Blog Posts

What if Your Agency Really Practiced Branding?

Written by ChuckMeyst2015 on . Posted in Blog Posts, Business Development

Real branding (let me repeat – Real Branding) may be a partial answer to what ails some agencies. Specifically, the downfall and demise of agencies like D’Arcy, Bates, Earle Palmer Brown, Hample/Stefanides, HDC, BaylessCronin and some other twenty-two more U.S. ad agencies begs the question – how can agencies with great client rosters simply slip away, or be disassembled and distributed as piece-parts? How can their peers or an admiring public let that happen?

But what even suggests that peers or the public have any idea who does what and when? If the public did know, might it be less likely that a great Brand (agency) could simply be put to rest without cries of complaint and alarm? We kicked this topic around before -based on feedback since, we’ve had conversations with agencies AND clients – to ask what might happen if agencies really did brand themselves.

Imagine if your agency were to “sign & brand” every ad you produced. Translated – a small but visible agency mark, logo and credit line (or voiceover), similar to a photographer’s or illustrator’s credit line that states “Proudly produced by X Agency, Chicago, IL”. As best we’ve come to know, it’s not being done by anyone.

Agencies generally remark – “clients wouldn’t allow it”, or “clients wouldn’t pick up the tab”. Yet photographers and illustrators have been doing it for years, and not because they work without payment. Publishers pay and allow it; why can’t clients? Is it just a question of asking permission? On the pay-for-it issue, if there’s value, an agency should be happy to pay for their pro-rata portion, or reduce production costs accordingly. After all, that’s positive exposure and an investment in new business development.

When we discussed this with clients, they weren’t put off as agencies thought they might be. Some were quick to see the merits. This could be a quid-pro-quo thing. Many consumers (and industry peers) are passionate about who does what work (for example, stay behind in the theatre to witness those who remain to study credits).

Consider an extreme analogy – imagine if an agency of some renown (a you-know-who) that wouldn’t normally, did work for a regional men’s fashion chain and marked or branded that work. What might “those in the know” think about the connection or the implied endorsement? If the consumer didn’t recognize the agency brand (regardless of size), a quick Internet search would be educational. And that grand agency brand might have complimented the client. Likewise, a great client brand could compliment an agency.

When chatting this around, the topic of copyright also comes up. But we’ve touched on enough for now – it’s time to move on. However, your thoughts are welcome, AND, if you already do this, are you willing to tell us (and others) about it?

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Advertisers – Do You Really Want to Hire a Digital Agency?

Written by ChuckMeyst2015 on . Posted in Agency Search Tips, Blog Posts

It begs the question – what is a digital agency? A reasonable definition says a digital agency focuses primarily on marketing your business, products and services in the digital world. This is done through website design and development, search engine optimization (SEO), search engine marketing (SEM), content marketing, paid online advertising, social media, email marketing and other digital services.

Note the absence of television, radio, magazine, newspaper, Out-of-home, and direct mail. If you search for a “digital agency” you may well find candidates as first described. But if you want to explore any of the media alternatives starting with television, a truly “digital agency” is not for you. However, the more established traditional agencies that were quick to gravitate to the inclusion of digital technologies didn’t abandon their more fundamental tried and true counterparts. Those firms can be found using terms like integrated marketing communications firms, marketing firms, or just plain old ad agencies. Here at AgencyFinder, we offer advertising, branding & design, digital & interactive, direct marketing, integrated marketing communications, media planning & buying, public relations and sales promotion. But likewise, when you speak with those, be sure to check to make sure they can include the latest in digital technologies. Overall, when speaking to candidate agencies, be sure to learn if their menu will include all the options you want to consider. Search here if you like: https://www.agencyfinder.com/define-your-ideal-agency-for-us/

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Are We Still Doing Hacks? Yes or No, Here’s Two for Telephone Outreach

Written by ChuckMeyst2015 on . Posted in Blog Posts, Business Development

New Business- if you expect to make any progress, you Must Connect!  In trying to reach a pivotal player such as the CMO, you sent an email to warm things up. But was it delivered? Was it read? Now you’re dialing the phone you found in the data file. Is that the direct land line, cell phone or company cover phone? Does it ring to voicemail? One trick there is to ask for “Agent.” That’s code for Operator. Your question now is – I’m trying to reach he/she. Do you know if he/she is in today? If you hear “out, vacation, ill, family emergency” lay off for a while.

