Tagged 'client'

Small Shop, Big Win – Six Insider Secrets to Getting Work From the Big Guys at #SmallAgency

Posted by Kent Lewis on July 25th, 2013 at 4:22 pm

Learn the secrets to getting the attention of large brands as a small agency.

The Art of the Post Mortem; Laurie Coots, President-Disruption Works, TBWA #smallagency

Posted by Kent Lewis on July 25th, 2013 at 10:16 am

Laurie Coots, President of Disruption Works at TBWA, shared her thoughts and experience with the art of the agency pitch postmortem.

Agency Clients Want Pay For Performance – So Long As The Agency Doesn't Make Good Money

Posted by Jay Friedman on December 26th, 2008 at 12:00 am

The ability to target a very small group, or even a single individual online is now possible with good use of social media DIY tools.  The problem is that no agency who values its revenues will recommend that type of plan.  This is because with the retainer model the client feels like he or she is overpaying the agency.  With the commission model the agency doesn't make any money.  An example:
A client wants to launch Product "X" to a very narrow, easily defined group of people.  The agency knows that for $1 or less CPM they can get on one of the main social networks and define exactly this target.  Total target - 500 people.  Let's just be nice and say it'll take an average frequency of 50 to really get the response they need.  25,000 total impressions.  $25 campaign. 
On a retainer model where the client is paying the agency $10,000 monthly to handle their business, they're going to look at this and think they just paid a retainer that was 40x the media value.  Ripoff!, says the client.  Or, on the commission model, the agency sees they're going to make at best $5 and says no... Read more