Agency of Opportunity
After 20 years on Madison Avenue, I retired as CEO of Marsteller to consult directly with clients.
I’d handled national brands. I’d been in the big rooms. And during that time, I became aware of a need that was seldom met. Traditional Agencies of Record, I saw, were fine for long-term projects, but often faltered when asked to develop communications programs that called for both in-depth knowledge and speed.
Why? Too much process. Too many people, too many meetings, and too many vendors. It leads to overlong timelines and under-coordinated campaigns.
Another challenge for Agencies of Record is their staff can be bigger than their projects. Staff may not have the right backgrounds or skills for your project, but they’re on the payroll so they are sent in anyway.
Time for something better.
A few years ago I opened a firm specifically designed to help clients exploit the potential of time-sensitive opportunities. First, by fielding nothing but very senior people. Second, by bringing in whatever expertise is required to quickly deliver strategically sound, creatively effective work on a given engagement.
In the last year alone, James Farm has had engagements including…
- Branding and launching a $45MM healthcare spin-out.
- Creating a launch program for a new company in a highly competitive environment.
- Developing an online student recruitment campaign for a national association of colleges.
- Providing strategic guidance and creative thinking to a major American brand in support of a corporate social responsibility program.
These clients saw our ability to bring a critical mass of expertise to bear at the right times as central to their success. Our team quality, speed, and the daily attention of senior partners are also cited as valuable.
James Farm handles no more than eight clients a year.
If working with an Agency of Opportunity sounds promising to you, I’d welcome the chance to tell you more.
- Mike McKenna