Agency Newsletters

Flash Report - April 4, 2003

This BUSINESS DEVELOPMENT information is for agencyfinder.com Certified Agencies, Agency New Business Executives and agency subscribers. We communicate with registered member-agencies using e-mail.

CONTENTS: 

1. New Business & The War - Mutually Exclusive?
2. One Last Gasp for ROAI
3. Almost Smart, Nice & Fine (work)
4. First Quarter Internet Traffic
5. They Left The Lights On

Good Afternoon,

I say that with some hesitation. Depending on the latest Centcom briefings from abroad, the day can be good or not so good, depending on how you see things. It is clear that our advertising economy is literally "hanging" on words of war. I don't remember that it was at all like this when we went into Afghanistan. Imagine textbook content in the years to come, analyzing and accessing our economy from 9/11 forward.

In the meantime...

NEW BUSINESS & THE WAR - MUTUALLY EXCLUSIVE?

Many agencies question whether it's possible to do new business, to actually get new clients while the war is on. All the sensory feeds tell us people are alternating between "business as usual" and reports from the front. And that's not just at home. How many times did YOU check the NYTimes website today? The networks are getting slammed by CNN and Fox, but at the same time, everyone is engaged in name- calling as it relates to journalistic objectiveness. The press is alive with talk about clients and agencies strategizing the placing and pulling of ads. Enough already!

As long-time agency new business consultants (ad & pr), we can tell you that staying the course (as in hanging on to what you've got) will not necessarily keep you whole. You might argue that if your clients will just continue as they have been, you can adjust to "make ends meet." Problem is that those clients are also looking for ways to "stay the course." So they might elect to cut spending, and if all your clients do just a little of that, you'll have to cut again yourself. And if you think you're alone in seeing things dry up, your clients can set you straight!

If you're relatively new to agency new business,