Google’s Eric Schmidt acknowledges that this may take 300 years.
Transcript of "Part 1 - The Best and All the Rest: What Makes Great Agencies Great"
Part 1(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 />
12,000<br />Agencies in the U.S.<br />“There are perhaps as few as 40 or 50 agencies in the United States that can actually manufacture a good campaign, and possibly 10 that do it consistently.”<br />Richard Kirshenbaum and Jon Bond<br />“Under the Radar”<br />
WHAT SEPARATES THE BEST FROM THE REST<br />They know what drives them from inside.<br />
“Every employee should feel that he or she is contributing to something that will actually make a genuine and positive difference in the lives of customers and colleagues.”<br />Gary Hamel<br />Harvard Business School<br />Author, “Leading the Revolution”<br />
Purpose-driven companies outperform traditional companies by up to<br />7 to 1<br />
To be a catalyst for changing popular culture.<br />
What business are you in?<br />To create and own ideas and products <br />that allow us to share in our clients’ success.<br />
Purpose:<br />To organize all of the <br />world’s information.<br />
“Do you want to sell fizzy water, or do you want to change the world?<br />
Testing Purpose<br />Is it inspiring and motivating?<br />Does it make a contribution to something greater than earning a living?<br />Is it a purpose or a platitude?<br />
WHAT SEPARATES THE BEST FROM THE REST<br />They set extremely ambitious goals.<br />
“The greatest danger for most of us is not that our aim is too high and we miss it, but that it is too low and we reach it.” <br />Michelangelo<br />
So how good do you want to be?<br />Pretty good.<br />Good.<br />Very good.<br />The best in your region.<br />The best in the world.<br />Source: Paul Arden, “It’s Not How Good You Are,It’s How Good You Want To Be.”<br />
Remarkable agencies aren’t just trying to create advertising, but in some small way change the world.<br />
Ambitious Goals<br />What would we like to create that never existed before?<br />What would we like to accomplish that would be considered extraordinary?<br />What could we do that’s insanely great?<br />
74% agree<br />2004 Study of advertising professionals by Euro RSCG<br />“A big problem with working at ad agencies is that management is too often unwilling to stand up for their own people if it means taking on the client.”<br />
Focus on building a catalog of intellectual property.
Allow individual employees to keep some ownership of great ideas.</li></li></ul><li>Make mistakes faster.<br />Don’t enter award competitions.<br />Avoid software.<br />Don’t clean your desk.<br />Bruce Mau Design<br />
No spec creative in new business presentations.<br />Among top ten biggest agencies in U.K.<br />Among top ten creative award winners.<br />Among top ten in IPA Effectiveness Awards.<br />Most profitable agency in the U.K.<br />
Bill Bernbach<br />“A principle isn’t a principle until it costs you money.<br />
WHAT SEPARATES THE BEST FROM THE REST<br />They value greatness <br />over bigness.<br />
“Growth for the sake of growth is the ideology of a cancer cell, not a strategy for a professional services firm.”<br />
=.25%<br />Source: Study by Professors Alvin Silk And Ernst Berndt, as published in Admap, September 2005<br />Agency Holding Companies<br />Savings through “economies of scale”<br />
“Market share has nothing to do with profitability.”<br />Herb Kelliher<br />Founder of Southwest Airlines<br />
This concludes Part 1 (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 />
More information about seminars for marketing communications professionals on the Ignition website at www.ignitiongroup.com<br /> Please direct inquiries to firstname.lastname@example.org<br />www.ignitiongroup.com<br />
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