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Building An Agency Brand
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Building An Agency Brand

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A guidline to build an Agency-Brand

A guidline to build an Agency-Brand

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Building An Agency Brand Presentation Transcript

  • 1. Creating, growing and nurturing an environment
  • 2.
    • Began as media agents in early 1900s
    • Moved on to become program producers for radio
    • Offered creative services there after
    • Moved on to give value added services like positioning, brand building thereafter
  • 3.
    • Service
    • Ideas
    • Strategy
    • Communication
    • Brand
    • Consumer connection
    • Advertising
    • Public Relations
    • Direct Marketing
    • Promotions
    • Merchandising
    • Events
    • Corporate Identity
  • 4.
    • Understanding market/product
    • Understanding brand/consumers
    • Problem definition
    • Solution direction articulation
    • Creative Idea
    • Creative Expression
    • Production
    • Implementation
    • Result tracking
  • 5.
    • Created by agency, approved by client, judged (final verdict) by consumers
    • No direct co-relation to sales- its final objective
    • Every problem is different
    • Every solution has to be customised
    • By defination, every solution must be new and different
  • 6.
    • No time frames
      • ‘ idea can come anytime’
      • ‘ idea can be improved all the time, even after execution’
      • ‘ a better idea can always appear’
    • No cost benchmarks
      • ‘ Production costs vary according to needs of an idea and final quality standards’
      • ‘ Idea power depends on final impact (always a gamble)’
  • 7.
    • No process nor end product quality standards ( six sigma/ISO)
      • DUNNO
        • What is a good brief
        • What is a great idea
        • What is the right exposure
    • Depends on minds
    • Machinery in an agency is : People
  • 8.
    • People oriented/dependent
      • No two people will transact similarly
    • Expectations of clients vary
    • ‘ Best product at lowest price in fastest time’
    • ‘ Product that works and gets recognition’
    • ‘ Don’t know which half of my advertising actually works’
    • Multiple stakeholders: Personal agenda, bosses, consumers, trade, peers in industry, family
  • 9.
    • Need: ‘You understand. You care. You provide solutions’
    • ‘ Mostly in the mind rather than actual deliverables’
  • 10. Ideas Relationship Infrastructure Service Content, Context, Conduit Understanding, Care, Solutions, Support Cost & Time Efficiency
  • 11.
    • Client relationship
    • Product innovation
    • Infrastructure
  • 12.
    • Product- What I create and offer
    • People- Who do the creation
    • Profit- What it delivers in terms of money
    • Process- What actually holds it all together
  • 13.
    • Too much Process- Bureaucracy
    • Too little Process- Anarchy
    • Process- an enabler, means to an end; not an end in itself!
  • 14. Product Profit People Process
  • 15.
    • Your creative team works out a campaign and you are OK with it. Your Creative Director comes the night before the meeting with a completely new idea. You think it is better. But if you go with it, your creative team will feel/get demotivated. What would you do?
  • 16.
    • Your creative director wants to experiment with the end of a film. Your client is OK with it and approved it. Experimentation means money. Do you go ahead with it?
  • 17.
    • Client says that he wants the best possible campaign even if it means a delay of a couple of months. You have a campaign on hand which you believe is not the best but can be sold to client. Selling would mean 3 months of release and you meeting your business targets. What do you do?
  • 18.
    • Your creative partner can come in only at 1 pm every day but works late every day! He has the brightest ideas all the time. Do you continue to work with him?
  • 19.
    • You have to control costs. Which of the following heads would you cut back first (a) training (b) Entries for creative awards (c) Research
  • 20.
    • The Marketing Head of a client is continuously rude and mean to your agency team. He doesn’t just find fault, he gets routinely nasty to your team. He is seen to be a star in his organization. And the client is one of your big income business. What do you do?
  • 21.
    • A new client prospect invites you for a pitch. You make a complete strategic and creative presentation. Then there is a change in management at the client end. And the client issues a new brief and requests for another presentation. What do you do?
  • 22. Clients
  • 23.
    • MNC/Entrepreneurial
    • Brand conscious/Non-brand conscious
    • Big spenders/Small spenders
    • Local/Regional/National/Global
    • By Industry
      • FMCG, Durables, Industrial, Service
      • Financial, Health, IT
  • 24.
    • MNC
      • Have history
      • Research
      • Professional/Process driven
      • International alignment/knowledge
      • Constraints
      • Deadline oriented
    • Entrepreneurs
      • Learning on feet
      • Gut
      • Instinct/Visionary
      • Best practice (product/price)
      • Freedom
      • ‘ Give me the right solution’
  • 25.
    • MNC
      • Layers/Levels
      • Iterative
      • Resource Intensive
      • You are my partner
      • Long term relationship
    • Entrepreneurs
      • Centralised
      • Right/Wrong
      • Result Intensive
      • ‘ You are the expert’
      • Hire/fire
  • 26. ‘ Brand’ clients Big spends ‘ Brand’ clients Small spends ‘ Wannabe brand’ clients Small spends ‘ Non-brand’ clients Big/Small spends Label conscious Need for partner Need for attention Price conscious Opportunity!
