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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”
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
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.”
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 email@example.com www.ignitiongroup.com