Advertising Age

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  • Why Content Marketing Is an All-In Proposition

    Advertising Age - Blog Posts
    30 Dec 2014 | 7:07 am
    Some brands are excelling at content marketing while others are struggling, writes LinkedIn's Penry Price. The key is being all in.
  • Stuart Elliott Publishes Final New York Times Ad Column

    Advertising Age - Agency News
    19 Dec 2014 | 7:07 am
    Longtime New York Times ad columnist Stuart Elliot ran his final column for the Times today, looking back on the changes that have come to the ad industry over the past 25 years (he's been covering it for the Times since 1991).He argues that big agencies have weathered massive change and economic challenges better than other key sectors:After all, how many major agencies were forced to close during the financial crisis? How many global agency holding groups went bankrupt during the Great Recession? No-spoiler alert: none and none. Compare that enviable track record with how much the…
  • Twitter Ventures Into Ad Sales in Russia

    Advertising Age - Digital
    19 Dec 2014 | 8:08 am
    Twitter has started to sell advertising in Russia, shrugging off regulatory hurdles and a slowing economy as part of a push to add revenue outside the U.S.The social network is selling ads through reseller Httpool, the company's advertising partner for Eastern Europe, VP Colin Crowell said in an interview in Moscow. Russia's largest lenderOAO Sberbank and wireless operator VimpelCom are among the San Francisco-based company's first Russian clients, according to Httpool."Twitter's global prospects as a company are contingent on succeeding in markets around the world," Mr. Crowell said. "We've…
  • Can Ads on Stamps Reduce Post Office Debt?

    Advertising Age - Rance Crain
    8 Dec 2014 | 10:00 am
    Back in 1986, an outfit in Houston called American Discount Stamps figured out a legal way to connect advertising to U.S. postage stamps. Or at least its founder thought he did.The company bought first-class stamps directly from the Postal Service for the going rate of 22 each. It then placed the stamps on the upper right corner of 2-by-3-inch adhesive-backed labels, leaving the rest of the space open for advertising, according to a story in The New York Times over 25 years ago.American Discount Stamps sold the label to consumers in packages of 10 for $1.70 -- or a nickel discount from what…
  • Media Guy Bids Farewell to Beloved 'Stephen Colbert'

    Advertising Age - The Media Guy
    9 Dec 2014 | 4:00 am
    I can't quite imagine living without "Stephen Colbert."Yes, we'll still have Stephen Colbert -- the actual human being who has been playing a blowhard pundit on Comedy Central's "The Colbert Report" for 10 seasons (and before that on "The Daily Show With Jon Stewart") -- when he takes over for David Letterman on CBS's "Late Show" sometime in 2015 (date TBD). But with the series finale of "The Colbert Report" on Dec. 18, we're losing Stephen Colbert's trademark "Stephen Colbert" character.This makes my heart and my head hurt. Continue reading at AdAge.com
 
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    Advertising Age - Agency News

  • Stuart Elliott Publishes Final New York Times Ad Column

    19 Dec 2014 | 7:07 am
    Longtime New York Times ad columnist Stuart Elliot ran his final column for the Times today, looking back on the changes that have come to the ad industry over the past 25 years (he's been covering it for the Times since 1991).He argues that big agencies have weathered massive change and economic challenges better than other key sectors:After all, how many major agencies were forced to close during the financial crisis? How many global agency holding groups went bankrupt during the Great Recession? No-spoiler alert: none and none. Compare that enviable track record with how much the…
  • MEC Wins Planning Duties for L'Oreal's Lancome and Luxury Fragrances

    18 Dec 2014 | 10:30 am
    WPP's MEC has inched its way onto the L'Oreal agency roster with the addition of work from cosmetics brand Lancome and various fragrances.MEC won the U.S. planning business after a review that pitted the shop against sibling agency Maxus, incumbent Optimedia and independent agencies Point One Percent and Mediastorm, according to people familiar with the matter."It is both incredibly gratifying and encouraging to be selected to lead these prestigious brands through the seismic shift that digital and data is having on their businesses," said Marla Kaplowitz, CEO, MEC North America. "Marketers…
  • RB Moves Vitamin, Supplement Brands to McCann

