What does Colleen choose to kick things off: answering an RFP or eating a bucket of hot mayonnaise on a beach?
Colleen talks her background and how her brand/advocacy and travel work led to starting OnWrd & UpWrd.
Starting the firm during COVID.
OnWrd & UpWrd’s point of difference (Execution makes all the difference. )
How The Association 100 impacts the firm and what it is. (A bi-monthly newsletter featuring interviews, videos, and posts sent to 30K associations & nonprofits professionals.)
How Colleen and her team take advantage of conventions and conferences post-pandemic to drive new business and thought leadership.
Advice Colleen would give to other principals on attending conferences today and taking advantage of them for business development.
Her weekly Association Insights videos and how the process works. (Tightly focused on one question association-related, each usually 2-3 minutes.)
Advice to PR/agency principals and new business leaders on creating and keeping up with content.
And one piece of advice Colleen would give to a client/marketer to make their agency relationships more effective.
More about Colleen: She uses her expertise in communications and advocacy, media relations, and video and podcast production to help clients enhance their brand as an industry thought leader.
At OnWrd & UpWrd, she works with clients to secure national and local media coverage, develop strategic communications plans and implement video and digital strategies to set them apart from the competition.
She also serves on the Washington Women in Public Relations Board of Directors and the ASAE Communications Professionals Advisory Council.
Prior to joining OnWrd & UpWrd, Colleen was a Vice President at Curley Company, a DC-based brand and advocacy PR firm.
Before that, she was the Vice President of Communications & Research for the Global Business Travel Association where she led and implemented award-winning PR campaigns, launched a broadcast studio, and provided strategic input for the overall direction of the association.
Colleen’s post we discuss at the end of the interview on principles to apply for effective relationships with an agency https://theassociation100.com/2023/04…
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If you’re interested in financial and local bank marketing, you should watch this episode of Marketer’s Edge.
Signature Bank of Arkansas was established in 2005 by a team of well-respected and experienced local bankers who had the dream of building a bank where decisions were made locally and in the best interests of not only the bank but customers and team members as well.
Why Advertising Agencies Should Watch This Episode-Tori talks:
The void in the banking industry that Signature Bank fills and how they accomplish it.
The biggest challenges in convincing potential banking customers what Signature offers is different and better.
The bank’s newest offering, Banco Si, its origins, and the reasons behind its creation.
Growing up on a rice farm, and how that experience influences her current position.
Her experience working with marketing agencies compared to in-house teams.
Her role at Signature and one of the first challenges she had to overcome.
How her experience in other industries has helped in her current role.
Advice for marketers considering bringing an agency on board for the first time.
If your agency or PR firm is struggling with new business, contact Lee McKnight Jr. at lee@rswus.com for a conversation. That’s our sole focus at RSW/US.
https://www.rswus.com/wp-content/uploads/2023/08/Marketers-Edge-Interview-With-Tori-Bogner-Local-Bank-Marketing.png7201280Lee McKnight Jrhttps://www.rswus.com/wp-content/uploads/2021/09/Updated-RSW-logo-2021.pngLee McKnight Jr2023-08-10 14:51:182023-08-10 14:54:36Marketer’s Edge Interview With Tori Bogner: Local Bank Marketing
We don’t write a lot of book reviews here at RSW, but a recent release from our friend Peter Levitan deserves a post/review.
“How To Build A Kick-Ass Advertising Agency” is a solid work that provides aspiring entrepreneurs and seasoned advertising professionals with invaluable insights and actionable strategies for building a successful advertising agency.
I first met Peter at the Fuel Lines conference in Nashville several years ago and since then, we’ve been in touch, predominantly on business development topics.
If you don’t know Peter, go to his LinkedIn profile to view his bona fides, which include an impressive run at Saatchi & Saatchi.
But on to the book: from the very beginning, Peter’s writing style is engaging and relatable.
He blends personal anecdotes, industry experiences, and practical advice seamlessly, making the book not only informative but also enjoyable to read.
This is not a slog folks, Peter’s passion for the advertising industry shines through, and it is evident that he genuinely wants to help others succeed.
One of the book’s standout features is the, from the beginning, step-by-step approach Peter takes in guiding readers through the agency-building process.
He covers everything from conceptualizing your agency’s unique selling proposition, to hiring the right talent, to building a solid client base.
Each chapter is well-structured, offering clear action points that readers can implement immediately.
The Big Two: Business Development and Client Relationships
One of the most valuable aspects, IMO, of “How To Build A Kick-Ass Advertising Agency” is Peter’s emphasis on two pillars of a successful agency: business development and client relationships/management.
