Practising what you preach

Tim Williams, Ignition Consulting Group, believes that advertising agencies need to think harder about how they position themselves – and how they distinguish themselves from their competitors.

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...

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