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Through the Line with Andy Bargery

Through the Line with Andy Bargery

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Through the Line with Andy Bargery features interviews with leading marketing and agency professionals. Each episode aims to explore a topic related to marketing and communications performance, or the business of marketing i.e. running agencies. Through the Line is brought to you by Agency Squared. Find out more about through the Line and Agency Squared at: www.agencysquared.co.uk/thinking. Through the Line was formerly known as Techmap: Digital Marketing Podcast. However, as the topics of c ...
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In the marketing and advertising worlds, we often hear about the importance of creativity. A great deal has been written about how creativity is a big driver of marketing effectiveness, and it’s hard to argue with the data - see Paul Dyson's work evidencing how greta creative delivers a 12x profitability multiplier in advertising effectiveness, or …
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Building brand advocacy is at the top of a marketer's to-do list, but we rarely think of internal marketing to achieve it. Maybe we're missing a trick. What if you could use internal marketing to create a tribe of advocates to help grow our brand? In this latest episode of Through the Line, I'm joined by Kerry-Ann Stimpson, the CMO of Jamaican fina…
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60% of the World's population is now active on social media. It's probably time we learnt how to sell to them there then. In this latest episode of Through the Line, I'm joined by social selling expert Tim Hughes to explore the new world of sales. No doubt Tim is an expert in this space. Not only does he run an agency that trains and advises client…
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A common challenge for B2B marketers is how to reach a C'Suite audience. After all, they're the decision-makers, right? So we really need to get some content in front of the CMO, CFO, CRO, C whatever O, but they are notoriously hard to reach, let alone influence. Thankfully, the team at copywriting agency RH&Co did a little research into the type o…
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Have you ever been asked to justify your marketing spending? How about whether your marketing is actually working?I will be amazed if you haven’t. All marketers need to justify their existence at some point; otherwise, we get labelled with derogatory pap like ‘the colouring in department’. Thank goodness for experts like Gabe Hughes.According to Ga…
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Remember social media? Despite being out of the limelight, social media is no less important. In fact, as my guest on this show, Claire Hoang, suggests, it's even more important; many of our audiences are now social media natives. They have never known a world without social, so it's no time to lose our heads and focus on another shiny penny. In th…
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In this episode of the Through the Line podcast, Kate and I explore how to use Artificial intelligence (AI)I to grow internationally. The obvious avenue is with translation, but there's so much more for marketers to think about; everything from market testing to CX, getting the right skills in your marketing team, and of course, asset creation. The…
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In this episode of Through the Line, I explore brand transformation with Dr Emmanual Probst, who has just published his book called Assemblage - the Art and Science of Brand Transformation. The book is a real treasure chest of ideas for brand managers looking to create better relationships with their customers. I recommend it to anyone looking for …
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Every man and his dog has seen the potential of building a personal brand, from leading CEOs to start-up founders, copywriters and agency bosses. But, not everyone has got it mastered. Not yet, anyway.Rajen Mistry from specialist consultancy Founder Story joins me on Through the Line to unearth what it takes to build a personal brand and why you sh…
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How important is your website? I'm going to hazard a guess that the answer is very. Since the advent of the internet, websites have moved on at quite a pace. Where once we had simple brochure sites, we now have complex sites with lots of content and many opportunities for a browser to convert into a sales funnel. It could be starting a trial for a …
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In the 20+ years I have worked in marketing, there's been one constant: change.The marketing industry is pretty fast-paced, whichever discipline or side of the client-agency world you occupy. This is partly what makes it a great space to build a career. But it can also be a challenge. Not everyone is comfortable with change or able to manage it wel…
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How do you put a price on ideas or creativity?It’s a perennial challenge faced by marketing, advertising and PR agency owners. You know you can make a massive difference to your client’s brand challenges, yet you’re often stuck simply selling time. But not any more. Not if you listen to Alastair Dryburgh, that is, anyway.Alastair is an advocate of …
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Running an agency can be a mixed bag of emotions. One minute you're full of elation at winning an award for a successful campaign. The next, you're dealing with a crisis of confidence or trying every trick in the book to win some new business.But there is another way. It's called the self-running agency, and Rob Da Costa has calculated a formula th…
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Hiring agencies is a critical task in most marketing roles. In the modern world of marketing, there are so many expert disciplines that it's tough, if not impossible, to do everything in-house. That's where the agency world comes in. Need an expert to increase your web traffic? Think search marketing. Want someone to design an impactful brand campa…
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In this podcast, I explore what neurodiversity and neurodivergent traits are with Nathan Whitbread, an expert who works with employers to help them build neuro-inclusive workplaces. We look at what neurodiversity is, why it seems to be more commonplace, and what brands can/should do to enable individuals to be themselves at work. The goal is to cre…