He emphasizes the significance of understanding and addressing clients’ needs, maintaining open communication, and delivering exceptional results-fundamental to building trust and fostering long-lasting partnerships.
And in regards to business development strategies, he provides practical tips for branding, networking, and promoting your agency effectively.
As someone who has experienced the challenges of establishing a business in a dynamic industry, Peter’s advice is not just theoretical; it’s rooted in real-world experiences.
“How To Build A Kick-Ass Advertising Agency” really is a must-read for anyone aspiring to thrive in the advertising industry.
Whether you’re a marketing professional looking to venture into entrepreneurship or an advertising enthusiast eager to understand the mechanics of building a top-tier agency, this book will be an invaluable resource.
I highly recommend it and consider it a real guidebook for building a kick-ass advertising agency.
In episode 5 or our agency interview series, we talk with Corey Morris, an 18-year veteran, achiever, and leader in the digital marketing. SEO, and technology industry and has become a community builder as well, finding great value in helping others succeed.
That applies to his role in leadership of Voltage, in the Kansas City community, and well beyond.
In addition to serving as President & CEO for Voltage, he has served on the global board of directors for SEMPO (now part of DAA), lead the SEMPO Cities program, founded the KC Search Conference, is a VIP contributor to Search Engine Journal, a member of Forbes Communications Council, and recipient of KCDMA marketer of the year.
About Voltage: Voltage is a digital agency partner for expanding your marketing and design capabilities.
Our team has the expertise to create award-winning strategies that change the way you do business, all the while providing a refreshing experience that makes you feel valued and confident in our services.
The Nerdery of SEO
Some key highlights from our interview:
Would you rather: answer an RFP or watch 1991’s Cool As Ice, starring Vanilla Ice, 10 times in a row?
The transformation from Voltage Creative, a full-service creative shop, to what they’ve become today.
The struggle with positioning and dropping the full-service language as the agency evolved.
Voltage’s point of difference?
The purchase of the agency, what it looked like, and the hardest part of the process.
Thought Leadership and how Corey got into writing for Search Engine Land and Search Engine Journal.
Advice to agency principals or new business leaders on creating and keeping up with content –
What AI means for SEO (it won’t die) and what to do about it now.
The strangest/weirdest/oddest thing a client ever did or requested.
And one piece of advice to a client/marketer to make their agency relationships more effective what would it be?
https://www.rswus.com/wp-content/uploads/2023/07/Cut-to-the-Chase-with-Corey-Morris-President-and-CEO-Voltage-Ep.-5-What-AI-means-for-SEO.png8461503Lee McKnight Jrhttps://www.rswus.com/wp-content/uploads/2021/09/Updated-RSW-logo-2021.pngLee McKnight Jr2023-07-12 14:10:262023-07-12 14:10:26Cut to the Chase with Corey Morris, President and CEO, Voltage | Ep. 5-What AI means for SEO
In episode 4 or our agency interview series, we’re with James Rayburn, President and CEO of charlieuniformtango, and we’re talking buying an agency, Punk Rock, and technical difficulties (well. we experience those, but it’s fun.)
This is Cut to the Chase, the RSW/US interview series that delivers brief, but impactful views from ad agency principals on growth strategies and the challenges that come with it in today’s weird, evolving landscape.
James Rayburn joined charlieuniformtango in 2002 as an Assistant Editor at just 22. It turned out to be the perfect way to learn the business, and in 2009, James was promoted to Editor, doing award-winning work for household-name clients like FIAT, Universal Studios and Dr Pepper.
Fast forward to 2019, and James and two of his colleagues, Joey Waldrip and Deedle LaCour, approached Tango founders, Lola Lott and Jack Waldrip, with a plan to buy the company.
In 2021, after a two-year transitional phase, the sale of the company was finalized, and James became the company’s President and CEO.
About charlieuniformtango:
For more than 25 years, charlieuniformtango has been an industry leader in film and postproduction.
The company delivers results across all mediums – from second screen to silver screen.
Its growing roster of international clients includes American Airlines, Abercrombie & Fitch, FIAT, Jeep, Lexus, McDonald’s, Dr Pepper, Ram, H.E.B., Samsung, Susan G. Komen Foundation, and Universal Orlando.
