Practical Allyship: What Men in Leadership Can Do Today
When I wrote about feeling invisible as a woman in business, I expected a lot of “yes, me too.” I also heard from men who said, “this happens to us as well.” That’s all true and still beside the point. We don’t need more parsing of who has it worse; we need more people with […]
The Invisible Woman: A Personal Reflection on Gender Equity in Business
I’ve spent decades in marketing and consulting, building businesses, advising Fortune 500 companies, and working alongside some of the brightest people in the industry. I’ve co-founded a successful firm, written a book, led complex client engagements, and mentored countless professionals. And yet, there are days when I feel invisible. Not literally, of course. But invisible […]
How Clients Shape the Agency They Choose
Agency selection is one of the highest-stakes decisions a marketing leader will make — period. The pitch process may feel like an audition for agencies, but here’s the industry truth: how you show up as a client doesn’t just predict what you’ll get – it actively shapes it. If You Want the Best, Start Acting […]
It’s Not About You: Winning New Business in a Crowded Agency World
In a landscape filled with over 15,000 agencies in the US – some estimates suggest even more than 37,000 – it’s clear that competition is fierce. So, what are the keys to securing new business in this crowded space? After nearly thirty years of research into how agencies win and lose business opportunities, we’ve compiled […]
Where is your agency in the agency supermarket?
Many agencies forget about a critical element of brand positioning when it comes to their own brand. Just what kind of agency are they positioning? This important gap results in agencies missing out on business opportunities daily. In classic brand positioning work, the two core elements are captured by defining “the type of product or […]
Agencies: Please don’t lead with your tools
We review numerous agency presentations annually, and we consider it a great privilege to witness the expertise of talented individuals discussing the clients we hold dear. There are, however, occasional missteps that hinder the potential bond between the agency and the prospective client. One prevalent issue is when agencies devote an excessive amount of pitch […]
5 Strategies for Successfully Navigating Client-Agency Partnerships in 2024
In the dynamic realm of marketing and advertising, where creativity and innovation set the stage, the client-agency relationship emerges as a driving force. As you gaze into the boundless possibilities of 2024, brace yourself for a journey filled with collaboration and triumph. Fasten your seatbelt, for this voyage promises both excitement and reward! Here, we […]
Mastering Client/Agency Relationships
The strength and transparency of your relationships with agencies can significantly affect the efficiency, effectiveness, and overall quality of your deliverables. In today’s intricate business landscape, where collaboration often spans across multiple partners, the ability to foster strong and transparent relationships is paramount. The success of any project, campaign, or initiative hinges not only on […]
Tips for Marketers & Agencies: Mastering the Pitch Q&A
An agency review is underway, and it is now time for a Q&A session for the agency with the prospect’s marketers. This is an important moment for both parties! The client gets to see how the agency team handles themselves and has a chance to hear the quality of the questions asked by the agency. […]
How to onboard your new agency for greater success
The meetings have wrapped up, the SOW has been negotiated and the client and their brand-new agency are eager to start work. The review process has concluded and now they are in a rush as the client’s timeline is already strained. New work needs to be on air as soon as possible. What happens next […]