This BUSINESS DEVELOPMENT information is for agencyfinder.com Certified Agencies, Agency New Business Executives and agency subscribers. We communicate with registered member-agencies using e-mail.
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.shtml
Based on feedback since, we've had conversations with agencies AND clients - to ask what might happen if agencies really did brand themselves.
Imagine if your agency were to "sign & brand" every ad you 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,
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