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The New Business of Advertising

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How To Position An Advertising Agency – Part II

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position an advertising agencyWelcome 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

[Read more…] about How To Position An Advertising Agency – Part II

Ad Agencies: Who Owns Your Pitch ideas?

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crestlogo1There 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?

My Blog & SEO & Traffic & Incoming Leads

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A friend asked me what words and phrases were used in the past week to find my website via search engines (mostly Google.)

So, just for SEO edification and to show you that I have my Keyword strategy down, here is what my blog activity looks like. As you might expect, some visits have turned into leads and some into assignments for my business development consultation.

If you are wondering what the term “Talking” is all about… go here.

Search Views
talking 87
peter levitan 43
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Four Reasons For Advertising Agencies To Want A Car Account

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… And One To Help Go Get That Car

As an addendum to my Advertising Week Social Club “Dreaming of a Car Account?” interview with Nielsen’s Ian Beavis, I offer some more thoughts on why you should go after a car account.

Big Bucks

Not that you didn’t know this but these guys spend big bucks. According to Kantar Media, in 2013’s first quarter alone, automotive manufacturers spent $1,971 billion and $1,381 billion respectively on manufacturer and dealer advertising.

According to Ad Age, General Motors spent $3.59 billion on advertising last year while Toyota spent $2.86. For contrast, Hyundai and Kia spent only $776 million and $1.26 billion.

Big Media

Again, no surprise that auto accounts use all types of media, which offers agencies of all stripes the opportunity to customize services for manufacturers and dealers. According to Ads24’s most recent Path to Persuasion (P2P) Wave 4: Automotive (passenger cars), “Usually, the most effective media mixes include media formats that play differentiated roles across the Path to Persuasion.”

media mix

 

 

 

 

Big Noise

Just as a reminder… Has anyone not seen Audi’s “Prom”?

https://www.youtube.com/watch?v=ANhmS6QLd5Q

Or, Volkswagen’s “The Force” (with 58 million YouTube views)?

https://www.youtube.com/watch?v=R55e-uHQna0

Or, Kia’s “Hamster Rap”?

Or… Chrysler and Eminem?

https://www.youtube.com/watch?v=SKL254Y_jtc

Big Love

Toyota has been with Saatchi & Saatchi (nee Dancer, Fitzgerald, Sample) since 1975. Car accounts are hard to move.

“A car account always has been a rite of passage in the world of agencies,” said Jon Bond, co-chairman of Kirshenbaum Bond Senecal & Partners. “It’s like being a made man in the Mafia, but … today, you can get whacked the next week.”

Big Need

Two of the more interesting questions and answers from my interview with Ian Beavis, EVP Automotive at Nielsen and ex auto CMO point to the fact that agencies can find a wedge service into auto accounts. Go for it boys.

Levitan: A final question. Agencies have a hard time creating a competitive agency brand positioning. Any insights and advice you can give to the agency world on how to be distinctive in this highly competitive category?

Beavis: You rarely hear of an agency being a business solution provider, as it just doesn’t sound cool or creative. A good agency solves a client’s business issues and is a partner. Very few qualify and even fewer truly embrace this challenge.

Levitan: What are the current digital hot buttons at car companies?

Beavis: Quality lead generation and follow up. It is the top priority with all OEMs

So, be smart, be distinctive, be a problem solver… get going.