Getting into pitches
Recruiting and retention
Second cities and specialization
Being known for a segment has its challenges. "Sometimes people think we are all travel, all the time," Rorick said. "That can be a hindrance when you are working toward broadening your category base.""It can be challenging for agencies to overcome the 'category town' perception. But many Detroit agencies have clients far afield from the auto world. They serve these clients very well," Heinkele said.
oing business with partners
Adam Bergman, Senior Account Executive for Yume, emphasized that there is real money to be made in such markets:
"It's true that the total pool of digital sellers might be smaller than a major market like LA or San Francisco, but they ARE out there. We've built a strong team by constantly keeping our eyes open for great talent and creating real career paths to keep our A players satisfied and growing. I've found that our digital sellers are focused on being long-term digital consultants for their clients so they have deep relationships. They are loyal to their clients and with their internal teams."