Earlier this year I made that all important decision to find a new job, a new challenge that would push me and move my career to the next level. So I began the job hunt, exploring my options and having a good look at those agencies that I really was inspired by. It took me 12 months to find â€˜the oneâ€™!
Before I go on this Blog isnâ€™t about me talking about how great Fogg Associates is and all the wonderful things that attracted me to themâ€¦yes they are pretty cool but the experience of job hunting really gave me an insight in how agencies position themselves.
We are all looking for that â€˜thingâ€™ that defines us, that makes us stand out and gives us an unrivalled positioning in an incredibly crowded marketplace.
Out of all the agencies I went to see, and there were quite a few, there wasnâ€™t one that I honestly felt had something truly unique to say about what they offered, everything is simply packaged up in a different way. But where we do try to differentiate is with our brand, our culture, our approach, our personality and our vision, we try to differentiate on the experience we offer our clients.
Some try and set their brands apart with a quirky name, or quirky office environment, others with a clever strapline, some talk about how â€˜effectiveâ€™ they are and a lot talk about their culture and personality.
This really got me thinking from a clients point of view and how they â€˜shopâ€™ for an agency. When I first started my career the industry was more clearly defined. There were pure advertising agencies, pure design agencies, pure PR agencies and the digital side of things was just taking off. Now we have all merged in to one and many of us can now offer a â€˜one stop shopâ€™ to our clients. And we are constantly adding to what we do with the addition of services we can offer. The way our industry has evolved and continues to evolve has made it confusing for clients.
So I did a little bit of research and spoke to clients past, present and (hopefully) future. In a number of one to one sessions I explored the agency â€˜landscapeâ€™ to understand how clients felt about us.
There were two clear camps of thought around how people feel about usâ€¦
A respected resource:
â€œWe value what an agency offers, we canâ€™t do this ourselvesâ€.
â€œWe see an agency as something we need, an external teamâ€.
There are clearly those clients that see us as being integral and part of their team where others just see us as delivering a service. We can probably all relate to this as from time to time we must always adapt to how a client wants to work with us.