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<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 /><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<br />
    50. 50. More information about seminars for marketing communications professionals on the Ignition website at<br /> Please direct inquiries to<br /><br />