Small Agency Diary
March 28, 2012
Registration for Advertising Age's 2012 Small Agency Awards is open. Deadline is April 20.
March 28, 2012
The head of WDCW explains that his agency agreed to appear on the show because it has nothing to hide.
March 28, 2012
Online sharing is changing advertising's role, requiring a shift in focus from messaging to encouraging product quality and more responsible corporate behavior.
March 26, 2012
An executive needs to identify individuals who will likely detract from the business and avoid hiring them.
March 16, 2012
Just like a product with a deep heritage and large media budget, name-brand teams often get the benefit of the doubt.
March 12, 2012
An ad agency weighs the pros and cons of appearing on a reality show -- and says "no."
March 09, 2012
Trying to build an agency into something respectable is time-consuming. and it's easy to forget that your employees need nurturing that will keep them engaged
March 08, 2012
Where consumer comments abound on social media, brands are transparent. Clever messaging won't get consumers to buy what other consumers say is a bad product.
March 07, 2012
Too few B2B companies are properly marketing themselves with social media, insisting on short-term profit when they could use giants like IBM and GE as models.
March 01, 2012
An ad agency hums when it has a mix of four or five core types of people whose personalities can complete each other, creating creative chemistry.
February 28, 2012
A consumer's real, yet subconscious, emotional bond with a brand is likely based on how it helps him fall in love not with the product but with himself.
February 21, 2012
A creative team must include developers with a keen understanding of the frameworks, platforms and technologies that can make, break or reinvent a solution.
February 07, 2012
When it feels as if the wheels are about to come off an agency, it is a moment of truth. It's when an agency learns whether its people have the resiliency and imagination to outgrow its problems or whether they stay stuck in the present. Succeed and you emerge a stronger, maybe bigger agency. Fail and the agency shrinks back to its natural level of comfort.
February 03, 2012
If we compare the most popular Super Bowl commercials from year to year, they all fall short of the one that got this magnificent obsession going in the first place: Apple's "1984." That iconic creation still leads everyone's list of the best ever. Why haven't we taken another huge leap and topped it?
January 26, 2012
Two inductees into the One Club's Hall of Fame, Rob Lawton, co-founder of Creative Circus, and Apple's Steve Jobs both pushed others to achieve the impossible.
January 25, 2012
Joe Paterno's model for successful marketing of a national brand: set a smart strategy, instill the right cultural values and execute at the highest level.
January 17, 2012
Social content, web development, analytics and display are significantly different specialties. Yet most agencies don't have the budget to hire full-timers.
January 11, 2012
Small agencies can keep their valued family feel by paying careful attention to all employees, promoting mutual respect and offering opportunities for growth.
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.