January 4, 2012 | Author: Tim Williams
In groups of agency professionals around the world I have often asked the question, “What do clients really buy from your agency?” Their answers usually include things like “Solutions to marketing problems,” “Insights and innovation,” “Expertise,” and “Successful marketplace outcomes.” Not a...
October 26, 2011 | Author: Tim Williams
Next Friday you have a new business presentation that requires spec research, spec thinking, and spec concepts executed in multiple channels. You have engaged your very best people and they have given you their very best work.
One possible outcome is that despite all this great work, you don’t...
April 13, 2011 | Author: Tim Williams
When you fly, if you want to get first class seating, hot meals, and all the bourbon you can drink, you have to pay first class prices. How is it that in professional service firms virtually all customers get quick turnaround, ultra-responsive service, and access to the agency’s best brains...
April 7, 2011 | Author: Tim Williams
I’ve always believed that the greatest benefit of getting paid based on value instead of time isn’t that the agency has the potential to earn more money (although most do). It’s that a focus on results instead of hours has the potential to completely alter the dynamics of the agency-client...
February 18, 2011 | Author: Tim Williams
In pondering the question “How can we improve our margins?” it’s useful for advertising agencies to consider their place on the value chain. Based on the illustration below, where would you say your firm plays the primary role on behalf of your client?
Most agencies would say that they play...
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