May 06, 2013

My New Gig

Today I'm launching a new venture. It's called Type A Group.

Type A is going to be an interesting company. It's not going to be an agency. Fortunately, I am in a position where I can work only on stuff that interests me. So Type A is going to  specialize in only three areas that I have a particular interest in:

1. Consulting to independent agencies. I have had the good fortune to help build and sell two different independent shops with combined billings over $250 million. I have a fondness for the people with the guts and skill to run independent shops. It's getting harder all the time. I am hoping to be able to help indies in a few areas of their business:
  • revenue enhancement and profitability 
  • succession planning and value harvesting 
  • operations and management issues 
  • developing and integrating a digital practice 
  • differentiation and new business 
  • mergers and acquisitions 
2. Turnaround Marketing. Most companies and brands won't need Turnaround Marketing. It is not for brands that are doing well. It is for brands and companies that are struggling.

Turnaround Marketing is for organizations that have tried all the usual marketing strategies unsuccessfully and need a "contrarian" (sorry) vision of how to market their product or service.

3. Fifty Plus. If you are a regular reader of this blog, you know what an enormous opportunity people over 50 are for any marketer that can count and think straight. Unfortunately, there seem to be very few of these. I am going to be helping companies develop strategies for reaching "the most valuable generation in the history of marketing."

My partner in Type A is Sharon Krinsky, who I worked with for 20 years at Hoffman/Lewis, and was president and chief creative at the agency. Sharon and I have assembled a really good group of associates and advisors who will be helping us and our clients with specific needs.

To be honest here, I have no idea whether this thing is going to go anywhere or not, but it's a good time to do things I'm really interested in.

You can find our website here. If any of our areas of specialization sound interesting to you, please contact me confidentially at The first meeting is always free.


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David Burn said...

A pure passion play -- gotta love it. Congrats Bob! Plus, your three areas of concentration are all compelling, if not exactly related.
I am particularly glad to see "developing and integrating a digital practice" in your list above. I knew you didn't hate digital, just shoddy work (in any medium) and unfounded hype.

Type A Group said...

Thanks, David!

Deborah Fisher said...

Hey Bob,

I'd love to chat sometime about your interest in the 50+ marketing space. This is the focus of our agency growth plan. We may be able to help each other.


Deborah Fisher
VP Marketing
Response Mine Interactive

Scamp said...

Best of luck, Bob!

Kate Richardson said...

Inspiring stuff, congratulations Bob.

adcontrarian said...

D: Pls call me - 415-830-9098

Ahmer Siddiqui said...

Hey Bob,

I have been ardent, albeit silent follower in the last few years. Just wanted to say that I like and agree with stuff that you write. Keep rolling and best of luck with Type A

brainblogger said...

Perhaps this marks the coming confluence of several simultaneous (and satisfying) trends:

- the regeneration of the 'small' agency industry that may bring us the next iteration of smart, creative, effective advertising. God knows the business needs that more than ever now, given the dreck that the majors are manufacturing

- the recognition of the enormous economic value of the seemingly (currently) invisible 50+ consumer

- the realization that social and online media are not the Second Coming in terms of driving purchase intent

So thank you, Bob & company, for bringing some common sense and adult insights back into this industry. They're much needed and overdue.

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