The agencies that win the most new business have a differentiating position from their competitors. “Most managers invest their time and energy in trying to make their firms better, when in fact they should be also be working to make their firms different” – From Positioning for Professionals
Can you describe your ad agency’s positioning in 30 seconds?
Can you define your agency’s positioning in a simple statement? I can’t begin to tell you how many agencies I know struggle with this. The starting point for any ad agency new business program is your positioning. It is a fundamental prerequisite for small and midsize agencies. Positioning is everything. But it is also the place where most agencies where most fail.