Recent Additions
Propulsion Blog: Creating an agency of believers
March 15, 2007 | Author: Tim Williams
Your purpose is the agency's reason for being. Don't confuse purpose with the typical weak, soggy "mission statements" that hang unnoticed in the lobbies of countless companies across America. Most mission statements are a mélange of hyperbole that is neither unique nor motivating. How motivated would you be by meaningless "mission statements" like these? "To be an integrated marketing communications...
Propulsion Blog: Making account management relevant again
February 15, 2007 | Author: Tim Williams
The account manager should really become know as an "integration manager." The integration manager is in a position to inspire the creative and media team to go beyond their habitual use of traditional mass media. In fact, the brightest account people brief their teams by saying, "Let's say we couldn't use conventional advertising. How would we solve this marketing problem?"...
Propulsion Blog: Setting a value-based price
January 15, 2007 | Author: Tim Williams
Here are some of the key areas agencies should consider in setting a value-based price: Start by establishing not the scope of work, but rather what Tom Finneran at the AAAA calls the "Scope of Benefit" – that is, the value or benefit the agency is expected to provide for the client. You can then consider the question, "If we...
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