The Agency Wins More hardware: Telly, Communicator & Jersey Awards.

Agency wins more hardware: Telly's, Communicator and NJ AD Club.

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Award shows are narcissistic, self-serving and expensive. The reality is that we just don't enter them that often. This year we tried a few of the shows and we’re fortunate enough to win something in every category we entered. Audubon Society won a Telly Award and Communicator Award and Ironshore won IMCA award, Communicator and NJ Ad Club. Who knows, maybe we'll enter more shows next year. Or maybe we'll all just blow it on a really fun happy hour knowing that we've helped our clients grow their business.


Audubon Spots

“Mating Ritual”

“Feeding Time”


Ironshore —
“Together is Better” Campaign

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Looney Featured in Forbes – 12 Agency Pros Share Their Favorite Ways To Surprise And Delight Their Clients

Agencies love to wow their clients. A delighted reaction is a sign of a job well-done—and as smart professionals know, delighted clients often give referrals that lead to future opportunities.

If you want to elicit this kind of response from your clients, you’ll have to earn it by going the extra mile. Not sure where to begin? Get inspired by the members of Forbes Agency Council, who share their favorite ways to surprise their prospects and clients below.

1. Anticipate Their Needs

If you’ve been working with a client for any amount of time, you pretty much know how they think and what they need. Anticipate that and also give them an example of what that might look like. For instance, if a client is considering an email campaign for lead generation, create one that is an actual representation of what they might send. - Francine CarbMarkitects, Inc.

2. Share Things That Aren’t On Their Radar

Showing clients that you are always thinking on their behalf (beyond your “scope of work”) exceeds expectations. This means sharing new things that aren’t on their radar, like a speaking gig or public relations opportunity. Sharing industry-specific news that affects marketing programs is also hard-hitting, as it shows that not only do we understand them, we are two steps ahead in our thinking. - Natalie NathansonMagnetude Consulting

3. Focus On The Details

I’ve worked with/for countless agencies that were never concerned with the details. I was shocked by the disorganization, lack of care and utter disregard for the nitty-gritty. Focusing on details is a core pillar of our value proposition, and clients always notice. From emails without typos and properly formatted documents to clean windows and straight gaff tape at events, the details do matter. - Lucas MillerMoment Creative

4. Address Their Goals With A Clear Strategy

It seems simple, but it’s often overlooked. In the strategies we build for new or potential clients, we always address the goals of the campaign. Sometimes clients come to us not knowing exactly what they want from their digital marketing efforts. Providing a clear outline of what we want to achieve and how we will get there shows that we know what we’re doing and have their best interests in mind. - Darian KovacsJelly Digital Marketing & PR

5. Align Your Team

Exploring the reasons your team is making a difference in a customer’s life unites them behind a strong purpose. This provides an organic framework for creating authentic “wows.” When your employees are bought in, they will follow up when it’s least expected, they will work with passion and they will offer the customers solutions they didn’t expect or even realize they needed. - Ahmad KarehTwistlab Marketing

6. Always Overdeliver

Our goal is to always overdeliver. If the customer expects a mood board, then we present it in at least three options. If the customer wants a logo, then we also show it animated. If the customer wants a new page, we will also make sure to complete research of the competitor’s similar feature. Our customer must always remain with the conclusion that they made the best choice. - Ally SpinuUSA Link System

7. Bring Value Without Selling

The best way to surprise and delight your customers is by sharing immense value for free and communicating with them without trying to sell anything. This attitude gives a human touch to the brand and keeps people engaged. Share educational and entertaining content on social media, send them personalized emails, deliver more than they expect—whatever makes them feel appreciated. - Solomon ThimothyOneIMS

8. Leave A Calling Card

As a hero brand and lovers of all things superheroes, when we go to new client meetings, send proposals or partner with someone new, we like to give out small hero-related tokens like LEGO superheroes or a Batman-branded USB. They are memorable and we find people enjoy it, often displaying our gifts on their work desks and thinking of Team KSA when they have a need. - Katie Schibler ConnKSA Marketing + Partnerships

9. Go The Extra Mile

We try to go the extra mile for each and every one of our clients. From bonus social posts during a launch to extra bells and whistles on a new video, we do everything we can to make our clients feel heard, understood and valued. At times, we’ll even develop custom projects beyond our normal scope, giving us an opportunity to innovate while providing a truly unique experience for our customers. - Bernard MayNational Positions

