ALL ARTICLES

agencies as consultants

How to Propose Agency of Collaboration to Clients

Second Wind
5/13/2026


For most of the advertising industry's history, the agency of record agreement was the standard framework for client relationships. Both sides had contractual obligations, defined responsibilities, and a clear ...

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Three Things You Need to Live Long and Prosper in Advertising

Second Wind
5/12/2026


There has been a lot of talk about the sweeping changes moving through the advertising and marketing space. It is all true. Few industries have been reshaped as fundamentally or ...

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A strategic planning session in progress at an independent advertising agency

What Does Integrating Account Planning Really Mean?

Second Wind
5/6/2026


As advertising and marketing professionals, we know all about "interesting times." The business is changing so rapidly that the average agency owner ends the day with their head spinning from ...

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Do Programs, Not Projects

Second Wind
12/19/2025


We speak constantly of the need for agencies to become strategic marketing partners with their clients and not just suppliers of projects. Fine, you say, couldn't agree with you ...

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Can’t We All Just Get Along? In-house and External Agency Collaboration

Second Wind
10/7/2025


The in-house agency is no longer a cost-cutting measure of last resort. It has become a permanent fixture of how mid-size and large companies manage their marketing. Over the past ...

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