PRESIDENT & CEO, THE WEINBACH GROUP
Daniel Weinbach joined The Weinbach Group in 1994. Today, as president and CEO, he manages the strategic and operational direction of the company and continues to supervise much of the agency’s client work. His efforts have resulted in long-lasting relationships with clients (an average of eight years) and have helped The Weinbach Group’s clients achieve extraordinary growth. In addition to client success stories, he has been recognized for the outstanding work he has developed and managed, winning Addy Awards, Aster Awards, and more than three dozen Healthcare Advertising Awards. In fact, Daniel is regarded as a healthcare marketing expert, and his work has been highlighted in national conferences and in industry-facing journals.
My dad, Phil Weinbach, started the agency in 1987, and I joined the company in 1994. I had been working in the movie business at Paramount Pictures after earning my master’s degree from USC film school. But I missed South Florida, and Hollywood was just as unsavory as its reputation.
Since joining the firm, we’ve dramatically grown in size and in the scope of services we provide. Today, we offer a complete “menu” of marketing and communications services, from online advertising and social media to graphic design and public relations.
We recently wrote about changes to the public relations world that mirror our changing media landscape. Conventional media and social media will continue to jostle for position, and PR pros will become adept at content creation (as opposed to just pitching).
Public relations firms need to harness technology-driven PR systems. We will exchange information not by pitching journalists, but by collaborating on information exchanges like Slack to fill editorial gaps, suggest new content, and coordinate written work. Professionals who don’t do this will lose valuable opportunities.
On the advertising side, we need to apply best practices to ad creative – even when we’re utilizing social media platforms and other “new media.” I see lots of agencies that approach social media marketing as if they’re posting their own personal stories. That’s not how brands succeed in the world of user-generated content. People don’t want to be friends with brands. They want brands to dazzle them.
We have a diverse mix of clients, which means we get a lot of exposure to different companies, business models, and leadership styles. We are inspired by the entrepreneurial spirit that led to each client’s successful venture, and we’re equally as inspired by the positive impact these companies make in their employees’ lives and in the lives of their clients and customers.
I hope our company is doing its part to make a positive impact in our community and in people’s lives
We can see ourselves expanding our client base. While we’re known for expert healthcare marketing, that’s not our sole interest. For nearly three decades, we have partnered with nonprofits, collaborated with financial services clients, and have even helped municipalities plan new initiatives. We see those areas expanding in the future.
As an agency, we have to be flexible, and as a family-owned business, even more so. That means we have to be willing to change. Actually, we need to do more than change. We have to embrace change…in terms of the services we provide to clients, the technology we use, and the methods we apply to our process.
I suppose we could have been more streamlined with our staffing during lean times. But as a general rule, I try to look forward, not back. Life’s too short for regrets.
I think the ideal experience for a client is when they come to realize that we are 100% invested in their success. Once they see the passion we have for producing outstanding marketing results – and once they recognize the level of strategic expertise they’re getting from us – then they start to enjoy the magic of marketing.
Our team is motivated by our work culture, which is supportive, collaborative, and, most importantly, healthy. Our industry is moving away from the unrealistic, unsustainable pace that was part industry myth, part harsh reality. While advertising and public relations can be grueling, our team is focused and efficient – and that’s why we’re successful.
If you’re opening an agency, pay close attention to the length of your client contracts. Marketing, advertising, and public relations take time and require an ongoing investment of time and money. We require engagements of at least six months, and some of our clients have stuck with us for more than 20 years.
If you’re a newbie to our industry, stay receptive to feedback. Even if you have a degree (or two) under your belt or great internship experience, there is something new to learn, especially from your clients. That is what makes marketing and advertising so fascinating – and fun.