Second Wind

Estimates, Quotes and “Authorizations”

Thu, 2 Sep 2010 14:43:40 -0400

Learning to speak the language of procurement by avoiding the word “estimate” in favor of “quote or “authorization”; includes seven estimating and production best practices.

The Ad Agency 2010 Digital Workflow: More Compression, Greater Efficiency

Thu, 2 Sep 2010 14:43:40 -0400

A look at ad agency workflow systems, circa 2010, including current workflow software; more fluid, non-linear workflow systems; workflow “in the cloud”; and the importance of leadership in encouraging system adoption and support

Be Stronger with Certified Agency Operations School

Thu, 2 Sep 2010 14:43:39 -0400

Is your agency a 98-pound traffic, workflow and estimating weakling? Do more efficient agencies kick sand in your faces? On September 21 and 22, 2010, at The Gleacher Center, Chicago, IL, Second Wind offers The Certified Agency Operations Daily Workflow and Efficiency Seminar to help you become a workflow-managing, project-estimating, template-building, vendor-honchoing, client-billing super-agency! This two-day event includes a review of how agency production work fits into an agency’s overall financial picture. You look stronger already… Read More or Register Now. Learn more aboutSecond Wind Certification.

Agency Traffic, Workflow and Operations

Thu, 2 Sep 2010 14:43:39 -0400

As the third quarter of 2010 winds down, many parents are trying to organize their kids for a new school year. In the agency business, organization is something that must be built into daily operations. If your firm has grown to 10+ people and 50 or more active projects, you cannot survive without strong workflow processes; the tide of chaos will drag you under. This month, we’ll featuring content on agency traffic, workflow, production and estimating. Watch for more content here on our home page, and check out our Certified Agency Operations School seminar for training that will help you get your workflow under control.

Creative Silos Disappearing, Say Our Readers

Thu, 2 Sep 2010 14:46:01 -0400

In our most recent Quick Poll, we asked site visitors about their creative philosophy. When asked, “How ‘silo-ed’ is your creative department?” 46 percent of respondents said, “all agency employees are creative.” Another 16 percent said their “creatives collaborate with anyone.” While the all-agency-people-are-creative approach seems to be the current trend, 19 percent of respondents also said, “only creatives do creative work”; and the remaining 19 percent said “creatives collaborate with strategists.” Among smaller agencies and design firms, hiring people with a creative mindset for all positions is a good strategy for building a creative powerhouse. Respond to our new Quick Poll at right.

Second Wind Salary Study Now Available!

Thu, 2 Sep 2010 14:46:29 -0400

Our annual report of advertising agency salaries is now available for purchase. Small Agency Salaries and Hourly Rates, June 2010includes data from the Second Wind 2009 Annual Agency Surveyspecific to agency personnel issues and salaries. Because it focuses on smaller and mid-size advertising, graphic design, PR, marketing and interactive firms, this data is particularly valuable for assessing how your smaller agency compares to similar firms. Learn more or order now.

Riggs Adopts New Operating Model, Adapts to Change

Thu, 2 Sep 2010 14:47:00 -0400

How a traditional, full-service agency made a radical shift to a “modular,” consultancy model, where the partners do the creative work, then custom-assemble teams of “sub-specialists” to execute client programs.

This Month In the Newsletter - THE POWER OF IDEAS

Thu, 2 Sep 2010 14:48:07 -0400

In this issue of The Second Wind Newsletter, we discuss The Power of Ideas. Why do creative ideas still matter in the advertising business, and how do you build an agency whose work focuses on great ideas? We talk about boosting an agency’s creative agility using brainstorming techniques to generate energy, edgier ideas and fresh thinking; doing pro bono work as a way to build agency creative reputation, including standards and practices and determining a pro bono strategy; and how designers and copywriters can start a new conceptual process by adapting your unsold but clever ideas.

We review developing the “great ideas” mindset by drawing or recording inspirations in a notebook or with a digital recording device to create your own idea-starter files. We share a Forums discussion about balancing the desire to do great creative work against client budget limitations, including time management tips, the production manager’s role and the agency creative process. We weigh the value of delivering work as dictated by clients (for the money) against fighting to do great creative work (adhering to the agency’s mission). Finally, we offer our own favorite examples of current “great creative” campaigns. ...read more, Download Vol. 23 No. 6.

Retro Creative: Everything New is Old Again?

Fri, 30 Jul 2010 10:20:04 -0400

Over years of design history, we continue to reinvent and renew historic "nostalgic" styles. Creatives recycle history "creatively."

“I Just Went ‘Mad’ All of a Sudden”

Fri, 30 Jul 2010 10:19:54 -0400

Cary Grant references aside, most marketing folks know that the hit AMC TV series, “Mad Men,” began Season 4 this past Sunday, with a much discussed episode titled “Public Relations.” Our Social Media Manager, Jennifer Mikes, is a series fan, and will be writing recaps of this season’s episodes, adding her thoughts on advertising history and in-show references. Read this week’s commentary (Spoiler Alert! Some plot points are revealed!). We’ll be posting a new item weekly. Search “Mad Men” in our search window; go to "Mad Men" under Knowledge Base/Content by Subject; or follow links from our Facebook page.

Best Buy’s Twelpforce Is a Great Creative Idea

Fri, 30 Jul 2010 10:19:54 -0400

Best Buy’s TwelpForce Twitter feed is an award-winning creative idea and a customer service gem that also boosted sales.

Agency Principals, Don't Miss Our Next ZOOM Group! New Dates Added!

Fri, 30 Jul 2010 10:19:53 -0400

ZOOM Groups are special roundtable meetings specifically for agency principals, owners and key managers. We bring together 15-20 agency principals/owners from non-competing areas allowing them to share and exchange ideas over the course of a few days. If you're not already participating in a ZOOM Group, now is the time to take part! There are two convenient sessions scheduled for August 2010. Learn More!

Second Wind Salary Study Now Available!

Fri, 30 Jul 2010 10:19:53 -0400

Our annual report of advertising agency salaries is now available for purchase. Small Agency Salaries and Hourly Rates, June 2010 includes data from the Second Wind 2009 Annual Agency Survey specific to agency personnel issues and salaries. Because it focuses on smaller and mid-size advertising, graphic design, PR, marketing and interactive firms, this data is particularly valuable for assessing how your smaller agency compares to similar firms. Learn more or order now.

Does Ready-Media Sock Designers in the Jaw?

