I once heard the ECD of one of America’s most respected agencies say, “If you get the structure right, everything else will take care of itself.” The more I think about it, the more I think he’s right.
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Developing a relevant, differentiating positioning strategy is difficult enough, but actually bringing it to life throughout your organization is the real work. What are the most effective ways to live your strategy?
Why is there so much rework on a lot of agency projects? Because most agencies are so submerged with “rush” work (now the rule instead of the exception) that most assignments are initiated with incomplete information, no brief, no briefing – only a job number and a due date.
At a time when prospective clients are scarce, it’s easy to be lured into the belief that some new business is better than no new business. The self-talk among agency executives is that the account “will help keep the lights on.”
What is the primary reason agencies don’t deliver more innovative solutions for their clients? Lack of talent? Lack of time? In my experience, the latter is much more of a factor than the former.
You would like your employees – or team members – to work harder. To care more about the agency and its clients. To put in more time, show more effort, or do a better job.