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Stalled Projects = Shrinking Profits

You know the drill. Client or prospect calls. They have an urgent need and you drop everything to figure out how to help them. About a third of the way in — when you need something (copy, assets, information, etc.) from them, suddenly there’s a grinding halt and you wait. And wait. It’s part of agency life. Unfortunately, so is that sucking sound you hear as the profits get drained from the project because of the delay. The longer you tread water, the more the work costs you and it’s difficult to recoup the expense of trying to cajole your client into giving you what you need. The delays aren’t always on the client. Sometimes an outside force creates the lag time. But either way — your agency ends up holding the bag. You can greatly reduce that drain on your profitability if you anticipate it up front and build a contingency into your scope documents/contracts. In another blog post, I shared some language you can use to protect yourself from these delays. Feel free to use it verbatim or modify it to fit your agency’s voice. But don’t leave yourself more exposed than you need to be. Check it out and let me know what you think. Our September AE Bootcamp is getting pretty full. If you want to send some of your crew — it would be good to get them registered soon.

How CMOs Should Combat The Disintegration Of The Agency-of-Record Model

Like the Don Draper three-martini lunch, the agency-of-record model is becoming a thing of the past. Big brands like General Motors and PepsiCo are building agency teams rather than trusting one agency to handle all their creative needs. Back when marketing consisted of print, broadcast and PR, a generalist agency could easily handle all of a brand’s needs. But now that the marketing world has expanded to areas like mobile, digital, experiential marketing and social media, many of the larger brands believe it’s hard for one agency to be excellent at all those things. For agencies that want to work for the bigger brands, “specialize or die” has become the name of the game, and as brands seek best-in-breed specialists to take on smaller chunks of their marketing, the agency of record is morphing into the team of record. If your brand has decided to play the field instead of settling down with one agency, you need to be aware of the potential pitfalls and how to get your agency army to collaborate effectively. New Model, New Problems A multi-agency approach to marketing is still relatively new, which means brands and their agencies are encountering a host of new challenges. While most brands are still experimenting with the freedom to purchase agency services à la carte, they’re often losing sight of who’s minding the store. That’s the biggest problem with employing multiple agency partners: No AOR means no one is overseeing the overarching brand strategy. This can lead to: Disjointed projects that fail to create a cohesive brand image. Partners duplicating one another’s work, wasting resources. Agencies undermining other agency partners in an effort to capture more client work. CMOs functioning as project managers rather [...]