Part 3(of 3)<br />Purpose<br />Principles<br />Positioning<br />Product<br />People<br />Promotion<br />Process<br />Place...
People<br />
Percent of Americans who feel miscast in their job?<br />85%<br />
WHAT SEPARATES THE BEST FROM THE REST<br />They cast people in roles that make the most of their strengths.<br />
Knowledge<br />Skills<br />Talents<br />
People with outstanding strengths <br />have outstanding weaknesses.<br />Where there are peaks, <br />there are valleys.<...
WHAT SEPARATES THE BEST FROM THE REST<br />They have mastered the art of deciding what not to do.<br />
“An increasingly common condition called “attention deficit trait” is turning steady executives into frenzied underachieve...
Office workers interrupted:<br />56<br />times per day<br />80<br />% of interruptions are trivial<br />Source: John White...
	Constantly checking e-mail and voice mail temporarily lowers your IQ more than smoking marijuana does.<br />Source: Alan ...
WHAT SEPARATES THE BEST FROM THE REST<br />They are organized for where our business is going, not where it’s been.<br />
A NEW AGENCY CONCEPT<br />
Content Development<br />Content Management<br />Content Distribution<br />
Promotion<br />
WHAT SEPARATES THE BEST FROM THE REST<br />They show how <br />they’re different.<br />
Top 10 things agencies say about themselves<br />Full service<br />Integrated<br />Wide range of experience<br />Strategic...
                                             <br />SMITH ADVERTISING is a full-service, integrated marketing communication...
Most common topics in agency <br />self-promotion literature<br />Most common topics clients say <br />they are least inte...
 Billings
 Years in business
 Number of offices
 Departments and disciplines
 Agency growth history
 Staff size
 Billings
 Years in business
 Number of offices
 Departments and disciplines
 Agency growth history</li></li></ul><li>Burn the credentials<br />
Not a capabilities presentation, but apoint of view presentation.<br />
“The greatest danger facing a brand is not rejection, but indifference.”<br />Adam Morgan<br />
WHAT SEPARATES THE BEST FROM THE REST<br />They market their brand so <br />they don’t have to sell it.<br />
“The aim of marketing is to make selling superfluous.”<br />Peter Drucker<br />
Agency 2.0 Marketing<br />
Process<br />
WHAT SEPARATES THE BEST FROM THE REST<br />They get paid for the value they create instead of the hours they work.<br />
	What are your clients really buying?<br />	What are you really selling?<br />
	“All of our compensation agreements are experiments in value.”<br />Carl Johnson, Partner<br />
“We have as many compensation approaches as we do clients.”<br />Jeff Hicks, CEO<br />Crispin Porter + Bogusky<br />
“Wherever possible, we try to align our own economic interests with those of the client.”<br />Barry Dudley, CFO<br />
WHAT SEPARATES THE BEST FROM THE REST<br />They measure success to demonstrate accountability to their clients.<br />
CHIEF<br />MEASUREMENT<br />OFFICER<br />
Essential Role of Analytics<br />
Place<br />
WHAT SEPARATES THE BEST FROM THE REST<br />They pay attention to <br />the touch points of <br />their own brand.<br />
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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)

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  • *Analytics is built into the model of DraftFCB with the “Data Strategist” function.*(Experience Architects is media.)
  • Transcript of "Part 3 - The Best and All the Rest: What Makes Great Agencies Great"

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