Read the ABOUT page of any agency’s website or read through some of their promotional material or listen to their capabilities presentation and you are likely to read and hear the same descriptions over and over again.
Nothing new, certainly nothing differentiating, even if they say, “but it’s really true about our agency. We really are strategic. We really are fun to work with, yada, yada, yada.”
Here are the ten things agencies are most likely to say about themselves:
- We’re full service
- We offer comprehensive solutions
- We provide great ideas
- We are results oriented
- We use an integrated marketing approach
- We have a wide range of experience
- We are strategic
- We have great chemistry
- We provide you with our best people
- We have award winning creative
Sound familiar? Sound the same? Care to add to this list?
Agencies commonly fail to differentiate themselves. They typically focus on what makes them the same instead of what makes them different and that is why they look and sound the same to prospective clients.
Agency’s that try to appeal to everyone are appealing to no one.
A diverse portfolio of clients, for small and midsize agencies, is not a sign of strength but a sign of weakness.
Additional articles of interest:
- Agencies Need a Position for New Business
- Win New Business by Finding Your Sweetspot
- Ad Agencies Try to Appeal to Everyone
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Michael Gass, agency new business consultant, primarily to small and mid-size advertising agencies, utilizing both traditional and new media tools.
September 24, 2008 at 12:20 pm |
Pretty comprehensive list, but you could add “we’re a partner”.
September 24, 2008 at 12:22 pm |
Yes, that is another good one that is heard often.
November 11, 2008 at 12:45 pm |
[...] original here: 10 Things Ad Agencies “Usually” Say About Themselves Share and Enjoy: These icons link to social bookmarking sites where readers can share and [...]
November 17, 2008 at 1:36 pm |
You could retitle this post “10 Things Clients Usually Say They Look For”.
November 17, 2008 at 3:51 pm |
Todd, Thanks for taking the time to comment. I believe clients are looking for specialists instead of generalists. When agencies use terms like these to describe themselves they fall into the same batch of all other small to midsize ad agencies with no point of differentiation.
November 17, 2008 at 6:54 pm |
we turn insights into action
we’re close to the customer
November 23, 2008 at 10:47 am |
We’re the new generation agency. Amazing post, it’s funny cause it’s true.
November 23, 2008 at 4:14 pm |
This is hilarious! How ’bout “We’re Different”…
November 23, 2008 at 4:30 pm |
Jennifer, I’ve actually heard that one on a number of occasions!
December 12, 2008 at 1:12 am |
– we’re results-oriented
– we’re passionate about developing long-lasting relationships with the consumer
December 12, 2008 at 11:12 am |
Hahaha, so true ~ and sometimes “we employ the most innovative talents”
April 22, 2009 at 1:16 pm |
“… and we have fun doing it.”