Got News? Send it to editor@secondwindonline.com]]> Tue, 26 May 2009 08:53:23 -0400 http://feedproxy.google.com/~r/SecondWind/~3/a4Wkk3k3Itc/knowledge_display.asp Ad agencies must be ready to guide clients into the best media channels to reach shifting audiences, and those still include print media; includes print influence studies.<img src="http://feeds.feedburner.com/~r/SecondWind/~4/a4Wkk3k3Itc" height="1" width="1"/> http://www.secondwindonline.com/knowledge_display.asp?id=13853 Tue, 26 May 2009 08:52:57 -0400 Lauren Sinrod to share tales of how blogging has worked to build client reputation, engage with prospects and customers, and grow credibility in an industry or ?niche? market. Also, register now for our next webinar, Blogging for Your Agency and Your Clients, May 28, 2009.]]> Tue, 26 May 2009 08:52:39 -0400 Woodruff Sweitzer of Columbia, MO, was selected by animal health industry leader Boehringer Ingelheim Vetmedica, Inc., to manage advertising, strategic consultation and brand development for their swine products division. Headquartered in St. Joseph, BIVI acts as a center of competence in biological research, development and manufacturing for the worldwide animal health business. Woodruff Sweitzer will develop strategic plans, advertising, sales materials and collateral for major swine vaccines. True Media will partner to handle media planning and buying. ?As quickly as the swine heath industry is moving, it?s important to stay ahead of the trend,? said Scott Kington, Woodruff Sweitzer EVP. Woodruff also has offices in Kansas City, MO, and Calgary, Alberta.]]> Tue, 26 May 2009 08:52:14 -0400 Dawn Travelstead of Marketplace partner CurrentTrack, a web-based workflow management system for ad agencies and design firms, offered some pertinent tips in this great blog post for persuading and coaching employees to stop fighting change and ?go with the workflow.? Bookmark Dawn?s blog as a traffic and workflow efficiency resource. And use our Knowledge Base for useful information, like our Traffic System Workflow 101 Bundle.]]> Mon, 18 May 2009 11:11:36 -0400 http://feedproxy.google.com/~r/SecondWind/~3/4gQBwrjEJUI/knowledge_display.asp Social media is hot. Twitter and Facebook are all the rage and growing at incredible rates. But let’s get back to basics. Experts agree that blogs are really the foundation for a social media program. Find out how to maximize the power of blogs at Second Wind’s webinar <a href="http://www.secondwindonline.com/seminar_details.asp?semid=13837">Blogging for Your Agency and Your Clients</a> on <b>Thursday, May 28th at 2:00 pm</b>. <a href="http://www.secondwindonline.com/knowledge_display.asp?id=13847">Read More</a><img src="http://feeds.feedburner.com/~r/SecondWind/~4/4gQBwrjEJUI" height="1" width="1"/> http://www.secondwindonline.com/knowledge_display.asp?id=13847 Mon, 18 May 2009 11:10:53 -0400 http://feedproxy.google.com/~r/SecondWind/~3/lib2T0Q6tPw/knowledge_display.asp Search engine marketing is critical to driving purchase consideration and brand awareness across all channels; includes links to search marketing job descriptions.<img src="http://feeds.feedburner.com/~r/SecondWind/~4/lib2T0Q6tPw" height="1" width="1"/> http://www.secondwindonline.com/knowledge_display.asp?id=13848 Mon, 18 May 2009 11:08:32 -0400 http://feedproxy.google.com/~r/SecondWind/~3/Jw17s39ntxw/knowledge_display.asp Two studies show smaller B2B companies investing their way through the 2009 recession by increasing online marketing spending.<img src="http://feeds.feedburner.com/~r/SecondWind/~4/Jw17s39ntxw" height="1" width="1"/> http://www.secondwindonline.com/knowledge_display.asp?id=13849 Mon, 18 May 2009 11:08:21 -0400 tba: the becher agency, a Roanoke, VA, public relations and advertising firm, was recognized by the Virginia Press Association for the Best Newspaper Ad of 2008 created by an ad agency. The firm also won a third place award. Separately, tba won a silver ADDY award from the Third District of the AAF. All three awards were for advertisements created for Friendship Retirement Community. ?We?re thrilled that Virginia?s newspapers felt two of our ads were among the best of the year,? said Thomas Becher, APR, president of tba.]]> Tue, 12 May 2009 09:01:25 -0400 James Cooper and the staff of Ascendant Communications, our new member based in Middlesex, England. Ascendant is a B2B public relations consultancy offering European coverage to businesses and organizations. The firm?s founding principle is to provide consultancy-based service to clients, delivered exclusively by senior-level, experienced and seasoned industry professionals. Ascendant also manages AscendPlus, an affiliated network of European PR agencies offering clients seamless European co-ordination and coverage. Agency partners cover France, Germany, Spain, Italy, Benelux, Scandinavia, Central and Eastern Europe. North American and international Second Wind members can look forward to partnering with Ascendant to help your clients grow into new European markets.]]> Tue, 12 May 2009 09:00:38 -0400 AdAge?s newly launched Small Agency Awards competition. The awards are limited to shops with fewer than 75 employees, and it appears entries will be judged based on results as well as the work itself. But hurry ? the submission date for entries is May 22, 2009.]]> Tue, 12 May 2009 09:00:10 -0400 http://feedproxy.google.com/~r/SecondWind/~3/JXzoQY6BD6E/knowledge_display.asp How economic concerns are imposing changes in ad agency-client relationships, and why agencies must be proactive change agents to control their own destinies.<img src="http://feeds.feedburner.com/~r/SecondWind/~4/JXzoQY6BD6E" height="1" width="1"/> http://www.secondwindonline.com/knowledge_display.asp?id=13843 Tue, 12 May 2009 08:59:38 -0400 Quick Poll asked readers at what level their agency offers interactive/web services. Client demand for these services continues to grow. While more than half of Second Wind respondents (51%) said they now integrate some interactive design/marketing into their agency services, only 18 percent are interactive specialists. Just 21 percent partner with interactive specialists; 6 percent outsource their clients? interactive projects; and 4 percent do no interactive marketing. Interactive is increasingly critical for all kinds of businesses. It?s essential to respond to, and anticipate client interactive marketing needs; taking this important competitive step prevents other firms that currently provide these services from building relationships with your valuable clients.]]> Tue, 12 May 2009 08:58:50 -0400 http://feedproxy.google.com/~r/SecondWind/~3/KXOwoJKULro/knowledge_display.asp In this double-issue, Mark O’Brien of Newfangled Web Factory recommends writing website content for ad agency self-promotion and brand positioning, with tips on business blogging to build brand, reputation and credibility. We discuss focusing on “the big idea” to achieve viral marketing success; using economic downturns as opportunities to reposition your business for future success; look at recent campaigns built on consumer trends toward thrift and saving, and review four marketing tactics for reaching the “new consumer” that reflect a growing demand for ad agency account planning. We talk about how studying leading competitors’ best practices, positioning and brand personalities helps companies position their own brands for a stronger future; using “green” business practices as part of a corporate social responsibility and brand strategy; and five global shifts in business thinking that advertising and marketing firms can help their clients prepare for. We also warn of how economic downturns affect business “goodwill” value as related to mergers and acquisitions; share the benefits of personal URLs (PURLs) as an online direct marketing tactic; and examine in-store or shopper marketing as a channel for reaching shoppers at the purchase decision. <p><a href="http://www.secondwindonline.com/knowledge_display.asp?id=13839">Download Vol. 22 Nos. 3 and 4</a>.<img src="http://feeds.feedburner.com/~r/SecondWind/~4/KXOwoJKULro" height="1" width="1"/> http://www.secondwindonline.com/knowledge_display.asp?id=13839 Mon, 4 May 2009 13:59:50 -0400 http://feedproxy.google.com/~r/SecondWind/~3/2VOozLueMrY/knowledge_display.asp How social media is changing search marketing, and how ad agencies and marketing firms can respond by adopting agile marketing models.<img src="http://feeds.feedburner.com/~r/SecondWind/~4/2VOozLueMrY" height="1" width="1"/> http://www.secondwindonline.com/knowledge_display.asp?id=13841 Mon, 4 May 2009 13:59:31 -0400 http://feedproxy.google.com/~r/SecondWind/~3/syB4dp11IbI/knowledge_display.asp Considering ad agency growth through acquisition of a compatible firm, with a list of steps to take as you examine acquisition potential.<img src="http://feeds.feedburner.com/~r/SecondWind/~4/syB4dp11IbI" height="1" width="1"/> http://www.secondwindonline.com/knowledge_display.asp?id=13842 Mon, 4 May 2009 13:58:32 -0400 Neathawk Dubuque & Packett (ND&P) enjoys continued growth. In February, ND&P added three new clients, including the Roanoke Regional Airport Commission, awarded to ND&P after a competitive pitch that included the incumbent plus regional and national agencies. ND&P will develop a new website and greater online presences for the Roanoke Regional Airport. This spring, the agency won thirty ADDY Awards from Virginia chapters of the AAF-sponsored creative competition. The full-service agency has five branches across the Southeast.]]> Mon, 27 Apr 2009 08:53:17 -0400 http://feedproxy.google.com/~r/SecondWind/~3/587UndUYKqw/knowledge_display.asp Domino’s Pizza learned how negative news stories can “go social” exponentially through viral social media sharing.<img src="http://feeds.feedburner.com/~r/SecondWind/~4/587UndUYKqw" height="1" width="1"/> http://www.secondwindonline.com/knowledge_display.asp?id=13835 Mon, 27 Apr 2009 08:52:51 -0400 June 23 and 24, 2009, in Baltimore, MD, Second Wind Seminars offers The Certified Agency Operations Daily Workflow and Efficiency Seminar to help you BE better at managing workflow, estimating projects, building templates, working with vendors and properly billing clients. This two-day event includes a review of how agency production work fits into an agency?s overall financial picture. Read More or Register Now. Learn more about Second Wind Certification.]]> Mon, 27 Apr 2009 08:51:56 -0400 Ungar Group/Chicago has produced an eye-catchingly sexy online video ad for what is being positioned as a revolution in ironing boards. The product?s unique contour design and features invited the agency to create an untraditional campaign that asks, ?Can an ironing board be too sensual?? The campaign excited buzz and generated inquiries when the product was introduced at the International Housewares Show at Chicago?s McCormick Place in March.]]> Mon, 20 Apr 2009 09:52:15 -0500 http://feedproxy.google.com/~r/SecondWind/~3/skW6ZxCAp3U/knowledge_display.asp Why ad agency-provided digital marketing/internet services are not cheaper than traditional agency services, but can offer clients greater return on investment.<img src="http://feeds.feedburner.com/~r/SecondWind/~4/skW6ZxCAp3U" height="1" width="1"/> http://www.secondwindonline.com/knowledge_display.asp?id=13829 Mon, 20 Apr 2009 09:51:46 -0400 Facebook and Twitter. Lots of interested agency people tuned in to hear the live presentations. But if you missed the live webcasts, you can still catch these valuable examinations of the social media phenomenons in our Webinars Library. Also, watch for future ?case study? webinars that will look more closely at specific social media marketing efforts.]]> Mon, 20 Apr 2009 09:51:27 -0400 Sundog of Fargo, ND, were among thousands of volunteers helping to protect the Fargo-Moorhead community from the rising waters of the Red River during recent record-breaking flooding. Sundog joined sandbagging efforts and protected their own homes while keeping pace with client projects and deadlines. The firm was featured in a WDAY television report highlighting the area business community's efforts to fight the flood.]]> Mon, 13 Apr 2009 09:43:27 -0400 http://feedproxy.google.com/~r/SecondWind/~3/OVoHb83EJsE/knowledge_display.asp Why the 2009 recession is different from past recessions, and how agencies are meeting the challenges.<img src="http://feeds.feedburner.com/~r/SecondWind/~4/OVoHb83EJsE" height="1" width="1"/> http://www.secondwindonline.com/knowledge_display.asp?id=13827 Mon, 13 Apr 2009 09:41:42 -0400 Newfangled, a web development firm with a focus on helping agencies build more effective websites for themselves and their clients, has a really fine blog article about including plenty of ?calls to action? on your site. Many folks worry about generating website traffic, ?but most people don't think about what to do with that traffic once it arrives,? says Mark. Read Marks?s article.]]> Mon, 13 Apr 2009 09:41:21 -0400 PRAOA). Traynor is a Certified Brand Strategist and a principal of Breehl, Traynor & Zehe (BTZ). You can hear Tom?s interview on brand development best practices, and other archived interviews at thatmarketingshow.com.]]> Mon, 13 Apr 2009 09:40:35 -0400 Dodge Communications, an Atlanta, GA, public relations and marketing agency, just inked two new contracts. Dodge is undertaking PR and media relations for patient advocate Chamberlin Edmonds, and will produce collateral to promote publisher Lippincott Williams & Wilkins? Nursing Procedures and Skills (LNPS) product, a leading online educational service. Dodge is a full-service agency providing strategic marketing and PR for the healthcare industry.]]> Mon, 6 Apr 2009 09:23:04 -0400 Social Media in Action: Twitter. Join us to learn about this emerging public relations, CRM and one-to-one interaction tool. Learn more or register now. Registrations for the live events are limited, so sign up today! Or, register and download the recordings after the event.]]> Mon, 6 Apr 2009 09:22:33 -0400 http://feedproxy.google.com/~r/SecondWind/~3/wVPlNcc1vJY/knowledge_display.asp Why hiring during an economic downturn can be a smart way to acquire good people laid off by your competition.<img src="http://feeds.feedburner.com/~r/SecondWind/~4/wVPlNcc1vJY" height="1" width="1"/> http://www.secondwindonline.com/knowledge_display.asp?id=13822 Mon, 6 Apr 2009 09:21:40 -0400 http://feedproxy.google.com/~r/SecondWind/~3/4xrnMy4THHA/knowledge_display.asp KFC combined corporate social responsibility (CSR) with out-of-home marketing in a unique “refreshment”-themed campaign.<img src="http://feeds.feedburner.com/~r/SecondWind/~4/4xrnMy4THHA" height="1" width="1"/> http://www.secondwindonline.com/knowledge_display.asp?id=13823 Mon, 6 Apr 2009 09:21:04 -0400 Outdoor Advertising Association of America (OMAA) spokesperson, ?and you can?t DVR us.?]]> Mon, 30 Mar 2009 10:10:53 -0400 Social Media In Action Webinars. And pay a visit to our new Second Wind Facebook fan page. It?s time to get your feet wet?]]> Mon, 30 Mar 2009 10:10:12 -0400 RIGGS, Inc., a full-service advertising agency in Columbia, SC, recently took home Best of Show and Best of Broadcast for a First Citizens Bank TV spot, as well as six golds and six silvers from the AAF of the Midlands 2008 ADDY Awards competition. But what we liked best was that they printed their press release on the back of an apparently recycled sheet of office copy paper discussing in-agency recycling and waste reduction. Incidentally, two golds and one silver ADDY went to RIGGS? self-promotion newsletter, e-zine and an in-blog video. Congrats to the agency for great creativity that doesn?t stop with client marketing. RIGGS is the originator of the annual Create-Athon pro bono design blitz. They recently launched a new consumer-focused blog. Check it out.]]> Mon, 30 Mar 2009 10:09:37 -0400 smashLAB in Vancouver, BC. Eric offered some wonderful examples for how to deal with those difficult client comments, like, ?Can you make my project look more like Client X?? And, ?I?ll know what I like when I see it.? It?s all about guiding the client to make informed, strategic choices, rather than running on emotion or their ?gut feeling.? We love this post, so we?re sharing it even though it?s from 2007. This is good stuff.]]> Mon, 30 Mar 2009 10:09:03 -0400 http://feedproxy.google.com/~r/SecondWind/~3/u10-yfPK1uI/knowledge_display.asp Apple is a company that conveys a consistent and engaging brand personality across all of today’s multiple media channels and brand touchpoints.<img src="http://feeds.feedburner.com/~r/SecondWind/~4/u10-yfPK1uI" height="1" width="1"/> http://www.secondwindonline.com/knowledge_display.asp?id=13812 Mon, 30 Mar 2009 10:08:27 -0400 Production Price Surveys (at last count, 31 questions long) had become a burden for members to respond to, given the detailed cost structures for each project. This year, we?ve broken the survey into smaller ?bites.? We?ll aggregate all price survey results in a special report at the end of the year. Right now, download our 2009 Production Pricing Survey: Print and Outdoor Advertising for part 1 of this year?s survey results. And thank you to those members who responded (you know who you are).]]> Tue, 24 Mar 2009 08:40:46 -0400 http://feedproxy.google.com/~r/SecondWind/~3/UTyiXj7b1Cc/knowledge_display.asp How aligning marketing strategies with consumer sentiment during a recession can help perfectly position brands for growth.<img src="http://feeds.feedburner.com/~r/SecondWind/~4/UTyiXj7b1Cc" height="1" width="1"/> http://www.secondwindonline.com/knowledge_display.asp?id=13810 Tue, 24 Mar 2009 08:40:26 -0400 http://feedproxy.google.com/~r/SecondWind/~3/bpn-jfoRuPY/knowledge_display.asp A case study about an interactive design firm whose brand equity was negatively affected by a same-named TV show, and how they reclaimed their brand.<img src="http://feeds.feedburner.com/~r/SecondWind/~4/bpn-jfoRuPY" height="1" width="1"/> http://www.secondwindonline.com/knowledge_display.asp?id=13809 Tue, 24 Mar 2009 08:38:59 -0400 Devaney & Associates of Towson, Maryland, added Salar, Inc. to its client roster this month. Baltimore-based Salar specializes in comprehensive electronic clinical documentation and charge capture solutions for the health care industry. US News & World Report recently touted electronic medical record systems as the wave of the future in health care, but only 17 percent of U.S. doctors have embraced the technology. ?Salar, Inc. has identified an emerging area in health care services where technology can improve patient care and hospital functionality,? explained agency president Diane Devaney. ?Our responsibility is to educate the market and magnify Salar?s unique differentiators.?]]> Tue, 17 Mar 2009 08:32:35 -0400 http://feedproxy.google.com/~r/SecondWind/~3/ypz_ESoP0fI/knowledge_display.asp A 2009 report on the sudden shift from direct mail to digital tactics that may catch traditional ad agencies flat-footed.<img src="http://feeds.feedburner.com/~r/SecondWind/~4/ypz_ESoP0fI" height="1" width="1"/> http://www.secondwindonline.com/knowledge_display.asp?id=13804 Tue, 17 Mar 2009 08:31:21 -0400 http://feedproxy.google.com/~r/SecondWind/~3/medQPzEJ1HE/knowledge_display.asp New Business consultant Mark Sneider offers prospecting tips that work in good and bad economic times.<img src="http://feeds.feedburner.com/~r/SecondWind/~4/medQPzEJ1HE" height="1" width="1"/> http://www.secondwindonline.com/knowledge_display.asp?id=13805 Tue, 17 Mar 2009 08:29:41 -0400 Door Number | 3?s campaign for Marfa, Texas, was recently featured as Communication Arts? online ?daily showcase.? Using print, poster and direct mail, with photography by Eric Kiel, the agency aimed to spur travel and tourism interest in the town of 2,121 people about 190 miles southeast of El Paso. The campaign is also profiled in Communication Arts? ?Exhibit? feature in the March/April 2009 issue. The agency is celebrating their 15th anniversary.]]> Tue, 17 Mar 2009 08:29:29 -0400 DD Kullman of Southwest Graphics magazine has stepped down, and Michelle Jacoby has assumed managing editor duties. The Tempe, Arizona-based publication offers valuable content on graphic design, marketing and print production, as well as frequent articles by Second Wind Managing Director, Tony Mikes. Our thanks to DD for her support, and best wishes to Michelle as she embraces her inner Clay Felker.]]> Mon, 9 Mar 2009 11:43:00 -0400 http://feedproxy.google.com/~r/SecondWind/~3/s7DDgu-AgEQ/knowledge_display.asp How and why advertising agencies should help clients proactively market through a financial downturn.<img src="http://feeds.feedburner.com/~r/SecondWind/~4/s7DDgu-AgEQ" height="1" width="1"/> http://www.secondwindonline.com/knowledge_display.asp?id=13802 Mon, 9 Mar 2009 11:42:20 -0400 http://feedproxy.google.com/~r/SecondWind/~3/lWSRfNxavf8/knowledge_display.asp Cable-based ad targeting systems could allow highly focused, more effective ad delivery, but raises consumer privacy issues.<img src="http://feeds.feedburner.com/~r/SecondWind/~4/lWSRfNxavf8" height="1" width="1"/> http://www.secondwindonline.com/knowledge_display.asp?id=13801 Mon, 9 Mar 2009 11:41:31 -0400 http://feedproxy.google.com/~r/SecondWind/~3/BCrBCS6yyHc/publication_details.asp In any economic downturn, advertising, graphic design and marketing firms can capitalize on opportunities. “Make hay while it rains,” with help from Second Wind’s webinar, <b>How to Keep Your Agency Solid... When the Economy Goes Soft</b>. This special session offers tips on new business, internal efficiencies, cash management and financial ratios, interactive/web revenue streams and strategic partnerships with clients. Learn more or <a href="http://www.secondwindonline.com/publication_details.asp?pubid=13631">download the recording now</a>. Or, view our <a href="http://www.secondwindonline.com/publications_list.asp?type=26">Webinars Library</a> for other valuable training sessions.<img src="http://feeds.feedburner.com/~r/SecondWind/~4/BCrBCS6yyHc" height="1" width="1"/> http://www.secondwindonline.com/publication_details.asp?pubid=13631 Mon, 9 Mar 2009 11:41:13 -0400 web project development? and got a flurry of requests that we share the forms with other readers. So here are a Client Web Development Worksheet and a Website Planning Questionnaire. Please remember to email us if you need something you can?t find in the Knowledge Base. We are constantly developing new tools, and may be able to assist you directly. See you in Second Wind Forums.]]> Mon, 9 Mar 2009 11:40:43 -0400 http://feedproxy.google.com/~r/SecondWind/~3/SvLuKfMvtxs/knowledge_display.asp In this issue, we offer advice on helping ad agency clients be entrepreneurial during economic downturns, then discuss Twitter, social bookmarks and online customer reviews as brand interaction and experiential marketing tactics. New business consultant <a href="http://www.secondwindonline.com/mktplace_view_ptner.asp?id=107286845">Larry Melnick</a> talks about how third-party resources can help with client retention. We offer thoughts on innovation as a key driver for successful growth during economic downturns; examine how “influentials” in Internet-based social media promote brand word of mouth, and why marketers need to join the conversation; and look at the consumer perception of media as “noise,” compelling marketers to tailor messages consumers will welcome, not “filter.” <a href="http://www.secondwindonline.com/knowledge_display.asp?id=13803">Download Vol. 22 No. 1</a>.<img src="http://feeds.feedburner.com/~r/SecondWind/~4/SvLuKfMvtxs" height="1" width="1"/> http://www.secondwindonline.com/knowledge_display.asp?id=13803 Tue, 3 Mar 2009 10:18:45 -0400 http://feedproxy.google.com/~r/SecondWind/~3/x5HPu9L-LhA/knowledge_display.asp Assessing the 2009 Tropicana orange juice packaging redesign, and other mid-recession brand image updates.<img src="http://feeds.feedburner.com/~r/SecondWind/~4/x5HPu9L-LhA" height="1" width="1"/> http://www.secondwindonline.com/knowledge_display.asp?id=13797 Tue, 3 Mar 2009 10:18:03 -0500 http://feedproxy.google.com/~r/SecondWind/~3/x6UigxVTT54/knowledge_display.asp How technology is enhancing delivery of targeted, “performance-driven,” online advertising to consumers closer to the purchase decision.<img src="http://feeds.feedburner.com/~r/SecondWind/~4/x6UigxVTT54" height="1" width="1"/> http://www.secondwindonline.com/knowledge_display.asp?id=13796 Tue, 3 Mar 2009 10:14:54 -0500 Pure Branding LLC of Leverett, Mass. The firm is a leading strategic branding and package design agency dedicated to providing groundbreaking brand solutions exclusively for the natural products industry. They recently won two American Package Design Awards ? one for the launch of Joyn SheaFlex70 for client BSP Pharma, the other for the restage of Sovereign Silver for client Natural-Immunogenics Corporation. Principals Dan Mishkind and Kevin Williams are also industry proponents of sustainable packaging practices.]]> Mon, 23 Feb 2009 09:33:47 -0500 http://feedproxy.google.com/~r/SecondWind/~3/mFZ_yIshdl8/knowledge_display.asp Enlisting all agency staff in strategy and planning to keep the new business pipeline flowing with prospective new accounts.<img src="http://feeds.feedburner.com/~r/SecondWind/~4/mFZ_yIshdl8" height="1" width="1"/> http://www.secondwindonline.com/knowledge_display.asp?id=13792 Mon, 23 Feb 2009 09:32:02 -0500 http://feedproxy.google.com/~r/SecondWind/~3/dGiGb7WCBCQ/knowledge_display.asp How advertising agencies can help clients survive and thrive during financial downturns with positive, strategic planning and appropriate, market-attuned creative product.<img src="http://feeds.feedburner.com/~r/SecondWind/~4/dGiGb7WCBCQ" height="1" width="1"/> http://www.secondwindonline.com/knowledge_display.asp?id=13793 Mon, 23 Feb 2009 09:31:52 -0500 Certified Account Executive College in Chicago, IL on April 14, 15 and 16, 2009. These three powerful seminars ? A Complete Guide to Account Service, Account Planning and Strategic Planning for Smaller Agencies and Writing Winning Proposals, Giving Winning Pitches ? are among the best in the industry at teaching agencies how to keep and grow accounts. Learn more about Second Wind Certification, or Register now.]]> Mon, 23 Feb 2009 09:31:31 -0500 Quick Poll, we asked readers, ?Does your agency have a branded ?niche? specialty?? Sixty-three percent responded that they have niche specialties, while 37 percent said they do not. Especially in a down economy, having a branded core specialty is a business strategy that can help your agency stand out and win business in targeted categories. A word of caution: Try to choose specialties that are somewhat recession-proof. It is also a smart tactic to have more than one core specialty, so if one category goes south, the others will balance the loss. Read more about developing core specialties.]]> Mon, 16 Feb 2009 09:42:25 -0500 http://feedproxy.google.com/~r/SecondWind/~3/MlFGk-t3ors/knowledge_display.asp Consultant Paul Field offers tips for when and how advertising agencies should use strategic partnerships to win or service client accounts.<img src="http://feeds.feedburner.com/~r/SecondWind/~4/MlFGk-t3ors" height="1" width="1"/> http://www.secondwindonline.com/knowledge_display.asp?id=13784 Mon, 16 Feb 2009 09:41:36 -0500 http://feedproxy.google.com/~r/SecondWind/~3/OBLQB83u_U0/knowledge_display.asp The “fair use” debate surrounding artist Shepard Fairey’s Obama poster design, including links about copyright, the “open Internet” and orphan works.<img src="http://feeds.feedburner.com/~r/SecondWind/~4/OBLQB83u_U0" height="1" width="1"/> http://www.secondwindonline.com/knowledge_display.asp?id=13783 Mon, 16 Feb 2009 09:40:45 -0500 Super Bowl Search Marketing Scorecard does a great job of evaluating how fully the big game?s advertisers exploit these very expensive ad gambits. This year, in addition to checking how well advertisers tied TV to online via search tactics, Reprise Media also looked at how social media tactics were integrated into campaigns. Marketers of all sizes can learn from how the winners and losers ranked, and what tactics worked best.]]> Mon, 16 Feb 2009 09:40:21 -0500 Total New Business Success in 2009. Then, learn how to position your agency for the future and plan for your eventual retirement with The Agency Buy, Sell, Retire, Transition and Valuation Workshop. And what happens here certainly won?t stay here?you?ll take home valuable ideas and essential strategies. Learn more or register now.]]> Wed, 11 Feb 2009 10:22:36 -0500 http://feedproxy.google.com/~r/SecondWind/~3/zj6qQjU9-8M/knowledge_display.asp A consideration of growing consumer demand for brand authenticity and honesty in marketing.<img src="http://feeds.feedburner.com/~r/SecondWind/~4/zj6qQjU9-8M" height="1" width="1"/> http://www.secondwindonline.com/knowledge_display.asp?id=13775 Wed, 11 Feb 2009 10:20:46 -0500 http://feedproxy.google.com/~r/SecondWind/~3/WHmUi5ZBkFQ/knowledge_display.asp How to use Facebook as a marketing tool, including a marketing case study for an apartment leasor.<img src="http://feeds.feedburner.com/~r/SecondWind/~4/WHmUi5ZBkFQ" height="1" width="1"/> http://www.secondwindonline.com/knowledge_display.asp?id=13776 Wed, 11 Feb 2009 10:19:52 -0500 The Second Wind Newsletter, we are working with a new design team. We think you?ll enjoy Jane Ramsey?s illustrations, and production designer Angie Link will be working with us to execute the layout. Thanks to longtime member Greene Marketing for introducing us to this talented duo.]]> Wed, 11 Feb 2009 10:19:40 -0500 In this issue, we look at cross-channel vs. multi-channel marketing, and the new marketing opportunities created through ?fusion? media channels; discuss the need to focus on brand value over cost to strengthen brands during economic downturns and avoid the commodity trap; and look at how new media and emerging technologies require ad agencies and their clients to change the way they think about marketing. We also review the ?silver linings? in the current recession?business categories where advertising agency opportunities exist. Finally, we offer tips for ?greener? business operations for you and your clients.

