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#INBOUND14 
If You Were an Animal… 
How Inbound Agencies Fit Into the 
Marketing Services Ecosystem Jungle 
John McTigue 
Kuno Creative
John 
MCTIGUE 
@jmctigue 
Fun fact: Owner and 
Sanitary Manager of 
2 horses, 1 donkey, 
2 dogs and 5 cats…
1 It’s a Jungle Out There! 
2 Lions and Tigers and Bears… 
3 What Do Our Customers Want? 
4 How Can We Survive, and Thrive?
#INBOUND14 
It’s a jungle out there!
Welcome to the jungle! 
#INBOUND14
#INBOUND14 
2 Lions and Tigers 
and Bears… Oh My!
#INBOUND14 
LIONS 
Family Lovers 
Hunt in Packs 
Never Wasteful
Tigers 
Work Alone 
Selective Specialists 
Aggressive 
#INBOUND14
#INBOUND14 
Bears 
Eat Anything 
Top of the Food Chain 
Fun Loving, Playful
#INBOUND14 
Which species are you?
#INBOUND14 
Which species are you?
1 Inbound Marketing Agency – Lean and Mean! 
2 Specialty focus: industry, discipline, location 
3 Creative is often outsourced, strategy insourced 
4 We work alone – keep clients to ourselves on retainer 
5 Growing, highly competitive sector, $1-10m revenues 
#INBOUND14 
How to Be a Tiger
“We're 10 minutes outside of NYC and 
it seems like weekly we meet with big 
prospects and we go up against some 
of the biggest traditional agencies in 
the country for new business. 
I don't fear those agencies... 
I think they fear us.” 
- Jason Diller, The DSM Group 
#INBOUND14
U.S. agency revenue 
increased 3.7% to 
$39.1 billion in 2013 
- AdAge 
#INBOUND14
#INBOUND14 
How to Be a Lion 
1 “Boutique” agency – do 1 or 2 things VERY WELL 
2 Emphasis on creative 
3 Go-to agency for one or more Bears 
4 Often work together under Bear Management 
5 60-100+ employees, $20-100m revenues
“I believe the [large] ad agencies do a 
tremendous job of creative and campaign 
ideation and as a smaller agency we can't 
hope to compete for that type of business. 
We have had a lot of success actually 
working alongside these agencies to help 
them quantify the campaign itself and 
how effective it was.” 
- Drew Himel, The DSM Group 
#INBOUND14
#INBOUND14 
How to Be a Bear 
1 Agency of Record for large brands 
2 NYC, LA, Chicago, Miami, London, Paris… 
3 Billions in revenues (Omnicon – $9.74b) 
4 Clients come to you (or at least they used to…) 
5 Lion Tamers!
“I have collaborated with several larger 
agencies - some traditional and broad-based, 
others that are very vertical in a 
particular channel - and if they're open to 
the idea of aligning creative product with 
business results, then they'll listen.” 
- Ilene Rosenthal, White Space Marketing Group 
#INBOUND14
3 What do our customers want? 
#INBOUND14
Over 45% want more 
choice in agencies. 
Source: RSW/US 2014 
#INBOUND14
#INBOUND14 
Clients are learning… 
• Clarify your goals 
• Evaluate several agencies 
• Large or small agency? 
• Craft an effective RFP 
• See their work 
• Seek compatible work processes 
• Require references 
• Compare pricing & deliverables
#INBOUND14 
Over 50% rate 
agency specialty as 
very important. 
Source: RSW/US 2014
“Agencies lose their way because they 
don't know what business to say 'no' to. I 
think too often in our business a scarcity 
mindset exists and we say yes to crappy 
work. We have found that the more 
intentional we've become about the type 
of work we know we can hit out of the 
park, the more success we experience.” 
- Tiffany Sauder, Element Three 
#INBOUND14
It used to be marketers 
sought advertising ideas. 
Now they just want ideas. 
Maureen Morrison, AdAge 
#INBOUND14
4 How will we survive, and thrive? 
#INBOUND14
Maybe we 
need to 
change our 
stripes… 
#INBOUND14
#INBOUND14 
Get your client service act together 
þ Know when to look it up; know when to 
make it up 
þ What happens when I screw up? 
þ Respect what it takes to do great creative 
þ In a high-tech world, be low-tech 
þ Be brief, be bright, be gone
#INBOUND14 
Results are more than numbers…
#INBOUND14 
Pitch and sell ideas, not programs 
þ Workshop to Get to Know You 
þ Base Retainer to Hire You 
þ Pitch New Ideas Each Month 
þ Get Creative With the Pitch 
þ Put Time & Money Into It 
þ Involve Your Sales Team
" Think like a Lion or at least change your stripes! 
