Part 1 (of 3

)
Purpose Principles Positioning Product People Promotion Process Place Performance

What Makes Great Agencies Great

The Best and All the Rest
What Makes Great Agencies Great
Tim Williams ignition consulting group www.ignitiongroup.com

12,000
Agencies in the U.S.

“There are perhaps as few as 40 or 50 agencies in the United States that can actually manufacture a good campaign, and possibly 10 that do it consistently.”
Richard Kirshenbaum and Jon Bond “Under the Radar”

If you just copy, you’ll always be left behind

Exponential differences
Total Awards

1
2

Crispin Porter + Bogusky
TBWA Paris

695
335

3
4 5 6 7 8 9 10

Abbott Mead Vickers BBDO, London
DDB London DDB Chicago JWT London Dentsu Tokyo Forsman & Bodenfors, Sweden Taxi, Toronto Goodby Silverstein & Partners

290
270 220 185 180 165 165 155

*Total awards in major worldwide award shows, 2007

Best Next Practices Practices

Lagging Indicators
(Effect)

Leading Indicators
(Cause)

What are the leading indicators of agency success?

Purpose

WHAT SEPARATES THE BEST FROM THE REST

They know what drives them from inside.

“Every employee should feel that he or she is contributing to something that will actually make a genuine and positive difference in the lives of customers and colleagues.”

Gary Hamel Harvard Business School Author, “Leading the Revolution”

Purpose-driven companies outperform traditional companies by up to

7 to 1

The market

The competition
The numbers

Purpose comes from the inside

The client

OUTSIDE

INSIDE

Business

Movement

Money

Meaning

“Profit isn’t the purpose of a business, but rather a test of its validity.”
Peter Drucker

THE BIG IDEA

THE BIG IDEAL

To be a catalyst for changing popular culture.

What business are you in?

To create and own ideas and products that allow us to share in our clients’ success.

Purpose:

To organize all of the world’s information.

or do you want to change the world?

“Do you want to sell fizzy water,

1.Is it inspiring and motivating? 2.Does it make a contribution to something greater than earning a living? 3.Is it a purpose or a platitude?

Testing Purpose

WHAT SEPARATES THE BEST FROM THE REST

They set extremely ambitious goals.

“The greatest danger for most of us is not that our aim is too high and we miss it, but that it is too low and we reach it.”

Michelangelo

So how good do you want to be? Pretty good.

Good.
Very good. The best in your region.

The best in the world.
Source: Paul Arden, “It’s Not How Good You Are,It’s How Good You Want To Be.”

Remarkable agencies aren’t just trying to create advertising, but in some small way change the world.

Ambitious Goals

1.What would we like to create that never existed before?
2.What would we like to accomplish that would be considered extraordinary? 3.What could we do that’s insanely great?

“A big problem with working at ad agencies is that management is too often unwilling to stand up for their own people if it means taking on the client.”

74%

agree

2004 Study of advertising professionals by Euro RSCG

Principles

WHAT SEPARATES THE BEST FROM THE REST

They know there’s something more important than money.

The things we will always do

The things we will never do

Principles = Rules of Engagement

“We don’t believe in defending current clients in a review.”

One Set Of Core Values* Drives Everything And Everyone.
• • • • • • • The single-minded devotion to, and the belief in, the power of creativity. The unconditional belief in the dignity of the individual. The belief in “family” as a business model. Seeing risk-taking as a friend. Success as a business imperative. The importance of remaining humble. The necessity of having fun.

*Written six months before the agency opened in 1981.

 Charge for ideas instead of time.  Put some skin in the game.  Focus on building a catalog of
intellectual property.

 Allow individual employees to keep
some ownership of great ideas.

Make mistakes faster.
Don’t enter award competitions. Avoid software. Don’t clean your desk.

Bruce Mau Design

No spec creative in new business presentations.
Among top ten biggest agencies in U.K. Among top ten creative award winners. Among top ten in IPA Effectiveness Awards. Most profitable agency in the U.K.

Bill Bernbach

“A principle isn’t a principle until it costs you money.

WHAT SEPARATES THE BEST FROM THE REST

They value greatness over bigness.

“Growth for the sake of growth is the ideology of a cancer cell, not a strategy for a professional services firm.”

Agency Holding Companies

Savings through “economies of scale”

= .25%
Source: Study by Professors Alvin Silk And Ernst Berndt, as published in Admap, September 2005

“Market share has nothing to do with profitability.”

Herb Kelliher Founder of Southwest Airlines

BAKER’S LAW:
Ron Baker Founder, VeraSage Institute www.verasage.com

drive out
good clients.

Bad clients

This concludes Part 1 (of 3) of this free slideshow version of “The Best and All the Rest” from Ignition Consulting Group.

What Makes Great Agencies Great

The Best and All the Rest
What Makes Great Agencies Great
Tim Williams ignition consulting group www.ignitiongroup.com

More information about seminars for marketing communications professionals on the Ignition website at www.ignitiongroup.com
Please direct inquiries to info@ignitiongroup.com

www.ignitiongroup.com