Fri, 30 Jul 2010 10:27:18 -0400

Even as we argue for the power of ideas, members of the design fraternity seem intent on undercutting the value of design and the creative community. Print magazine’s Steven Heller blogged last week about the newest, web-based “design templates” service, Ready-Media. The sting is not in the idea of design templates (those offerings have been around for at least a decade), but the fact that the site was launched by Roger Black, a renowned editorial designer whose credits include Rolling Stone, The New York Times Magazine, Newsweek, McCall's, The New Republic, Fast Company, Reader's Digest, Foreign Affairs, Advertising Age and Esquire. Read more about Black here; as for Ready-Media, we can’t speak to the quality of their templates, but their site could sure use a good copy-editor…

Radio Voyeurs

Fri, 30 Jul 2010 10:27:17 -0400

Radio pro Jeffrey Hedquist shares ips for writing radio copy that invites listeners into a conversation or situation to create intimacy and engagement.

This Month In the Newsletter - CUSTOMER CULTIVATION

Fri, 30 Jul 2010 10:28:31 -0400

In this issue of The Second Wind Newsletter, we discuss Customer Cultivation as a key business focus and potential agency service area. We look at customer relationship management (CRM) and why agencies should lead with customer-focused strategies and programs; consider how companies institute customer rewards programs, and what agencies can do to guide clients toward rewards as a business strategy; and review how the changing path to purchase has made customer cultivation and retention more critical, with suggestions for interactive service areas for developing customers into advocates and lead generators. We also discuss how access to detailed customer data is changing marketing from mass to intimate, enabling improved customer cultivation and retention; talk about how companies are integrating mobile technologies to build and retain customer bases, and examine how agencies can assist and guide clients toward smarter mobile CRM tactics. ...read more, Download Vol. 23 No. 5.

Pixar Tips on Fostering Innovation

Wed, 21 Jul 2010 11:05:19 -0400

The characteristics of a highly innovative workplace that promotes collaboration, ideation and a quality product, from Brad Bird of Pixar Studios.

Agency Principals, Don't Miss Our Next ZOOM Group! New Dates Added!

Wed, 21 Jul 2010 11:05:19 -0400

Inspiration from Mr. B

Wed, 21 Jul 2010 11:05:19 -0400

Sometimes we need to step back and remember why we got into this business… and what losing sight of those reasons means to our work and our agencies’ success. Mark Sneider of MarketPlace partner RSW/US shared on his blog this wonderful speech, When to Take My Name Off the Door, originally penned by advertising giant Leo Burnett in 1967. Can you affirm to having this kind of passion for setting standards and losing sight of what continues to matter—creativity, dedication and integrity? Thanks for sharing, Mark!

This Month In the Newsletter - CUSTOMER CULTIVATION

Wed, 21 Jul 2010 11:05:18 -0400

Moolah Customer Loyalty Program A Success for Every Idea

Wed, 21 Jul 2010 11:05:18 -0400

Every Idea Marketing, a Second Wind member from Bend, OR, recently developed a customer rewards/loyalty campaign for their client, Newport Ave. Market, with a goal of 3,500 subscribers in three months. The agency’s “Earn Moolah” campaign converted customers from an old-fashioned stamp program to scannable rewards cards. They gained 1,000 subscribers the first day of signup, and 5,500 subscribers within their three-month launch period. Others elements included outdoor signage and whimsical in-store banners.

Cultivate Customers Through Social Engagement

Thu, 17 Jun 2010 16:53:35 -0400

How one small business owner is harnessing customer brand engagement through social media to grow her business, and strategies for ad agencies to lead their clients toward appropriate social media tactics.

Last Call for Certified Financial Management!

Thu, 17 Jun 2010 16:53:35 -0400

Don’t miss the best financial training course in the ad industry! Second Wind’s two-day Certified Agency Financial Management™ Workshopwill take place next week at The Gleacher Center in Chicago on June 22 and 23, 2010. This advanced level course teaches ad agency and design firm financial employees how to make more money, maximize billings, improve cash flow and develop the right compensation strategies. Seats are still available. Learn more about Second WindCertification, or Register now.

If a Brand Is Just a Brand, Then What’s a Menifee?

Thu, 17 Jun 2010 16:53:35 -0400

Jim Hughes of The Brand Establishment recounts the brand development process for the master-planned community of Menifee, California, demonstrating how brand discovery identified previously unforeseen brand potential, and helped build a city

When “Green” Claims Go Toxic

Thu, 17 Jun 2010 16:53:34 -0400

The 2010 Gulf oil spill is a prime example of “greenwashing” biting a company where it hurts; BP’s green marketing claims run head-on into an environmental crisis, perhaps permanently damaging the brand’s reputation.

New Webinar! Power-Up Your New Business Effort

Thu, 17 Jun 2010 16:53:34 -0400

Does your agency understand how to use an ongoing knowledge-sharing program as a powerful thought-leadership tool? In a relationship business, trust plays a crucial role in attracting and keeping clients. On Tuesday, June 22, 2010, we’ll offer Thought Leadership – Keys to Success, presented by Larry Melnick, of Hunter New Business Development. Develop your “expert” status with clients and prospects. And, watch for our next webinar, Three Secrets of Effective Case Studies, on July 7. You’ll also find “Moving Prospects to Say ‘Tell Me More,’” and “How to Successfully Position Your Agency” in our Webinars Library. All sessions are part of Second Wind’s New Business Power-Up Series. Webinars are free to Second Wind members.

This Month In the Newsletter - GREEN MARKETING

Thu, 17 Jun 2010 16:53:34 -0400

In this special online-only issue of The Second Wind Newsletter, we discuss Green Marketing as an ad agency specialty, and three factors affecting successful green marketing. We examine why environmental concerns are more than a passing fad, and why companies can gain business benefits from claiming green brand positions now, including benefits and best practices lists. We discuss using social media to communicate green messages to client audiences and communities. We assess consumers’ slow adoption of greener behaviors, five product categories where adoption has been broader and quicker, and the “change without changing” dynamic. Finally, we look at how ad agencies can position themselves as green consultants, offer suggestions for being a greener agency and share a mini Green Glossary. ...read more, Download Vol. 23 No. 4.

blr/further Creates Website for Annual Bellin Run

Thu, 17 Jun 2010 16:56:50 -0400

Second Wind member blr/further of Birmingham, AL, launched a redesigned website for client Bellin Health’s annual 10K Bellin Run, held on the second Saturday in June in Green Bay, WI. The 34-year-old event is one of the largest 10K races in the USA. The new site,bellinrun.com, incorporates Facebook, a Twitter feed and a race blog. The Facebook page garnered over 1,000 fans in the first month. The blog provided training tips, runner profiles and event information leading up to the event, and invited social updates about the race.

Coke and Emeco Recycle Bottles to Make Chairs

Tue, 25 May 2010 12:24:42 -0400

A Coke recycling project is a good match for the brand, but is it enough to make a “green” claim? Includes links to US waste generation data.

