Entries by Lee McKnight Jr


Benefits of the RFP Process for Ad Agencies

What Are The Benefits of the RFP Process for Ad Agencies Cher Scholl is a new business director here at RSW, and recently, Cher and I traded emails on the RFP process and the increased amount of RFPs she’s seeing. Interestingly, this topic came up in episodes three and four of our Cut to the […]

Why Do Marketers Review New Ad Agencies?

Why do marketers review new ad agencies? Marketers review new ad agencies because they feel a change is needed, for a variety of reasons, but primarily because: They aren’t happy with strategy or thinking They aren’t happy with the creative Lack of proactivity Agency’s inability to manage or control costs Featuring stats from our 2023 […]


How Do Prospects Find Your Ad Agency?

Prospects find your ad agency a number of ways, but primarily through: Networking Past agency relationships Friends/co-workers Direct ad agency outreach How Do Prospects Find Your Ad Agency? In our 2023 RSW/US New Year Outlook Report, we asked marketers, “how do you most often learn about new agencies?” Unsurprisingly, networking (73%), past agency relationships (67%), […]


Why Should Ad Agencies Specialize?

Ad agencies specialize because it establishes the agency as an expert in a given vertical, or verticals.  92% of marketers say expertise will be very/moderately important when considering new agencies. Specialization also helps establish a strong agency brand, and aids business development efforts by making it easier to find new, desirable clients. Stats below are […]

The Agency/Marketer Chasm: Non-Marketing Spending

We’re creating a series of posts around our recent report, The RSW 2023 New Year Outlook, (which you can download here at no cost), with a focus on non-marketing spending to kick things off. We’ve been releasing this report for well over a decade, and the goal is to provide small and mid-sized agencies and […]


Your Prospects Have Digital Fatigue

Digital fatigue-it’s a thing.  Our inboxes are full to bursting and our eyes glaze over with ubiquitous digital ads.  Forrester Consulting released a study based on insights from 158 business-to-business (B2B) marketing leaders in North America on analog versus digital touchpoints, and although not technically, directly related to your business development efforts, it’s critical you […]