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The Next Frontier


Oct 9, 2019

Today’s advertising business would be almost unrecognizable to the Don Drapers of the Mad Men era. Platforms, deliverables, compensation structures and client expectations have all changed dramatically and continue to evolve. Veteran agency owner and consultant Drew McLellan joins host Bill Coppel – Managing Director and Chief Client Growth Officer at First Clearing – to discuss service-based business disruption and the implications for redefining the value of intermediaries.

 

In the classic ad agency model of the Mad Men era, built-in commissions from media purchases subsidized the services that went into the development of campaigns. However, the rise of digital platforms has flipped that model on its head. In a world where companies can now buy media and creative services directly, agencies must prove their value every day. Sound familiar?

In this episode, veteran agency owner and consultant Drew McLellan shares insights he’s gained from over 30 years in advertising, and draws parallels with the disruption impacting financial advisors. He explains that success today means becoming deeply involved in clients’ lives to learn more about what’s important to them so you can redefine your value accordingly.

 

In this episode you’ll hear:

  • Three things service providers should do to succeed in the next decade
  • Why branding your business is more important than ever before
  • How building clients’ confidence can help you solve more of their needs

Drew has worked in advertising for over 30 years and has spent more than 23 of those years running his own agency, the McLellan Marketing Group. He also owns and operates the Agency Management Institute, a consultancy that’s been helping owners of small to medium-sized advertising agencies grow their businesses since the early ’90s. He’s written two books and been featured in the New York Times, Forbes, Entrepreneur Magazine, and Fortune Small Business. Drew is also the host of the podcast Build a Better Agency, which helps agency owners and entrepreneurs compete in these disruptive times.

 

Ways to contact Drew:

Podcast: Build a Better Agency

Web: agencymanagementinstitute.com