Trending February 2024 # How Phil Schiller Shifted From Marketing Svp To First Apple Fellow # Suggested March 2024 # Top 5 Popular

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The Information has a lengthy Phil Schiller profile, following his shift from head of worldwide marketing to Apple Fellow back in 2023.

Based on interviews with unnamed colleagues, it’s something of a puff piece, but does contain some interesting snippets …

Background

Phil Schiller had long headed up Apple’s marketing, and he also took on the role of PR chief three years ago, following the departure of Steve Dowling. Schiller has additionally had responsibility for the App Store for the past six years.

When it was announced that Schiller was handing over his marketing and PR role to Greg Joswiak, and becoming an Apple Fellow, it was widely assumed that this meant he would be taking a much more back-seat role at the company. This was reinforced by his statement that he would now be able to pursue some personal projects.

However, Apple said at the time that Schiller would continue to lead the App Store, as well as Apple events, and today’s profile suggests that this has proven to be the case in practice as well as on paper.

Phil Schiller profile

The Information:

Schiller is still very much in the thick of the action at Apple, where he continues to put in long hours, according to people familiar with this role. The duties he held on to—overseeing the App Store, Apple’s distribution hub for software designed for devices like the iPhone—has positioned him at the center of the Apple business that is attracting the most scrutiny from antitrust regulators in the U.S. and abroad.

Developers have been portraying Apple as greedy for the hefty cut the company takes from App Store sales and in-app purchases, but the piece claims that Schiller has a record of being willing to leave money on the table when he has felt it’s the right thing to do.

This was said to be the case with App Tracking Transparency.

Of course, some have suggested that this move will actually financially benefit Apple, and even that it was a plot by the company to increase the relative attractiveness of its own ad sales.

The Phil Schiller profile says the exec took a strong line on violent games.

Schiller has taken a cautious approach to promoting violent videogames in the App Store, despite the fact that games now account for roughly 60% of its sales. One of the first changes Schiller made in his new role was to stop featuring these types of games on the App Store’s main tabs, which he worried could put off some users, said four people who worked on the App Store. 

The piece gives the example of the popular game Bully: Anniversary Edition. Previous App Store head Eddy Cue promised heavy promotion of the game, but Schiller disliked its violent nature, and overruled the decision – upsetting Rockstar, whose developers had worked long hours to meet Apple’s deadline.

That stance extended to the way Fortnite was promoted.

For example, the App Store’s main tabs initially couldn’t feature first-person shooter games such as Epic’s Fortnite because of their violent nature. The business management team eventually persuaded Schiller to ease up on the prohibition after agreeing that they wouldn’t include artwork in App Store promotions that featured Fortnite characters pointing guns at each other or at the screen.

This was said to be typical of Schiller, taking a very hands-on approach to the role.

While Cue delegated a lot of responsibilities, Schiller would review every piece of artwork and copy that went on the App Store. He encouraged debates among colleagues to make sure all sides were heard, those people said. And he’s known to respond almost immediately to emails, text messages and phone calls, giving the impression that he works around the clock, the people said.

While other first-person shooter games were subsequently accepted, Apple says that it reviews these with particular care. Schiller also introduced a new policy regarding sensitive times.

Following mass shootings in the US, Schiller’s team often abruptly stops the promotion of first-person shooters or delays their promotion for a week or more, according to four people who worked on the App Store. That policy didn’t exist under Cue.

Another Cue vs. Schiller policy disagreement was on the editorialization of the App Store, creating more of a magazine feel, and less of a simple directory of apps. Cue had dismissed this as a waste of money, but Schiller reversed that decision within a few days of taking on the role.

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Phil Svitek, 360 Creative Coach

Transcript:

Greetings! I am Phil Svitek and it’s my pleasure to help creatives, like you, master mental fortitude because it takes way more than just talent and luck to succeed in the entertainment industry.

Before I begin this lesson, allow me to invite you to subscribe if you haven’t already done so. Doing so will alert you of new lessons that I post. Thank you if you just subscribed.

That’s right. Too often, we focus on the problem from a face value perspective. In order to get to the root of any problem, you need to ask the three whys. Which is exactly what it sounds like. Every time something arises, ask why is that three times in a row.

Here’s an example of it in action from an chúng tôi article:

John Smith (JS) talking to his boss: “I think I need to quit, I really don’t like my job.”

John’s Boss: “Why don’t you like your job?”

JS: “The atmosphere isn’t what it used to be when I started. It feels toxic and I never used to hate showing up for work, but now I do.”

