You're a marketer needing an agency... it doesn't much matter your size....the complexities of choice exist regardless. The promises of one stop shopping, new media expertise and brilliant work are rampant.
Startups operate differently from companies that have been around for decades. How they operate from the start can make or break the company. What may seem like a few harmless decisions can easily determine the organization's fate.
In the world of advertising, there are two sides -- you are either the agency or you are the client. I've spent my fair share of time on both sides of the fence and have been in the industry long enough to know the relationship dynamic between both sides.
I have lived in China since 1994 and in Shanghai since 1998. When people hear this, the most common reaction is, "You must have seen huge changes." I respond, "Perhaps not quite as much as you might expect."
Instead of focus groups, we're letting relationships drive our research. If you want someone to tell you what she really thinks about how she looks and how she feels about getting older--or anything else that matters--you need to get to know her first.
What does it take to fuel a growing digital agency and be successful with a compelling digital offering? My answers have little to do with digital per se, and more to do with sound management principles and common sense.
Who owns Agency ideas presented in a pitch... the prospective Client, or the Agency? As an industry, we aren't doing ourselves any favors by not recognizing and abiding by a single industry position on the matter.