    18 Dec 2014 | 9:35 am
    RB has awarded its consolidated global vitamins, minerals and supplements creative accounts with McCann Worldgroup, giving the Interpublic agency its second major win this year from the company formerly known as Reckitt Benckiser.Brands involved include MegaRed, Airborne and Digestive Advantage, formerly owned by Schiff, which RB acquired last year. RB spent $73 million in measured media in the U.S. alone on the brands last year and $38 million through September of this year, according to Kantar Media.The brands were previously handled by Karlen Williams Graybill, New York, in the U.S. and…
  • WPP Names Roberto Quarta Chairman Starting in 2015

    18 Dec 2014 | 8:08 am
    WPP has named Roberto Quarta, an industrialist and private equity executive, as its new chairman, after a seven-month search to fill the parttime role.Based in the U.K., Mr. Quarta, 65, will replace Philip Lader, WPP's chairman since 2001. Mr. Quarta will join the WPP board as chairman designate on Jan. 1, 2015, and take over from Mr. Lader -- a former U.S. ambassador to the U.K. -- at the company's annual meeting in June.As well as being chairman of the world's largest communications group, Mr. Quarta will also serve as a member of the nomination and governance committee, which is in charge…
  • Johnnie Walker Taps Anomaly as Global Agency

    18 Dec 2014 | 7:45 am
    Johnnie Walker has tapped Anomaly as its new global agency of record following a competitive pitch, the brand said Thursday. Anomaly was up against Ogilvy, Wieden & Kennedy, BBDO and incumbent BBH for a shot at the creative business, according to executives familiar with the matter."A new and exciting era lies ahead for Johnnie Walker," Guy Escolme, Johnnie Walker global brand director, said in a statement. "In Anomaly we believe we have a partner who will help us take fresh strides with stunning creative that will support the brand's future global growth."The Diageo-owned whisky brand had…
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    Advertising Age - Digital

  • Twitter Ventures Into Ad Sales in Russia

    19 Dec 2014 | 8:08 am
    Twitter has started to sell advertising in Russia, shrugging off regulatory hurdles and a slowing economy as part of a push to add revenue outside the U.S.The social network is selling ads through reseller Httpool, the company's advertising partner for Eastern Europe, VP Colin Crowell said in an interview in Moscow. Russia's largest lenderOAO Sberbank and wireless operator VimpelCom are among the San Francisco-based company's first Russian clients, according to Httpool."Twitter's global prospects as a company are contingent on succeeding in markets around the world," Mr. Crowell said. "We've…
  • BlackBerry Turnaround Effort Hits Bump in Third Quarter

    19 Dec 2014 | 8:05 am
    BlackBerry Ltd. reported fiscal third-quarter revenue that fell well short of analysts' estimates, overshadowing the company's milestone achievement of generating cash earlier than promised.Revenue dropped 34% to $793 million in the three months ended Nov. 29, missing analysts' estimates for $931 million. BlackBerry shares fell 5.6% to $9.51 at 9:54 a.m. New York time. Earlier, the stock plunged as much as 9.6% for the biggest intraday drop since July.On a conference call with analysts today, Chief Executive Officer John Chen said revenue in the quarter was "not satisfying" and that he needs…
  • NetSuite Grabs Microsoft Dynamics GM for CMO Role

    18 Dec 2014 | 9:30 am
    NetSuite has hired former Microsoft Dynamics GM Fred Studer as its next CMO.Mr. Studer will take on the marketing responsibilities held by the company's CEO, Zach Nelson, who ran marketing after the departure of the company's previous CMO, David Downing, in March 2013."The biggest problem NetSuite's had for years is it has never really had a good CMO," said Paul Greenberg, author of "CRM at the Speed of Light." Mr. Greenberg said Mr. Studer will fill that hole, bringing in deep expertise in marketing strategy, a good sense of humor and a strong public presence. "He provides the solution to a…
  • Fox Takes Step Away From Digital Ad Impression Rat Race With Acquisition

    17 Dec 2014 | 10:15 am
    21st Century Fox has come to an agreement to buy ad-tech company True[X], the company announced today.By acquiring True[X], 21st Century Fox is taking a step away from the digital ad impresson rat race. The acqusition allows the company to decrease its reliance on banners, a smart move for a publisher with a strong brand but limited inventory. The news was first reported by the Wall Street Journal, which put the deal price at around $200 million dollars.Companies investing lots of money in content, as 21st Century Fox does, find themselves in competition for ad dollars with the rest of the…
  • Sony Cancels 'Interview' Premiere; Carmike Won't Show Film

