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Tag Archives: agencies

An Argument Against Pitching on Creative

This is an age-old agency argument.
Clients respond to creative (aka design). Clients ask for creative. So agencies need to pitch creative and win on that creative.
Here are a few holes in that approach:
Without actually engaging with the client and diving deep into their business, it’s not possible to put together a vetted set of goals [...]

Posted 02 November 2009 § Observations ‡ Comments (5) ° Also tagged: , , ,

Go-to-market Paradigm

I’ll be out of pocket today, so I’ve prepared something in advance: a treatise on the changing world of business and marketing. The basic premise is this:
Going to market in this day and age demands more than new ideas applied to the same old framework, but a shift in the very foundations of our business [...]

Posted 26 October 2009 § Observations ‡ Comments (0) ° Also tagged: , ,

I’d Like To Introduce You To Peter

..and I don’t mean Peter Firestein, although he’s a great person to know.
Stop me if you’ve heard this one:
Peter is a fabulous widget-maker. He knows widgets like nobody’s business, inside and out, through and through. His widget designs have elevated the company brand and profits have soared.
In fact, things are so good that the company [...]

Posted 22 October 2009 § Observations ‡ Comments (1) ° Also tagged:

Bending Over Backwards

Here’s a scenario I’ve seen all too often, at agencies of all types — even those that should know better:
The client engages with your company for an assignment they can’t do themselves due to any combination of knowledge, resource and capabilities gaps.
You do the discovery and come to a scope of work that includes a [...]

Posted 21 October 2009 § Observations ‡ Comments (4) ° Also tagged: , ,