Run Time: 34:48
in On Point

Know Thyself

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Noted independent agency consultant John Fear thinks that this ancient Greek aphorism is exactly want agencies need to be focusing on today. More than ever, he says, it is important for agencies to "get back to basics and define who they are as a business and focus on the core fundamentals of running a successful business." John offers several specific strategies that agencies can employ to help make sure their marketing and branding match their philosophies. For example, knowing what philanthropic organizations are important to you and your clients will help determine how you budget to support these organizations and ultimately measure the return on that investment.

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