Client profitability - part 2, Loss Leaders

by Sarah Ritchie

There are times when ‘loss’ (low, zero, or negative profit) is the aim rather than a healthy profit. These clients (or projects) are called ‘loss leaders’. When might you want to use a loss-leading tactic in your agency?

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Client profitability - Part 1

by Sarah Ritchie

Having profitable clients and campaigns is what agencies strive toward. Your daily account management decisions will make or break the profitability of your accounts - from quoting to setting price structures and retainers, coordinating internal teams and handling client changes. Remember, if your work is not profitable, you (and your colleagues) won’t have a job (no pressure)!

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Research: pre-testing and post-testing

by Sarah Ritchie

Research activities are typically initiated and conducted by your client, as part of their marketing remit. However, there is another type of research that is advertising-specific and is more likely to be initiated (or at least recommended) by your agency rather than by your client. The two main areas of research that an agency would get involved with are ‘pre-testing’ and ‘post-testing’.

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Making an impact at a client meeting

by Sarah Ritchie

If a client ever invites you along to one of their staff conferences, away days, or internal brand/marketing/sales planning meetings, you should jump at the chance to go. To ensure that you are well-prepared for the event, and have something worthwhile to contribute, you may like to consider using this checklist. 

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Selling creativity

by Sarah Ritchie

When your creative team gives you their concepts, it will be up to you to take those concepts to your client and present them in a manner that does you, your team and your agency justice. This process is well-known as ‘selling the work’ because - quite often - you will need to encourage your client to be brave, take a risk, and do things differently. It could take a hefty dose of salesmanship to get your team’s ideas across the line and ‘close the deal’.

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Maximising revenue from small to medium-sized clients

by Sarah Ritchie

Revenue generation can be a challenge for the account manager who has a smattering of small to medium-sized clients where the work is sporadic and unpredictable, and jobs you thought would come in may not eventuate. When revenue flow is uncertain, you need to become more intentional about increasing the number of projects you work on, increasing revenue, and increasing the profitability of your accounts.

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Sales? No thanks!

by Sarah Ritchie

If we could ask every agency owner whether or not they considered their account managers to be ‘sales’ people, we would likely be surprised at their range of answers.

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Do you know if your clients are happy?

by Sarah Ritchie

Like the Cheshire Cat in Alice in Wonderland, humans have a cunning ability to smile when they are feeling something quite different. How can you uncover what your client truly thinks about your agency and the work you produce?

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Getting in front of your clients

by Sarah Ritchie

All relationships (both business and personal) need nurturing to survive and thrive. The best way to keep your client relationships healthy is to get in front of them on a regular basis and build genuine, business partnerships - but this is often easier said than done.

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QR codes – making them work for you

by Sarah Ritchie

QR codes have been called many things, including ‘pointless’, ‘occasionally useful’, and ‘obsolete’. Love them or hate them they are not dead - yet. Therefore, how could you incorporate a QR code into a campaign to help your client?

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Proof-reading and signing off work - who is responsible? 

by Sarah Ritchie

In the ‘old days’ when proofing was done via hardcopy, clients would often sign on the hard copy to show that they had checked the work and approved for it to go to print (or another promotion channel). There was a clear understanding that they were taking full responsibility for the approval to proceed (because the sign-off form said as much). These days the line of responsibility is not so clear. 

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Analysing campaigns

by Sarah Ritchie

When discussing campaign results with your clients it’s important to give them as much factual and relevant information as possible. One of the more effective and appreciated methods of agency/client reporting is a campaign post-analysis (or a project review) that gets presented at the end of each major project. 

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