Alejandro Suarez Sanchez-Ocana. TIME-sector employer since 1998, CEO of Group Publispain and the network of blogs Entertainment Networks SL, President of Inversora Foley, director and Founding Partner of Yes.fm, adviser and investor in several companies for innovation, new technologies and the Internet.
Choose an advertising agency that fit the profile of your web projects is vital in this sector.
An agency is like a bride and as such you should choose and value it and you could end up casándote with her. Now, I know that someone deemed sexist comparison, but it's very graphic.
Firstly not all is the facade, maybe you should look a little inside. Megaoficinas The vast agency, quoted on the stock and with 50 employees and large numbers perhaps is not the yes-or-you need.
Secondly you should try to know it well, and most importantly, you know very well that you and key people who work there in charge of media and business know well what they do, who you are and if possible are able to value it as a prominent asset even when contrasted with others of its media within the same agency.
It is also very important availability, I imagine that if you do not have time for your girlfriend and she for you, duraríais what is right. The same happens here, the agency must have time for you, and you should have all the time she needs for you, yes, even small doubts and campaigns without too much importance to avoid if possible, having to delegate to others and lead a personal, serious, professional and straightforward.
We work with almost every sector agencies in Spain, and with many or almost all involved in international trafficking in Spanish. Rare is that by default does not work or try new initiatives that we are proposing, but also where no one agency is working with the seriousness expected cut the relationship immediately.
Each agency has a profile, and over the years we have been testing and working with many of them. When preparing a new project, including the launch of Archivos.com or Madrid.net in the coming months is very important for me to define who should deal with the sale of this site. For example in these projects we have not even defined in the hands responsible for placing advertising.
I have always heard in the generalities such as: "AdLINK is the best agency, you'll sell better than anyone. That is not true, AdLINK is a great agency for certain carriers, and could not be for others. Just like other agencies. Here size does not matter, what really matters is personal attention, care, work, the relative importance that you might have in its structure and strength of sales and trading that can dump on you.
In the year 97 - 98 we began to work exclusively with a small advertising agency website that was called XMedia (what times!), Was led by a good friend, Jesus Aldana, and was called AdLINK few months and years later grew more and even more to merge with DoubleClick. They were together for many years but there was a time after the merger AdLINK Double-click on the left for being "our agency" and, as in dating, there are moments when left, and I did.
In those many years to leave AdLINK was crazy, there was not many alternatives; is almost no more. They have already spent many years and survived. There are moments where you have to be where you feel you should be.
Now curiously the circle is closed, and I can announce that Yes.fm we have closed an exclusive advertising contract with AdLINK, which makes me go back somewhat to the starting point of 1997 has been a long road and I am sure they will be fine.
But not only is AdLINK, but there are many other companies we work with regularly: Antevenio, Bar Code, Direct Mail, Addoor, CPX, Hispano Click, Harran Media, Fox, CanalMail, Adprox ... and dozens of others with we have done tests and agreements on time.
In contrast to the example of a large company like AdLINK within this sector there are other options quietest and one of them is what we choose to handle advertising for the network of blogs Entertainment Networks, is called Addoor.
Addoor agency is a different, smaller and accustomed to doing something that I like a lot and that is where I see the future; make special actions. Like sell advertising on your usual format (banners, steals, megs ...) who suddenly sell a widget that plays a concert Amaral of hundreds of Mbs.
I read recently that have signed on as exclusive support for Calico Electrónico. I think that really is a great Addoor choose wisely, because very possibly be the best agency in Spain that you can see, investigate and work in a personalized way new ideas and forms of advertising such as the inclusion in the animated adventures of trademarks and advertising within from the comics.
We return to the top, each must choose his better half, at least at this size does not matter.