Boss: “Why do you hate showing up for work?”

JS: “The culture that existed when I started working here has changed. It’s just not the same.”

Boss: “Why do think the culture has changed?”

Therein lies the real problem. It’s not that John Smith hates his job, he just dislikes the negativity of the new staffer. Here’s the kicker. Firing Tom is not the answer. At this point one must use the three whys to discover the cause of Tom’s negativity. The boss would need to talk to Tom and try to find out what the issue is. Perhaps it can be fixed in the context of work or perhaps it can’t. But at least it allows Tom the ability and a real chance to resolve what’s wrong and become an asset to the company. If he can’t, then yes, it may be time to consider firing him.

Ricardo Semler, the former CEO of Semco Partners, took this idea even further with his Brazilian company that is best known for its radical form of industrial democracy and corporate re-engineering. Whenever it came to his company, he would employ the use of the three whys in making decisions. He started with questions like “why do we need to wear suits?” or “why do we need to have titles?” and “why do we need set hours?”

Through the process, Ricardo learned there were no real good answers as to why they had any of those rules in place. They didn’t need a dress code. They didn’t need to have official titles and they didn’t need to have set hours. He found that by outlining the principles and goals of the company and letting everyone else work as they pleased towards those, it was a net gain. For example, if it helped someone to call themselves the South American Regional Sales Manager during a business meeting, so be it. If it helped to come into work at 5am to make international calls and sell products instead of at 9am, then perfect. The product was sold. That’s what really mattered, not when they actually worked.

It was radical thinking fully executed and it worked. Best of all, it wasn’t happenstance. The reason why Ricardo’s methods worked is because he defined the bigger picture. People knew the direction they were supposed to be going in and the metrics by which they would be measured against. Rather than sweat the minutia, they propelled the company forward, going from four million in 1982 to two hundred and twelve million by 2003.

That’s great, right? But you may be thinking, how does this apply to me? Well, you too can apply the three whys in your life. Apply it to anything in fact! Doing so really solidifies the reasons as to why you’re doing something. Once you start utilizing this exercise, you’ll begin to be able to identify and work on more things that matter to you. Things that you’re passionate about. Sure, you might ask yourself, why do I have to go to my day job? Well, even with a question like that, you can derive at the answer of: it helps me pay my bills so I can then focus on my creative projects.

So, what I want you to do is write down three separate questions or problems you’ve been dealing with or asking yourself. It could be something like “should I take this new job?” or “what if I spent less time socializing and more time working?” Perhaps it’s “should I move to a different city?”. Maybe “which project should I work on first?” It doesn’t matter. Be as personal and specific as you can get. Then apply the three whys to them. Push yourself to answer each why as best as you can, don’t just phone it in. The better your answers are, the more you’ll have to push yourself to answer with the next “why” better. This exercise is all about examination. More specifically, self examination. This exercise is a tool to help determine what matters to you.

To get philosophical for just a second, I often find we measure life in terms of length. This person lived 80 years. This person lived to 90. Etc. But what about the width of a lifetime? We don’t talk about that. A person can live many years in life, but what’s their imprint, especially to themselves? Are you doing what matters to you? A simple technique such as asking the three whys whenever you can allow you to widen your happiness in present moments. It’s not really like mediation, but it does help shift your perspective and become more in tune with your passions and beliefs.

A few final tips. First off, the number three is arbitrary. Sometimes it might take asking more than three times to get to an answer you’re really seeking. Also, my personal variation of this, is that you can swap out the word why with how. Meaning, let’s say you’re trying to build a new product. Question one by defaults how do I build it? Well, you could do it yourself or get a company to help you. The second question then could be, how do I find companies that can help me? A possible answer is search for manufacturers online. From there, you might be thinking, how do I select the right one? The answer there could be, call them and interview each one.

In the example I just gave, each “how” allows you to focus on a single problem so you don’t overwhelm yourself during the process. It forces you to create bite size pieces you can overcome.

I Survived My First Day Without My Apple Watch

Yesterday I did something I haven’t done before. I forgot to put my Apple Watch on when I left the house for work. That meant being about 14 hours without my watch. over half a day with no wearable notifications, or fitness tracking, or quick replies to messages. For the first time since April 24th, I was Apple Watchless.

And I was kind of pleased.

The reason was that I now had chance to see just how used to the Apple Watch I had become. My failing memory had given me the opportunity to spend a working day away from the Apple Watch to find out just how engrained it was in my daily life, and importantly, whether I would miss it or not.

