Five ways to promote your advertising agency without name-dropping your clients

Advertising agencies are best known for creative buzzworthy campaigns for brands. However, in many cases, a contract with a client or a seemingly endless process of approvals prohibits them from letting the world know their team did the work.

The good news is that if you can’t promote the work you’ve done for your clients, there are still a myriad of ways you can promote your agency.

Here are five:

1. WRITE AN ARTICLE

More likely than not, your prospective clients read industry trade publications, like Adweek, Campaign, or AdAge. You probably do, too. So why not try your hand at writing a guest contributor byline for them??

Draft an article detailing unique solutions for common problems within the industry, innovative ways to use new tech, or comprehensive DEI initiative approaches.

If it’s compelling, readers will remember it—and more importantly, they’ll remember your agency as an expert in these areas.

2. GET IN WITH THE BUSINESS PUBLICATION EXECUTIVE COUNCILS

If you want your byline to make it to the business press, you’ll want to expand your network. Signing up for an executive council is a great way to do that.

Executive councils allow you to publish a set number of articles per year in which you can demonstrate your agency’s expertise. You can also be quoted in articles and network with other council members. Do some digging and see if you qualify for any.

3. SUBMIT TO KEY INDUSTRY AWARDS

Consider promoting your agency by sending in submissions to the plethora of personal, creative, and business awards hosted by industry publications. You might not win, but there is another benefit of sending in submissions: You get your agency in front of editors.

A word of advice: These awards are competitive and the publications receive many submissions for each category, so make sure you give yourself plenty of time to craft the best submission possible.

4. SPEAK AT EVENTS

You’re an expert in your field—don’t be shy to talk about it.?

Speaking at industry events like Cannes Lions International Festival of Creativity, Advertising Week, and SXSW is a surefire way of making sure your agency is on the radar of brands, industry talent, and the media.

Spots fill up quickly, so you’ll want to submit a proposal as early as possible. And when you’re planning your presentation, think about the themes the event is going to cover. Do some research to find out who your audience will be and what topics will resonate with them.

5. MAKE SOME FRIENDS IN THE PRESS

Who?you know is just as important as?what?you know.?

Build relationships with editors and reporters for trade outlets by establishing yourself as a source of knowledge and insight. The more journalists you connect with for a quick interview, the more your agency’s name can be spread.?

The key thing to remember is that your response time is important—leaving a reporter hanging can quickly sour the relationship you’ve built.?

And when you do speak to the press, don’t only talk about yourself and your agency. Share your expertise (without using industry jargon) like you’re talking to your friend. It really does make a difference.

THE BOTTOM LINE

Self-promotion isn’t always the easiest thing to figure out—even for ad agencies. But figuring it out and developing a PR strategy for your agency is worth the time and effort.

Mark Pasetsky is the founder & CEO of PR agency?Mark Allen & Co. , where he serves as a trusted advisor to top C-suite executives.