Plan Now for the Certified Agency Financial Management Workshop

Tue, 25 May 2010 12:24:41 -0400

Now more than ever, ad agencies need to operate according to financial best practices. Train your staff to grow your profits and cultivate smarter financial procedures in two jam-packed days inChicago, IL, June 22-23, 2010. The Certified Agency Financial Management Seminar for Agency Financial Professionals offerscertification in ad agency financial strategies, including agency compensation plans and effective billing tactics. Learn more or Register Now.

Be a Greener Business for the Right Reasons

Tue, 25 May 2010 12:24:41 -0400

Why businesses should ground green marketing, or any cause marketing, on strong commitment, not just to a desire to improve brand reputation; includes new data on ocean warming related to greenhouse gases.

Tony Mikes of Second Wind to Present at 20th Annual How Design Conference

Tue, 25 May 2010 12:24:40 -0400

Second Wind’s founder and managing director, Tony Mikes, will be a presenter at the annual HOW Design Conference on June 7, 2010, at the Colorado Convention Center, Denver, Colorado.

Mikes will speak about developing an agency brand, shameless self-promotion, and using powerful content and inbound marketing strategies to become an attractor of new business prospects in his presentation, “Is Your Agency Interesting?” The session will take place from 10:45 a.m. to 12:00 p.m., Monday, June 7, 2010.

For more information, review our complete press release.

Green Marketing Requires Trust

Tue, 25 May 2010 12:26:45 -0400

Trust is a requirement for effective green marketing; companies using “green” positioning must understand customer and public expectations and be prepared to meet them.

This Month In the Newsletter - Special Issue on Convergence Marketing

Tue, 25 May 2010 12:27:16 -0400

In this issue of The Second Wind Newsletter, we discuss Convergence Marketing including: integrating agency social media and traditional personnel, as all media become equal elements in cross-channel marketing strategies; defining multi-channel and cross-channel marketing, and why cross-channel is the preferred 21st century strategic approach; and how agencies must fearlessly test new and social media tactics, by treating every media plan as a “beta” rather than waiting to acquire “expertise.” ...read more, Download Vol. 23 No. 2-3.

Plan Now for the Certified Agency Financial Management Workshop

Thu, 6 May 2010 13:29:39 -0400

Why Do Cause Marketing?

Thu, 6 May 2010 13:29:39 -0400

Reputation management has become big business, and cause marketing plays an influential role in shifting public perceptions of companies and products.

Tony Mikes of Second Wind to Present at 20th Annual How Design Conference

Thu, 6 May 2010 13:29:39 -0400

For more information, review our complete press release.

Damage Control Advertising: How Much Is Too Much?

Thu, 6 May 2010 13:29:38 -0400

A comparison of the brand crisis responses of Toyota and General Motors, and why Toyota’s trusted brand is enabling a quick recovery, while GM is losing opportunity by playing fast and loose with the truth.

New Media Is a Team Effort

Thu, 6 May 2010 13:29:38 -0400

New media tactics are becoming just another set of options that agencies should automatically consider as part of the cross-channel marketing mix.

This Month In the Newsletter - Special Issue on Convergence Marketing

Thu, 6 May 2010 13:29:38 -0400

n this issue of The Second Wind Newsletter, we discuss Convergence Marketing including: integrating agency social media and traditional personnel, as all media become equal elements in cross-channel marketing strategies; defining multi-channel and cross-channel marketing, and why cross-channel is the preferred 21st century strategic approach; and how agencies must fearlessly test new and social media tactics, by treating every media plan as a “beta” rather than waiting to acquire “expertise.” ...read more, Download Vol. 23 No. 2-3.

Finelight Aims for Creative “So Good It Makes You Sick”

Thu, 6 May 2010 13:33:15 -0400

Second Wind member Finelight, a national mar-comm firm based in Bloomington, IN, likes to push for unique creative solutions to client problems. They sold a $12 million dollar Learjet 60 XR with a customized direct mail piece, and wrote an eye-stopping headline for a local hospital print ad to stand out in an ad-cluttered environment. When client Herff-Jones, supplier of high school graduation products, asked for a new website to showcase products, Finelight created an interactive microsite with social features for students and parent-attracting info. The site has drawn 5,300 unique visitors since its launch, exceeding goals for page views and time spent per page. At the agency blog, staffer John Jacobsen writes: “Start by throwing out the mentality that you’re only as good as what you’ve been asked to do. Your client list shouldn’t limit creativity.”

More on Small+Smart Agencies

Mon, 3 May 2010 12:06:24 -0400

How doing one thing very well can differentiate your ad agency brand, and how being a small+smart agency may be “green” as well as brand-sensible.

Tony Mikes of Second Wind to Present at 20th Annual How Design Conference

Mon, 3 May 2010 12:06:24 -0400

For more information, review our complete press release.

Is Green Ink “Green"?

Mon, 3 May 2010 12:06:23 -0400

Green pigments (as well as other colors) may be environmentally toxic due to organic compounds and chemical additives used in their manufacture, but digital marketing also leaves a carbon footprint; includes links to toxins in pigments that designers should be aware of; and an energy and materials use calculator.

TriComB2B Merges Tech Specialty with Trend-spotting

Mon, 3 May 2010 12:06:23 -0400

Second Wind member TrimComB2B of Vandalia, OH, is a B2B-focused marketing and communications agency that frequently works in sectors leading the way in energy conservation and environmental innovation. One emerging industry they are watching is wind energy.TriCom staffers attended the WindPower 09 conference, and have clients in several alternative energy markets. TriComB2B was also recently named one of the Dayton Business Journal’s 2010 Best Places to Work.

This Month In the Newsletter - Special Issue on Convergence Marketing

Mon, 3 May 2010 12:08:40 -0400

How Green Are You?

Wed, 21 Apr 2010 10:56:57 -0400

This week marks the fortieth anniversary of Earth Day, a grass roots-driven demonstration that began as an experiment in the power of citizen activism in the late 1960s, and has become a worldwide movement in the new millennium. Over the next month, we’ll be writing about “green” as a business strategy, and social commitment and a marketing service. Watch for green content in our newsletters, on Facebook and here on the Home Page.

Nike’s® New Tiger/Dad Ad: Forgive Me, Father…

Wed, 21 Apr 2010 10:56:57 -0400

Analysis of a Tiger Woods/Nike® ad as the celebrity spokesperson returns from months of personal scandal, and whether such associations are valuable for brands.

The Agency Values Poster

Wed, 21 Apr 2010 10:56:56 -0400

Using agency values to build a strong culture, retain employees and get everyone in the agency to be brand ambassadors. Includes a sample agency values poster.

Puma’s Clever Little Bag Reduces Wasteful Packaging

Wed, 21 Apr 2010 10:56:56 -0400

An example of sustainable manufacturing practices as part of a company’s brand vision is Puma’s “clever little bag” packaging, part of a broad push to reduce packaging waste and use of resources by 2015.