10. Have A Solution For Problems They Haven’t Encountered Yet

We solve the same problems over and over again for clients. But we often discover that certain clients haven’t yet encountered a problem that we know will be on their horizon at a later date. We plant seeds about our counsel before they encounter the problem—which they usually ignore. But then they remember our counsel and want to talk about the solution. That shows we’re thinking about them. - Randy ShattuckThe Shattuck Group

11. Show Them Metrics

Clients like seeing added value, media savings or better return on investment. We just showed a client how to reconfigure their media plan to improve their ROI by 19,000%. That was a fun meeting. I’ve never met a client who didn’t appreciate measurable expertise. I also love the appreciation from a client when we absolutely nail their strategy. That’s always a “wow” from a delighted client. It never gets old. - Sean LooneyLooney Advertising & Branding

12. Do Your Job

Getting a “wow” is as easy as delivering high-quality work, on time and with nuance. The agency-client relationship is a battle of expectations versus reality. When we do our job and do it well, we should be wowing our customers. If not, we aren’t doing our best. - Dan CohenFull Court Press Communications

Source: https://www.forbes.com/sites/forbesagencycouncil/2019/04/29/12-agency-pros-share-their-favorite-ways-to-surprise-and-delight-their-clients/#27e40ccf53df

Looney Featured in Forbes — Don't Believe These 13 Myths About Partnering With An Agency

Any agency professional can tell you that it’s not always easy to onboard new clients, especially those who have never worked with an agency before. If they don’t understand the process of partnering with an agency, they may come into the relationship with unrealistic expectations.

It’s important to dispel any misconceptions your new client may have right from the start so you can set them—and yourself—up for success. That’s why we asked Forbes Agency Council members to debunk some common misconceptions they’ve encountered when working with businesses that are new to agency partnerships. Here’s what they had to say.

1. ‘Results Will Happen Overnight’

There is a misconception that if an agency is retained, then results should be achieved tomorrow. Clients need to understand what it will take from their side for the partnership to be successful. Having the candid conversations early will validate whether this is the right partnership and whether both sides are willing to make the necessary investments to be successful. - Andrew AuIntercept Group

2. ‘Hiring An Agency Will Fix All Our Problems’

The most common misconception is that hiring an agency will fix everything. Often, there can be internal issues that affect marketing effectiveness. I’ve found it important to be as much a management consultant as an agency. Be transparent about what the process is and both parties’ expectations of your engagement. If it’s clear up front, it’s less likely the relationship declines. - Jennifer BarbeeDestination Innovate

3. ‘All Channels Will Start Improving At The Same Pace’

Addressing time-to-impact for different marketing channels is important. Some companies want leads flowing into the pipeline in weeks, which is possible with certain channels, but not with others. For example, the impact of digital advertising like LinkedIn or Google AdWords can take weeks, whereas SEO can take months. Set expectations early—some of the best programs take time. - Natalie NathansonMagnetude Consulting

4. ‘An Agency Will Get Us High-Profile Media Placements’

As a public relations firm, one of the biggest challenges we face with potential clients is a misconception about the type of media that will be interested in them. Most people think they’re primetime-ready; of course, GMA, the TODAY show or Ellen will want to interview them! We address this by educating them on the power of PR and also the work that’s involved for us and them to land their desired placements. - Drew GerberWasabi Publicity, Inc.

5. ‘An Agency Will Threaten Internal Roles’

A successful client-agency partnership is built on communication, trust and respect. Agencies provide expertise from a valuable outside perspective, leading to stronger and more comprehensive strategies. But on the client side, team members may feel threatened if roles are not clearly defined. In partnering with an agency, the client will not sacrifice authority but will, instead, gain support. - Nicole DorskindThirtyThree

6. ‘Our Agency Will Act As A Megaphone’

Often, when a company hasn’t previously worked with an agency, there is a misconception that the agency will simply be a megaphone. That’s not how to get the best results from a strategic agency. Similar to an attorney-client relationship, the client company must share the good, bad and ugly in confidence to empower the agency to give their best recommendations and execution. - Erik ClausenCG Life

7. ‘Earned Media Results Are Guaranteed’