Download Vol. 21, No. 12]]> Mon, 2 Feb 2009 09:24:17 -0500 Traction Marketing Group of Oklahoma City, OK, put their own unique spin on the OKC Ad Club Career Day, when advertising students from across the state converged on Oklahoma's advertising industry and connected with its businesses and professionals. Read more about Traction?s Career Day adventures at their blog. In addition to workshops and presentations, Traction hosted a tour at their eye-popping office space, warehouse 127. (We are so jealous!)]]> Mon, 2 Feb 2009 09:21:52 -0500 http://feedproxy.google.com/~r/SecondWind/~3/uWJW626ltKM/knowledge_display.asp New business consultant Larry Melnick on focusing in on category or service specialties to better define your ad agency’s brand.<img src="http://feeds.feedburner.com/~r/SecondWind/~4/uWJW626ltKM" height="1" width="1"/> http://www.secondwindonline.com/knowledge_display.asp?id=13773 Mon, 2 Feb 2009 09:20:54 -0500 http://feedproxy.google.com/~r/SecondWind/~3/g40ERlQlozk/knowledge_display.asp Consultant Paul Field offers tips for reducing ad agency labor costs while delivering great client service.<img src="http://feeds.feedburner.com/~r/SecondWind/~4/g40ERlQlozk" height="1" width="1"/> http://www.secondwindonline.com/knowledge_display.asp?id=13774 Mon, 2 Feb 2009 09:20:17 -0500 Featured Content in our Knowledge Base to help your agency weather the downturn. This week, download our Agency Billings Forecast Planner to look ahead at which clients will deliver valuable billings. This and other useful tools are available free all the time to Second Wind Members.]]> Mon, 2 Feb 2009 09:10:52 -0500 Second Wind Research brings you closer to clients and prospects with the information and data they need to stay competitive. Members save 20% on article searches, target audience demographic and psychographic profiles, target audience media profiles, Federal and State Trademark searches and more. This is a limited-time offer! Contact Heidi or Jennifer to learn more or place an order.]]> Mon, 26 Jan 2009 09:00:23 -0500 Vertical Marketing Network is offering an exciting video game promotional partnership opportunity for male-targeted/youth brands in late May/June 2009. Potential partner categories include (but are not limited to): energy drinks; music; retail outlets?sports, male clothing, auto, C-stores, gas stations; snacks/candy; and male-oriented health/beauty (e.g. razors, shaving cream). This is a barter opportunity.

Contact: Valerie Isozaki, Account Director at Vertical Marketing Network (714) 258-2400, x422; or email valerie.isozaki@verticalmarketing.net]]> Mon, 26 Jan 2009 09:00:06 -0500 ChappellRoberts, reflecting the leadership and sole ownership position of President Colleen Chappell. As executive VP, Chappell doubled the size of the firm in the last six years. The 25-person agency specializes in branding, advertising, marketing and public relations. Agency founder and Chairman of the Board Deanne Roberts continues to lead its issues management practice. Roberts recruited Chappell in 2002 from her corporate role as statewide director of advertising, marketing and business sales with Verizon Wireless.]]> Mon, 26 Jan 2009 08:59:55 -0500 Mon, 26 Jan 2009 08:59:33 -0500 Agency Business Planning 2, for advice on analyzing, developing and adjusting agency business plans throughout the year, involving employees and forecasting client billings. See also our related Bundle, Agency Business Planning. Topic-specific Bundles can be found in the Knowledge Base.]]> Mon, 26 Jan 2009 08:59:04 -0500 http://feedproxy.google.com/~r/SecondWind/~3/EKOTIz_KO0c/knowledge_display.asp A review of the Obama/Biden 2008 presidential campaign, including how new media and branding changed the dynamics of the campaign.<img src="http://feeds.feedburner.com/~r/SecondWind/~4/EKOTIz_KO0c" height="1" width="1"/> http://www.secondwindonline.com/knowledge_display.asp?id=13770 Mon, 26 Jan 2009 08:58:22 -0500 MeHype, the revolutionary new user generated content tool. Be among the first to experience this innovative way of managing your client?s word of mouth marketing programs.