Delucchi Practices Green Marketing and Green Business

Wed, 21 Apr 2010 10:56:56 -0400

Delucchi Strategic Communications of Washington, DC and San Francisco, CA, is a brand and strategic communications firm with a specialty in real estate and development. As such, they have ten years of experience in green marketing campaigns built around sustainability and “green” development. In fact, Delucchi’s own officesare LEED® Silver Certified by the US Green Building Council. Green as a business strategy is closely tied to green values, says owner Christine Delucchi. “It is rewarding when personal values can transcend into your profession and office environment.”

Yellow Pages Redesigns Iconic Logo for Internet Era

Mon, 12 Apr 2010 15:50:44 -0400

Yellow Pages Canada updated the iconic “walking fingers” logo to reflect its focus on interactive services, but did they truly differentiate an already compromised brand?

Register now for Certified Account Executive College!

Mon, 12 Apr 2010 15:47:56 -0400

Are your account service people proficient enough to help you retain valuable clients and grow new opportunities as business picks up? Gain the skills your agency needs at Certified Account Executive College in Chicago, IL on April 20, 21 and 22, 2010. These three powerful seminars – A Complete Guide to Account Service, Account Planning and Strategic Planning for Smaller Agencies and Writing Winning Proposals, Giving Winning Pitches – are among the best in the industry at teaching agencies how to keep and grow accounts. Learn more about Second Wind Certification, or Register now.

EZStreet Uses Direct Mail Guerrilla Marketing

Mon, 12 Apr 2010 15:47:56 -0400

A direct mail and web-based “guerrilla” marketing campaign highlights how to achieve impact, be memorable and encourage viral sharing.

How Do You Charge for Planning Services?

Mon, 12 Apr 2010 15:47:56 -0400

We asked site visitors to answer that question in our most recentQuick Poll. Respondents reported that they primarily charge for planning services by hourly rate, with 52 percent of respondents using this billing method. Another 32 percent said they charge one all-inclusive price. Just 16 percent said they use milestone billing, breaking planning into phases (analysis, plan development and execution) and billing separately for each phase. Milestone billing can be a useful way to add perceived value to your planning services as well as help clients by spreading out payment over time. Read more about Milestone Billing.

This Month In the Newsletter - Special Issue on Planning as an Agency Service

Mon, 12 Apr 2010 15:47:55 -0400

In this issue of The Second Wind Newsletter, we discuss Marketing Planning and Strategic Planning as ad agency services. Tony Mikes explains why marketing planning positions advertising agencies as client strategic partners; shares selling tactics for persuading clients to use marketing planning; offers a Management by Objective planning flowchart; and discusses tying risk-based compensation to plan objectives. We define the three levels of marketing planning; examine the “agile marketing” concept including five characteristics of an agile marketing organization; and review changing client perceptions of the agency by bringing a planning mentality to every project. ...read more, Download Vol. 23 No. 1.

Catalyst Reaches out on April 1st Anniversary

Mon, 12 Apr 2010 15:47:55 -0400

While many ad agencies, like most businesses, send traditional end-of-year holiday greetings to customers and prospects, most ignore additional out-reach opportunities throughout the year. To stand out from competitors, try leveraging other holidays to “break through” to customers who may miss or ignore your end-of-year messaging.Catalyst Advertising of Pittsburgh, PA sent an April Fool’s “Classic Prank Kit” to their email list—coincidentally, also celebrating their anniversary date, April 1, 1984. The agency reaches out regularly at times when competitors may not think to do so, keeping their name in front of clients and prospects with clever offerings, news and content. Add this strategy to your agency self-promotion tactics. Visit Chase’s Calendar of Events for a list of US observance months.

CRM – Wal-Mart Brand-Cutting Fires Up Backlash

Wed, 24 Mar 2010 13:16:41 -0400

Brand-loyal consumers demanded Wal-Mart restock slow-selling products the store eliminated to cut costs, showing again the importance of considering customers in all business decisions.

Register now for Certified Account Executive College!

Wed, 24 Mar 2010 13:16:43 -0400

Trust – You Can't Rush It Without Breaking It…

Wed, 24 Mar 2010 13:12:37 -0400

Lead development consultant Larry Melnick discusses building trust over time to win new business prospects, and why pushing too hard to win can break trust.

Tony Mikes to Speak at Workamajig® Workology Conference

Wed, 24 Mar 2010 13:12:37 -0400

Second Wind founder and managing director Tony Mikes will be a presenter at the Workamajig Workology Conference 2.0 on April 14, 2010, at the Hotel del Coronado, San Diego, California. Tony will speak on “Financial Analysis and Management Reporting” from 8:30 to 10:00 a.m., and will also host a breakout session at 3:30 p.m. on the same topic. The four-day Workology event is the Workamajig user group conference, a collaborative forum to help advertising and graphic design professionals maximize company potential. Other noted industry speakers will discuss project management as a customer relationship management tool, as a traffic and workflow enabler, and as a part of financial analysis and management. Hope to see you there!

Learn About Second Wind Research with KiKi!

Wed, 24 Mar 2010 13:12:36 -0400

As the economy heats up and clients restart their marketing budgets, it’s a great time to discover the benefits of using Second Wind Research. To keep up with new marketing info, survey reports and data, sign up to receive KIKI, our monthly research newsletter filled with helpful research topics, current account planning news and special research promotions. KIKI is Second Wind’s Kwik Information Kwik Intelligence Ace; her insights will help you stay ahead of the curve. View a recent issue of KIKI!

This Month In the Newsletter - Special Issue on Planning as an Agency Service

Wed, 24 Mar 2010 13:12:36 -0400

In this special Marketing Planning issue of The Second Wind Newsletter,we discuss Marketing Planning and Strategic Planning as ad agency services, including: why marketing planning positions advertising agencies as client strategic partners; selling tactics for persuading clients to use marketing planning; a Management by Objective planning flowchart; tying risk-based compensation to plan objectives; the three levels of marketing planning; “agile marketing” including five characteristics of an agile marketing organization; changing client perceptions of the agency by bringing a planning mentality to every project; four key factors in creating, selling and implementing successful marketing plans; encouraging client ownership of the plan; twenty benefits of marketing planning that can be used to sell planning services; developing and trademarking agency branded processes as sellable products; incorporating client, industry and market research into a marketing plan; a basic marketing plan outline, and the value and benefits of agency account planning services built on an understanding of clients’ customers.

What Should Your Agency Website Look Like?

Tue, 9 Mar 2010 10:37:23 -0400

What a contemporary advertising agency website should consist of, including: fluid, flexible architecture; frequent updates; integrated social tactics; optimized content and lead capturing functionality.

Register now for Certified Account Executive College!

Tue, 9 Mar 2010 10:36:37 -0500

In the Pits, or Off to the Races?