In the world of PR, earned media is gold. And while working with an established PR agency with connections to media can increase the chances of earned exposure, it is never guaranteed. Hiring an agency takes the hustle off the client’s plate — however, that means that they often don’t see all the hard work that goes on behind the scenes at the agency to get earned media coverage. - Darian KovacsJelly Digital Marketing & PR

8. ‘Agencies Can Ask Google To Fix Our Search Rankings’

Many of our new small and midsized business clients think we can call Google to have them take down anything in the search results that they do not like. They also think we can ask Google to reorder the search results if a competitor of lower quality is appearing ahead of them. Explaining Google’s SEO ranking factors and algorithm to many businesses who rely on search ranking can be extremely difficult. - T. MaxwelleMaximize

9. ‘Our Work Is Done Once The Agency Takes Over’

I have found that some clients come in thinking that just because they are now working with an agency, their work is done and we will handle everything from there. Granted, we bring a lot to the table, but in order to have a successful relationship, the client and the agency need to work equally as hard together. - Zachary BinderBell + Ivy

10. ‘An Agency Is Just Another Vendor’

Occasionally we describe our services as “your outsourced director of marketing.” Most clients that see success without an agency are likely marketing in part-time mode, hiring creative production vendors for Web, video, etc. A good agency is not a vendor but a partner brought in to drive marketing full-time, syncing with leadership to write strategy and create sales for conversion and accountable for return on investment. - Patrick NyczNewPoint Marketing

11. ‘The Agency Will Adapt To Our Workplace Culture’

First-time clients will often superimpose their workplace culture onto the agency relationship. A key factor in success for both sides is to recognize that agencies have their own culture. Being open to these differences and talking about them openly at the start or when tension occurs can prevent a disaster down the road. - Dan CohenFull Court Press Communications

12. ‘Every Agency Is A Full-Service Marketing Firm’

The most common misconception we encounter with those new to the agency world and digital is the idea that all agencies are a one-stop shop. Many clients new to this world think that because you do websites really well, you can also do video production for them too, or digital ad buys, etc. It’s an issue that can be overcome with good partners and honest dialogue. - Paul E. BenninghovePhalanx Digital Inc.

13. ‘We Can Launch Right Into The Campaign Without A Clear Strategy’

Most new clients want to launch specific media—digital, TV, radio, etc. They’re more focused on the medium than their actual message or brand strategy. While it’s counter to agency profitability, we’ll always slow the process down and make sure they have a clear, differentiated brand platform before we allow them to waste money on media. It usually leads to great long-term relationships. - Sean LooneyLooney Advertising & Branding

SOURCE: https://www.forbes.com/sites/forbesagencycouncil/2019/04/29/dont-believe-these-13-myths-about-partnering-with-an-agency/#1ad6a0707b86

Looney Published on LinkedIn — To All The "Crazy" Women Out There

I’m sure most of you have seen or at least heard about the Nike spot that aired during the Oscars. If you didn’t, it’s worth viewing today in honor of International Women’s Day.

As a female entrepreneur, an advocate of fitness & wellness, and a mother, this spot really hits home. Powerful footage of badass female athletes flash upon the screen. Competing, sweating, fighting, crying, screaming, winning, leading. And then the powerful words to compliment….

“If we’re emotional, we’re called dramatic. "If we get angry, we’re hysterical, irrational or just being crazy. "So, if they want to call us crazy, fine. Show them what crazy can do”

Wow, they just put it out there. No apologies, no excuses, no shame. But rather pure pride. An idea so big and so inspiring that as a creative storyteller myself, I was filled with such awe (and slight jealousy!)

I was so moved by the spot that it took me a few seconds to come out of my female Zen. And as I looked at my 17 year old daughter athlete, who just committed to play Lacrosse at Stanford, I realized, from that moment on, she would have a totally different perspective of what crazy means.  If anyone was ever to call her crazy, she wouldn’t think it was an insult, but now a compliment. And that she wasn’t alone, but in a community of amazing, strong, smart, and confident women.

Thank you to Wieden & Kennedy for taking this stereotypical label “crazy” and making it a cool badge of honor for me, my daughter and for all women.

Looney Featured in Forbes — In-House Transparency: 13 Pros And Cons Of Full Disclosure

We’re all aware of the importance of transparency in marketing, especially when targeting younger demographics. People want to align not only with your company’s brand, but also your ethos and mission. Lately, the conversation about transparency has turned inward, with some agencies giving their team members full disclosure of the company’s financial well-being, such as revenue, profit and loss, and so on.