Presented live by Tony Mikes of Second Wind and Tyler LeCompte of MeHype on February 3, 2009 at 2:00 PM Eastern Time. Sign up Now!]]> Mon, 26 Jan 2009 08:57:43 -0500 SuperSaver Vouchers, good toward Second Wind Seminars. Apply these members-only Vouchers to substantially reduce the cost of employee training. Vouchers are only available for purchase until January 31, 2009?then they are gone until next December! Click our ad at right for a downloadable order form, or call 610-374-9093 to order. Or, preview the full 2009 Second Wind Seminars schedule.]]> Mon, 19 Jan 2009 10:56:22 -0500 http://feedproxy.google.com/~r/SecondWind/~3/4t1vvLCcfM4/knowledge_display.asp Mercury Advertising CEO Jeff Welch shares insights on doing national-level great creative at a smaller regional agency.<img src="http://feeds.feedburner.com/~r/SecondWind/~4/4t1vvLCcfM4" height="1" width="1"/> http://www.secondwindonline.com/knowledge_display.asp?id=13768 Mon, 19 Jan 2009 10:55:39 -0500 Hitchcock Fleming & Associates, Akron, OH, recently celebrated four Creativity Awards, including a Gold Award for client Dunlop Tires. Now in its 38th year, the Creativity Annual Awards is one of the longest-running international advertising and graphic design competitions. HFA also won an ARF David Ogilvy Award, an Effie and two International Telly Awards for their Goodyear Tire & Rubber ?Get There®? campaign. The agency?s work for Goodyear and for client Therma Tru® Doors also won them a spot on BtoB Magazine?s Top U.S. Agencies of 2008 list. Congrats to HFA!]]> Mon, 19 Jan 2009 10:55:14 -0500 Member Directory profiles at least annually. Have you checked yours lately? We have found bad URL links and even have members who have never loaded a profile. Your agency?s Second Wind Online primary administrator can edit profiles through the account administration link. Keep profiles current to help potential clients review your skills and services through Agency Search.]]> Mon, 19 Jan 2009 10:54:44 -0500 Vest Advertising of Louisville, KY, joined The Louisville Independent Business Alliance this past October. LIBA is an association of original Louisville businesses, owned and operated by local residents, which runs the BUY LOCAL FIRST campaign. Their goal is ?to preserve the unique community character of the Metro Louisville area by promoting locally-owned businesses, and to educate citizens on the value of shopping locally.? Vest COO Larry Vest said, ?We admire so many unique businesses that started and grew here in Louisville just like we have, and just wanted to be part of an organization that showcases them.?]]> Mon, 12 Jan 2009 10:06:46 -0500 http://feedproxy.google.com/~r/SecondWind/~3/WVt39b4TbyA/knowledge_display.asp The Salvation Army’s 2008 “Online Red Kettle” social media campaign.<img src="http://feeds.feedburner.com/~r/SecondWind/~4/WVt39b4TbyA" height="1" width="1"/> http://www.secondwindonline.com/knowledge_display.asp?id=13765 Mon, 12 Jan 2009 10:06:10 -0500 http://feedproxy.google.com/~r/SecondWind/~3/8_qzNatiilA/knowledge_display.asp CPA Stephen Roseman on the correct way to manage your advertising agency through an economic downturn. Includes setting priorities, assessing client profitability and pursuing new business.<img src="http://feeds.feedburner.com/~r/SecondWind/~4/8_qzNatiilA" height="1" width="1"/> http://www.secondwindonline.com/knowledge_display.asp?id=13766 Mon, 12 Jan 2009 10:05:39 -0500 http://feedproxy.google.com/~r/SecondWind/~3/BbnUybQqiJo/knowledge_display.asp Consultant Paul Field offers eight basic rules for marketing your advertising agency through your website.<img src="http://feeds.feedburner.com/~r/SecondWind/~4/BbnUybQqiJo" height="1" width="1"/> http://www.secondwindonline.com/knowledge_display.asp?id=13764 Mon, 12 Jan 2009 10:04:42 -0500 Quick Poll, we asked readers to offer insight into their agencies? 2009 outlook. 36% said they are ?ready for the challenge,? another 36% stated they are ?optimistic,? and 3% are ?unconcerned.? We like this positive attitude. Companies and agencies need to keep shoulders to the wheel and operate as innovators and idea generators. Meanwhile, 13% of respondents said they are ?pessimistic? and 8% are ?in a panic.? Call us; we?re here to help. And that goes for the 5% who are ?thinking about getting out.? Participate in our new Quick Poll at right.]]> Mon, 5 Jan 2009 09:56:39 -0500 SuperSaver Vouchers, good toward Second Wind Seminars. Apply these members-only Vouchers to substantially reduce the cost of employee training. Vouchers are available for purchase until January 31, 2009?then they are gone until next December! Click our ad at right for a downloadable order form, or call 610-374-9093. Or, preview the full 2009 Second Wind Seminars schedule.]]> Mon, 5 Jan 2009 09:42:02 -0500 http://feedproxy.google.com/~r/SecondWind/~3/0hI2flniBuI/knowledge_display.asp Five tips for stable advertising agency operations during a down economy, including client relations strategies, new business and internal economies.<img src="http://feeds.feedburner.com/~r/SecondWind/~4/0hI2flniBuI" height="1" width="1"/> http://www.secondwindonline.com/knowledge_display.asp?id=13763 Mon, 5 Jan 2009 09:41:16 -0500 Total New Business Success in 2009. Then, learn how to position your agency for the future and plan for your eventual retirement with The Agency Buy, Sell, Retire, Transition and Valuation Workshop. Workshops will be held in Las Vegas, NV, February 24 and 25, 2009. Learn more or register now.]]> Mon, 5 Jan 2009 09:40:32 -0500 St. Louis Chapter of the American Marketing Association (AMA) conducted a 2008 roundtable discussion with twelve chief marketing officers on dealing with economic threats to marketing budgets. Building Market Share in a Down Economy includes: return on marketing investment (ROMI); sticking to strategic plans; customer retention and research; the 4Ps of marketing (product, place, promotion and price), and more. Our thanks to member Lon Zimmerman of Zimmerman Marketing Research for sharing this and other AMA white papers.]]> Mon, 5 Jan 2009 09:40:52 -0500 Tony Mikes with a look at how brands have become more about lifestyles than products as Internet social connections change consumer behavior and brand interactions; consultant John Putney discusses the use of market research to help agency account planners gain accurate customer insights; and PR specialist Rodger Roeser explains the importance of media training, including seven tips for successful media interviews. We also look at how agencies and their clients can employ experiential marketing tactics to engage consumers in long-term brand relationships and word-of-mouth brand advocacy, and offer an overview of personal URLs (PURLs), an online direct marketing tactic, including a list of benefits. Download Vol. 21 No. 11.]]> Tue, 30 Dec 2008 11:37:10 -0500 CommonCraft?s Paperworks videos. These ?Plain English? tutorials on new media, technology and software are wonderful examples that explain complex subjects with simple, amusing visuals and straightforward voiceovers. They are also the kind of videos agencies should create to train clients or promote agency expertise across the Internet. ?How-to? videos are memorable tools for virally self-promoting your agency?or your clients. (P.S.: You can have viral video fun as well as teach. Watch ?Electing a US President? and ?Zombies? for examples.)]]> Tue, 30 Dec 2008 11:36:52 -0500 Bubble Comment allows you to post a 30-second video ?comment.? Just use your webcam to record a video file, then link to the site you are commenting on through Bubble Comment. Logic + Emotion blogger David Armano tested it and assessed its value for adding immediacy and personality to participation in social media conversations. Read more Agency New Media Alerts.]]> Tue, 30 Dec 2008 11:36:36 -0500 Charity Navigator, a frequently awarded site that offers tips in its annual Holiday Giving Guide, and lists charities around the world that you can search using multiple filters to find just the right organization for your donation. Thanks for caring!]]> Mon, 22 Dec 2008 09:38:12 -0500 BCG Communications of Winnipeg, Manitoba. Over 60 large wooden crates labeled ?Canterra Seeds? were placed at strategic locations across Canada?s Prairies region, stamped with a web address?WhatYouCantSee.ca. Site visitors can guess the crates? contents for a chance to win a $10,000 mystery prize. Canterra is positioned as a company devoted to the things growers can?t see?research, innovation and quality. The campaign, supported by ads and PR, has generated web traffic, email sign-ups and media interest. Prize winners will be announced in 2009.]]> Mon, 22 Dec 2008 09:37:50 -0500 http://feedproxy.google.com/~r/SecondWind/~3/RWaAdq7zPfU/knowledge_display.asp Tracking social media conversations about companies and brands with new monitoring and analysis tools.<img src="http://feeds.feedburner.com/~r/SecondWind/~4/RWaAdq7zPfU" height="1" width="1"/> http://www.secondwindonline.com/knowledge_display.asp?id=13754 Mon, 22 Dec 2008 09:37:17 -0500 http://feedproxy.google.com/~r/SecondWind/~3/LWkj62hQf7c/knowledge_display.asp Why the best ad agency survival strategy in a down economy is a regular, proactive new business program.<img src="http://feeds.feedburner.com/~r/SecondWind/~4/LWkj62hQf7c" height="1" width="1"/> http://www.secondwindonline.com/knowledge_display.asp?id=13755 Mon, 22 Dec 2008 09:36:42 -0500 Charity Navigator, a frequently awarded site that offers tips in its annual Holiday Giving Guide, and lists charities around the world that you can search using multiple filters to find just the right organization for your donation. Thanks for caring!]]> Mon, 15 Dec 2008 10:02:27 -0500 http://feedproxy.google.com/~r/SecondWind/~3/dUZndHRG0pY/knowledge_display.asp New business consultant Larry Melnick on developing and promoting your ad agency’s strategic capabilities to attract clients.<img src="http://feeds.feedburner.com/~r/SecondWind/~4/dUZndHRG0pY" height="1" width="1"/> http://www.secondwindonline.com/knowledge_display.asp?id=13741 Mon, 15 Dec 2008 10:01:57 -0500 http://feedproxy.google.com/~r/SecondWind/~3/1q37y5l9bRc/knowledge_display.asp A Fall 2008 BuzzLogic report states that blogs are more influential than social networks on consumer purchase decisions.<img src="http://feeds.feedburner.com/~r/SecondWind/~4/1q37y5l9bRc" height="1" width="1"/> http://www.secondwindonline.com/knowledge_display.asp?id=13736 Mon, 15 Dec 2008 10:00:49 -0500 http://feedproxy.google.com/~r/SecondWind/~3/daJaCqIqeEw/knowledge_display.asp An integrated/multi-channel marketing case study on Post Diamond Shreddies®, a Canadian cereal brand.<img src="http://feeds.feedburner.com/~r/SecondWind/~4/daJaCqIqeEw" height="1" width="1"/> http://www.secondwindonline.com/knowledge_display.asp?id=13740 Mon, 15 Dec 2008 10:00:42 -0500 Wed, 10 Dec 2008 11:18:37 -0500 http://feedproxy.google.com/~r/SecondWind/~3/Y2n6byDItYU/knowledge_display.asp Why interactive marketing services need to be core competencies for today’s advertising agencies.<img src="http://feeds.feedburner.com/~r/SecondWind/~4/Y2n6byDItYU" height="1" width="1"/> http://www.secondwindonline.com/knowledge_display.asp?id=13735 Wed, 10 Dec 2008 11:18:08 -0500 http://feedproxy.google.com/~r/SecondWind/~3/gCSX2VuV2Bo/knowledge_display.asp The 2008 Recession is officially declared; a look at the economy as of December 1, 2008.<img src="http://feeds.feedburner.com/~r/SecondWind/~4/gCSX2VuV2Bo" height="1" width="1"/> http://www.secondwindonline.com/knowledge_display.asp?id=13734 Wed, 10 Dec 2008 11:17:33 -0500 Take our new Quick Poll at right.]]> Wed, 10 Dec 2008 11:17:13 -0500 Moses Anshell now represents two Arizona wineries--Callaghan Vineyards and Dos Cabezas WineWorks. ?This is an amazing opportunity for us to get in on the ground floor of Arizona?s version of Napa Valley,? said Louie Moses, agency president and Chief Creative Officer. ?They have great wine and a great story to tell.? The agency also represents the Arizona Office of Tourism, the Arizona Humane Society, Nintendo of America, The Children?s Museum of Phoenix and TASER International.]]> Tue, 2 Dec 2008 09:50:56 -0500 http://feedproxy.google.com/~r/SecondWind/~3/l4juHa-nm9U/knowledge_display.asp The number-crunching is complete, and the <b>2008 Annual Agency Survey Report</b> is now <a href="http://www.secondwindonline.com/knowledge_display.asp?id=13733">available for download</a>. This valuable report provides a picture of the smaller and midsize ad agency business across North America. Use it to assess where your agency stands in comparison with similar firms, and identify trends that may help with business planning. Members will receive a bound copy in the mail later this month. Thanks to all who participated in this year’s survey!<img src="http://feeds.feedburner.com/~r/SecondWind/~4/l4juHa-nm9U" height="1" width="1"/> http://www.secondwindonline.com/knowledge_display.asp?id=13733 Tue, 2 Dec 2008 09:50:02 -0500 http://feedproxy.google.com/~r/SecondWind/~3/m4DZ9BI_ccw/knowledge_display.asp Vol. 21 Nos. 9 and 10 of <i>The Second Wind Newsletter</i> is a themed double-issue on <b>MEDIA POWER</b>, offering a look at traditional, online, social, out-of-home and alternative media in 2008. We discuss how traditional media can be more interactive; why TV is not dying, just moving to new venues; the impact of digital on outdoor advertising; in-cinema ad options; how out-of-home is using interactive ad projections to interact with consumers; mobile marketing’s potential to alter direct marketing and why agencies have time to learn this tactic; choosing appropriate event sponsorships for clients; and the rise and best practices of advergaming. <a href="http://www.secondwindonline.com/knowledge_display.asp?id=13732">Download Vol. 21 Nos. 9 and 10</a>.<img src="http://feeds.feedburner.com/~r/SecondWind/~4/m4DZ9BI_ccw" height="1" width="1"/> http://www.secondwindonline.com/knowledge_display.asp?id=13732 Mon, 1 Dec 2008 11:31:00 -0500 http://feedproxy.google.com/~r/SecondWind/~3/0lBO5n-pVX4/knowledge_display.asp Consultant John Putney on building creative campaigns based on customer research and account planning insights; with a link to a Consumer-Driven Creative Brief.<img src="http://feeds.feedburner.com/~r/SecondWind/~4/0lBO5n-pVX4" height="1" width="1"/> http://www.secondwindonline.com/knowledge_display.asp?id=13731 Mon, 1 Dec 2008 11:30:08 -0500 http://feedproxy.google.com/~r/SecondWind/~3/dHqifFFc7HM/knowledge_display.asp Consultant Jim Hughes on how brand development and branding can protect products and companies from price erosion in a down economy.<img src="http://feeds.feedburner.com/~r/SecondWind/~4/dHqifFFc7HM" height="1" width="1"/> http://www.secondwindonline.com/knowledge_display.asp?id=13730 Mon, 1 Dec 2008 11:29:59 -0500 Last week, Domino?s Pizza® and TiVo announced that starting early in 2009, in selected markets, broadband customers will be able to order a pizza online through TiVo. Read More.]]> Mon, 24 Nov 2008 09:26:08 -0500 Eric Holter critiques the website of Chicago agency closerlook, a relationship marketing firm specializing in healthcare (pharmaceutical, health insurance, and health information technology). ?The agency has an excellent website that builds upon tight positioning with a significant content strategy,? says Eric. Visit Eric?s blog to read the critique, and also check his post about becoming a Second Wind Consultant.]]> Mon, 24 Nov 2008 09:25:07 -0500 http://feedproxy.google.com/~r/SecondWind/~3/xKxYQ3abIDU/knowledge_display.asp Learning new media tactics by immersing yourself and your agency in research, reading and testing.<img src="http://feeds.feedburner.com/~r/SecondWind/~4/xKxYQ3abIDU" height="1" width="1"/> http://www.secondwindonline.com/knowledge_display.asp?id=13726 Mon, 24 Nov 2008 09:24:30 -0500 EMC Creative's PR Department is agency self-promotion. Earlier this year, co-founder Colleen Edwards toured China to evaluate the country's growth in master-planned communities. The agency gained major features with the San Francisco Chronicle, California Builder Magazine and the Contra Costa Times that positioned Edwards and the agency as experts on master-planned communities with a global outlook. Read More...]]> Mon, 17 Nov 2008 09:23:57 -0500 http://feedproxy.google.com/~r/SecondWind/~3/JFTu17PnwMw/knowledge_display.asp RSW’s Mark Sneider offers five tips on pursuing new business prospects to win the account following the first meeting.<img src="http://feeds.feedburner.com/~r/SecondWind/~4/JFTu17PnwMw" height="1" width="1"/> http://www.secondwindonline.com/knowledge_display.asp?id=13721 Mon, 17 Nov 2008 09:23:21 -0500 http://feedproxy.google.com/~r/SecondWind/~3/darDiWJ9uKU/knowledge_display.asp A viral video marketing case study on the Blendtec® “Will It Blend” campaign.<img src="http://feeds.feedburner.com/~r/SecondWind/~4/darDiWJ9uKU" height="1" width="1"/> http://www.secondwindonline.com/knowledge_display.asp?id=13722 Mon, 17 Nov 2008 09:22:53 -0500 Knowledge Base to learn more about New Business. And you may want to register for our New Business Seminar, coming up in February 2009.]]> Mon, 10 Nov 2008 09:20:45 -0500 ?One of the reasons I joined is because Tony?s and my philosophies are very similar,? says Conway. ?As members, we have enjoyed networking and conferring with other agencies of similar size, with similar problems, from around the country. We all benefit from this objective look at operational problems in our respective agencies.?

Conway expressed appreciation for Second Wind professional training, new business guidance, help in transitioning to a new generation of agency managers and consulting advice.

?Affiliations with people like branding expert Jim Hughes have meant a lot. I like Jim?s concept of branding,? says Conway, touting the benefits of Second Wind Consulting.

Conway also speaks highly of Second Wind?s personal level of service.

?When you call, you reach a live person. Second Wind [staffers] are and always have been very responsive and helpful,? Conway concludes. ?Second Wind is an excellent resource for agencies that are just starting up. Tony started a wonderful company.?

