January 04, 2012
Ten things to do in 2012 that will improve an agency's service to clients, including mastering social media, developing talent and cultivating partnerships.
January 03, 2012
An ad agency's job isn't just to create ads but to provide advice and counsel. Achieving this level of of trust requires an honest relationship with clients.
December 28, 2011
Ad dollars are moving from traditional media to digital, which makes sense. But a shift to all-digital could actually decrease brand awareness.
December 16, 2011
All ad agencies face obstacles, and the successful ones manage to hammer bad luck into submission by broadening talents and staying fresh and ahead of trends
December 12, 2011
Fear can be wielded as a positive tool in an advertising agency to motivate creative employees who thrive on new challenges and take pride in conquering them
December 09, 2011
Advertising seems unthinkable without mobile, but many companies struggle to get started. A good way to begin is by updating an important existing campaign.
December 02, 2011
An agency keeps it creative teams fresh by rotating team members, while leadership stays consistent, and including newer designers in brainstorming sessions.
December 01, 2011
A year-end review of business in a languishing economy can show improvements in process and morale that leave an agency better positioned for the future
November 17, 2011
An agency owner tempted to take a breather from the grinding workload must avoid this to maintain momentum, keeping irons in the fire and setting an example
November 15, 2011
Penn State officials had months to prepare for the communications crisis caused by child sex-abuse charges, but it had no emergency plan to control its message
November 11, 2011
Ad agencies are losing clout with clients because they resist leading the way into the new-media future, instead debating what the impact of technology will be
November 09, 2011
Steve Jobs is celebrated as a genius for pushing boundaries and visionary thinking, but in our own shops we can be too defensive to let such colleagues flourish.
November 09, 2011
A team of 20 committees of employee volunteers has authority to shape the office culture at Carrot Creative, lowering frustration and encouraging collaboration
November 07, 2011
An AT&T ad depicts a marriage where the relationship of husband and wife is defined by a consumer decision, conveying values to viewers that can't be defended
October 26, 2011
An ideas contest is a way for management to engage the entire staff in brainstorming for the good of the agency. But the rules must be made very clear to all.
October 21, 2011
When joining as a manager, listen and absorb the new agency's culture, rather than make dramatic moves. Social media help you meet co-workers before you start.
October 13, 2011
Marketers should offer some time to businesses and institutions in their community that could never afford an agency. It's a way to do good and stay sharp.
October 12, 2011
RFPs often list "innovative" as a qualification, and agencies must guide companies to look beyond our past work and trust in our process and our people
October 11, 2011
Ad agencies need to know a client's tolerance for risk, as well as their own limits. Setting boundaries allows teams to be creative and maintain mutual trust.
October 10, 2011
Large, full-service ad agencies allowed smaller specialized firms to dominate in digital communications and social media, and it's happening again with content marketing, the next big trend in advertising. The field is open to smaller firms.