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One of the primary tasks of a marketer is to understand people and to put them at the centre of your thinking. More often than not, that's your customers or prospective customers. What do they genuinely care about? What makes them choose Coca-cola over Pepsi cola, or why do they shop at Waitrose and not Tesco? The problem is only some marketers do …
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In marketing, you have two big career choices: work for a brand or work at an agency. The two sides of the marketing coin work closely together as partners. Well, that's what you'd believe if you read almost any agency website. The truth is often rather different. Client-side and agency-side marketers look at the world through very different lenses…
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Great client service and successful agencies go hand in hand. In my opinion (and I'm a client service guy), you can't run a successful agency without knowing how to handle clients. It's that simple.The problem is not every agency leader understands this and even fewer invest in training their account teams. So I invited Jenny Plant from Account Man…
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What does the agency of the future look like? That's what I wanted to know from John Bottom, an experienced agency pro and a very nice chap to boot. Shortly after the credit crunch in 2008, I had the idea of launching a marketing agency built on a network model. Like many agency professionals, I had worked for a large holding group agency and saw a…
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Last summer, I met up with a talented and intelligent agency owner – let’s call her Susie. I have known and respected Susie for quite a few years, and she runs a mid-size agency in the B2B space. We were catching up on the state of her business, what was working, and what wasn’t; the usual stuff I love to talk about with agency owners. It turns out…
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A common goal for many agency founders is to grow their business to a size big enough to sell. Very few understand what this takes, let alone realise that vision. It's a tricky path, fraught with pitfalls and many terminologies to bamboozle the unwary.Fortunately, experts are on hand who know this space inside and out. People like Tom Lewis, who ha…
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Very many agency owners have a view of growing their business to a point where they can sell or hand it over to a management team. But, often, agencies reach around 15-20 people and hit a glass ceiling. They struggle to get beyond this milestone. In this conversation, Dan de la Cruz from Polymensa joins me to chat through the biggest changes agenci…
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When you run an agency, creative shop, or any service-based business, you will come up against a client that doesn't want to pay their invoice. It's not if but when. Sometimes you can see it coming, most times you can't. So what do you do about it when your invoices sit unpaid? What's the process for recovering your fees? Join Sophy Francis from El…
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What is agency culture? What does it mean to say there’s a great culture in a business? Is it a table tennis table and free beer on Fridays, a fancy coffee machine, or the fact your team can make toast at your expense 24/7? Maybe it’s flexible working or the open-door policy with the exec team.Listen to this episode of Through the Line as Andy Barg…
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There isn’t much more important in agency life than the relationships you build with your clients.And yet, building client relationships is something I have never received any formal training in. It’s just something you learn on the job.What if I tell you there’s an equation for what forms great client relationships. Better still, what if I invited…
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The pandemic has had a dramatic impact on how we build teams. In agency land, we are challenged with a workforce that no longer expects to be tied to an office eight hours a day, five days a week. That's quite a shift.In this episode of Through the Line, I explore how to build remote teams with Kathryn Strachan from Copyhouse - an agency she has gr…
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Nobody goes into running agencies because they love financial management. Whatever flavour of agency you run, your first love is likely to be design or banding, and not bookkeeping, cash flow and balance sheets.But, if you're going to be successful, you will need an intimate understanding of how to manage, understand, interpret, and make decisions …
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Understanding agency finance may not be what gets you out of bed in the morning. I'd bet my kids' college fund that accounting is at the bottom of the list of what gets you excited about running your agency. But, frankly, it could hardly be more critical if you want to survive, thrive and eventually exit your agency.The great news about accountancy…
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Lead generation is one of those issues we like to talk about in agency land. We're on a constant cycle of business development because, frankly, it's how the agency world operates. Not only do we have to focus on keeping our clients happy, but for survival and ultimately growth, we also must bring new clients and projects on board all the time.The …
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If you have ever looked at the size and the complexity of the Chinese market, you will know it's both massive, exciting and terrifying, all at the same time. Yet, the opportunity is enormous, especially for us Brits. It seems Brand Britain is a big deal for Chinese consumers. But, making it in China takes experience, money and contacts. That's wher…
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If you run a small agency, I am prepared to bet good money you have heard someone say 'you need to work on the business and not in the business'. Am I right?I am equally confident your next question is, how? With the competing interests of clients, employees and your cash flow, it's not always that easy. But fear not. I've got your back. It is time…
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Does your agency look like every other agency? Are you part of the custard soup of marketing and creative services companies? Does your messaging focus on you being award-winning, or full-service agency, or that you work with your clients as partners for the long term? If so you have a problem and it's one of the reasons why brand side marketers fi…
