Recent Additions

Propulsion Blog: Could your agency use a new set of briefs?

April 15, 2007 | Author: Tim Williams

Sociologist Abraham Maslow said "He who is good with a hammer tends to see everything as a nail." Because agencies are skilled at advertising, we tend to produce ads. But increasingly, conventional advertising isn't always in the best interest of the brand. One of the ways we can break our mass media-centric habits is to transform the way we develop...

Propulsion Blog: Creating an agency of believers

March 15, 2007 | Author: Tim Williams

Your purpose is the agency's reason for being. Don't confuse purpose with the typical weak, soggy "mission statements" that hang unnoticed in the lobbies of countless companies across America. Most mission statements are a mélange of hyperbole that is neither unique nor motivating. How motivated would you be by meaningless "mission statements" like these? "To be an integrated marketing communications...

Propulsion Blog: Making account management relevant again

February 15, 2007 | Author: Tim Williams

The account manager should really become know as an "integration manager." The integration manager is in a position to inspire the creative and media team to go beyond their habitual use of traditional mass media. In fact, the brightest account people brief their teams by saying, "Let's say we couldn't use conventional advertising. How would we solve this marketing problem?"...

Propulsion Blog: Setting a value-based price

January 15, 2007 | Author: Tim Williams

Here are some of the key areas agencies should consider in setting a value-based price: Start by establishing not the scope of work, but rather what Tom Finneran at the AAAA calls the "Scope of Benefit" – that is, the value or benefit the agency is expected to provide for the client. You can then consider the question, "If we...

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"Professional services firms tend to talk about generic features. They also make the mistake of confusing a company mission with a positioning statement. Williams has done a great job of outlining the common pitfalls of positioning professional services firms while offering invaluable advice on how to avoid repeating them."

Beau Fraser, CEO of The Gate Worldwide

"Tim’s insights into the world of independent mid-sized agencies is incredible. Our session provided practical ideas we could put to use immediately."

David Bohan, CEO, Bohan

"Finally an advertising workshop with completely current and relevant information that really dives into the application of the ideas."

Sylvia Prentice, McKinnon Calderwood Advertising

"The concept of positioning was decades ahead of its time when it was born, and was all but forgotten when its time finally arrived. Except by Tim Williams. Nobody writing or consulting on the subject today has a stronger and more incisive grasp on what has become the most essential marketing principle of all. "

Bruce Philip, Author of The Orange Code: How ING Direct Succeeded by Being a Rebel with a Cause

"Working with Ignition, I feel we have come 10 years in one. The entire staff is much more engaged in their jobs because they have clear definition of who are and what we stand for. Differentiating the agency has allowed us to deliver more value-added service priced at more of a premium."

David Littlefield, CEO, Littefield

"Tim’s presentation was the most highly rated session at our workshop at the AAAA Management Conference. He wowed an audience of agency CEOs who often feel they’ve heard it all before."

Tom Phelan, Vice President, American Association of Advertising Agencies

"Tim Williams has evolved his knowledge of and passion for relevant and distinctive positioning to a new level. Every business manager who has responsibility for strategic planning or new business will benefit from Tim’s thorough exploration of positioning professional service brands."

Tom Finneran, Executive Vice President, American Association of Advertising Agencies

"Tim Williams has an exceptional ability to uncover an agency’s strengths and turn them into business opportunities."

Alan Bonine, General Manager, VitroRobertson

"Positioning for Professionals probes dimensions of differentiation that will make you think twice – what may seem natural to do in creating a strong position for your brand, may actually work against it. The book will help you think differently – and be more effective by going against your instincts."

Scott Morgan, President, Brunner

"I’ve been to my fair share of seminars. Yours, I’d have to say, was one of the best I’ve been to. I found myself relating to many of the scenarios you presented, and perhaps more importantly, aspiring to put into place many of the implications you outlined. It was a truly fascinating seminar..."

Nancy Bistritz, Director of Marketing, Nurun

Ignition Consulting Group™

Recent Additions

Propulsion Blog: Could your agency use a new set of briefs?

Propulsion Blog: Creating an agency of believers

Propulsion Blog: Making account management relevant again

Propulsion Blog: Setting a value-based price

Browse by topic:

Browse By Type

Checklists

Essential Reading

Evaluation Tools

Guides

RedPapers

Resources

The Ignition Store