Lawrence Hotz’s Post

Agencies and Brands Struggle to Define Value in Their Partnerships A recent study by Advertiser Perceptions, commissioned by the 4A's and the Association of National Advertisers reveals a significant challenge in client-agency relationships: defining and measuring value. Only 5% of clients and 10% of agencies have an established corporate definition of value. Matt Kasindorf, Senior VP of Business Intelligence and Insights for the 4A’s pointed out that clients must focus less on short-term costs and consider how agencies can drive value in whatever way the client defines it. “Value is such an opaque word. It’s very hard for folks to get a handle on where to start with it,” said Greg Wright, Senior VP Brand and Media of the Association of National Advertisers. “Hopefully that’s something we’ll be able to work on with the 4A’s and develop.” Read more here: https://bit.ly/4cfTC0e Download the new report: https://bit.ly/4bZ4n7s #Marketing #AgencyLife #ClientAgencyRelationships #Advertising #ANA #4As

🌶 A new study from the Association of National Advertisers and 4A's reveals that agencies and clients often have differing definitions of value. It's crucial to align on what value means in your partnerships. Check out this article for insights from Cost of the Pitch II. #clientrelations #agencylife #marketing #anamarketers #anaafm https://lnkd.in/gcP7hdT9

Looking for a step-by-step guide to smarter agency management? In his article, our Co-Founder and Principal, Bruno Gralpois, shares key strategies to help brand advertisers streamline operations and strengthen agency partnerships! Read the article to uncover the details: https://lnkd.in/g9TdGBnJ #AgencyManagement #BestPractices #PartnershipManagement

Ok, so this is staggering: https://lnkd.in/e5pXQBFF When you have great tools like our own Agency Appraisal Tool and Agency Fee Benchmarking Tool how do clients not have a metric to assess the value they receive from their investment in agencies?! We get lots of referrals from agencies who want to show their value to clients, and from procurement, but it seems there is still a bunch of folk who need convincing! #marketingprocurement #agencyoperations #marketingoperations

The world of advertising is dynamic, and the role of client services is more crucial than ever. By staying adaptable and maintaining clear, proactive communication, teams can navigate these challenges and build lasting client partnerships. #clientservices #advertising #challenges

In B2B, only 5% of your audience are ready to buy right now 🤯 Yet, most B2B marketing budget is directed towards this tiny proportion that is in market. Know as the 95-5 rule. What should you do with the 95% who are not ready to buy? Advertise to them. That way, when they're ready to make a purchasing decision, your brand is front of mind 😎 If you're interested in #B2Bmarketing, this report is gold 👇

BUSINESS OWNERS/MARKETERS: Are you excited about your “Hits”, “Views”, “Impressions”, “Likes”, “Click-Throughs”, “KPI’s”, “CTR”, “CRM”, “Reach”, “Time spent viewing”, etc., etc. etc.? Question: are they converting into “sales” that generate revenue for you? If not, then “you’re ready to call Simonetti: Simonetti Media Consulting”! Today’s advertising marketplace is fragmented; consumers are distracted and your valuable time is loaded with distractions. Simonetti Media Consulting is your partner in bridging the gap between your ad campaign and sales revenue. We can work side by side with your current marketing team or independently View the services we offer at www.simonettimedia.com. If interested, let’s have a conversation. Contact us at simonettimedia@gmail.com or call Jim Simonetti @ 860-268-6379.

You'll be taken seriously at key stakeholder meetings if you start talking in terms of profit, not revenue. What was the ROI on that creative shoot? "We went live with the new creatives and saw x% more contribution profit from customers with this touchpoint in their journey." Where do you feel digital advertising budget needs to be set this quarter? "If we want to generate $x in contribution profit, I have worked backwards and believe the right advertising budget is $y." What was the ROI on this investment in brand? "We tracked brand recognition was up x% for the quarter and contribution profit was also up x% over the same period." Do we have the right inventory on hand? "Yes, I checked and our top 20% of products contributing to 80% of profits are all in stock with an exception of a few lines due in any day now." A small change in the language you use will build your credibility like never before.

“Dive into the numbers and see the real impact of our ad campaigns! 📊 Our results-driven approach has led to remarkable success stories for our clients. From increased brand visibility to skyrocketing sales, our case studies speak volumes about the power of strategic advertising. Let the numbers do the talking and discover how Performance Peak Agency can drive tangible results for your business. #ResultsDriven #SuccessStories #PerformancePeak”

Metrics that serve as good proxies for digital performance get worse when they're widely adopted, because standardizing how value is measured creates a humongous incentive to game the metric. This happened with clicks, impressions, and viewable impressions. Jay is calling out the pattern. Hattip Shailin Dhar for teaching me how to articulate the problem. The solution is to use custom metrics that vary with your business outcomes. ***