We know that to build a successful agency, from start-up to becoming a well-established brand, takes vision, guts, commitment and above all else, commercial savvy. The good news for you is that we have seen it all - and we've been gathering the relevant industry data for years.
Making commercial sense
We know it takes time to hone senior management teams. They need to work together like a well-oiled machine and people need to be trained on the numbers and how to negotiate.
We also know that top people in the business are all over the numbers:
- they manage their costs against revenues and consider the complexity of the client relationship when setting fee levels.
- they know their strengths and weaknesses.
- they understand the range of pricing models from inputs-based cost-plus to outputs-based/outcomes-based pricing.
- they know about their competitors.
- they understand the client's buying power.
- and ultimately they will walk away from a piece of business that makes no commercial sense.
Is this you?
Make sure you look at our survey data in the Knowledge Centre in the publication 'The Value of Advertising'.
Register to take our Commercial Certificate.
Last updated 01 May 2024