Building An Agency Brand


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A guidline to build an Agency-Brand

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Building An Agency Brand

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