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Mr. Michael Farmer

The Myth of Overhead Benchmarks

Overhead rates are used by many advertisers in the calculation of agency fees. In many cases, the overhead rates of a client’s agencies are compared...

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Agencies Defend New Business Intellectual Property Rights

The 4A's New Business Committee requested that search consultants consider, as a matter of principle, advocating agency search agreements specifying that the rights to Intellectual...

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Ms. Lorraine Stewart Rojek

Solutions to IP Pitfalls

Here are two actionable business practices to address the IP issue:   A better practice: Non-disclosure agreements are generally exchanged early in an agency review process to...

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Mr. Michael Farmer

Increase Your Revenues By Up to 20% Without Pitching

In this economic environment, where clients are requesting more service for less compensation, "Scope Creep" is an unaffordable drag on agency revenues and a drain...

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Mr. Rich DelCore

P&G’s Sales-Based Compensation & BAL Model: How Can This Strategic Approach Be Applied to Other Agency-Client Relationships?

In a 4A’s Webinar, P&G’s Rich DelCore and Cindy Deihl, along with Saatchi’s Jane Wagner (BAL-IAMS), discussed the expanded P&G sales-based agency compensation approach and the...

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Client Perspectives: Agency Selection Fundamentals That Win Business + Build Relationships

During the 4A's Webinar "Client Perspectives on Agency Search and Selection," four marketers shared their perspectives on business development: Kathy Witsil (Chase Credit Cards) challenged marketers...

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Mr. Richard Roth

An Account Not Lost

The press is full of news on the latest accounts on the move, but seldom do they address accounts that stay married. Not losing an account...

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Ms. Lorraine Stewart Rojek

The Importance of Agency Culture in Tough Times: An Invitation and Question for Agencies

It’s a simple theory that we have held fast to for some time, or some might say even originated within the industry: the notion that...

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Confidentiality of Marketing Services Information

Recent industry tactics have emerged that potentially compromise the confidentiality of media and marketing services information, including media rate information and agency compensation information. To...

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Ms. Joanne Davis

What Is the Cost to Switch Agencies?

After Tom Finneran sent the 4A’s Accounts in Review report, it made me think again about the cost of new business for both the client...

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Mr. Thomas Finneran

The Best of…Top 10 Biz Dev Concepts

The 4A’s has had the good fortune of having a host of industry experts share business development suggestions with our members over the years, and...

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Mr. Robert Moorman

Response to Nancy Hill Re: Getting the Best From Your Agency

I agree with Nancy's Hill's comments that the new business process should be a two-way assessment of capabilities, compatibility and economic expectations. I have a...

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Mr. Mitchell Caplan

Why New Business is Everyone's Business

I was at the recent ANA Conference and (surprise!) found myself at the bar before dinner. Before I knew it, I was surrounded by about...

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Ms. Nancy Hill

Getting the Best From Your Agency

On Oct. 25, I spoke at the ANA’s Agency-Client Forum on the topic of “Getting the Best From Your Agency.” It was an ideal opportunity...

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My Notebook

My Notebook

PR Forum:
24/7 Always On Communications

May 14 | JWT, NYC
The industry’s top journalists, agencies and brand managers will convene for an open conversation about what's going on and what's next.
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NY Seminar:
Strategy For Account Managers

May 15 | NYC
Send your account managers to improve their new business pitches and gain digital strategy insights.
> Learn More

More Seminars & Webinars
Spring 2014 | Nationwide
We have dozens of professional development events scheduled...
> View All Events

Mobile Media Summit Upfront
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