August 30, 2011 | Author: Tim Williams
In my recent book, Positioning for Professionals: How Professional Knowledge Firms Can Differentiate Their Way to Success, I make some fairly big assumptions about the advertising business with which I’ve been so closely associated. By referring to advertising people as “professionals” and...
August 22, 2011 | Author: Ignition
When advertising industry professionals use around the word “marketing,” it’s usually code for “advertising” or at least promotion or publicity of some kind. Thankfully, a more holistic view of the word is re-emerging among marketers and agencies alike. I recently asked branding consultant and...
August 11, 2011 | Author: Tim Williams
Agencies fret about how much time they should spend talking about agency capabilities in a new business presentation. Answer: Not at all; or if you do, talk about capabilities dead last (that way if you run out of time, you’ll be cutting something that most clients don’t care to hear anyway).
August 4, 2011 | Author: Tim Williams
Some industry observers find it incredulous that in an age of sophisticated software and cloud-based computing a majority of agencies still rely on archaic systems to communicate and collaborate. Paper job jackets? Really? The most advanced use of technology many firms use to get their work...
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