Part 3 - 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 3 or 3)

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

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  • *Analytics is built into the model of DraftFCB with the “Data Strategist” function.*(Experience Architects is media.)

Transcript

  • 1. Part 3(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. People
  • 3. Percent of Americans who feel miscast in their job?
    85%
  • 4. WHAT SEPARATES THE BEST FROM THE REST
    They cast people in roles that make the most of their strengths.
  • 5. Knowledge
    Skills
    Talents
  • 6. People with outstanding strengths
    have outstanding weaknesses.
    Where there are peaks,
    there are valleys.
  • 7.
  • 8. WHAT SEPARATES THE BEST FROM THE REST
    They have mastered the art of deciding what not to do.
  • 9. “An increasingly common condition called “attention deficit trait” is turning steady executives into frenzied underachievers.”
    Source: Edward M. Hallowell, “Why Smart People Underperform,” Harvard Business Review, January 2005
  • 10. Office workers interrupted:
    56
    times per day
    80
    % of interruptions are trivial
    Source: John White, Priority Management
  • 11. Constantly checking e-mail and voice mail temporarily lowers your IQ more than smoking marijuana does.
    Source: Alan L. Nelson, CRA Inc. in “Fast Company,” October 2005
  • 12. WHAT SEPARATES THE BEST FROM THE REST
    They are organized for where our business is going, not where it’s been.
  • 13. A NEW AGENCY CONCEPT
  • 14.
  • 15. Content Development
    Content Management
    Content Distribution
  • 16. Promotion
  • 17. WHAT SEPARATES THE BEST FROM THE REST
    They show how
    they’re different.
  • 18. Top 10 things agencies say about themselves
    Full service
    Integrated
    Wide range of experience
    Strategic
    Team approach
    Creative thinking
    Senior people
    Marketing partnership
    Awards
    Results
  • 19.                                              
    SMITH ADVERTISING is a full-service, integrated marketing communications firm serving a wide range of clients from health care to high technology.
    From advertising to public relations, we offer comprehensive solutions to every client's need.
    Do you stand out?
  • 20. Most common topics in agency
    self-promotion literature
    Most common topics clients say
    they are least interested in
  • Burn the credentials
  • 32. Not a capabilities presentation, but apoint of view presentation.
  • 33. “The greatest danger facing a brand is not rejection, but indifference.”
    Adam Morgan
  • 34. WHAT SEPARATES THE BEST FROM THE REST
    They market their brand so
    they don’t have to sell it.
  • 35. “The aim of marketing is to make selling superfluous.”
    Peter Drucker
  • 36. Agency 2.0 Marketing
  • 37. Process
  • 38. WHAT SEPARATES THE BEST FROM THE REST
    They get paid for the value they create instead of the hours they work.
  • 39. What are your clients really buying?
    What are you really selling?
  • 40.
  • 41. “All of our compensation agreements are experiments in value.”
    Carl Johnson, Partner
  • 42. “We have as many compensation approaches as we do clients.”
    Jeff Hicks, CEO
    Crispin Porter + Bogusky
  • 43. “Wherever possible, we try to align our own economic interests with those of the client.”
    Barry Dudley, CFO
  • 44. WHAT SEPARATES THE BEST FROM THE REST
    They measure success to demonstrate accountability to their clients.
  • 45.
  • 46. CHIEF
    MEASUREMENT
    OFFICER
  • 47.
  • 48. Essential Role of Analytics
  • 49. Place
  • 50. WHAT SEPARATES THE BEST FROM THE REST
    They pay attention to
    the touch points of
    their own brand.
  • 51.
  • 52.
  • 53.
  • 54.
  • 55.
  • 56.
  • 57.
  • 58. Performance
  • 59. WHAT SEPARATES THE BEST FROM THE REST
    They walk their talk.
  • 60. Why do agency initiatives fail?
  • 61. How do you do it?
    (Do you want to do it?)
    How long will it take?
    (How much do you want to do it?)
    How much will it cost?
    (What’s it worth to you?)
    How do you get these other people to do it?
    (Do you want to do it?)
    How have others done it?
    (Are you up to the challenge of doing something that’s never been done before?)
  • 62. “There is always time to do things that really matter. If we don’t have time to do something, it’s a sign that it doesn’t matter.
    “If we love going fast, then we need to ask what we are postponing. If we claim that going fast isn’t our choice, but is a dictate of our world, then we have yet to claim our freedom.”
    Peter Block
  • 63. This concludes Part 3 (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
  • 64. 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