Read more about Second Wind?s 20th Anniversary, or learn about Second Wind Membership.]]> Mon, 10 Nov 2008 09:32:45 -0500 HOW magazine includes an article by Lisa Hazen called, ?Rock Your Website.? Lisa interviewed Second Wind Consultant Eric Holter for the article and quoted him generously throughout. The article also includes a sidebar Eric wrote called ?8 Steps to Make Your Site Sing.? Learn more about Eric and our other Second Wind Consultants.]]> Mon, 10 Nov 2008 09:20:12 -0500 http://feedproxy.google.com/~r/SecondWind/~3/BYK4zwDT5Yk/knowledge_display.asp Consultant Connie Burtcheard offers six steps to better time management for ad agency owner/managers.<img src="http://feeds.feedburner.com/~r/SecondWind/~4/BYK4zwDT5Yk" height="1" width="1"/> http://www.secondwindonline.com/knowledge_display.asp?id=13719 Mon, 10 Nov 2008 09:19:40 -0500 http://feedproxy.google.com/~r/SecondWind/~3/XQ5oA5XIzZQ/knowledge_display.asp How the volunteer-driven success of the 2008 Obama presidential campaign reflects the growing influence of “brand advocates” and the importance of consumer engagement.<img src="http://feeds.feedburner.com/~r/SecondWind/~4/XQ5oA5XIzZQ" height="1" width="1"/> http://www.secondwindonline.com/knowledge_display.asp?id=13720 Mon, 3 Nov 2008 09:15:23 -0500 2009 Seminars for ad agency professionals. We?ll begin with the Agency Owner/Manager Workshops, February 24 and 25, 2009, in Las Vegas, NV. During the coming year, you?ll have several opportunities to earn Second Wind Certification. And members, watch for your 2009 SuperSaver Vouchers offer, coming soon. Cutting back on travel? Try our Webinar Recordings Library. We?re here to help you have another great year?]]> Wed, 5 Nov 2008 08:54:23 -0500 http://feedproxy.google.com/~r/SecondWind/~3/p4jjnK4NERE/knowledge_display.asp Consultant Arthur Naylor on the need for marketers to understand, monitor and participate in social media.<img src="http://feeds.feedburner.com/~r/SecondWind/~4/p4jjnK4NERE" height="1" width="1"/> http://www.secondwindonline.com/knowledge_display.asp?id=13718 Mon, 3 Nov 2008 09:18:11 -0500 http://feedproxy.google.com/~r/SecondWind/~3/ECQVE4YiGoU/knowledge_display.asp Why cross-channel marketing is important and what ad agencies should do to guide clients from over-relying on online media.<img src="http://feeds.feedburner.com/~r/SecondWind/~4/ECQVE4YiGoU" height="1" width="1"/> http://www.secondwindonline.com/knowledge_display.asp?id=13717 Mon, 3 Nov 2008 09:13:58 -0500 Surviving a Down Economy: Advice for Smaller Advertising Agencies, to learn where to focus management energies in your ad agency or design firm. We discuss being more efficient; credit checking; collection practices; strategic positioning; service enhancements and financial measures to help your agency ride through rough economic periods. Learn more or purchase. Second Wind White Papers provide capsule knowledge for busy advertising agency professionals on a wide variety of topics and are available FREE to Second Wind Members. To access this file, members must be logged in. Click here to retrieve your password information.]]> Mon, 27 Oct 2008 09:36:41 -0500 Eric Holter and Arthur Naylor are the newest members of Second Wind Consulting?s team of experts. Eric is principal of web strategy consulting firm Agency Critique, specializing in website analysis for creative firms. Visit Eric?s blog for examples of his insight and expertise. Arthur is principal and owner of MONETAR Web Media Productions, a web design and development firm assisting smaller businesses in moving to and building successful company brands on the Internet. Arthur previously was Chief Information Architect for CondeNast Publications. Both bring much-needed Internet expertise to our Consulting services. Watch for articles from Eric and Arthur, and expect to see them in Forums.]]> Mon, 27 Oct 2008 09:36:12 -0400 http://feedproxy.google.com/~r/SecondWind/~3/tCQJsPJTdM4/seminar_details.asp Refresh your agency’s creativity with Second Wind’s <a href="http://www.secondwindonline.com/seminar_details.asp?semid=13407">Creative Juice</a> in Costa Mesa, CA, November 4, 5 and 6, 2008! Clients crave better ideas from their agencies. Agencies need to proactively generate creative marketing solutions ranging from print ads to social media. This two and one-half day event offers instruction, demonstrations, workshops and a creative tour of legendary TBWA/Chiat/Day, Los Angeles. Join us for a dose of creative zest! <a href="http://www.secondwindonline.com/seminar_details.asp?semid=13407">Register Now!</a><img src="http://feeds.feedburner.com/~r/SecondWind/~4/tCQJsPJTdM4" height="1" width="1"/> http://www.secondwindonline.com/seminar_details.asp?semid=13407 Mon, 27 Oct 2008 09:35:24 -0400 http://feedproxy.google.com/~r/SecondWind/~3/JcbfbD_H-Ak/knowledge_display.asp A 2008 court decision that may require companies with online and offline retail operations to make websites accessible to the visually-impaired under the Americans With Disabilities Act.<img src="http://feeds.feedburner.com/~r/SecondWind/~4/JcbfbD_H-Ak" height="1" width="1"/> http://www.secondwindonline.com/knowledge_display.asp?id=13712 Mon, 27 Oct 2008 09:34:43 -0400 http://feedproxy.google.com/~r/SecondWind/~3/iZC2_ihXFY0/knowledge_display.asp Consultant Eric Holter explains that getting website strategy and search marketing right should be the priority for ad agencies and their clients, before they move into social media.<img src="http://feeds.feedburner.com/~r/SecondWind/~4/iZC2_ihXFY0" height="1" width="1"/> http://www.secondwindonline.com/knowledge_display.asp?id=13711 Mon, 20 Oct 2008 09:33:31 -0400 H.T. Klatzky Associates? IT specialist Woody Robison lost his baby son Connor in a tragic accident, the firm banded together to offer support. Co-workers organized the HTK Garage-A-Thon, a massive 30-family garage sale, bake sale and silent auction, and raised $7,500 in eight hours to help the family cover funeral expenses. We extend our sincere sympathy to the Robisons, and kudos to Howard Klatzky?s great employees.]]> Mon, 20 Oct 2008 09:33:02 -0400 http://feedproxy.google.com/~r/SecondWind/~3/uafLF8CS_jQ/knowledge_display.asp The new importance of engaged and incented employees, and their role in customer-focused businesses.<img src="http://feeds.feedburner.com/~r/SecondWind/~4/uafLF8CS_jQ" height="1" width="1"/> http://www.secondwindonline.com/knowledge_display.asp?id=13702 Tue, 14 Oct 2008 10:37:22 -0400 Nancy Perry Johnson is principal of 20-year Second Wind member Market Force Inc, a nationally-recognized strategic mar-comm firm based in Raleigh, NC. Johnson is quick to tout the benefits of her long association with the Network and other Second Wind members.

?Back in the early ?90s, I was interested in getting involved in Economic Development advertising and sent out an appeal to members with that type of experience. I received three great responses plus samples that really helped me understand the business,? says Nancy. ?All these years later, my company specializes in this category. I doubt that I would have had the confidence to tackle it without the help of [Second Wind] members.?

?I view Second Wind as an invaluable resource that is available at a moment's notice. Thanks for all the help and support over the years!? Thank you, Nancy, for the positive review. Read more about Second Wind?s 20th Anniversary.

Read this article and think about how your clients may (or may not) be best served by social media in their marketing mix. Be the brand navigator your clients need.]]> Fri, 3 Oct 2008 13:48:07 -0400 Quick Poll asked readers how their clients view agency account executives. Forty-four percent said clients see their account service people as strategic partners who provide ideas, information and planning. Other respondents said their AEs are viewed as gophers to carry work back and forth (29%), or as vendors who ?cost them money? (27%). Learn more about positioning your agency as a strategic partner in More Bang for the Buck. And please answer our current Quick Poll at right.]]> Mon, 29 Sep 2008 09:42:37 -0400 http://feedproxy.google.com/~r/SecondWind/~3/_Mmg88BVnaY/knowledge_display.asp A creative director explains the qualities and characteristics needed for his job function.<img src="http://feeds.feedburner.com/~r/SecondWind/~4/_Mmg88BVnaY" height="1" width="1"/> http://www.secondwindonline.com/knowledge_display.asp?id=13682 Mon, 29 Sep 2008 09:41:39 -0400 http://feedproxy.google.com/~r/SecondWind/~3/rKkoIEgbDq0/knowledge_display.asp Case Study: Consultant John Putney on how account planning insights helped Progresso Soups reposition from ethnic specialty to soup category leader.<img src="http://feeds.feedburner.com/~r/SecondWind/~4/rKkoIEgbDq0" height="1" width="1"/> http://www.secondwindonline.com/knowledge_display.asp?id=13685 Mon, 29 Sep 2008 09:40:12 -0400 Elaine Lyerly of Lyerly Agency, Charlotte, NC, presented ?Bringing Your Brand to America? to the Council of American States of Canada (CASC). The group consisted of Canadian businesspeople considering expansion into the US marketplace. Elaine was the first marketing professional ever invited to address the group, and was asked to return for future seminars. Learn more about how agency principals can incorporate public speaking as part of a broad self-promotion strategy.]]> Mon, 22 Sep 2008 09:33:57 -0400 full agenda and confirmed speakers list. We hope to see you there!" target="top">full agenda and confirmed speakers list. We hope to see you there!]]> Mon, 22 Sep 2008 09:33:28 -0400 http://feedproxy.google.com/~r/SecondWind/~3/j3inyu0wzDM/knowledge_display.asp Larry Melnick discusses the need for dedicated systems, people and resources in a successful ad agency new business process.<img src="http://feeds.feedburner.com/~r/SecondWind/~4/j3inyu0wzDM" height="1" width="1"/> http://www.secondwindonline.com/knowledge_display.asp?id=13681 Mon, 22 Sep 2008 09:32:47 -0400 Frank Stire of Montgomery Stire & Partners, New Orleans, LA, was among Second Wind?s first 15 members when the Network was founded in 1988.

?At the time,? said Frank, ?we were looking to get into an association that was not as big as the AAAAs, that could better understand smaller agency issues.

?I consider Tony Mikes a mentor and a good friend. Tony and Second Wind have been especially valuable in helping me and my partners establish effective agency business relationships. My late partner, George Montgomery, and I went through a series of partnerships. We grew to become the second largest agency in Louisiana working an agency model Tony created for us.

?The relationship is good for us because we can call, ask for advice, solve our issues and move on. And when you need that advice, Tony and Second Wind are there.?

Second Wind is celebrating our 20th Anniversary. Read More?]]> Mon, 22 Sep 2008 09:31:29 -0400 Paul Field, Agency Growth Consultant, and one of our Second Wind Consulting professionals. Paul is a frequent participant in Forums as well as a valuable advisor to individual agencies. He recently upgraded his website, where he?ll be offering useful content. He also just published issue 1 of InView, a monthly e-newsletter. Visit http://www.fieldvision2020.com/Joomla/ or email Paul at fieldvision2020@verizon.net to sign up for the newsletter.]]> Mon, 15 Sep 2008 09:22:07 -0400 Certified Account Executive College in Atlanta, GA on September 23, 24 and 25, 2008. Register now for A Complete Guide to Account Service, Account Planning and Strategic Planning for Smaller Agencies and Writing Winning Proposals, Giving Winning Pitches. We hope to see you there! Learn more about Second Wind Certification, or Register now.]]> Mon, 15 Sep 2008 09:21:36 -0400 http://feedproxy.google.com/~r/SecondWind/~3/Kr1q4vAFfYQ/knowledge_display.asp Paul Field offers nine ways to use benefit-driven offers to win new business meetings.<img src="http://feeds.feedburner.com/~r/SecondWind/~4/Kr1q4vAFfYQ" height="1" width="1"/> http://www.secondwindonline.com/knowledge_display.asp?id=13680 Mon, 15 Sep 2008 09:21:13 -0400 CreateAthon this week. CreateAthon is the brainchild of Cathy Monetti and Teresa Coles of South Carolina mar-comm firm and Second Wind member RIGGS. Conceived as a local event in 1998, CreateAthon now includes 62 agencies conducting 24-hour, pro bono, creative marathons for area non-profit organizations. The program has benefited 1,008 nonprofit organizations with 2,143 projects valued at $8.4 million. Read What?s Good About Pro Bono? on our Featured Items page to learn how pro bono is good for your community and your agency.]]> Mon, 15 Sep 2008 09:20:57 -0400 Quick Poll, agencies were asked whether they conducted in-house reviews of their creative product. A majority of agencies (63%) said they review their work after completing a project. In-house creative reviews are a great way to maintain high quality and explore ways to improve future projects.]]> Mon, 15 Sep 2008 09:20:40 -0400 full agenda and confirmed speakers list. We hope to see you there!]]> Mon, 8 Sep 2008 10:03:01 -0400 http://feedproxy.google.com/~r/SecondWind/~3/8qFWRm5xE3w/knowledge_display.asp Mark Sneider of RSW on making the most of “Silly Season,” when clients set next year’s budget and explore the idea of switching ad agencies.<img src="http://feeds.feedburner.com/~r/SecondWind/~4/8qFWRm5xE3w" height="1" width="1"/> http://www.secondwindonline.com/knowledge_display.asp?id=13670 Mon, 8 Sep 2008 10:01:57 -0400 http://feedproxy.google.com/~r/SecondWind/~3/Y6CaqSTzr9g/knowledge_display.asp Consultant John Putney on how account planning insights add relevance, empathy and value (REV) to marketing campaigns.<img src="http://feeds.feedburner.com/~r/SecondWind/~4/Y6CaqSTzr9g" height="1" width="1"/> http://www.secondwindonline.com/knowledge_display.asp?id=13671 Mon, 8 Sep 2008 10:01:47 -0400 Howard Klatzky of Minnesota agency H. T. Klatzky and Associates, Inc. is one of our early members. His agency, a healthcare specialist, just won Best of Show in the Lake Superior Advertising Federation (LSAF) ADDY Awards for the fifth straight year, and recently added a Wisconsin office.

?Back in the late ?80s there were very few resources for small agencies,? said Howard. ?I can remember only one [industry] newsletter, which always took the same point of view, and it was, of course, long before the Internet. One day, while wondering why the big boys had the 4A?s and us little guys had nothing, I received a direct mail piece from Tony Mikes announcing his new venture, the Second Wind Network.

?The timing was perfect; I joined the Network without hesitation. It?s one of the best things our agency has ever done. [They offer] great resources, online and in person. Helpful seminars, network surveys, and Tony and Laurie have been there as we?ve needed them?and we have?through the years.?

Thank you, Howard and company, for giving us the opportunity to assist you to grow and succeed. Read more about our 20th anniversary. ]]> Tue, 2 Sep 2008 09:18:10 -0400 HOW magazine focusing on self-promotion includes a column by Tony Mikes, Second Wind?s managing director. ?Are You Interesting?? recommends developing ad agency brands to leverage new business pitches and build client relationships. The issue is on newsstands now. We hope you?ll find a copy and read it. And our thanks to HOW editor Bryn Mooth for the opportunity.]]> Tue, 2 Sep 2008 09:17:48 -0400 http://feedproxy.google.com/~r/SecondWind/~3/SFOJvoJjYuA/knowledge_display.asp Guiding your ad agency during an economic downturn to emerge better positioned to compete and grow.<img src="http://feeds.feedburner.com/~r/SecondWind/~4/SFOJvoJjYuA" height="1" width="1"/> http://www.secondwindonline.com/knowledge_display.asp?id=13669 Tue, 2 Sep 2008 09:17:08 -0400 Certified Account Executive College in Atlanta, GA, on September 23, 24 and 25, 2008. These three powerful seminars ? A Complete Guide to Account Service, Account Planning and Strategic Planning for Smaller Agencies and Writing Winning Proposals, Giving Winning Pitches ? are the most popular on Second Wind?s schedule, and among the best in the industry. We urge you to attend. Learn more about Second Wind Certification, or Register now.]]> Tue, 2 Sep 2008 09:16:43 -0400 Door Number | 3 of Austin, TX, sent this quarter?s newsletter, Behind the Door. We think this is a fun example of an agency promotional newsletter, which you can also view interactively here. Also, congrats to Creative Director and Principal Prentice Howe, newly elected board member of the Austin Advertising Federation.]]> Tue, 26 Aug 2008 11:16:23 -0400 http://feedproxy.google.com/~r/SecondWind/~3/Z2L2FmQ88uo/knowledge_display.asp Why agency owners should take advantage of casual, out-of-office, face-to-face interactions to build relationships and meet new business prospects.<img src="http://feeds.feedburner.com/~r/SecondWind/~4/Z2L2FmQ88uo" height="1" width="1"/> http://www.secondwindonline.com/knowledge_display.asp?id=13668 Tue, 26 Aug 2008 11:16:07 -0400 http://feedproxy.google.com/~r/SecondWind/~3/BFK8Pw2kBn8/knowledge_display.asp Consultant John Putney on how account planning insights add relevance, empathy and value (REV) to marketing campaigns.<img src="http://feeds.feedburner.com/~r/SecondWind/~4/BFK8Pw2kBn8" height="1" width="1"/> http://www.secondwindonline.com/knowledge_display.asp?id=13667 Sat, 16 Aug 2008 13:53:06 -0400 Robert Brandt and Associates is one of these early members.

?My agency was a member of the AAAA's for many years. While that?s a fine organization, Second Wind gave me more help in six months than the AAAAs did in six years,? said Bob. ?Being a plank member of Second Wind, I can?t count the number of times over twenty years that Tony and his team gave me a ?second wind? to keep on going in challenging times.?

