If you haven't read this book, and you operate an ad agency in any capacity- stop reading this blog and go to Amazon and order it. Okay, that sounds like I'm making money on it. I absolutely am not, and don't know anyone involved with the book either. I do consider it, along with a few others including Good to Great as bibles of organizational dynamics and business management. Casting for Big Ideas of course is much more agency specific.
Basically, the book speaks to increasing the value, and revenue, of intellectual capital and creative ideas. The shift in media is squeezing out "agency rates', in some cases eliminating the % margins on ad buys. To stay whole, agencies need to place more value on the ideas they have, rather than relying on buying media to generate income. good book.
SO... that's just my intro to really start this discussion: How do you pitch the value of advertising to smaller companies in times of economic hardship? With the economy where it is, are you finding it difficult to get new companies on board, or even get old customers to keep drinking from the well?
Maybe no one will want to share their feelings or thoughts on these issues- which I can understand. I am not in advertising directly, but work with HR Ad Agencies, who create employment ads for companies. It's easy to work with agencies, because they understand the value of advertising resources, and make good logical decisions based on good data.
I think I'm seeing fewer companies being represented by HR Ad Agencies- is it simply due to the downturn in the economy, or is there more to it?
Sep 11, 2008
Ad agencies in the 21st century- thoughts on casting for big ideas.
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1 comment:
Ad agencies have a reputation in general and historically, for being self driven and they prefer to run an "in house" business. Many now instead have their own in- house recruiter. That may be an angle for a recruiter looking to work in the ad agency busines. To pursue working in house. The great new show in AMC, in its second season, Mad Men, is great to watch not only for period piece aspect and the fantastic clothes and dialogue, but to get a better sense of the history of advertising in nyc on all levels of operations. Many times we forget to look back as a way of shaping our future.
Please check http://3jobchicks.blogspot.com for many h/r and job seeker related q&a.
thanks!
ellie
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