part 2 - the best and all the rest: what makes great agencies great
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An exploration of the practices of the most widely-admired advertising agencies. (Part 2 of 3).TRANSCRIPT
Tim Williams ignition consulting group www.ignitiongroup.com
The Best and All the Rest
What Makes Great Agencies Great
What Makes Great Agencies Great
Part 2 (of 3)
PurposePrinciplesPositioningProductPeoplePromotionProcessPlacePerformance
Positioning
Can you describe your agency in 30 seconds?
WHAT SEPARATES THE BEST FROM THE REST
They stand for something.
Commodity
BrandRecognized Name
“The common failing among agencies seeking new business is their inability or unwillingness to name what they stand for.”
Agency search consultancyJones Lundin Beals
Michael PorterHarvard Business School
“The essence of strategy is choosing what not to do.”
Narrow is not the same as
small.
Product
WHAT SEPARATES THE BEST FROM THE REST
They do what they do best and find resources for the
rest.
BIG BRAINSsmall machine
small brainsBIG
MACHINE
The Hollywood Model
Minimize the areas in which you are a commodity.
Maximize the areas in which you can be a brand.
Financial Capital
Human Capital
Intellectual Capital
WHAT SEPARATES THE BEST FROM THE REST
They are not professional service firms, but rather
professional knowledge firms.
CONSUMPTION-BASED
MARKETING
•Menu Gap Analysis
•F&B Intelligence
• Consumer
• Operator
• Trends
•Culinary Concepts
•Recipe Development
•Culinary Writing
•Chain Account Presentations
•Trade Show Representation
•Culinary Consulting
•Press Releases
•Event Planning & Management
•Product Releases
CulinaryPublicRelations
•Strategy/Planning
•Web Apps/Brand Sites
•Application Service Products
•Usability
•Rich Media/Outbound Comm
Interactive
•Media Planning
•Media Buying
•Schedule Maintenance
Media
FOODIQ™
WHAT SEPARATES THE BEST FROM THE REST
They know clients don’t need more information, they need more insight.
Source: “Marketing and Media Ecosystems 1020”, Association of National Advertisers, 2008
Percent of marketers who agree that consumer insights are more
important than they were five years ago:
84%
WHAT SEPARATES THE BEST FROM THE REST
They improve the process at the front end to
improve the result at the back end.
What is the leading cause of unprofitable assignments?
REWORK
“There’s never enough time to do it right the first time, but there’s always enough time to do it over.”
Anonymous Copywriter
Productive Work
Process
Process
Source: Steve McConnel: Software Project Survival Guide
Productive Work
Clarifying client expectations
Clearly defining scope of work
Collecting more complete information
Writing more complete briefs
Giving better briefings
Breaking out work in phases
Previewing the direction with the client
Avoiding false starts
The best agencies do the best job on the front-end process
WHAT SEPARATES THE BEST FROM THE REST
They spend their ideation time on ideas, not
execution.
Computers don’t create concepts
“The Schenck Manifesto”
Advertising Columnist Ernie SchenckCommunication Arts, November 2005
8. Art directors will not be permitted to use Photoshop until an actual concept has been determined.
25. Copywriters shall glue their laptops shut for a period of one month during which they will reacquaint themselves with a pad of paper and a No. 2 pencil.
WHAT SEPARATES THE BEST FROM THE REST
They have an extremely collaborative way of
working together.
SWARMING
SWARMING
1. Anyone can call a swarm.
2. A swarm can happen anywhere.
3. A swarm is informal.
4. A swarm can be spontaneous.
5. Not everybody has to be available to attend a swarm (they can catch up later).
6. A swarm is not a traffic meeting.
7. In a swarm, anyone can have a good idea.
WHAT SEPARATES THE BEST FROM THE REST
They have integrated digital into the fabric of
the agency.
Writer Visual Designer
Experience Designer
THE NEW CREATIVE HYDRA Experience Design (XD)
Interaction Design (ID)
User Experience (UX)
Information Architecture (IA)
WHAT SEPARATES THE BEST FROM THE REST
They just keep coming back with better work.
“Just keep coming back with better work.”
Lee ClowTBWA/Chiat/Day
“We don’t believe the process of creating advertising has to be painful. We have absolutely no desire to come to work and spend the day arguing with our clients.
What we do have is an ability to work very hard until everybody is satisfied. This is our belief. This is the way we work.”
WIN-WIN OR NO DEAL
Both parties have to be satisfied with the work.
WHAT SEPARATES THE BEST FROM THE REST
They don’t just create great work, they
actually get it produced.
“Fifty percent of doing good work is actually having it made. And getting it made means understanding the obstacles.”Paula Scher, Pentagram
“You don’t sell your own product as well as you sell your client’s.
You just don’t take the selling part of your job seriously enough.”
Tom MonahanConsultant and Creative Coach
Who is responsible for presenting the work?
The writer or art director
The account executive
The account planner
My work
My client
My consumer
WHAT SEPARATES THE BEST FROM THE REST
They clarify client expectations every step
of the way.
Scope of Work
Scope of Value
Business objectives Roles and responsibilities of agency vs. client Special client factors Process for reviewing and approving work Measures of success Definition of what constitutes good work
EXPECTATIONS
AUDIT
Contract of Expectations
Tim Williams ignition consulting group www.ignitiongroup.com
The Best and All the Rest
What Makes Great Agencies Great
What Makes Great Agencies Great
This concludes Part 2 (of 3) of this free slideshow version of “The Best and All the Rest” from Ignition Consulting Group.
More information about seminars for marketing communications professionals on the Ignition website at www.ignitiongroup.com
www.ignitiongroup.com
Please direct inquiries to [email protected]