Why Agency Case Studies Are A Blessing And A Curse.

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I know from the many times that I have conducted agency reviews that clients want the security of agency case studies.

Experience is one on the key ways that agencies get on the short list.

It provides reassurance for the client’s management. Some talking points when they bump into their boss on your way to the bathroom and they get to do their sixty second update.

They tell me that yes I am considering them because they have done great things for similar clients with similar problems and have had success. At the start of a search you can’t tell your boss that the agency has great chemistry because you haven’t met them.

They can also talk about the passion of your agency, if your agency sent them a first class submission that they are proud enough to share.

The good thing for those agencies is that you have what clients want. Clients want experience.

That’s the blessing and here is the curse.

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Want More New Business? Turn It Down.

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Chasing New Business is an interesting game. I know because I have played it a lot. From both the agency side and the agency review side.

I learn a lot from walking down both sides of the street.

Some agencies chase every shadow. “We’d be perfect for (name the client)“, they always say.

Some agencies say they don’t respond to RFP’s and only work with clients who seek them out or through referrals. Nice place to be.

Some agencies never respond to my outreach when I am looking for agencies as a search consultant. Surprising but very true on the majority of reviews I have completed. Continue reading