Brand codes: a creative effectiveness multiplier
The highlight for me from Cannes this year was the release of research using a combination of the Effie Global database of case studies and System1 creative effectiveness research. The Creative Dividend: How creativity multiplies profitability report is essentially a primer on effective advertising – advertising that drives business impact. Some considerations that leap off […]
What We Get Wrong About Agency Proposals and How to Fix It
From Build a Better Agency. With Emily Shapiro & Robin Boehler. Agency owners and leaders are no strangers to proposal writing. But despite our vast experience, there are things we still get wrong, and there is always something we can improve — especially as the industry shifts and changes so quickly. Listen
Winning Work: The Power of Creativity & Collaboration
From “Think Fresh.” Steve and Robin Boehler of Mercer Island Group join us to explain what fuels the best work from the world’s biggest brands and agencies of all sizes. Industry veterans, they’ve seen firsthand the powerful combination of creativity and collaboration. Agency advantages. Industry trends. Discovering insights that shape campaigns. We cover it all. […]
5 critical client decisions before an agency review
Clients manage thousands of agency reviews and selection processes every year. These processes are incredibly important. The right agency partners in any area from creative to media, PR or performance marketing can be business multipliers. Getting the search “right” is important for the client’s business and sometimes even for their career. There is a great […]
Agencies, avoid unforced errors: the prospect visit
A client needs a new agency and after a diligent process has narrowed the field to a couple agencies. The prospect is excited! They’ve done their homework. They think they’ve found a couple promising agencies! The agencies are excited – they know they are one of only a couple left standing in the competition. But […]
The Buying Journey of Your Agency’s Prospects
From Build a Better Agency. With Robin Boehler. Like every other consumer, your prospects go on a wild and winding journey as they consider whether or not they want to hire an agency and then go about finding that perfect partner. It’s amazing to me that many agencies teach their clients about buying journeys and […]
Key learning from speed dating 36 indie agencies in an afternoon
The 4As hosted a fascinating effort last week in Austin as part of MPF 2025: they programmed an afternoon of speed dating for agencies and search consultants. Thirty-six fine agencies met individually with several of the country’s top agency search consultants. MPF stands for the 4A’s “Management Practitioners Forum”, an event that brings together leaders […]
54 agency biz dev mistakes
What are the top 54 pitch mistakes agencies make? Robin and I were delighted to present 54 Mistake Agencies Make in New Business Development during the annual Build A Better Agency Summit presented by Agency Management Institute. Forbes calls it the #1 conference for agency executives. This is the ideal agency conference for small to […]
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 […]
Holdco clients: take charge in 2025
The world of large agency holding companies has lost its collective mind in the past 6 to 12 months. Publicis led the way with an ever-increasing emphasis on principal buying and centralized teams working across differing agency brands. Omnicom then ate IPG in an attempt to seemingly enjoy even more nontransparent media practices and headcount […]