Tue, 9 Mar 2010 10:33:31 -0500

Why being a more strategic, consultative agency will become the norm as agencies reposition to accommodate a changing marketing environment, and tighter client budgets.

Join Us for Our Online Media Webinar, March 24

Tue, 9 Mar 2010 10:33:31 -0500

Second Wind is happy to present a new webinar, “How Can I Best Use Online Media Today?” Is online just for direct response? How have advertisers used online successfully for branding? What is the equivalent of a TV GRP, online? These are just a few of the questions advertisers ask before fully integrating digital media into their plans.Jay Friedman, COO of Goodway Group, will discuss how the rationale for using digital media is often no different than the rationale put forth by advertisers for using TV, radio, or print.

Jay will also discuss online media user demographics, what you can measure, how to build an effective online campaign, where to focus and what to avoid, and integrating online as an accountable part of your media mix. This session will be presented March 24, 2010 Read more or register now. Also, you’ll find our recent Search Engine Optimization and Pay-Per-Click webinars in the Webinars Library.Webinars are free to Second Wind members.

Learn About Second Wind Research with KiKi!

Tue, 9 Mar 2010 10:33:31 -0500

Are You Using Media Best Practices?

Tue, 2 Mar 2010 09:56:13 -0500

A refresher course in media best practices for advertising agencies.

Register now for Certified Account Executive College!

Tue, 2 Mar 2010 09:56:10 -0500

Are Ad Agencies Doomed? We Think Not…

Tue, 2 Mar 2010 09:56:09 -0500

Why advertising agencies are not doomed, as long as they are able to adapt to changing client needs and be innovative, customer-focused and business-building thinkers.

Catalyst Offers “MOOOOORE” from Valley Dairy

Tue, 2 Mar 2010 09:56:07 -0500

Recession advertising emphasizes getting maximum return for your spending dollars. With many restaurants facing customer drop-off, Second Wind member agency Catalyst Advertising of Pittsburgh, PA, created a fun strategy to build traffic for area eatery Valley Dairy Restaurant. Using the tagline, “Eat Like a Cow,” the campaign features print, TV, POP and promotional items all inviting diners to “just ask for Moooore” to get a little extra food free of charge. See the video here, and samples from the campaign here.

This Month In the Newsletter - Inbound, New Business and Planning

Tue, 2 Mar 2010 10:02:11 -0500

In this issue of The Second Wind Newsletter, we discuss: the rise of inbound marketing, including social media, social media public relations and search engine optimization; how brands are becoming more conversational to engage with social consumers; six tips for writing self-promotional agency blogs to attract prospects and enhance your brand; and reasons agencies need to grow interactive and social media capabilities to serve clients eager to use online marketing. We examine why agencies need to experiment, test and invest passion in differentiating ideas. You’ll also find a step-by-step process for developing an agency business plan, including setting goals, identifying needs and involving employees; and a sample new business pipeline report to evaluate new business success and project a budget for achieving a win.

Make Your Presentations “Stickier”

Tue, 23 Feb 2010 10:44:12 -0500

Making your new business pitches and creative presentations more compelling by employing ideas from Made to Stick by Chip and Dan Heath.

Lessons from Neiman Marcus

Tue, 23 Feb 2010 10:44:10 -0500

How outrageous sales promotions like the Neiman Marcus Christmas Book builds brands and sells products, and how local brands can use similar promotional tactics to boost traffic and sales using the power of radio.

The Ungar Group Promotes Haiti Relief in New Video

Tue, 23 Feb 2010 10:44:08 -0500

As the Haiti earthquake recedes from nightly news coverage, the crisis in that impoverished nation continues, even worsens. Rebuilding and support for the victims will take years of effort, as well as plenty of ongoing funding from rescue and charitable organizations. Second Wind member The Ungar Group of Chicago, IL, is doing their part with an agency-donated video supporting the American Red Cross Haiti Relief campaign, one of many ongoing awareness campaigns by relief organizations. ViaMedia cable channels will donate airtime over the next six months to the Ungar video. Donors can also go direct to these websites: American Red Cross; Habitat for Humanity; and Partners in Health.

This Month In the Newsletter - Inbound, New Business and Planning

Tue, 23 Feb 2010 10:44:14 -0500

In this issue of The Second Wind Newsletter, we discuss: the rise of inbound marketing, including social media, social media public relations and search engine optimization; how brands are becoming more conversational to engage with social consumers; six tips for writing self-promotional agency blogs to attract prospects and enhance your brand; and reasons agencies need to grow interactive, social media capabilities to serve clients eager to use online marketing. We examine why agencies need to experiment, test and invest passion in differentiating ideas. You’ll also find a step-by-step process for developing an agency business plan, including setting goals, identifying needs and involving employees; and a sample new business pipeline report to evaluate new business success and project a budget for achieving a win. Read more...Download Vol. 22 No. 12.

Toyota Brand Crisis Provides Lessons in Reputation Management

Wed, 17 Feb 2010 11:46:54 -0500

Toyota’s massive 2010 automobile recalls demonstrate important brand reputation management and crisis communications lessons, even as their cross-channel PR campaign hits the right notes.

RSW/US Survey Featured in AdWeek

Wed, 17 Feb 2010 11:45:57 -0500

Second Wind Marketplace partner, RSW/US, published their annual A Client’s Perspective on Agencies survey earlier this week. A key finding: agencies that claim digital expertise were ranked at between 1 and 5 on a scale of 1-10, with ten being excellent. This disconnect between agency and client perceptions of agency digital skills is harming many account relationships. “The agency that can help clients understand how to use social/digital and how to integrate these [media] effectively into more traditional initiatives will, in the end, win the day,” says RSW president Mark Sneider. Take a few moments to download the survey, which was also written up by AdWeek.

Bouvier Kelly President Wins Prestigious PR Award

Wed, 17 Feb 2010 11:45:26 -0500

Denny Kelly, President and CEO at Greensboro, NC agency Bouvier Kelly, just received the 2010 Effective Communicator award from their local chapter of the Public Relations Society of America (PRSA). “Our clients and others familiar with her work will not be surprised at this recognition for Denny,” said BK’s vice president of PR Steve Powell. “Her ability to foster effective communication between a brand and those who relate to it is well known, and has helped shape Bouvier Kelly's knack for transforming brand communication into a relationship-building experience.” The award is the highest honor given by local PRSAs to communications leaders—those who make earnest, clear, consistent and proactive two-way communication a fundamental leadership element. Congratulations, Denny.

This Month In the Newsletter - Inbound, New Business and Planning

Wed, 17 Feb 2010 11:44:54 -0500

Is Inbound Marketing an Answer?