    17 Dec 2014 | 8:09 am
    Sony Corp.'s New York premiere of "The Interview" was canceled and the fourth-largest U.S. cinema chain won't screen the film after threats of violence from the hackers behind a devastating cyberattack on the studio.The Dec. 18 debut at New York's Sunshine Cinema has been canceled, the venue's operator, Landmark Theatres, said in an e- mailed statement. Carmike Cinemas, which has interests in more than 2,000 screens, won't show the film, said a person with knowledge of the matter who asked not to be named as they aren't authorized to speak publicly.Sony, which had said it would go ahead with…
 
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    Advertising Age - Rance Crain

  • Can Ads on Stamps Reduce Post Office Debt?

    8 Dec 2014 | 10:00 am
    Back in 1986, an outfit in Houston called American Discount Stamps figured out a legal way to connect advertising to U.S. postage stamps. Or at least its founder thought he did.The company bought first-class stamps directly from the Postal Service for the going rate of 22 each. It then placed the stamps on the upper right corner of 2-by-3-inch adhesive-backed labels, leaving the rest of the space open for advertising, according to a story in The New York Times over 25 years ago.American Discount Stamps sold the label to consumers in packages of 10 for $1.70 -- or a nickel discount from what…
  • Is Consumer Tracking the New Advertising?

    17 Nov 2014 | 9:00 am
    Has the ad industry finally reached the point where it's no longer necessary for marketers to motivate consumers to buy their products?Has the business evolved to the point of being able to track down presold consumers at the precise time when they're ready to buy?Do marketers no longer need to waste money trying to motivate uninterested buyers into trying their products? Continue reading at AdAge.com
  • Disney's Magic Works Because of Discipline, Belief, Leadership

    27 Oct 2014 | 9:00 am
    The Walt Disney Co. was inducted into the Advertising Hall of Fame this spring as the fifth corporate member, and I talked with John Skipper, president of ESPN and co-chairman of the Disney Media Networks, about Disney's unique approach to marketing. John began his career at Disney in 1990.Nobody is better at taking a great idea across all aspects of the company than Disney, and John called that ability one of the company's great contributions to marketing."There is nobody better at taking a spectacular piece of film, turning it into an enchanting piece of magic for kids and families, and…
  • In the Ad Industry, It Is What It Is . . . and Often It's a Load of Bull

    13 Oct 2014 | 8:00 am
    There's a depressing sense of the inevitable looming over our land, which has as its main tenet that when things happen there's not much we can do about them.This belief is summed up succinctly in the oft-used statement: It is what it is. Because we take a fatalistic attitude about the way things play out, we quickly conclude that there's very little we can do to change things.After all, it is what it is. Continue reading at AdAge.com
  • Have Data-Obsessed Brands Given Up on Potential Converts?

    29 Sep 2014 | 9:00 am
    The advertising world is in an advanced state of disruption.At a time when consumers are shopping less often and changing long-held brand preferences when they do shop, marketers are no longer getting the expected results from their advertising and promotion. And with digital ads pursuing only rabid customers at the expense of creating converts, old-fashioned brand building is becoming a relic of a bygone era.Today's marketplace is a mess of muddled misconceptions. Consumers are moving away from trusted brands for a number of reasons, whether it be for better nutrition, better prices or…
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    Advertising Age - The Media Guy

  • Media Guy Bids Farewell to Beloved 'Stephen Colbert'

    9 Dec 2014 | 4:00 am
    I can't quite imagine living without "Stephen Colbert."Yes, we'll still have Stephen Colbert -- the actual human being who has been playing a blowhard pundit on Comedy Central's "The Colbert Report" for 10 seasons (and before that on "The Daily Show With Jon Stewart") -- when he takes over for David Letterman on CBS's "Late Show" sometime in 2015 (date TBD). But with the series finale of "The Colbert Report" on Dec. 18, we're losing Stephen Colbert's trademark "Stephen Colbert" character.This makes my heart and my head hurt. Continue reading at AdAge.com
  • Are You Sufficiently Talented at Managing Talent?

