Embed Size (px)
Citation preview
Building a Great Agency in Today’s
Competitive Market
Leadership Secrets of the Most Successful Agency CEOs
The Rosenberg Group Inc.
480-538-1613
The Rosenberg Group Inc.
• My background– 30 years in the agency business– Large, mid-size, small agency
background– President and CEO of C&W for 8 years– Two years as a recruiter– Started my own agency– Rediscovered my vision
The Rosenberg Group Inc.
• Advise/coach owners and top management of small to mid-size PR firms on how to build a better firm– Strategic planning– Business development – Visioning– Client feedback– Account reviews– Mergers and acquisitions– Exit strategies
The Rosenberg Group Inc.
• Coach senior managers on becoming better account leaders
• Coach individuals who are ready to get to the next level
• Write and speak about agency leadership and management
Hallmarks of Great Firms
• Outstanding leadership• Great people• A coaching culture• Great clients• Results that exceed expectations
Outstanding Leadership
• It starts with you– “If you’re not part of the problem
there is no solution”– Embrace the process of change– What do you need to change about
yourself?– Look at your own attitudes, habits
and beliefs
Change Can Be a Burden
Change Can Also Be a Source of New Thinking and New Ideas
Your World Has Changed – Where Are You Today?• Still running your business the same
way?• Still trying to motivate your
employees the same way?• Rethinking whether the agency
business is really for you? • Tired of overselling and over-
promising?• Re-evaluating your personal needs?
Where Do You Want To Be?
The Mark of a Great Agency Leader: Clarity of Vision• The foundation of a great firm• The way to attract clients and staff• A reason why people stay – or go.• Becomes a filter for all aspects of
your business• Visions help you move from fear-
based thinking to possibility thinking
In the Beginning …
• You had a vision • You spoke about that vision to
everyone you met• You hired your first employee or
found a partner because of that vision
So What Happened to the Vision?• For many it’s long gone• Today’s “vision” is
– Win more business– Keep the business I have– Find top talent– Keep the talent I have– Stay “alive”
So What is a Vision?
“… a short, succinct statement of what the organization intends to become and to achieve at some point in the future, often stated in competitive terms.”
“… a mental image of the possible and desirable future state of the organization.”
So What is a Vision?
“It is almost a philosophy for the company to live by… something complete and against which you can hold up all major business decisions. ”
“… a statement of possibility that defines the primary strategic goal of the organization.”
Visioning Starts with Commitment• “I’ll do it” not “I’ll try”• Make the visioning process as
important as winning the next piece of business
• Understand that without a vision you’re traveling to an unknown destination without a roadmap – and does that make any sense?
Outstanding Leadership
• Create standards of excellence– Make them non-negotiable– Live them yourself – Improves performance and professionalism
• Commit to being great– Make it your personal goal– Take courses, read books, hire a coach– Abhor the status quo – Great leaders build great agencies
Great People
• Hire stars– Self-motivated– Drive excellence– Attract great clients– The alternative is “average”
• Overhaul the performance review process– Orient towards career development– Make it ongoing
Great People
• If recruiting is problem #1 then retention is #2
• Great people need a great environment
• Assess your firm • Commit to making your firm a
great place to work
Create a Coaching Culture
• Sincere desire to help• Managers who “get it”
– Understand their role as coach– Build relationships based on empathy
and support– Earn the right to be listened to
• Prizes the individual but rewards the team
• Coaching starts at the top
Great Clients
• Made not born• Decide what makes great client• Replace bad clients• Meet with client CEOs twice a year• Find your “ideal” clients• Commit to marketing your firm• Establish your POV and make it real
Results that Exceed Client Expectations• Really invest in your client’s business
– Value-added services at no cost!• Agree on expectations and commit to
paper– Consider client report cards
• Make account reviews SOP• Conduct third-party client interviews• Commit to written plans for each client• Establish client development function
Start Planning Your Exit Strategy – Now!• You’ve only got two choices
– Sell or fold– What will they want to buy?– When will you be ready?– What do you need to do now?
Hallmarks of Great Firms
• Outstanding leadership• Great people• A coaching culture• Great clients• Results that exceed expectations
