Building a Great Agency in Today’s Competitive Market

1. Building a Great Agency in Today’sCompetitive Market Leadership Secrets of the Most Successful Agency CEOs The Rosenberg Group Inc. grosenberg@therosenberggroup.com 480-538-1613

2. The Rosenberg Group Inc. • My background • 30 years in the agency business • Large, mid-size, small agency background • President and CEO of C&W for 8 years • Two years as a recruiter • Started my own agency • Rediscovered my vision

3. The Rosenberg Group Inc. • Advise/coach owners and top management of small to mid-size PR firms on how to build a better firm • Strategic planning • Business development • Visioning • Client feedback • Account reviews • Mergers and acquisitions • Exit strategies

4. The Rosenberg Group Inc. • Coach senior managers on becoming better account leaders • Coach individuals who are ready to get to the next level • Write and speak about agency leadership and management

5. Hallmarks of Great Firms • Outstanding leadership • Great people • A coaching culture • Great clients • Results that exceed expectations

6. Outstanding Leadership • It starts with you • “If you’re not part of the problem there is no solution” • Embrace the process of change • What do you need to change about yourself? • Look at your own attitudes, habits and beliefs

7. Change Can Be a Burden

8. Change Can Also Be a Source of New Thinking and New Ideas

9. Your World Has Changed – Where Are You Today? • Still running your business the same way? • Still trying to motivate your employees the same way? • Rethinking whether the agency business is really for you? • Tired of overselling and over-promising? • Re-evaluating your personal needs?

10. Where Do You Want To Be?

11. The Mark of a Great Agency Leader: Clarity of Vision • The foundation of a great firm • The way to attract clients and staff • A reason why people stay – or go. • Becomes a filter for all aspects of your business • Visions help you move from fear-based thinking to possibility thinking

12. In the Beginning … • You had a vision • You spoke about that vision to everyone you met • You hired your first employee or found a partner because of that vision

13. So What Happened to the Vision? • For many it’s long gone • Today’s “vision” is • Win more business • Keep the business I have • Find top talent • Keep the talent I have • Stay “alive”

14. So What is a Vision? “… a short, succinct statement of what the organization intends to become and to achieve at some point in the future, often stated in competitive terms.” “… a mental image of the possible and desirable future state of the organization.”

15. So What is a Vision? “It is almost a philosophy for the company to live by…something complete and against which you can hold up all major business decisions. ” “… a statement of possibility that defines the primary strategic goal of the organization.”

16. Visioning Starts with Commitment • “I’ll do it” not “I’ll try” • Make the visioning process as important as winning the next piece of business • Understand that without a vision you’re traveling to an unknown destination without a roadmap – and does that make any sense?

17. Outstanding Leadership • Create standards of excellence • Make them non-negotiable • Live them yourself • Improves performance and professionalism • Commit to being great • Make it your personal goal • Take courses, read books, hire a coach • Abhor the status quo • Great leaders build great agencies

18. Great People • Hire stars • Self-motivated • Drive excellence • Attract great clients • The alternative is “average” • Overhaul the performance review process • Orient towards career development • Make it ongoing

19. Great People • If recruiting is problem #1 then retention is #2 • Great people need a great environment • Assess your firm • Commit to making your firm a great place to work

20. Create a Coaching Culture • Sincere desire to help • Managers who “get it” • Understand their role as coach • Build relationships based on empathy and support • Earn the right to be listened to • Prizes the individual but rewards the team • Coaching starts at the top

21. Great Clients • Made not born • Decide what makes great client • Replace bad clients • Meet with client CEOs twice a year • Find your “ideal” clients • Commit to marketing your firm • Establish your POV and make it real

22. Results that Exceed Client Expectations • Really invest in your client’s business • Value-added services at no cost! • Agree on expectations and commit to paper • Consider client report cards • Make account reviews SOP • Conduct third-party client interviews • Commit to written plans for each client • Establish client development function

23. Start Planning Your Exit Strategy – Now! • You’ve only got two choices • Sell or fold • What will they want to buy? • When will you be ready? • What do you need to do now?

24. Hallmarks of Great Firms • Outstanding leadership • Great people • A coaching culture • Great clients • Results that exceed expectations

25. The Rosenberg Group Inc.11778 E. Mariposa Grande Dr.Scottsdale, AZ480-993-9275grosenberg@therosenberggroup.com