At first, apart from my initial irritation that I managed to forget to pick it up, I didn’t miss the Apple Watch at all. Before it arrived a month ago, I hadn’t worn a watch in around 8 years so not having one strapped to my arm wasn’t as alien as it might be for some. I suppose that’s how I managed to forget it in the first place, because if I was more used to having a watch on, I might have noticed it was missing sooner. Whatever the ins and outs of the situation, I was facing a day without my Apple Watch, checking my iPhone for notifications like some sort of animal.

Oh the indignity!

Initially, I didn’t really notice that I didn’t have my Apple Watch with me. Sure, I was conscious of the fact that I was pressing the Home button of my iPhone to check the time or for notifications while it sat on the desk, but that was it. The sky didn’t fall in, my arm didn’t fall off, and the world kept on spinning even while my Apple Watch sat on the shelf at home.

But then I started receiving messages and Twitter replies as a couple of conversations sparked. My iPhone started bleeping with alarming regularity and I found myself checking it more often than I really needed to, but I felt compelled to because it was shouting at me. Like a baby crying, it’s impossibly difficult to ignore an iPhone which is so desperate for your attention.

And then I realized that the Apple Watch would have stopped all that. Instead of all the distracting noises and perceived requirement to check notifications, the Apple Watch would have tapped me on the wrist and then gone away, keen to let me finish what I was doing. The Apple Watch is so much better at letting you know that sure, there’s something for you to look at, but you can do it on your own terms. No need to stop everything to find out that someone has sent you a message on Twitter.

There are offshoots of this too. When I was checking notifications on my iPhone, I found myself replying to tweets or messages when I didn’t need to because they could have waited. What’s worse is I then ended up browsing Twitter or tapping a link that took me further away from what I was meant to be doing. People talk about the Apple Watch reducing distractions but it’s true, it really does.

At the end of the day I went home with my initial beliefs confirmed. The Apple Watch is not something any of us need, and not having one isn’t going to ruin your life by any stretch of the imagination. If you do have one though, I’m willing to bet that you’ll feel a little off should you not wear it for a day. You might not be able to quite put your finger on what’s wrong at first, but it will dawn on you soon enough. The Apple Watch has found a little hole in my world and while it’s not going to change lives, just plugging that hole can make a difference.

I’m still not convinced that apps are the Apple Watch’s forte, and that may never change even when “real apps” arrive after WWDC, but if receiving notifications of things happening and then triaging the resulting information sounds like something you do a lot of, then the Apple Watch may just fill a hole for you as well.

If you own an Apple Watch and have worn it every day for a couple of weeks at least, I challenge you to go a day without it and see how you get on. I’m not going to say that people don’t know what they’ve got until it’s gone, but I have a sneaky suspicion most will want to make sure they put their Apple Watch on the next day.

I know I did.

Analysis Of Online Marketing Campaigns Effectiveness From A To Z

We will consider the most important aspects of building a complex analysis system of marketing effectiveness (not only online marketing but also offline) in this article. Also we will highlight the most important points you should consider during your work with incoming data.

Setting business objectives and KPI

The first stage is setting business objectives. You should define your company purposes, divide the company to departments. Below is an example of departments and their goals for an online shop:

Sales

purchases percentage increasing

increasing of products amount in one order

increasing of an average bill of one purchase

Marketing

decreasing of marketing expenses for each purchase

brand awareness increasing

growth of conversion rate – turning visitors into buyers

increasing of repeated purchases amount

increasing of registrations amount

increasing of references amount in the network

Call-Center

increasing of handled calls amount

growth of conversion rate – turning calls into sales

consultancy time reduction

reduction of calls not related to order placing (guarantee, uptime, etc.)

Web Development

higher pages download speed

reduction of downtime of a site

reduction of unavailable pages amount(the 404-th and other)

Search engine optimization

increasing of visits from organic search

increasing of revenue from visitors who come from search engines

etc.

After it, you should define key indicators of efficiency (KPI) (material expression of your business purposes) on the basis of these purposes.

For example, you may use CRM system data to define the amount of purchases; brand search data on Google Analytics and type-in traffic to define brand awareness improvement; the number of “brand” mentions in Twitter during the calendar month to define increasing of references amount in the web, and so on.

As a result, we receive measurable indicators which will help to track the dynamics and understand if we are on the right way.

The result of your work may look like a table containing KPI and methods of KPI getting:

Establishment of a web analytics system

The establishment of a web analytics system is the next step in the effective marketing analysis construction. We recommend using Google Analytics because it is free and easy to operate. It features great functionality to receive almost all necessary data.

