Positioning Your Firm Isn't Logical
Logic says your agency will grow faster by targeting the “general market.” But some of the largest and fastest-growing agency brands are squarely focused on a particular type of client, not every type of client …
Is Your Firm Risking Enough?
Agencies, like most businesses in today’s economy, are going to great lengths to avoid risk. It’s easy to assume that the least risky path is to pull in your horns and keep plowing forward with your current business model. This is essentially the strategy of “just try harder.”
Without Execution, Your Firm Doesn't Have A Strategy
Executing your strategy isn’t just an important thing; it’s the only thing. Unless you actually put your initiatives into action, nothing will have been accomplished. Without execution, there is no strategy. And if you really analyze the agency landscape you’ll realize that the main difference between mediocre agencies and great ones is not vision, but execution …
What Predicts Your Firm's Success?
Most of these financial reports are merely a summary of lagging indicators; they are like looking in the rear view mirror. They give you an understanding only of what has happened, but very little understanding of what is likely to happen in the months and years to come.
Questions You Can't Answer If You Don't Have a Positioning Strategy
Ignition has come to believe that the only way to answer these questions effectively is to first find the answer to a much bigger question: What is our positioning? Unless you know what the agency stands for, how can you possibly make effective decisions about how to run it?
Why Agency Professionals Are Volunteers, Not Employees
Perhaps one of the reasons for the use of these demeaning words is agency managers do not understand the worth of their people because they cannot be measured as exactly as accountants record assets and other tangible resources …
Why Marketers Favor a Change In Agency Compensation
It surprises most agency professionals to learn that many clients are intensely interested in exploring a value-based compensation arrangement with their agencies. A recent position paper from the Association of National Advertisers (ANA) states it clearly: “Traditional metrics used in today’s cost-plus compensation agreements (usually based on time) have no relationship with the external value created for the client in today’s intellectual capital economy.