Thank you, Bob and company, for giving us the opportunity to assist you to grow and succeed. Read more about our 20th anniversary.]]> Sat, 16 Aug 2008 13:53:29 -0400 Certified Account Executive College in Atlanta, GA on September 23, 24 and 25, 2008. These three powerful seminars ? A Complete Guide to Account Service, Account Planning and Strategic Planning for Smaller Agencies and Writing Winning Proposals, Giving Winning Pitches ? are the most popular on Second Wind?s schedule, and among the best in the industry. This is our last Certification opportunity in 2008. Client retention and relationships are critical to growing a successful agency. We urge you to attend. Register now.]]> Sat, 16 Aug 2008 13:54:21 -0400 http://feedproxy.google.com/~r/SecondWind/~3/TQ3R45ctuTI/knowledge_display.asp New business consultant Mark Sneider on how ad agencies should use trade shows as new business prospecting venues.<img src="http://feeds.feedburner.com/~r/SecondWind/~4/TQ3R45ctuTI" height="1" width="1"/> http://www.secondwindonline.com/knowledge_display.asp?id=13665 Sat, 16 Aug 2008 13:54:58 -0400 CurrentTrack® workflow software, Dawn Travelstead has launched a new blog. She hopes this will be a place where ad agency traffic and production folks can share ideas and discuss the many issues related to managing workflow in today?s busy ad agencies. Dawn said some lovely things about our recent Agency Operations School, our attendees and the seminars. Bookmark Dawn?s blog as a resource, and visit her now and again to comment on her posts. http://developware.com/blog]]> Mon, 11 Aug 2008 11:34:55 -0400 http://feedproxy.google.com/~r/SecondWind/~3/ZaJY5CB2QYY/knowledge_display.asp Consultant John Putney offers ten key best practices for account executives and account managers.<img src="http://feeds.feedburner.com/~r/SecondWind/~4/ZaJY5CB2QYY" height="1" width="1"/> http://www.secondwindonline.com/knowledge_display.asp?id=13662 Mon, 11 Aug 2008 11:33:57 -0400 white paper, or access sample briefs available in Agency Documents/Forms/Creative Forms.]]> Mon, 11 Aug 2008 11:33:37 -0400 Imaginasium of Green Bay, WI, at De Pere?s SC Grand on June 26, 2008. Presentations focused on the changing ways in which businesses need to communicate with customers, including evolving brand strategies and Web 2.0 tactics. Special guest speaker Dana VanDen Heuvel, a nationally recognized expert on blogging, podcasting, and interactive trends, presented ?Telling Your Story Through Digital and Social Media.? The conference drew 30 business professionals and concluded with a participants? roundtable discussion.]]> Tue, 5 Aug 2008 09:13:35 -0400 Experience Design, and how designers are now involved in branding customer experiences from product creation through repurchase. Also please respond to our new Quick Poll at right? and don?t miss the current issue of The Second Wind Newsletter focusing on the ad agency creative product. You?ll find additional creative articles, forms, and bundles in the Knowledge Base. And we?ll be posting details about our November ?Creative Juice? workshop later this week. Keep creating!]]> Tue, 5 Aug 2008 09:12:59 -0400 http://feedproxy.google.com/~r/SecondWind/~3/l3e5tfWI-TY/knowledge_display.asp How Procter & Gamble refocused their business around “experience design” for better consumer/brand engagement, including experience design goals and benefits.<img src="http://feeds.feedburner.com/~r/SecondWind/~4/l3e5tfWI-TY" height="1" width="1"/> http://www.secondwindonline.com/knowledge_display.asp?id=13657 Tue, 5 Aug 2008 09:12:13 -0400 Brokaw Inc. of Cleveland, OH, giving new meaning to the term ?parent company.? Brokaw Motion founder Gregg Brokaw will now work in tandem with his dad Bill. Gregg has created motion design solutions for major international brands including Kellogg?s, Harley-Davidson and Herman Miller. See a montage of Gregg?s work at www.brokawmotion.com.]]> Mon, 28 Jul 2008 09:50:26 -0400 http://feedproxy.google.com/~r/SecondWind/~3/u9BQGzVHbVE/knowledge_display.asp Risk-taking creative ideas in the age of agile media.<img src="http://feeds.feedburner.com/~r/SecondWind/~4/u9BQGzVHbVE" height="1" width="1"/> http://www.secondwindonline.com/knowledge_display.asp?id=13647 Mon, 28 Jul 2008 09:49:43 -0400 Corporate Report Wisconsin, Madison, WI agency and brand consultant Glowac+Harris+Madison was chosen as the state?s ?Best Advertising Agency.? A Second Wind member since 2004, the firm was listed as one of Wisconsin?s Top 3 advertising firms by CRW?s readers in 2007. ?We are honored by this distinction because it reflects the perception of business leaders across the state,? says CEO Wayne Glowac. ?It also reflects our successful, positive working relationships with clients and vendors.? Congrats to all at GHM. Your agency could be featured on our home page! Send your agency news to editor@secondwindonline.com.]]> Mon, 28 Jul 2008 09:49:14 -0400 editor@secondwindonline.com.]]> Mon, 21 Jul 2008 09:58:51 -0400 Bundle, The Creative Director, discussing the critical management role of this creative overseer. Respond at right to our new Quick Poll. See Featured Items in the Knowledge Base for other creative-themed articles. Read the current issue of The Second Wind Newsletter for a discussion of the ad agency creative product. Watch for new Home Page articles on creative topics. And check out our publications for agency creatives. Also, learn more about our ?Creative Juice? workshop in November, and read our recent Brainstorming White Paper.]]> Mon, 21 Jul 2008 09:59:26 -0400 http://feedproxy.google.com/~r/SecondWind/~3/DwoPXADiKUs/knowledge_display.asp Advice for agencies on focusing more on internet/interactive media to meet shifting client demands.<img src="http://feeds.feedburner.com/~r/SecondWind/~4/DwoPXADiKUs" height="1" width="1"/> http://www.secondwindonline.com/knowledge_display.asp?id=13644 Mon, 21 Jul 2008 09:59:51 -0400 http://feedproxy.google.com/~r/SecondWind/~3/pDpx2kjmLvI/knowledge_display.asp Creating “think pods” where ad agency creative people can go to develop concepts or kick around ideas.<img src="http://feeds.feedburner.com/~r/SecondWind/~4/pDpx2kjmLvI" height="1" width="1"/> http://www.secondwindonline.com/knowledge_display.asp?id=13643 Mon, 14 Jul 2008 11:59:54 -0400 20th Anniversary message from our founder and Managing Director, Tony Mikes.]]> Mon, 14 Jul 2008 10:08:46 -0400 Featured Items in the Knowledge Base for articles and other items relating to the agency creative process. Respond at right to our new Quick Poll. Read the latest issue of The Second Wind Newsletter for a discussion of the ad agency creative product. Watch for new Home Page articles on creative topics. And check out our publications for agency creatives. Remember that we are offering our popular ?Creative Juice? workshop in November?details will be available soon. And see our new White Paper on Brainstorming.]]> Mon, 14 Jul 2008 10:08:22 -0400 http://feedproxy.google.com/~r/SecondWind/~3/hTlIwVS0CtY/knowledge_display.asp Why advertising should continue to strive to make audiences feel good, and not just sell product or build the brand.<img src="http://feeds.feedburner.com/~r/SecondWind/~4/hTlIwVS0CtY" height="1" width="1"/> http://www.secondwindonline.com/knowledge_display.asp?id=13641 Mon, 14 Jul 2008 10:07:51 -0400 http://feedproxy.google.com/~r/SecondWind/~3/pN1cxrSR6xo/knowledge_display.asp Case Study: Mountain Dew’s 2008 “DEWmocracy” campaign as an example of transmedia, integrated marketing.<img src="http://feeds.feedburner.com/~r/SecondWind/~4/pN1cxrSR6xo" height="1" width="1"/> http://www.secondwindonline.com/knowledge_display.asp?id=13642 Mon, 14 Jul 2008 10:07:15 -0400 Tony Mikes discusses why creative directors must manage, concept, defend and improve the creative product, letting staff do the work, and recommends developing an agency brand using the six stages of brand-development. We talk about fostering a spirit of creative play; combining an understanding of consumer emotions with client strategy to develop more effective creative; and creatively engaging consumers with place-based marketing. We review the rise of the ?renaissance generation? and their impact on marketing planning; how Proctor & Gamble employs ?experience design? for better consumer/brand engagement; and online idea exchanges as new agency competitors?or potential opportunities. Finally, we discuss perfecting your agency?s creative product, and balancing ad agency creative chaos with procedural order. Download Vol. 21 No.6.]]> Mon, 7 Jul 2008 09:03:12 -0400 http://feedproxy.google.com/~r/SecondWind/~3/LGfyKmhYLmk/knowledge_display.asp Successful staff collaboration is one of the most important factors in becoming a great creative agency. Unfortunately, the creative process in many smaller agencies can be inhibiting and unproductive, hindering the ability to execute compelling and effective creative. Download our newest White Paper, <a href="http://www.secondwindonline.com/knowledge_display.asp?id=13635">Brainstorming: Group Generation of Great Creative Ideas</a> to learn how to improve your agency’s creative process. Members must be logged in to access free White Papers. See <a href="http://www.secondwindonline.com/knowledge_list.asp?cmd=subject&id=28">more Second Wind White Papers</a> providing capsule knowledge for busy advertising agency professionals.<img src="http://feeds.feedburner.com/~r/SecondWind/~4/LGfyKmhYLmk" height="1" width="1"/> http://www.secondwindonline.com/knowledge_display.asp?id=13635 Mon, 7 Jul 2008 09:02:57 -0400 http://feedproxy.google.com/~r/SecondWind/~3/s1PJzD55WV8/knowledge_display.asp The dangers of clients exaggerating or fabricating product claims, and how ad agencies can guide clients toward more authentic and trusted marketing communications. Includes Hold Harmless contract clause.<img src="http://feeds.feedburner.com/~r/SecondWind/~4/s1PJzD55WV8" height="1" width="1"/> http://www.secondwindonline.com/knowledge_display.asp?id=13637 Mon, 7 Jul 2008 09:02:16 -0400 Smith & Jones of Sturbridge, MA, recently designed a brochure for an important cause. The Voices for Children Bike Ride, a fund-raising and awareness event aimed at fighting child sexual abuse, is celebrating its 10th Anniversary. The agency worked with organization founder Ann McCarron to create a promotional mailer to help build interest and participation in the annual event. Learn more at www.voicesforchildrenbikeride.org.]]> Mon, 30 Jun 2008 11:10:21 -0400 http://feedproxy.google.com/~r/SecondWind/~3/eFD0drW3DKk/knowledge_display.asp An overview of The New Business Manager Survey 2008 by Reardon Smith Whittaker assessing marketing and advertising firms’ new business development practices.<img src="http://feeds.feedburner.com/~r/SecondWind/~4/eFD0drW3DKk" height="1" width="1"/> http://www.secondwindonline.com/knowledge_display.asp?id=13634 Mon, 30 Jun 2008 11:10:04 -0400 http://feedproxy.google.com/~r/SecondWind/~3/pwYF8WQb_I8/knowledge_display.asp John Putney reviews current trends in social networking among over-50 Baby Boomers, and why marketers should take note.<img src="http://feeds.feedburner.com/~r/SecondWind/~4/pwYF8WQb_I8" height="1" width="1"/> http://www.secondwindonline.com/knowledge_display.asp?id=13633 Sun, 22 Jun 2008 13:36:56 -0400 http://feedproxy.google.com/~r/SecondWind/~3/EBR2MlVBF4c/knowledge_display.asp Allan Godshall on converting money-losing accounts into profit generators.<img src="http://feeds.feedburner.com/~r/SecondWind/~4/EBR2MlVBF4c" height="1" width="1"/> http://www.secondwindonline.com/knowledge_display.asp?id=13627 Sun, 22 Jun 2008 13:35:29 -0400 Second Wind Webinars are digital training modules featuring detailed slide shows plus audio, and can be purchased for download from our Webinars Library. You can present a Webinar as a ?lunch and learn? session right in your agency, to as many employees as you like, for less than the cost of a single seminar registration. View our Webinars Library.]]> Sun, 22 Jun 2008 13:35:01 -0400 Quick Poll, we asked site users if their agencies have guidelines for in-office use of cell phones, PDAs, and other ?personal technology.? An overwhelming 89% said they have no guidelines for how employees use personal technology in an office environment. This is an issue for some agencies, and no big deal for others. But agency managers should be aware of potential issues relating to confidentiality, data security and human resources. See our sample policy language for in-office use of personal technology in the Knowledge Base.]]> Mon, 16 Jun 2008 09:43:42 -0400 Help Your Clients Do ?Green Marketing,? will air on Thursday, June 19, 2008. This special session provides agencies with a good grounding in how the green marketing and services revolution will affect B2B and B2C clients, altering how they run their businesses, sales and marketing. Registrations for the live event are limited, so sign up today! Or, register and download the recordings after the event. Read more or register! View our Webinars Library.]]> Mon, 16 Jun 2008 09:42:37 -0400 http://feedproxy.google.com/~r/SecondWind/~3/2l3O9JWT3TM/knowledge_display.asp How ad agencies can help their corporate clients move toward “green” business models that align with company brands.<img src="http://feeds.feedburner.com/~r/SecondWind/~4/2l3O9JWT3TM" height="1" width="1"/> http://www.secondwindonline.com/knowledge_display.asp?id=13620 Mon, 16 Jun 2008 09:42:31 -0400 Reardon Smith Whittaker shared an overview of A Client?s Perspective on Economic Conditions, a 2008 survey of marketing decision makers, in the current issue of The Second Wind Newsletter, Vol. 21 No. 5. Some 200 senior marketing managers from a broad mix of companies and industries completed the survey. The good news? Sixty-nine percent of respondents had made no changes in their use of outside marketing services over the past six months, and 76% reported they do not foresee changing the number of agencies they work with in 2008. Click here to see the full survey.]]> Mon, 9 Jun 2008 09:42:27 -0400 How to Keep Your Agency Solid... When the Economy Goes Soft, will air on Thursday, June 12, 2008. This special session helps agencies take advantage of the economic slowdown and ?make hay while it rains.? Register Now. Also, learn how to take your clients?or your agency??green? with Help Your Clients Do ?Green Marketing.? Registrations for the live events are limited, so sign up today! Or, register and download the recordings after the event. Read more or register! View our Webinars Library.]]> Mon, 9 Jun 2008 09:42:13 -0400 Tweed-Weber, Inc. and Second Wind have published a unique report studying the marketing service requirements and preferences of US insurance agencies. This New Business Advantage Report is specifically designed for agencies and related businesses pursuing opportunities in the insurance agency marketplace. The 43-page report, The Advertising and Marketing Practices of Insurance Agencies, addresses a variety of key issues, including US market size, industry trends, advertising and marketing budgets, how agencies partner in this category, and projected service needs and preferences. Learn more or order?]]> Mon, 9 Jun 2008 09:41:30 -0400 http://feedproxy.google.com/~r/SecondWind/~3/5esuU9qjPtU/knowledge_display.asp How “brand passion” restored the Nike account to long-time agency Weiden + Kennedy.<img src="http://feeds.feedburner.com/~r/SecondWind/~4/5esuU9qjPtU" height="1" width="1"/> http://www.secondwindonline.com/knowledge_display.asp?id=13616 Mon, 9 Jun 2008 09:40:53 -0400 Idea Bank?s new video production studio in Hastings, NE this spring. The Second Wind member agency converted available office space to bring projects in-house that were formerly contracted to outside vendors, gaining a new profit generator as well as greater control over timelines and product consistency.]]> Mon, 9 Jun 2008 09:40:39 -0400 Tony Mikes discusses the new business ?pipeline? as an updating tool for the agency new business team, reviews client perceptions of agency contributions to company success, and why agencies must act as clients? ?brand navigators.? Mark Sneider shares an overview of A Client?s Perspective on Economic Conditions, a Reardon Smith Whittaker survey of marketing decision makers (click here for the full survey). We also outline employee orientation as a retention strategy; and offer Second Wind member strategies for negotiating third-party usage of ad agency artwork and creative product. Download Vol. 21 No. 5.]]