However, after three or four futile attempts it’s time to sleuth! Make note of the extension dialing codes (i.e. 2, 3, 4-digits) and punch in random extensions. When someone finally answers, ask for that CMO by name, as if you were expecting them to be the answering party. The party should say ‘this isn’t so and so,’ then ask to be transferred. If the internal phone system uses Caller ID, that call will show as an inside or “allowed” call.  Bingo! CMO on the line.

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No Bones About It – Why This is the Right Time to Hire a New Marketing Firm

Written by ChuckMeyst2015 on . Posted in Agency Search Tips, Blog Posts

Ask yourself – is your current agency or in-house group providing creative and tactical ideas for developing relevant online content right now while the country is again being disrupted; by inflation, throngs of illegals breaching our southern borders, the SCOTUS protests and the unbridled spending on the Ukrainian war? Are they thinking about how to use this time to help you creatively drive engagement, traffic or calls to your business? If your business has lost internal marketing support is your agency stepping up to fill in those gaps? Regardless of the challenges we all face, there are ways to continue to market and promote a brand. Finding the right PR, digital or marketing agency can transform these challenges into opportunities.

  COVID-19 gave us plenty of time to think. If you have anything to do with marketing, that disruption likely caused a lot of indecision. Hiring a marketing, digital or PR partner is about identifying the right agency and talent that understands your industry and how to mitigate the uncertainty of that pandemic and now the new disruptions. And it never ends! They must have a firm understanding of what it takes to continue building brand awareness and sales. If you have an agency or in-house department that is not pulling their weight, use this time wisely to consider searching for a new partner.

Your Criteria
There’s the temptation to search for an agency “type.” As in digital, experiential, direct, integrated, public relations and so on. Don’t start with type. Start with experience. Does this agency have relevant experience in your industry, do they understand the nuances and personalities of the people you are targeting? Do they have the right type of talent, experience and background that brings fresh thinking? Are they equipped to work remotely with your company and team to turn projects around on budget and deadline? Are they willing to share meaningful insights that can help accelerate the growth of your brand?  Are they the right size, fit, responsiveness and willing to do what it takes to ensure the seamless execution and implementation of any marketing challenge?

Your Search
In the final analysis, many options exist for identifying a new marketing partner. Many of which are impersonal and lack the insights, details and information necessary to make a good decision. For over 20 years we’ve been connecting marketers and advertisers with agencies and agencies with new clients. We provide an elegantly curated, powerful, complimentary and efficient, platform to identify and evaluate agencies. The combination of an on-board search engine and extensive agency-produced profiles allows for identifying and targeting the most appropriate candidates.

So is this the right time to hire a new marketing firm? See for yourself. Maybe the perfect agency is just waiting to help you through these uncertain times. And the recent turn of events with Roe vs Raid driving new protests leading to another unheard of challenge. Search a bit, take a look – you have nothing to lose and you may be surprised at what you find!

Workers are suing their bosses to get their work-from-home costs reimbursed

Written by ChuckMeyst2015 on . Posted in Blog Posts, Business Development

In the more than two years since the pandemic shut down many offices, white-collar employees across the country have been forced to set up desks in cluttered kitchens and cramped bedrooms, reinventing how to work, day in day out, on the fly.

New social codes developed between employees and employers, perhaps changing the nature of work irrevocably.

Another consequence of the mass relocation of office workers: A rise in employee lawsuits demanding reimbursement for expenses incurred while working from home during the pandemic.

“We have tons of these in the pipeline,” said Jacob Whitehead, an attorney who has filed about 20 class-action lawsuits over business expenses demanded by employees.

Home expenses such as telephone and internet fees, extra energy to heat or cool a house and office supplies can add up to $50 to $200 a month per employee, according to more than a dozen lawsuits examined by The Times.

If expenses were incurred during the entire duration of the pandemic, that could add up to as much as $5,000 for every worker. Some lawsuits are also demanding payment for the potential revenue employees could have collected had they rented out their home office instead of using it for work.

“This is one of those pandemic-related issues that rose very suddenly,” said Craig Ackermann, a Los Angeles attorney who has filed about 25 lawsuits to collect unreimbursed business expenses from employers. About half of those lawsuits have been settled, he said.

One of Whitehead’s clients, Troy Seppala, a former refinance sales trainer, was among several employees of Better Mortgage Corp. who filed a lawsuit in March 2022 against the mortgage company.

