Small Agency Diary

The Invisible Hand of Agency Culture

How to Pick the Winners

Posted by Phil Johnson on 11.20.09 @ 12:14 PM

Phil Johnson

A couple of weeks ago I wrote a post about the grand scheme of agency culture, but I still don't think I've answered my one big question: All things being equal, why does a talented person choose to work at one agency over another? Even more important, why do they stay? If you're a small or midsize agency, you've got to be able to answer this question if you want to create an environment that attracts great talent.

What Kind of Agency Are You?

Argument About 'Traditional' vs. 'Digital' Misses the Point

Posted by Darryl Ohrt on 11.19.09 @ 12:54 PM

Darryl Ohrt

The recent hoopla over the difference between digital agencies and traditional agencies got me to thinking "What kind of agency are we?"

Small agencies are in a unique position of understanding both sides of this "leadership" challenge, as we sit on both sides of the fence every day. Smaller clients count on us as their one and only agency. Larger clients and other agencies bring us in as the specialists to accomplish specific tasks and goals.

Your Experience Is Your Biggest Hurdle

Remember Your Target Audience and Try to Forget Your Bias

Posted by Tom Denari on 11.18.09 @ 11:01 AM

Tom Denari

"I don't want to hear an elaborate set up. Don't try to sell it to me. Just show it to me. I want to react to it just like a consumer would."

Surely, you've said this right before you've been presented a campaign -- at least once. Your intent is pure, knowing that consumers have short attention spans and make quick, emotional decisions. You simply want to be able react in the same way. Sounds reasonable.

Take the Stairs -- Not the Escalator -- to Create the Agency of 2010

Re-evaluate Your Approach in Order to Thrive Next Year and Beyond

Posted by Marc Brownstein on 11.17.09 @ 11:16 AM

Marc Brownstein

The keynote speaker at a conference I attended this past week hit a nerve with me. In a good way.

Motivational speaker Rory Vaden spoke about "taking the stairs." By that, he means that in order to get to the top in business (and in life), you have to avoid the escalator, which is the easy way to get to where you want to go. You see, most people take the escalator or elevator. Go to any sporting event, and that is what you'll see: If an escalator and a staircase are side-by-side, nearly everyone takes the escalator. In office buildings, people routinely take the elevator one or two floors, when a little exercise would do them some good.

Make 'Can't Never Could' Your Agency's Motto

Don't Talk Yourself Out of Success

Posted by Bart Cleveland on 11.13.09 @ 12:31 PM

Bart Cleveland

I think every teacher I had from kindergarten through high school used the tired idiom "can't never could" to challenge my fellow students and me. Old fogies are so tiresome, I thought as I rolled my eyes. God bless them for ignoring my indignation and continuing the chant: "Can't never could, can't never could."

What the Lawn Guy Can Teach Us About Customer Loyalty

What Are You Doing to Prove the Results of Your Work?

Posted by Dana Severson on 11.11.09 @ 05:21 PM

Dana Severson

If you live anywhere north of the Mason-Dixon, you know that now is the time of year that we prepare the exterior of our properties for the impending winter freeze, much like a bear prepares its cave for a long winter nap. To be honest, living in Minnesota, it's really not a time of year that I either like or look forward to. But, such is life.

Don't Hire Me Because I'm an Expert

Do You Really Need Someone Who's Focused on the Past?

Posted by Tom Martin on 11.09.09 @ 10:57 AM

Tom Martin

Have you seen the latest RFP? You know the one. Where they want to hire a firm that is an expert in [insert name of category and/or marketing channel]. Funny, I think the RFP before this one had that same line. And the one before that one too, and so on and so on. We've all read them. We've all responded to them claiming to be said expert. And honestly, if a company is looking for tactical implementation, hiring an expert is absolutely the way to go. I concur. Enjoy. Have fun. Good luck.

Is Your Agency a Few Phone Calls From Closing Shop?

How to Optimize Your Shop for Lean Times

Posted by Darryl Ohrt on 11.04.09 @ 02:55 PM

Darryl Ohrt

Four calls from being out of business. That's how a colleague summed up the plight of many smaller agencies. Or the agency business in general. We've seen some fantastic, talented, historic agencies shut their doors this year. Big and small. How can we better prepare ourselves to weather the storm if one or two or three clients pull out?

How You Can Redefine Your Agency in a Single Moment

Game-Changers Just Don't Fall Out of the Sky

Posted by Phil Johnson on 11.03.09 @ 10:45 AM

Phil Johnson

After winning the Volkswagen business, Mike Sheldon, co-CEO of Deutsch, Los Angeles, called it "a game-changer for the agency." Who doesn't want that? At some level, we're all looking for a transformative account, creative recognition, key acquisition or maybe a promotion to president.

So U Think U R Such a Professional? Plz!

OMG, Business Communication Should Be Written in Standard English

Posted by Marc Brownstein on 10.30.09 @ 11:22 AM

Marc Brownstein

A memo went out to one of our clients last week that read more like a text message than a professional letter. You know what it looked like: Every third word was abbreviated, as though it was written on the run, from a cellphone. I was appalled, and could only imagine what the client must think: If we are writing to them in such a casual way, what else is being executed casually?