The LBB Insider's Guide To Advertising Agency Promotion

In creative advertising, an agency’s success hinges not only on the success of its output but also on how skillfully it promotes and PRs its services. Advertising agency promotion is multifaceted, bringing together creative thinking, strategic marketing initiatives and human relationships to showcase an agency's capabilities and attract clientele.

Of course, the adland landscape has evolved over time, adapting to technological advancements, shifting consumer behaviours, and the continually growing demands of a competitive market. In this evolving landscape, the ability of an agency to effectively pitch its ideas, foster new business relationships, and craft compelling marketing strategies is paramount to its success and longevity. In such a complex world, advertising agency public relations too has evolved.

The history of advertising agency promotion has been shaped by innovation, adaptation, and the relentless pursuit of creativity from those striving to share brands with larger and larger audiences. 

Even in the early days of the advertising agency, the businesses often used free creative services as a sweetener to promote their lucrative media services to clients. When media and creative decoupled, creative agencies had to figure out how to promote themselves in their own right. This marked the inception of advertising agency promotion as a distinct discipline within the industry.

In its early stages, this promotion relied heavily on traditional methods such as word-of-mouth referrals, networking events, and printed materials to showcase an agency's capabilities. The advertising industry press emerged as a useful medium, with Ad Age opening its doors in 1930. However, as the industry evolved and competition intensified, and new publications, platforms and channels appeared, companies began to explore more proactive approaches.

What also has changed over time has been a switch in the content and focus of advertising agencies in their PR and promotions.

“In the past, agency promotion purely focused on showcasing creative outcomes,” explains Juliana Decanine, AMV BBDO’s communications director. “ However, with today's increasingly diverse and competitive landscape, agencies realise the importance of branding themselves. This lesson hits close to home as they assist clients in building brands that transcend product or service functionality.”

With this in mind, the emergence of the formal pitching process shook up the way things worked. As agencies vied for client accounts, they realised the importance of crafting persuasive pitches that not only demonstrated their creativity but also aligned with the client's objectives and market strategy. The art of pitching thus became a cornerstone of promotion, with agencies investing significant time and resources into perfecting their presentation skills and refining their pitch strategies.

Furthermore, the evolution of advertising agency promotion paralleled advancements in marketing strategy. Agencies recognised the need to adopt a strategic approach to promotion, leveraging market research, consumer insights, and data analytics to inform their promotional efforts. This marked a shift towards more targeted and personalised promotional campaigns, tailored to resonate with specific audience segments and drive tangible results for clients.

As Martina Suess, global chief comms officer at FCB, explains, advertising agency PR is much more sophisticated and strategic. “It used to be much more about getting your name into stories. Widespread press coverage that was tracked, analysed and evaluated and often squeezed for more. Today there’s a more strategic focus on communications being a driver for growth, on the one hand, and building prideful organisations, on the other,” she says. “How and where are you showing up and is it in front of the right audience? Is the work of your communications team furthering or enhancing the company’s reputation and/or its differentiated offering? Is it building pride in your own people – your greatest evangelists - and giving them something fun to share with their families and friends over dinner?”

And these days, while working with journalists and media outlets is still important, advertising agencies are finding new channels and platforms to help them tell their unique stories in ever deeper and more interesting ways. Clients are no longer just interested in the work alone - they want to know who you are and if they will gel with you.

“Most agencies can no longer rely entirely on their creative reputations to speak for themselves,”says Lu Borges, chief communications officer at TBWA\Media Arts Lab. “So, they are jumping to LinkedIn, Instagram, and TikTok, creating bespoke podcasts, or redesigning their own brand to carve out a clearer identity, personality, and point of view.”

Martina agrees that there are many more options open to advertising agencies looking to promote themselves in interesting ways. “I often say that not everything requires PR, in the traditional sense,” she says. “Meaning, we have so many opportunities and creative ways to tell a compelling story, on a huge variety of channels. Let’s look at what’s in front of us – is it a high-profile award win, breaking work, a piece of thought leadership or content marketing? – and decide what it is we need to achieve with it. How and where our companies are showing up has never been more important, it’s how you get there that matters.”

Self-promotion is crucial for agencies to showcase their capabilities, attract new clients, and maintain a competitive edge in the market. By actively promoting their services, advertising agencies can amplify brand visibility, build credibility, and differentiate themselves from competitors. 

