Whatever happened to client loyalty?

“Whatever happened to client loyalty?” is a cry I hear over and over again from clients in the advertising field: especially from the creative shops that sell to ad agencies: film, music, editing, design and so on. Well, sorry guys, loyalty is not even a relevant concept here. If you give them better than they […]

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You’re still selling – even when you’re working

I have had conversations with two different clients in the last week who were bemoaning the fact that when they get a big job they focus completely on it and are not out selling. But they are missing the beauty of the opportunity. The client that already gives you work is very very likely to […]

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Result: Booked Solid!

Remember the film director from our post in December? He had let his TV commercials business lapse for some years while he wrote and directed a feature (lots of star power, theatrical release, DVDs etc). Now he wanted to get back to doing some advertising work while he was getting more films off the ground. […]

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Pop Quiz

1. What is your company’s most successful piece of communication? 2. Who was it aimed at? 3. What did you want them to do when they received – saw/heard/read/smelled/felt it? 4. Did they? 5. What makes it successful? Now here is the question that really counts: What can be learned from the answers to questions […]

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Pricing tip (thanks to Calvin Klein)

A wonderful and insightful story from Ingrid Sischy’s portrait of Calvin Klein in the latest Vanity Fair. Apparently as a child, Klein used to visit his dad’s grocery store. He noticed that there were grapefruits in two different bins – one lot priced at 29c a pound and one lot priced at 49c a pound. […]

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