The Soul of an Agency

Richard Morgan

A guide to finding out what type of advertising agency you are, and then pitching business to suit this type.

The soul of an agency

Richard Morgan

FIRST KNOW WHAT YOU ARE, THEN BE THAT, SAY THE VOICES OF EXPERIENCE

Beware of the third phase of expansion, the one Lee Lynch, co-founder of Minneapolis-based Carmichael Lynch, calls 'the pathological-need-to-lose-money phase.'

For Lynch, it lasted most of the 1980's, consumed tons of capital as well as time, and produced a paltry one-for-eight acquisition success rate. 'I wasted three years of my life looking at expansion opportunities,' Lynch says today, 'all because of a faulty strategy. We didn't think we could break $100 million on internal growth alone.'

So the agency set...

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