The “Special” Ad Agency Wins
I’ve written about the need for creating ad agency differentiation if an agency wants to excite and win new clients…
(I know, I know, you know that I know that you know how important having an agency positioning that stands out is.)
But, most agencies do not seek a high degree of differentiation. They are not bold. Full stop. They are willing to be not different.
There are many reasons for this. One of the most expressed fears is that (and I know that this is going to sound insane)… is that agencies do not want to sound too different for fear of losing the opportunity to pitch LOTS of clients. The belief is that being a ‘general’ agency, even a general digital or PR agency, will beget more opportunities to pitch for a broad range of clients. These agencies are playing a losing numbers game. Having a clear, yes narrower, refined, brand positioning will win in the end.
Give clients an opportunity to view your agency as being special and unmistakenly desirable. Think different and look different.
My Unignorable Agency Presentation – 9 Paths To Special
I was recently asked by a large agency network to give a brief presentation on what are key ways to differentiate an agency. I came up with nine paths to being Unignorable: Positioning; Attitude; Ego Mania; Specialization; AHA!; Carpe Diem; Humor; Awards; Your Website.
Each one of these paths represents an opportunity to help your agency stand out from the other 3,999 agencies seeking the clients you deserve and… Be Different.
Hope yo enjoy the presentation and take away a couple of paths to specialness.