    17 Nov 2014 | 3:45 am
    Elsewhere in this, the Talent & Culture Issue of Advertising Age, a bunch of agencies, ad-tech shops and media companies offer their thoughts about office culture in response to questions that were lobbed at them by Ad Age reporters. Among the queries: "What skill is your most junior talent lacking?" and "What skill is your most senior talent lacking?"Likewise, we shall not mention any possible/theoretical issues that may or may not surround certain more, uh, experienced employees. (One tweet in response to my June post suggested that I write about the "millennial pet peeve regarding boomers…
  • Watch Jon Stewart Eviscerate a 'Daily Show' Advertiser by Remaking Its Ad

    31 Oct 2014 | 10:05 am
    Our Clip of the Week comes to you courtesy of "The Daily Show With Jon Stewart" -- which, it turns out, has been coming to us, in part, courtesy of conservative billionaires the Koch Brothers. Jon Stewart and his writing team, upon learning that Koch Industries is, weirdly enough, a "Daily Show" advertiser, decided to make some "minor adjustments" to the conglomerate's feel-good ad as a way of welcoming it to the show in this segment from Wednesday night's episode. A revised voice-over (e.g., Koch backs "17 shadow organizations to buy elections from Pennsylvania Avenue to Main Street") and…
  • Forget 'Big Data.' Beware 'Little Data' -- and the Horrors of TMI

    27 Oct 2014 | 11:00 am
    How much data is too much data?I'm pretty sure I knew the answer -- you'll know when your head starts swimming -- back when I studied statistics in high school, but now I'm not so sure anymore. Because now my head always feels like it's swimming in data; that's my brain's default state.And beyond your phone, much of your other stuff is spitting out data -- and telling on you -- too. (The Internet of Things is only just beginning.) Consider what Dirk Wollschlger, general manager of IBM's global automotive operations, recently told John R. Quain of The New York Times: "Cars are generating a…
  • What We Talk About When We Talk About 'Content'

    13 Oct 2014 | 11:00 am
    Any day now I'm expecting to hear that a progressive school district somewhere -- perhaps one that already offers programming classes -- is radically rethinking how it teaches the language arts.Instead of term papers and essays, students will have to write -- nay, produce -- engaging content. Instead of English Comp, kids will enroll in Content 101. Shareability and clickworthiness will factor into how work is graded.Why not? It's what the marketplace demands. Continue reading at AdAge.com
 
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    Advertising Age - Guest Columnists

  • Brands' Future Is Creating Shared Value, Not Just Social Responsibility Campaigns

    3 Dec 2014 | 8:24 am
    In a seminal article that appeared in the Harvard Business Review in 2011, Michael Porter and Mark Kramer defined a new paradigm for business with the words "shared value." The idea is that the future of today's brands will lie in aligning business success with positive social impact for people and the planet. This is a new way of looking at corporate citizenship, from occasional philanthropic and cause-oriented actions that lie outside of their core business, to the core business itself and its potential to make the world a better place.Both of these represent a transient, perhaps insincere,…
  • Marketers: It's Time to Crowdsource Your Corporate Social Responsibility Programs

    21 Nov 2014 | 3:30 am
    Every year, in the comfy confines of oak-paneled boardrooms around the world, decisions of consequence are made by groups of predominately old white men about which causes and nonprofits will benefit from their corporate largesse.In the best of cases, these decisions are informed by some sense of the mission or purpose of the companies in question. In many more cases, the choices reflect nonprofit names that look good on paper, aren't controversial, or are simply the ones the company has been giving to for as long as anyone can remember. In the worst cases, charities are selected based on the…
  • Sizing Up Your Talent Department

    18 Nov 2014 | 3:30 am
    It's a common refrain in advertising: Talent is "at the heart of everything we do," which is why it's amazing to me that so few of us treat it that way. Brilliant people are our industry's most valuable asset, yet talent and human resources departments are almost always the most understaffed in an agency.Talent departments are responsible for attracting great people, onboarding them, keeping existing talent happy (or at least persuading them from leaving), minimizing friction between volatile personalities and much more. They live in crisis mode, and putting that responsibility on just a…
  • Five Predictions for How Data Will Change TV This Season

    31 Oct 2014 | 10:00 am
    Big Data has infiltrated almost every facet of marketing. The idea that marketers can target specific consumers with tailored messages isn't new, but in traditional media like TV, it's taking longer to ignite.Addressable TV isn't a new idea, but some are taking longer than others to take it up. Many still rely on one-size-fits all TV campaigns, but for others, it has been a high priority over the past decade to increase the sophistication of these programs. In fact, some industry verticals are well-practiced in the art of targeting consumers through the set-top box. Automotive and insurance…
  • Privacy-by-Design Is a Starting Point That Leads to Long-Term Benefits

