Multiply Your Advertising Investment

Some advertising options have a greater return on investment then others. They have the ability to multiply your advertising investment by a greater factor. Is the risk of these options scaled to the possible reward? If not, select  tactics could be undervalued investment options. Stock traders and M&A brokers spend their whole career looking for…

Don’t let the tail wag the dog (The devices are winning).

Colin Drummond’s post ‘The Gift of Attention’ speaks to how the devices that connect us are actually creating distance between us. It’s a common theme that resonates with a lot of people. The same issue is the subject of Ryan Lewis’s short which can be seen above. The stop motion production depicts the daily routine…

Don’t forget internal communication.

‘Every life has a story.. if we only bother to read it.’ As I’ve written before your marketing investment will make little difference over the long term if the actual customer experience doesn’t reflect what’s been promised. For example, if customer service is poor you’re eroding much of the gains your advertising created. You’re spending…

Now you’re learning.

Once you realize how little you know about a subject you’ve learned something. You’ve learned enough to know how little you know, and that’s a valuable piece of information. Now you can start to fill the knowledge gaps. This is something I’ve experienced with photography. The journey started on a drive back from a shoot…

Play to the whistle.

You might be given an assignment that you’d rather not be apart of or the pariah account no one wants to work on. Maybe the client doesn’t really want ideas, maybe they don’t care about strategy, or maybe they just don’t respect agencies. They’ve probably worn down every other team that’s ever worked on their…

We are consultants.

  We aren’t order takers. We aren’t in customer service. We tell people what they need to hear, not what they want to hear. But we do it because we genuinely care about our client’s business, their employees and customers. We believe strategy can create innovation – and innovation can create growth and prosperity. We…

How to get hired.

Spring is here and new graduates are looking to enter the work force. I’m often asked how I broke into the advertising field and how others might do the same. The best way to enter any organization is through someone you know. But as a young graduate in a small city I wanted to do…

Simple formula for account management.

As account people we’re between a rock and a hard place everyday. Came across this formula that sums up what our purpose and drive should be. ‘A very simple formula (mantra) for good account management that should be taped to every AE’s laptop: I work ON [client name]. I work FOR [agency name]. I work…

The rules of client service.

Send them to every account person in your company. Send them to every creative director – because they should expect nothing less from their account team. Here’s my top 10: 1. Define success. 6. Take the word ‘brief’ seriously. 8. Make the creative team partners in the brief. 13. Don’t fall in love with good…