Getting it Write: The Art of Written Agency Proposals that Win
Your agency has advanced in discussions with a prospective client far enough that it is time to deliver a written proposal. This may or may not be the final step; there may be presentations after the written proposal or there may simply be a Q&A discussion and perhaps some negotiation. Regardless, when it comes time […]
New (and Old) Tips on Pitching
It’s an odd marketplace for agency services right now. The marketing services industry that was hit so very hard by the pandemic came roaring back to life with record hiring and wild staffing shortages. Clients are still often working remotely and disruptions to routines (children and teachers getting COVID, work from home, etc.) continue. And […]
CMOs & Agency Execs: Share of Search is a powerful proxy and predictor of Market Share
C-suites everywhere are looking to marketing to be aligned with overall C-suite goals. They are, in essence, looking for marketing to both sign up to help deliver on major company goals and to be able to explain marketing’s contribution to overall company success. A sound starting point is for the CMO, marketing staff and agencies […]
CMOs and agency execs can learn about customer centricity from the best (and worst) of Hollywood
Hollywood entertainment is a fascinating world. Huge mega hits often arrive side by side with financially disastrous movies. It’s a high stakes environment. What’s the key to success? I believe it is customer centricity, like in most (all?) markets and categories. Unfortunately, not all Hollywood directors understand this, to the detriment of their investors. Marketers […]
CMOs: How to Get the Best from Your Agency (with FIG’s Judith Carr-Rodriguez)
FIG’s Judith Carr-Rodriguez By Steve Boehler with special guest Judith Carr-Rodriguez It seems like every day there is an even greater emphasis on a company’s return on marketing and advertising investment than the day before. CMOs are under intense pressure to deliver better results and they expect even greater productivity from their agencies for less […]
How to Run a Modern Agency Review in a Few Quick Sprints
Every year there are hundreds of agency selection processes in our industry. Earlier this year we shared the principles that guide our agency review process. We developed these principles with an eye towards effectiveness on behalf of our clients and respect for agencies. However, while we run a sizeable number of reviews and are a […]
Balancing Brand & Performance Marketing Investment with Marketing Star Doug Brames
There is a large and growing body of evidence that the best long-term results are achieved via a balance of both longer-term brand impacts and shorter-term performance efforts. Much has been written on the topic, and many experts have shared their research and philosophies. From Byron Sharp’s books to Peter Field’s and Les Binet’s research […]
Boldly Go: The Agency Pitch Through the Lens of Star Trek
Bear with me. Many agencies who’ve just won a pitch ask, “Why us?” Answers vary in the specifics, but it’s always a combination of the solution, the expertise to back it up, and chemistry, which includes both passion for the opportunity and “something new,” which I will and won’t define by the end of this […]
It pays for agencies and marketers to be gracious
One of the most endearing qualities in business is the ability to be gracious. This is especially true when things don’t go our way. It’s an attractive quality and it pays dividends in our work and relationships. At a recent agency conference, a presenter declared that agencies pitching new business should not say “thank you […]
Sargento’s Chip Schuman’s Tips for Marketers
Written by Steve Boehler with special guest Chip Schuman The folks at Sargento Foods face tough challenges on a daily basis. They are a mid-sized food company going to market against some of the largest food companies on the planet. They are outspent in marketing and face off against larger R&D budgets and much larger […]