The installationof this system consists of two simple steps:

Installation of Google Analytics code (simply adding several code lines to all pages of a site)

Setting of goals tracking. You need to follow your KPI here. For example, if you need to get data about the amount of new buyers and the quantity of goods in one purchase, you should set two goals: “New customer” and “Successful sale”.

Also you should define other reliable data sources (for example, Twitter, keyword research in Wordtracker, call-center software etc.). And it is better not to change ways of data gathering, because it can influence data reliability.

Some tricks that can help to organize tracking of the most common goals:

1) Calls tracking:

You may set up phone numbers depending on traffic sources

Your employee may ask users to perform certain action on a site (to press «Thanks for your call» button,  to press «CTRL+Enter») which will be defined as the purpose «Successful call»

A combined method (If the client names, for example, the product code during the call, a special script is executed automatically on his computer)

3) Tracking registered users. If you want to monitor behavior of registered users you may assign users to “custom variables” in Google Analytics while registering on a site, and then segment these users depending on values of these variables.

Advertising campaigns tracking

Tracking PPC effectiveness

You may track Google AdWords effectiveness by integrating AdWords into Analytics.

Internal mailing, banner placement, Twitter e. t. c.

Links can be marked with the Google URL Builder tool

Оffline campaigns tracking

Creation of marked links with the help of URL builders

Creation of automatic redirection (a user automatically is redirected through the chain)

Correct understanding of indicators

Even well configured web analytics system doesn`t guarantee its effective usage.

We recommend making reports based on business objectives and KPI you defined at the very first stage. It`s better to avoid abstract formulations like «the bounce rate has decreased by 10 %» or «the number of pages viewed by users has doubled». Try to be more specific.

You should always ask yourself “So what does it mean?” If you don`t manage to reach business objectives after 2 or 3 answers to this question, then this indicator doesn’t play any role.

For example:

The bounce rate increased by 10%. So what does it mean?

This causes reduction of page viewed by a visitor by 12%. So what does it mean?

The main goal of web analytics is to identify problems, to suggest ways of their solving and to estimate results.

For example:

The problem is a low number of site visits.

The decision is to try the site search engine optimization.

The analysis of results is a report “Visits from search engines. “Visits amount increased by 56% for the three last months, the income from these visitors increased by ~200.000$ (+59%)

You should pay attention first of all to the next top 10 reports:

Visitors. The report “Map Overlay” allows you to identify the most attractive markets in terms of geography.

For example, we can see that Los Angeles, San Francisco and Denver convert much better than New York, Atlanta or Dallas.

E-commerce. The “Overview” Report allows you to define traffic sources and campaigns which give the greatest profit, to see the dynamics of conversions and revenue data for the certain period.

The report “Funnel Visualization” allows you to identify bottlenecks that cause the greatest difficulty for users on the path to the goal (for example, you can determine that 90% of visitors abandon the process of registration on the second page of a form)

Traffic sources. The «Google AdWords» reports allow defining which Google AdWords campaigns give the best return of investments.

Traffic sources.  «The Source and means» reports allow to compare the conversion of various methods of audience attraction (what the difference between direct, organic, CPC, banner, email etc. is).

The “Top Content” report allows to define the most popular pages of your site, and increasing of conversion first of all on these pages; you can also determine which pages generate more revenue and which less (and fix it) using the $index parameter.

Traffic Sources Report “Keywords” (compared with the previous period) allows you to define which of the most valuable keywords (in terms of sales) began to bring less conversion.

The report “Search on a site” allows you to identify the most popular topics on your site and to provide users with correct content.

Traffic sources. The report “Direct Access” allows determining the level of interest in your brand and the dynamics of the core of regular customers (it shows brand queries in conjunction with the report “Keywords”)

Visitors. “New vs Returning” report allows to define if visitors are interested in a project and whether they are ready to come back there again and again.

Conclusions

You don`t need to buy expensive tools of web analytics because a free tool Google Analytics can solve 99% of problems.

Try to integrate tracking of all campaigns using the URL Builder.

Don`t seek to see as much reports as possible during analysis, base the marketing analysis just on your business objectives and KPI.

Always ask yourself the questions “So what does it mean?”and “What can I do with this?” for better orientation in indicators and umbers. A set of recommendations what to do is the best result of a good analysis.

Make a list of 10 reports which you will look through to obtain data which is necessary for the development of your business.

