For decades, three markets have consistently dominated the ad sector -- New York, LA, and Chicago -- yet a growing percentage of industry dollars are coming from other cities that aren't historically associated with the advertising and media businesses. These are the second cities.
I use the term "second cities" with respect and affection (and in the same spirit as the name of the leading comedy troupe in the country). By second cities I mean markets like Atlanta, Dallas, Charleston, Minneapolis, and Seattle where some strong agencies are based. (San Francisco straddles the line -- it is far smaller than the "big three," yet it is home to a number of major agencies and offices.) This piece is about such agencies -- shops trying and, in some cases, succeeding as major national players. Some say second city agencies face different challenges and opportunities. Let's take a look at what it means to be second city, and whether it matters.
In this article:
- Getting into pitches
- Recruiting and retention
- Doing business with partners
- Second cities and specialization
- Managing the exit strategyWhat clients say about second city agencies