Five Takeaways From Ad Age’s Small Agency Conference
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It was fitting that Ad Age’s Small Agency Conference convened in Portland, Ore., where one of adland’s now-largest independents, Wieden & Kennedy, was born as a small shop some 31 years ago. Its founder, Dan Wieden, ended his keynote saying, “Oh, how I wish this agency was 10 years old, small once again. Oh how we wish we were you.”
But for players small or big — or somewhere in between — last week’s conference offered sound advice from speakers who started their own shops, challenger brands, and even established global companies. Here are five takeaways from the conference useful for any size agency:
Deconstruct your performance after a pitch — win or lose. Knowing why your agency won or lost a pitch is critical, said Laurie Coots, the former global CMO of TBWA and outgoing president of consultancy Disruption Works. Analyzing a pitch can help agencies figure out their strengths and weaknesses and assess what’s working in the pitch process and what’s not. Ms. Coots said that agencies should appoint a “cool head” — someone who is not part of the entire process, is unemotional about the situation and can analyze the pitch impartially.
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