The 19th annual Financial Communications Society Portfolio Awards recognized last year’s most creative and innovative financial PR, advertising, collateral, and digital media efforts. More than 450 guests attended the event last Thursday at Terminal 5 in Manhattan.
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An agency is a machine that a client uses to get a result.
Maybe someone at Google, or down on Wall Street, thinks Google is a humungous corporation with many business interests.
Ridiculous!
Google is a wonderful little machine that you use to produce results. Search results, to be precise. If Google wasn’t that first, it would never have become any of those other things.
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Because clients that are really fulfilled — fulfilled as people, professionals and clients too — will become life-long clients. And in turn, recommend us. That’s how we grow. Great Clients, Great Work and Great People.
At DiMassimo Goldstein, we put our values in a document we call “The DIGO Standard.” It doesn’t just hang on the walls and sit on our desks and desktops. We use it every day. People who visit often ask for a copy. Here’s yours, and you didn’t even have to ask.
Account management with a mission.
Account management is the heart of the agency. Here’s why:
Let’s start with the word “agency.” The definition I like is from Webster’s: an agency is a person or thing through which power is exerted or an end is achieved.
It is fashionable today to run away from “agency” and to denigrate it’s meaning. For ourselves, we completely reject every departure from a pure agency model. We are here to be used by others to exert power to achieve worthy ends. We reject any proposal that might detract from our operating as a pure agent. We won’t create a conflict of interest, for example by trying to own intellectual property in our creations for our client. We don’t want to get confused.
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Anyone who wants to get anywhere in the agency business ought to start out in account management.
Though “creative director” has been the title I’ve held for the most years of my career, I owe a good deal of my success to having started out as an assistant account executive.
BBDO Direct. 385 Madison Avenue.
Pepto Bismol was the agency beverage of choice. There were as many ulcers as vice presidents. But I didn’t know enough to be scared. That was piece of luck number one.
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Here is your social media update for the week.
1. Twitter Vines Get Shared 4x More Than Online Video
2. Coke Zero Mother’s Day Twitter Stunt Lets Forgetful Sons Off the Hook
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Here are 7 ways agency people can delimit their own growth.
Why aren’t agencies helping their people to grow and develop?
At DiGo, we’ve been learning a lot lately by interviewing account people by the dozens. While we’ve met some spectacular people, I’m sorry to say that most of these interviews have been just shocking. Too many people come in with limiting attitudes about themselves and their possibilities. Experienced account managers typically don’t even have an understanding the agency business. They don’t get what agencies are here to do. They don’t understand the role we play in our client’s lives and businesses. They view themselves as narrow specialists. They are people in boxes, decades too early.
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Here’s a quick dispatch from the intersection of personal, creative and business growth:
Some folks turn off at the phrase “personal growth” because it sounds like a lot of work. “Hey, I’m OK just as I am!”
But growth is as natural as breathing. It’s what we’re meant to do. Only sometimes we block what’s natural for us, and that takes a lot more work and energy.
Like staying in a job for “security” when we know we’re stultified. Like choosing the “safe” campaign rather than the right one. Like picking colleagues or partners who won’t challenge you.
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