Tue, 9 Feb 2010 11:33:12 -0500

An overview of inbound marketing tactics, including blogs, podcasts, social media and search engine optimization, and why advertising agencies should offer inbound marketing to clients.

Second Wind Schedules Pay Per Click (PPC) Webinar

Tue, 9 Feb 2010 11:32:40 -0500

Online search is a $15B industry and 90% of that spending goes to Pay Per Click marketing. This category of online spending is projected to double in size by 2014 to $31.5B. As the spending increases, the search engines are adjusting how these ads are displayed to optimize their revenues and to improve relevance to the end user. Understanding the details of how this works will allow you to insure your campaigns receive the highest return possible.

Sharon Swendner of .Com Marketing will conduct our new Second Wind webinar, Pay Per Click (PPC) on Wednesday, February 17, 2010, at 2:00 p.m. Eastern time. Read more or register now.Webinars are free to Second Wind members.

20 Tips for Account Winning Pitches

Tue, 9 Feb 2010 11:31:07 -0500

Twenty depth-research tactics from consultant Paul Field for gaining data, intelligence and insights that will help your agency create smarter pitches to win new business.

This Month In the Newsletter - Inbound, New Business and Planning

Tue, 9 Feb 2010 11:30:28 -0500

GatesmanMarmion Wins PR Awards for Qdoba’s “Lucky Burrito”

Tue, 9 Feb 2010 11:30:04 -0500

You may recall a fun story we printed about member agencyGatesmanMarmionDrake+Dave, the Pittsburgh-based agency behind the Qdoba “Lucky Burrito” campaign of 2009. The agency won three Renaissance Awards from the Public Relations Society of America (PRSA) for their Qdoba social media campaign, as well as for a CMTA NYC fundraising event, and their Arbarta newsletter, in competition with big agencies including Ketchum, Brunner, EuroRSCG and Burson Marsteller. Congrats to president John Gatesman and his hardworking and savvy staff!

LAST CALL! RESTART with Agency Owner/Manager Workshops

Tue, 2 Feb 2010 11:09:10 -0500

Have you registered for Second Wind’s Restart 2010: Agency Owner/Manager Workshops? Seats are filling fast. These management-level, one-day workshops cover three critical topics: 21st century new business, agency valuation and succession planning, and our new seminar about the changing agency model,The Small+Smart Agency. Members, use your SuperSaver Vouchers! Seminars will be held in Las Vegas, Nev., February 9, 10 and 11, 2010. Register today!

SMS Texting: The New Direct Response

Tue, 2 Feb 2010 11:08:28 -0500

Revisiting mobile text messaging (SMS) as a fund-raising tactic for non-profits in the wake of the January 2010 Haiti earthquake.

So You Want to Be a Designer… Tips for Your Communications Design Job Hunt

Tue, 2 Feb 2010 11:07:46 -0500

Advice for young creatives seeking work at an advertising agency, including the interactive portfolio, conducting agency research and persistent pursuit.

This Month In the Newsletter - Inbound, New Business and Planning

Tue, 2 Feb 2010 11:06:59 -0500

n this issue of The Second Wind Newsletter, we discuss: the rise of inbound marketing, including social media, social media public relations and search engine optimization; how brands are becoming more conversational to engage with social consumers; six tips for writing self-promotional agency blogs to attract prospects and enhance your brand; and reasons agencies need to grow interactive, social media capabilities to serve clients eager to use online marketing. We examine why agencies need to experiment, test and invest passion in differentiating ideas. You’ll also find a step-by-step process for developing an agency business plan, including setting goals, identifying needs and involving employees; and a sample new business pipeline report to evaluate new business success and project a budget for achieving a win. Read more...Download Vol. 22 No. 12.

RESTART with Agency Owner/Manager Workshops

Wed, 20 Jan 2010 14:03:42 -0500

Second Wind announces three important one-day sessions for agency owners and key managers to quickly get their advertising agencies and marketing firms going for 2010. RESTART 2010: Agency Owner/Manager Workshops will be held in Las Vegas, Nev., February 9 through 11. Workshops include our annual Agency Buy, Sell Retire, Transition and Valuation session; Total New Business Success for 2010; and a new workshop, The Small+Smart Agency, detailing how agencies can become more efficient, more flexible and more agile for the new economy. Learn more or Register Now.

What Happens When Brands Put Customers Second

Wed, 20 Jan 2010 14:04:24 -0500

A move by Warner Bros. Studio to combat low DVD sales by limiting NetFlix access to new releases generated a social-media-enabled consumer backlas

Does KFC’s Guerilla Marketing Fit the Brand?

Wed, 20 Jan 2010 14:05:06 -0500

KFC battles critics of international ads and pushes forward with US guerilla tactics aimed at building perceptions of community support; but is it brand-appropriate?

Second Wind Has 350 Fans on Facebook.

Wed, 20 Jan 2010 14:05:46 -0500

Second Wind is proud to claim 350 Facebook fans as of last week. If you haven’t visited Second Wind on Facebook, please stop by. We offer daily updates of discussions, interesting posts, and industry news and commentary. Join the community! Share your own Facebook pages.

Moses Anshell Promotes “Squeeballs” for Nintendo Wii

Wed, 20 Jan 2010 14:17:35 -0500

Arizona-based Second Wind member Moses Anshell has been promoting Nintendo’s popular Wii gaming console with PR, game promotions and special events. Recently, they developed and executed strategies for a new family-friendly Wii game, “Squeeballs,” including sending the game to 100 game reviewers across the US, and giving 12 lucky reviewers a free game and “extras” package. They also created Facebook and Twitter accounts around game characters Bully and El Toro and produced viral videos. In addition, the agency just teamed Wii and retailer The Sports Authority to host workout events lead by TV-trainer Jillian Michaels to promote the new Wii Fit Plus.

SuperSaver Vouchers Offer Extended to January 31!

Wed, 13 Jan 2010 10:36:20 -0500

We are extending our exclusive members’ offer for SuperSaver Vouchers, good toward Second Wind Seminars through January 31, 2010. Apply these members-only Vouchers to substantially reduce the cost of employee training. Order now to apply vouchers to February seminar registrations! Vouchers are available for purchase until the end of this month—then they are gone until next December. Order using your Supersaver mailer, call 610-374-9093 for details or order online. And preview the full 2010 Second Wind Seminars schedule.

Face Time: Creative American Express Campaign Takes Relational Advertising to a New Level

Wed, 13 Jan 2010 10:34:59 -0500

How American Express uses images that mirror the human face to draw people in and make them take notice.

Last Call – Publications Sale Ends 1/15

Wed, 13 Jan 2010 10:34:26 -0500

We’ve extended our holiday publications sale through January 15, 2010. Don’t miss this opportunity to save 50% off the regular price on all Second Wind training manuals. These are the same manuals we use at Second Wind Seminars. Build your library and prepare your agency personnel for 2010. SALE ENDS FRIDAY. Enter code MAN50 at Checkout.

