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'I made mistakes': Red Agency's James Wright on how to run an award-winning agency

“Is it going to be a really fun account work on, is it an account that’s potentially going to make you famous and do work that people are really going to be jealous of? Or is it a fortune account, an account that’s worth a lot of money and you’re actually going to pay the bills and pay the salaries?” Wright says Red Agency – whose clients include Toyota, Avis Budget Group, Coca-Cola and United Airways – makes pitch decisions based on experience, capability and whether or not the brand is the right fit for the agency. Sometimes, however, you have to take a punt, says the agency boss. “We have gone after work as a bit of a dark horse before, where we didn’t think we actually had the experience and credentials to do it, but actually, we felt like the client had come to us because they wanted a different refreshing kind of approach to their work.” Wright did warn that in the industry the word does get out on who the more difficult clients are, which helps the agency make decisions on what business it pitches for. “It’s a small market and word gets around on clients that can be… not necessarily difficult, but bureaucratic and very frustrating. That’s where we have to take a view on what’s the value of this business and will it be worthwhile versus the potential frustration that will come with the team working on this business.” Wright says the agency has managed to hold a strong client portfolio over the seven years and avoid falling victim to the vicious pitch cycle in PR because of the different Red Agency teams across Melbourne, Sydney and Brisbane. “We have a diverse client portfolio across three different quite distinct markets,” the agency boss says. “The different teams will play to their own strengths.” Reflecting on how the agency managed to win Mumbrella’s CommsCon Large PR Agency of the Year three years in a row as well as continuing to add new clients to its roster, Wright notes: “We’ve not come and gone, we’ve stayed there”. Being a constantly high performing agency isn’t always easy, the CEO says, noting agencies really need the “appetite” to work hard. “You’ve got to want to have the appetite to come in every day and be a better version of the agency you were the day before, and it’s a constant cycle of  improvement.” Red Agency winning PR agency of the year at Mumbrella’s CommsCon in 2017 Being a well-known agency is an inevitable precursor to scrutiny, however Wright argues it is better people have an opinion about the agency than no opinion at all.

For the original version including any supplementary images or video, visit https://mumbrella.com.au/i-made-mistakes-red-agencys-james-wright-on-how-to-run-an-award-winning-agency-536417

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