Apple Watch Series 3: First Impressions, Lte Prices, And Design Choices

iPhone X may have been the star of yesterday’s big event, but the Apple Watch Series 3 appears to be a hit all on its own. That’s partly because you can do a lot more with Apple Watch all on its own now, and the price for adding LTE was a bit of a surprise.

Apple Watch Series 3 with LTE instead almost maintains the same starting prices as the Apple Watch Series 2 it replaces: $399 and $429. Apple Watch Series 3 without LTE is still an improvement over Apple Watch Series 2, and Apple actually priced these models cheaper at $329 and $359 for 38mm and 42mm.

Personally, I was willing to spend a little more for LTE so the savings is appreciated. The majority of readers surveyed back in August, on the other hand, weren’t willing to pay a penny more for cellular.

Video hands-on

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The monthly service price is where you’ll start to feel the cost however. After a three-month free period, most service plans will cost $10/month for access to voice/messaging/data on Apple Watch.

While I’m impressed with the hardware cost, I’d like to see the monthly charge come down to Earth a bit.

$120/year is a steep sell if you’re not already convinced you need cellular (thus the trial period) so we’ll see how adoption goes. Ideally, this cost would be somewhere around $5/month considering the limitations of what you can actually do on cellular with an Apple Watch.

Prices aside, I’m super relieved that Apple Watch with LTE supports voice and messaging and not just data. Half the point of adding LTE, for me, is being reachable during emergencies when I’m running without my iPhone.

The often reliable KGI Securities (which got a lot right about the iPhone) released a worrisome prediction prior to the watch reveal that expected voice services to be missing at launch. That would have been a mistake and I’m glad Apple didn’t take that path.

Shoutout to friend-of-the-site Kyle Seth Gray! ^

It’s also neat how Apple handles location sharing with the LTE watch. Find My Friends automatically switches from the iPhone to the Apple Watch for location sharing when you leave your phone behind.

It’s odd that Apple Music streaming won’t be ready at launch, though, and the Apple Watch Nike+ model is shipping later for the second year in a row (perhaps so the updated Nike+ Run Club app can be ready).

The original software on the Apple Watch Nike+ punted back to the iPhone too often despite having GPS for run tracking without the phone. Speed runs were recently added which helps, and voice guided runs are coming which was a big missing feature on the watch app compared to the phone app.

Screengrab via The Verge

As (mostly) expected, the design of the Apple Watch is mostly unchanged this year with a few exceptions. The LTE model has a slightly thicker back cover (if you count two sheets of paper as thick) and a red dot on the Digital Crown.

I love the new Explorer watch face on the LTE model and the red hands will match the crown, but it’s a curious color choice as it doesn’t match a lot of the face and band combinations. I’m seeing people consider avoiding LTE because of the red dot which is a shame especially since stainless steel and ceramic are only offered with LTE.

And just like the flagship iPhone lineup, there’s no more rose gold option. I see rose gold watches all the time so this is a weird decision. The new gray ceramic Edition looks nice, however, and I’m curious to see it in person. (I’m still going space black though).

Speaking of stainless steel, it seemed like the shiny watches were no more based on the keynote presentation. I was relieved to see them online after the event.

RIP rose gold and gold, welcome new gold

Perhaps the biggest surprise for me was learning that Siri will be able to talk. Finally! I expected this all along and thought it might be a user experience decision and not a processing power limitation (especially since VoiceOver worked). I’m glad to hear that we’ll be able to hear Siri with Series 3.

There’s also a storage bump from 8GB to 16GB with Series 3, but only if you buy the LTE model. I wonder if this comes with an increased limit on music and photo syncing?

All in all, I’m super impressed with the Apple Watch Series 3 so far. I’ve been dreaming of cellular for a while now and look forward to what it can enable now and in the future (fingers crossed for a Podcasts app with streaming soon).

I’ll be ordering the 42mm space black Apple Watch Series 3 with LTE on Friday. The new watches ship the following Friday, September 22, so expect a full review around the end of the month.

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How To Select A Marketing Agency

8 techniques to choose the right marketing agencies to pitch to you

This article supports the Smart Insights agency selection template. The template helps businesses with the next step in the process, which is using a scorecard to help you choose the best agency when several are pitching to you. This workbook details a range of selection criteria which you’ll glean during either desk research, due diligence stage and/or at face to face meetings with an agency (either ‘chemistry’ meetings or pitch presentations).

