The Marketing Agency Blueprint by Paul Roetzer, founder and CEO, PR 20/20

The marketing-services industry is on the cusp of a truly transformational period. (Wiley, 2012)

The old guard, rooted in tradition and resistant to change, will fall and new leaders will emerge. Hybrid marketing agencies that are more nimble, tech savvy, and collaborative will redefine the industry. Digital services will be ingrained into the DNA of every agency and blended with traditional methods to execute integrated campaigns. The depth, versatility, and drive of their talent will be the cornerstones of organizations that pursue a higher purpose. The Marketing Agency Blueprint is a practical and candid guide that presents 10 rules for building such a hybrid agency.

The new marketing agency model will create and nurture diverse recurring revenue streams through a mix of services, consulting, training, education, publishing, and software sales. It will use efficiency and productivity, not billable hours, as the essential drivers of profitability. Its value and success will be measured by outcomes, not outputs. Its strength and stability will depend on a willingness to be in a perpetual state of change, and an ability to execute and adapt faster than competitors.

The Marketing Agency Blueprint demonstrates how to:

• Generate more qualified leads, win clients with set pricing and service packages, and secure more long-term retainers.
• Create diverse and recurring revenue streams.
• Develop highly efficient management systems and more effective account teams
• Deliver greater results and value to clients, and win their loyalty.

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