By now, everyone has heard of weblogs. If you haven't, welcome, you are reading one right now. If you think you've read this before, you have. In the interest of espousing the value of weblogs to our industry, we're republishing this little piece of opinionated advice. For various reasons, many people and companies can benefit from blogging. So can ad agencies. Ad agencies are hired for two main reasons. First, and not always most important, is creative. Second is thought leadership - does the agency in question have the smarts to create successful advertising for client companies. Both of these areas of expertise can be shared with the world of potential clients through a weblog.
Right now, agencies might be saying, "What do we need a weblog for? We already have a web site." Great. Take an honest look at it. Is it much more than a creative showcases (if that) and management bios? Aside from a few short paragraphs on your so-called "proprietary process" is there any value there for the reader? Are you offering anything that gives insight into the way your agency thinks and what your opinion is on the current state of advertising? If so, great. Most likely. though it is not.