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An Advertising Agency Website That Actually Brands

Peter · March 6, 2014 · Leave a Comment

Most, like most, advertising agency websites do not do a very good job of branding. Ooops, an understatement. They kinda look alike. or, at least fit into a standard set of design styles (peruse this visual agency directory.)

Lets face it, leading with client work, which makes a great deal of sense, doesn’t really brand an agency. Like its nice to know who did the Samsung work but branding? No. That’s why 72andSunny’s website could work for Goodby Silverstein & Partners and vice versa.

JWALK has an agency website that brands the agency within 2 seconds of your visit. Jay Walk… get it?

I think that JWALK could do a better job of explaining what they do (see their About copy below.) But, there is no question that I am in JWALK land when I am on their website.

JWALK makes brands culturally relevant through storytelling with intent.

As an agency of creatives, designers, technologists, entrepreneurs, influencers and inventors, we understand what it takes to build businesses. Our job is to make your brand part of culture, loved by your consumers and envied by the competition.

The customer journey has evolved from the traditional awareness-to-purchase funnel to today’s fragmented shopping experience. Storytelling is the only common thread that binds the brand together, and drives consumer engagement.

(They do a better job within the limitations of their Twitter profile):

“@jawalk JWALK is an award winning agency that believes the only way to build a brand is through immersive storytelling.”

If I Were An Ad Agency Client – I’d Hire Lean Mean Fighting Machine

Peter · February 7, 2014 · Leave a Comment

I look at lots of ad agency websites. I put them in my agency directory / I look at them because agencies contact me to ask for my help (its amazing how fast you can suss out an agency’s value – like in 7 seconds) and I look at them as if I were a client seeking a new marketing partner.

Most agency websites fail. They are me-too, slow to deliver a message, overloaded, have no personality and don’t sell anything. They are, sadly, 20 years or so after the birth of the graphical browser, dull and oh so boring brochures. So, its so sweet when one comes across an agency that gets it. And, of course, once again, its the English that have it all figured out.

In this case, its the, of course, lean website from London’s Lean Mean Fighting Machine. Spend time on this website: watch the videos, enjoy the attitude like how they position their blog (“Our Blog: By Employees That Are Forced To Write it”.)

Please. Make adjustments to your website. Be different, have fun. Oh, and think sales because, at the end of the very long day, your website should sell (and, if you can, look different that the guy down the street.)

Finally, a sense of humor will go a long way to pre sell. Most clients say that “chemistry” is how they choose an agency.

How To Name Your Advertising Agency: Part Two

Peter · November 23, 2013 · 1 Comment

This is Part Two of the two part series on how advertising agencies name themselves. Other than the gyrations that agencies constantly go through with how to design and redesign their website; what and how they name themselves is one of their most important branding decisions. Part One is right here.

Just a reminder… I worked for three ad agencies. Two were “founder” agencies: Dancer Fitzgerald Sample (remember “Where’s the beef?”) and Saatchi & Saatchi (which bought Dancer) and the other was my very own Portland agency with its “current usage” name: Citrus. Or, as one of our creative directors thought was critical to our success, citrus, with a lower case “c.’

The Naming Process

Yes, there is a process to naming. I believe that selecting a name should be one of the most important elements of your new advertising agency’s marketing plan (a new name also works for agency’s that need a facelift and repositioning.) And, importantly, this process deserves your team’s best thinking and the time to ensure that you have selected the most powerful name possible. Most of us thought hard about what name to give our kids or the letters on our vanity license plates. Your company deserves this as well.

Objectives & Positioning.

You cannot begin to name your brand without establishing a clear brand positioning and business objectives which in the case of ad agencies sometimes just means sounding cool. In San Francisco alone, agency names span Muh-Tay-Zik Hof-fer’s self-love (OK, maybe its just name-play) to Argonaut’s promise of brand voyage (I assume) to Engine Company 1 (yes, you guessed it) to Butler, Shine, Stern & Partners and Goodby Silverstein & Partners’ authenticity (for old times sake) to BarrettSF and its hope for BarrettNY — I suspect. [Read more…] about How To Name Your Advertising Agency: Part Two

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The Naming Process

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