We asked 13 members of Forbes Agency Council to share their own transparency experiences, including if they have taken the transparency approach and are still implementing it or if they implemented it and then chose to stop. Read on for the pros and cons of how in-house transparency impacted their business and culture below.

1. There’s No Reason To Hide Profit

“Transparency” is too often a buzzword agencies say, but don’t honor. We are an open book. Every budget we send to clients has a line that says “Agency Profit.” Not only does our team have full disclosure on what we make, but so do our clients. There isn’t a business in the world that doesn’t exist to make money, so why hide it from anyone? Our clients love it, and our employees love it. There’s nothing to hide. - Lucas MillerShop Marketing and Creative Group

2. Open Communication Informs Better Decisions

We have found it important to provide a certain level of transparency to our employees when it comes to our financial success. We set targets at the beginning of the year, communicate them broadly to the employee base and then provide updates on a quarterly basis. This helps get everyone focused on owning the year with us and making decisions in the business from an informed perspective. - Chris CavanaughFreeman

3. Careful Consideration Is Needed

We have yet to implement this, but we’re thinking about it. Younger professionals appreciate openness and function better knowing how they fit into the business model. If finances are tight, the concern is that it may cause panic among good employees to jump ship. However, if profit is strong then it is easier for employees to understand their value and how they fit into that success. - Katie Schibler ConnKSA Marketing + Partnerships

4. Share What The Team Will Benefit From Knowing

We have practiced pretty radical transparency with our finances at times in the past. The result is that team members, particularly younger ones with less work experience, totally freaked out. It added stress to their lives. I’m the business owner, so I’m expected to lose sleep sometimes, but not everyone needs to join me. Now I just let them know what they need to know so there are no surprises. - Scott BaradellIdea Grove

5. Transparency Fosters Trust

Prioritizing transparency and integrity internally leads to growth, both because customers see they can trust you to help grow their business, but also because it leads to more engaged, productive and effective employees. We share our financial goals and progress monthly so that our entire team can rally around them. When everyone is aware, involved and invested it leads to success. - Mary Ann O’BrienOBI Creative

6. Sharing Finances Means Sharing Impact

In 2018 we transitioned to greater financial transparency. We shared revenue and profitability goals at the company and team level. At the six-month update, people seemed gratified to witness the impact their work had made. After the meeting, a junior planner pulled me aside to tell me that seeing the numbers on the page really made her feel that her individual effort had made a big difference. - Joanne McKinneyBurns Group

7. Transparency Goes Two Ways

We subscribe to full transparency and commit to the highest level of trust with the entire team. Giving that level of trust results in getting that same level of trust and respect back. When that kind of trust is inherent to your culture, it’s amazing what you can accomplish. And you can more effectively deal with the challenges when everyone is aware and working together toward the common goal. - Lori PaikinNaviStone®

8. Employees Earn Their Way Inside

We incentivize employees with a 10% net bonus on any new business they personally secure. If they bring in an account they get to see all expenses related to running that business, so when we write them the big year-end bonus check they know the amount is legit. Writing a fat check to someone who deserves it is my favorite thing in this business. - Sean LooneyLooney Advertising & Branding

9. Profits Are Better When Everyone Shares In Them

We are a fully transparent company. I believe it’s one of the reasons we’ve grown so quickly. Our internal mission is to be the best-paying boutique agency for the information technology industry. When everyone knows the revenue and profit targets they can see that when they are hit, they get better pay and it gets us closer to achieving our internal mission. Profits and work quality have never been better. - Giovanni SanguilyTRIdigital Marketing

10. Complete Accountability Fosters Communication And Ownership

When companies make the change and open themselves to complete communication and accountability it changes the way that people communicate as well as the attention that they pay to their jobs. What it means is that there is a complete change in the way that companies relate to employees, and employees act like owners and not like those who simply work there. It is also a way to start a dialog. - Jon JamesIgnited Results

11. Sharing Gets You Rowing In The Same Direction

Sharing financials and company goals is important to ensure everyone is aligned and sets their sights on the same targets. If all don’t have access, you won’t be rowing in the same direction. - Jessica Hawthorne-CastroHAWTHORNE LLC

