A Revolutionary Time for Ad Agency New Business
History is in the making with the socialization of media and
information. This is our Industrial Revolution.
A Communications Revolution.
This revolution is already impacting ad agency new business practices.
There is definitely a revolution taking place in the way agency new
business is acquired. The new business paradigm shift that is taking
place requires agencies to position themselves where they can be found
by their prospective clients. This will require the use and greater
dependence upon Web 2.0 tools.
Agencies must practice what they preach and participate in the use of
these tools for themselves to have credibility. They also will be forced
to identify their best target audience and be positioned as having the
kind of expertise and leadership that makes them irresistibly appealing.
In this new era of agency new business prospective clients will actually
let you know when they are ready to engage by initiating the call. And
when they call, the conversation is a longer way down the road. They are
ready to do business. You won't have to woo them.
In any revolution you have those that are sitting on the sidelines
waiting to see what is going to happen. You have those that are
followers. But then you have those thought provoking leaders out in
front of us all. Brian Solis <http://www.briansolis.com/> , Principal of
FutureWork <http://www.future-works.com/> , an award winning PR and New
Media agency is one of those emerging new leaders. Encouraging his
industry to arise to the challenges of this new era. Brian recently
"Media is experiencing a textbook Darwinian definition of survival of
the fittest ... Media will re-emerge as a more dynamic, nimble, and
In the era of Socialized Media, relationships are the new currency and
participation and collaboration are emerging as the new information
Mainstay brands will persevere, but the cost of their education to learn
how to compete for the future will be great. Some will wait until it's
too late only to awaken to a daunting challenge of creating and earning
presence and relevance in a new economy."
Times are definitely changing and the mood of a large number of small
and midsize agencies is somberness instead of an excitement for this new
media revolution. They haven't kept up with the changes and find
themselves behind in by a lack of knowledge of social media and how to
use it correctly for themselves and for their clients.
My encouragement is to get involved now. Experience it for yourself to
know the many great opportunities it provides. Learn the use of new
media to engage your prospective client community. It takes time and
effort to have a working understanding of this new technology, but you
will be amazed at how quickly it will provide benefits to your agency
and allow you to utilize these new tools for your clients. Experience
truly is the best teacher.
The cost of your education is going to be great but if you don't invest
in your education now it will be costlier later.