This morning we started with a strategy session that really inspired me. About twice a week the company's executives get together for a Strategy Council meeting that focuses on one of our clients or prospects.
This time we got a number of other account people involved to share what's working with their clients — so that we could use that information on behalf of a specific client who's looking for high-performance ideas. Not just based on a hunch, but based on market test data.
The room was packed and the energy level was high as account managers and executives talked about current best practices and new marketing ideas that have promise. Ideas for data segmentation strategies flew. New media opportunities captured the spotlight. It's really amazing how much is going on in the world of direct response marketing, and how having many clients, can add to a larger aggregated knowledge base of best practices. Both for consumer and business markets.
This is what makes working for an agency so great. We learn what works (and what doesn't) and see how our best practices apply in new situations. It gave me new ideas that I'm hoping to present soon.