By Tim Williams

By Tim Williams

As brands, agencies have an opportunity to differentiate themselves in every aspect of their business practices – not just the website and agency brochure.

Following are some of the areas – many of them overlooked – where marketing communications firms have an opportunity to show that they’re both better and different.


  • Brand audits
  • Brand development approach
  • Strategic planning approach
  • Creative development system
  • Production system
  • Secondary research system
  • Concept testing approach
  • Research approach
  • Project management system
  • Job processing system
  • Client reporting system
  • Client metrics measurement system
  • Client relationship evaluation system
  • New client start-up system
  • Brand reviews
  • Plans and recommendations
  • Strategic alliances and business partnerships


  • Agency organization and structure
  • Recruiting approach
  • Employee interviewing and evaluation system
  • Employment agreement system
  • New employee orientation system
  • Performance review approach
  • Agency meetings
  • Staff and management training
  • Employee compensation
  • Employee recognition and rewards
  • Administrative help approach


  • Agency brand identity
  • Prospective client identification
  • Marketing materials
  • Agency publicity
  • Directories and listings
  • Speaking program
  • Agency search consultant contact
  • RFPs and questionnaires
  • New business presentations
  • Web site
  • Marketing the agency brand online


  • Compensation systems
  • Estimating system
  • Billing system
  • Profit sharing system


  • Agency offices
  • Resources and furnishings
  • Intranet and extranets
  • Internet and e-mail policies