Guides
A series of useful and thought-provoking guides
Moving successfully through the stages of digital integration
March 1, 2012 | Author: Ignition
Among established agencies, how many would you say have fully and successfully made the transition from “traditional” to “digital?” Ignition’s answer is only about 20%. That’s not to say the other 80% aren’t doing any digital work; of course most of them are. But that doesn’t mean they have crossed the digital chasm.
Top 10 Imperatives for Agency Success
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.
The roles of generalists and specialists in agencies
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.
Achieving Integration Inside Your Agency
November 16, 2011 | Author: Ignition
Have you ever met an advertising agency that doesn’t describe itself as “integrated?” Not likely. It’s actually one of those words – like quality and leadership – that has almost lost its meaning because it’s used so much.
Achieving Integration in the Marketplace
November 3, 2011 | Author: Ignition
For the last 50 years, the standard for an “integrated’ marketing program has been the “matching luggage” school of advertising. In today’s world of 24/7 multichannel branded content, it’s time for a new definition.
An agency in search of a purpose?
September 26, 2011 | Author: Ignition
In the Zen tradition there’s a story about a man on a horse who is racing through a village. A villager shouts to the man, “Where are you going so fast?” “I don’t know,” replies the rider, “ask the horse!” Many firms start out as a purpose in search of assets only to later become an asset in search of a purpose. Which are you?
Assessing the health of the agency culture
September 13, 2011 | Author: Ignition
Agency culture is hard to define and harder still to measure. Just the same, it’s important for agency leadership to get a sense for how associates feel about the climate, morale, and “people issues” of the agency. Here are 25 key questions to ask (anonymously) in the form of a written survey. All questions should be answered as follows...
The disaggregation of agency services and where your firm fits in
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.
Adapting your agency to adaptive 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.”
Becoming a Category of One
July 25, 2011 | Author: Ignition
Podcast guide on "Becoming a Category of One"
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