5/21/2023 0 Comments Confessions of an advertising man![]() ![]() With an average profit margin of 0.5%, advertising agencies cannot afford clients who drive such a hard bargain that no profit is made on their account. Second, both you and your client must seek a long-term, mutually beneficial relationship. Could it be that no agency can abide them, because they actually need therapy more than they need good advertising? Find out why they are leaving their former agency. So how do you choose your clients? First of all, you must be comfortable working with them, for your relationship will be an intimate one. A first-class agency can afford to be selective because the demand for excellence is always higher than the supply. A basic limiting factor on growth should be your ability to train new staff to handle an account – a process that takes about two years. This means being very picky and gradual when adding new clients. But in the long run, it should aim to cultivate a select number of large key accounts. ![]() In its infancy, an advertising agency must hunt for whatever business it can get. ![]()
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