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Part 2 - The Best and All the Rest: What Makes Great Agencies Great
Part 2 - The Best and All the Rest: What Makes Great Agencies Great
Part 2 - The Best and All the Rest: What Makes Great Agencies Great
Part 2 - The Best and All the Rest: What Makes Great Agencies Great
Part 2 - The Best and All the Rest: What Makes Great Agencies Great
Part 2 - The Best and All the Rest: What Makes Great Agencies Great
Part 2 - The Best and All the Rest: What Makes Great Agencies Great
Part 2 - The Best and All the Rest: What Makes Great Agencies Great
Part 2 - The Best and All the Rest: What Makes Great Agencies Great
Part 2 - The Best and All the Rest: What Makes Great Agencies Great
Part 2 - The Best and All the Rest: What Makes Great Agencies Great
Part 2 - The Best and All the Rest: What Makes Great Agencies Great
Part 2 - The Best and All the Rest: What Makes Great Agencies Great
Part 2 - The Best and All the Rest: What Makes Great Agencies Great
Part 2 - The Best and All the Rest: What Makes Great Agencies Great
Part 2 - The Best and All the Rest: What Makes Great Agencies Great
Part 2 - The Best and All the Rest: What Makes Great Agencies Great
Part 2 - The Best and All the Rest: What Makes Great Agencies Great
Part 2 - The Best and All the Rest: What Makes Great Agencies Great
Part 2 - The Best and All the Rest: What Makes Great Agencies Great
Part 2 - The Best and All the Rest: What Makes Great Agencies Great
Part 2 - The Best and All the Rest: What Makes Great Agencies Great
Part 2 - The Best and All the Rest: What Makes Great Agencies Great
Part 2 - The Best and All the Rest: What Makes Great Agencies Great
Part 2 - The Best and All the Rest: What Makes Great Agencies Great
Part 2 - The Best and All the Rest: What Makes Great Agencies Great
Part 2 - The Best and All the Rest: What Makes Great Agencies Great
Part 2 - The Best and All the Rest: What Makes Great Agencies Great
Part 2 - The Best and All the Rest: What Makes Great Agencies Great
Part 2 - The Best and All the Rest: What Makes Great Agencies Great
Part 2 - The Best and All the Rest: What Makes Great Agencies Great
Part 2 - The Best and All the Rest: What Makes Great Agencies Great
Part 2 - The Best and All the Rest: What Makes Great Agencies Great
Part 2 - The Best and All the Rest: What Makes Great Agencies Great
Part 2 - The Best and All the Rest: What Makes Great Agencies Great
Part 2 - The Best and All the Rest: What Makes Great Agencies Great
Part 2 - The Best and All the Rest: What Makes Great Agencies Great
Part 2 - The Best and All the Rest: What Makes Great Agencies Great
Part 2 - The Best and All the Rest: What Makes Great Agencies Great
Part 2 - The Best and All the Rest: What Makes Great Agencies Great
Part 2 - The Best and All the Rest: What Makes Great Agencies Great
Part 2 - The Best and All the Rest: What Makes Great Agencies Great
Part 2 - The Best and All the Rest: What Makes Great Agencies Great
Part 2 - The Best and All the Rest: What Makes Great Agencies Great
Part 2 - The Best and All the Rest: What Makes Great Agencies Great
Part 2 - The Best and All the Rest: What Makes Great Agencies Great
Part 2 - The Best and All the Rest: What Makes Great Agencies Great
Part 2 - The Best and All the Rest: What Makes Great Agencies Great
Part 2 - The Best and All the Rest: What Makes Great Agencies Great
Part 2 - The Best and All the Rest: What Makes Great Agencies Great
Part 2 - The Best and All the Rest: What Makes Great Agencies Great
Part 2 - The Best and All the Rest: What Makes Great Agencies Great
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Part 2 - The Best and All the Rest: What Makes Great Agencies Great

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An exploration of the practices of the most widely-admired advertising agencies. (Part 2 of 3).

An exploration of the practices of the most widely-admired advertising agencies. (Part 2 of 3).