Built to Last? Sustainability Is the New Watchword

Wed, 13 Jan 2010 10:33:27 -0500

A history of “planned obsolescence” as an American manufacturing and marketing practice, and how consumer demand for more sustainable products and processes is driving this one-time engineering tool into disuse.

RESTART with Agency Owner/Manager Workshops

Wed, 13 Jan 2010 10:31:14 -0500

Breakfast Brand Breakdown: Morning Madness at the Grocery Store

Mon, 30 Nov 2009 16:04:09 -0500

Brand marketing missteps in the age of consumer talkback can damage brand reputation as well as consumer trust in brand messaging.

Members-Only Supersaver Vouchers On Sale Now!

Mon, 30 Nov 2009 16:03:28 -0500

Save up to 40% on Second Wind Seminars!
It’s the most wonderful time of the year… to buy SuperSaver Vouchers good toward Second Wind Seminars in 2010 and beyond! These members-only Vouchers can be applied to any Second Wind seminar to substantially reduce the cost of employee training. (Sorry – vouchers are not applicable to Desktop Learning or other online training sessions.) Vouchers are only available for purchase until December 31, 2009, so get ’em while they’re hot! If you haven’t received your Supersaver mailer, call 610-374-9093 for details or order online. And preview the full 2010 Second Wind Seminars schedule.

Let's Make the CONNECTION

Mon, 30 Nov 2009 16:02:58 -0500

Connection planning as a higher level of account planning, incorporating media expertise, brand focus and consumer understanding for more effective and engaging marketing campaigns.

New RSW Report on Ad Agency New Business and Social Strategies

Mon, 30 Nov 2009 16:02:05 -0500

As the economy recovers, 65 percent of surveyed ad agencies and marketing firms are finding new business conditions harder this year than in years past, according to a new survey conducted by lead generation and business development firm RSW/US and Second Wind Online. In the 2009 Agency New Business Survey, agencies said there are “fewer opportunities out there,” and that it’s “harder to break through to clients.” The survey also examines how agencies are (and are not) using social media for self-promotion and lead generation. Download the free report at RSW/US, and read the article in Adweek.. RSW/US is a Second Wind Marketplace partner.

2010 Seminars Schedule Now Posted!

Mon, 30 Nov 2009 16:01:28 -0500

We have another great year of training sessions planned for 2010. Take a look at our Seminars Schedule to read about updated and new offerings, including February’s The SMALL+SMART Agency, our retooled Total New Business Success for 2010, and our annual Agency Owner’s Buy, Sell Retire, Transition and Valuation Workshop. And members can take advantage of our annual SuperSaver Vouchers offer. We’ll see you on the road!

KineticMG Boosts KOA Reservations 35 Percent

Mon, 30 Nov 2009 16:00:54 -0500

Kinetic Marketing Group of Billings, MT, had a great starting base for their direct marketing campaign for KOA Campgrounds—one million campers receptive to fun, fresh ideas. Kinetic designed a newsletter that could be individualized to each KOA campground, making it easy to tailor content to a wide range of camper audiences. KOA saw a 35 percent increase in reservations at campgrounds that used the newsletter. The campaign also included ads, sales collateral, booth graphics and logo design. Other Kinetic clients include Rocky Mountain Health Network, Grains of Montana, Kodak and City Brew Coffee.

Quick Poll Says Agencies Pitching More New Business

Mon, 9 Nov 2009 21:39:37 -0500

In our most recent Quick Poll, we asked agencies about new business pitching over the first three quarters of 2009. Fifty-five percent said they are pitching “more new business than normal.” Fourteen percent said they’re pitching at normal levels. A lucky 17 percent only pitch on request. (Are they really that busy?) Twenty percent are pitching less new business than normal. As for the 2 percent who’ve stopped pitching altogether, now is the time to renew your new business efforts. The economy may still be dragging, but clients can’t go without marketing forever. Are you prepared to restart?

Crosby Boosts Kaiser Permanente with Mobile Campaign

Mon, 9 Nov 2009 21:38:10 -0500

Crosby Marketing of Annapolis and Bethesda, MD, built a mobile outreach campaign for healthcare giant Kaiser Permanente aimed at building a new prospects list and enabling ongoing communication and relationship building. The Mobile Wellness Coach delivers daily health tips, healthful recipes, information and more directly to registered mobile users among a targeted group of Federal employees. The campaign generated 1,000 opt-ins over three months.

Digital Billboards v. Mobile Marketing

Mon, 9 Nov 2009 21:37:39 -0500

A Second Wind member was recently faced with a dilemma: one of their clients insisted on a digital billboard campaign, while the agency knew this client did not have the budget, and also knew a digital outdoor program was not the optimal way to reach the client’s customers. Instead, the agency suggested a mobile marketing program as part of the overall strategy. The agency and client were at an impasse, so the agency turned to Second Wind for thoughts and suggestions. The following includes basic information we compiled on digital billboards and mobile marketing, as well as our recommendations for how to proceed with the client.

Kick-Starting 2010

Mon, 9 Nov 2009 21:36:53 -0500

Amazingly, the advertising business is not listed as a leading economic indicator. Don't know how they missed that one! As always when the economy bumps and grinds, we seem to be the canary in the coal mine. Now I'm seeing some agencies that have been doing well getting ready to grab more, while others are still suffering.

Making Your Public Relations Modern

Wed, 4 Nov 2009 11:00:09 -0500

Public relations is evolving before our eyes. A new type of press release, the social media release (SMR), is beginning to dominate the public relations scene and is becoming the standard among journalists and PR people seeking to use social media to boost news distribution and information dispersal. Your agency needs to learn about this new type of press release or risk getting left in the proverbial dust!

Mint.com Self-Manages Marketing to $170M Cash Deal

Wed, 4 Nov 2009 10:58:22 -0500

If ad agencies and other marketing firms aren’t quaking in their boots about whether the Web 2.0 era has irrevocably impacted their businesses, they should be. As more and more companies shift ad budget dollars online, they are discovering that they can build successful business models by using a host of “free” marketing and analytic options that once were available only through expensive offline service providers… or from advertising agencies. The story of Mint.com is a case in point.

Proposals Aren’t Persuasion

Wed, 4 Nov 2009 10:58:03 -0500

Ah, the new business proposal… the bane of most ad agency principals’ business lives. Don’t you just loathe having to assemble that tedious document for prospects? RFPs are especially onerous, with all of their nit-picking requirements that must be met to the letter, and the soul-draining format that prevents your injecting any degree of agency brand personality into the pitch.

