Answers for Adam: Why do agencies struggle to build their own agency brands?

adam-ferrier-2-copyYou’ve heard the story about the cobbler whose kids got around in old shoes, it reminds me of the current state of agency brands. Grab hold of any creative agency brand, and barring two or three notable exceptions very little pulls them apart. 

At a rational level nearly all creative agencies have strategy, creative, account management and production as the services they offer.  At an emotive level I don’t get a lot of difference either.

At a push the new ones will amplify their nimbleness, smaller size, and possibly independence.  The more established ones will highlight the benefits of being connected to a global network.

With a lack of a clearly articulated brand most agencies therefore rely on ‘talent’ to differentiate themselves. Unfortunately, when the talent moves on so does the equity of that particular agency (again with some notable exceptions).

My question is, if as an industry we are extremely good at helping our clients create powerful enduring brands, why do so many of us struggle to create an equally strong agency brand?

Adam Ferrier is CSO / Partner at independent creative and media agency, Cummins&Partners. Twitter @adamferrier


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