There have been some recent articles written by procurement officers that the traditional agency model is out dated, over priced with many grey areas that need to be transparent. I think the world of traditional advertising is now changing and it feels good to be part of the change that will offer clients a better deal, better creativity and value for money.

I agree, I have never enjoyed my work more than I do now and I know that rubs off onto the work that you present to clients and they want to be part of that ‘fun’ culture.

Keep in touch

Kind regards
Andrew

I have to say that the greatest thing of all about this model for me is that I’m really enjoying my work like I haven’t in years. I love the people I work with, our clients are great and really “get it” and we’re getting better work done for our clients, which is truly what this is all about.

I love this article about virtual agencies and the comparison they make to the “Hollywood model.” http://www.allbusiness.com/marketing-advertising/advertising/595948-1.html

Please stay in touch and keep us abreast of your success!

Tracy

We recently set up a ‘virtual’ advertising agency in the UK called The Drew Agency. We specialise in consumer health and healthcare brands. Like you guys, we worked for many of the large ad agencies in the UK, US & Europe during our time but realised that no-one was offering this ‘virtual’ service here in the UK, so, after 12 months of research and setting up systems and support services in all the sectors that an ad agency needs, we launched The Drew Agency in October 2009.

It is still early days and we’re not on the same level as the likes of Ogilvy that we used to work for but interest is growing. As you know it’s a sound business platform that offers clients the best that the industry can offer but without the overheads and debilitating contracts associated with large advertising agencies of yester-year.

It would be interesting to compare notes and generally have a chat regarding virtual advertising, so please feel free to get in touch. We look forward to hearing from you in the near future.

Kind Regards
Andrew Short
Founder & Creative Director
The Drew Agency Ltd

I will agree with you. That “feeling” does come with time and experience. But I have honestly seen so many AE’s who have been in the business as long, or even longer, than me yet they still act as order takers and don’t have the confidence in themselves to speak their mind and trust that they know more about marketing and advertising than the client. That IS why clients are paying us, after all, is because they believe that we can guide them in the right direction.

If you’re new to the biz, my advice is to make certain you are involved in the strategy development for the creative from the begining so that you will gain a better understanding of how creative and strategy can meld together. Also, that you meet with your creative team before you meet with the client so that you truly understand the rationale for the concepts. That will make it easier for you to sell the idea as well as for you to see when a client’s revisions might be infringing upon the concept, especially, the fulfillment of the objectives of the campaign itself.

Also, read as many good books as you can about marketing. That way you’ll rise above being “just an AE order taker” to the status of a true marketer and partner to your client. Over time, you will develop your own viewpoint and understanding of how marketing works and works well and how stellar campaigns are best executed. It does take time, but if you really want to be more of a consultant than just a sales or customer service rep to your clients, then those are the steps you need to take to excel.

And to folks who have been doing this for 10+ years and still don’t know how to help and guide clients towards a solution that will best serve them in the long run…it may be time to make the leap from AE to more of a customer service type position. But that’s just my two cents!