" Reach out to other Tigers and Lion Agencies 
" Get your client service act together 
" Pitch like a pro – or learn how 
#INBOUND14 
It’s up to you…
#INBOUND14 
QUESTIONS ?
#INBOUND14

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IF YOU WERE AN ANIMAL...[INBOUND 2014]

  • 1. #INBOUND14 If You Were an Animal… How Inbound Agencies Fit Into the Marketing Services Ecosystem Jungle John McTigue Kuno Creative
  • 2. John MCTIGUE @jmctigue Fun fact: Owner and Sanitary Manager of 2 horses, 1 donkey, 2 dogs and 5 cats…
  • 3. 1 It’s a Jungle Out There! 2 Lions and Tigers and Bears… 3 What Do Our Customers Want? 4 How Can We Survive, and Thrive?
  • 4. #INBOUND14 It’s a jungle out there!
  • 5. Welcome to the jungle! #INBOUND14
  • 6. #INBOUND14 2 Lions and Tigers and Bears… Oh My!
  • 7. #INBOUND14 LIONS Family Lovers Hunt in Packs Never Wasteful
  • 8. Tigers Work Alone Selective Specialists Aggressive #INBOUND14
  • 9. #INBOUND14 Bears Eat Anything Top of the Food Chain Fun Loving, Playful
  • 12. 1 Inbound Marketing Agency – Lean and Mean! 2 Specialty focus: industry, discipline, location 3 Creative is often outsourced, strategy insourced 4 We work alone – keep clients to ourselves on retainer 5 Growing, highly competitive sector, $1-10m revenues #INBOUND14 How to Be a Tiger
  • 13. “We're 10 minutes outside of NYC and it seems like weekly we meet with big prospects and we go up against some of the biggest traditional agencies in the country for new business. I don't fear those agencies... I think they fear us.” - Jason Diller, The DSM Group #INBOUND14
  • 14. U.S. agency revenue increased 3.7% to $39.1 billion in 2013 - AdAge #INBOUND14
  • 15. #INBOUND14 How to Be a Lion 1 “Boutique” agency – do 1 or 2 things VERY WELL 2 Emphasis on creative 3 Go-to agency for one or more Bears 4 Often work together under Bear Management 5 60-100+ employees, $20-100m revenues
  • 16. “I believe the [large] ad agencies do a tremendous job of creative and campaign ideation and as a smaller agency we can't hope to compete for that type of business. We have had a lot of success actually working alongside these agencies to help them quantify the campaign itself and how effective it was.” - Drew Himel, The DSM Group #INBOUND14
  • 17. #INBOUND14 How to Be a Bear 1 Agency of Record for large brands 2 NYC, LA, Chicago, Miami, London, Paris… 3 Billions in revenues (Omnicon – $9.74b) 4 Clients come to you (or at least they used to…) 5 Lion Tamers!
  • 18. “I have collaborated with several larger agencies - some traditional and broad-based, others that are very vertical in a particular channel - and if they're open to the idea of aligning creative product with business results, then they'll listen.” - Ilene Rosenthal, White Space Marketing Group #INBOUND14
  • 19. 3 What do our customers want? #INBOUND14
  • 20. Over 45% want more choice in agencies. Source: RSW/US 2014 #INBOUND14
  • 21. #INBOUND14 Clients are learning… • Clarify your goals • Evaluate several agencies • Large or small agency? • Craft an effective RFP • See their work • Seek compatible work processes • Require references • Compare pricing & deliverables
  • 22. #INBOUND14 Over 50% rate agency specialty as very important. Source: RSW/US 2014
  • 23. “Agencies lose their way because they don't know what business to say 'no' to. I think too often in our business a scarcity mindset exists and we say yes to crappy work. We have found that the more intentional we've become about the type of work we know we can hit out of the park, the more success we experience.” - Tiffany Sauder, Element Three #INBOUND14
  • 24. It used to be marketers sought advertising ideas. Now they just want ideas. Maureen Morrison, AdAge #INBOUND14
  • 25. 4 How will we survive, and thrive? #INBOUND14
  • 26. Maybe we need to change our stripes… #INBOUND14
  • 27. #INBOUND14 Get your client service act together þ Know when to look it up; know when to make it up þ What happens when I screw up? þ Respect what it takes to do great creative þ In a high-tech world, be low-tech þ Be brief, be bright, be gone
  • 28. #INBOUND14 Results are more than numbers…
  • 29. #INBOUND14 Pitch and sell ideas, not programs þ Workshop to Get to Know You þ Base Retainer to Hire You þ Pitch New Ideas Each Month þ Get Creative With the Pitch þ Put Time & Money Into It þ Involve Your Sales Team
  • 30. " Think like a Lion or at least change your stripes! " Reach out to other Tigers and Lion Agencies " Get your client service act together " Pitch like a pro – or learn how #INBOUND14 It’s up to you…