Author Archive

Lisa Colantuono

An avid writer, Lisa has contributed many articles in top industry trades such as Forbes, Huffington Post, Advertising Age, Adweek and HubSpot Blogs’ Agency Post. Recently, Lisa entered the world of publishing with her book, @AARLisa: New Biz in 140 characters (or Less), written for the on-the-go new business exec that needs cut-to-the-chase insights to nail new business wins again and again. Lisa is also part of the industry speaking circuit, presenting at national conferences including 4A’s Transformation Conference, AAF Admerica National Conference, BOLO, HOW Design Live, Mirren, and AdAge Small Agency Conference.

Although memory lane isn’t a physical street, it’s a place in everyone’s hearts once you reach a certain age.  But for some, memory lane includes reminiscing about a simpler time in history. Before the days of instantaneous uploading, 24/7 access, dings from texts, beeps from Facebook messages, endless emails and a barrage of unsolicited ones too. 

As an agency search consultant for almost two decades, I hear many complaints from marketers (and agencies) about their business partners. Note the nuance here… “partners” not “partnerships.” The reality is we are in the business of relationships and relationships, whether they’re good or bad, are based on the interaction between people.
Client-agency success is centered around the importance of building a healthy relationship. The key to lasting success lies in working toward joint goals and mutual wins that drive business forward. It takes two to build an enduring and successful client-agency relationship, meaning the process requires effort from both the client and agency. There are countless ways in which both marketers and agencies can work together to build lasting partnerships.
The ultimate goal of a PR agency is to effectively tell a story. And in today’s landscape, the best-in-class PR agencies are those that know how vital it is to shift from one-way communications to two-way (co-creation) conversations that help marketers see outcomes rather than measuring just outputs.  But finding the right agency to tell your story can be time-consuming and an all-around difficult process. Based on the agency’s connections, experience, and approach, the strategies they use can be vastly different.