Hope you are well.
I have worked in the agency business in Canada and the U.S for a long time with great agencies such as DDB, JWT, Ross Roy and O’Leary and Partners. I worked on New Business often, as I loved the hunt and the pursuit of New Business.
I learned a lot from my mentors and was very successful at landing new business because I knew how to turn prospects into relationships. I was always a relationship person and a networker.
Now networking is increasing in importance and we have the tremendous growth of social networking.
Over the last few years I have also conducted many agency searches.
I have done agency reviews for Jenny Craig, Villeroy & Boch and recently Raley’s Supermarkets.
With the popularity of social networking, all the agencies recommend involvement on social media.
Prior to my meetings with them I find that they aren’t very robust on social networking themselves. They have few followers on Twitter, few Facebook Fans and aren’t very active on Linkedin!
The icons for these platforms aren’t on their site.
They don’t practice what they preach. They are posers.
I am just a consultant yet I am more robust than most agencies I meet with. I am one person and they are full companies, yet they lag.
Agencies are great at marketing their clients but they aren’t very good at marketing themselves.
Their excuse it the old cobbler’s kids story about their children not having any shoes.
That is not an excuse for these times.
They need to practice what they preach. Agencies often tell me that they are the world’s best kept secret. What if they went to their clients after the end of the year and said “Great news client. You are the worlds best kept secret!” They would get fired.
Why is it acceptable for agencies? They own their businesses. It is their asset.
Time for a change.
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