Emily Cohen and Hunter Vargas, the dynamic mother-daughter duo behind Casa Davka, share their extensive expertise in marketing and project management. They discuss the evolving landscape of creative agencies, emphasizing the necessity for transparency and collaboration. Key insights include leveraging AI while maintaining the human touch, overcoming pricing pressure through value-based strategies, and positioning one's agency uniquely in a crowded market. They also highlight the importance of understanding client needs and adapting business practices for sustained growth.
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insights INSIGHT
Competition Is Driving Better Positioning
The market is saturated so agencies must clarify their positioning and prove strategic value.
Hunter Vargas warns firms can no longer win on beauty alone; strategy matters.
insights INSIGHT
Transparency Is Elevating The Industry
Agencies increasingly collaborate and share prices and practices to raise industry standards.
Emily Cohen says transparency turns competitors into peers and creates productive partnerships.
insights INSIGHT
AI Is A Tool That Amplifies Value
Treat AI as a new tool that enhances efficiency and business development.
Emily Cohen says AI will push agencies to emphasize the human-led value component.
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How can your creative agency thrive in an evolving industry? The current state of the industry demands creatives to learn strategies for growing a creative business and building stronger client relationships.
In this episode of The Agency Blueprint, I’m joined by Emily Cohen and Hunter Vargas to discuss the state of the creative industry, the growing importance of transparency and collaboration, and more. Emily and Hunter, a mother-daughter duo behind Casa Davka, have over 30 years of combined experience. Emily's extensive background includes partnering with 500 top firms, while Hunter brings expertise in marketing and project management.
Listen in to learn how to leverage AI as a tool in your agency while appreciating the importance of the human touch. You will also learn how to overcome downward pricing pressure by emphasizing value and standing firm on fees.
Key Questions:
[01:35] What are the biggest challenges agencies are facing today?
[05:05] What are your thoughts on where the industry is headed in the advent of AI?
[10:05] How can agencies defend their value and pricing against client pushback or competitive pressure?
[18:48] What’s your advice to agency owners on how to approach value-based pricing?
[25:19] What’s your advice to a growing boutique agency in terms of defining their niche and positioning their expertise?
What You’ll Discover:
[01:54] Challenges creative agencies face today, including market saturation and the importance of positioning.
[02:45] How transparency and collaboration between agencies are elevating industry standards and fostering collective growth.
[05:14] How to embrace AI as a tool to enhance creativity and efficiency and leverage it for business development.
[09:03] Understanding marketing as a human connection and creativity’s emotional depth cannot be replicated by AI.
[10:32] How to overcome downward pricing pressure by emphasizing value and standing firm on fees.
[11:27] Why you must develop negotiation skills and educate business leaders on the value of design to ensure fair pricing practices.
[14:42] The importance of knowing who you are and becoming an expert to make strategic business decisions.
[17:15] How to strategically build trust with clients and maintain a healthy mindset when clients choose different directions.
[19:10] Tips on how to approach value-based pricing, including asking clients for their budgets early on.
[22:50] How avoiding assumptions and asking questions can elevate your expertise and contribute to better outcomes for clients.
[25:53] How to define your niche and position your expertise to maximize opportunities and growth.
[28:42] How defining your differentiators wholistically can set you apart in a crowded marketplace.
Agency Blueprint