You're going to hear a lot about Adam Ferguson over the next few days. He's been filling my inbox with all sorts of interesting tidbits that just demand to be blogged about.
Let's start with this little number from AdAge last week: "Six Ways Ad Agencies Are Reeling in New Business Now "
Smart idea. Increasingly, our clients - and our potential clients - need to justify their budgets and their decision making to senior leadership. They need an easy way to say why this company / why now / what the impact will be.
What's more - they're up against incredible pressure to produce. To do things in innovative ways that deliver previously-unrealized results. They need the hope of a new, big idea.
An agency position founded in a provocative, relevant point of view is absolutely one way to deliver on both.
Four agencies that are already there:
Cult Marketing creates Cult Customers: This savvy, growing firm outside Columbus hinges their story on connecting with the very customers who are driving the word-of-mouse and word-of-mouth trends we're all chasing. They start with insights but drive every project on ROI.
Sullivan Higdon & Sink in Kansas City delivers men. Yeah, yeah, we've heard over and over how 80% of purchases are influenced by women, but these guy-knowing creatives take on the products that need that shot of masculine purchasing power. These are "Men who buy engagement rings. Men who go camping and fly fishing. Men who run companies. Men who grill steaks and fry turkeys. Men who purchase industrial engines. Men who dig Star Wars."
Cow: I am forever a fan of this London-based agency of the year. Their POV: If you aren't news, make news. These provocateurs will do whatever it takes to get "get bums on seats, people through the door, products off the shelves and people thinking about your brand in new ways." Their claims to fame: "We’re the agency that got baked beans on the front pages of the papers, created the world’s most expensive burger and developed sausage and mash ice cream style cones and vans."
22Squared: This Atlanta/Tampa agency gets that branding isn't communication, it's behavior. And, they show their formula for connection through a crafty little framework called the friendship factor.