In today’s over-saturated and ever-changing market, only the agencies that think and act like brands will survive. In this highly inspiring presentation (a summary of a talk Karla did for the Taan Network) Karla shares key insights on how to stand out in a sea of sameness and win new business as a result.

1. 10 key lessons in how agencies
can position for growth
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2. The agency brand expert
Karla Morales-Lee

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ABOUT KARLA
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Boss at strategic new business
consultancy Hunter & Farmer.
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Passionate champion of the winning
of new business being an art, not a
numbers game.
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Thought leader, speaker and writer
on how creative companies can
position for growth.
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Creator of The UK Agency Awards &
The Art of New Business.

4. What I do
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I help agencies create a brand that is compelling to the clients they wish to attract
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Process: positioning for growth
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Identify - articulate - market

5. Clients

6. “Your brand should be all about what makes you
different and unique and why a customer should
buy you over the competition.”
Peter Drucker
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7. Positioning lesson no.1
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Have a guiding philosophy that underpins everything you do.
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A purpose acts as a ‘North Star’ guiding the business
through inevitable change. It also gives the business a platform
for communication above and beyond the work.

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Positioning lesson no.2
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There is power in truth.
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“In a time of universal deceit telling the truth
is a revolutionary act.”
George Orwell

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Positioning lesson no.3
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To be right for everyone, is to be right for no one.
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Be extremely specific about who your target audience is.
This reduces the amount of time (and money) you spend
on pitching for projects you don’t want and can’t win.

10. Positioning lesson no.4
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A positioning isn’t something you create,
it’s something you uncover.
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Step 1: assume nothing
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Step 2: research:
Internal stakeholders
Market
Competitors
Clients
SWOT
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11. Positioning lesson no.5
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Look for a niche within why + how.
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(It is increasingly hard to sell what you do as scarce).
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12. Positioning lesson no.6
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Identify & articulate the ‘golden thread’ that
connects everything you do.
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13. Positioning lesson no.7
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Leaders polarise.
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14. “Most companies want to create the holy grail of
products that appeal to every demographic,
socioeconomic background and geographic location.
Doing so creates mediocrity. Instead, create segments
of products that make some people very happy.
Fear not if these products make other segments unhappy.
The worst scenario is to incite no passionate reactions at all.”
Guy Kawasaki

15. Positioning lesson no.8
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Show, don’t tell.
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I’m brilliant Don’t be this guy

16. Positioning lesson no.9
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Sell what you know.
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17. Positioning lesson no.10
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Visibility is everything.
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(If clients can’t find you, they can’t buy you).
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18. Useful frameworks

19. INSIGHT
Clients are bombarded by cold calls and unsolicited direct mail from
undifferentiated creative agencies.
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POSITIONING CONCEPT
The agencies that are brands outperform the market
when it comes to the winning of new business
POSITIONING
Agency brand expert
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POSITIONING STATEMENT (AN ORGANISING IDEA)
New business is an art, not a numbers game
POSITIONING FRAMEWORK
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(Using Hunter & Farmer as the example)

20. MARKETING FRAMEWORK
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Illustrate
Proven examples
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ORGANISING IDEA
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Dramatise Expand
Create a tribe/movement around it Put more thought around the idea
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21. Thank you!
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@karlahuntfarm
karla@hunterandfarmer.com
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www.hunterandfarmer.com
www.theartofnewbusiness.com
www.ukagencyawards.com
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