How We Work

MAC is independent. This enables us to bring a fresh perspective to the objectives our clients face in the economy we compete in today. We do this by asking questions. Our analysis considers the strengths, weaknesses, opportunities and threats that your brand is challenged with. Our counsel provides guidance to clients on issues and elements that should or should-not be questioned.

         

How modern are you?

In every market, there are often one or two brands who dominate the category.  One often implements great solutions that competitors attempt to copy.  The other relies on their historical position. Which one are you most like?

 

Do you know the importance of being “agnostic?”

Brands are in the middle of major overhauls.  Everything is being questioned before it is endorsed. Doing things one way because “they’ve always been done them that way” has outlived its usefulness.  Does this apply to you?

 

Do you know how to integrate?

We’re talking about integrating everyone - from the intern to the CEO - in processes which really benefit from new technologies and marketing strategies. How are your sales efforts working with production and customer service?

 

Do you have perspective on the digital future?

Are you mentoring your team in ways that extend out into the marketplace? Are your competitors taking note of your vision? Are you using new media to learn and teach?

 

Do you know transformation when you see it?

Is your team able to transform your brand to keep up with change? Do you have a sense of how digital media is changing your industry and your place in it?

 

Do you know what your customer is doing?

How well do you know them?  Do you know their name?  Where they live? What is their purchase cycle? Is your program focusing on their unique characteristics, lifestyles, and needs?  How many touch points are between you and your customer?

 

Do you know what your competitor is doing?

Do you know how your competitors handle communication between the companies and consumers you are both targeting? Do you know what their rates are? What do their deals look like? Do you know what their follow-up process is like for a deal they don’t make on the initial pass?

 

Do you know how much it should cost?

Do you have a handle on short-run versus long-run marginal costs?  Do you have a realistic timeline to measure if your vendors are strengthening your brand? Do you know the average cost of sale?  Can you distinguish those costs when the concepts of “economies of scale” do not apply?

 

Do you know when the time is right?

Are you watching the clues? Have you thought through the opposing forces, multiple paths and conflicts that affect timing?  Have you prepared contingency plans?  Are you prepared for the time and practice it will take to get it right?

 

Are things going well?

If not, do you have a plan of action to improve things?  If these questions apply to how you are managing your goals in the advertising business, would you make a list of questions which you would like to ask MAC?

 

Wendy McHale, President

Madison Avenue Consultants

244 Madison Avenue, #482

New York, New York 10016

wendy@madavejournal.com

302.766.0655

 

 

 

INDUSTRY MARKETING EXPERIENCE

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