How to Make CMOs Choose your Agency among the Others

If you work in a marketing and communication agency, you already know that the CMOs of your possible client companies are the first interlocutors you have to persuade if you want to be chosen among competing agencies.

But what are the parameters to take into consideration when building up an offer a CMO cannot refuse? Even if there are no absolute answers, the tips below will help you create a balanced mix of the marketing offers’ features which are most appreciated by CMOs.


Let’s not pretend. Before even taking a look at the content and strategies you propose, the marketing manager will go straight to the quote you sent him to see how much you will cost him.

Always propose prices in line with the market and with the quality of the work you offer, but don’t forget that your final cost should hopefully be lower than the one he would have to face if he decided to develop his campaigns with the in-house team.

Total understanding of the brand identity

Design, tone of voice, means used, message conveyed by the proposed campaigns cannot but perfectly adhere to the brand identity of the company, its mission and its vision.

Study in depth the characteristics of the brand and the relationship it has established with its customers, analyze the work of competitors and offer an innovative idea, which totally marries the intrinsic values ​​of the brand.

Remember that the CMO always wants to impress his boss: he will only accept ideas that fully embody the vision of those who invested in that brand, both emotionally and economically…..[Read More]

Roger Chiocchi

A life-long advertising and marketing professional, Roger is VP-Marketing at Signature Brand Factory. Prior to that he spent 20+ years on Madison Ave as a Sr. VP at Young & Rubicam and President of Y&R subsidiary, The Lord Group.



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