Interviewing the brand and being interviewed as the agency are core skills for pitching. Getting to “the close” for new business and a signature on the contract requires a clear purchase decision from a brand decision maker. If you are pitching to a brand – prepare for these questions that they should be asking you. [...]
Image via Wikipedia Aviva is trying to get its hands on a shedload of cash called a 'landed estate' made up of retained profits from some of its investment policies over the past 20 plus years. A long process of negotiating how much to give to policy holders; how much to give to shareholders and [...]
New business models for Creative Agencies continues to fascinate me. Seth Godin summarises four elements of a business model or architecture as 1. What compelling reason exists for people to give you money? (or votes or donations) 2. How do you acquire what you're selling for less than it costs to sell it? [...]
Agencies in the UK don't use Web 2.0 for their own marketing. I started writing on this subject in 2007. Actually very instructive going back through my archive for references. Here are the main ones that I found. Read the research paper exec summary if you do nothing else… Web adoption rates for agencies (March [...]
I have just had a conversation with a prospective client, Clive Robinson from Experiential Agency, The Factory Live . During our chat, I tried hard to check that Clive had established a solid process for business development for his organisation. It was clear that he has really strong sales skills, the collateral was all in [...]
I have returned to facebook recently (to organise our annual Fest and Geeknbury). It works well. I forget how many people use it still very intensively. But, what struck me as interesting was the number of creative agencies advertisign their services there. They must really believe that businesses with purchasing power employ individuals who use [...]
I have been given sight of the Forrester report "The Connected Agency " Feb 8th 2008. And it spells gloom and death for the current traditional agency business model. Definition of a CA is An agency with a deep understanding of consumer communities, helping brands create and nurture connections, deliver targeted, on-demand messages, and network [...]
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