Comments on: Ad agency lies: who listens and why http://www.charltonmarketing.com/blog/business-owners/ad-agency-lies-who-listens-and-why.php Charlton Marketing Blog Mon, 01 Nov 2010 05:33:15 -0400 http://wordpress.org/?v=2.8 hourly 1 By: Rob http://www.charltonmarketing.com/blog/business-owners/ad-agency-lies-who-listens-and-why.php/comment-page-1#comment-65 Rob Fri, 01 Jan 2010 00:58:46 +0000 http://www.charltonmarketing.com/blog/?p=137#comment-65 Good observations Ray. I wrote this from the perspective of the advertising business. But, the same principles obviously apply to any number of other kinds of new business presentations. Good observations Ray. I wrote this from the perspective of the advertising business. But, the same principles obviously apply to any number of other kinds of new business presentations.

]]> By: Ray http://www.charltonmarketing.com/blog/business-owners/ad-agency-lies-who-listens-and-why.php/comment-page-1#comment-64 Ray Fri, 01 Jan 2010 00:12:09 +0000 http://www.charltonmarketing.com/blog/?p=137#comment-64 Rob's blog, although aimed at those who hire advertising agencies, hit home hard as it should have for anyone in sales or marketing. As a career marketer, (I like that word better than salesman), I have been known to occasionally embellish my company's products or service capabilities in order to create a distinction and hopefully gain a competitive advantage over my competition. I have learned the hard way that the big issue is living up to ones own claims. Sooner or later one needs to perform to the levels they are attempting to sell their clients. It took a while but today I firmly belive a client relationship based on shared goals and objectives can make the difference between creating a strategic partnership or an adversarial relationship fraught with miscommunication, misunderstanding and missing the boat when it comes to reaching goals. If I were in the Advertising Agency business, I would look closely for my client's intent. In today's challenging economic climate everyone is looking to maximize their advertising dollar. Although this is good business, I would suggest the client examine their intent before buying into a competitor's claims. If the intent is to establish a strategic partnership with their agency of record, there is nothing that cannot be accomplished as goals and objectives are shared. If the intent is to simply go with the low cost bidder, than buyer beware. Rob’s blog, although aimed at those who hire advertising agencies, hit home hard as it should have for anyone in sales or marketing. As a career marketer, (I like that word better than salesman), I have been known to occasionally embellish my company’s products or service capabilities in order to create a distinction and hopefully gain a competitive advantage over my competition. I have learned the hard way that the big issue is living up to ones own claims. Sooner or later one needs to perform to the levels they are attempting to sell their clients.

It took a while but today I firmly belive a client relationship based on shared goals and objectives can make the difference between creating a strategic partnership or an adversarial relationship fraught with miscommunication, misunderstanding and missing the boat when it comes to reaching goals.

If I were in the Advertising Agency business, I would look closely for my client’s intent. In today’s challenging economic climate everyone is looking to maximize their advertising dollar. Although this is good business, I would suggest the client examine their intent before buying into a competitor’s claims. If the intent is to establish a strategic partnership with their agency of record, there is nothing that cannot be accomplished as goals and objectives are shared. If the intent is to simply go with the low cost bidder, than buyer beware.

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