  • 27.
    • Is ‘Wife’
    • Contract
    • Security/Taken for granted
    • Commitment
    • Cumulative
    • Long term
    • Should operate as ‘Mistress’
    • Day-to-Day
    • Excitement
    • Performance
    • Last job
    • Short term
  • 28.
    • Artwork makers
    • Creative Hotshops
    • Strategy consultants
    • Communication specialists
    • Brand consultants
    • Marketing consultants
    • Consumer custodians
    • Specialists
      • Media independents
      • PR Firms
      • Direct Marketing agencies
      • Design Houses
      • Event Managers
      • Consumer groups
        • Kids/Teenagers
        • Ethnic groups
  • 29.
    • International agency sets up shop
    • Group of people break away and start
    • Often with one or two medium/big size business
    • Mother agency sets up another shop
  • 30.
    • Organic
      • More spends from current clients/brands
      • New brands from current client
      • Exciting new ideas
      • New media (outdoor/rural)
      • New disciplines(PR/DM etc)
    • New clients
      • Invitation
      • MIS
      • Personal Contact
      • Cold Call
  • 31.
    • Acquisitions and Mergers
      • International alignment
      • Buyout
        • Another unit
        • Group of people
  • 32.
    • New clients/business
      • Credentials
      • Strategy
      • Creative presentation
      • Price
      • Resource commitment
  • 33. International Local Alignment Small Artwork shops X Entrepreneurs Enterprise/ Sistas/ MAA/Ambience/ Trikaya /RK Swamy/ Rediff/Triton Medium One/Two Big MNC Euro/ Publicis/ Bates Large Ulka Mudra O&M, JWT Lowe, McCann Contract
  • 34.
    • Breakaway creative group moves with one/two business
    • Offers ‘creative’ solutions to the market
    • Grows in size; unable to sustain
    • Sells off to international partner
    • Becomes part of international network
  • 35.  
  • 36.
    • Identifying, Growing, Nurturing Ideas
    • Creating an environment that stimulates ideas
  • 37.
    • Agency Mindset (Dos)
      • Develop
      • Part of creation
      • Take risk
      • Look for newness
      • Look for goods
      • Get a little afraid
      • Use heart
    • Client mindset (Donts)
      • Judging
      • Evaluation of creation
      • Play safe
      • Look for obvious
      • Look for problems
      • Wants comfort
      • Uses mind
  • 38.
    • Understanding people and their agendas
    • Building on strengths rather than worrying about weaknesses
    • Infusing freshness with new minds and different minds!
  • 39.
    • Types-I
      • Reds…Creative
      • Blues…Client servicing
      • Greens…Planners
    • Types-II
      • Imagineers…Creative/Planners
      • Analyticals…Business Head
      • Precision…Account executives
      • Dynamics…Account Heads
  • 40.
    • Type III
      • Thinkers
      • Doers
      • Business Minded
      • Relationship Builders
  • 41.
    • Red
      • ‘ I’
      • ‘ Personal Goals’
    • Blue
      • ‘ My Group’
      • ‘ Collective Goals’
    • Green
      • ‘ Our World’
      • ‘ Greater Good’
  • 42.
    • Imagineers
      • Thrive on taking time to develop good ideas
      • Tackle problems by reflecting alone
      • Exercise authority with trust and participation
      • Need staff to be supportive and share their sense of mission
      • Strength: Innovation and ideas
      • Favourite question: Why?
  • 43.
    • Analyticals
      • Thrive on assimilating disparate facts in coherent theories
      • Tackle problems with rationality and logic
      • Lead by principles and procedures
      • Need staff who are organised, have things down no paper follow through on agreed decisions
      • Strengths: Creating concepts and models
      • Favourite questions: What?
  • 44.
    • Precision
      • Thrive on plans and timelines
      • Tackle problems by making unilateral decisions
      • Lead by personal forcefulness, inspiring quality
      • Need staff who are task oriented and move quickly
      • Strengths: Practical application of ideas
      • Favourite question: How does it work?
  • 45.
    • Dynamic
      • Thrive on crisis and challenge
      • Lead by energising people
      • Tackle problems by looking for patterns, scanning possibilities
      • Need staff who can follow up and implement details
      • Strengths: Action, getting things done
      • Favourite question: If?
  • 46.
    • Recognising different people bring different skills
    • More minds mean more ideas
    • Balance between individualism and team
    • Balance between experience and naivete
  • 47.  
  • 48.
    • People you get/have
    • Specialise in something (based on people)
    • Aim at opportunities within specialisation
      • new discipline..Big clients/ready prospects
      • industry/client type based on people strength
    • Go for clients as available
    • Price by fee rather than commission
    • Go to multi locations with care
    • Look to buy out infrastructure services- get in house only after you have adequate size
    • Do some real visible work
  • 49.
    • People
    • Passion
    • Visible work
    • Big client
  • 50.
    • Focus on development of systems- financial and operational (the latter more to allow control yet allow for blooming)
    • Go to newer locations building on core competencies
    • Consolidate relationships with a few big clients.
    • Build some people personalities
    • Identify a differentiator and build on it (in core offering)
  • 51.
    • People
    • Passion
    • Visible work
    • Financial Management
    • Systems that allow for control yet allow bloom
  • 52.
    • Re-invention
      • People
      • Services (go beyond current basket of services)