Do Retainer or Project Clients Build an Agency’s New Business Pipeline?
What's the right mix?
Ad agency clients regularly ask us this question, "What's the best mix of retainer vs. project work?" I think the answer can determine how successful you are at creating a sustainable new
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If you don’t know where you’re going, how do you know when you’ve got there? Knowing who your key targets are, and how best to communicate with them is crucial. Formulating the right strategy from the outset – with input from an objective outsider – is effective and sensible.
The K.I.S.S. principle, “keep it simple stupid” is a great maxim to remember when developing a new business program for small to mid-size ad agencies, digital shops and PR firms.
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