Lu Borges reflects that it is all too common for the branding and advertising experts to neglect their own brand and advertising. “The expression, 'the cobbler’s children have no shoes' comes from an ironic fable about a cobbler who is so busy making shoes for his customers that he has no time to make shoes for his own kids. This idea could be applied to the way agencies handle their own brand, understandably prioritising their client’s brand building ahead of its own,” she says.

 

“I’ve always believed that you can’t expect a client to trust you with their brand if you don’t live by example. So, from an agency comms perspective, my goal has always been to define, shape, and fuel who we are as an agency and make our agency our best case study,” Lu continues. “What an agency does for itself needs to reflect what it can do for its clients.”

That’s something Juliana Decanine has observed too.“It would be paradoxical for agencies, like any other business, to neglect self-promotion as part of their growth strategy,” says Juliana. “What has intrigued me for a long time was the discomfort many agency leaders once felt about employing the strategy and creative thinking they offer their clients to enhance their own reputation. This mindset has shifted, however. 

“Regardless of their approach, tone of voice, or communication channels, agencies now recognise the vital role of PR and Comms in shaping their image, attracting clients, top talent, and strategic partners necessary for delivering exceptional work.”

There’s no cookie cutter approach to agency promotion and PR - each agency has its own strengths and weaknesses and, of course, its own brand, values and proposition. Before sending out a single press release or posting an agency Tiktok, the first step is to make sure you really understand the heart of the advertising agency that you are promoting.

Having a sharp and distinct brand and manner of communications is vital for agencies looking to catch the eye of sophisticated clients, explains Lu. “Gone are the days when talking about the work was enough. Today, people expect authentic and engaging content that resonates with them on a personal level. They value transparency, inclusivity, and meaningful connections with brands. They expect a point-of-view and have no patience for generic and similar-sounding mission statements. Top talent and clients want to understand what makes you different as an agency.”

Just as an advertising agency would work to understand what makes its clients unique before tackling an ad campaign, the need to really get to know their own brand and positioning first, says Martina. “No two agencies are the same – the capabilities, the people, the work, the ideas making their way into culture, all of these things differentiate and enhance a brand and those brands need to be nurtured. As consumers, if people regularly confuse two athleisure brands it can be detrimental to a brands success. It’s the same for agencies. We would never want to see another agency getting credit for our work and the best way to counteract confusion is to clarify: who are we, what do we want to be known for, and why should you work with us?  

Understanding what makes your agency brand unique is just half the battle. You also need to understand your ‘why’. Not all PR campaigns are designed around the same end goal, and, indeed the business may have specific goals, whether that is attracting top talent, building fame for key figures or piercing potential clients’ consciousness.

“Define and plan what exactly you want to achieve,” says Lu. “Agency comms teams are usually small and must be mighty. So having focus is important. I always recommend starting by having a clear brand identity and positioning the agency in a way that differentiates it from the rest. Narrow into your superpowers and don’t try to be the agency for every client.”

 

Agency PR and promotion isn’t just about a one-way blast - as with the rest of the industry, it’s important to engage with external audiences, whether that’s journalists or potential clients or talent.

Pitching to clients is all grist to the mill for agencies, but pitching out stories is a different beast. “Early on, I learned that crafting an impeccable press release alone would not secure media coverage. A mentor once compared PR and communications professionals to personal trainers for clients' images, emphasising the importance of understanding their challenges and objectives (not only counting their push-ups!), and creating strategies to help them reach their goals. Beyond grasping the dynamics of newsrooms and the fast-moving news cycle, the most significant change I've seen has been the increased leadership of PR and communications professionals on helping agencies identify more relevant stories to share in the world. From working closely with HR and New Business teams to being invited early into creative conversations, this process enables agencies to have a more proactive role in pressing discussions or engaging conversations while collaborating on refining their narrative.”

The key to getting traction ultimately comes down to relationships and building a reputation for relevant, tailored stories. “It’s all about building relationships. And you do that through personalised interactions, providing valuable resources, and consistently delivering high-quality content,” explains Lu. “So, to hone the process of pitching to journalists and publications involves understanding their interests, and preferences, and keeping their deadlines in mind. It’s not only about tailoring pitches to each journalist but offering them unique angles, exclusive content, or insights that align with their audience's interests.”

