A4 terms

• Agency Holding CompaniesAn agency holding company is a corporation that owns a portfolio of advertising, media, PR and creative agencies and runs them as one financial group.
• Agency KPIAn agency KPI is one of the few numbers an agency chooses to judge the health of its own business, such as utilization, margin, client retention or new...
• Agency ManagementAgency management is the running of a creative agency as a business: its people, clients, pipeline, finances, process and culture, so that good work and a...
• Agency MetricsAgency metrics are the numbers an agency collects to understand how its business actually runs, from hours and costs per project to revenue, pipeline and...

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B3 terms

• Business DevelopmentBusiness development is the work of finding, winning and growing the relationships that bring new revenue into a company, from the first conversation to a...
• Business MetricsBusiness metrics are the measurements a company uses to judge its health and progress, such as revenue, margin, customer acquisition cost, retention and growth.
• Business ObjectiveA business objective is a specific, measurable goal a company sets for itself, such as growing revenue in a category, entering a market or winning back...

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C11 terms

• Case StudyA case study is a short account of a finished project, covering the problem, the idea, the work and what happened, used to show future clients how an agency...
• Client BriefsA client brief is the document a brand gives its agency at the start of a project, setting out the objective, the audience, the message, the deliverables,...
• Client PerformanceClient performance is the measure of how a client's campaigns and account are doing, both in the results the work delivers for the brand and in the...
• Client PitchA client pitch is the meeting in which an agency presents its thinking and creative ideas to a prospective client in order to win a project or an account.
• Client RelationshipA client relationship is the working bond between an agency and the people who hire it, built on trust, delivery and honest communication over time.
• Client RetentionClient retention is an agency's ability to keep the clients it has, turning single projects into relationships that last for years.
• Client StrategyClient strategy is the plan an agency builds for a specific client: where the business needs to go and what creative work will get it there.
• Co-Branding CampaignsA co-branding campaign is a marketing campaign in which two or more brands promote a shared product, collection or message together, each lending its...
• Competitive AnalysisCompetitive analysis is the structured study of the brands you compete with, covering what they say, where they show up, how they are perceived and what...
• Creative Agency MarketingCreative agency marketing is how a creative agency promotes itself to win new business, using its own work, its point of view and its reputation as the product.
• Creative-for-EquityCreative-for-equity is an arrangement in which an agency is paid partly or wholly with a share of a client's company instead of cash, most often when...

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D2 terms

• Decision MakerA decision maker is the person on the client side who has the authority to approve the work, the budget and the direction, and whose yes actually ends the...
• Design Retainer AgreementA design retainer agreement is a contract in which a brand pays a design team a regular fee for an agreed amount of ongoing design work and priority access...

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E1 term

• Enterprise MarketingEnterprise marketing is marketing at the scale of a large corporation: many products, markets, audiences and teams, coordinated under one brand and one set...

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I2 terms

• Industry BenchmarksIndustry benchmarks are reference figures, such as typical engagement rates, conversion rates, costs or margins, that show how a business's performance...
• Industry TrendsIndustry trends are the shifts in technology, consumer behavior, culture and competition that change how an industry works and what its customers expect.

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J1 term

• Joint VentureA joint venture is a business arrangement in which two or more companies pool resources to pursue a specific project or enterprise together, sharing its...

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K3 terms

• Key Account ManagementKey account management is the practice of giving a company's most important clients dedicated senior attention, so each relationship is kept, grown and...
• Key Performance Indicators (KPIs)A key performance indicator (KPI) is a measurable value, chosen in advance, that shows whether a business, a team or a campaign is making progress toward...
• KPI AgencyA KPI agency is an agency whose work, and sometimes whose fee, is judged against key performance indicators agreed with the client at the start of the...

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M3 terms

• Market ResearchMarket research is the gathering and analysis of information about customers, competitors and markets, used to make better decisions about products,...
• Marketing Agency StrategyMarketing agency strategy is the plan an agency uses to position itself, choose which clients and services to pursue, and win and keep the work that fits it.
• Media Holding CompaniesMedia holding companies are the large corporations that own networks of advertising, media and marketing agencies, such as WPP, Omnicom, Publicis and IPG.

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N1 term

• Niche MarketA niche market is a small, clearly defined segment of a larger market, with specific needs that a business can serve better than broader competitors.

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O1 term

• Organic Growth BusinessAn organic growth business is one that grows mainly through its own products, reputation, referrals and search visibility, rather than through acquisitions...

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P3 terms

• Pitch DeckA pitch deck is a short presentation that sets out an idea, a company or a creative proposal, used to persuade clients, partners or investors in a meeting...
• Pitch Deck CreationPitch deck creation is the process of researching, writing, designing and rehearsing the presentation a company or agency uses to win investment, clients or...
• ProposalsA proposal is a document in which an agency sets out how it would approach a piece of work, including the scope, deliverables, timeline, team and cost, so...

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R1 term

• Retainer WorkRetainer work is the ongoing creative, design or production work an agency delivers for a client under a recurring agreement, rather than as separately...

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S2 terms

• Small Business SolutionsSmall business solutions are marketing, branding and production services scoped to fit a small company's budget and ambition, so it can look and sound...
• Strategic PartnershipsA strategic partnership is a long-term relationship between two organizations that share resources, audiences or expertise to reach goals neither could...

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T1 term

• Thought LeadershipThought leadership is the practice of earning authority by publishing ideas, insight and points of view that the people in your field actually want to read,...

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