What does “The Changing Marketing Landscape” Mean for Agency New Business?

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“The fundamentals of marketing are always going to be the same, but with the landscape changing at the speed of technology, what matters most now is how one activates the fundamentals.”



With this observation, marketing and advertising expert, Avi Dan, opens his recent marketing-trends-to-watch post in Forbes.

For full appreciation of all eleven trends Mr. Dan lays out, his post is certainly worth a direct read, but it seemed worthwhile to highlight just a few for the implications they may have in agency new business efforts.

  • CMO’s will be silo busters, elevating their company’s overall value proposition, and integrating messaging and insights across business unite.


Solid strategy is as important as ever, and strong strategic partners are highly valuable.

  • The acceleration of technology will breed marketing technologists. Rather than “digital marketing”, marketing in a digital world will be their emphasis, with focus on how marketing strategies are developed and deployed.


How are you positioning the capabilities of your firm?

  • Procurement will continue to build clout.


Anticipate they will play a role in your prospects’ agency selection.

  • Companies will look within and around to the assets that employees, vendors and others can be as “brand ambassadors”.


Opportunities may expand with Internal Communications.

If you haven’t seen Mr. Dan’s post, read further on these trends and more, including transparency, agility marketing, and personalization and more at: 11 Marketing Trends to Watch for in 2015.

As you work your new business program in the months ahead, anticipate what these trends and others certain to develop mean for building client relationships – old AND new.

Mark is a 30-year veteran of the consumer packaged goods, advertising, and marketing service industry. Mark started his career at DDB Needham in Chicago prior to earning his MBA from the J.L. Kellogg Business School at Northwestern where he majored in Marketing and Economics. Prior to starting RSW/US in 2005, Mark was General Manager for AcuPOLL, a global research consultancy. Sneider worked in Marketing for S.C. Johnson and KAO Brands. Sneider has been invited to speak at numerous Agency events and network conferences domestically and internationally including the 4A’s, Magnet, NAMA, TAAN, and MCAN. Sneider has been featured in prominent industry publications including Adweek, Media Post, e-Marketer, and Forbes. When not working (which often seems like not often), Mark likes to run miles, go to church, and just chill with a hard copy issue of Fast Company.