Believe it or not, we’re asked quite often about whether or not holding companies are important to clients in a review process. The truth is many clients ask about, but don't really consider, the holding company when selecting a new agency partner.
An interesting POV came up in one of my meetings last week. An agency shared that they no longer say "the big idea" to refer to the crux of a concept. Their feeling was that big ideas don't have to be "big" anymore. A new logo, a change to packaging, a digital video-- while tactically small-- have all constituted big ideas that drove business results for their clients.
I'm often asked what our marketing clients are focused on, particularly as we near the end of one year and embark on planning for the next.
I just returned from the Mirren Conference, where I was thrilled to facilitate a discussion group on best practices for new business pitches as well as participate in a panel discussion on pay-for-performance compensation models.
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