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Positioning

The First Day of the Rest of Your Ad Agency's Life

The First Day of the Rest of Your Ad Agency's Life

Your agency deserves to be noticed!

But you need to do your part too. You’re responsible for making it as easy as possible for your best customers to find you. A strong strategic positioning is one of the best ways to differentiate yourself. 

Landing on the right positioning for your agency can be emotional, soul-searching work, and emotion tends to cloud our judgment and compromise our objectivity.

What if you had a way to remove emotion from the equation? What if you had an equation to lead you to a clear articulation of your value?

Is 2018 the year you regain control over your agency’s new business destiny? 

Read more.

What’s the Real Cost of Being a Generalist Ad Agency?

What’s the Real Cost of Being a Generalist Ad Agency?

Despite extolling the virtues of brand positioning to clients, many agencies fail to properly develop their own brands.

It’s a classic story of the shoemaker’s children who wear no shoes—a tired proverb, to be sure, but perennially appropriate.

But, we never hear how those children turned out. Did they grow up plagued by chronic foot problems? Did they become adults whom you could dress up but never take out?

Or, is it possible they turned out OK?

I’ve met too many agency CEOs, especially of small to mid-sized agencies, who find specialization such a hurdle (mentally, emotionally and operationally) that they end up not doing anything at all.

Rather than let those agencies languish, I’ve started developing alternative methods to at least help them raise their profiles and pursue clients in a consistent, sustainable way. 

In this month’s post, I share some of those methods, and offer a way to determine if being a generalist is worth the investment for your agency.

A Hack for Ad Agency Positioning: the Pixar Pitch

A Hack for Ad Agency Positioning: the Pixar Pitch

Finding NemoToy Story, and the latest, Inside Out - why are Pixar films so universally charming and compelling? ("And what, exactly, does that have to do with my ad agency's positioning?" you ask. Patience, you'll find out.)

A former Pixar story artist named Emma Coats discovered that all Pixar plots follow one simple format. And it forms the basis of a perfect pitch.

Want to know what this magic formula is? Check out my latest blog post on how the Pixar Pitch is an ideal hack for developing your ad agency's positioning.

Positioning Your Ad Agency - Part 2: Don't Be All Things to All People

Positioning Your Ad Agency - Part 2: Don't Be All Things to All People

What's a "brand-centric consumer catalyst" anyway?


My last blog post tossed around the notion that it’s almost impossible for a full-service ad agency to have a completely unique selling proposition, so it's understandable that many agencies veer the other direction and try to be all things to all people. I think this stems from a fear of losing out on opportunities by being too specific, but in fact I’d wager that the opposite is true. The more you can articulate who you truly are, the more easily the right prospect will find you and the wrong prospects will avoid you.

Made Movement in Boulder, CO is a great example of an ad agency that's boldly put a stake in the ground. With clients like Seventh Generation and Church's Chicken, it seems to be paying off.

There's a lot to be learned from Made's approach -- check out my latest blog post.

Positioning Your Ad Agency: How Important is the "U" in USP?

A Unique Selling Proposition – we should all have one, right?


The truth is, an astounding number of advertising agencies don’t and there’s a very good reason for that. With approximately 20,000 agencies in the United States all pretty much offering the same set of services, the chances of landing on a completely unique selling proposition are slim. Unfortunately, many agencies go to the opposite extreme. Fearing missed opportunities, they get seduced by the idea of being all things to all prospects.

My latest blog post explores the notion of "unique" when it comes to positioning your ad agency and includes a few concrete steps to get you focused on what matters to your prospects.