How to Start a Successful Creative Agency (eBook, ePUB)

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This book will: • Give you the business foundation you need for starting and running your agency. • Help you transition from one-off projects to steady clients where you don't have to pitch for each job. • Show you how to identify professional clients, avoid amateurs and why it matters. • Explore options for business niches. What should your agency become known for? • Surprise you with what clients are really looking for from creative agencies. (It's not the lowest price.) • Give you a proven template for estimates that win jobs, build client confidence and result in profitable projects. • Reveal the secret to getting projects from major corporations and government. (It's not who you know.) • Help you manage employees, freelancers, and clients. • Clarify confusing business structures. (Including whether or not you should incorporate.) TABLE OF CONTENTS These 23 chapters will help you build your successful agency: 1. Starting Your Own Creative Agency 2. Taking Advantage of School 3. Amateur Creator vs. Professional 4. Getting a JobYou're in the Business 5. Starting Your Freelance Business 6. Preparing to Launch Your Company 7. Business StructuresWhich One is Right for You? 8. Writing a Business Plan 9. Your Money Attitude 10. Starting Up 11. Running Your Agency 12. Decision-Making 13. Defining Your Services 14. Working with Clients 15. Managing Your Agency's Growth 16. Talking to Clients About Money 17. Your Estimates Can Make or Break You 18. Billing and Payment Terms 19. Adding People 20. Managing Employees and Benefits 21. Take Time Sheets Seriously 22. Growing Your Agency 23. Legal and Insurance ABOUT THE AUTHOR I have been a copywriter, creative director, and founder of three creative agencies in Toronto. Before I started my own agencies, I wrote for six Toronto ad agencies. In my first agency, I was a solo freelance writer. By the mid-'90s, my billing was over $120,000 a year. I couldn't grow because there are only 24 hours in a day. I started a larger creative agency by finding a compatible graphic designer who became my partner. Together, we founded Fireworks Creative, one of Canada's first truly integrated creative agencies. In five years, we grew the company from two to 30 people. We were on the radar of two companies interested in buying our firm and sold it to an IT company for $3 million. Six months later, I started Context Creative with a partner. We grew that company to 28 people. A few years ago, I sold my shares to my partners. Through all of this, I've learned the nitty-gritty of running a business, how to find the best clients, and the most practical ways to work with staff and partners. Some of this I learned the easy way, some the painful way. HOW WILL THIS BOOK HELP YOU? Many freelancers or small agencies run into problems, not because their creative output isn't good enough, but because they don't know how to run a business. This book will help you start your own creative agency and build a solid business foundation for your company. With this knowledge, you'll be able to focus your creativity on what you love doing. WHAT THIS BOOK WON'T DO FOR YOU This book won't teach you creative skills. I assume you are either learning your craft or are already delivering your services at a professional level. As an agency owner, you have to excel at both your craft and business. It may not come naturally to you, but you can learn. I did, and so can you.

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Andy Strote, Author of How to Start a Successful Creative Agency

I have been a copywriter, creative director, and founder of three creative agencies in Toronto.

Before I started my agencies, I wrote for six Toronto ad agencies, large and small.

In my first agency, I was a solopreneur working with other freelancers. I knew I needed more resources and decided to start a larger creative agency. I found a compatible graphic designer who became my business partner. Together, we founded Fireworks Creative, one of Canada's first truly integrated creative agencies.

In five years, we grew Fireworks Creative from two to 30 people. We were on the radar of two companies interested in buying our firma global advertising network and Cognicase, a multi-national IT company. We chose to sell to Cognicase for $3 million.

Six months later, I started the next agency, Context Creative, with one partner and one employee. We grew that company to 28 people. After 15 years, I sold my shares to my partners.

Today, I write for a select group of clients and I wrote this book. I've been lucky to work with great designers, art directors, photographers, filmmakers, animators, illustrators, and programmers. I've also been fortunate to have had the guidance of two incredibly helpful accountantsyou'll read about it in the book.

I've hired people, fired people, and had to let go of good people during a business downturn.

Through all of this, I've learned the nitty-gritty of running a business, how to find the best clients, and the most practical ways to work with staff and partners. Some of this I learned the easy way, and some the painful way.

How Will This Book Help You?

Many creatives, whether individual freelancers or small agencies, run into problems. Often, it's not because of their creative output but because they don't know enough about running a business.

This book is for you if you want to start your own agency providing content and creative services to marketing and advertising clients.

I will help you build a solid business foundation for your company. With this knowledge, you'll be able to focus your creativity on what you really love doing.

What This Book Won't Do for You

This book will not teach you creative skills. I'm assuming that you are either learning your craft or are already delivering your services at a professional level.
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