Insights

How To Position An Advertising Agency – Part II

Peter · September 19, 2013 · Leave a Comment

Welcome to Part II of How To Position An Advertising Agency. Here is Part I. It’s a good place to start.

Positioning An Advertising / Digital / Design Agency Isn’t Easy…

I know, I’ve positioned and re-positioned my own agency and do this for my ad agency clients. Here’s what you are up against.

Most advertising and digital agencies do essentially the same things for a living. Once you’ve decided on advertising or digital or integrated or mobile you are up against many other advertising, digital, integrated and mobile agencies.

Most agencies fear not being able to offer all things to all clients.

Differentiation itself may not be all that it’s cracked up to be. “The general challenge for any brand in any market is that what is differentiating is often not motivating and what is motivating is not necessarily differentiating.” This from Michael Moszynski, CEO of London Advertising (more on London later.)

Clients have a very short attention span. They might not spend the time required to read your carefully crafted copy. In this case, being concise would help.

The Power Of A Powerful Advertising Agency Position

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Peter · September 19, 2013 · Leave a Comment

Chances are that we’ve met before or at Advertising Week New York and I handed you the card on the left. Thanks for heading over to this page (and for following instructions.)

Now, here is what you need to do.

Go read my three-part thought-piece on the art of advertising agency brand positioning. That’s where you will find the 24 Ad Agency Positionings I promised.

Ad Agencies: Who Owns Your Pitch ideas?

Peter · September 16, 2013 · Leave a Comment

There is nothing I loved more during my advertising career than pitching. I loved the chase, the idea that we could come up with really brilliant thinking and work in a compressed timeframe and the camaraderie of the pitch process.

What I didn’t love was the feeling that I was often giving away our big ideas. It sucked.

To dig into the legal aspects of the issue of who owns your pitch ideas, I interviewed Sharon Toerek for Advertising Week’s blog. Sharon is an intellectual property and marketing law attorney who specializes in the advertising industry at Cleveland’s Licata & Toerek.

Read the post on Advertising Week Social Club.

By the way. I’ll see you at Advertising Week, as in next week, right?

Shit, I Thought I Owned “P”

Peter · September 6, 2013 · Leave a Comment

Now, I am really pissed off. Its like a slap in my mama’s face. I thought that I owned the letter “P”. But, noooo. Seems like Path and Pinterest are gonna battle it out says TechCrunch. Damn, I just don’t have the lawyer ca$h to keep in this game.