It’s Time to Sharpen the Hook

Only a few decades ago, ad agencies had a pivotal seat at the client’s business strategy table. Their hook? Different thinking, great ideas. Then they gave it away. How? They started selling ads instead of ideas and focused on advertising instead of business solutions. As a result agency status dropped from partner to supplier and clients went elsewhere for insights and ideas.

Clients now complain that their agency’s ideas aren’t relevant to their core strategies – agency people just don’t have the business acumen. The financial impact of this trend has been crippling: consulting houses command a 20-50% margin while ad agencies – once comfortable at 15% – now struggle to make 7-8%.

But the tide is turning. It is widely accepted that creativity and thinking differently are the key determinants of success in the coming decade.

This is advertising heartland. It’s time to sharpen the hook. It’s time to get back to the table. How?

○ By having better thinking supported by better structures generating better conversations.
○ Creative and strategic thinking founded on rigour as well as innovation.
○ Structures, processes and models that clearly demonstrate the agency’s unique approach
and facilitate great ideas.
○ And conversations about the value of these ideas at a business rather than advertising
level.

Join the Adtopia team and Mo Fox in 2013 for our Innovative and Strategic Thinking 3 Month Intensive Workshop and unlock your potential for developing greater insights, building stronger partnerships with your clients and becoming a thought leader in your agency. Check out adtopia.com.au/training for course details or contact us as info@adtopia.com.au for more information.

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