What Agencies Must Remember to Do Before They Pitch

Wed, 4 Nov 2009 10:57:28 -0500

If we can sing our own praises very briefly, RSW/US has had some strong client wins lately. One in particular serves as a reminder of what you should, or really must do before you go into that first pitch meeting.

Employees as Facebook “Fans”?

Wed, 4 Nov 2009 10:56:33 -0500

There are always interesting discussions going on in Second Wind Online’s member Forums. Recently, in the wake of our Facebook Webinar, Steve Fales, principal at agency AdServices of Hollywood, FL, posted a question about how an agency’s employees might participate on the agency’s Facebook page.

But How Do You Really Feel? Sentiment Analysis in the Age of Social Media

Tue, 22 Sep 2009 14:44:53 -0400

The new data monitoring practice of sentiment analysis, which tracks conversational and opinion trends across media websites and the social web to assist in brand reputation management.

Pitching the Right Stuff – Local and Online

Tue, 22 Sep 2009 14:46:53 -0400

The growing importance of local search marketing for smaller businesses, and how advertising agencies can improve new business pitch success by incorporating local, social and online strategies in proposals.

Looking for New Business Advice? View Our Featured Content!

Tue, 22 Sep 2009 14:47:30 -0400

Focusing on new business is more important than ever. This week we're featuring a selection of articles that offer proven techniques to help your agency build a strong new business program.Second Wind has thousands of articles and resources to help you and your agency BE Better. Our materials cover every aspect of the agency business and are written specifically for smaller to mid-sized agencies. Featured items change frequently so please visit often for new topics!

BCG Communications Plans Monsanto Media Event

Tue, 22 Sep 2009 14:49:23 -0400

Canadian Second Wind member BCG Communications of Winnipeg, Manitoba, worked with Monsanto Canada to plan and coordinate a media event announcing the construction of a state-of-the-art breeding center near the firm’s Canadian headquarters in the University of Manitoba’s Smartpark. Monsanto’s research and development in canola crop technologies is becoming a primary focus of the firm’s Canadian agricultural business. BCG recently celebrated their “Sweet 16” anniversary.

This Month In the Newsletter - Account Service and New Business

Tue, 22 Sep 2009 14:50:14 -0400

In this issue, we issue examine current agency account service and new business priorities. Tony Mikes discusses why chemistry matters in ad agency new business presentations, and provides some tips for injecting chemistry into a pitch. We report the results of a study from Marketplace partner RSW-US on mid-year 2009 client-agency trends, and why agencies need to get back to the basics of selling their clients’ products. We also look at the use of online diaries to record client-ad agency interactions and track project-related communications, and share a sample client contact report; offer tips for how to build agency-client relationships that grow accounts and gain more work from existing clients; and share six tips for using innovation and creativity to make your ad agency an indispensable partner to clients and prospects. Download Vol. 22 No. 8.

Most “Men” Lead Lives of Quiet Desperation

Fri, 4 Sep 2009 13:29:46 -0400

A consideration of the third season of the television show “Mad Men” and how the plot and symbolism are setting up a climax at a critical juncture in American history.

Looking for New Business Advice? View Our Featured Content!

Fri, 4 Sep 2009 13:31:00 -0400

Deep Sea Diving Yields Better Proposals

Fri, 4 Sep 2009 13:32:03 -0400

“Deep-sea diving” as a process for probing for client and prospect needs, including asking for a need statement, gathering information from multiple client contacts and using consumer research to build solutions that reach each target audience.

Certified Account Executive College!

Fri, 4 Sep 2009 13:32:59 -0400

Jump start the recovery by giving your people the account service skills they need to get more business from valuable clients and win new accounts! Our Certified Account Executive College in Costa Mesa, CA, on September 22, 23 and 24, 2009 offers three powerful seminars – A Complete Guide to Account Service, Account Planning and Strategic Planning for Smaller Agencies and Writing Winning Proposals, Giving Winning Pitches – that are among the best in the industry at teaching agencies how to keep and grow accounts. Learn more about Second Wind Certification, or Register now.

CO Increases Penalties for Misclassifying Independent Contractors

Fri, 4 Sep 2009 13:33:58 -0400

Colorado legislation moves to toughen penalties and increase enforcement on misclassification of employees as independent contractors.

New AMA Roundtable Discusses Social Media

Fri, 4 Sep 2009 13:36:08 -0400

The St. Louis Chapter of the American Marketing Association (AMA) conducted a 2009 roundtable discussion with fourteen local area Chief Marketing Officers on how they are using or testing social media to engage with and listen to consumers. The discussion included benefits and limitations of social media; the importance of continuing traditional market research as an adjunct to social media feedback; and experience-based recommendations.

Need Recession Beating Techniques? View Our Featured Content!

Mon, 24 Aug 2009 11:36:24 -0400

Second Wind has thousands of articles and resources to help you and your agency BE Better. Our materials cover every aspect of the agency business and are written specifically for smaller to mid-sized agencies. This week we're featuring a selection of articles on sure-fire recession beating techniques to help your agency weather the economic storm. Featured items change frequently so please visit often for new topics!

Social Media in Action Desktop Learning Series

Mon, 24 Aug 2009 11:37:46 -0400

Harness the power of social media for your agency and your clients! We’ve bundled our Second Wind Social Media in Action Desktop Learning Series into one amazing on-demand tutorial. Jam-packed with valuable information about Facebook, Twitter, B2B social media and blogging for your agency and clients, these Desktop Learning sessions were produced specifically for advertising agencies. Learn more or Order Now!

GM Brags on Volt, Consumers “Revolt”

Mon, 24 Aug 2009 11:38:20 -0400

General Motors’ press conference about the 2011 electric car Volt becomes a lesson in consumer backlash, while Honda and Toyota quietly pursue innovation and reliability.

NEW! Small Agency Salaries and Hourly Rates Report

Mon, 24 Aug 2009 11:39:04 -0400

Second Wind Publications just released its annual study on ad agency salaries and related payroll and benefits issues. The report examines salary trends among our member agencies and shares findings from the Second Wind’s 2008 Annual Agency Survey Report. Additionally, the report explains hourly rate calculation and provides typical small agency hourly rates data. A special overview of healthcare benefits reform is included. Learn more or buy now.

Responsibilities of the Traffic Manager

Mon, 24 Aug 2009 11:39:39 -0400

Dawn Travelstead of Developware, Inc., shares an overview of the responsibilities of an advertising agency traffic manager/workflow system administrator.

What Services Are In Demand?

Wed, 5 Aug 2009 11:05:09 -0400

In our last Quick Poll, we asked site visitors and Second Wind members what is currently their most in-demand service. Website development led the way with 36 percent of the vote. Another 18 percent said social media is in high demand, while 16 percent said branding is keeping their businesses busy. All other services received 8 percent or lower in our poll. Surprisingly, search marketing was cited as in-demand by just 6 percent of respondents.