Welcome back to Marketing Smarts! From brand-building and marketing veterans Anne Candido and April Martini (that’s us) comes a podcast committed to cutting through all the confusing marketing BS so you can actually understand how to take action and change your business today. We deep-dive into topics most would gloss-over, infusing real-world examples from our combined 35+ years of corporate and agency experience. We tell it how it is so whether you are just starting out or have been in business awhile, you have the Marketing Smarts to immediately impact your business.

In this episode, we’re talking how to select an agency with Scott Lucas. Listen to the episode on Apple Podcasts, Spotify, and your other favorite podcast spots – follow and leave a 5-star review if you’re exercising your Marketing Smarts!

• Episode Summary & Player
• Show Notes
• Marketing Smarts Summary
• Transcript

Marketing Smarts: Classics: How to Select an Agency in Today’s World with Scott Lucas, Sterling Brands

You need to know exactly what to look for when choosing the right agency for you and your business. With the ever-changing agency environment comes different expectations. Join us as we welcome friend and special guest, Scott Lucas from Sterling Brands. This episode covers everything from agencies to Starbucks. Here’s a small sample of what you will hear in this episode:

• How do you select an agency in today’s world?
• What makes the best client for an agency?
• How do you reduce the back-and-forth with your agency?
• What should you do when things don’t work out because it’s not a great fit?
• How much should the agency focus on problem-solving?
• What good experiences can come from the client-agency dynamic?
• How diversified should the agency’s client list be?
• What’s the best agency model?

And as always, if you need help in building your Marketing Smarts, don’t hesitate to reach out to us at: ForthRight-People.com.

Check out the episode, show notes, and transcript below:

Show Notes

• Classics: How to Select an Agency in Today’s World with Scott Lucas, Sterling Brands
  • [0:00] Welcome to Marketing Smarts
  • [0:30] Anne Candido, April Martini
  • [0:37] How do you select an agency in today’s world?
  • [0:42] Learn more about Scott on LinkedIn and at SterlingBrands.com
  • [4:24] The agency should focus on problem-solving, not process-solving
  • [9:32] Procter & Gamble (P&G)
  • [10:32] How do you reduce the back-and-forth with your agency?
  • [16:33] Revenue
  • [17:28] The agency’s client list isn’t homogenous, it’s diversified
  • [19:01] COVID-19
  • [30:08] The one-trick-pony agency model has been replaced by the jack-of-all-trades agency model
  • [32:27] PR (Public Relations)
  • [40:07] Good agencies know relationships are the name of the game
  • [44:16] Podcast
  • [45:08] Starbucks
  • [50:25] Performance Evaluation
  • [54:07] Recap: How do you select an agency in today’s world?
  • [56:48] Do you want to stand out in your industry and get more sales? Show you’re different to attract and retain top talent? Build a brand that drives real business results? Grab your Brand Strategy Workbook at: https://forthright-people.com/brand-strategy
  • “In the Trenches”
  • [57:38] What makes the best client for an agency?
  • [1:02:52] Tide, NFL (National Football League), Olympics
  • [1:03:38] CPG (Consumer Packaged Goods)
  • [1:06:46] What is your advice when things don’t work out because it’s not a great fit?
  • [1:09:46] AOR (Agency of Record)
  • [1:14:50] What good experiences have you had with the client-agency dynamic?
  • [1:22:07] RFP (Request for Proposal)
  • Marketing Smarts Moments
  • [1:28:27] Learn more about Scott on LinkedIn and at SterlingBrands.com
  • [1:32:30] Recap: How do you select an agency in today’s world?
  • [1:33:06] Make sure to follow Marketing Smarts on your favorite podcast spot and leave us a 5-star review on Apple Podcasts
  • [1:33:14] Learn more at ForthRight-People.com and connect with us on Facebook, Instagram, and LinkedIn
  • [1:33:19] Sign up to view all the ForthRight worksheets & tips for FREE!
  • [1:33:25] Shop our Virtual Consultancy

What is Marketing Smarts?

From brand-building and marketing veterans Anne Candido and April Martini comes a podcast committed to cutting through all the confusing marketing BS so you can actually understand how to take action and change your business today. They deep-dive into topics most would gloss-over, infusing real-world examples from their combined 35+ years of corporate and agency experience. They tell it how it is so whether you are just starting out or have been in business awhile, you have the Marketing Smarts to immediately impact your business.

How do I exercise my Marketing Smarts?

Thanks for listening to Marketing Smarts. Get in touch here to become a savvier marketer. 

Transcript