Positioning Your Agency for Success

Successful agencies do for themselves what they do for their clients: develop a distinctive brand. But they are usually so eager to be a “full-service integrated agency” that they try to stand for everything.

This example-packed seminar shows how agencies can dramatically improve their success by putting a stake in the ground and claiming a relevant, differentiating positioning. We’ll explore how a clear positioning leads to:

• A well-defined set of criteria for identifying the clients who want the agency for what it does best.
• A stronger win ratio in new business, because the agency is playing to its strengths.
• Clearer direction for how the agency should spend its time, money and resources.
• A broader — not narrower — geographical market area.
• Fewer competitors, because there will be fewer agencies who do what you do.
• Better margins, because specialists command premium pricing.
• A business model that increases the agency’s value and relevance to clients.

This hands-on workshop is built around the thesis that agencies shouldn’t just focus on becoming better, but becoming different. We’ll explore how to develop a differentiating business strategy based on your agency’s core competencies – what you do best.

We’ll look at innovative positioning options and show how finding a focus has led to success for other marketing communications firms. In the process, we’ll investigate some of the most important strategic issues and opportunities agencies face today, including:

• Discovering what has made your agency successful up to this point.
• Defining what business you’re really in.
• Why an effective agency positioning means appealing to some clients, but not all clients.
• Giving prospects outside your marketplace a compelling reason to do business with you.
• Aligning your agency brand throughout all departments and disciplines of your organization.

Most importantly, this workshop show how it’s possible to stop chasing business and have business start chasing you. That’s because when marketers and agencies know who you are and what you stand for, they seek you out. Instead of being mildly appealing to a broad group of prospects, you are intensely appealing to a select group of prospects — prospects who want the agency for what it does best.

This seminar is designed exclusively for senior level leaders and managers of advertising agencies and other marketing communications firms.

The instructor is Tim Williams, founder of Ignition, a leading consultancy devoted to helping marketing communications firms create and capture more value.

In his role as author, teacher, and consultant, Tim works with marketing organizations throughout the U.S. and abroad. He is a speaker and workshop leader for organizations such as the American Association of Advertising Agencies, American Advertising Federation, Association of National Advertisers, American Marketing Association, CBS Television, National Public Radio, The One Club, numerous agency networks, and individual agencies ranging from large multinationals to small independents.

Tim is the former president of R&R Partners (creators of the “What happens here stays here” campaign for Las Vegas), and has was founder of his own firm, now known as Richter 7. During his experience at agencies like Ogilvy & Mather in New York and elsewhere, Tim was responsible for such brands as COMPAQ, CBS Television, Jeep, IBM, and American Express.

As a recognized thought leader in the advertising and marketing business, Tim contributes to leading trade and business magazines including Advertising Age, Adweek, Communication Arts, Admap, Marketing News, and The Advertiser.

He is author of the book “Take a Stand for Your Brand: Building a Great Agency Brand from the Inside Out”, recognized as the standard for agency brand development.