MARSHALL ADVERTISING, INC.
TAMPA, FLORIDA

Every client needs more than media buying. Often times they will require creative and possibly PR. Sometimes when we are approached by a client, they already have a creative specialist they are working with and ONLY need media buying. In other cases, we bring in a creative specialist that we know does a great job and matches up well with that client’s needs. Same with PR. In these instances, it has benefited our clients greatly. Yes, sometimes people feel more comfortable working with one contact and one company. That is OK. We feel strongly that media buying, creative and PR are very different disciplines. We have found that our model works very well for those that want the best of each of these service providers. We have been successful making it easy for our clients to work with multiple companies and realize those benefits. One last thing on full-service agencies – we typically see full-service agencies lean very heavily (resource and emphasis-wise) in the direction of the principle. So, if the owner comes from the creative side, the agency usually leans in that direction. If from media, it leans that way. If I use Marshall Advertising and need the help of PR and/or creative, who then manages the various entities involved in the advertising? Our philosophy in being a boutique agency is that all of our folks that work on an account interact and work with our clients. This eliminates the “telephone game” where one person attends a meeting and then reports back to another person … with some of the message lost in translation. All of our folks wear multiple hats. With that said, there are folks on our team that enjoy the media buying aspect more and their day leans heavier in that direction, whereas others love the account management side of the business and spend more time interacting with clients! Do you have any sayings that summarize your philosophy on media buying and working with your clients? Having come from the advertising sales side of things we take a different approach to media buying. I like to say that “Selling is a better way of buying!” In other words, we are selling the vendor on why they should give our client a preferred rate, deal or promotion. I also espouse that we are more than media buyers – we aspire to become part of our client’s marketing teams. I sometimes cringe when people introduce us as their media buyers. We are so much more, but, it is what we do! I am known to say “Ask and you get and don’t and you won’t!” This saying came from my first sales manager in Pittsburgh and I usually say this when we are going after something that we think is probably going to be a “no” … but you never know unless you ask, right? My kids know that one by heart. The last thing is treating problems as opportunities. That is not really a saying but it is just a different way of looking at issues that arise in our day-to-day work. The opportunity to be problem-solvers helps us all grow and figure out solutions in a positive way that are a win for all. We do get this when we are talking to someone in a category that we have not worked in before. I understand the concern, however the principles of marketing and advertising are similar across all categories. The fact of the matter is, and I say this to folks that express this concern, we had never worked with a pro sports team and worked with the Tampa Bay Lightning for 9 seasons. We never handled insurance and have worked with State Farm Insurance in Florida for 8 years. Same with financial – Suncoast Schools Federal Credit Union – 8 years. Furniture – Kane’s Furniture – 10 years. The point is, yes, we will need to get up-to-speed on the businesses’ nuances, but it boils down to “who is the customer?” and “how can we best reach them?” They are HIGHLY negotiable. This is something that businesses handling their own media buying may not realize. We are able to negotiate fantastic deals based upon the leverage our agency has as a result of the collective sum of our entire ad buying. We are negotiating deals every day, armed with the knowledge of what the vendors are willing to do or give in exchange for our ad dollars. We literally pay for ourselves with the savings earned through negotiating, in addition to the discounts and added value we get. That doesn’t even address the quality of the media buy we are able to achieve … which we never lose sight of in the midst of negotiating the various deals! Why should I choose Marshall Advertising? No one is going to work harder, smarter and with more enthusiasm than we are. We don’t stand on our laurels or today’s success. We constantly push ourselves harder and harder to do better for our clients. We analyze our campaigns and ask ourselves, “What could we do differently or better next time?” We are not afraid to say “I don’t know” and get back to you with our thoughts or an answer. We have strong planners, strong negotiators, strong account service and incredible accountability. Besides that, we are fun to work with AND based on the track record we have with our existing clients, I believe you will want to work with us for a long time! Every client needs more than media buying. Often times they will require creative and possibly PR. Sometimes when we are approached by a client, they already have a creative specialist they are working with and ONLY need media buying. In other cases, we bring in a creative specialist that we know does a great job and matches up well with that client’s needs. Same with PR. In these instances, it has benefited our clients greatly. Yes, sometimes people feel more comfortable working with one contact and one company. That is OK. We feel strongly that media buying, creative and PR are very different disciplines. We have found that our model works very well for those that want the best of each of these service providers. We have been successful making it easy for our clients to work with multiple companies and realize those benefits. One last thing on full-service agencies – we typically see full-service agencies lean very heavily (resource and emphasis-wise) in the direction of the principle. So, if the owner comes from the creative side, the agency usually leans in that direction. If from media, it leans that way.