For Martina, personal relationships are important too - but even when you don’t have those connections, a bit of research can go a long way. “Relationships definitely matter here but even without them, any PR practitioner needs to understand who they are pitching, what kinds of stories do they write and what’s an idea that might interest them? Blanket pitch emails that are not targeted or personalised and come completely out of left field are not it and to be frank, they bring a bad rap to the entire profession. Our job is to learn and understand the publications and the people who write for them.”

Business development and strategy are vital when it comes to prioritising an agency's growth and success. Effective business development for an agency in adland involves identifying and pursuing opportunities to expand the client base, increase revenue, and maximise profitability – and for some, it may even include aspects such as becoming more sustainably conscious. To do justice to these goals, the planning process requires a strategic approach, looking at market analysis, prospective clients, focusing on relationship-building, and honing pitches.

One key aspect of an agency’s business development is understanding the needs and objectives of potential clients. So, it’s important to use market research to identify target industries, segments, and prospects you'd like to pitch for, ensuring your creative pitching decks use examples to cater to the market niches. By understanding trends, competition, and client pain points, you can then begin to tailor offerings and pitch strategies to address specific client needs effectively.

Proposal development is another crucial step in the business development process, where agencies outline their capabilities, services, and value to prospective clients. A well-crafted proposal and pitch demonstrates the agency's expertise, creativity, and strategic approach to client challenges, ultimately persuading clients to choose the agency over competitors.

Also, as advertising efforts shift to the online means of platforms such as TikTok and Instagram, rather than traditional OOH and print advertising, agencies can leverage these platforms to showcase their own business. Part of using this strategy includes maintaining an active presence on social media platforms - encouraging employees to interact with each other online - publishing thought leadership content and singing about the significant work which has been created. There are plenty of digital channels available to make the most of this, as well as the agency's own website. 

Furthermore, agencies can differentiate themselves by specialising in niche markets or offering unique services that cater to specific client needs. By positioning themselves as experts in a particular industry or service area, agencies can attract clients who value specialised expertise and are willing to pay a premium for tailored solutions.

While being proactive with your promotion is key, it’s also crucial to ensure that your agency has its core information, showcase of work and storytelling together in a place where potential clients or talent can find it and navigate it easily, even stumble across it.

While it can be tempting to bamboozle and intrigue with trendy but impenetrable buzzwords, it can be useful to put your UX hat on and consider what people are largely going to be looking to find out. The journalists at LBB have certainly faced their fair share of confusing but flashy advertising agency websites, at a loss when it comes to finding straightforward information. Whatever else you do, try to make sure you clearly (and we mean clearly) communicate what you do, who your key figures are, what your most successful work is and what makes your culture unique. Oh, and how to get in touch - you’d be surprised!

Often when potential clients or recruits are looking for a new agency or production company, they won’t necessarily go directly to your website. That’s where platforms like Little Black Book can be useful, allowing you to curate your news, work and key information and also getting creative with how you tell your story - all the while having a space in a connected and searchable archive.

This is also where PR, promotion and new business hit right up against digital asset management, the infrastructure that underpins the whole industry. In the old days ads were delivered to broadcasters by couriers carrying beta tapes - now, with multiple channels and platforms and a complex array of carefully tailored and targeted ads, that’s all done digitally. However that same digital asset management system can also integrate into your agency’s comms, social media and even awards and creative excellence teams.

Of course, no advertising agency promotion exists within a bubble. In this industry in particular, keeping up with trends and developments in popular culture and within the market is crucial. And that doesn’t just apply to making sure that the work you put out is relevant and timely. Staying up to date with what's going on in the industry and why its important for winning new clients and business and making sure that your press pitches catch journalists eye, and that your social media content hits the mark. 

For comms and marketing teams, that often means being plugged into key industry social media and news feeds and spotting live opportunities as they unfold.

“Our industry is fast-paced. I try to remain flexible and open to what the day might bring, but keeping a task list with deadlines is very helpful. I also like to have regular meetings and check-ins with the team to make sure we are prioritising the right things. The trick is to operate in a nimble way to keep the cadence, consistency, and craft in everything you do.”

It’s not just about reactivity, though. When you’re playing the long game, it’s crucial to know what how and when to go deep. From a new business perspective, for example, keeping up with new hire news, for example, can allow you to spot opportunities to approach and congratulate potential collaborators or clients, and a bit of extra research can help sharpen your pitch. Similarly, following or researching particular journalists can highlight their developing interests and allow you to swoop in with carefully tailored, fresh angles.