In the lawsuit, he claimed that after he was ordered to work from home, starting in March 2020, he had to foot the bill for work expenses, including his internet use, extra electricity and use of his personal laptop and cellphone, at a total cost of “several thousands of dollars.”

Seppala was laid off from Better Mortgage in December of 2021, part of a mass layoff that was executed during a Zoom meeting, and is still looking for work. Better Mortgage did not respond to emails seeking comment on the case.

The company had previously paid for snacks and lunch each day for employees who worked in the office — perks that were eliminated when Seppala and other staff members were ordered to work from home.

The tech industry, including companies large and small that offer free meals, dry cleaning and other services meant to improve employees’ lives, has faced strong criticism from workers after cutting such perks during the pandemic. Meta, the parent company of Facebook, got pushback from employees last month after the digital giant cut free services such as laundry and dry cleaning and made changes to the timing of its free dinner service.

 Seppala said it was already difficult to make ends meet in the high-priced Bay Area. Once he found he had to pay for his daily lunch plus the other office expenses, money began to get tight.

“As soon as we started working from home, I realized how much day-to-day money I really had because of how much went toward paying for that stuff,” he said.

Other lawsuits, many of which are still working their way through the court system, have targeted such business giants as Wells Fargo Bank, Liberty Mutual Insurance, Visa, Oracle and Bank of America.

Visa declined to comment on the lawsuit. Representatives for Bank of America, Liberty Mutual and Oracle did not immediately respond to requests for comment.

The companies that are being sued for failing to reimburse their employees for business expenses have, according to Ackermann, argued in court that the pandemic caught them off guard and unprepared to respond.

“They say it is a one-in-a-hundred-year pandemic, what do you expect,” he said. “Still, the law is the law. Do you think the employee should eat the cost?” 

Tiffany Calderon, a treasury service associate at Wells Fargo Bank, filed a lawsuit in August, saying her bosses have failed to reimburse her and other employees for a variety of business expenses since sending them to work from home in March 2020. Those include “internet, phone, personal computer, office equipment (printers, scanners, etc.) office supplies, utility bills, and/or fair value for space used as home office,” according to the lawsuit.

Her attorney, Joshua Haffner, said the expenses have cost Calderon between $100 and $200 a month.

“The cost shouldn’t be shifted to the employees,” he said. “This benefits the business.”

In a statement, Wells Fargo said the bank has given its employees “guidance on how to seek reimbursement for reasonable and necessary expenses resulting from conducting Wells Fargo business at home, such as office supplies and cell phone and internet services, and our policy complies with California law.”

The lawsuits highlight one of the most dramatic changes the pandemic brought to the business world: the widespread transfer of employees from business offices to home offices to help minimize the spread of the coronavirus.

In a poll of nearly 6,000 workers by the Pew Research Center, 71% of those employees with jobs that could be done at home were working from home all or most of the time in the fall of 2020. In contrast, 23% of those workers said they teleworked frequently before the coronavirus outbreak.

Many employees may be conflicted about suing their employer over home business expenses because, despite the added cost, working from home offers many benefits, such as a more flexible schedule and relief from the daily commute.

The legal disputes have arisen because very few employers adopted clear policies about reimbursing workers for work-related expenses at home, according to academics and legal experts.

Federal law does not require that companies pay for expenses incurred by employees working from home, but many states, including California, adopted laws to address the subject long before the pandemic. The California labor commissioner’s office has yet to issue COVID-specific expense reimbursement guidelines.

The state’s labor code is tilted to favor workers. The law requires employers to pay workers for “all necessary expenditures or losses incurred by the employee in direct consequence of the discharge of his or her duties.” The law describes those expenses as “all reasonable costs, including, but not limited to, attorney’s fees incurred by the employee enforcing the rights granted by this section.”

Once workers were sent home en masse, employers were much more likely to pay for home office equipment, such as computers, according to a survey of 10,000 Americans directed by Stanford economics professor Nicholas Bloom. But less than 10% of employers reimbursed workers for costs such as new furniture or internet fees, he said.

“For equipment like laptops, webcams, microphones and a work desk, it is reasonable for an employer to pay for this,” Bloom said. “For more general costs like refurbishing a home office, improved broadband or lunch, that is less common and would depend on a case-by-case basis.”

Some companies have adopted policies to address the cost of the new work normal. Early in the pandemic, several tech companies, including Google and Shopify, announced plans to reimburse employees up to $1,000 for work-from-home equipment.

