort of a cat and mouse game...
read moreThe 8 P’s of Advertising
Marketing veterans are familiar with the 4P’s of the Marketing. If the Product,Price, Place and Promotion are right, there is good chance that success will follow. Like Marketing, Advertising has its own drivers of success. Agency Management would be well advised to...
read moreFive ways to make your Creative Briefs more inspiring
The Creative Brief is the Holy Grail of Advertising. No one knows what it looks like or where to find it, but everyone is looking for it and is certain that when it appears, all will be well. A lot has been written about improving the Brief. Anyone who has spent ten...
read moreFour important things to look for in a Planner
As I travel around the world working with Agencies, I often get asked to recommend a good Planner. They are much in demand and very hard to find. So what makes a great Planner? My experience tells me that you should look for four things: A real understanding of the...
read moreThe five things that Account Management people must do in an Agency
Account Management people seldom get any respect. It does not matter if they work in an Advertising, Media, or Digital Agency. They are usually thought of as glorified traffic managers, “yes” men, and in some cases the Client’s in-house enforcer. This sad state of...
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