Practising What You Preach

Tim Williams
Ignition Consulting Group

Agencies, like everything else, are brands. Yet, of the thousands of firms that call themselves 'advertising agencies', painfully few have a unique reputation of any kind. Agencies need to do for themselves what they do for their clients: build a strong, distinctive brand. But they are usually so eager to be  a 'full-service integrated agency' that they try to stand for everything.

Open the pages of a typical agency brochure and you see language like this: 'Jones & Smith is a full-service integrated marketing communications firm serving a wide range of clients in a variety of industries. From advertising to public relations, sales promotion to internet marketing, we're dedicated to generating results for our clients through smart strategic thinking and creative marketing solutions.'