Cost-plus (times based) or value discussion: which one works better for your agency?
When I was putting together the new agency guide to pricing digital marketing, I made a conscious effort to call it exactly that - a pricing not a costing guide.
I grew up in agencies that talked about ‘cost proposals’, ‘costing projects’, ‘cost to client’ and spreadsheets that had cost against each deliverable rather than ‘price’. In putting the new guide together, I referred back to two existing project budget workbooks that are on Smart Insights. But I refreshed them and renamed the line items from cost to price. Why am I reinforcing point this so much?
Because if you start with the idea of ‘Price’ and not ‘Cost’ (Time + Materials + a markup) you are on the way to actively thinking about how your agency makes money – by providing value to clients (and therefore earning a value-based…
Google highlights competition over digital ad monopoly claims, YouTube removes paid ad views from Music Chart counts, Client-side marketing and media professionals have declining trust in agencies, Facebook launching oversite board, Instagram cosmetic surgery post restrictions
Google has sought to fight off claims that it is dominating the digital advertising industry by pointing to other companies in a bid to prove competition, but is this entirely accurate?
YouTube is removing paid ad views from Music Chart videos to focus on organic views only and provide a more honest reflection of artists' popularity.
New research has found that trust in agencies is declining among client-side media and marketing professionals with the increasingly complex media landscape likely being a contributing factor.
Facebook is set to launch an oversight board in 2020, which will review and potentially overrule the platform's decisions on content.
Finally, Instagram is continuing its work toward reducing the negative impacts that social media can…
If you're trying to market an agency, these 7 resources and our 'Marketing your Agency' guide will help you
Where do you turn to, to check your Agency’s new business framework is as comprehensive and potentially as effective as it could be? Well if you're reading this, then Smart Insights is one of those places. But there are other ‘new biz’ coach or consultancy voices out there with lots of experience to share. So I thought it would be useful in this post - that accompanies our recent guide about marketing your agency - to share a few of those with you.
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Marketing an agency
As part of my work with agency clients, I talk about taking a structured approach to raising their profile,…
The Marketing Minds series share real-world stories from marketers showing how digital marketing has helped them develop their careers or businesses.
I’m Lesley, founder of We Mean Business London, we make big brand marketing accessible for startup budgets
What is your background in Marketing, and how did you come to be in the position you are in now?
15 years in FMCG brand building, heading up brands such as Lucozade, Aquafresh, Ferrero Rocher, Kinder Surprise. I set up my own consultancy business 2 years ago to help pass on the skills and techniques of brand building to startups with an emphasis on supporting women & entrepreneurs - the 'We' in We Mean Business.
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Interviews with eleven agencies of varied sizes on their profitability and growth drivers for 2018 [Part 2 of 2]
With smaller budgets, and higher demands to meet in 2018, there's practically no room for brands to frivol away their resources, nor for agencies to make mistakes. With client expectations on the line, an uncertain economic climate, new advances in technology, and a fiercely competitive agency landscape, it's becoming more and more Darwinian for agencies every day.
Since many of our members work in agencies and face these and other challenges, we thought it would be useful to review how different agencies seek to divide and conquer in 2018. So, in this article, we share the views of owners and managers at 11 digital and creative agencies, in the UK and abroad, who share their challenges and agency growth drivers for 2018.
For more detailed advice, see our…
Interviews with eleven agencies of varied sizes on their profitability and growth drivers for 2018 [Part 1 of 2]
Agency growth isn't optional. In fact, many featured in this post affirm; it’s essential for survival. Common questions which are all considerations to factor into an agency’s strategic plan include choosing where to focus; where to allocate resource; where to find and win new clients; how to retain existing clients, along with developing agency talent and a whole host of other pain points.
Since many of our members work in agencies and grapple with these questions, we thought it would be useful to review how different agencies seek to answer them. So, in this article, we share the views of owners and managers at 11 digital and creative agencies in the UK and abroad who share their challenges and agency growth drivers for 2018.
How to select the very best agency for your business.
So you want to hire a marketing agency. But how do you find the one that will deliver what it promises? What are the things you should ask and, most importantly, what are the answers you want to hear?
Here are some of the answers to these questions and insider tips on hiring agencies (and not regretting it afterward) from the perspective of a marketer.
Before You Begin
First things first. Before you start asking questions, answer a few yourself. You need to be able to get at least a general idea on the budget and your marketing goals.
What do you expect to achieve? How much are you willing to pay for…
6 tips for a successful agency partnership
Over the last 7 years, I've had experience of working with various different traditional and digital marketing agencies. Whilst one agency’s skill set may differ from another, what I have found to be consistent is the way in which many agencies operate and how clients can get the best from a working relationship with them.
Working with a marketing agency should be a collaborative relationship. With digital marketing moving at such a frightening pace, it’s important to work closely with an agency and allow them to provide strategic insight and know-how whilst acting as an extension of the client’s in-house team.
In this post I’d like to share a few thoughts on how you, as a client, can establish a productive working relationship with your digital marketing agency so you can...
1. Set out your goals and…