RedPapers
A collection of thought leadership pieces
How to let your prospects find you
December 20, 2011 | Author: Ignition
“Does new business have to be this difficult?” It’s a question Ignition increasingly hears from agencies around the country and around the world. Business development is in fact much harder than it used to be. And it’s not just the economic recession that’s causing the problem.
Why account management is now two jobs
April 21, 2011 | Author: Ignition
Name a great organization, and you’ll find two different and complimentary skill sets behind its success. One skill set is about vision, strategy, and entrepreneurship. The other is about planning, conscientiousness and systematic effort.
How a focus on effectiveness changes everything
March 3, 2011 | Author: Ignition
Despite the fact that clients seem to always be demanding faster and cheaper, marketers don’t hire agencies to be efficient, but rather to be effective. Understanding that you’re in the effectiveness business – not the efficiency business – is the foundation of your firm’s future success.
What agencies do that clients can’t do for themselves
February 8, 2011 | Author: Ignition
Imagine that you’re driving down a country road and you see a homespun, handmade cardboard sign that reads “Fresh Eggs. $2.99 per dozen.” If you enjoy a good omelet, you might be tempted to pull off the road and buy some eggs. You get in your car and continue down the same road and come upon another handmade cardboard sign that reads “Flying Lessons.” Most likely, few of us would take advantage of that opportunity.
Developing scope of value and scope of work
January 10, 2011 | Author: Ignition
Marketing communications firms routinely make the mistake of assuming that “estimating hours” is the primary way of evaluating scope and assuring fair value for an assignment. That approach falls far short of what’s needed to effectively price an assignment.
A new definition of creativity for ad agencies
December 6, 2010 | Author: Ignition
Agency creatives – especially those in the over-40 crowd – are experiencing a new form of angst. In a world where the creative output includes such things as recommended language for Google search returns, interface design for a new iPhone app, a creative framework for a social media program, or an idea for a branded widget, the definition of “great work” is not what it used to be.
Why agencies will become more like consultancies
November 16, 2010 | Author: Ignition
As marketers seek to “decouple” the agency business by selecting and contracting with their own production resources, agencies must take a hard look at the two sides of the traditional agency business model.
Trading a cost focus for a value focus
October 22, 2010 | Author: Ignition
Based on recent studies, the professional service firm spends over 10% of its time and energy recording, tracking, capturing, estimating, billing, and adjusting it’s time. In other words, feeding the “time machine.”
The difference between “Magic” services and “Logic” services and how to sell them
October 11, 2010 | Author: Ignition
There was a time when most of the services provided by advertising agencies were difficult for marketers or other organizations to duplicate. Agencies possessed specialized skills centered around the creation, production and distribution of mass media advertising. Even the now-simple task of “typesetting” required unique knowledge and equipment.
The next steps in agency transformation
October 4, 2010 | Author: Ignition
The mission of the advertising agency can no longer be to create mass media-centric solutions for clients who are increasingly dependent on other factors for brand success. Marketing communications firms that are leading the transformation of the industry are adopting new viewpoints and new skill sets. Here are some of the most important...
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