December 5, 2011 | Author: Tim Williams
95% of agency websites prominently feature the words “full service” somewhere in the first few sentences. (No wonder clients have a difficult time differentiating between agencies if everyone claims the exact same business model.) But in reality, very few agencies really do serve clients in a “full-service” way. Here’s why.
According to research from the Association of National Advertisers (ANA), Fortune 500 companies have an average of 17 agency relationships. Not a single one of them have an actual “Agency of Record.” They may have what they consider to be a “lead creative agency,” but that’s hardly the same...
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November 22, 2011 | Author: Tim Williams
Lack of focus in professional service firms like advertising agencies is unfortunately the norm instead of the exception. Diversification is a natural human response to help mitigate uncertainty. The problem is that diversification is not really a business strategy, but rather the avoidance of...
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November 15, 2011 | Author: Tim Williams
A lot of agencies have a new way of describing themselves: “We’re brand storytellers.” If your firm considers storytelling to be a core competency, you can’t really deliver on this promise without a very different approach to your internal process and structure.
A lot of agencies have a new way of describing themselves: “We’re brand storytellers.” If your firm considers storytelling to be a core competency, you can’t really deliver on this promise without a very different approach to your internal process and structure.
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November 7, 2011 | Author: Tim Williams
A new agency positioning strategy may take time to get established. In some cases, it even means your firm might have to be willing to “shrink to grow” by exercising much more careful client selection. But inevitably you will hit a “tipping point” where your investment in the new strategy will have a multiplying effect.
The effects on your business of committing to a focus that makes the most of your strengths can be not just incremental, but exponential. It’s actually very similar to the growth pattern often seen in the digital world, sometimes referred to as the “network effect.”
Slow at first, then rapid...
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October 26, 2011 | Author: Tim Williams
Next Friday you have a new business presentation that requires spec research, spec thinking, and spec concepts executed in multiple channels. You have engaged your very best people and they have given you their very best work.
One possible outcome is that despite all this great work, you don’t...
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