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Agency: Starting a Creative Firm in the Age of Digital Marketing (Advertising Age)
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As large agencies have struggled to adapt to the digital age, they have come to rely on these freelancers and specialists. These specialists have begun forming shops of their own the new modern version of the agency. Increased marketing fragmentation and brand s need for specialists means that the time has never been better for a freelancers or niche service providers to build their own small firms. All they re missing is the guidance they need to find their footing.While specialist agencies and freelancers are highly skilled, most have a lot to learn about the mechanics of starting and running an agency. Many of these specialists come from a different background than those who traditionally started agencies: they come from the internet, not the ad world. In Agency, Rick Webb provides a comprehensive guidebook giving readers the knowledge, strategies, and understanding they ll need to make the exciting transition into a modern creative services firm. Drawing from his experience running his own digital ad agency and working with countless innovative tech startups, Webb focuses not just on how to get started, but how to survive in a competitive marketplace. This is a handson master class in everything that the agency manager needs to know. From understanding small business banking, to deciding how to price a job and manage procurement, to winning new business, Agency provides everything from basic business and leadership skills to insider tips and industry information. Webb outlines the shape of the ecosystem in which new agencies will be finding their place. Packed with personal anecdotes from his time starting and running the highly successful Barbarian Group, Webb provides practical techniques for building an agile company.Modern agency upstarts need a different sort of education, and Agency provides a remarkable crash course.
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