Part 1(of 3)<br />Purpose<br />Principles<br />Positioning<br />Product<br />People<br />Promotion<br />Process<br />Place...
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 actuall...
Average?<br />
Quantum leaps in greatness<br />*Total awards in major worldwide award shows, 2007 <br />
Best<br />Practices<br />Next<br />Practices<br />
Lagging Indicators<br />(Effect)<br />Leading Indicators<br />(Cause)<br />
What are the leading indicators of agency success?<br />
Purpose<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 dif...
Purpose-driven companies outperform traditional companies by up to<br />7 to 1<br />
The market<br />The competition<br />The numbers<br />The client<br />OUTSIDE<br />INSIDE<br />
Movement<br />Business<br />Money<br />Meaning<br />
To earn a 20% profit?<br />To become the most respected agency in America.<br />
“Profit isn’t the purpose of a business, but rather a test of its validity.”<br />Peter Drucker<br />
THE BIG IDEA<br />THE BIG IDEAL<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.<...
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 ...
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...
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...
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 wo...
74% agree<br />2004 Study of advertising professionals by Euro RSCG<br />“A big problem with working at ad agencies is tha...
Principles<br />
WHAT SEPARATES THE BEST FROM THE REST<br />They know there’s something more important than money.<br />
The things we will never do<br />The things we will always do<br />
Principles = Rules of Engagement<br />
“We don’t believe in defending current clients in a review.”<br />
<ul><li>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.</li></li></ul><li>Make mistakes faster.<br />Don’t enter...
No spec creative in new business presentations.<br />Among top ten biggest agencies in U.K.<br />Among top ten creative aw...
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 Hold...
“Market share has nothing to do with profitability.”<br />Herb Kelliher<br />Founder of Southwest Airlines<br />
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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

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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

    1. 1. 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 />
    2. 2. 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 />
    3. 3. Average?<br />
    4. 4. Quantum leaps in greatness<br />*Total awards in major worldwide award shows, 2007 <br />
    5. 5. Best<br />Practices<br />Next<br />Practices<br />
    6. 6. Lagging Indicators<br />(Effect)<br />Leading Indicators<br />(Cause)<br />
    7. 7. What are the leading indicators of agency success?<br />
    8. 8.
    9. 9. Purpose<br />
    10. 10. WHAT SEPARATES THE BEST FROM THE REST<br />They know what drives them from inside.<br />
    11. 11. “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 />
    12. 12. Purpose-driven companies outperform traditional companies by up to<br />7 to 1<br />
    13. 13. The market<br />The competition<br />The numbers<br />The client<br />OUTSIDE<br />INSIDE<br />
    14. 14. Movement<br />Business<br />Money<br />Meaning<br />
    15. 15. To earn a 20% profit?<br />To become the most respected agency in America.<br />
    16. 16. “Profit isn’t the purpose of a business, but rather a test of its validity.”<br />Peter Drucker<br />
    17. 17. THE BIG IDEA<br />THE BIG IDEAL<br />
    18. 18.
    19. 19. To be a catalyst for changing popular culture.<br />
    20. 20. What business are you in?<br />To create and own ideas and products <br />that allow us to share in our clients’ success.<br />
    21. 21. Purpose:<br />To organize all of the <br />world’s information.<br />
    22. 22. “Do you want to sell fizzy water, or do you want to change the world?<br />
    23. 23. 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 />
    24. 24. WHAT SEPARATES THE BEST FROM THE REST<br />They set extremely ambitious goals.<br />
    25. 25. “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 />
    26. 26. 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 />
    27. 27.
    28. 28. Remarkable agencies aren’t just trying to create advertising, but in some small way change the world.<br />
    29. 29. 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 />
    30. 30. 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 />
    31. 31. Principles<br />
    32. 32. WHAT SEPARATES THE BEST FROM THE REST<br />They know there’s something more important than money.<br />
    33. 33.
    34. 34. The things we will never do<br />The things we will always do<br />
    35. 35. Principles = Rules of Engagement<br />
    36. 36. “We don’t believe in defending current clients in a review.”<br />
    37. 37.
    38. 38. <ul><li>Charge for ideas instead of time.
    39. 39. Put some skin in the game.
    40. 40. Focus on building a catalog of intellectual property.
    41. 41. 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 />
    42. 42. 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 />
    43. 43. Bill Bernbach<br />“A principle isn’t a principle until it costs you money.<br />
    44. 44. WHAT SEPARATES THE BEST FROM THE REST<br />They value greatness <br />over bigness.<br />
    45. 45. “Growth for the sake of growth is the ideology of a cancer cell, not a strategy for a professional services firm.”<br />
    46. 46. =.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 />
    47. 47. “Market share has nothing to do with profitability.”<br />Herb Kelliher<br />Founder of Southwest Airlines<br />
    48. 48. BAKER’S LAW:<br />Bad clients <br />drive out <br />good clients.<br />Ron Baker<br />Founder, VeraSage Institute<br />www.verasage.com<br />
    49. 49. 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 />
    50. 50. 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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