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  • 1. Part 2(of 3)<br />Purpose<br />Principles<br />Positioning<br />Product<br />People<br />Promotion<br />Process<br />Place<br />Performance <br />What Makes Great Agencies Great<br /> The Best and All the Rest<br /> What Makes Great Agencies Great<br />Tim Williams ignitionconsulting group www.ignitiongroup.com<br />
  • 2. Positioning<br />
  • 3. Can you describe your agency in 30 seconds?<br />
  • 4. WHAT SEPARATES THE BEST FROM THE REST<br />They stand for something.<br />
  • 5. Recognized Name<br />Commodity<br />Brand<br />
  • 6. “The common failing among agencies seeking new business is their inability or unwillingness to name what they stand for.”<br />Agency search consultancy<br />Jones Lundin Beals<br />
  • 7. “The essence of strategy is choosing what not to do.”<br />Michael Porter<br />Harvard Business School<br />
  • 8. Narrow is not <br />the same as small.<br />
  • 9. Product<br />
  • 10. WHAT SEPARATES THE BEST FROM THE REST<br />They do what they do best and find resources for the rest.<br />
  • 11.
  • 12. BIG BRAINS<br />small machine<br />small brains<br />BIG MACHINE<br />
  • 13.
  • 14. The Hollywood Model<br />
  • 15. Minimize the areas in which <br />you are a commodity.<br />Maximize the areas in which <br />you can be a brand.<br />
  • 16. Financial Capital<br />Human Capital<br />Intellectual Capital<br />
  • 17. WHAT SEPARATES THE BEST FROM THE REST<br />They are not professional <br />service firms, but rather professional knowledge firms.<br />
  • 18. CONSUMPTION-BASED MARKETING<br />
  • 19. Culinary<br />Public<br />Relations<br />Interactive<br />Media<br /><ul><li>Menu Gap Analysis
  • 20. F&B Intelligence
  • 21. Consumer
  • 22. Operator
  • 23. Trends
  • 24. Culinary Concepts
  • 25. Recipe Development
  • 26. Culinary Writing
  • 27. Chain Account Presentations
  • 28. Trade Show Representation
  • 29. Culinary Consulting
  • 30. Press Releases
  • 31. Event Planning & Management
  • 32. Product Releases
  • 33. Strategy/Planning
  • 34. Web Apps/Brand Sites
  • 35. Application Service Products
  • 36. Usability
  • 37. Rich Media/Outbound Comm
  • 38. Media Planning
  • 39. Media Buying
  • 40. Schedule Maintenance</li></ul>FOODIQ™<br />
  • 41. WHAT SEPARATES THE BEST FROM THE REST<br />They know clients don’t need more information, they need more insight.<br />
  • 42. Percent of marketers who agree that consumer insights are more important than they were five years ago:<br />84%<br />Source: “Marketing and Media Ecosystems 1020”, Association of National Advertisers, 2008<br />
  • 43.
  • 44.
  • 45.
  • 46. WHAT SEPARATES THE BEST FROM THE REST<br />They improve the process at the front end to improve the result at the back end.<br />
  • 47. REWORK<br />What is the leading cause of unprofitable assignments?<br />
  • 48. “There’s never enough time to do it right the first time, but there’s always enough time to do it over.”<br />Anonymous Copywriter<br />
  • 49. Productive Work<br />Process<br />Productive Work<br />Process<br />Source: Steve McConnel: Software Project Survival Guide<br />
  • 50. The best agencies do the best job on the front-end process<br /><ul><li> Clarifying client expectations
  • 51. Clearly defining scope of work
  • 52. Collecting more complete information
  • 53. Writing more complete briefs
  • 54. Giving better briefings
  • 55. Breaking out work in phases
  • 56. Previewing the direction with the client
  • 57. Avoiding false starts</li></li></ul><li>WHAT SEPARATES THE BEST FROM THE REST<br />They spend their ideation time on ideas, not execution.<br />
  • 58. Computers don’t create concepts<br />
  • 59. 8. Art directors will not be permitted to use Photoshop until an actual concept has been determined.<br />25. Copywriters shall glue their laptops shut for a period of one month during which they will reacquaint themselves with a pad of paper and a No. 2 pencil.<br />“The Schenck Manifesto”<br />Advertising Columnist Ernie Schenck<br />Communication Arts, November 2005<br />
  • 60. WHAT SEPARATES THE BEST FROM THE REST<br />They have an extremely collaborative way of <br />working together.<br />
  • 61. SWARMING<br />
  • 62. SWARMING<br />Anyone can call a swarm.<br />A swarm can happen anywhere.<br />A swarm is informal.<br />A swarm can be spontaneous.<br />Not everybody has to be available to attend a swarm (they can catch up later).<br />A swarm is not a traffic meeting.<br />In a swarm, anyone can have a good idea.<br />
  • 63. WHAT SEPARATES THE BEST FROM THE REST<br />They have integrated digital into the fabric of the agency.<br />
  • 64.
  • 65. THE NEW CREATIVE HYDRA<br />Experience Design (XD)<br />Interaction Design (ID)<br />User Experience (UX)<br />Information Architecture (IA)<br />Writer<br />Visual <br />Designer<br />Experience <br />Designer<br />
  • 66. WHAT SEPARATES THE BEST FROM THE REST<br />They just keep coming back with better work.<br />
  • 67. “Just keep coming back with better work.”<br />Lee Clow<br />TBWA/Chiat/Day<br />
  • 68. “We don’t believe the process of creating advertising has to be painful. We have absolutely no desire to come to work and spend the day arguing with our clients.<br />What we do have is an ability to work very hard until everybody is satisfied. This is our belief. This is the way we work.”<br />
  • 69. WIN-WIN OR NO DEAL<br />Both parties have to be satisfied with the work.<br />
  • 70. WHAT SEPARATES THE BEST FROM THE REST<br />They don’t just create great work, they actually get it produced.<br />
  • 71. “Fifty percent of doing good work is actually having it made. And getting it made means understanding the obstacles.”<br />Paula Scher, Pentagram<br />
  • 72. Tom Monahan<br />Consultant and Creative Coach<br />“You don’t sell your own product as well as you sell your client’s. <br />You just don’t take the selling part of your job seriously enough.”<br />
  • 73. Who is responsible for presenting the work?<br /><ul><li> The writer or art director
  • 74. The account executive
  • 75. The account planner</li></ul>My work<br />My client<br />My consumer<br />
  • 76. WHAT SEPARATES THE BEST FROM THE REST<br />They clarify client expectations every step <br />of the way.<br />
  • 77. Scope of Value<br />Scope of Work<br /><ul><li> Business objectives
  • 78. Roles and responsibilities of agency vs. client
  • 79. Special client factors
  • 80. Process for reviewing and approving work
  • 81. Measures of success
  • 82. Definition of what constitutes good work</li></li></ul><li>EXPECTATIONS <br />AUDIT<br />
  • 83. Contract of Expectations<br />
  • 84. This concludes Part 2 (of 3) of this free slideshow version of “The Best and All the Rest” from Ignition Consulting Group.<br />What Makes Great Agencies Great<br /> The Best and All the Rest<br /> What Makes Great Agencies Great<br />Tim Williams ignitionconsulting group www.ignitiongroup.com<br />
  • 85. More information about seminars for marketing communications professionals on the Ignition website at www.ignitiongroup.com<br /> Please direct inquiries to info@ignitiongroup.com<br />www.ignitiongroup.com<br />

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