Posts

So many things in agency new business are elementary. They should be obvious, but they are SO fundamental, they’ve just become part of the landscape.     Basics that unfortunately could be a decisive factor in winning new business. In our work this week we observed several oversights and slip-ups (made by OTHER companies!) that […]

Yes, this is very elementary.  But, it keeps happening. One of our recent posts addressed how critical it is to put yourself in the prospect’s place when writing emails for agency new business. For ANY written communication, it’s important that the messaging be clear and succinct. Even more fundamental – be CERTAIN to have the […]

As a New Business Director at RSW/US, I help my agency clients from the first call with a new prospect through to the close. This week, I was on a conference call with a prospect and introducing them to my client.   The prospect is the VP of Marketing, seeking an agency to provide full […]

Relying on one type of outreach – or even two – may not serve your new business efforts in the best possible way.   Marketers say they learn about agencies through a variety of media. Not surprisingly, email, phone calls and industry conferences are highly-cited channels. Results from our recent survey affirm you need to […]

“The whole CMO musical chairs thing is  finally starting to fade.” A quote from an agency principal I spoke with recently. It came from a discussion point around finding the right person, the decision maker, when prospecting. In our conversation, he discussed the pain they’d experienced in prospecting the wrong contacts, and specifically CMO’s more […]

Guest post by Peter Gerritsen, President, Taan Worldwide, one of the world’s oldest and most successful networks of carefully selected independent advertising & communications agencies. I was taught early on in the business to do my best to keep clients separate. Treat each like they are the only one. Over the years, I’ve come believe the […]

Putting case studies on your agency’s web site is a sound strategy for agency new business—and can give prospects an immediate sense of what you can deliver. However, agencies often place these on a dynamic slider that has a generic page designation, usually something like: agencyname.com/case-studies. Placing all of your work online in this way […]

You have a stable of clients, some you love, some, let’s face it-are a pain in the ass. (Gotta’ love them.) Cumulatively they pay the bills, but you need bigger clients. You need those two or three that will do more than just pay the bills. Fast forward to 6 months later: you’ve been pursuing […]

The first in a series of agency new business thought leaders video interviews, RSW/US owner and President Mark Sneider interviews Second Wind founder Tony Mikes. In the interview, Mark focuses on Tony’s questions and agency responses to his questions from our thought leader survey, including the benefits of agency new business as a “team sport,” […]

One of the best positions your agency can be in=being able to say no to work that isn’t the right fit. I’ve mentioned it in previous posts (Ad Agency New Business-When To Say No & When To Follow Your Gut) and it would appear, at least via Ad Age, that agencies are taking this to heart, […]