It’s Okay To Be Different: Positioning Your Agency to Stand Out from Competitors

When it comes to your agency’s new business program, differentiated positioning is the foundation. Given the near-demise of the Agency of Record concept, differentiation has never been more critical. Today, clients work with a network of agencies they can draw on, assigning work on a project-by-project basis that plays to strengths. Singular relationships (and the retainers ...

Your Step-by-Step Guide to Ideal Customer Profiles for Agency New Business

To better reach sales goals and gain a deeper understanding of your core customer base, agencies should begin their business development program by creating an ideal customer profile. This provides your sales and marketing teams with a clear, well-defined set of characteristics of the best clients for your agency's services. But, be realistic about what you ...