The FOUNDATION of an ad agency’s new business program is its positioning. “By appealing to everyone, brands end up appealing to no one. Standing for everything is the same as standing for nothing.” Tim Williams, author of, Positioning for Professionals
7 Benefits from the Right Positioning for Ad Agency New Business
Stop the Bullying for Ad Agency New Business
Agencies have only themselves to blame, making it easy for clients to bully them around. Agencies claim to be different but most are pretty much the same and sameness always breeds differentiation based on price. There has been little innovation from agencies to migrate away from the old model of advertising. It still astounds me […]
Ad Age: Clients Change Ad Agencies Like they Change Underwear
These are just a couple of the quotes from Rupal Parekh’s recent Ad Age article, “Serial Reviewers’ Risk Brand Damage, Fewer Shops Willing to Pitch,” regarding a growing blacklist of marketers that tend to put their advertising accounts into review every couple of years.
Fuel for Thought
“The common failing among agencies seeking new business,” says agency search consultant Bob Lundin, “is their inability or unwillingness to name what they stand for and market themselves on distinguishable differences.”