12. Sharing Opens A Channel To Address Concerns

The executive board hosts a companywide meeting at the beginning of every month to review numbers, goals, problems and successes. During this time of transparency, we talk through any questions or concerns our team may have, providing the response direct from the source and limiting any false speculation. This practice leads to a greater understanding of the business and minimal water cooler talk. - Jason KulpaUE.co

13. Tie Your Company’s Financial Goals To Employee Bonuses

About three years ago we started sharing our financial goals, our profits and our “numbers” as often as possible with our employees. That was a deliberate, and critical, shift. We tied our company’s financial goals to individual employees’ bonuses, so our goals are now their goals. When we win, they win. The result? We’re all moving in the same direction. - Matt MooreOH Partners

SOURCE: https://www.forbes.com/sites/forbesagencycouncil/2019/01/31/in-house-transparency-13-pros-and-cons-of-full-disclosure/#4ab2d175438d

Looney Featured in Forbes — Planning A Publicity Campaign? Here Are Six Things To Consider First

How your business is perceived by the public has a major impact on sales and customer retention. A well-planned public relations campaign can rally brand supporters together and promote a positive public image. However, a poorly executed publicity stunt can destroy your business’ reputation.

If you’re itching to make a PR move in the near future, consider these tips from Forbes Agency Council before you plan and launch your campaign.

1. Ask Yourself If It’s Worth The Risk

Start by asking yourself two questions. What is the overall intent of your publicity stunt? Awareness? Happiness? Shock and awe? This needs to be considered first and foremost. Second, if your “stunt” goes sideways and backfires, is it worth the risk? Not all press is good press, and in the age of social media, a “stunt gone bad” can spread and tarnish your reputation quickly. - Bernard MayNational Positions

2. Make Sure It’s Relevant To Your Brand

A publicity stunt can be costly and would have to fit the company’s budget. One thing to consider before planning a stunt is to plan well and make the stunt relevant to your brand—it has to make sense in context and not be completely misunderstood. - Cagan Sean YukselGRAFX CO.

3. Educate Your Client On What’s Involved

Stunts are live, so you have to prep even more. Most importantly, what’s the client’s appetite for risk? You have to factor in their brand tone and culture and look at all the possible outcomes. In addition to budget to pull off the event, they need proper funds to seed social and PR as well. An educated, vested client is the most important element for a successful publicity stunt or campaign. - Sean LooneyLooney Advertising & Branding

4. Consider All Possible Interpretations

Before embarking on any type of publicity stunt, stop and consider what people might think about it. Could it possibly offend a segment of society? Could it be taken out of context by the public? Bring in a variety of demographics from your company, regardless of title, and ask them what they think about it. They may see something that you don’t. - Rebecca KowalewiczClearbridge Branding Agency

5. Aim For A Solely Positive Outcome

If you want to be viral, it is quite possible. It is very important to ensure that your stunt, whatever it is, will trend and get the attention that you want without any negative connotations. You need to think about your industry and find what it is that you are going to be able to get attention with in a positive way. When you are working through this you will see there are all kinds of options. - Jon JamesIgnited Results

6. Think About The Long-Term Impact On Your Reputation

Make sure your campaign is something that won’t live in perpetuity as your top Google search if things go wrong. Keep your head down and just do good work—don’t get caught up in the noise or whirlwind. - Jessica Hawthorne-CastroHAWTHORNE LLC

SOURCE: https://www.forbes.com/sites/forbesagencycouncil/2019/02/05/planning-a-publicity-campaign-here-are-six-things-to-consider-first/#302c6e931797

Looney Featured in Forbes — Working With Freelancers? Here Are Nine Tips For A Successful Partnership

If you’re searching for help or insight on your business but don’t have the resources to hire full-time staff members, contract employees are a great alternative. This type of work arrangement is on the rise today, and many professionals are even pursuing freelance gigs as their main source of income.

However, hiring contractors requires a bit of homework on your part. The members of Forbes Agency Council are familiar with managing workers in the gig economy and have a few important tips for ensuring a successful partnership. Based on their advice, here’s how you can make sure freelancers and contractors understand the goals of your agency and/or project.