> Mon, 2 Jun 2008 08:59:13 -0400 A Brand is a Reservoir of Cash Waiting to Be Tapped, will air on Thursday, June 5, 2008. This special session is a great lunch-and-learn opportunity for agencies and their clients. We?ll help you explain the value of branding to clients who need help reaching new, proactive consumers using all appropriate touchpoints. Register Now. Also, learn about two more June webinars, How to Keep Your Agency Solid... When the Economy Goes Soft, and Help Your Clients Do ?Green Marketing.? Registrations for the live events are limited, so sign up today! Or, register and download the recordings after the event. Read more or register! View our Webinars Library.]]> Mon, 2 Jun 2008 08:58:47 -0400 http://feedproxy.google.com/~r/SecondWind/~3/_hFCPEaSaJc/knowledge_display.asp Discusses warning signs for a faltering client relationship, client reviews as tools to prevent problems, and how to professionally resign an account when the time is right.<img src="http://feeds.feedburner.com/~r/SecondWind/~4/_hFCPEaSaJc" height="1" width="1"/> http://www.secondwindonline.com/knowledge_display.asp?id=13612 Tue, 27 May 2008 10:20:41 -0400 http://feedproxy.google.com/~r/SecondWind/~3/50JvsKCeblI/knowledge_display.asp Shifting employee reviews from merely meeting standards to promoting excellence and supporting career goals.<img src="http://feeds.feedburner.com/~r/SecondWind/~4/50JvsKCeblI" height="1" width="1"/> http://www.secondwindonline.com/knowledge_display.asp?id=13610 Tue, 27 May 2008 10:20:00 -0400 Mudd Advertising participated in the annual Cystic Fibrosis fundraiser walkathon in Cedar Falls, IA on April 27, 2008. Forty-eight employees represented the agency, raising $2,800 for the local CF organization. Mudd is a national automotive marketing firm with offices in Los Angeles, Chicago and Nashville.]]> Tue, 20 May 2008 13:06:33 -0400 A Brand is a Reservoir of Cash Waiting to Be Tapped, June 5, 2008, is a special session for agencies and their clients. We?ll help you explain the value of branding to clients who need help reaching new, proactive consumers using all appropriate touchpoints. On June 12, 2008, we?ll offer How to Keep Your Agency Solid... When the Economy Goes Soft. Learn ten ways to guide your agency through a recession. And on June 19, 2008, learn how to Help Your Clients Do ?Green Marketing.? Develop this new specialty and position your agency as the first to bring green concepts to the table. Registrations for the live events are limited, so sign up today! Or, register and download the recordings after the event. Read more or register! View our Webinars Library.]]> Mon, 19 May 2008 10:52:49 -0400 http://feedproxy.google.com/~r/SecondWind/~3/1noMDz2E6k0/knowledge_display.asp Using 360 degree reviews and career planning to gain employee feedback and build a goals-oriented ad agency workforce.<img src="http://feeds.feedburner.com/~r/SecondWind/~4/1noMDz2E6k0" height="1" width="1"/> http://www.secondwindonline.com/knowledge_display.asp?id=13601 Mon, 19 May 2008 10:52:11 -0400 Read the full press release.]]> Mon, 19 May 2008 10:51:12 -0400 http://www.workamajig.com/press_080508.aspx?level ]]> Mon, 12 May 2008 09:16:09 -0400 Brand Assessment Bundle discusses brand evaluation, including brand equity, customer and employee perceptions, SWOT analyses, and multiple forms and questionnaires for gathering data. Our Brand Positioning Bundle offers guidelines for developing a brand positioning and marketing strategy, including useful worksheets and checklists. Bundles are a great way to quickly access topic-specific content and are good alternatives to searching the Knowledge Base. View our Bundles Library.]]> Mon, 12 May 2008 09:15:45 -0400 http://feedproxy.google.com/~r/SecondWind/~3/wcr8ipv6SB0/knowledge_display.asp The use of personal technology (cell phones, PDAs, Flash drives, etc.) in the office, and related issues ad agency principals need to consider.<img src="http://feeds.feedburner.com/~r/SecondWind/~4/wcr8ipv6SB0" height="1" width="1"/> http://www.secondwindonline.com/knowledge_display.asp?id=13596 Mon, 12 May 2008 09:14:58 -0400 Read More...]]> Mon, 12 May 2008 09:14:38 -0400 Ad Publishing Source, a nationally recognized recruitment advertising and marketing firm, won First Place for their Six Flags Great Adventure radio spot, at the Creative Excellence Awards in April. The annual international awards sponsored by Recruitment Marketplace honor the best advertising designed to recruit new employees and retain current talent. The firm also took second place honors for two other campaigns for Six Flags Great Adventure of Jackson, NJ. It?s the eighth consecutive year that Ad Publishing Source has been so honored.]]> Wed, 7 May 2008 09:47:43 -0400 Certified Agency Financial Management? Seminar will take place in Baltimore on June 3 and 4, 2008. This advanced level course teaches ad agency and design firm financial employees how to make more money, maximize billings, improve cash flow and develop the right compensation strategies. Learn how to grow your bottom line. Attendees may opt to become Certified Agency Financial Managers. Learn more about Second Wind Certification, or Register now.]]> Wed, 7 May 2008 09:46:58 -0400 Forums have asked consultant Paul Field to share the questionnaires offered to a member posting a question on brand development. In fact, Paul received so many requests for these that he is offering his brand questionnaires for download. Many thanks to Paul for providing valuable content to our members, and kudos to Second Wind Forums users for leveraging the power of their membership.]]> Wed, 7 May 2008 09:46:09 -0400 http://feedproxy.google.com/~r/SecondWind/~3/lQobDmTFjKc/knowledge_display.asp Why ad agencies seldom use advertising as a self-promotion tool, and how third-party new business developers may help to fill the gap.<img src="http://feeds.feedburner.com/~r/SecondWind/~4/lQobDmTFjKc" height="1" width="1"/> http://www.secondwindonline.com/knowledge_display.asp?id=13578 Wed, 7 May 2008 09:45:49 -0400 http://feedproxy.google.com/~r/SecondWind/~3/9gvbh6tRMeA/knowledge_display.asp Consultant Bill Thomasson on why market research should be the first step in the creative process.<img src="http://feeds.feedburner.com/~r/SecondWind/~4/9gvbh6tRMeA" height="1" width="1"/> http://www.secondwindonline.com/knowledge_display.asp?id=13577 Wed, 7 May 2008 09:47:23 -0400 Tony Mikes discusses how agencies must enable the meshing of multiple generations to build a diverse and creative workforce. Consultant Paul Field concludes his three-part series, ?Focusing Your Agency,? with a look at internal systems and personnel needs. We offer help toward setting sane and humane guidelines for using personal cell phones in the workplace; provide tips for fostering a diversity-friendly agency culture; and explain how to establish orientation and training processes for new agency employees. And Allan Godshall provides his perspective on finding and recruiting great creative talent. Download Vol. 21 No. 4.]]> Mon, 28 Apr 2008 09:58:19 -0400 http://feedproxy.google.com/~r/SecondWind/~3/0dVDJ79PAhs/knowledge_display.asp Brand positioning factors agencies should consider in helping new business developers to be more successful.<img src="http://feeds.feedburner.com/~r/SecondWind/~4/0dVDJ79PAhs" height="1" width="1"/> http://www.secondwindonline.com/knowledge_display.asp?id=13556 Mon, 28 Apr 2008 09:57:10 -0400 CreateAthon®, an agency-led effort to provide marketing assistance to non-profit businesses, is scheduled for the week of September 15-19, 2008. Since going national in 2001, CreateAthon has served over 1,000 non-profit organizations. Last year, founding agency RIGGS welcomed a number of new Second Wind agencies to the CreateAthon Network. For full details about how your agency can give back to your local community through CreateAthon, lists of past participants and clients served, and a full history of this notable event, visit www.createathon.org]]> Mon, 21 Apr 2008 11:20:12 -0400 http://feedproxy.google.com/~r/SecondWind/~3/m2PhT3gMJwY/knowledge_display.asp How word of mouth needs to build naturally, not necessarily through a “big splash” ad program.<img src="http://feeds.feedburner.com/~r/SecondWind/~4/m2PhT3gMJwY" height="1" width="1"/> http://www.secondwindonline.com/knowledge_display.asp?id=13553 Mon, 21 Apr 2008 11:18:55 -0400 Tony Mikes, founder and managing director of Second Wind, will present a day-long Spring Professional Development Seminar to members of the Advertising Club of Connecticut, Wednesday, April 30, 2008. The seminar combines three popular Second Wind Seminar presentations into a single, jam-packed day. The Advertising Club of Connecticut is the largest professional association in the state serving advertising and marketing professionals, with more than 400 members. For more details or to register, visit www.adclubct.org; or, read our press release.]]> Mon, 14 Apr 2008 09:20:21 -0400 http://feedproxy.google.com/~r/SecondWind/~3/-2cZLdybF0E/knowledge_display.asp Consultant Paul Field outlines leadership principals that will help grow your business internally and externally.<img src="http://feeds.feedburner.com/~r/SecondWind/~4/-2cZLdybF0E" height="1" width="1"/> http://www.secondwindonline.com/knowledge_display.asp?id=13552 Mon, 14 Apr 2008 09:19:39 -0400 The Second Wind Newsletter in April 1988. Happy 20th to us! And on April 22, 1970, the environmental movement got started with the very first Earth Day. This Tuesday, Earth Day 2008, volunteer in a local clean-up project. Switch to energy-saving light bulbs. Plant a tree. The Earth will thank you. Me, I?m headed to the local garden center. Watch for more on Second Wind?s 20th Anniversary.]]> Mon, 14 Apr 2008 09:19:18 -0400 PAPA Advertising, presented ?Crisis Media Relations: How To Respond When The Media Come Calling!? at a national meeting of health services professionals held in Niagara Falls, New York. Smiley outlined proven principles for effectively managing media inquiries and delivering the organization?s key messages. PAPA is a full-service marketing communications firm with offices in Erie, Pa., and Charlotte, N.C., serving clients throughout the eastern United States. Share your agency news: email editor@secondwindonline.com]]> Mon, 7 Apr 2008 09:33:04 -0400 http://feedproxy.google.com/~r/SecondWind/~3/cW4mgsYEfM4/knowledge_display.asp A Google initiative to tie mobile marketing to print advertising with SMS and “quick” codes.<img src="http://feeds.feedburner.com/~r/SecondWind/~4/cW4mgsYEfM4" height="1" width="1"/> http://www.secondwindonline.com/knowledge_display.asp?id=13534 Mon, 7 Apr 2008 09:32:34 -0400 RIGGS of South Carolina won the acclaim of all three AIGA Awards judges to win a spot in InShow, a statewide design competition. They topped that honor by taking home eight InShow awards. THEN they won 13 ADDYs at the Columbia, SC, event, including Best in Print for client Cane Bay Plantation. RIGGS celebrated their 20th anniversary early this year, and are prepping for CreateAthon 2008. Stay tuned for more CreateAthon news?]]> Mon, 7 Apr 2008 09:32:16 -0400 Catalyst Advertising, Pittsburgh, PA, was recently nominated Best Overall Agency and Best Boutique Agency by the Media Association of Pittsburgh. Partner Mark Baldauf also reports the agency won three new accounts in the first quarter of 2008. Even better, Catalyst celebrated its 24th anniversary on April 1. (No fooling!) Congratulations to all the folks at Catalyst!]]> Mon, 31 Mar 2008 13:34:51 -0400 http://feedproxy.google.com/~r/SecondWind/~3/ZflpwTNGz74/knowledge_display.asp Creative agencies need to choose their mission and brand positioning and not let clients force them into being mere number-crunchers.<img src="http://feeds.feedburner.com/~r/SecondWind/~4/ZflpwTNGz74" height="1" width="1"/> http://www.secondwindonline.com/knowledge_display.asp?id=13532 Mon, 31 Mar 2008 13:34:20 -0400 2007 Production Pricing Survey report now!]]> Mon, 31 Mar 2008 13:33:01 -0400 The Agency of the Future Webinars. See our current webinar schedule and available recordings.]]> Mon, 31 Mar 2008 13:32:40 -0400 Vol. 21 No. 3, Tony Mikes suggests how agencies can make an impression in the first thirty seconds of a new business pitch, and gives a thorough overview of today?s one-to-one, ?conversational? consumer research methods. Consultant Paul Field offers Part II of his ?Focusing Your Agency? series, discussing keeping and growing accounts. We look at FaceBook?s Beacon program and discuss other ways to market into social media; and Dr. Nate Pritts of The Russo Group talks about growing and managing your online presence through optimization and self-promotion. Download Vol. 21 No. 3.]]> Mon, 24 Mar 2008 09:11:36 -0400 http://feedproxy.google.com/~r/SecondWind/~3/VKM7Vo5u_iI/knowledge_display.asp Consultant Paul Field suggests ways to find and recruit an ad agency new business person.<img src="http://feeds.feedburner.com/~r/SecondWind/~4/VKM7Vo5u_iI" height="1" width="1"/> http://www.secondwindonline.com/knowledge_display.asp?id=13528 Mon, 24 Mar 2008 09:10:46 -0400 Mon, 24 Mar 2008 09:10:24 -0400 AdLaw By Request e-zine from law firm ReedSmith examines advertising agencies? potential for exposure as corporate bankruptcies increase. One area discussed was preference litigation, under which companies paid just prior to a client entering bankruptcy may be sued to return monies paid within 90 days prior to a bankruptcy. This can mean increased exposure for agencies in the area of media billings. Examine your contractual practices and discuss with your own legal advisor whether your agency has too much exposure in this area. Read ?How Will the Economy Affect the Advertising Business??]]> Mon, 17 Mar 2008 10:20:36 -0400 http://feedproxy.google.com/~r/SecondWind/~3/FoE0YCfiqSI/knowledge_display.asp Checking your website coding and programming to boost search optimization.<img src="http://feeds.feedburner.com/~r/SecondWind/~4/FoE0YCfiqSI" height="1" width="1"/> http://www.secondwindonline.com/knowledge_display.asp?id=13524 Mon, 17 Mar 2008 10:19:40 -0400 Sheroian Associates, Inc., was honored with five 2007 ADDY Awards by the Ad Club of Greater Toledo. Sheroian won awards in multimedia, web, poster design, print and self-promotion categories, showing off their well-rounded skills. Congratulations to Theresa Sheroian and her talented staff. Share your news on Second Wind?s home page! Send your PR to: editor@secondwindonline.com.]]> Mon, 10 Mar 2008 11:33:36 -0400 http://feedproxy.google.com/~r/SecondWind/~3/SWUuZdS40F8/knowledge_display.asp How smaller agencies may benefit from the support of a third-party new business developer when pursuing a larger account.<img src="http://feeds.feedburner.com/~r/SecondWind/~4/SWUuZdS40F8" height="1" width="1"/> http://www.secondwindonline.com/knowledge_display.asp?id=13518 Mon, 10 Mar 2008 11:50:20 -0400 Ed Kemp Associates of High Point, NC. The agency enlisted the reputation of auto-racing legend Richard Petty to promote client ExpressNet?s high-speed Internet access. The campaign uses mostly traditional media, including direct mail, outdoor and truck signs, as well as offering a free Petty poster to 100 new Internet subscribers.]]> Wed, 5 Mar 2008 10:46:17 -0400 http://feedproxy.google.com/~r/SecondWind/~3/zEeXpvqmfe8/knowledge_display.asp In our new issue, <b>Vol. 21 No. 2</b>, <a href="http://www.secondwindonline.com/about_anthony.asp">Tony Mikes</a> writes about how agencies bring value to clients as their “brand navigators.” We examine social network marketing pitfalls, pratfalls and successes; provide online resources for agencies planning to hire for increased diversity; and consider how a mix of public, private and “creative” spaces enhances productivity and creative product. We also offer tips for agencies doing email marketing lead tracking and qualification for their clients. <a href="http://www.secondwindonline.com/knowledge_display.asp?id=13509">Download Vol. 21 No. 2</a>.<img src="http://feeds.feedburner.com/~r/SecondWind/~4/zEeXpvqmfe8" height="1" width="1"/> http://www.secondwindonline.com/knowledge_display.asp?id=13509 Mon, 3 Mar 2008 11:07:35 -0500 http://feedproxy.google.com/~r/SecondWind/~3/EywGYmMPEsY/knowledge_display.asp A look at contextual and behavioral ad serving, tactics for improving online ad relevance.<img src="http://feeds.feedburner.com/~r/SecondWind/~4/EywGYmMPEsY" height="1" width="1"/> http://www.secondwindonline.com/knowledge_display.asp?id=13507 Tue, 26 Feb 2008 12:54:10 -0500 LWT Communications devised an old-fashioned strategy?a ?teaser? billboard campaign. Billboards are aimed at commuting workers traveling I-85 to reach a new KIA plant just next door to the under-construction development. Four teaser executions over a few months will lead to a final ?reveal? of the community?s name and location, in sync with availability of rental units and retail space? reminding us that ?buzz? is not exclusively an interactive result.

