Ad Agency

SoDA conducted three tracking studies in 2020 to better understand how agencies were navigating the disruption, areas of operational readiness, financial performance for the year, and the initial outlook for 2021.

The past year has hastened the evolution of the agency new business landscape. As larger pieces of business disintegrate into smaller opportunities and more projects are undertaken with speed, the path to new business has changed.  Competitive reviews don’t make sense for smaller projects. Decisions for smaller projects are typically made faster. There is increasing diversity in the way agency prospects make new business decisions. That is reason enough for agencies to revisit their buyer journeys — and specifically, how their websites support the modern B2B buying experience. But it’s certainly not the only one.  By Mark Duval / The Duval Partnership

To be fair, most agencies I see do give at least a head nod to results and outcomes, but too many give a disproportionate amount of attention to what they do and how they do it. It’s out of balance. As a group, agencies haven’t done the best job of communicating what they do in terms that hold value for prospective clients.  By Mark Duval – The Duval Partnership

I’ve always found extremes uncomfortable. Back in the day, when everything in advertising agencies bent to the latest whims of the creatives, us media guys chuntered on.  By Brian Jacobs – The Cog

Global creative agencies are among the most decentralized business organizations in the world. Office heads and the client heads within their offices have complete independence in the way they manage their operations. Client heads are virtually unsupervised — no one above them knows what work they are leading and whether or not fees and resources are appropriate for the work. C-suite executives focus more on the hunt for new business than on the management of their fragmented organizations. This makes agency transformations particularly tricky.

Quick question. When an agency is in serious financial trouble, where’s one of the first places their owners turn? If you guessed “agency new business consultants,” you’re not wrong.  By Mark Duval – The Duval Partnership

Most of us were happy to turn the page on 2020 and discover what comes next. What that will be is still uncertain, but we know it won’t be a return to our pre-pandemic normal. With that in mind, let’s explore how agencies will win business this year.  By Mark Duval – The Duval Agency

Ingrid Otero-Smart, President/CEO of Casanova//McCann, announced the promotion of Ms. Carla Noriega to Vice President, Group Account Director effective immediately.

sociedAD has gone independent from parent company Campbell Ewald! Partners Jorge Moya and Carla Mercado will lead the new Hispanic marketing agency, bringing decades of experience harnessing the power of Hispanic insights to craft effective communications driving growth, innovation, and competitive advantages for clients.

How clients and agencies can avoid the heightened risk of relationships failing during the stormy pandemic crisis.

As brands look to build and rebuild, they will need to look for growth opportunities within the rapidly growing multicultural markets. To arm them with the cultural insights needed, the Culture Marketing Council: The Voice of Hispanic Marketing (CMC) is releasing its 2020 Hispanic Market Guide, the most comprehensive resource on the U.S. Hispanic market. The new publication is now available to view online or download for free.

Ingrid Otero-Smart, President/CEO of Casanova//McCann, announced the appointment of Karla Acevedo-Chazaro to the newly created role of Chief Stewardship Officer effective immediately.

Some years ago, an agency owner came to me seeking help with their new business efforts. They were no longer being asked to participate in pitches, and their prospective opportunities seemed to be shrinking.  By Mark Duval – The Duval Partnership

We are often asked, “How long should a case study be?” Our answer: it depends. The important thing is that you tell the right story for the situation.

INFUSION announced that Leticia Juárez has rejoined the agency as Partner, EVP of Strategy & Marketing leading their largest account, Charter Communications.

I am not very encourage when writing this article for HispanicAd, to see efforts to help Minority Broadcasters and Consumers that are not inclusive of at least the majority of the groups that encompass the Multicultural Marketing Bucket.  By Gene Bryan / CEO – HispanicAd

After the release of our first article “When Black is LOUDER than Brown – Part 1” on Tuesday, we have been involved in a flurry of emails, texts and calls with executives regarding the purposeful announcement by the Dentsu Network of their media-buying program (Project Booker) designed to create “Inclusion with Exclusion”. 

GROWTH. If there is one word that best describes the imperative nature of marketing and the priority shared by all CMOs in these unprecedented times, this is it. Growth has never been a greater priority than it is today. This is not a new idea of course. The industry and CMO community have rallied around the importance of marketing as a growth vehicle in prior years.

FITZ Games, located in Laguna Beach, CA, creates games focused on celebrating diversity and building community through comedy. The company has launched such games as “The Queer Agenda,” “The Chosen OneT” “Bi-Partysan,” and most recently, “Alice Cooper Horror Box.”  Casanova’s initial assignment is to support “¡Dios Mio!,” the first US Latino card game.

Grow your agency profitably (and with less stress) via my Strategic Churn technique.  Many agency owners consider client churn to be negative. “Churn” comes from the SaaS world—where high attrition can end a firm.