Thursday, June 26, 2008

Winning Proposition in New Business

There was a good article in yesterday's Ad Age e-newsletter about how small agencies can effectively match up against global firms when competing for new business. The writer -- Phil Johnson of ad shop PJA -- dedicates an equal amount of editorial to assessing competitor weaknesses as he does to playing up his firm's strengths.

My take: always focus on what you as an agency do incredibly well, relating that to what you perceive to be the client's priorities and requirements. At Strategic Communications Group (Strategic), we evaluate many new client opportunities that simply don't line up well with our core competencies.

It's tough to pass on new business. Yet, our experience has taught us that working with the right client at the right time in their maturation leads to great work. And that is a winning proposition for everyone involved.

Know Your Opponent

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