This CLIENT SEARCH NEWS is for individuals registered @ agencyfinder.com. Forward to those in your company or others elsewhere involved in the advertising or public relations agency selection or review process.
CONTENTS:
1. What if Your Agency Really
Practiced Branding?
2. In the World of Lists,
How Does Your Firm Rank?
WHAT IF YOUR AGENCY REALLY PRACTICED BRANDING?
Real branding (let me repeat - Real Branding) may be a partial answer to what ails some agencies.
Specifically, the downfall and demise of agencies like D'Arcy, Bates, Earle Palmer Brown, Hample/Stefanides,
HDC, BaylessCronin and some other twenty-two more U.S. ad agencies begs the question - how can
agencies with great client rosters simply slip away, or be disassembled and distributed as
piece-parts? How can their peers or an
admiring public let that happen?
But what even suggests that peers or the public have any idea who does what and when? If the public
did know, might it be less likely that a great Brand (agency) could simply be put to rest without
cries of complaint and alarm? We kicked this topic around before - see our Special Edition Flash
Report 10-24-2002 at:
http://www.agencyfinder.com/agencynews10242002.html
Based on feedback since, we've had conversations with clients AND agencies - to ask what might happen
if agencies really did brand themselves.
Imagine if your agency were to "sign & brand" every ad they produced. Translated - a small but visible
agency mark, logo and credit line (or voiceover), similar to a photographer's or illustrator's credit
line that states "Proudly produced by X Agency, Chicago, IL". As best we've come to know, it's not
being done by anyone.
Agencies generally remark - "clients wouldn't allow it", or "clients wouldn't pick up the tab". Yet
photographers and illustrators have been doing it for years, and not because they work without payment.
Publishers pay and allow it; why can't clients? Is it just a question of asking permission? On the
pay-for-it issue, if there's value, an agency should be happy to pay for their pro-rata portion, or
reduce production costs accordingly. After all, that's positive exposure and an investment in new
business development.
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