In our end-of-year review, we checked to see which articles attracted the most readers last year. Here are the topics that received the most clicks in 2018.
Managing ad agency account team workloads so account executives have time to attend to client service priorities, including client retention and account development.
Use scope of work to clarify not just what is included under the estimate, timing and objectives, but clear KPIs to measure project success; scope of value.
The importance of not allowing email to become the only form of communication with clients.
Boosting account executives’ billable hours, including assessing productivity, setting improvement goals and tracking progress.
Companies often silo sales, marketing and customer relationship management; ad agencies can help clients integrate marketing effort for improved performance across these three areas, and become strategic partners in the process.
The altered journey to a B2B buying decision now involves many more “touches” before, and within the sales cycle.
When it is smart salesmanship to expand a brand’s customer base to women using gender-based marketing… and when it’s mere pandering; Jane Walker Black Label campaign.
A new minimalist logo for Shakespeare’s Globe Theatre stirs discussion about minimalism, branding and the perceived value of simplistic design.
The 2018 Edelman Trust Barometer recorded a record-breaking decline in trust in U.S. institutions, businesses, media and government; ad agencies can help brands seize the moment to reclaim public trust.
Financial consultant Vince Dong offers ten reasons why ad agencies should use an all-in-one agency management system to improve the ROI of accounting practices.
Marketing is like buying a custom-tailored suit; why ad agencies should be positioned as consultancies, and never work through procurement departments seeking the lowest bidder.
The traits, skills and abilities any homegrown ad agency creative director needs.
The creative brief should start a conversation, not be treated as if carved in stone; seven steps to building flexibility into a creative brief.
Stop basing your ad agency prices on cost; raise your price ceiling by pricing based on value—what’s it worth to the client?
Using an agency Billing Standards and Practices Guide can avert financial conflicts with clients by spelling out your practices for billing, estimating, setting rates, collections, etc.
Warning signs and bad outcomes of a too-heavy ad agency workload; being alert to signals that workload needs adjustment or alleviation.
Advertising’s portrayal of women has remained essentially static, under-representing, stereotyping and simply not including women; steps ad agencies can take to improve gender representation and portrayals in ads.
CPG company Brandless wants to be seen as unbranded, but still wants the protections of brand trademark; how credulous are today’s skeptical consumers likely to be?
How improving perceptions of ad agency expertise helps agencies win new business pitches; agency positioning and primary research help win pitches.
A look at “clean labeling,” a package design trend emerging from new interest in healthier packaged food options; a package design trend presents an ad agency new business opportunity.
Ten ways ad agencies and marketing firms can use case studies of agency projects or campaigns for self-promotion, lead generation, email sign-up and inbound marketing.
Modern workflow and agency management systems have replaced the printed paper trail with digital records; why digital recordkeeping is essential to a modern ad agency.