Agency, Brand Thyself

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Agency, Brand Thyself Tim Williams, Ignition Consulting Group www.ignitiongroup.com

description

Why and how advertising agencies should do for themselves what they do for their clients - build a differentiated brand.

Transcript of Agency, Brand Thyself

Page 1: Agency, Brand Thyself

Agency, Brand Thyself

Tim Williams, Ignition Consulting Groupwww.ignitiongroup.com

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Can you describe your positioning in 30 seconds?

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COMMODITY BRANDRECOGNIZED TRADE NAME

Where most agencies are

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TOP 12 GENERIC AGENCY CLAIMS

1. We’re full service!

2. We’re integrated!

3. We have a wide range of experience!

4. We’re creative!

5. We’re strategic thinkers!

6. We’re nimble and responsive!

7. We’re media neutral!

8. We’re team-oriented!

9. We’re your marketing partner!

10.We assign only senior people!

11.We get results!

12.We’re fun!

Unlike other agencies …

Unlike other agencies …

Unlike other agencies …

Unlike other agencies …

Unlike other agencies …

Unlike other agencies …

Unlike other agencies …

Unlike other agencies …

Unlike other agencies …

Unlike other agencies …

Unlike other agencies …

Unlike other agencies …

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“The common failing among agencies seeking new business is their inability or unwillingness to name what they stand for.”

Bob LundinAgency search consultancy Jones Lundin

Beals

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1. A well-defined set of criteria for identifying the clients who want you for what you do best.

2. A stronger win ratio when soliciting new business, because you are playing to your strengths.

3. Clearer direction for how your firm should spend its limited time, money and resources.

Benefits of naming what you stand for

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Are we part of the sea of sameness?

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Steps to Fighting Agency

Commodization1. Stop selling ads as the answer to everything.

2. Look for new revenue streams.

3. Say no.

4. Change the cost dialogue into a results dialogue.

5. Accept risk.

6. Specialize.

Jonah BloomExecutive EditorAdvertising Age

“Commoditization may be the biggest threat facing agencies

today.”

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Standing for everything

is just another way of standing for nothing

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The foundational question:What are we really selling?

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Has higher fees Has broader market area Has fewer competitors

Power is with the specialist.

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Source: Millward Brown Study on Agency New Business, 2007

Most important agency search criteria at credentials stage

1. Actual knowledge of the industry, understanding our business.

Most important agency search criteria at developing relationship stage

1. Actual knowledge about our industry.

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The essence of positioning is

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Why most agencies don’t have a strong positioning:

Unwillingness to sacrifice

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The goal of positioning isn’t to appeal to more clients.

It’s to appeal more intensely to fewer clients.

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Would you rather be mildly appealing to a

broad group of prospects …

… or intensely appealing to a select group of

prospects?

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Your firm is defined by the clients and services you don’t

have

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Source: Millward Brown Study on Agency New Business, 2007

Top reason clients search for a new agency

1. Desire to focus on best-in-class specialists

2. Lagging business results

3. Creative failed to perform as expected

4. Agency’s failure to update capabilities

5. Creative differences

6. Lack of team chemistry

7. Poor service

8. Agency’s poor project management

9. Agency’s lack of cost efficiency

10. Agency’s lack of desire to facilitate integration

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“If you stand for something, you will always find some people for you and some against you.

“If you stand for nothing, you will find nobody against you, and nobody for you.”

Bill Bernbach

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The world’s strongest brands have both the strongest admirers and the strongest detractors.

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Narrow is not the same as small.

(Starbucks is narrow, but it certainly isn’t

small.)

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Agency Brand Focus Revenue

Rapp Direct Marketing $364,000,000

Razorfish Digital Marketing $317,000,000

Carlson Marketing Promotional Marketing $172,250,000

CommonHealth Healthcare Marketing $141,800,000

InterBrand Branding & Identity $120,300,000

iCrossing Search Marketing $79,000,000

Dieste Hispanic Marketing $44,900,000

Narrow is not small

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Who we are

(That’s easy)

Who we are not

(That’s difficult)

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Serves every kind of destination

Serves every kind of traveler

Offers every class of service

Operates every kind of aircraft

Serves only well-traveled destinations

Serves one kind of traveler (leisure)

Offers only one class of service

Operates only one kind of aircraftUnprofitable for most of

the past decade and recently emerged from

bankruptcy.

Profitable every year since they started in

business 20 years ago.

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Defining your positioning by exploring three questions

What we do

What

Who we do it forWho

How we do it

How

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What

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What

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We know the “ruralpolitan” market.

Who

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Consumption-based marketing

Who

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How

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How

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What

Who

How

Your positioning can be found at the intersection

of:

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30-second elevator ride

5-minute phone discussion

60-minute presentation

You should be able to describe your positioning

in a:

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If you are positioned correctly, you can win the

battle before you fight.

Lord Wellington

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Ignition’s complete approach to agency positioning is outlined in the book “Positioning for Professionals” by Tim Williams.

Available at www.amazon.com

www.ignitiongroup.com

Ignition offers both guided and self-guided versions of it’s proprietary agency positioning program.