Opening a marketing firm is straightforward in theory: pick a specialism, find clients, deliver work, get paid. In practice, the gap between starting an agency and running a sustainable business is wider than most people expect, and the reasons firms fail have very little to do with marketing ability. The skills that make someone a…
Selecting a content marketing agency comes down to nine factors: strategic alignment, industry experience, content quality, SEO capability, distribution thinking, measurement approach, team structure, commercial transparency, and cultural fit. Get the balance right and you have a partner that moves your business forward. Get it wrong and you have an expensive content production line that…
Lead generation for agencies is structurally different from lead generation for most businesses, and most agencies handle it badly. The core problem is that the people best placed to win new business, senior leaders with credibility, relationships, and commercial instinct, are also the people running client accounts, managing teams, and keeping the lights on. Business…
Starting an advertising firm means building a service business where your inventory walks out the door every evening. The fundamentals are straightforward: register the business, define your offer, land your first client. What takes longer to learn is everything underneath that, the commercial structure, the positioning decisions, the operational habits that determine whether you’re still…
Marketing agency management is the discipline of running an agency as a business, not just as a collection of client projects. That means managing people, process, profitability, and growth simultaneously, often with fewer resources than the work demands and more complexity than the org chart reflects. Most agencies are good at winning work and delivering…
Outsourcing content creation works when you treat it as a production decision, not a strategy shortcut. The brands that get it right use external writers and creators to scale output they have already figured out internally. The ones that struggle hand over the brief, the strategy, and the brand voice at the same time, then…
Outsourcing content writing works when you treat it as a production decision, not a strategy decision. The brands that get the most from external writers are the ones that have already done the hard thinking: what they want to say, who they’re saying it to, and why it matters commercially. The ones that struggle hand…
Omnicom Group is one of the largest advertising holding companies in the world, housing a network of agencies that spans creative, media, PR, healthcare, and precision marketing. If you are a senior marketer evaluating agency partners, understanding how Omnicom is structured, which agencies sit inside it, and how the group model actually works in practice…
Publicis Groupe is one of four global advertising holding companies that collectively control the majority of the world’s major marketing budgets. Headquartered in Paris, it operates a network of agencies spanning creative, media, data, and technology services, structured around a model it calls the “Power of One.” Understanding how Publicis is organised, what it owns,…
Agency pitching is the process of presenting your agency’s capabilities, thinking, and proposed approach to a prospective client in a competitive selection process. Done well, it is one of the most effective ways to win significant new business. Done poorly, it is an expensive, demoralising exercise that burns your best people and produces nothing. Most…
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