In the first part of this article I suggest how you can pull together a short list of potential agency partners.  In a follow-up article I will look at approaches to running the actual selection or pitch process. I say ‘or’ because you don’t necessarily need to run a full-blown pitch process (which can be very time consuming for both you and the agencies involved) for smaller projects or where an agency has come highly recommended, you’ve got good chemistry upon meeting and they clearly understand your brief.

Selecting your short list

If you are looking for a new (or your first) agency it can be a daunting prospect. There are around 20,000 or so agencies of different sizes and service offerings in the UK, from enormous agencies with an international client base and integrated services through to a two person startup specialising in wordpress builds – and everything in between. I couldn’t get a definitive figure for the UK but that 20,000+ figure kept cropping up in discussion and whilst it sounds a lot (actually it is a lot) the USA has around 120,000 agencies to choose from.

Of course success, isn’t just about getting a workable short list from those thousands of agencies, that’s just the start of the selection process. There’s a lot riding on getting the right partner that will share your vision (and possibly shape it) and provide the most effective marketing that helps you grow your business.

You may not be looking for a lifelong partnership but you should be looking for a long tenure (with the chance for both brand and financial returns to flourish) so there is definitely an element of dating going on here. Short of placing a lonely hearts ad (Growing brand with GSOH WLTM outgoing, creative effective Agency.. ‘) where do you look?

Sourcing your Agency List

There are a number of ways to get down to a workable consideration list who you can then (a) send a request for information to and then (b) supply a brief to short list from that stage. I don’t recommend sending the actual brief to more than three or four agencies.

1. Peer recommendations

Ask colleagues (in other parts of your business if in a large corporate) or ex-colleagues who may be using an agency or industry contacts who they have used previously or are using now and they would be happy to recommend.

2. Asking on LinkedIn groups for recommendations

Others will be happy to share their thoughts if you explain briefly the type of agency service you are looking for, any brief parameters (e.g ‘ideally in Leicester area’, ‘can provide marketing strategy as well as design services etc’).

You might want to state that you are not accepting direct approaches from agencies at this stage, you’ll evaluate any recommendations via the group discussion thread etc.

3. League Tables

Examples of league tables include the eConsultancy’s Top 100 digital agencies

Note : these tables will typically include the larger agencies as they are ranked by turnover.

4. Awards

Awards provide league tables of a sort in that it is often a combination of independent industry experts and / or the industry itself that selects great work e.g Big Chip  or The Revolution Awards (Revawards).

5. Industry / Trade association websites

If you have a look on industry association websites, they often have a membership directory, searchable by agency type.

6. Google

There’s always Google to fill the gaps of the above approaches or as the starting point for a long list. You can be specific about geography (if that’s important to you), types of services you’re seeking and you can then use a clipping service like Evernote to save a long list of possible agency websites to review in more detail at a later date. And with Evernote you can add initial impressions and notes to each saved website / page.

7. Intermediaries (a.k.a agency search and selection / pitch consultants)

The first seven points above are ‘DIY’ in approach but you could short circuit some of or all of those and use one of the Intermediaries in the market.

Intermediaries will generally not just offer an agency search service but may also look at agency benchmarking, account / relationship coaching etc.

It’s usually the agencies who pay a fee to be registered with the Intermediary, either a flat fee or a completion if they are successfully selected by the client.

Some example intermediaries are given here:

Find Good

FindGood have three ‘rules’ for clients who want to use their agency selection process – ones I agree with (see later) :’ no more than 3 marketing agencies per pitch; budget transparency and realistic deadlines.

IPA

The IPA is a membership body and not an intermediary as such but they have a nice search tool (by geography and creative examples etc) and an agency being a member of the IPA is an endorsement of a professional approach in itself. Note, though, that it will be a limited field of choice in that these are the larger agencies in the UK and won’t suit smaller brands and businesses.

AAR

The AAR work across all types of agency and list some of the UK’s biggest brands as clients.

Creativebrief

Agency Spotter

And there’s also Agencyspotter, predominantly States based at the present but I believe they are planning wider European/UK services at some stage and look to already have 900+ UK agencies on the site.

They have a nice LinkedIn feature: if you login to the site with your Linkedin profile you can see how you might be connected to the agency you are looking at (so you can see what your connections already think of the agency).

8. Call for expressions of interest (RFPs)

You could put out a notice via your local /regional digital trade body outlining briefly what kind of service you are looking for and how prospective agencies can get in touch for more information.

You could also do the same on your Twitter account, with a link back to a landing page on your website detailing the overall pitch parameters and timescales etc. Note though that an open call could yield large numbers of enquiries and you’ll have to evaluate them all.

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