1. Vet Them Thoroughly

Proper vetting is crucial. Ask potential freelancers about their processes, values and vision to ensure that they align with your own. This starts your working relationship off on the right foot. When you have found a close match, send them an example so they have a clear understanding of your goals and what you expect. - Bernard MayNational Positions

2. Show Them Your Passion And Guide Them

It’s all about passion. If the employee is passionate about what they do, they will do their best to try and understand the goals of your agency. The best tip is to truly show them your passion and guide them in the process. No one will completely understand your goal, but the best thing to do is to guide them. - Cagan Sean YukselGRAFX CO.

3. Offer Incentives For Outstanding Performance

Articulating the role, the project and the opportunity for future work and engagement is critical to reinforcement. Get to know your freelancer’s priorities as they perform for you and incentivize them when they exceed your expectations. - Matthew AbenantePorter, LeVay & Rose, Inc.

4. Give Them The Proper Background And Context

Freelancers are totally blind to the client’s preferred tone, goals and personality. We don’t like anyone operating at a deficit at our company. After they sign a non-disclosure agreement, we add as much color as we can to the brief so they understand the details and nuances of each project and brand path. In the end, we get much better work, waste less time and align each talented person more with the team. - Sean LooneyLooney Advertising & Branding

5. Involve Them Early And Frequently

My top tip for working with freelance or contract employees is to involve them early and involve them frequently. Keep the lines of communication open, and give these employees a chance to meet all of the principals of your firm and the client for whom they are working. Having a freelancer meet the client does a better job of vesting him or her in a project while they get to know the personalities. - April Joy RudinThe Rudin Group

6. Follow The Same Hiring Process You Use For Regular Employees

Put the same rigor around hiring freelancers as you would a full-time employee and aim to develop a relationship with them that goes beyond a one-project engagement. Treating them as a part of your team fosters trust and a commitment from them and a better understanding of your business and client needs, and it will yield efficiencies in communication with the rest of your team. - Keri WitmanCleriti

7. Set Clear Expectations

When working with freelancers, it’s important to give them as many details as possible about the project in the beginning. This will not only help set them up for success, but also reduce the back-and-forth, question-and-answer that may happen if it’s unclear what’s expected of them. - Matt BowmanThrive Internet Marketing Agency

8. Over-Communicate

You can’t over-communicate timelines, expectations or needs with freelance and contract employees. Many times, freelance and contract employees are task- and tactics-oriented. Guidelines provide the structure and accountability they need to accomplish specific tasks for projects in which they aren’t responsible for producing the end results associated with overall strategy. - Evangeline SuttonRegenerative Marketing LLC

9. Keep Them Engaged

Often, agencies treat freelance resources as if they live behind a curtain, keeping them at arm’s length from both internal teams and clients. I’ve always taken the opposite approach, with full engagement during assignments and full transparency and involvement with clients. This has driven better work that is far more connected to the overall agency ideas and executions. - Scott ElserDigital Current

SOURCE: https://www.forbes.com/sites/forbesagencycouncil/2019/02/04/working-with-freelancers-here-are-nine-tips-for-a-successful-partnership/#25caa6e156b9

Looney Featured in Forbes – How -- And Where -- To Maximize Your Advertising Dollars In 2019

Advertising usually takes up a large percentage of companies’ budgets each year. To stay relevant, businesses cannot solely rely on what they’ve done in the past; they must also utilize up-and-coming platforms and strategies or risk getting lost in the shuffle. This new year is sure to be no exception, with new advertising tools and platforms trending  throughout the year.

1. Utilize Digital Testing Technology For Higher ROI

We believe that advertising dollars in the coming year are best spent in the digital and social spaces. Google’s machine learning technology allows experts to test more ad variations much faster than ever before. Faster testing leads to faster optimization of ads and, therefore, higher positive return on investment. Social ads also continue to present a huge opportunity with fantastic targeting capabilities. - Bernard MayNational Positions

2. Understand And Adapt To Digital Outlets And Audiences

What we definitely know and understand is that digital and social outlets are not going anywhere anytime soon. At this point, these outlets are bridging the gap between all ages and will continue to dominate the game. Agencies need to understand these outlets and their audience more and adapt these techniques through social and digital media platforms in a more clear and creative way. - Cagan Sean YukselGRAFX CO.

Forbes Agency Council is an invitation-only community for executives in successful public relations, media strategy, creative and advertising agencies. Do I qualify?