Google recently announced it was ending its voluntary work-from-home period in the Bay Area and several other locations. The company said it expects most employees to come into the office three days a week and have two days of remote work.

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When Hi-Tech is Too High

Written by ChuckMeyst2015 on . Posted in Blog Posts, Business Development

At some point in every on-line transaction, the buyer wants more information from the seller. In the consumer/retail world, large, robust and expensive websites offer a plethora of options to accomplish that and to fine-tune an order. In the B2B world with large suppliers, they too operate massive hi-tech sites. But in the B2B world of smaller providers, and particularly with marketing firms and their websites, they seldom offer many options to garner more info or to connect.

It falls back to the Contact Us page and information found there. The common fill-in-the-blanks form is offered along with contact options.  Typical unisex email address and telephone. Some offer a contact name. It often then boils down to a call. COVID drove most from office to remote/home locations. And almost without exception to a cellphone. A quick-draw On-Your-Hip communication device.

So how many rings does it take to alert someone to the fact they’re getting a call (on their hip)? Pick a number – 3-4, 5-8, 9-12? 3-4 suggests they want your business or at least your call. 5-8 is starting to push their luck and sounds to some like no one is home. 9-12, if the caller even hangs in for whatever says you’re out of business! Yet the 9-12 version has crept into the marketing new business world and it’s a killer! Worse than that, the Robo operator repeats the number rather than offering a name for whom your message was saved. Too much hi-tech!

For anyone, particularly marketing firms wanting new business, answer that phone in 3-4. (And bosses – call your numbers to see what’s going on)

Call us to test…

The Top 10 Worst US Marketing Firms

Written by ChuckMeyst2015 on . Posted in Agency Search Tips, Blog Posts

Finding and identifying the Best Agencies is relatively easy. But the Worst! That’s an entirely another matter. For the worst, we invited a selection from some of our closest and credentialed colleagues and gave them some homework. They each were to identify 25 agencies of any discipline and collect tabulative information. Type, Size, Age, Category Experience, Services, SMA, Listed Clients, Testimonials (if any), then look and feel of the website. We collected, discussed, pared down and eventually produced the coveted Top 10. With no further ado, here they are:

The Top 10 Worst US Marketing Firms

  • ADSRUS
  • International Marketing IMU
  • Period Collective
  • WhyNot Ltd.
  • Reflection Backers
  • White Papers West
  • Lightning Strikes
  • Jake, Ted & Lew
  • The Principles
  • Desciplinarians

That information was collected, examined again and summarily discarded – for who are we or any one or group to make such judgements. If there’s any indication of greatness or worstness, it’s client comments. Would you be surprised to learn there were no negative client comments?

People gravitate to Top Lists, but by this illustration, Worst or Best is only good for the “Comminglier” who stands to garner coveted traffic. Might we call that  a racket! If you would prefer “perfect-match” agencies, you’ll find them here  – for free!

Agency Business Development During Wartime

Written by ChuckMeyst2015 on . Posted in Blog Posts, Business Development

Dear Chuck,

I’m a new biz guy with a medium-sized agency in the Midwest. If it hasn’t been bad enough for the last two years, now  I (and we) have to look for and capture new clients during the course of a “world war!” And talk about “teasers” – the administration should be congratulated  for hanging us all out there, wondering when Russia will invade Ukraine. With today’s marvelous International news reporting, there’s no way to isolate us (me and my prospects) from what’s happening and when our economy will take the hit. And should we think clients aren’t meant to moderate their marketing and advertising accordingly? Silly not to. So how can I push when they are wanting to pull?

Dear Pusher,

I too am wondering where our fickle economy will head next. Although many may choose to bury their heads in the sand, there will always be the forward thinkers who will push on. Now’s the time to practice what “selective prospecting” is all about. You probably already have a list of potential candidates (if not, now’s the time) but now classify them according to: 1. Critical; 2. Essential; 3. Optional; 4. No! In other words, pursue those that will be critical, then Essential during war . Itime. Companies with frivolous products and services are less likely to survive themselves. Don’t let those mess up your agency’s and your future. ! Help is Here.

Are you the biggest barrier to your agency’s growth?

Written by ChuckMeyst2015 on . Posted in Blog Posts, Business Development

Guest Author Drew McLellan, CEO at AMI  

Written to the boss. However…

You want to scale the agency. You want to spend more time on new business. You want to be able to take a vacation and not check email. But you’re too caught in the weeds of client work to do any of that.

