When it comes to creative choice, there is no ‘one right answer.’ How a client interprets a new logo, for example, emerges from that individual’s unique experiences, knowledge, and context. Overall, we seem to lack a common vocabulary to truly describe those likes and dislikes, so we thought it apt to take on the subject of Creative Choice—and The Lack Thereof.

As an agency, we are constantly challenged to find the perfect balance between abstract ideas and concrete results. For instance, creating a distinctive website that fits well with the client and their industry, while also standing out from the crowd, can be a challenge. Even something seemingly simple like developing a tagline that enhances a company name can take weeks to develop, refine, and perfect. Because there is no ‘one right answer,’ creative choice can lead you down a multitude of paths—none of which really work.

So, how do agencies like ours navigate this complex tangle of creativity? We use the powerful compass of “less is more.”

Forbes Agency Council recently featured Markitects in their article, “Seven Ways To Help Your Agency Reach Its Revenue Goals”. The article focuses on seven experienced agency professionals who discuss several ways new agency owners can achieve their revenue goals and build toward long-term success.

Read the Article

Francine Carb, President & Founder of Markitects, Inc., a B2B strategic branding and digital marketing agency headquartered in Wayne, PA, has been accepted into the Forbes Agency Council, an invitation-only community for executives in successful public relations, media strategy, creative and advertising agencies.

Francine joins other Forbes Agency Council members, who are hand-selected, to become part of a curated network of successful peers and get access to a variety of exclusive benefits and resources, including the opportunity to submit thought leadership articles and short tips on industry-related topics for publishing on Forbes.com.

Forbes Councils combines an innovative, high-touch approach to community management perfected by the team behind Young Entrepreneur Council (YEC) with the extensive resources and global reach of Forbes. As a result, Forbes Council members get access to the people, benefits and expertise they need to grow their businesses – and a dedicated member concierge who acts as an extension of their own team, providing personalized one-on-one support.

According to Francine, “I’m thrilled to be accepted into the Council. Now, our best practices for B2B content and design can be shared with others in the agency community. This will also enable broader access to industrial, engineering, scientific, and services organizations everywhere.”

Scott Gerber, founder of Forbes Councils, says, “We are honored to welcome Francine Carb into the community. Our mission with Forbes Councils is to curate successful professionals from every industry, creating a vetted, social capital-driven network that helps every member make an even greater impact on the business world.”

For more information about Forbes Agency Council, visit https://forbesagencycouncil.com/. To learn more about Forbes Councils, visit forbescouncils.com.

A recent Philadelphia Chamber of Commerce event focused on the pros and cons of being in the middle. While those of you who are middle children may be subjected to taunts and stereotypes, middle market companies are in vogue. Why? They outperform F500’s and small companies alike, are attractive places to work, and are the lucrative targets of Private Equity firms, as well as those companies looking to grow by acquisition. It is truly a happy time for those in the middle.

Who comprises the Middle Market?

• 200,000 businesses representing 3% of all U.S. companies
• Annual revenues ranging from $10M-$1B
• 5th largest global economy—larger than the entire country of Germany
• Creator of 60% of all new jobs in the U.S.—over $1.1M jobs in 2013-2014

Q4 2017 by the numbers:

• Revenue growth = 7.6% compared with 6.9% in the S&P 500
• Employment growth = 5.2% compared with 1.4% for small businesses and 2.6% for large businesses
• High confidence = 75% in the global economy, 86% in the national economy, and 88% in the local economy

Furthermore, according to Thomas Stewart, Executive Director, National Center for the Middle Market, middle market companies are more attractive than ever. Consumer middle marketers are considered niche, and therefore more interesting and socially responsible. They are successfully chipping away at the market share of name brand products. Think craft breweries, for instance. On the other side of business, B2B industrials are doing well because of their key roles in the supply chain, as connectors, to F500 companies who depend on them for products and services critical to our economy.

Among the top challenges of those in the middle are acquiring and retaining talent, competitive pressures, and the challenges of expanding internationally. Regarding capital investments, 69% plan to expand. While some of the panelists recommended international growth, others have grown primarily by acquisition and will continue to do so. Not surprisingly, workforce engagement is high on the priority list—whether through wage increases, training, or both. Overall, the middle marketers are not an impetuous group. They are not taking on new debt, are expanding capital expenditures judiciously, and keeping inventory levels steady.

We at Markitects are proud to have served middle market companies for over twenty years. For more information, contact us.