Be featured on our home page. Send news to editor@secondwindonline.com.]]> Tue, 26 Feb 2008 10:28:08 -0500 http://feedproxy.google.com/~r/SecondWind/~3/-vCICypd2WQ/knowledge_display.asp Consultant Paul Field offers in-depth advice on writing an effective new business proposal.<img src="http://feeds.feedburner.com/~r/SecondWind/~4/-vCICypd2WQ" height="1" width="1"/> http://www.secondwindonline.com/knowledge_display.asp?id=13506 Mon, 18 Feb 2008 10:52:53 -0500 Quick Poll, we asked Second Wind Online readers, ?With what percentage of clients are you involved with strategic planning?? Eleven percent of respondents said they participate in strategic planning with 100 percent of their clients. Another 50 percent of respondents said they provide strategic planning to 50-75 percent of clients. Our clients increasingly need strategic planning to help them steer through an ever more complex and crowded marketplace. Agencies that offer strategic planning are perceived as valuable partners by clients and new business prospects.]]> Mon, 18 Feb 2008 10:51:42 -0500 http://feedproxy.google.com/~r/SecondWind/~3/A3L_SBy6FwE/knowledge_display.asp How to lessen the impact on your account service team’s morale when you resign an account.<img src="http://feeds.feedburner.com/~r/SecondWind/~4/A3L_SBy6FwE" height="1" width="1"/> http://www.secondwindonline.com/knowledge_display.asp?id=13505 Mon, 11 Feb 2008 09:40:22 -0500 their accounting people that our accounts payable address is Second Wind Ltd, P.O. Box 6284, Wyomissing, PA 19610-0284. And, we continue to receive mail for our old street address. Our shipping address is 1424 Penn Ave., Wyomissing, PA 19610-2134. Please update your internal records. Also, please notify Second Wind when your agency changes its name, mailing or billing address, primary contact person, or accounting person. These notifications help ensure smooth communications between Second Wind and its members. Please send updates to audrey@secondwindonline.com, or call her at 610-374-9093, ext. 204. Finally, please update your Second Wind Member Directory profile at least annually. Have you checked yours lately? Keep it current to help potential clients review your skills and services. ]]> Mon, 11 Feb 2008 09:39:50 -0500 http://feedproxy.google.com/~r/SecondWind/~3/d0IOxWPHc8Q/knowledge_display.asp How Geico’s marketing strategy successfully breaks the “one big idea” rule.<img src="http://feeds.feedburner.com/~r/SecondWind/~4/d0IOxWPHc8Q" height="1" width="1"/> http://www.secondwindonline.com/knowledge_display.asp?id=13503 Mon, 11 Feb 2008 09:39:00 -0500 Bergey Creative Group, a strategic communications and creative agency in Harleysville, PA, began the year by accepting a first-place honor at the 39th Annual Pepperpot & Achievement Awards presented by the Philadelphia chapter of the Public Relations Society of America (PRSA). A brochure produced for Corrado & Sons, Inc., a masonry contractor based in Souderton, Pa., received the esteemed Pepperpot award in partnership with Profit Communications. Congrats!]]> Mon, 11 Feb 2008 09:38:46 -0500 Keating Magee Momentum Marketing of New Orleans, LA, has published a report about the status of the city?s recovery two years after Hurricane Katrina. Written by Exec. V.P. Holly McCollum, the report provides a comprehensive look at progress made and new opportunities arising through the determined efforts of the New Orleans business community. Market Profile: New Orleans K + 2 is available for download at Keating Magee?s website. If you or your clients do business in the New Orleans market, take time to read this valuable update.]]> Mon, 4 Feb 2008 11:26:35 -0500 http://feedproxy.google.com/~r/SecondWind/~3/OoKpqyarXQs/knowledge_display.asp Why having an ad agency receptionist to answer the phones can help improve client relationships and engage new business prospects.<img src="http://feeds.feedburner.com/~r/SecondWind/~4/OoKpqyarXQs" height="1" width="1"/> http://www.secondwindonline.com/knowledge_display.asp?id=13499 Mon, 4 Feb 2008 11:25:19 -0500 http://feedproxy.google.com/~r/SecondWind/~3/a6pIiWcdxQs/knowledge_display.asp 2008 marketing industry trends: Google, “green” marketing, fit vs. fat and more.<img src="http://feeds.feedburner.com/~r/SecondWind/~4/a6pIiWcdxQs" height="1" width="1"/> http://www.secondwindonline.com/knowledge_display.asp?id=13498 Mon, 4 Feb 2008 11:27:05 -0500 PAPA Advertising, a full-service marketing communications firm with offices in Erie, Pa., and Charlotte, N.C., received a Professional/Business Services award honoring its growth, achievements and community contributions. The Gannon University Small Business Development Center Awards Program annually evaluates competitive businesses in nine categories, weighing innovation, staying power, response to adversity, community contributions and demonstrated growth in sales, staff and equity position. PAPA Advertising also is one of only 200 certified National Yellow Pages companies in the USA.]]> Mon, 4 Feb 2008 11:24:56 -0500 http://feedproxy.google.com/~r/SecondWind/~3/1jmSDQTJcLg/knowledge_display.asp Our new issue, Vol. 21 No. 1, <a href="http://www.secondwindonline.com/about_anthony.asp">Tony Mikes</a> talks about agency ownership transition planning and “new comparability” profit-sharing. <a href="http://www.secondwindonline.com/consulting_paul_field.asp">Paul Field</a> discusses new agency growth opportunities in Part One of a three-part series on business planning priorities. Also, we share how member agencies use brainstorming “walls” for collaborative creativity; how to grow a positive, creative culture by breaking away from bad thinking habits; and offer pointers on managing 21st century client conflicts. <a href="http://www.secondwindonline.com/knowledge_display.asp?id=13497">Download Vol. 21 No. 1</a>.<img src="http://feeds.feedburner.com/~r/SecondWind/~4/1jmSDQTJcLg" height="1" width="1"/> http://www.secondwindonline.com/knowledge_display.asp?id=13497 Mon, 28 Jan 2008 13:01:52 -0500 http://feedproxy.google.com/~r/SecondWind/~3/j0FekOa3mzU/knowledge_display.asp Consultant Bill Thomasson on why agency new business is a year-round priority.<img src="http://feeds.feedburner.com/~r/SecondWind/~4/j0FekOa3mzU" height="1" width="1"/> http://www.secondwindonline.com/knowledge_display.asp?id=13490 Mon, 28 Jan 2008 13:01:13 -0500 http://feedproxy.google.com/~r/SecondWind/~3/TzSFPzPcT8g/knowledge_display.asp Part 2 of two articles about the agency principal assuming a leadership role by encouraging employees to assume responsibility for daily operations.<img src="http://feeds.feedburner.com/~r/SecondWind/~4/TzSFPzPcT8g" height="1" width="1"/> http://www.secondwindonline.com/knowledge_display.asp?id=13491 Mon, 28 Jan 2008 12:46:21 -0500 2007 report. We can all learn from the ?big money? marketers? mistakes!]]> Mon, 21 Jan 2008 10:11:04 -0500 http://feedproxy.google.com/~r/SecondWind/~3/dooRXBnnxPc/knowledge_display.asp Consultant Mark Schofield explains what separates poor, good and great thinkers.<img src="http://feeds.feedburner.com/~r/SecondWind/~4/dooRXBnnxPc" height="1" width="1"/> http://www.secondwindonline.com/knowledge_display.asp?id=13487 Mon, 21 Jan 2008 10:10:46 -0500 http://feedproxy.google.com/~r/SecondWind/~3/cANkXoPaNEE/knowledge_display.asp Part 1 of two articles about the agency principal assuming a leadership role by encouraging employees to assume responsibility for daily operations.<img src="http://feeds.feedburner.com/~r/SecondWind/~4/cANkXoPaNEE" height="1" width="1"/> http://www.secondwindonline.com/knowledge_display.asp?id=13488 Mon, 21 Jan 2008 10:10:10 -0500 Member Directory. Tell us about new hires, promotions, new accounts, unusual projects, community outreach and more! Submit your PR to editor@secondwindonline.com.]]> Mon, 14 Jan 2008 11:22:09 -0500 http://feedproxy.google.com/~r/SecondWind/~3/3f-H8dN-sMg/knowledge_display.asp Allan Godshall discusses the benefits of a co-location vendor for the agency server.<img src="http://feeds.feedburner.com/~r/SecondWind/~4/3f-H8dN-sMg" height="1" width="1"/> http://www.secondwindonline.com/knowledge_display.asp?id=13483 Mon, 14 Jan 2008 11:21:54 -0500 http://feedproxy.google.com/~r/SecondWind/~3/nDvaTcIeDqU/knowledge_display.asp A look at the ways service design aligns with current ad agency skills, experience and knowledge to become a logical extension of value-added services.<img src="http://feeds.feedburner.com/~r/SecondWind/~4/nDvaTcIeDqU" height="1" width="1"/> http://www.secondwindonline.com/knowledge_display.asp?id=13484 Tue, 8 Jan 2008 10:50:30 -0500 Quick Poll, we asked how ad agencies charge clients for planning services. A solid 46% report that they bill ?one all-inclusive price? for planning; another 40% bill by hourly rate. The remaining 13% bill their planning services according to ?menu pricing? (analysis, plan and execution estimated and billed separately). We like the menu pricing option, as it is more like the pricing model used by architects and other professional services firms. This model tends to add perceived value to services, allowing agencies to bill what a service is worth, rather than as a commodity. Participate in our new Quick Poll at right.]]> Mon, 7 Jan 2008 10:24:48 -0500 http://feedproxy.google.com/~r/SecondWind/~3/ZyBD8Bqffm4/knowledge_display.asp The need for ad agencies to develop accurate and “true” consumer insights and build marketing campaigns that touch the consumer at an emotional level.<img src="http://feeds.feedburner.com/~r/SecondWind/~4/ZyBD8Bqffm4" height="1" width="1"/> http://www.secondwindonline.com/knowledge_display.asp?id=13480 Mon, 7 Jan 2008 10:26:10 -0500 http://feedproxy.google.com/~r/SecondWind/~3/OrxGefEgB7A/knowledge_display.asp Consultant Paul Field offers his New Business Prioritizer, a planning tool that agencies can use to set up a realistic, customized new business program they can actually execute.<img src="http://feeds.feedburner.com/~r/SecondWind/~4/OrxGefEgB7A" height="1" width="1"/> http://www.secondwindonline.com/knowledge_display.asp?id=13481 Mon, 31 Dec 2007 09:10:10 -0500 http://feedproxy.google.com/~r/SecondWind/~3/nN0FJDmG22M/knowledge_display.asp New Business Consultant Mark Sneider reports on a survey of client-side marketing executives who were asked what they want in an ad agency new business pitch.<img src="http://feeds.feedburner.com/~r/SecondWind/~4/nN0FJDmG22M" height="1" width="1"/> http://www.secondwindonline.com/knowledge_display.asp?id=13479 Mon, 31 Dec 2007 09:09:50 -0500 http://feedproxy.google.com/~r/SecondWind/~3/ePTGcVPLCjw/knowledge_display.asp A consideration of technology’s effect on advertising’s creative product.<img src="http://feeds.feedburner.com/~r/SecondWind/~4/ePTGcVPLCjw" height="1" width="1"/> http://www.secondwindonline.com/knowledge_display.asp?id=13478 Mon, 24 Dec 2007 10:35:47 -0500 http://feedproxy.google.com/~r/SecondWind/~3/zDrmFBc3cmY/knowledge_display.asp Human resource trends ad agency owners need to prepare for, c. 2008.<img src="http://feeds.feedburner.com/~r/SecondWind/~4/zDrmFBc3cmY" height="1" width="1"/> http://www.secondwindonline.com/knowledge_display.asp?id=13476 Mon, 24 Dec 2007 10:35:07 -0500 http://feedproxy.google.com/~r/SecondWind/~3/LY1jkSEQ6tY/knowledge_display.asp The client feedback meeting as a tool for enhancing and improving agency-client relationships.<img src="http://feeds.feedburner.com/~r/SecondWind/~4/LY1jkSEQ6tY" height="1" width="1"/> http://www.secondwindonline.com/knowledge_display.asp?id=13475 Fri, 21 Dec 2007 10:34:36 -0500 Learn more or purchase Vouchers here. Or, preview the full 2008 Second Wind Seminars schedule.]]> Fri, 21 Dec 2007 10:33:47 -0500 http://feedproxy.google.com/~r/SecondWind/~3/5P7T04NdNcQ/knowledge_display.asp Our new issue, Vol. 20 No. 12, offers advice on annually updating your agency business plan; the importance of employee retention for future business stability; why Service Design is an ad agency growth opportunity; why diversity hiring should matter to smaller ad agencies and design firms; and dealing with client conflicts in a global economy. <a href="http://www.secondwindonline.com/knowledge_display.asp?id=13477">Download Vol. 20 No. 12</a>.<img src="http://feeds.feedburner.com/~r/SecondWind/~4/5P7T04NdNcQ" height="1" width="1"/> http://www.secondwindonline.com/knowledge_display.asp?id=13477 Mon, 17 Dec 2007 13:52:51 -0500 The Russo Group recently was called upon to offer their branding expertise to an unusual client, whose in-house agency recommended a re-branding effort. The firm developed a detailed report for the client, and invites Second Wind Online readers to view the sample. You will need current versions of Adobe Acrobat Reader and video/audio players. Follow the links at www.TheRussoGroup.com/brand-xmas. And Happy Holidays!]]> Mon, 17 Dec 2007 13:51:49 -0500 http://feedproxy.google.com/~r/SecondWind/~3/8zgXa4ugvJw/knowledge_display.asp 2007-2008 Ad Spending Forecasts and how ad agencies can thrive by turning to evolving marketing methods and media, and emphasizing client service.<img src="http://feeds.feedburner.com/~r/SecondWind/~4/8zgXa4ugvJw" height="1" width="1"/> http://www.secondwindonline.com/knowledge_display.asp?id=13460 Mon, 17 Dec 2007 13:51:42 -0500 Ten Ways for Agencies to Get More Billings from Current Accounts, offers tips for gaining increased work from your current clients. Second Wind White Papers are free to members, and available for visitor purchase. Download Ten Ways White Paper. See more White Papers.]]> Mon, 10 Dec 2007 10:34:04 -0500 http://feedproxy.google.com/~r/SecondWind/~3/BfMDM6--hbQ/knowledge_display.asp Nate Pritts, copywriter, discusses the agency creative environment and its role in fostering creative passion.<img src="http://feeds.feedburner.com/~r/SecondWind/~4/BfMDM6--hbQ" height="1" width="1"/> http://www.secondwindonline.com/knowledge_display.asp?id=13451 Mon, 10 Dec 2007 10:33:07 -0500 http://feedproxy.google.com/~r/SecondWind/~3/co-pFetTORo/knowledge_display.asp Looks at how the ad agency service model has evolved to become a 21st century business that is more flexible, adaptive, creative and customer-focused.<img src="http://feeds.feedburner.com/~r/SecondWind/~4/co-pFetTORo" height="1" width="1"/> http://www.secondwindonline.com/knowledge_display.asp?id=13452 Mon, 10 Dec 2007 10:32:10 -0500 lovio | george marketing communications + design of Detroit, MI, are marking 25 years of award-winning creativity. The agency?s clients include the Detroit Metro Convention and Visitors Bureau, the SuperBowl XL Host Committee and PGA of America?s 35Th Ryder Cup Matches. Their base of operations is a renovated, three-story, 1904 brownstone in Midtown Detroit. Principal Christine Lovio-George notes proudly that the agency still serves two of their original clients. Congratulations, Christine and company!]]> Mon, 10 Dec 2007 10:32:02 -0500 Quick Poll, we asked, ?Do you send an agency e-newsletter to prospects?? While 33% of respondents said they use an e-newsletter to stay top-of-mind with prospects, 67% do not. E-marketing is a cost-effective self-promotion method agencies should explore. An e-newsletter that is informative and engaging can highlight your agency expertise, and draw prospects to your website for deeper engagement. Read more about Agency Self-Promotion Using Interactive Media in our new Bundle.]]> Mon, 3 Dec 2007 11:31:09 -0500 http://feedproxy.google.com/~r/SecondWind/~3/sxDTbLBkpIY/knowledge_display.asp Allan Godshall discusses consumer-review websites and why agencies should include monitoring these sites in client web marketing strategies.<img src="http://feeds.feedburner.com/~r/SecondWind/~4/sxDTbLBkpIY" height="1" width="1"/> http://www.secondwindonline.com/knowledge_display.asp?id=13449 Mon, 3 Dec 2007 11:30:53 -0500 http://feedproxy.google.com/~r/SecondWind/~3/2pDaLQfYl6Y/knowledge_display.asp Consultant Mark Schofield discusses the state of account service, and the impact of agencies failing to train or mentor new account service people.<img src="http://feeds.feedburner.com/~r/SecondWind/~4/2pDaLQfYl6Y" height="1" width="1"/> http://www.secondwindonline.com/knowledge_display.asp?id=13448 Mon, 3 Dec 2007 11:29:58 -0500 Walker Brand Communications has added four new clients to its roster, including: the multifamily division of Crescent Resources, LLC; Horizon Bay Senior Communities; O&S Holdings, LLC; and Federal Realty Investment Trust. Walker Brand Communications is nationally recognized for its residential and mixed-use real estate development destination and place marketing. Walker?s new 10,000-square-foot headquarters will open in 2008, and will be Downtown Tampa?s first privately-funded LEED-certified building. Congrats to president Nancy Walker and staff!]]> Wed, 28 Nov 2007 10:08:24 -0500 http://feedproxy.google.com/~r/SecondWind/~3/UVdGVBrGEw8/knowledge_display.asp Our new issue, Vol. 20 Nos. 10 and 11, wraps up a two-month focus on the agency new business effort with a themed double-issue. Guest contributors <b>Allan Godshall</b> and <a href="http://www.secondwindonline.com/mktplace_view_ptner.asp?id=107286845">Larry Melnick</a>, consultants <a href="http://www.secondwindonline.com/consulting_mark_schofield.asp">Mark Schofield</a> and <a href="http://www.secondwindonline.com/consulting_paul_field.asp">Paul Field</a>, and Second Wind managing director <a href="http://www.secondwindonline.com/consulting_anthony_m.asp">Tony Mikes</a> help us consider agency branding, interactive media for self-promotion and list building. We look at the value of third-party callers and agency search consultants. You’ll also find a defined new business process and a sample agency new business plan. <a href="http://www.secondwindonline.com/knowledge_display.asp?id=13444">Download Vol. 20 Nos. 10 and 11</a>.<img src="http://feeds.feedburner.com/~r/SecondWind/~4/UVdGVBrGEw8" height="1" width="1"/> http://www.secondwindonline.com/knowledge_display.asp?id=13444 Wed, 28 Nov 2007 10:07:31 -0500 http://feedproxy.google.com/~r/SecondWind/~3/c5_823UxUOA/knowledge_display.asp A reconsideration of the job title “agency new business hunter,” and why rebranding may open more prospects’ doors.<img src="http://feeds.feedburner.com/~r/SecondWind/~4/c5_823UxUOA" height="1" width="1"/> http://www.secondwindonline.com/knowledge_display.asp?id=13446 Wed, 28 Nov 2007 10:06:51 -0500 http://feedproxy.google.com/~r/SecondWind/~3/3YhOaU3TZVQ/knowledge_display.asp An explanation of new business “warm calling,” the process of getting to know new business prospects before making a sales pitch.<img src="http://feeds.feedburner.com/~r/SecondWind/~4/3YhOaU3TZVQ" height="1" width="1"/> http://www.secondwindonline.com/knowledge_display.asp?id=13445 Wed, 28 Nov 2007 10:05:43 -0500 Agency Self-Promotion Using Interactive Media, examines how to use websites, search marketing and optimization, RSS feeds, blogs and other new media tactics to promote agency reputation and brand awareness. Bundles are a great way to quickly access topic-specific content and can be found top left in the Knowledge Base.]]> Wed, 28 Nov 2007 10:05:06 -0500 Oster and Associates, a California-based Second Wind member, for their client The New Car Dealers Association of San Diego. The center will serve as a one-stop resource for ?green? auto technologies. The Auto Show will take place at the San Diego Convention Center, December 26 through the 30th, 2007.]]> Mon, 19 Nov 2007 12:57:12 -0500 http://feedproxy.google.com/~r/SecondWind/~3/Gwqq8C0CEAQ/knowledge_display.asp Consultant Paul Field details how to develop a scheduled, new business prospecting procedure that will take you from list-building through the first, critical meeting.<img src="http://feeds.feedburner.com/~r/SecondWind/~4/Gwqq8C0CEAQ" height="1" width="1"/> http://www.secondwindonline.com/knowledge_display.asp?id=13435 Mon, 19 Nov 2007 12:56:28 -0500 http://feedproxy.google.com/~r/SecondWind/~3/56JGFvursSU/knowledge_display.asp Using search marketing to promote your agency website and engage new business prospects.<img src="http://feeds.feedburner.com/~r/SecondWind/~4/56JGFvursSU" height="1" width="1"/> http://www.secondwindonline.com/knowledge_display.asp?id=13433 Mon, 12 Nov 2007 11:59:04 -0500 http://feedproxy.google.com/~r/SecondWind/~3/r0y8Sj-zYSk/knowledge_display.asp How conducting an annual review of client relations, in alignment with new business planning, can help ad agencies determine when to resign an account.<img src="http://feeds.feedburner.com/~r/SecondWind/~4/r0y8Sj-zYSk" height="1" width="1"/> http://www.secondwindonline.com/knowledge_display.asp?id=13430 Mon, 12 Nov 2007 11:58:24 -0500 2007 questionnaire is posted for download. Use the questionnaire as a worksheet; then fill in our online survey form. Please take some time to provide your ballpark numbers for typical production costs. Thanks for participating!]]> Mon, 12 Nov 2007 11:57:27 -0500 editor@secondwindonline.com. We?ll be happy to track down the article for you.]]> Mon, 12 Nov 2007 11:57:11 -0500 http://feedproxy.google.com/~r/SecondWind/~3/N2S6dcG3h4M/knowledge_display.asp Search engine optimization helps your website become an agency self-promotion tool.<img src="http://feeds.feedburner.com/~r/SecondWind/~4/N2S6dcG3h4M" height="1" width="1"/> http://www.secondwindonline.com/knowledge_display.asp?id=13431 Tue, 6 Nov 2007 01:09:25 -0500 2007 Annual Agency Survey Report is available for download. This valuable report provides a picture of the smaller and midsize ad agency business that you can use to assess where your agency stands in comparison with similar firms across North America. Your bound copy is in the mail, but if you can?t wait, download the 2007 report today! And thank you for participating in this year?s survey.]]> Tue, 6 Nov 2007 01:08:37 -0500 Quick Poll, we asked, ?Does your agency create an annual New Business plan?? Among respondents, 38% replied that they did create a new business plan. But 62% stated they did not develop this valuable and important tool for agency growth. Without a plan, agency growth is haphazard, erratic, and controlled by outside forces. Pursuing a plan for growth means you are ?the decider? of your agency?s fate. These numbers were similar to the Second Wind 2007 Annual Agency Survey, where just 42% of responding Second Wind members said they create new business plans. Click here to download the 2007 Annual Agency Survey Report.]]> Tue, 6 Nov 2007 01:08:08 -0500 Learn more or buy now. ]]> Tue, 6 Nov 2007 01:07:10 -0500 http://feedproxy.google.com/~r/SecondWind/~3/8usgfAhptgs/knowledge_display.asp Consultant Paul Field on starting the new business effort by assigning a team, identifying niche segments or industries to target, and creating a prospect list.<img src="http://feeds.feedburner.com/~r/SecondWind/~4/8usgfAhptgs" height="1" width="1"/> http://www.secondwindonline.com/knowledge_display.asp?id=13428 Tue, 6 Nov 2007 01:06:44 -0500 http://feedproxy.google.com/~r/SecondWind/~3/gsWB21jpWGE/knowledge_display.asp Discusses the benefits of a “total immersion” new business program, wherein all agency employees participate daily in hunting for leads and making pitches.<img src="http://feeds.feedburner.com/~r/SecondWind/~4/gsWB21jpWGE" height="1" width="1"/> http://www.secondwindonline.com/knowledge_display.asp?id=13429 Mon, 29 Oct 2007 09:56:33 -0400 This week Mark Sneider of Marketplace partner RSW talks about finding a prospecting ?sweet spot.? Also, register for our new business webinar on November 14. And visit the Knowledge Base for more featured content on agency new business.]]> Mon, 29 Oct 2007 09:55:32 -0400 http://feedproxy.google.com/~r/SecondWind/~3/gcxqs1mf13o/knowledge_display.asp Mark Sneider discusses how to focus ad agency new business prospecting on a “sweet spot” that fits your strategy and wins the right clients, and explains why an outsourced lead generation and prospecting partner may a good option.<img src="http://feeds.feedburner.com/~r/SecondWind/~4/gcxqs1mf13o" height="1" width="1"/> http://www.secondwindonline.com/knowledge_display.asp?id=13427 Tue, 23 Oct 2007 10:19:26 -0400 This week Larry Melnick offers advice on creating a value proposition that helps your agency stand out from the crowd. Also, read Tony?s thoughts on how industry change is altering new business pursuit in Vol. 20 No. 9 of The Second Wind Newsletter. And check out our new Bundle (see below) and featured content.]]> Tue, 23 Oct 2007 10:19:06 -0400 New Business Pitch Follow-up, offers ideas for following up on new business pitches or presentations. It includes methods for agencies to win the business, and requesting the prospect to do a post-pitch evaluation. Bundles are a great way to quickly access topic-specific content and can be found top left in the Knowledge Base.]]> Tue, 23 Oct 2007 10:18:15 -0400 Stephanie Haag comes to us with previous experience in e-marketing and lead tracking, in addition to a BS in Marketing. Stephanie covers the phones, and has assumed a number of marketing duties formerly handled by Stef Linderman. Stef, our former gatekeeper, publications fulfillment expert and database manager, began her new duties as p.a. to a Reading-area school principal in September. Best of luck to you, Stef! We?ll really miss you. And members, say hi to Steph when you call in!]]> Tue, 23 Oct 2007 10:17:49 -0400 http://feedproxy.google.com/~r/SecondWind/~3/kq0z7ot0nvA/knowledge_display.asp Using a value proposition to open the doors of new business prospects.<img src="http://feeds.feedburner.com/~r/SecondWind/~4/kq0z7ot0nvA" height="1" width="1"/> http://www.secondwindonline.com/knowledge_display.asp?id=13420 Mon, 15 Oct 2007 10:28:51 -0400 http://feedproxy.google.com/~r/SecondWind/~3/OO6tviOaJgE/knowledge_display.asp How to leave an ad agency new business pitch on a prospect’s voice mail that will win a meeting.<img src="http://feeds.feedburner.com/~r/SecondWind/~4/OO6tviOaJgE" height="1" width="1"/> http://www.secondwindonline.com/knowledge_display.asp?id=13417 Mon, 15 Oct 2007 10:27:50 -0400 Marketplace partner ReadyTalk, will help you take full advantage of Second Wind?s resources and information, and get greater value from your membership. Host/COO Laurie Mikes invites everyone at your agency to participate, including principals, management and staff. You can view the session right from your desktop. Our first session will be held on November 7, 2007. Read more or register.]]> Mon, 15 Oct 2007 10:26:24 -0400 Tweed-Weber, Inc. and Second Wind have published a unique report studying the marketing service requirements and preferences of US colleges and universities. This New Business Advantage Report is specifically designed for agencies and related businesses pursuing opportunities in the college and university marketplace. The 54-page report, The Advertising and Marketing Practices of Colleges and Universities, addresses a variety of key issues, including US market size, industry trends, advertising and marketing budgets, how agencies partner in this category, and projected service needs and preferences. Learn more or order? Take advantage of our multiple-reports offer!]]> Mon, 15 Oct 2007 10:25:19 -0400 Thu, 11 Oct 2007 16:06:01 -0400 Vol. 20 No. 9, kicks off a two-month focus on the agency new business effort with an article by Second Wind managing director Tony Mikes. Tony discusses new business trends and tactics in an era of industry change. We also look at renewed interest in grassroots marketing tactics, including tips on what works; Allan Godshall offers insights on hiring creative talent; and editor Beth James reviews ?hit and miss? marketing aimed at Baby Boomers, with notes on how to appeal to the Boomer audience. Download Vol. 20 No. 9.]]> Mon, 8 Oct 2007 10:56:24 -0400 http://feedproxy.google.com/~r/SecondWind/~3/FxQK-iIFfj8/knowledge_display.asp Connie Burtcheard offers new business strategies to apply during economic downturns, and as part your agency’s regular new business plan.<img src="http://feeds.feedburner.com/~r/SecondWind/~4/FxQK-iIFfj8" height="1" width="1"/> http://www.secondwindonline.com/knowledge_display.asp?id=13416 Mon, 8 Oct 2007 10:56:01 -0400 http://feedproxy.google.com/~r/SecondWind/~3/-JuRa6EsfYY/knowledge_display.asp Paul Field on using brand character to help differentiate your agency as you develop your brand positioning.<img src="http://feeds.feedburner.com/~r/SecondWind/~4/-JuRa6EsfYY" height="1" width="1"/> http://www.secondwindonline.com/knowledge_display.asp?id=13415 Mon, 8 Oct 2007 10:55:09 -0400 Mudd Advertising. The agency opened its new Los Angeles office and celebrated its 26th year in business. Mudd also has offices in Chicago, IL, and Nashville, TN. The full-service advertising agency is the second largest automotive advertiser in the nation, with nearly 3000 clients in all 50 states and 170 talented employees.]]> Thu, 4 Oct 2007 12:49:10 -0400 We?ll start you off with articles from Marketplace new business specialist Larry Melnick and Second Wind Consultant Bill Thomasson. Watch for new bundles, white papers, home page articles and special featured content. And coming soon ? a special double issue of The Second Wind Newsletter. So warm up those new business muscles and prepare to hit the ground running?]]> Mon, 1 Oct 2007 11:28:12 -0400 http://feedproxy.google.com/~r/SecondWind/~3/UrkBVntcEdM/knowledge_display.asp Larry Melnick on how agency new business planning and a consistent, ongoing process can generate a steady and reliable revenue stream.<img src="http://feeds.feedburner.com/~r/SecondWind/~4/UrkBVntcEdM" height="1" width="1"/> http://www.secondwindonline.com/knowledge_display.asp?id=13412 Mon, 1 Oct 2007 11:27:12 -0400 http://feedproxy.google.com/~r/SecondWind/~3/k2fduAI6nF8/knowledge_display.asp Consultant Bill Thomason discusses positioning the agency as a “results generator” during economic downturns to gain new business.<img src="http://feeds.feedburner.com/~r/SecondWind/~4/k2fduAI6nF8" height="1" width="1"/> http://www.secondwindonline.com/knowledge_display.asp?id=13411 Mon, 1 Oct 2007 11:26:57 -0400 This Is Critical in the Knowledge Base.]]> Mon, 1 Oct 2007 11:25:20 -0400 LarsonO?Brien Advertising?PR?Interactive of Pittsburgh, PA, received its business certification from the Chinese government to operate as a wholly owned foreign entity. The Second Wind member is the first locally-owned advertising/PR/interactive firm to create and operate a wholly-owned and certified marketing communications service in the People?s Republic of China. On September 16, 2007, the agency also finalized acquisition of Dashi Design, a Chinese advertising and graphic design service located in Beijing and Shanghai.

