There are cheaper ways of doing it. And these other methods say more about the agency’s creativity, as well as their grasp of the new customer/brand engagement paradigm.
Ad agencies self-promote through contesting; through blogging and connecting in social media; through unexpected promotions, such as making your resources available for free in public places…or hiring a zombie intern.
We self-promote through innovation and thought-leadership. We enter award shows. We vie for earned media opportunities in trade publications and popular press. We write books and publicize them.
We burn through time. Not media costs.
It is any wonder that our clients are questioning the traditional over-reliance on paid media too?
Here’s a question you should ask an agency you’re thinking of working with: How do you self-promote?
The answer will be revealing.