Where they stand and what’s the plan for their development.
So simple and yet so hard for many agencies.
I remember long ago when I worked on McDonald’s. It was in the days when they opened in small towns in Canada or Moscow there would be a line up to get into the door.
I attended a workshop or maybe somebody in their management told me this.
You can treat people with a warm fuzzy or a cold prickly or a lukewarm.
He said people would rather get a cold prickly versus a lukewarm because they don’t know where they stand.
I think this is the case with the majority of young people that I know in the advertising business. Continue reading
What do you do? Good question. I was at the PRSA Western District Conference in LA recently.
Very few Advertising folks go to PR events. That is why I go.
There was an evening networking event and somebody asked me what I did? It stopped me for a while.
I don’t know why. I know what I do. Sort of anyway.
I always have my business cards in my back pockets. Both of them.
A lot of people would say I am a networker.
I always hand out my cards showing the back first. It says BLANK in large letters. Most people like that.
Always gets the conversation started. The smiles and the chuckles. That’s why it’s there. I’ve never changed the back. I have changed my job descriptions on the front over the decade I have been in business. Continue reading
They gave it to Mikey.
I got a call one day on my phone at my office when I worked at JWT Chicago. It was in the Hancock building on 875 North Michigan Avenue. The call was on the phone on my desk. That is how we communicated in those days. It came from a friend. It was a big building. A 100 story building that gave me a hundred stories for sure. I worked on the 27th floor and could see Lake Michigan.
I never realized the call would connect me to the future.
It was in the mid 80’s. Where you born then? Continue reading
All agencies used to love to cite long term relationships. Why Not. Proctor & Gamble, Unilever and GM have relationships that began in the 19020’s. But Cinderella is gone.
Advertising agencies relationships are getting shorter in tenure these days.
A clear trend in client-agency relationships is to terminate those that under-perform. In 1984, the average client-agency relationship tenure was 7.2 years. By 1997 (13 years later), that number declined by 25% to 5.3 years. Today the average client-agency tenure is thought to be less than three years according to the Bedford Group.
In 1984 when I was transferred from JWT Toronto to JWT Chicago there were a lot of long term relationships in that office. The relationships with clients could be decades long and people worked at agencies for decades. I know that is true as I was trained by gray hairs and their tenures were decades long.
That is not so true these days. I wonder if there is a correlation between the longevity of client relationships and agency employee tenures. Could it be as simple as that? Continue reading
How Long Does it Take for Agencies to get New Business? Longer than you want it to. Yes, New Business can take a very long time but most agencies don’t want to hear that.
The last thing that agencies have in New Business is patience. Patience is what they tell clients when they are disappointed with the results of a campaign. These things take time agencies counsel. Be patient they plead.
I got an e mail from an agency New Business leader the other day. He was trying to do a little research on the typical sales cycle for advertising agencies to close New Business. He was encountering some internal resistance to his belief that New Business isn’t transactional selling and takes time to develop. Continue reading