Building a Great Agency in
Today’s
Competitive Market
Leadership Secrets of the Most
Successful Agency CEOs
The Rosenberg Group Inc.
[email protected]
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
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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
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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
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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
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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
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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
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Outstanding leadership
Great people
A coaching culture
Great clients
Results that exceed expectations
The Rosenberg Group Inc.
11778 E. Mariposa Grande Dr.
Scottsdale, AZ
480-993-9275
[email protected]