PEOPLE + Proposition

Being in between gigs I have had the chance to talk to many of the agencies in Atlanta recently. Combining this with my time working at several big agencies, it seems to me that there are some distinct positions agencies are moving in between. Only a few of them seem to equate to a compelling value proposition. I look at a few of the more prevalent ones below.

Positioning one: Strategy

These agencies stand their ground and don't cave into the lure of revenue from junior staff. They hire senior pros, they go in with strategy, that is what they sell. The execution is as needed. There is little work for the sake of work. Of course, the private agencies are in a better position to do this than those that are beholden to Wall Street. A challenging position, but no doubt a more unique value prop than others.

Positioning two: Creative

This position is about art. It's about being artists. Compelling, exciting, award winning creative is the lead sales point. This is all good, but it seems that is needs other elements to stand alone. My sense is that this is not a long term proposition. Businesses face too many challenges to pay big money for beauty, they must have ROI and other concrete wins. This is great as a part of a portfolio, it feels thin by itself.

Positioning three: Advanced Experience

Where are we going in the next decade? How will people be experiencing digital content? Got a picture in your mind? OK, then let's build for that now. Get the IT pieces, the organizational systems, and the partnerships in place now to be there first. Broadband, on the go, distributed, democratized, less about page turning and more about visual immersion; these things are where we are likely headed. Lot's of value and differentiation to be had here.

Positioning four: Buffet

We do it all. The services page on the website is a laundry list. Full service. Many of the big agencies are in this mode. One stop shops can serve big clients and create 100 million dollar agencies portfolios. The danger is you loose identity for size. When Avenue A pitches against Digitas, how does one really differentiate against he other. The reality is they really can't. It comes down to who puts on the best show.

Of course there are also other positions and many specialty firms focusing on search, production, etc.

At the end of the day, no matter where an agency falls, its about people. However, better to have a unique, compelling value proposition and great teams rather than just the latter.

J