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Your agency in
30 seconds
Presented by Tim Williams
ignition consulting group
www.ignitiongroup.com
The four questions tha...
We’re full service!
We’re integrated!
We have a wide range of experience!
We’re creative!
We’re strategic!
We’re nimble!
W...
CONFIRMATION BIAS
“Our offering is highly differentiated.”
Percent of company executives who agree: 80%
Percent of custome...
“I wish that the agencies would stick to what
they are good at. They try to do everything, and
they would be better served...
“The common failing among agencies seeking
new business is their inability or unwillingness
to name what they stand for.”
...
WHAT THE PRESS THINKS
“Telling an effective agency brand story should
be easy for companies that are in the business
of te...
How would a prospect find your
agency in a Google search?
“full service advertising agency”
Focus Diversification
Complexity
THE COMPLEXITY TAX
PRODUCT CODES (SKUs)60 15,000
“I’m more proud of what
we haven’t done than
what we have done.”
Steve Jobs
Apple
THE DIVERSIFICATION DISCOUNT
①  There’s really no such thing as “full service”
②  Clients don’t hire you for “everything” but for something.
③  “Full s...
Focus does scale
①  People, competencies, and systems constantly improve.
②  Time and money are directed toward a coherent...
①  Clear criteria for identifying the types of clients who want you for
what you do best.
②  A stronger win ratio in new b...
You can be good at something,
but you can’t be good at everything
Positioning =
Michael Porter
Harvard Business School
“The essence of strategy is
choosing what not to do.”
Deciding what n...
Positioning = Deciding what not to do
Source: Jan Rivkin, Harvard Business School
Positioning = Trade-offs
Positioning = Trade-offs
“What makes a great museum is
the stuff that’s not on the walls.”
Seth Godin
Positioning = Curating
Positioning = Curating
Positioning = Letting your clients
outgrow you
“Companies need to be true to a
type of customer more than a
specific indivi...
Positioning = Letting your clients
outgrow you
Positioning = A reliable way to
repeat success
Positioning = A reliable way to
repeat success
Positioning = Letting clients outgrow you
“Companies need to be true to
a type of customer more than a
specific individual ...
“A business strategy is about deciding
where to play, and how to win.”
A.G. Lafley
CEO, Procter & Gamble
Three Main Models
Today’s clients use to work with agencies
Client
1.
Best-of-Breed Model
YOUR FIRM IN 30 SECONDS
Source: Millward Brown Study on Agency New Business
①  Desire to focus on best-in-class specialists
②  Lagging business re...
Clayton Christensen
Harvard Business School
Author and leading thinker on disruptive innovation
“We are seeing a shift in ...
“Marketing organizations traditionally have been
populated by generalists, but particularly with the rise of
social and di...
AORAgency of Record
AOCAgency of Collaboration
Agency
2.
Single Source Model
Client
Lead
Agency
3.
Service Integrator Model
Client
3.
Service Integrator Model
Brand Agency Leader
CLIENT SIZE
AGENCY FOCUS
Best-of-Breed Firms
Larger national clients
“Generalist” Firms
Smaller regional clients
+  Has higher fees
+  Has broader market area
+  Has fewer competitors
Power is with
the specialist.
NARROWis not the same as small
The four questions that define positioning strategy
What we do
How we do itWho we do it for
Why we do it
Your positioning
strategy in 30 seconds
For (Who) ___________________________
We (What) ___________________________
By (Ho...
What are our core competencies?
In which areas are we truly best in class?
¡  Services we offer
¡  Skills we possess
¡ ...
Examples of positionings based on
What we do
Examples of positionings based on
What we do
Examples of positionings based on
What we do
Examples of positionings based on
What we do
Examples of positionings based on
What we do
Examples of positionings based on
What we do
Examples of positionings based on
What we do
Who is our best customer?
What markets or audiences do we know best?
¡  Categories we know
¡  Distribution and delivery ...
TYPE OF AUDIENCE
TYPE OF BRAND
Examples of positionings based on
Who we do it for
TYPE OF CATEGORY
TYPE OF AUDIENCE
TYPE OF BRAND
Examples of positionings based on
Who we do it for
TYPE OF CATEGORY
TYPE OF AUDIENCE
TYPE OF BRAND
Who
Examples of positionings based on
Who we do it for
TYPE OF CATEGORY
TYPE OF AUDIENCE
TYPE OF BRAND
Who
Examples of positionings based on
Who we do it for
TYPE OF CATEGORY
TYPE OF AUDIENCE
TYPE OF BRAND
Examples of positionings based on
Who we do it for
TYPE OF CATEGORY
TYPE OF AUDIENCE
TYPE OF BRAND
Examples of positionings based on
Who we do it for
TYPE OF CATEGORY
TYPE OF AUDIENCE
TYPE OF BRAND
Examples of positionings based on
Who we do it for
TYPE OF CATEGORY
TYPE OF AUDIENCE
TYPE OF BRAND
Who
Examples of positionings based on
Who we do it for
TYPE OF CATEGORY
TYPE OF AUDIENCE
TYPE OF BRAND
Examples of positionings based on
Who we do it for
TYPE OF CATEGORY
TYPE OF AUDIENCE
TYPE OF BRAND
Examples of positionings based on
Who we do it for
TYPE OF CATEGORY
TYPE OF AUDIENCE
TYPE OF BRAND
Examples of positionings based on
Who we do it for
TYPE OF CATEGORY
TYPE OF AUDIENCE
TYPE OF BRAND
Examples of positionings based on
Who we do it for
TYPE OF CATEGORY
TYPE OF AUDIENCE
TYPE OF BRAND
Examples of positionings based on
Who we do it for
TYPE OF CATEGORY
How are we different in the way we think?
Do we have distinguishing approaches or philosophies?
¡  Philosophies or belief...
Examples of positionings based on
How we do it
Examples of positionings based on
How we do it
Examples of positionings based on
How we do it
Examples of positionings based on
How we do it
Examples of positionings based on
How we do it
¡  Beyond making money, what is the purpose of our
organization?
¡  What are the things we will always do? What are the
...
Why we do it
Why we do it
“Profit is not the purpose
of a company, but rather a
test of its validity.”
Peter Drucker
Overdeveloped Services
Overserved Markets
Satisfied Client Needs
Underdeveloped Services
Underserved Markets
Unsatisfied Cli...
Overdeveloped Services
Overserved Markets
Satisfied Client Needs
Underdeveloped Services
Underserved Markets
Unsatisfied Cli...
“Give me a lever long
enough, and a fulcrum
strong enough, and I can
move the world.”
Archimedes
Bringing your positioning strategy to life
Reputational capital, by itself, doesn’t
make your firm a differentiated brand.
“If you stand for
something, you will
always find some
people for you and
some against you.
“If you stand for
nothing, you ...
“It’s not good enough to be the best
at what you do; you need to be the
only one who does it.”
Jean-Marie Dru
TBWA/Chiat/D...
www.IgnitionGroup.com
@TimWilliamsICG
www.linkedin.com/in/TimWilliamsICG
LinkedIn Influencer
“Positioning for Professional...
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¡  Beyond making money, what is the purpose of our
organization?
¡  What are the things we will always do? What are the
things we will never do?
¡  What do we preach? What are we crusading against?
What do we fight for?
¡  If our people were volunteers instead of employees,
what would they be volunteering for?
¡  What would we want to achieve if we knew we could
not fail?
Areas of exploration
Why are we in business?
Do we have a purpose that transcends making money?

Published in: Marketing, Business
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