    28 Oct 2014 | 7:00 am
    For advertises, marketers and media gurus, the opportunity of data big and small is significant.Programmatic buying, dynamic content and context-targeting promise the answer to that awful "How do we do more with less?" question. Consumers get more relevant ads, content and communications. Businesses get better insights for better decision-making. Real time actually becomes real. Data is here to rescue us from diminishing budgets, distracted consumers and fragmenting media. And it will, as long as we don't abuse it.With opportunity comes responsibility. Continue reading at AdAge.com
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    Advertising Age - Adages

  • It's Raining Clowns: See Ronald McDonald Jump Out of a Plane

    11 Dec 2014 | 8:45 am
    Ronald McDonald seems to be getting more adventurous.The McDonald's spokesclown just posted a video on his Instagram feed this morning with footage of him skydiving in Dubai, part of a larger McDonald's global marketing effort for Ronald McDonald. The social media effort is the latest in a campaign that started this summer that's meant to appeal to a wider audience than kids. In July, for example, Ronald made it snow in Kuala Lumpur.The campaign, "Fun makes great things happen," was first announced in April in tandem with a Ronald McDonald makeover that was touted as a more modern look. That…
  • The Next Logical Step in Real-Time Marketing: Reactvertising

    31 Oct 2014 | 1:51 pm
    It all started with an Oreo tweet in the Super Bowl -- and it hasn't moved much beyond that. But real-time marketing is still all the rage. Or at least it's something advertising people like to run around saying, along with "paradigms," "concepting" and "big data" (along with the all-too common misuse of "mediums" as a plural for medium).But one agency has said enough with boring, old and slow real-time marketing. It's time to evolve -- or perhaps evolute -- real-time into the next big thing. So Toronto-based shop John St., the agency that brought us Catvertising, is introducing…
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    Advertising Age - The Big Tent

  • J&J and Tylenol Have a New Take on Norman Rockwell's America

    5 Dec 2014 | 4:00 am
    What would a Norman Rockwell family look like today? Johnson & Johnson's Tylenol has an answer in its new ad campaign, which is obviously far more diverse than the white, middle-class gathering featured in the iconic "Freedom from Want" painting of 1943.Tylenol's take shows a Japanese family, an African-American family headed by a grandmother with a pierced eyebrow, and a blended family that includes a lesbian couple. The work from WPP's J. Walter Thompson includes a voiceover from the painter's granddaughter, Abigail Rockwell.Following a soft launch of the initial video for Thanksgiving and…
  • Marketers: Bicultural Hispanics Need to be Heard, So Give Them a Voice

    7 Oct 2014 | 7:00 am
    I recently had a brief telephone conversation with my mother, and was reminded just how dissimilar we are from each other. She is foreign-born, Cuban by birth, and came to this country as an adult. I was born in the U.S. Most marketers would paint us both as "Hispanic" and think their job is done.But it's more complicated than that. Marketers need to understand the dynamics at play with bicultural audiences, and how communications can be interpreted differently in Hispanic vs. U.S. "general market" cultures.When I have phone conversations with my mother, if there's a three-second pause after…
 
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    Advertising Age - Campaign Trail

  • Why Omnicom Bought Another D.C. Agency

    12 Dec 2014 | 4:00 am
    Omnicom's DAS division snapped up a public-affairs agency specializing in digital and social media earlier this week. In purchasing Washington-based DDC, the holding group's Diversified Agency Services division is continuing a longtime consolidation of small shops serving the political and advocacy markets.For DAS, the move means one thing in particular: better CRM services for public-affairs clients. In political parlance, the "C" in CRM refers to constituents rather than customers. DAS aims to repurpose DDC's services for clients outside the advocacy world for things such as corporate…
  • How Data Helped New Jersey's First Black Congresswoman Win 61%

    9 Dec 2014 | 8:15 am
    It wasn't necessarily a surprise that Democrat Bonnie Watson Coleman was elected the first African-American woman to represent New Jersey in the U.S. House of Representatives this November. What was a surprise was that Ms. Watson Coleman took 61% of the vote, far more than the 50-something percent party insiders worried she might garner. Campaign operatives chalk up the dominant win to sophisticated data analysis that helped home in on the most important voter groups for turnout and persuasion efforts.The campaign was at the forefront of a trend that gained steam among local and statewide…
  • Midterms Aren't Over Yet: Data Could Be Election-Law Battleground

