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Redpaper: Why account management is now two jobs
August 24, 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. For decades now, agencies have attempted to weave both of these different skill sets into the same person: the account executive. With just a little securitization, it’s easy to see why this is an impractical expectation. Most humans simply aren’t built with both sets of skills. In fact, the tendency to be good at either one or the other is a psychological trait most of us are born with – not simply a preference.
Price: Free sample issue
Length: 5 pages
Format: Downloadable PDF
Redpaper: Getting paid for value instead of time
August 24, 2011 | Author: Ignition
It’s harder than ever to make money in the agency business, and there are a lot of reasons why. It’s not just the economy, or business consolidation, or procurement agents. Of course, all of these are factors, most of which are beyond our control. But there are other factors that are within our control. We just haven’t made the decision to deal with them.
Price: $9
Length: 9 pages
Format: Downloadable PDF
Redpaper: The difference between “magic” services and “logic” services and how to sell them
August 24, 2011 | 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.
Today, the personal computer makes many of these previously highly-skilled, high-value activities routine and even automated. Add the internet to the equation and now many of these services can be outsourced to low-cost centers and individuals around the world.
Price: $9
Length: 5 pages
Format: Downloadable PDF
Redpaper: Developing scope of value and scope of work
August 24, 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.
For starters, before rushing to Scope of Work, which is usually about deliverables, you must first define Scope of Value, which is about expectations and outcomes.
This Redpaper is an outline of questions and issues to consider when preparing an assignment valuation for a current or prospective client.
Price: $9
Length: 6 pages
Format: Downloadable PDF
Best of Creating Value: Volume One
July 12, 2010 | Author: Ignition
A collection of the best articles from Ignition’s digital publication devoted to value creation for marketing firms.
Price: $9
Length: 52 pages
Format: Downloadable PDF
Best of Creating Value: Volume Two
July 12, 2010 | Author: Ignition
A collection of the best articles from Ignition’s digital publication devoted to value creation for marketing firms.
Price: $9
Length: 56 pages
Format: Downloadable PDF
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