Agency structure and core competencies
July 3, 2012 | Author: Ignition
The advertising agency business model was built largely on the idea that brand building is a long-term proposition, and that awareness builds with repetition. The dot-com era ushered in a school of thought that brands could and should be built much faster. Dot com marketers wanted an “instant brand” to accompany their “instant company.” But most students of brand development agree that strong brands are not built overnight. Branding just doesn’t work that way.
January 26, 2012 | Author: Ignition
Business is at the nexus of the Great Recession and the Great Transformation of Marketing. The tried-and-true marketing approaches, born of an advertising industry that is more than 100 years old, are losing their effectiveness.
December 5, 2011 | Author: Ignition
Agencies need both generalists and specialists. Generalists are the people who need to know a little about a lot. Specialists know a lot about a little. Both are important roles, and both are essential in order to effectively serve today’s clients.
August 15, 2011 | Author: Ignition
The long tail of modern day economics is driving ever-more specialized companies, professionals, and workers. This is manifest in the advertising and marketing world in the wide diversity of firms serving different segments and phases of product marketing.
August 3, 2011 | Author: Ignition
One of the really useful ways to orient your firm more effectively to the new realities of today’s marketing environment is to learn and embrace the concept of “adaptive marketing.”
April 21, 2011 | Author: Ignition
Name a great organization, and you’ll find two different and complimentary skill sets behind its success. One skill set is about vision, strategy, and entrepreneurship. The other is about planning, conscientiousness and systematic effort.
March 23, 2011 | Author: Ignition
Part of the reason agencies are stuck in a cycle of producing traditional solutions is because we still rely on outmoded tools. Today, creativity is manifest in how and where the message appears (not just what it says). Just having a traditional creative brief to guide us is an incomplete solution.
March 3, 2011 | Author: Ignition
Despite the fact that clients seem to always be demanding faster and cheaper, marketers don’t hire agencies to be efficient, but rather to be effective. Understanding that you’re in the effectiveness business – not the efficiency business – is the foundation of your firm’s future success.
February 24, 2011 | Author: Ignition
Over the past decade, Ignition has observed a set of factors that contribute to an agency’s growth as well as those that predict decline. This list can serve as a discussion checklist for a productive offsite planning session with senior managers.
February 8, 2011 | Author: Ignition
Imagine that you’re driving down a country road and you see a homespun, handmade cardboard sign that reads “Fresh Eggs. $2.99 per dozen.” If you enjoy a good omelet, you might be tempted to pull off the road and buy some eggs. You get in your car and continue down the same road and come upon another handmade cardboard sign that reads “Flying Lessons.” Most likely, few of us would take advantage of that opportunity.
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