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.
I just received this link by twitter. Great blog and wow! it just inspire me a lot
Posted by: Laura Montero | April 22, 2009 at 04:03 PM
Great Blog Advergirl, mentioned the Sullivan, Higdon & Sink campaign over at The Direct Marketing Voice
Posted by: Luis Paez | April 15, 2009 at 05:23 PM
thanks for your post!
Posted by: runescape gold | April 08, 2009 at 01:58 AM
It does seem like the most successful agencies are the ones that are as good at selling themselves as they are selling the clients products.For the most part agencies do the same things, offer the same services it's all in the packaging.
Posted by: golublog | April 03, 2009 at 03:44 PM
On behalf of Cult Marketing we thank you for your kind word. Doug McIntyre, CEO.
Posted by: Doug McIntyre | March 26, 2009 at 10:07 AM
First, let me get the gritty part of this comment out of the way. Platforms, agency-positioning, patented methodologies, though models, unique systems, all these are at some level "just some abstract theory". Indisputable truth if looked at in a academic way. Just like all those idol-worshippers are paying homage to just some abstract theory, if you are a firm believer in ultimate spiritual truths.
That's not to say that that idols and platforms are worthless.
Advertising is about solidifying abstract brand values into tangible concepts/objects/characters in the viewer's or consumer's mind. That's the only way you get people to believe that Apple is innovative, or DHL is reliable, or whetever other nebulous ideas you want to convey.
There can't be a more nebulous and intangible idea than the value of the advertising agency itself in the mind of the potential advertising client. If an agency can't solidify it's own abstract value in terms that are appreciated by the potential client, then what are the chances they can help the client with the same problem?
Suddenly recognizable platforms make sense, and its nice to see examples of agencies that are running with the idea. Thanks for the interesting roundup.
Samir
Posted by: Samir | March 26, 2009 at 08:52 AM