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Peter Wallace is Head of Performance at Total Media, a London-based media buying agency. I asked him a few questions to explain more about his role, focusing on a typical working day.
A recent Ad Age article proclaimed that freelancers are a happy and well paid lot, and that they're a hot new trend on Madison Avenue.
However, when you scratch the surface of their research, it's clear that permanent freelancing brings as much instability to agencies as those stepping-up for extended temporary work.
A reality that's easy for employed agency execs, and writers, to overlook.
We’ve been growing pretty quickly these past few years, and when that happens you often need external support. More often than not we’ve turned to agencyland to find help.
Sometimes we’ve needed to bring in an agency on a tactical level, to help us with a specific – and perhaps one-off – project. On other occasions we’ve taken a longer-term view, with the aim of forging a strong relationship and retaining the agency.
Finding the right partner is just as difficult as hiring the right staff, and just as crucial. It goes without saying that not all of the agencies we’ve seen have been successful in winning our business. Sometimes there is a real sense of disappointment, especially when you like the people and their work, when you talk them up, when you know they have the skills, and when they fail to deliver in the meeting.
So here’s a list of common reasons why agencies don’t get hired. Many of these points also apply to consultants and freelancers too. To win more work, try to avoid some of the following...
Generally speaking, it is a good time for search and for those who work in the sector. Many agencies are bucking the economic climate, budgets for SEO continue to grow and pretty much every decision maker on the client-side understands and appreciates the value of natural search.
The SEO industry, however, is not immortal. There are times when I genuinely worry whether it will shoot itself in the foot.
On that cheerful note, let’s look at four ways the sector could kill itself...
Econsultancy has just released the latest version of its Digital Agency Rate Card Survey, which benchmarks average charge out rates for more than 50 different job roles.
The Rate Card Survey is produced on a triennial basis and this year 364 agencies participated in the research.
Average rates range from £465 a day for a junior media planner to £891 a day for a director / partner, though fees increase if an agency is based in London, and also rise in line with turnover.
There is a lot to communicate in modern marketing and our methods haven't kept up with the times. I often find myself giving trying to solve problems by phone and email; methods which turn out to be unnecessarily time consuming and open to miscommunication
I want to show a different way to communicate analytics actions to a client. I use a tool called Screenr. It is a simple desktop video capture service, like a Flip camera for your desktop.
Using Screenr I find I can very quickly communicate and educate around specific topics. It is perfect for clearly showing clients how to take control of analytics.
I have put together five videos of five actions clients often need to do with their own analytics, to show you how powerful a quick video communication tool can be and provide inspiration for making your own.
I recently contributed a chapter to a book on social media, in which I wrote about the development of the social media industry and how I believe it will develop (available in all good bookstores at some point, apparently).
Once I'd finished writing this chapter, being the mildly obsessive type of guy I am, I continued to read into industry analysis and management theories, which eventually led to digging out my copy of Michael Porter's Competitive Advantage.
Then, during a particularly dull train journey, I decided to look at how you could apply Porter's Five Forces to the social media industry and agencies within the industry (I've been intentionally generic as I think the application fits with the industry as a whole, rather than any individual organisation).
I may not be a full service number-one digital branding or content agency myself. If I ran one, though, I'd probably make sure my site looked ok on the iPad, which we should all know by now doesn't do Flash.
Here are 11 screenshots showing agency websites as seen on my iPad. These screenshots show the sites exactly as they appeared on my iPad (which was in landscape orientation).
Belgian agencies recently 'went on strike' over overly time consuming pitch processes that threatened their commercial viability.
Would there be cause for that in the UK or US markets?
I recently wrote a post where I revisited a number of social media statistics, which attracted a lot of attention. Among all of the feedback one trend stood out: people need more information about return on investment from social media. So I’ve decided to bat a few things around, as it’s quite a complex subject.
We've written extensively about social media ROI in the past, and have also highlighted some social media engagement metrics that should help you. And now, I’ve gathered various opinions from some of the British heavyweights in social media, as everybody has different thoughts about this particular area.
It’s been an interesting few weeks here at SEOptimise towers, as we’ve been recruiting search engine optimisation (SEO) executives to come and join our team.
Has your relationship with your paid search agency soured? Are you in denial about bad service and performance, hoping that things will suddenly change for the better?
To mark the release of Econsultancy’s new Paid Search Agencies Buyer’s Guide, here are some warning signs that it might be time to take your paid search accounts to a more deserving agency.