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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