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CMOs Plan to Cut Agencies by 1/3: 6 Tactics to Stay Off the Chopping Block
CMOs expect to cut their roster of agencies by 33%—from 7 agencies down to fewer than 5 by 2017. This consolidation stems from the search for better service, more value, and more streamlined agency management.The good news: agencies can use this knowledge to build stronger, lasting relationships with large clients.The…
Michael RynowecerSeptember 28, 2015
Fear as a Differentiator—The BTI Fearsome Foursome
Few law firms embrace fear as a differentiator. Yet corporate counsel do. In fact, corporate counsel identify 4 firms more fearsome than all others—the BTI Fearsome Foursome.Fear is healthy in the right dosage—it helps you stay out of danger. The same can be said for the Fearsome Foursome. Corporate counsel…
Michael RynowecerSeptember 23, 2015
Technology Is Not Killing Advertising. Agencies Are.
It’s easy for agencies to point to the avalanche of all things digital as destroying the dynamic between clients and advertising agencies. In-depth research with over 150 CMOs reveals the digital world isn’t ruining these relationships—agencies are.Agencies have long been subject to—and forced to adapt to—the preferences of consumers and…
Michael RynowecerSeptember 21, 2015
The 8 Habits of Highly Profitable Law Firms
Everyone loves profits. Everyone loves to talk about profits per partner. We will restrain ourselves and not talk about the value of profits per partner as a metric, as hard as it is. Instead, let’s focus on how people stare endlessly at the eye-popping numbers of the top reported firms.…
Michael RynowecerSeptember 16, 2015
Why Clients Always Hire Pigs and Not Chickens
Question: In a bacon and egg breakfast, what’s the difference between the chicken and the pig?Answer: The chicken is involved, but the pig is committed.Most of the time, being called a pig is not a compliment. But if clients think you are a pig, it is the ultimate seal of…
Michael RynowecerSeptember 9, 2015