Common Mistakes Advertisers Make With Their Agencies and What to do About It
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20 Proven Ways to Drive Your Agency Crazy In “Love Is Dead,” I highlighted proven best practices that set apart highly successful relationships from failed ones, based on the hundreds of relationship and performance evaluations we conducted. Similarly, a number of client behaviors guarantee you will fail your agency every time. Those who believe that […]
Managing (Agency) Mania
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Featured on AdWeek: — Read AdWeek’s published article — If it’s news to you that the client/agency model has been in flames for years now, there’s also this new thing called the Internet that you might want to know about. Of course, there’s a big difference between just saying that the old setup is shot […]
What Will You Get Your Agency for the Holidays? The Gift of Stronger Partnerships
Download a print-friendly version here Thinking outside the gift box… The holidays, a time of both deep reflection and high festivities, are right around the corner. We pause near the end of each year to celebrate those around us, those we love and depend on, and to acknowledge their importance in our lives. In business, […]
How the Winner of the Mobile Grand Prix Cannes Lions Signals the Supremacy of Content and the Slow Death of Traditional Advertising
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Download a print-friendly version here This Piece of Cardboard Will Take You Halfway Around the World Advertising is dead, long live branded content! Advertising was king. A new monarch is now succeeding it to the marketing throne: branded content. For the history aficionados, the original phrase (“The King is Dead, Long Live the King!”) was […]
What Great Clients do to Turn Their Agencies Into Powerful Growth Engines
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What Will Make You a Kick-Ass Client Are you the kind of client that agencies desperately want to acquire and retain? Do you know what it takes to be a great client? In “Think Different,” I emphasized the unique qualities industry leaders like Apple exhibit with their agencies to get outstanding work. In “How Clients […]
The Uneasy Truth About Being a Client and What It Means to Building Lasting Partnerships in Today’s Cut-Throat Environment
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Confessions of an Ex-Client I’d like to confess. Actually, I have multiple confessions to make. Four to be precise. No worries. This is not a remake of “Confessions of a Dangerous Mind” (2002), so they won’t keep you up at night. But if you’ve ever been a client, you too would have much to say. […]
Top 5 Ways Brand Advertisers Can Foster Real, Sustained Collaboration Between Their Roster Agencies and Create Better, Faster, Stronger Work…Together
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Download a print-friendly version here How Marketers Can Get Their Agencies to Collaborate The first part of “Ménage à trois” comes from the Latin mansionem, “dwelling,” and old French word that meant “management of a household.” The concept of managing and orchestrating a carefully assembled roster of agencies has been particularly popular among brand advertisers […]
4 Ways Brand Advertisers Can Implement the Right Agency Model and Unlock the Transformational Value of Their Agency Partnerships
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Blind Men and the Elephant: Download a print-friendly version here “It was six men of Indostan To learning much inclined, Who went to see the Elephant (Though all of them were blind), That each by observation Might satisfy his mind.” In his infamous poem “The Blind Men and the Elephant,” 19th century American poet John […]
Committing to Reciprocal Feedback Before Making Agency Review Decision
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Download a print-friendly version here Le Divorce I’ve been told all my life that everything sounds sexier in French, from ordering wine from the Bordeaux region at the dinner table to whispering “c’est la vie” after missing a connecting flight. Almost everything I might add. There are some words that, no matter the pronunciation, still […]