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Client Negotiation: A Lesson From Steve Jobs

What is at the heart of any negotiation? Two people trying to find a way to do business together. But how well equipped are agencies to negotiate in order to […]

You want to win the new business race going away.

In New Business You Must Take the Lead, Keep the Lead, and Win!

Sometimes we come across a marketing firm that really wants, or needs, a new business win. Somehow they were able to get the opportunity, only to let the everyday distractions get […]

Hawk Tails: Interview with Fred Goldberg

Have you ever wondered what it was like in the crazy days of advertising during the greatest boom of our time? I mean what it was really like? If […]

The New Business Budget Game: Up to Six Million

To avoid discounting your work, we believe agencies should discuss money whenever a new job or project is brought up, right when the assignment is first mentioned by the client. […]

Good Luck With The Future Of Advertising

Recently, we were called in to help a small five-person marketing firm set up a new business system. After a day-long session, they decided that their “new” brand, something they […]

How To Win Clients Without A Formal Review

From a Logo to a Complete Brand Study in 48 Hours. It seemed like a simple assignment. A small design agency was called by a national insurance firm asking about […]

Bypass the RFP, go directly to the finals.

How One Ad Agency Used the Tour to Bypass the RFP Phase

We were already in this nice 30-person agency conducting a new business training session, setting up a Spark. The session was going great, when over lunch the president asked me […]

How To Lose A Prospect You’ve Won

The pitch went like clockwork, the prospect was ready to go, and the only thing standing in the way was “how much?” Then everything went south, fast. The agency president, […]

Painful Ad Agency Prospect Presentation Mistake

The head of account service (we’ll call him “Tom”) at a fast-moving regional agency was on a roll. Tom had just closed the largest account in the history of the […]

Advertising Agency Growth: How One Leader Did It

To grow your advertising agency (or PR, design, digital, etc), start with a professional evaluation. We call that professional evaluation a DayOne. Agencies who want to improve go through this […]