One of the big things I have to do is maintain relationships with consultants, who are often our best resource for new business. They're external marketing consultants. A lot of times companies don't feel comfortable choosing an advertising agency on their own, so they go to the consultants, who are closer to the industry and know what's going on. We'll send them our credentials and do lots of follow up. More often than not we give them advice on strategy.
Strategy is a big part of advertising.
It's about why this group likes commercial X, or why your parents like a certain commercial. Everything about a commercial is done with purpose, from time slot, to the show it's associated with, to the images. Recently we've gotten more proposals for interactive. We also do integrated marketing, which combines several marketing disciplines to help build and sustain one brand. In the old days people would sell products.