Part 1 - The Best and All the Rest: What Makes Great Agencies Great
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Part 1 - 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

An exploration of the practices of the most widely admired advertising agencies

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  • Google’s Eric Schmidt acknowledges that this may take 300 years.

Part 1 - The Best and All the Rest: What Makes Great Agencies Great Part 1 - The Best and All the Rest: What Makes Great Agencies Great Presentation Transcript

  • Part 1(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
  • 12,000
    Agencies in the U.S.
    “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.”
    Richard Kirshenbaum and Jon Bond
    “Under the Radar”
  • Average?
    View slide
  • Quantum leaps in greatness
    *Total awards in major worldwide award shows, 2007
    View slide
  • Best
    Practices
    Next
    Practices
  • Lagging Indicators
    (Effect)
    Leading Indicators
    (Cause)
  • What are the leading indicators of agency success?
  • Purpose
  • WHAT SEPARATES THE BEST FROM THE REST
    They know what drives them from inside.
  • “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.”
    Gary Hamel
    Harvard Business School
    Author, “Leading the Revolution”
  • Purpose-driven companies outperform traditional companies by up to
    7 to 1
  • The market
    The competition
    The numbers
    The client
    OUTSIDE
    INSIDE
  • Movement
    Business
    Money
    Meaning
  • To earn a 20% profit?
    To become the most respected agency in America.
  • “Profit isn’t the purpose of a business, but rather a test of its validity.”
    Peter Drucker
  • THE BIG IDEA
    THE BIG IDEAL
  • To be a catalyst for changing popular culture.
  • What business are you in?
    To create and own ideas and products
    that allow us to share in our clients’ success.
  • Purpose:
    To organize all of the
    world’s information.
  • “Do you want to sell fizzy water, or do you want to change the world?
  • Testing Purpose
    Is it inspiring and motivating?
    Does it make a contribution to something greater than earning a living?
    Is it a purpose or a platitude?
  • WHAT SEPARATES THE BEST FROM THE REST
    They set extremely ambitious goals.
  • “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.”
    Michelangelo
  • So how good do you want to be?
    Pretty good.
    Good.
    Very good.
    The best in your region.
    The best in the world.
    Source: Paul Arden, “It’s Not How Good You Are,It’s How Good You Want To Be.”
  • Remarkable agencies aren’t just trying to create advertising, but in some small way change the world.
  • Ambitious Goals
    What would we like to create that never existed before?
    What would we like to accomplish that would be considered extraordinary?
    What could we do that’s insanely great?
  • 74% agree
    2004 Study of advertising professionals by Euro RSCG
    “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.”
  • Principles
  • WHAT SEPARATES THE BEST FROM THE REST
    They know there’s something more important than money.
  • The things we will never do
    The things we will always do
  • Principles = Rules of Engagement
  • “We don’t believe in defending current clients in a review.”
    • Charge for ideas instead of time.
    • Put some skin in the game.
    • Focus on building a catalog of intellectual property.
    • Allow individual employees to keep some ownership of great ideas.
  • Make mistakes faster.
    Don’t enter award competitions.
    Avoid software.
    Don’t clean your desk.
    Bruce Mau Design
  • No spec creative in new business presentations.
    Among top ten biggest agencies in U.K.
    Among top ten creative award winners.
    Among top ten in IPA Effectiveness Awards.
    Most profitable agency in the U.K.
  • Bill Bernbach
    “A principle isn’t a principle until it costs you money.
  • WHAT SEPARATES THE BEST FROM THE REST
    They value greatness
    over bigness.
  • “Growth for the sake of growth is the ideology of a cancer cell, not a strategy for a professional services firm.”
  • =.25%
    Source: Study by Professors Alvin Silk And Ernst Berndt, as published in Admap, September 2005
    Agency Holding Companies
    Savings through “economies of scale”
  • “Market share has nothing to do with profitability.”
    Herb Kelliher
    Founder of Southwest Airlines
  • BAKER’S LAW:
    Bad clients
    drive out
    good clients.
    Ron Baker
    Founder, VeraSage Institute
    www.verasage.com
  • This concludes Part 1 (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
  • 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