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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

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