Click here to read how three industry leaders from advertising agencies in the UK and US stay in the know.

The marketing strategy of agencies evolves and adapts not only to changes in technology but also to the cultural trends and consumer behaviours within a market. However, there are four main things to consider when coming up with a new marketing strategy or adapting an existing one:

Having an eye-catching logo is crucial for agencies to establish a distinct identity (think about MullenLowe’s 2023 rebrand) and communicate their value propositions to clients. This involves looking at existing company values to establish a brand story, using the team’s graphic design skills to create visually appealing assets and ensuring that each touchpoint aligns with the next.

Another essential aspect of agency marketing strategy is where agencies define their target audience, market niche, and unique selling points. By positioning themselves as experts in specific industries or service areas – for example, a dedicated AI team – agencies can attract clients who value specialised expertise and are willing to pay a premium for tailored solutions.

A fundamental component of agency marketing strategy involves the identification and cultivation of potential clients. This may include tactics such as networking, cold outreach, content marketing, and digital advertising to generate leads and fill the sales pipeline.

Click here to read more on how to a build a winning new business strategy.

For all agencies, it’s essential to nurture relationships with both clients and external parties like journalists, festivals and award shows, foster loyalty, and drive repeat engagement. This involves maintaining open communication, delivering exceptional service, and consistently exceeding expectations to build long-term partnerships.

Client-agency relationships are vital for the success of advertising agencies and are also integral to the process of promoting these agencies effectively. Establishing and nurturing strong relationships showcases an agency's capabilities, allows for word-of-mouth recommendations, and produces effective work which draws more clients in. Key components such as portfolio presentations, advertising agency pitch decks, and pitch presentations play a pivotal role in building and maintaining these relationships while promoting advertising agencies.

The advertising agency portfolio presentation serves as a foundational tool for demonstrating the agency's expertise, creativity, and track record of success to potential clients. Through compelling case studies, testimonials, and examples of past work, agencies can showcase their unique value proposition and highlight their ability to deliver results. A well-crafted portfolio presentation not only captivates the audience but also instil confidence in the agency's capabilities, laying the groundwork for a successful client-agency relationship.

Similarly, pitch decks play a crucial role in promoting advertising agencies to prospective clients. These decks serve as visual representations of the agency's brand identity, creative vision, and strategic approach to client challenges. By crafting engaging pitch decks that communicate their unique selling points and demonstrate their understanding of client needs, agencies can differentiate themselves from competitors and capture the attention of potential clients. 

Furthermore, an ad agency’s pitch presentation itself is an opportunity for agencies to showcase their values, professionalism, creativity, and commitment to client success. Through dynamic presentations that bring their ideas to life, and address client concerns, agencies can effectively convey their expertise and inspire confidence in their clients. 

All in all, client-agency relationships are essential for promoting advertising agencies and winning new business. By prioritising the needs and objectives of their clients and delivering value at every stage of the relationship, agencies can foster long-term partnerships that result in more effective, more creative and evermore courageous work.

Agencies can tackle their own promotion by applying client-centric practices internally. This includes effective communication, strategic planning, and delivering measurable results. By embodying the same level of professionalism and creativity offered to clients, reputations can be enhanced and new business opportunities attracted through both word-of-mouth referrals and industry recognition.

Imperative to the promotion process is getting every member of the team on board, championing the agency and upholding the visions and values which dictate the direction of company growth. When all aspects of the company are aligned, it allows for more considered creative work that can afford to be bolder in both concept and execution.

And when it comes to the challenges of differentiation, digital asset management, and evolving client expectations, they can be met with a creative approach, opportunities for personalised campaigns, optimised performance, and enhanced client-agency collaborations. 

“Agencies know well that while excellence in long-term strategy and commercial creativity remains crucial, they must also excel in creating an appealing workplace culture and articulating their stance on key industry issues, such as gender equality and sustainability to name a few examples,” Juliana shares. “This comprehensive approach not only provides a competitive edge but also ensures that agencies foster an environment conducive to best possible work and client success.”

Agencies must be committed to supporting internal teams, proactive and client-centric to thrive in the evolving promotional landscape. By embracing trends, and honing skills in pitching, portfolio presentation, and client relationship management, advertising agencies can position themselves for success and drive meaningful results for their clients in the years to come.

If you'd like to use our tools to promote your agency, email us at membership@lbbonline.com, view more info about how LBB can help here, or purchase a membership here.