3. Take A Holistic Approach

Online and offline need to continue to work together, not apart from each other. Offline still has the largest reach but pushes people to online or brick-and-mortar locations. The key is carefully watching the data and sales to pull the appropriate levers and drive the best consumer engagement and action. - Jessica Hawthorne-CastroHAWTHORNE LLC

4. Start Mapping The Customer Experience

The best investment this year is in tying all of your marketing efforts and measurements together to start mapping and measuring the customer experience (CX). Agencies can start by investing in journey mapping exercises and learning about CX measurement tools. - Greg KihlströmYes& Agency

5. Find And Target Your Relevant Audience

In 2019, I expect clients to continue to invest heavily in digital tactics, including targeted digital display with geotargeting, geofencing and lookalike audiences, as well paid and organic social media placements. Audio buying, including Pandora, i-Heart radio and Spotify, as well as over-the-top streaming video ads, will be hot as well, since they effectively deliver messages to relevant audiences. - Mary Ann O’BrienOBI Creative

6. Choose The Media That’s Best For Your Brand

No one medium is the silver bullet for all ad campaigns. A specialist will always tell you their specialty. Ultimately it depends on the target, strategy, competition and cultural trends. For John Lewis, TV is wildly effective. Nerf and Dude Perfect were great social media partners. We made smart viral reccos for Blue Man experiential. Each brand’s DNA and media choice should always be different. - Sean LooneyLooney Advertising & Branding

Source: https://www.forbes.com/sites/forbesagencycouncil/2019/02/01/how-and-where-to-maximize-your-advertising-dollars-in-2019/#3f9890a02893

Looney Featured in Forbes – How Seven Agency Pros Will Apply The Lessons They Learned in 2018

You know the saying: “New year, new me.” While it might be an overused idiom, there’s some insight behind the phrase, especially when it comes to managing your business.

1. Focusing On The Details

Every year we learn something new and every year we try to improve our strategies within the work sphere. The main thing each agency should do is focus. Focusing on pitches, proposals and work is the key to success. Once the focus aspect drifts, the work will drift as well. - Cagan Sean YukselGRAFX CO.

2. Showing How We’re Different

Customers and clients care about your company culture now more than ever. Often, we talk about culture as being an internal practice, but moving into 2019, we aim to shine a light on the unique culture we’ve built. Showing how we’re different, strategically and culturally, will help us build even greater trust. Come on inside—we’re all family in here! - Bernard MayNational Positions

3. Saying ‘No’ More Often

We’re very polite with all prospects and try to help as many people as we can, but we are going to be more efficient in weeding out those not sophisticated enough to allocate marketing budgets early in the process, who are looking to poach ideas with no real intention of actually hiring a marketing partner, as well as small projects with no real creative potential. We just don’t have the time to waste. Ever. - Sean LooneyLooney Advertising & Branding

4. Staying Ahead Of The Marketing Curve

It is very important for all of the lessons that were learned in 2018 to be applied to marketing. What that means is that I want to make sure that I am staying ahead of the curve and learning all of the new applications as they come to market. I want to make sure that I am staying ahead of the curve and am always involved in learning new ways to be able to communicate with audiences. - Jon JamesIgnited Results

5. Investing In Ourselves

In 2019, we’re committing to investing in ourselves. Thinking it’s acceptable for the “cobbler’s children to have no shoes” only gets you so far. We write, publish, win awards and host events every day to achieve thought leadership for our clients, so a major goal for our firm this year will be to invest that same dedication in our own agency as well. - Leslie LicanoBeyond Fifteen Communications Inc.

6. Taking My Time

I relearned a valuable lesson in 2018, and that is that most decisions don’t have to be made in the moment. Taking a day or longer for many decisions improves the quality and outcome and gives me time to get advice. My natural tendency is to decide and keep moving. Sleeping on most decisions leads to better outcomes. - Don Neal360 Live Media, Inc.

7. Practicing A Value-First Mentality

Companies cannot provide value without making a profit in return. True value is met when two entities exchange equally. Last year we served without carefully measuring our own returns. This year we are creating freedom by growing as much value into our agency as we give out. This isn’t a turn from our long-standing, value-first mentality, but rather a step toward sustainable future value trades. - Evangeline SuttonRegenerative Marketing LLC

Source: https://www.forbes.com/sites/forbesagencycouncil/2019/02/01/how-seven-agency-pros-will-apply-the-lessons-they-learned-in-2018/#db3d3d04641b