We’ve all been there. The client is angry, and account service must do something to calm the client and fix the problem. In the smaller agency world, training is seldom given for how to deal with various client personalities and difficult situatio... read more
You probably have a GPS system in your car, or on your boat. You may even have one on a pedometer, or your cellphone. It’s one of the great inventions of man. Simply enter your destination and the system gets you there. More important, if you enco... read more
Top Drawer’s “Evolved Consumer” Gains Top-Drawer Accounts
While many agencies are moving to leaner models, Top Drawer Creative, Inc. of Toronto, Ontario, CA, hews to the traditional full-service creative agency structure. They moved into a new building incorporating the latest green technologies, created new PR and social media divisions, and grew their passionate team to 30 full-time people in 2011. But they also developed a new core specialty they call “The Evolved Consumer,” leveraging their knowledge of this affluent and brand-aware psychographic to generate new leads and accounts. The firm has grown through its focus on sports and fitness brands, but is also responsible for award-winning PSA and non-profit campaigns. “It’s wonderful to love what you do, and who you do it for,” says president/creative director Howard Chang.
I am old enough to remember the pre-technology days when account service was a more leisurely, much more schmooze-oriented, relationship-building process. I entered the business in 1976, as a very green intern. In those days, account executives ha... read more
By now, most people in the ad business are involved (or heavily involved) in the creation and design of digital media. It’s well known that the new media, from email to social to mobile to just about anything web-based, is cost-effective and, best... read more
We wrote last week about the impending Congressional votes on two anti-piracy bills, The Stop Online Piracy Act and the Protect IP Act (known as SOPA and PIPA), which wer... read more
The Second Wind Newsletter Vol 24 Number 11 & 12
This issue of The Second Wind Newsletter looks at agency internal communications, such as client diaries, allowing all agency personnel to review and contribute to client service and generate creative solutions; how to make business interactions and communications more personal to build and grow strong relationships ...read more, Download Vol. 24 No.11 & 12.
Adobe CS6 Change Is Sweeter After User Uprising
We wrote a few weeks ago about Adobe’s plans to change pricing and upgrade policies for its popular and widely used design software packages. (See our Home Page archives.) Many industry groups raised a ruckus on learning that failure to upgrade now (and expensively) would mean being forced to purchase all new software products or packages at full price in 2012. This week, Adobe announced a much more appealing transition plan. Read more about the new upgrade policies here.
Forty-eight Percent of Agencies Optimistic About 2012
In our latest Quick Poll, we asked site visitors how they’re feeling as they make plans for the new year. Forty-eight percent reported they are optimistic, and 17 percent are “excited about new opportunities.” Fifteen percent said they are changing their operational models. Just 2 percent said they were pessimistic about the coming year, with 13 percent feeling “anxious.” And 6 percent have decided it’s time to get out of the business altogether. Please call Second Wind if you need assistance, advice, encouragement or just need to bounce around some ideas. We are here to help. And please respond to our new Quick Poll at right.
Are You Positioned as an Agency of Tomorrow?
”The Agency of Tomorrow: 8 Critical Success Factors to Revolutionize Your Agency,” workshop will be held February 29 through March 1, 2012 at Walt Disney World Resort, FL. This one-time event will examine eight ways agencies are evolving to meet new challenges, adapt to changing client needs and prepare for the agile, “lean” marketing industry of the future. “The Agency of Tomorrow" includes a unique Disney Tour, Inspiration Through Walt's Eyes. This two-day conference is constructed especially for agency principals and key managers. This is a limited-space event.Learn more or register now to ensure your spot!
NEW REPORT! What Should Your Agency's Next Website Look Like?
The first place prospects go for information on your agency is your website—but far too often, agency websites are merely online brochures, portfolios of work and personnel listings. Sure, maybe you mix in a little branding, your philosophy and maybe even a few social tabs... learn more
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