Part 2(of 3)<br />Purpose<br />Principles<br />Positioning<br />Product<br />People<br />Promotion<br />Process<br />Place...
Positioning<br />
Can you describe your agency in 30 seconds?<br />
WHAT SEPARATES THE BEST FROM THE REST<br />They stand for something.<br />
	Recognized Name<br />Commodity<br />Brand<br />
“The common failing among agencies seeking new business is their inability or unwillingness to name what they stand for.”<...
“The essence of strategy is choosing what not to do.”<br />Michael Porter<br />Harvard Business School<br />
Narrow is not <br />the same as small.<br />
Product<br />
WHAT SEPARATES THE BEST FROM THE REST<br />They do what they do best and find resources for the rest.<br />
BIG BRAINS<br />small machine<br />small brains<br />BIG MACHINE<br />
The Hollywood Model<br />
Minimize the areas in which <br />you are a commodity.<br />Maximize the areas in which <br />you can be a brand.<br />
Financial Capital<br />Human Capital<br />Intellectual Capital<br />
WHAT SEPARATES THE BEST FROM THE REST<br />They are not professional <br />service firms, but rather professional knowledg...
CONSUMPTION-BASED MARKETING<br />
Culinary<br />Public<br />Relations<br />Interactive<br />Media<br /><ul><li>Menu Gap Analysis
F&B Intelligence
Consumer
Operator
Trends
Culinary Concepts
Recipe Development
Culinary Writing
Chain Account Presentations
Trade Show Representation
Culinary Consulting
Press Releases
Event Planning & Management
Product Releases
Strategy/Planning
Web Apps/Brand Sites
Application Service Products
Usability
Rich Media/Outbound Comm
Media Planning
Media Buying
Schedule Maintenance</li></ul>FOODIQ™<br />
WHAT SEPARATES THE BEST FROM THE REST<br />They know clients don’t need more information, they need more insight.<br />
Percent of marketers who agree that consumer insights are more important than they were five years ago:<br />84%<br />Sour...
WHAT SEPARATES THE BEST FROM THE REST<br />They improve the process at the front end to improve the result at the back end...
REWORK<br />What is the leading cause of unprofitable assignments?<br />
“There’s never enough time to do it right the first time, but there’s always enough time to do it over.”<br />Anonymous Co...
Productive Work<br />Process<br />Productive Work<br />Process<br />Source: Steve McConnel: Software Project Survival Guid...
The best agencies do the best job on the front-end process<br /><ul><li> Clarifying client expectations
 Clearly defining scope of work
 Collecting more complete information
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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).

Published in: Business, Technology

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

  1. 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. 2. Positioning<br />
  3. 3. Can you describe your agency in 30 seconds?<br />
  4. 4. WHAT SEPARATES THE BEST FROM THE REST<br />They stand for something.<br />
  5. 5. Recognized Name<br />Commodity<br />Brand<br />
  6. 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. 7. “The essence of strategy is choosing what not to do.”<br />Michael Porter<br />Harvard Business School<br />
  8. 8. Narrow is not <br />the same as small.<br />
  9. 9. Product<br />
  10. 10. WHAT SEPARATES THE BEST FROM THE REST<br />They do what they do best and find resources for the rest.<br />
  11. 11.
  12. 12. BIG BRAINS<br />small machine<br />small brains<br />BIG MACHINE<br />
  13. 13.
  14. 14. The Hollywood Model<br />
  15. 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. 16. Financial Capital<br />Human Capital<br />Intellectual Capital<br />
  17. 17. WHAT SEPARATES THE BEST FROM THE REST<br />They are not professional <br />service firms, but rather professional knowledge firms.<br />
  18. 18. CONSUMPTION-BASED MARKETING<br />
  19. 19. Culinary<br />Public<br />Relations<br />Interactive<br />Media<br /><ul><li>Menu Gap Analysis
  20. 20. F&B Intelligence
  21. 21. Consumer
  22. 22. Operator
  23. 23. Trends
  24. 24. Culinary Concepts
  25. 25. Recipe Development
  26. 26. Culinary Writing
  27. 27. Chain Account Presentations
  28. 28. Trade Show Representation
  29. 29. Culinary Consulting
  30. 30. Press Releases
  31. 31. Event Planning & Management
  32. 32. Product Releases
  33. 33. Strategy/Planning
  34. 34. Web Apps/Brand Sites
  35. 35. Application Service Products
  36. 36. Usability
  37. 37. Rich Media/Outbound Comm
  38. 38. Media Planning
  39. 39. Media Buying
  40. 40. Schedule Maintenance</li></ul>FOODIQ™<br />
  41. 41. WHAT SEPARATES THE BEST FROM THE REST<br />They know clients don’t need more information, they need more insight.<br />
  42. 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. 43.
  44. 44.
  45. 45.
  46. 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. 47. REWORK<br />What is the leading cause of unprofitable assignments?<br />
  48. 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. 49. Productive Work<br />Process<br />Productive Work<br />Process<br />Source: Steve McConnel: Software Project Survival Guide<br />
  50. 50. The best agencies do the best job on the front-end process<br /><ul><li> Clarifying client expectations
  51. 51. Clearly defining scope of work
  52. 52. Collecting more complete information
  53. 53. Writing more complete briefs
  54. 54. Giving better briefings
  55. 55. Breaking out work in phases
  56. 56. Previewing the direction with the client
  57. 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. 58. Computers don’t create concepts<br />
  59. 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. 60. WHAT SEPARATES THE BEST FROM THE REST<br />They have an extremely collaborative way of <br />working together.<br />
  61. 61. SWARMING<br />
  62. 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. 63. WHAT SEPARATES THE BEST FROM THE REST<br />They have integrated digital into the fabric of the agency.<br />
  64. 64.
  65. 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. 66. WHAT SEPARATES THE BEST FROM THE REST<br />They just keep coming back with better work.<br />
  67. 67. “Just keep coming back with better work.”<br />Lee Clow<br />TBWA/Chiat/Day<br />
  68. 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. 69. WIN-WIN OR NO DEAL<br />Both parties have to be satisfied with the work.<br />
  70. 70. WHAT SEPARATES THE BEST FROM THE REST<br />They don’t just create great work, they actually get it produced.<br />
  71. 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. 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. 73. Who is responsible for presenting the work?<br /><ul><li> The writer or art director
  74. 74. The account executive
  75. 75. The account planner</li></ul>My work<br />My client<br />My consumer<br />
  76. 76. WHAT SEPARATES THE BEST FROM THE REST<br />They clarify client expectations every step <br />of the way.<br />
  77. 77. Scope of Value<br />Scope of Work<br /><ul><li> Business objectives
  78. 78. Roles and responsibilities of agency vs. client
  79. 79. Special client factors
  80. 80. Process for reviewing and approving work
  81. 81. Measures of success
  82. 82. Definition of what constitutes good work</li></li></ul><li>EXPECTATIONS <br />AUDIT<br />
  83. 83. Contract of Expectations<br />
  84. 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. 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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