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Spring 2015

Full Steam Ahead

As the first quarter progresses, blizzards, bad weather and stay-at-home consumers are having their usual wintry effect on the economy. Remember, the best time to plan and act is during a lull in the action… when business is a little, well, chilly. We’ve tried to load this issue of Second Wind Magazine with valuable content to help you warm up and move strongly into 2015.

A big theme for this year will be accountability. We aren’t speaking solely of measuring results, however; agencies need to “up the ante” on account management, proactive proposals, smart strategic thinking, and a host of other agency focus areas that we have collectively surrendered over the past few years. Reclaim those value sets, and you can become a new version of “agency of record.”

Elsewhere in this issue, we discuss the billing standards and practices guide; wildly important goals for you and your clients; app-based time tracking to better capture billable hours; improving your value-based pricing strategies; and “whole-picture” account planning that brings together customer, marketer and creative ideas for more effective campaigns.

We’re also excited to share a fabulous (and successful) campaign for Caterpillar by member Simantel, and offer a first look at our 2014 Annual Agency Survey Report. The last two years were very good for most agencies; we hope this issue will help you keep the momentum and move toward an even better 2015.

Here’s to a February thaw!

Did You Know?

You can also download a non-interactive PDF version of this issue for printing or viewing on a tablet.