Shoeing the Cobbler’s ChildrenOr how to help marketing services agencies develop a differentiated proposition and compelling narrative

Martin Thomas @crowdsurfing

The Cobbler’s Children’s Shoes Are Never Mended

Marketing services agencies are very adept at helping clients develop differentiated and relevant propositions and at devising coherent and compelling brand narratives, but they are consistently poor at applying these skills to their own businesses.

As a result the marketing services industry features a huge number of ill-differentiated agencies, failing to stand-out in a highly cluttered marketplace. They all claim that they are different but to the ears of most clients they all sound the same.

Over the past few years - working with a large number of advertising, media, PR, sponsorship and digital agencies - I have developed a simple, six-stage planning methodology that can help agency leaders develop propositions and narratives that cut through the market clutter.

1. Align

2. Audit

4. Articulate

3. Analyse

6. Action

5. Amplify

Planning Methodology for Agencies

o Six logical stages, that can be completed in a matter of weeks

o Engaging both internal & external stakeholders

1. Align

o Objective Internal alignment* on:

• Agency’s strategic vision• What agency stands for – values, desired reputation• Commercial objectives (short & longer-term)• Perceived client needs & market opportunity

o Best way to achieve this objective Workshops & one-one briefings with multi-level agency team.

Issues or disagreements need to be resolved before beginning any further work

* This is often the biggest stumbling block. All too often the agency leaders do not agree on vision, values & objectives

2. Audit

o Objective Understand external perceptions of the agency (strengths &

weaknesses) Identify current & future client needs Review market opportunities

o Best way to achieve this objective One-to-one stakeholder interviews, ideally conducted by

someone independent of the agency*

* Clients and other stakeholders are more likely to give an honest appraisal of the agency to an independent/external interviewer than to an agency employee.

3. Analyse

o Objective Merging internal & external inputs to develop a credible,

relevant and differentiating proposition that:• Aligns different parts of the business• Has potential to inspire team, interest market & open up new

revenue streams

o Best way to achieve this objective Strategic planning session for small group of internal & external

experts• Test that needs to be applied to proposition

… Is it credible for this agency? Is it differentiating within market (or simply a category generic)? Is it relevant to our people & clients? Does it excite us with its possibilities?

4. Articulate

o Objective Creation of an agency narrative/story that can be used across

all internal and external channels

o Best way to achieve this objective Recruit an external copywriter/journalist*

* Even agencies that you would assume employ people with good writing skills struggle to articulate what they do. This is where an external perspective and focus can be useful.

5. Amplify

o Objective Review the implications of adhering to the proposition for all

aspects of the agency’s business• E.g. What does it mean for …

• … the way we work?• … the way we are structured?• … the way the offices look & feel?• … the type of partnerships we establish• … NPD?

o Best way to achieve this objective Agency workshops & internal creative sessions

• … training• … future recruitment• … commercial strategy?• … marketing?• … credentials?

6. Action

o Objective Putting the initiatives developed during the Amplify stage into

practice

o Best way to achieve this objective Assign different tasks/workstreams to key individuals Track progress formally (management meeting agenda item) Review progress after 6 & 12 months

Martin Thomasmartin@crowdsurfing.net@ crowdsurfing