How To Position An Advertising Agency
Ok, but first: Here is a comprehensive guide the ANA dug that will help your agency become a winner in today’s crazy advertising marketplace – The Advertising Agency Survival Guide.
Part I: The Advertising Agency Position – The Heart Of Your Agency And Reason For Being
An updated look at how to build a smart advertising agency position today… Agencies are wondering how to position themselves in the current environment. I have some thoughts before I get to the details on how to position your agency.
- If you have worked on and delivered on a smart advertising agency position in the past couple of years, do not toss it away because it might not be a perfect business development strategy for 2024. For Example, if you ‘own’ the positioning/expertise in travel and hospitality, do not totally back burner that hard-fought-for brand equity—you might have done that during Covid days. But it is back.
- Be a very strategic thinker and an insight-driven agency. Be the idea guys. Have ideas that relate to your current and future clients – meet their current needs. Do and deliver market research. Drive respect for your brains. Use this to stay in touch. Truly valuable insights will not be viewed as ass being too ‘salesy’.
Need one simple but, believe me ahead of your compeitive agency curve… do some reasech and thinking abut the new Tik Tok advertising world. And, OK AI.be the idea guys in whatever thing is on a client’s mind. Make them smarter.
One more, why don’t you get one of your folks to start a respeted Tok Tok channel. but, please do not make it about your agency. i have a few ideas. need them?
The Starting Line
.My perspective on this series is that you have to read all three parts to maximize your agency’s benefits. Yup, all three.
Read it all. As Enzo Ferrari would say: “Devi differenziare la tua agenzia. Per fare ciò, leggi tutte e tre le parti.”
Why start with Ferrari?
I think Ferrari is a well-positioned brand (LOL, how’s that for an understatement!). Ferrari is known for its racing heritage, engineering, design, and luxury. Everything they do supports their positioning and, importantly, sales.
At this point, you might be asking two questions.
- “What does Ferrari have to do with my advertising, digital or design agency?”
Well, your agency’s brand positioning needs to be as well designed and supported as Ferrari’s.
2. “Do I really need to hear yet another advertising agency business development consultant tell me that advertising agencies need to do a better job of positioning their agencies?”
Yes. Why? Because the great majority of marketing communications agencies look and sound alike. Not sounding like the guy down the street will result in your driving a much more powerful agency
Before I get into the meat of the positioning issue, I’d like to help answer one of the most perplexing questions of our time:
Is the term “Advertising Agency” still relevant?
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