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Growing businesses is a journey full of learnings. Whether you are developing a publishing business, a travel brand or a marketing agency, I promise there will be plenty of lessons along the way. Just ask entrepreneur, Martyn Sibley. In this episode of Through the Line, Martyn joins me to explore his journey. We unpack some of his key lessons for s…
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In the dynamic world of marketing, change is pretty much a constant. Over the last two decades, everything has changed, except perhaps for how most of us approach the delivery of marketing programmes or projects. Enter stage left the world of agile marketing. A world in which we use data to test, learn, iterate and refine in an ongoing, process of …
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There's a common belief among marketing agency entrepreneurs that when the time comes, and they have made enough money or spent enough energy on the business, they will be able to sell it. They may be thinking the likes of Omnicom, WPP, or another big agency group will snap them up, and they can live off the proceeds. The reality is very different.…
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Our Beyond the Creds Deck episodes are interviews with agency founders. People who took the crazy and challenging road to fame and fortune by opening up their own marketing shop. In this edition, I talk with Kelly Molson, Co-Founder and MD of digital agency Rubber Cheese.Kelly describes her experience of securing her first clients, getting a busine…
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Ever wondered why some leaders are always in your social news feed, while others are invisible? For every Richard Branson, there are hundreds without a voice, which is a huge missed opportunity - particularly when you consider leaders are outperforming brands when it comes to social media impact. Look in your Linkedin news feed. My guess is you fol…
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Running a marketing agency is easy, right? Raising a family is a walk in the park too. Well, actually that's a no on both counts. They are challenging in their own right but put them together, and you have a recipe for long hours, difficult decisions and compromise. You would have to be crazy.Say hello to the fab Sophy Duarte. Sophy left her last a…
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The hackneyed expression that people fear public speaking more than death is probably not far from the truth. But, being able to stand up and deliver a compelling presentation is one of the significant enablers of success. It might be selling a product, pitching an idea, reporting to the board, or trying to convince a team to follow you. All of the…
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During the Coronavirus lockdown in April 2020, I decided to host an online Q&A for agencies that need ideas, advice and inspiration for how to guide their agency shops through the lockdown. I invited Lena Robinson, an agency veteran from business consultancy FTSQ, to come along and add some expert advice.This is a recording of the event in which Le…
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A common challenge for agencies is finding new clients. We seem to be in a continuous new business drive - prospecting, networking, cold calling, starting conversations and pitching. At the same time, clientside marketers are struggling to find their ideal agency partner from the vast number of agencies at their fingertips. In the UK alone there ar…
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We've never been more aware of our mental health. We're talking about it more than ever and HR are looking at it with increasing intent. After all, the marketing and advertising sector is plagued with mental health challenges. It's bound to be if you consider the ever-changing and stressful nature of our work and the colourful characters attracted …
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Business development is a constant challenge for marketing agencies. Most are on a constant hunt for new business and spend their time pitching to marketing directors, managers, heads of, CMOs etc. But in good old B2B marketing, we're forgetting about the other players in the decision-making unit. And the biggest players of all often sit in procure…
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An essential ingredient of impactful marketing and communications is understanding your customer. After all, we're taught marketing is about putting the customer at the heart of your business. So how do you do that? That's where the 'insights' department comes in. These are the guys and gals that look at consumer behaviour and try to uncover some h…
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You've probably heard about as much about 'millennials' as you can take, right? You've heard for years how the world is changing because of millennials, how they think and act differently, and what this means to you as a marketing professional. TV no longer works, radio's old fashioned and outdoor, well, forget about it. Millennials don't look at a…
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According to the PRCA's recent census, 89% of communications professionals in the UK are white, and 67% are female. In an industry tasked with creating impactful communications to reach an increasingly fragmented audience, that's not a particularly diverse pool of professionals to draw on. There are lots of commentators suggesting that building a d…
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Podcasting has been enjoying a renaissance in the last few years. There's been an explosion in the number of new shows - some good and some bad. It's easy for marketers to think podcasting is a low-cost media, but in reality, a good podcast takes time, effort, skill and budget too. It might be better for some marketers to treat podcasts as an adver…
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Running a marketing agency of any flavour requires grit, determination, some serious smarts and of course, persistence. Without these ingredients, you will do well to survive, let alone thrive. But what if your ambitions are loftier than simply survival or running a lifestyle business? What if you want to grow your agency and achieve some scale so …
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