    25 Nov 2014 | 8:15 am
    The voter database has become the latest battleground in politics, so it's no surprise partisan legal armies are moving into this newly contested territory.In what could be the first complaint filed with the Federal Election Commission involving tech-driven data coordination, the American Democracy Legal Fund alleged last month that the Republican National Committee, along with its top data partners, large right-wing Super PACs and a slew of GOP midterm candidate campaigns have been swapping voter information illegally.The complaint from the Democratic political ethics watchdog group comes…
  • Post Election, Campaigns Try to Link Targeted Ads to Actual Votes

    24 Nov 2014 | 4:00 am
    Political campaigns, parties and consulting firms are digging through the rubble of the midterm elections to see what did and didn't work. Of particular interest: figuring out if the people they targeted with digital ads actually voted."Going into Election Day, we were analyzing more than 13 million voters who had voted early in targeted states," said Michael Beach, co-founder of Targeted Victory, a Republican digital consulting firm that handles voter-targeted advertising, among other digital work, for clients including the National Republican Senatorial Committee and Karl Rove-affiliated…
  • Democrats Stay on Sidelines as Right Wing Groups Attack Landrieu with Runoff Ads

    18 Nov 2014 | 10:00 am
    Democrats have left U.S. Senator Mary Landrieu on her own to fight an onslaught of super PAC money flowing into Louisiana ahead of a runoff election. Outside groups have spent $2.5 million on ads opposing the senior senator since after election day, Nov. 4. The biggest anti-Landrieu spenders in the runoff are non-partisan group Ending Spending Action, the National Rifle Association Institute for Legislative Action and Koch Brothers-linked Americans for Prosperity.Missing thus far from Louisiana runoff spending is Crossroads GPS, the group affiliated with Karl Rove, which says it spent $2.1…
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    Advertising Age - Small Agency Diary

  • The Future of Your Agency Is Not With Creatives -- It's With Creative Culture

    12 Dec 2014 | 3:45 am
    Some people are creative, some aren't. It's a view many of us gain from childhood, and our job titles only confirm this division -- if you're not a "creative," you've no business attacking client briefs. But this view isn't just wrong, it's dangerous.A multitude of once integral industries -- photofinishing and movie rental stores to name a few-- are being rendered obsolete by digital technologies. In the midst of this turmoil, established brands are turning to agencies to make sense of the disruption. They expect the "creative agencies" to give them an injection of creative thinking at a…
  • Advice for a Young Creative Starting an Agency: Be Ruthless with Your Talent

    26 Nov 2014 | 3:40 am
    It happens. Talented people leave secure jobs to pursue their dreams.We recently had this happen at our agency. His name is E. We hired him out of a mega-consulting firm to create presentations for new business pitches. Like the best people, he surpassed all our early expectations and went on to make the agency a better, more creative place. In his seven years at the agency, he crossed boundaries and at one time or another served as a producer, writer, editor, pitchman, actor, musician and overall good guy. Then he decided to start his own video production company.Before he left, he invited…
  • Agencies: Specialize Your Way to Growth

    18 Nov 2014 | 8:30 am
    Ad agency executives often huddle in far-flung resorts to spend extended time figuring out new ways to grow their shops. There are no silver bullets, but there are many paths to growth. Here are a few of the common ones: Do great work and promote it; hire a better business development team; treat your agency brand as you would a client (meaning, set aside a budget, create a strategy and hold yourselves accountable for results); develop new services that clients want and for which there is increasing demand; and join better country clubs.There's another way to build your shop, and it's not…
  • Why Social Agents Can Be Your Agency's Best Clients

    16 Oct 2014 | 7:32 am
    There are two kinds of people in your digital network: social agents and prospects. Everyone in sales knows what a prospect is, but what is a social agent? And who are your agency's?Social agents grow your agency by sharing your content online to amplify your message. While they may never hire your agency, they do business for you by recommending your agency to others. Social agents are equally as important to agency growth as prospects, and the biggest mistake business development executives make is undervaluing them.Here is a non-agency example: Say you own a small company that makes and…
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