Professional Documents
Culture Documents
Last week, we had the opportunity to attend the Worldwide Partner’s World Meeting
Conference in Las Vegas. We had an incredible time learning from some of the greats
about independent agencies, new business, and how to fit our models to the consumer
and client, and how to become the best at what we do. The model for independent
agencies is changing dramatically and rapidly. After listening to these experts speak, we
decided to breakdown a list of the major ways in which independent agencies should
develop in order to maximize their business and be successful in today’s markets and
for the future.
2. Findability
Let your clients find you! Michael Gass, a consultant on ad agency new business,
emphasizes the death of cold calling in today’s marketing world. Gass has become an
expert in this concept of findability; if you Google “ad agency new business”, Gass
and his company are the first links to pop up. This is no accident. Gass explains that
social media is about being found by your client. No one likes interruptions so let your
clients come to you by initiating that first call. But, to be found you must use social media
to identify your audience and link your content to something they need. You get found
by focusing your social media on the content that attracts the right audience for your
business. Focus your media on exactly the type of people you are trying to attract and
target. The more narrow, the better.
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Raquel Baldelomar is Managing Director of Quaintise, an independent ad agency based
in Los Angeles