Some key highlights from our interview and buying an agency:
James actually goes with answering an RFP instead of a fork to the hand! 1:26
James talks charlieuniformtango (CUT) and how its evolved with the times 2:41
Starting at CUT at just 22 years old and making his way up the ladder 5:35
Making Filmage: The Story of DESCENDENTS/All, a feature-length documentary about the punk-rock band, The Descendents. Showcasing more than 50 interviews with legends like Dave Grohl (Nirvana, Foo Fighters) and Mark Hopkins (Blink-182), the film won rave reviews – and awards – from festivals around the world. 6:49
Buying an agency-purchasing CUT-was it always the plan? 10:10
The advice James would give to someone considering buying an agency 11:43
James talks the 2-year transitional phase before he, Joey, and Deedle purchased the agency 12:45
The odyssey begins for Lee & James where technical difficulties and a crying baby make things fun-Deedle also makes an appearance (we’ve all been there!) 13:57
James talks the best thing about our industry (advertising) 15:50
https://www.rswus.com/wp-content/uploads/2023/07/Cut-to-the-Chase-with-James-Rayburn-President-CEO-charlieuniformtango-Ep.-4-Buying-an-agency-Punk-Rock-and-technical-difficulties.png8441502Lee McKnight Jrhttps://www.rswus.com/wp-content/uploads/2021/09/Updated-RSW-logo-2021.pngLee McKnight Jr2023-06-21 14:26:022023-07-12 14:27:10Cut to the Chase with James Rayburn, President/CEO, charlieuniformtango | Ep. 4-Buying an agency, Punk Rock, and technical difficulties
Jeff is an entrepreneur with three decades of strategy, growth and marketing experience building and leading teams with an emphasis on innovative marketing enabled by new technology.
If you’re interested in attribution and planning, you should watch this episode of Marketer’s Edge.
Provalytics is the next generation of attribution & planning for a cookieless world.
Provalytics is the best solution for marketing leaders who need proof on what’s working, what’s not and where to place their next bet. It was built for the ambitious marketer who needs to scale without worrying about cookies, privacy, and walled gardens.
Why Advertising Agencies Should Watch This Episode-Jeff talks:
Provalytics and his role is in the organization.
The differences between C3 Metrics and Provalytics.
Tips building your personal brand.
Whether Jeff has used marketing agencies in the past and if so, what services he used them for.
His previous experience as a chiropractor and magician, and how that led him to his current position.
The founding of 1st Approach, a branded entertainment agency focused on convergence of technology and growth marketing where he served GlaxoSmithKline, Kimberly-Clark, Sony BMG, Black & Decker, Forest Labs and more.
Jeff’s work with multi-touch attribution leading to C3 Metrics, a leading multi-touch Attribution platform with clients including JP Morgan, US Bank, Hertz, Nestle, Peapod, Carhartt, Edward Jones and Fender.
Advice he would give to marketers thinking about bringing a new agency on board.
And lastly, if an agency was trying to win business from him, the advice he would give them.
If your agency or PR firm is struggling with new business, contact Lee McKnight Jr. at lee@rswus.com for a conversation. That’s our sole focus at RSW/US.
https://www.rswus.com/wp-content/uploads/2023/06/Marketers-Edge-Interview-With-Jeff-Greenfield-Attribution-and-Planning.png7131262Lee McKnight Jrhttps://www.rswus.com/wp-content/uploads/2021/09/Updated-RSW-logo-2021.pngLee McKnight Jr2023-06-07 10:29:432023-06-07 10:29:43Marketer’s Edge Interview With Jeff Greenfield: Attribution and Planning
If ever there was an authority on cleantech in our industry, Mike Casey is it.
He’s intelligent, passionate and forthright, and he pulls no punches in this interview, episode 3 of Cut to the Chase, the RSW interview series..
Mike is a top U.S. innovator and strategist on cleantech marketing and communications, has presented at more than a dozen major conferences, and writes frequently on clean economy topics at ScalingClean and Renewable Energy World.
Tigercomm is America’s number one marcom and public affairs firm servicing clean economy companies, and as Tigercomm’s founder, he counsels cleantech executives, investors and philanthropists on strategies for meeting their business objectives.
-Hiring a vertically positioned firm: by definition, they should know more than the client. It shouldn’t be a downside. 7:13
-The benefits that come from that vertical positioning and absolute authority in that vertical 14:13
-Mike’s advice to agency principals considering their positioning 18:11
-Content creation and how Mike consistently establishes his, and Tigercomm’s, cleantech authority 20:44
-How Mike handles posting content on LinkedIn and his rule of thumb 25:30
-Mike’s advice to marketers on a sound partnership, and his 3D rule on clients, (and how the team at Tigercomm treats and interacts with each other): avoid at all costs the dramatic, the dishonest, and the dysfunctional 30:22
https://www.rswus.com/wp-content/uploads/2023/06/Cut-to-the-Chase-with-Mike-Casey-President-of-Tigercomm-Ep.-3-Cleantech.png8441498Lee McKnight Jrhttps://www.rswus.com/wp-content/uploads/2021/09/Updated-RSW-logo-2021.pngLee McKnight Jr2023-06-05 15:09:202023-06-05 15:09:20Cut to the Chase with Mike Casey, President of Tigercomm | Ep. 3-Cleantech
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 Chase agency interview series (shameless plug). Those agency owners had alternating views-one steadfastly against, the other open to them.
