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Part 3 - The Best and All the Rest: What Makes Great Agencies Great
Part 3 - The Best and All the Rest: What Makes Great Agencies Great
Part 3 - The Best and All the Rest: What Makes Great Agencies Great
Part 3 - The Best and All the Rest: What Makes Great Agencies Great
Part 3 - The Best and All the Rest: What Makes Great Agencies Great
Part 3 - The Best and All the Rest: What Makes Great Agencies Great
Part 3 - The Best and All the Rest: What Makes Great Agencies Great
Part 3 - The Best and All the Rest: What Makes Great Agencies Great
Part 3 - The Best and All the Rest: What Makes Great Agencies Great
Part 3 - The Best and All the Rest: What Makes Great Agencies Great
Part 3 - The Best and All the Rest: What Makes Great Agencies Great
Part 3 - The Best and All the Rest: What Makes Great Agencies Great
Part 3 - The Best and All the Rest: What Makes Great Agencies Great
Part 3 - The Best and All the Rest: What Makes Great Agencies Great
Part 3 - The Best and All the Rest: What Makes Great Agencies Great
Part 3 - The Best and All the Rest: What Makes Great Agencies Great
Part 3 - The Best and All the Rest: What Makes Great Agencies Great
Part 3 - The Best and All the Rest: What Makes Great Agencies Great
Part 3 - The Best and All the Rest: What Makes Great Agencies Great
Part 3 - The Best and All the Rest: What Makes Great Agencies Great
Part 3 - The Best and All the Rest: What Makes Great Agencies Great
Part 3 - The Best and All the Rest: What Makes Great Agencies Great
Part 3 - The Best and All the Rest: What Makes Great Agencies Great
Part 3 - The Best and All the Rest: What Makes Great Agencies Great
Part 3 - The Best and All the Rest: What Makes Great Agencies Great
Part 3 - The Best and All the Rest: What Makes Great Agencies Great
Part 3 - The Best and All the Rest: What Makes Great Agencies Great
Part 3 - The Best and All the Rest: What Makes Great Agencies Great
Part 3 - The Best and All the Rest: What Makes Great Agencies Great
Part 3 - The Best and All the Rest: What Makes Great Agencies Great
Part 3 - The Best and All the Rest: What Makes Great Agencies Great
Part 3 - The Best and All the Rest: What Makes Great Agencies Great
Part 3 - The Best and All the Rest: What Makes Great Agencies Great
Part 3 - The Best and All the Rest: What Makes Great Agencies Great
Part 3 - The Best and All the Rest: What Makes Great Agencies Great
Part 3 - The Best and All the Rest: What Makes Great Agencies Great
Part 3 - The Best and All the Rest: What Makes Great Agencies Great
Part 3 - The Best and All the Rest: What Makes Great Agencies Great
Part 3 - The Best and All the Rest: What Makes Great Agencies Great
Part 3 - The Best and All the Rest: What Makes Great Agencies Great
Part 3 - The Best and All the Rest: What Makes Great Agencies Great
Part 3 - The Best and All the Rest: What Makes Great Agencies Great
Part 3 - The Best and All the Rest: What Makes Great Agencies Great
Part 3 - The Best and All the Rest: What Makes Great Agencies Great
Part 3 - The Best and All the Rest: What Makes Great Agencies Great
Part 3 - The Best and All the Rest: What Makes Great Agencies Great
Part 3 - The Best and All the Rest: What Makes Great Agencies Great
Part 3 - The Best and All the Rest: What Makes Great Agencies Great
Part 3 - The Best and All the Rest: What Makes Great Agencies Great
Part 3 - The Best and All the Rest: What Makes Great Agencies Great
Part 3 - The Best and All the Rest: What Makes Great Agencies Great
Part 3 - The Best and All the Rest: What Makes Great Agencies Great
Part 3 - The Best and All the Rest: What Makes Great Agencies Great
Part 3 - The Best and All the Rest: What Makes Great Agencies Great
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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)<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. People<br />
    • 3. Percent of Americans who feel miscast in their job?<br />85%<br />
    • 4. WHAT SEPARATES THE BEST FROM THE REST<br />They cast people in roles that make the most of their strengths.<br />
    • 5. Knowledge<br />Skills<br />Talents<br />
    • 6. People with outstanding strengths <br />have outstanding weaknesses.<br />Where there are peaks, <br />there are valleys.<br />
    • 7.
    • 8. WHAT SEPARATES THE BEST FROM THE REST<br />They have mastered the art of deciding what not to do.<br />
    • 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. Office workers interrupted:<br />56<br />times per day<br />80<br />% of interruptions are trivial<br />Source: John White, Priority Management<br />
    • 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. WHAT SEPARATES THE BEST FROM THE REST<br />They are organized for where our business is going, not where it’s been.<br />
    • 13. A NEW AGENCY CONCEPT<br />
    • 14.
    • 15. Content Development<br />Content Management<br />Content Distribution<br />
    • 16. Promotion<br />
    • 17. WHAT SEPARATES THE BEST FROM THE REST<br />They show how <br />they’re different.<br />
    • 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.                                              <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. 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. Billings
    • 22. Years in business
    • 23. Number of offices
    • 24. Departments and disciplines
    • 25. Agency growth history
    • 26. Staff size
    • 27. Billings
    • 28. Years in business
    • 29. Number of offices
    • 30. Departments and disciplines
    • 31. Agency growth history</li></li></ul><li>Burn the credentials<br />
    • 32. Not a capabilities presentation, but apoint of view presentation.<br />
    • 33. “The greatest danger facing a brand is not rejection, but indifference.”<br />Adam Morgan<br />
    • 34. WHAT SEPARATES THE BEST FROM THE REST<br />They market their brand so <br />they don’t have to sell it.<br />
    • 35. “The aim of marketing is to make selling superfluous.”<br />Peter Drucker<br />
    • 36. Agency 2.0 Marketing<br />
    • 37. Process<br />
    • 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. What are your clients really buying?<br /> What are you really selling?<br />
    • 40.
    • 41. “All of our compensation agreements are experiments in value.”<br />Carl Johnson, Partner<br />
    • 42. “We have as many compensation approaches as we do clients.”<br />Jeff Hicks, CEO<br />Crispin Porter + Bogusky<br />
    • 43. “Wherever possible, we try to align our own economic interests with those of the client.”<br />Barry Dudley, CFO<br />
    • 44. WHAT SEPARATES THE BEST FROM THE REST<br />They measure success to demonstrate accountability to their clients.<br />
    • 45.
    • 46. CHIEF<br />MEASUREMENT<br />OFFICER<br />
    • 47.
    • 48. Essential Role of Analytics<br />
    • 49. Place<br />
    • 50. WHAT SEPARATES THE BEST FROM THE REST<br />They pay attention to <br />the touch points of <br />their own brand.<br />
    • 51.
    • 52.
    • 53.
    • 54.
    • 55.
    • 56.
    • 57.
    • 58. Performance<br />
    • 59. WHAT SEPARATES THE BEST FROM THE REST<br />They walk their talk.<br />
    • 60. Why do agency initiatives fail?<br />
    • 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. “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. 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. 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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