Should Agency Positionings Be Different?

I saw a thing on the twitter today, someone offering agency people a free copy of the book Escape The Sea Of Sameness, which promises you'll learn how to define a truly unique positioning strategy for your agency.

It got me thinking, if advertising agencies are truly diagnostic (ie. they start with the client's problem and situation and work out the right thing to do for them) rather than prescriptive (ie. they think they know what the answer is going to be before the client even walks in), can all agencies ever really have truly unique positionings, apart obviously, from their talent?

What do you think, dear reader?

6 comments:

  1. I think I'm way too sober for a Thursday afternoon to answer that question. How about you guys swirl up some Drambuie with Fentimans cocktails?

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  2. Agreed. For good agency find good people. Everything else is admin.

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  3. Fair enough anon.

    What are you playing at? We've already cracked out the G&Ts over here.

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  4. Wasn't playing at anything really. Maybe the lack of booze while working on an alcoholic beverage client has got to me.

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  5. To me an agency's work serves as a demonstration of its positioning. And a simple, clear statement of what an agency's belief is when it comes to advertising.

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  6. If its about "occupying a distinct position, relative to competing brands, in the mind of the customer" then many agencies will have a positioning anyway (ie. biggest, most awarded, the one that did the (x) campaign, and Saatchi & Saatchi. ) Its the ones that don't that should worry. They are not in the minds of the customer.

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