As a general rule of thumb, we don’t chase RFPs for our agency clients, but there are multiple exceptions.
In her post, Cher gets into what she’s seeing on the business development front, and provides a counterpoint to never, ever doing another one. -Lee McKnight Jr./VP of Sales
It seems my social feeds are starting to bloom with more company posts inviting agencies to participate in their RFPs.
And while some agencies prefer to avoid the RFP process I figured it was a great time to talk about this apparent increase, and the benefits for agencies who choose to participate in them.
Benefits of the RFP process for ad agencies
1. Streamlined Agency Selection Process
One primary reason for the surge in RFP usage is the need for a streamlined agency selection process.
As our world is moving at a faster pace the traditional methods of evaluating potential partners, such as referrals or unsolicited proposals, can be time-consuming and may not yield the desired results.
RFPs provide a systematic approach, enabling organizations to evaluate vendors based on predetermined criteria and compare their proposals side by side, saving time and effort while ensuring a fair and transparent selection process.
2. Enhanced Collaboration and Communication
Another reason they’re becoming more prolific is because they encourage effective collaboration and communication between the company and agency.
When crafting an RFP, the company outlines their specific requirements and expectations providing vendors with clear guidelines to follow.
Additionally, RFPs often involve multiple rounds of questions and answer sessions, enabling agencies to seek clarifications and provide further insights to facilitate a deeper understanding of the project and help establish a solid foundation for a successful partnership.
3. Increased Competition and Competitive Pricing
RFPs also bring increased competition to the market.
The competitive nature of the RFP process encourages agencies to put forth their best proposals, offering innovative solutions, competitive pricing, and value-added services.
4. Transparency and Accountability
In an era where transparency and accountability are paramount, RFPs offer a transparent and accountable procurement process.
By adhering to a standardized evaluation framework, they minimize bias and ensure fair treatment for all vendors.
This transparency fosters trust and strengthens business relationships, providing a solid foundation for successful partnerships.
As businesses strive for efficiency and improved outcomes, RFPs offer a structured approach to procure goods and services, allowing organizations to identify the most suitable partners.
By embracing RFPs, businesses can maximize their chances of securing quality solutions, establishing long-lasting partnerships, and driving overall success.
I get asked this question a lot. The biggest reason most agencies want to avoid the RFP process is the time and resources required to prepare a comprehensive and compelling proposal.
In order to craft a winning RFP agencies must allocate significant time and effort to research, strategy development, and proposal writing, diverting resources from ongoing client work.
So why should you participate in the RFP process?
Show Off Those Skills
Participating in RFPs can bring several benefits for agencies. First and foremost, it provides an opportunity to showcase their expertise, capabilities, and creativity to potential clients. RFPs allow agencies to present their ideas, strategies, and solutions in a structured manner, highlighting their unique selling propositions.
Learn Some Things
Moreover, the RFP process can also be a valuable learning experience for agencies. It prompts them to thoroughly analyze client requirements, conduct in-depth research, and develop tailored proposals. These efforts can contribute to honing their skills, expanding their knowledge base, and improving their overall service delivery. Additionally, agencies can gain insights into industry trends, market demands, and competitive landscapes through the RFP process, allowing them to refine their offerings and stay ahead of the curve.
Winner Winner Chicken Dinner
Winning an RFP can lead to lucrative contracts and long-term partnerships, boosting an agency’s reputation and revenue.
I Always Feel Like Somebody’s Watching Me
You never know who is sitting in on these proposal reviews. I’ve had a few agencies not win business with their submitted RFP for the company who released it, but they did win business with another company or brand under that umbrella that saw their RFP during that process and learned they would be a good fit for them.
I have also had companies not be happy with the winning agency and relook at the runner ups in the RFP process to give them an opportunity.
Repurpose RFPs And Win Some More
Rather than treating an RFP as a one-time document, companies can view it as a valuable resource that holds immense potential.
By carefully analyzing past RFPs, businesses can identify recurring needs, emerging trends, or common challenges faced by prospective clients.
This information can serve as a blueprint for creating future winning RFPs.
A great practice for Agencies to do is create two folders for their submitted RFPs.
One folder for winning RFPs and the other for lost RFPs.
