Agencies Need To Find Their Obsession
The most interesting people in life are the ones who know exactly who they are. Agencies are no different. Problem is, agencies are all the same. With some minor fluctuations here and there, they all have the same general structure, the same kinds of people, the same deliverables, the same ways of presenting, the same everything.
So, to differentiate, agencies try very hard to figure out what they stand for. But the problem with the old “stand for” question is that all agencies, because they are advertising agencies, stand for one of two things: getting results for their clients OR simply valuing great creative. Some try to stand for both, but it doesn’t matter. None of this territory will ever be differentiating. Plus it’s too rational.
Agencies need to look harder at themselves.
Find your obsession.
Instead, I tell my agency clients to differentiate emotionally by finding their obsession. I challenge them to think through what they do, how they do it, the end results, the types of clients they attract, etc., and then try to articulate the motivation behind it all (tip: I scour my clients’ old RFPs, pitch presentations, and websites for clues - that’s where I tend to find little brilliant, but neglected, gems. Because in your obsession will be your differentiating point-of-view, and at least a fresh way to talk about all the same old stuff every other agency, including yours, must talk about in pitch situations.
Is your obsession about a specific psychological effect that truly makes a consumer change behavior? Is it something about your own unique approach that you really believe in? Is it something about how you unpack a brand for its consumer? Is it about a common marketing enemy that you’ve identified and are built to slay?
Whatever the obsession is, find it, articulate it strongly, and then BE it.
Your obsession will galvanize the agency.
Once your brand idea, in the form of an obsession, is articulated, watch all of your communications - from RFP to the web site to the presentations to the agency’s culture itself - suddenly galvanize around this obsession. You will likely see your agency’s blog transform from news about the agency (not a blog) to an inspiring place that continually dimensionalizes, proves the importance of, and cements your ownership of, this obsession (a real blog).
Case study: Heat Advertising and the power of surprise.
More times than not, a competitive pitch is about getting your prospective client to believe in you. And if you can convince that client that your agency’s obsession will give their business an edge, you greatly increase your odds of winning.
Will Burns is an independent consultant and the Founder & CEO of Ideasicle X. Email him at willb@ideasicle.com.