?Our business model supports the marketing efforts of a large segment of Western companies looking to sell their products and services into China. That includes midsize companies that simply can?t budget for a top-five agency, as well as larger companies looking for better value and insights,? said principal Jack O?Brien.]]> Mon, 24 Sep 2007 08:56:43 -0400 http://feedproxy.google.com/~r/SecondWind/~3/586EvAFgyhA/knowledge_display.asp Allan Godshall discusses the Geico “Caveman” ad series as an example of cornering the market for an ad icon.<img src="http://feeds.feedburner.com/~r/SecondWind/~4/586EvAFgyhA" height="1" width="1"/> http://www.secondwindonline.com/knowledge_display.asp?id=13390 Mon, 24 Sep 2007 08:56:20 -0400 http://feedproxy.google.com/~r/SecondWind/~3/6dLCJEGyZmY/knowledge_display.asp Consultant Bill Thomasson examines a trend toward training creative personnel in account service skills.<img src="http://feeds.feedburner.com/~r/SecondWind/~4/6dLCJEGyZmY" height="1" width="1"/> http://www.secondwindonline.com/knowledge_display.asp?id=13389 Mon, 24 Sep 2007 08:54:37 -0400 Ann Martin, president of Idea Bank in Hastings, NE, was profiled in a newly published book, ?Entrepreneurs of Hastings: Short Sketches of Some Nebraska Risktakers,? by Jerri Reher Haussler. The book tells the stories of 35 of Hastings' most prominent entrepreneurs. Ann was one of only three women included in the collection. Idea Bank is sited in a renovated historic bank building, and this year celebrates a quarter century in the industry.]]> Mon, 17 Sep 2007 16:00:38 -0400 http://feedproxy.google.com/~r/SecondWind/~3/7xA36BvEWDw/knowledge_display.asp The importance of the traffic manager overseeing workflow and knowing where all projects stand at any given moment.<img src="http://feeds.feedburner.com/~r/SecondWind/~4/7xA36BvEWDw" height="1" width="1"/> http://www.secondwindonline.com/knowledge_display.asp?id=13382 Mon, 17 Sep 2007 14:44:52 -0400 Forums is one way we meet this goal, and discussions there have been active and valuable. But you can also speak your piece by publishing articles on our home page, where your views are read by our members, site visitors and, through Second Wind?s RSS news feed, a wider business audience. So if you have something to say, we?ll be happy to consider your content for publication. You gain reciprocal links and search-friendly publicity, and we grow Second Wind?s voice in the ad industry. Submit your articles and PR to editor@secondwindonline.com.]]> Mon, 17 Sep 2007 14:44:42 -0400 Smith&Jones, a marketing, advertising and interactive firm in Sturbridge, MA, has enjoyed a great summer, gaining five new clients in a range of industries. The agency also participated in last week?s Create-Athon®, the 24-hour creative blitz during which advertising agencies and design firms do pro bono work for nonprofit organizations. Smith&Jones donated time to seven area non-profits, and shared the experience through a real-time blog.]]> Mon, 10 Sep 2007 12:09:44 -0400 http://feedproxy.google.com/~r/SecondWind/~3/FhdJi6VaSTs/knowledge_display.asp The InsightGrrls offer ideas from the Summer 2007 AAAA’s Account Planning Conference.<img src="http://feeds.feedburner.com/~r/SecondWind/~4/FhdJi6VaSTs" height="1" width="1"/> http://www.secondwindonline.com/knowledge_display.asp?id=13381 Mon, 10 Sep 2007 12:09:11 -0400 Referrals are more likely to come your way if you publicize your agency aggressively through PR, your website, RSS feeds, blogging and other outreach channels that will boost your profile and build awareness of your firm?s success. Need help with recruiting? Contact tony@secondwindonline.com.]]> Mon, 10 Sep 2007 12:08:11 -0400 LWT Communications L.L.C. developed a marketing campaign for the Montgomery Alabama Convention and Visitor Center commemorating historic events in the Civil Rights movement. The campaign included an audio walking tour on CD, as well as print, outdoor and collateral materials. LWT and sister firm LWT/KBK New Media are creative powers that collected a grand total of 50 ADDY awards this year. Send your PR to editor@secondwindonline.com. ]]> Wed, 5 Sep 2007 11:32:43 -0400 Vol. 20 No. 8, examines the benefits of agency business planning in helping you visualize your agency?s success. We discuss soliciting referrals from clients and prospects; look at three renowned creative agencies to see what makes their creative so great; and offer strategies for breaking down creativity-inhibiting ?silos? in your agency. We also talk about customizing employee evaluations to match job descriptions, and briefly discuss how agencies can help clients attract B2B decision makers through Web marketing ?pull? tactics. Download Vol. 20 No. 8.]]> Tue, 4 Sep 2007 14:34:58 -0400 http://feedproxy.google.com/~r/SecondWind/~3/_5PEsMjR-AI/knowledge_display.asp PR maven Rodger Roeser on using Key Performance Indicators (KPIs) to measure public relations effectiveness.<img src="http://feeds.feedburner.com/~r/SecondWind/~4/_5PEsMjR-AI" height="1" width="1"/> http://www.secondwindonline.com/knowledge_display.asp?id=13376 Tue, 4 Sep 2007 14:34:36 -0400 Download a Recruiting Services PDF for more information.]]> Thu, 27 Sep 2007 13:41:14 -0400 http://feedproxy.google.com/~r/SecondWind/~3/CiHvUSEXRd4/knowledge_display.asp Factors that contribute to keeping the client-agency relationship alive and strong.<img src="http://feeds.feedburner.com/~r/SecondWind/~4/CiHvUSEXRd4" height="1" width="1"/> http://www.secondwindonline.com/knowledge_display.asp?id=13372 Thu, 27 Sep 2007 13:40:56 -0400 Download Media Relations White Paper. See more White Papers.]]> Thu, 27 Sep 2007 13:40:28 -0400 Blue C Communications, of Newport Beach, CA is charged with creating event advertising and brand development for ?40 Years to Glory,? celebrating the milestone anniversary of the famed Tecate SCORE International Baja 1000 off-road race. Blue C?s contributions include the overall campaign theme and brand development, event identity, collateral support, direct mail, internet strategy, all advertising and web development. Events kick off with a September gala at the Long Beach Performing Arts Center. (www.40YearsToGlory.com)]]> Mon, 20 Aug 2007 12:33:19 -0400 http://feedproxy.google.com/~r/SecondWind/~3/E0A_Sqbm2Ks/knowledge_display.asp Bill Thomasson presents a case study on repositioning a company brand to gain competitive advantage and change customer perceptions.<img src="http://feeds.feedburner.com/~r/SecondWind/~4/E0A_Sqbm2Ks" height="1" width="1"/> http://www.secondwindonline.com/knowledge_display.asp?id=13356 Mon, 20 Aug 2007 12:32:24 -0400 Goin? Steady or Getting? Hitched? in the Knowledge Base. And watch for more next week on the value you can bring to your client relationships.]]> Mon, 20 Aug 2007 12:31:43 -0400 Sheroian Associates, Inc., a full-service integrated mar-comm firm based in Michigan, announced two new client relationships last week. Legacy Commercial Flooring of Toledo, one of the largest commercial flooring contractors in the US, contracted with Sheroian for media relations work. And the StarNet© Commercial Flooring Cooperative, comprised of locally-owned full-service North American flooring contractors, handed their public relations business to the agency. President Theresa Sheroian says brand messaging is key to their marketing and PR strategies, and the foundation of long-term client relations for the firm. Send your PR to editor@secondwindonline.com.]]> Tue, 14 Aug 2007 15:57:11 -0400 http://feedproxy.google.com/~r/SecondWind/~3/qos2Sg3mqwQ/knowledge_display.asp Consultant Mark Schofield identifies the two most important segments of a truly valuable creative brief.<img src="http://feeds.feedburner.com/~r/SecondWind/~4/qos2Sg3mqwQ" height="1" width="1"/> http://www.secondwindonline.com/knowledge_display.asp?id=13352 Tue, 14 Aug 2007 16:00:31 -0400 RIGGS, a South Carolina Second Wind member agency, has been settling in to new space in a West Columbia historic building, site of a former thrift store and pool hall. Two years of planning, renovations and a final, hectic moving day have culminated in a fresh, custom-designed space conceived to enhance impromptu collaboration and interaction, because, ?that?s when the magic happens,? says principal Kevin Smith. RIGGS also founded and coordinates Create-a-Thon, an annual pro-bono creative blitz that this year celebrates its tenth anniversary. Learn more at www.createathon.org/Celebrate_10_Years.html
Send YOUR press releases to editor@secondwindonline.com. ]]> Tue, 14 Aug 2007 15:59:38 -0400 Knowledge Base.]]> Tue, 7 Aug 2007 11:11:14 -0400 http://feedproxy.google.com/~r/SecondWind/~3/7kZzTav2hgM/knowledge_display.asp Allan Godshall examines in-game advertising as a low-cost, effective method for raising customer/brand awareness.<img src="http://feeds.feedburner.com/~r/SecondWind/~4/7kZzTav2hgM" height="1" width="1"/> http://www.secondwindonline.com/knowledge_display.asp?id=13346 Tue, 7 Aug 2007 11:12:46 -0400 Vol. 20 No. 7, looks at why it is important for smaller agencies to ?get good? at new and traditional media integration. We also have a valuable new client orientation outline from Second Wind consultant Mark Schofield. We initiate a discussion on ?silos,? and what makes them dangerous to your creative business. And we talk about how much business a new business hunter should bring in, as well as reviewing several traffic-related discussions from the Second Wind Forums.]]> Tue, 7 Aug 2007 11:14:19 -0400 DENMARK {the agency}, an independent branding, advertising and public relations agency, received a Small Business Award from The Edge Connection, an entrepreneurial training program. The award recognizes organizations for community leadership through volunteer activities and charitable contributions, as well as for entrepreneurship. The 20 year-old agency serves clients including Komatsu, Sugarloaf Country Club, Amtico International, Locos Grill & Pub and Cbeyond Communications. Have news to share? Send your agency PR to editor@secondwindonline.com.]]> Tue, 31 Jul 2007 10:52:14 -0400 http://feedproxy.google.com/~r/SecondWind/~3/2gJs_YWE3Lw/knowledge_display.asp Tony Mikes discusses the “accounts receivable zealot,” a person who helps the agency be more profitable by proactively managing agency timekeeping, posting of charges, estimates against actual costs, and cost-tracking.<img src="http://feeds.feedburner.com/~r/SecondWind/~4/2gJs_YWE3Lw" height="1" width="1"/> http://www.secondwindonline.com/knowledge_display.asp?id=13344 Tue, 31 Jul 2007 10:54:05 -0400 http://feedproxy.google.com/~r/SecondWind/~3/rImX8FWhrS4/research_reports.asp Are you looking for concise, easy-to-read competitive industry reports that will help your agency win new business? <a href="http://www.secondwindonline.com/research_reports.asp">New Business ADvantage Reports</a> are an amazing value that will give you substantial leverage when fighting for a new account. These innovative reports combine the best primary and secondary research available for rapidly acquiring the information you need to gain a competitive new business edge.<img src="http://feeds.feedburner.com/~r/SecondWind/~4/rImX8FWhrS4" height="1" width="1"/> http://www.secondwindonline.com/research_reports.asp Tue, 31 Jul 2007 10:57:17 -0400 Connie Burtcheard and John Putney have joined our Second Wind Consulting team. Connie offers expertise in workflow, process and time management, with specific experience helping agencies install agency management software systems. John brings to the table 40+ years as a client and agency brand strategist, product manager and account planner. Read more about Connie, John, Mark, Paul, Jim and Tony in Meet Our Consultants. Welcome aboard! ]]> Tue, 31 Jul 2007 10:58:51 -0400 Oster and Associates of San Diego provides a selected pro-bono client with a full year of creative, strategy and marketing work. This year they are working with Deaf Community Services of San Diego (DCS). Proceeds from a recent wine and cheese event will be used to fund a program to train interpreters for the Deaf, a service not currently available in San Diego. ]]>