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…

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…

Clients must have their house in order before we can do our job.

As marketers we’re asked to solve problems – to provide solutions to challenges faced by our clients. We dig deep on the company, the industry and the consumer. We try to understand why the client is relevant to the consumer, or why they’re not. We craft brand documents and tactical plans, build websites and implement…

Why I use twitter.

It’s way smarter than an RSS feed. It’s a lazy man’s blog. It connects the creative class. And I wanted to evaluate it firsthand. Why I advise clients not to. Time commitment – Clients and agencies have finite resources and finite time. A Twitter presence can become a full time job (or at least a…

Strategy shouldn’t be a monologue.

We all talk about strategy within our agencies, with our clients and in our pitch materials. Everyone agrees it’s important. It should flow from the brand and drive all activities. But what does strategy really mean? As advertising professionals we know – or should. But unless you work at a multinational agency you’ve probably had…

Client service matters.

It’s the work that matters. Agencies are judged by their creative work and not much else. So what does client service have to do with creative?   Lots. Great work entails risk. People take risks with those they trust. Without the client’s trust agencies will do good, safe advertising and nothing more. How to build…