In each folder be sure to categorize them by industry if your agency works with multiple.
Also include the scope of work from the company as well as the submitted RFP.
Not only is this a great way to see why certain RFPs were stars of the show but it allows you to repurpose those carefully thought out, time consuming winning masterpieces for future RFPs.
Doing those simple steps in the beginning can save you a lot of time in preparing future RFPs so you don’t have to pull resources and time away from ongoing client work.
It Never Hurts To Ask
I encourage my agencies to ask for the winning proposal.
Seeing the competition and why their proposal was selected will help you better understand what to do on future RFPs and keep you ahead of the game.
Balance opportunity and risk
While there are many benefits of agencies participating in these rise of RFPs you must balance opportunity and risk.
On one hand, winning an RFP can be a game-changer, opening doors to new clients, projects, and revenue streams.
It can establish an agency’s credibility and position in the market, leading to long-term success.
On the other hand, unsuccessful bids can be disheartening and time-consuming, with no guarantee of compensation for the agency’s efforts.
Agencies should carefully evaluate each RFP opportunity, considering factors such as the client’s reputation, project scope, budget, and alignment with their expertise to determine if it is a strategic move for their business.
All in all, the more you can participate in, the more you will learn, and the more business you could win.
https://www.rswus.com/wp-content/uploads/2023/06/Benefits-of-the-RFP-Process-for-Ad-Agencies-1.png621502Lee McKnight Jrhttps://www.rswus.com/wp-content/uploads/2021/09/Updated-RSW-logo-2021.pngLee McKnight Jr2023-06-01 13:01:242023-06-01 13:02:58Benefits of the RFP Process for Ad Agencies
If your ad agency pursues clients in the agriculture industry, you should watch this episode of Marketer’s Edge.
Alforex Seeds is more than a seed company.
It represents the culmination of 100+ years of innovation and focus, combining the legacies, the products and the R&D strength of longtime leaders in alfalfa and forages.
Alforex incorporates heritage, innovation and focus to provide you a new perspective on alfalfa and forage crops; perspective to help you get more from your acres and find out how good you can really be.
Alfalfa and forage are what they do best because that’s all they do.
Why Advertising Agencies Should Watch This Episode-Doug talks:
The “Agriculture’s Brighter Side Video Contest” launched by Alforex Seeds back in 2021
How the sales portion of his job informs the marketing side
The varied marketing assets they create for the sales team
Hie experience working with different marketing agencies
Advantages of using an agency vs an in-house team
What kind of company Alforex Seeds is and the marketing challenges they face
His 30 years in the industry, the biggest changes and how those changes have influenced the way he markets
How Doug differentiates Alforex Seeds from other competitors
What value manufacturers (like Alforex) need to provide to farmers
How he builds awareness for both farmers and dealer-distributors
What kind of content they most often post
What role influencers play in this specific space
How important branding is to both farmers and dealer-distributors
The importance of category experience when searching for a marketing agency in the agriculture industry
Advice he would give to marketers thinking about bringing a new agency on board.
And lastly, if an agency was trying to win business from him, the advice he would give them.
If your agency or PR firm is struggling with new business, contact Lee McKnight Jr. at lee@rswus.com for a conversation. That’s our sole focus at RSW/US.
This is the second episode of Cut to the Chase, featuring Kelly Callahan-Poe, President of Williams Whittle, full service ad agency in DC.
Cut to the Chase is the RSW/US interview series that delivers brief, but impactful views from ad agency principals and business development leaders on growth strategies and the challenges that come with them in today’s weird, evolving landscape.
Williams Whittle is a full service ad agency that works with nonprofits and forward-thinking companies dedicated to making a positive impact.
A good read can challenge, inspire and motivate you. We have some avid readers on the Williams Whittle team who are often sharing tidbits from their latest page-turner to inspire us inside and outside of the office. So, we thought we would share our favorites with you! Welcome to the WW Book Club!
If your agency or PR firm is struggling with new business, contact Lee McKnight Jr. at lee@rswus.com for a conversation. That’s our sole focus at RSW/US.
https://www.rswus.com/wp-content/uploads/2023/05/Cut-to-the-Chase-with-Kelly-Callahan-Poe-President-of-Williams-Whittle-Ep.-2.png311558Lee McKnight Jrhttps://www.rswus.com/wp-content/uploads/2021/09/Updated-RSW-logo-2021.pngLee McKnight Jr2023-05-24 10:10:072023-05-24 10:12:33Cut to the Chase with Kelly Callahan-Poe, President of Williams Whittle-Full Service Ad Agency | Ep. 2