The subject line of this message is not a rhetorical question. Most agency owners and leaders ARE a bottleneck for the team. Which is one of the biggest barriers to their agency’s growth.

Why are you the bottleneck and why can’t you get out of the weeds?

It’s one or more of these reasons:

  • You’re doing work that isn’t really your job but no one else can do it as well as you do
  • The project/issue is thorny and no one else feels confident to step in and tackle it (even if they can)
  • You won’t let go (I know…not you, but other agency owners)
  • You don’t know how to teach your team how to do what you do
  • It’s comforting to do work you’ve been doing for years and can do without breaking a sweat…it feels good and it’s fun for you (so you hoard the work…again, not you but others)

What is the downside?

  • Your team is frustrated because they’re waiting on you but won’t speak up
  • Your billable rate wasn’t factored into the estimate so you’re tanking your profits
  • You aren’t actually growing your team so they’re more valuable and capable
  • You aren’t doing your actual job

The ONLY way to solve this problem is to train and trust your team to do the work you hired them to do (or hire someone if you have a gap). And then you actually have to let them do it.

What does that look like?

  • You set up regular mentoring/training meetings and coach your team
  • You let us (or someone else) train them at live workshops like our RE:Think Innovation/Big ideas workshop in February or our AE bootcamps (advanced in June and entry level in August)
  • You do some team learning/training with on demand courses (AMI has some, LinkedIn, Market Motive, etc.)
  • You just stop doing the work and let them flounder around until they get it right (how many of us learned through baptism by fire)

So…how are you going to solve this problem? Or are you content to be stuck? If you can solve this in 2022, you’ll never look back.

Keep Your Eyes on Your Clients

Written by ChuckMeyst2015 on . Posted in Blog Posts, Business Development

Guest Author Drew McLellan, CEO at AMI  

A couple of weeks ago in the newsletter, I spoke of vigilance and how difficult it is to maintain through the great holiday hibernation. I promised that we’d think through some of the most vital areas for us to stay on guard while we welcome the winter holidays.

This week, I want us to be thoughtful about how we can stay vigilant when it comes to our team members. Here are safe assumptions to, at the very least, verify with your employees this time of year

  • They’re tired
  • They’re pretty confident, given how hard they worked, that the company has had a fruitful year
  • They’re being recruited by your competitors with promises of more money and better perks
  • They feel as though they haven’t had a significant raise or bonus in awhile
  • They’re important to your organization
  • They know you’re having trouble recruiting or hiring talent right now

Assuming much, if not all, of that is true how do you protect your relationship with your team? During this critical juncture, especially if you’re swamped this month or they’re taking a lot of time off for the holidays, you need to make sure you’re communicating with them.

Drew points the way

Acknowledge their efforts: I suspect most people go right to pay increases and bonuses when they read that subhead but that’s actually not what I meant. If your people deserve a raise or bonus and you can afford to give it to them, by all means, do so. They’ve earned it.

What I’m talking about is recognizing their contributions and thanking them in a significant way. It might be taking them to lunch and telling them how much you appreciate their efforts. Or you might write a handwritten thank you note. You could create awards and present them at your all team meeting. Do what fits with your culture. But your folks need some appreciation.

Give them something to be excited about in 2022: Another great way to connect and appreciate your team members is to share your vision of the future with them. Describe where the company is going, how you’re going to impact the lives of your customers and employees, and invite your team to participate.

This is your chance to let them really see what’s possible. It will cook in the back of their brains all through the holidays and don’t be surprised if they have some incredible ideas for you when 2022 rolls around.

Offer to help them grow: The number one item on any employee’s wish list is help getting even better at their job so they can contribute more and earn more as a result.

Share with your crew your plans for their professional development. It might be more mentorship with you. It could be an online course or an in-person workshop. You might consider a lunch and learn format, so that everyone benefits from a single effort. Any employee worth keeping wants to keep adding to their repertoire so why not invest in them as a sign of appreciation, a retention tool, and a way to delight your clients?

In addition to you coming up with ideas, ask them for theirs. What would make them better at their job? This is also an insightful way to see who takes you up on these opportunities versus those who avoid continuing to further their skills and knowledge.

Be sure that your team feels seen, heard, and appreciated this holiday season. Be clear that 2022 is going to be filled with opportunities that you want to share with them. But first, you want them to rest well during the holidays, so they come back refreshed and ready to take 2022 by storm!

Thanks Drew.

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