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)
    Purpose
    Principles
    Positioning
    Product
    People
    Promotion
    Process
    Place
    Performance
    What Makes Great Agencies Great
    The Best and All the Rest
    What Makes Great Agencies Great
    Tim Williams ignitionconsulting group www.ignitiongroup.com
  • 2. Positioning
  • 3. Can you describe your agency in 30 seconds?
  • 4. WHAT SEPARATES THE BEST FROM THE REST
    They stand for something.
  • 5. Recognized Name
    Commodity
    Brand
  • 6. “The common failing among agencies seeking new business is their inability or unwillingness to name what they stand for.”
    Agency search consultancy
    Jones Lundin Beals
  • 7. “The essence of strategy is choosing what not to do.”
    Michael Porter
    Harvard Business School
  • 8. Narrow is not
    the same as small.
  • 9. Product
  • 10. WHAT SEPARATES THE BEST FROM THE REST
    They do what they do best and find resources for the rest.
  • 11.
  • 12. BIG BRAINS
    small machine
    small brains
    BIG MACHINE
  • 13.
  • 14. The Hollywood Model
  • 15. Minimize the areas in which
    you are a commodity.
    Maximize the areas in which
    you can be a brand.
  • 16. Financial Capital
    Human Capital
    Intellectual Capital
  • 17. WHAT SEPARATES THE BEST FROM THE REST
    They are not professional
    service firms, but rather professional knowledge firms.
  • 18. CONSUMPTION-BASED MARKETING
  • 19. Culinary
    Public
    Relations
    Interactive
    Media
    FOODIQ™
  • 41. WHAT SEPARATES THE BEST FROM THE REST
    They know clients don’t need more information, they need more insight.
  • 42. Percent of marketers who agree that consumer insights are more important than they were five years ago:
    84%
    Source: “Marketing and Media Ecosystems 1020”, Association of National Advertisers, 2008
  • 43.
  • 44.
  • 45.
  • 46. WHAT SEPARATES THE BEST FROM THE REST
    They improve the process at the front end to improve the result at the back end.
  • 47. REWORK
    What is the leading cause of unprofitable assignments?
  • 48. “There’s never enough time to do it right the first time, but there’s always enough time to do it over.”
    Anonymous Copywriter
  • 49. Productive Work
    Process
    Productive Work
    Process
    Source: Steve McConnel: Software Project Survival Guide
  • 50. The best agencies do the best job on the front-end process
    • 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
  • WHAT SEPARATES THE BEST FROM THE REST
    They spend their ideation time on ideas, not execution.
  • 58. Computers don’t create concepts
  • 59. 8. Art directors will not be permitted to use Photoshop until an actual concept has been determined.
    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.
    “The Schenck Manifesto”
    Advertising Columnist Ernie Schenck
    Communication Arts, November 2005
  • 60. WHAT SEPARATES THE BEST FROM THE REST
    They have an extremely collaborative way of
    working together.
  • 61. SWARMING
  • 62. SWARMING
    Anyone can call a swarm.
    A swarm can happen anywhere.
    A swarm is informal.
    A swarm can be spontaneous.
    Not everybody has to be available to attend a swarm (they can catch up later).
    A swarm is not a traffic meeting.
    In a swarm, anyone can have a good idea.
  • 63. WHAT SEPARATES THE BEST FROM THE REST
    They have integrated digital into the fabric of the agency.
  • 64.
  • 65. THE NEW CREATIVE HYDRA
    Experience Design (XD)
    Interaction Design (ID)
    User Experience (UX)
    Information Architecture (IA)
    Writer
    Visual
    Designer
    Experience
    Designer
  • 66. WHAT SEPARATES THE BEST FROM THE REST
    They just keep coming back with better work.
  • 67. “Just keep coming back with better work.”
    Lee Clow
    TBWA/Chiat/Day
  • 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.
    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.”
  • 69. WIN-WIN OR NO DEAL
    Both parties have to be satisfied with the work.
  • 70. WHAT SEPARATES THE BEST FROM THE REST
    They don’t just create great work, they actually get it produced.
  • 71. “Fifty percent of doing good work is actually having it made. And getting it made means understanding the obstacles.”
    Paula Scher, Pentagram
  • 72. Tom Monahan
    Consultant and Creative Coach
    “You don’t sell your own product as well as you sell your client’s.
    You just don’t take the selling part of your job seriously enough.”
  • 73. Who is responsible for presenting the work?
    • The writer or art director
    • 74. The account executive
    • 75. The account planner
    My work
    My client
    My consumer
  • 76. WHAT SEPARATES THE BEST FROM THE REST
    They clarify client expectations every step
    of the way.
  • 77. Scope of Value
    Scope of Work
    • 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
  • EXPECTATIONS
    AUDIT
  • 83. Contract of Expectations
  • 84. This concludes Part 2 (of 3) of this free slideshow version of “The Best and All the Rest” from Ignition Consulting Group.
    What Makes Great Agencies Great
    The Best and All the Rest
    What Makes Great Agencies Great
    Tim Williams ignitionconsulting group www.ignitiongroup.com
  • 85. More information about seminars for marketing communications professionals on the Ignition website at www.ignitiongroup.com
    Please direct inquiries to info@ignitiongroup.com
    www.ignitiongroup.com