Clients Want Agencies Who Are Obsessed With Something
I talk to agencies all the time, from the large global players to the nimble boutiques. I talk to clients all the time, too. And as I hear their stories, a few clear themes are emerging. Themes that will require a more energetic and potent way to for agencies to differentiate from other agencies.
First, clients are hiring fewer “agency of record” partners and shifting toward short-term, project-based work. It’s a more flexible, cost-effective approach for the clients, but it also puts pressure on agencies to prove their value with each new, shorter engagement. Think more RFPs for less money each.
Second, in-house agencies have come a long way. Gone are the days when they were the place where aging creatives went to die. Today, they’re thriving, taking on projects that only the big agencies used to pull off. In some cases, they’re producing work that rivals (and sometimes surpasses) what traditional agencies deliver.
Third, clients are increasingly looking for specialization. When searching for agency partners, they aren’t just looking for generalist “advertising agencies”—they’re looking for expertise, a niche, a specific skill set that sets an agency apart from the rest.
In a market where clients demand specialization and boldness, it's crucial that your agency isn't just 'good at everything' but known for something specific, something magnetic. That's where the Obsession Approach comes in.
The Obsession Approach: Finding Your Agency’s Source Of Energy
I was the EVP Director of Business Development at Arnold Worldwide for 7 years. I know what clients look for, I know what pitch consultants look for, and I know how hard it is for agencies to avoid the trappings of being just “a full service agency.” That’s why I’ve developed this “Obsession Approach.”
What do I mean by “obsession”? It isn’t just a marketing buzzword. It’s the fierce, unshakeable belief that shapes how your agency sees the advertising world and drives every piece of work you produce. It’s what makes your agency’s heart beat faster.
But here’s the thing. Agencies are so close to their own magic that they can’t see it. I’m serious. For an agency of ex-Wieden fellas called “Must Be Something,” I went through all their new biz materials, and conducted the interviews with the principals, some clients, and freelancers who knew them well. And guess what the ultimate obsession was? It was the attitude behind the name, “Must Be Something.” That this band of pirates always have hope, always know they can solve it, always believe there must be something. It was right under their noses and they just needed someone from the outside to say, “That’s it!!”
Or Heat Advertising out of San Francisco. I remember doing an audit of their new biz materials and I found a great line on some buried page of an old RFP, “We believe in the power of surprise.” What a cool thought. So at the end of my report to the leadership team I put that line up on the screen and asked them, “Do you believe this?” They all looked at each other and then me and said, “Yes we do!” And I said, why not build your entire offering through this prism of “surprise.” Surprising creative, surprising brand planning stunts, surprising everything. They did exactly that and a year or two later were bought by Deloitte Digital and I’m told part of the reason Deloitte was interested in Heat was the fact it had such a clear, differentiating belief system.
In both cases, it took someone from the outside—me—to spot that obsession and bring it into focus. And once we did, everything changed.
I don’t just scan through materials. I listen, observe, and explore the nuances of your agency’s culture and philosophy to uncover what really makes you tick. Like the agencies above, I’ll interview the principals, some employees, some clients, pitch cunsultants who know you, and anyone else you think has insight into your company. I’ll also pour through your pitch materials to find buried nuggets (like Heat’s “surprise”). And I’ll report all the insights, good and bad, provide recommendations to improve the materials, and, most importantly, come up with 4 or 5 obsession ideas that are real, true, but heretofore unarticulated to kick off a workshop with the leadership team.
This process is more than a strategic exercise—it’s a rediscovery of your agency’s soul that, like a watch on your wrist, you habituate to and can’t feel anymore. When we uncover that core obsession, it becomes the prism through which the agency speaks about itself. Everything aligns through this new conceptual prism: your messaging, your pitches, your new business materials, your blog posts, everything. Clients will know instantly what you’re obsessed with and long for the energy behind it to be applied to their business.
Click here for more on my process and some case studies.
An Offer for five Agencies: Free Audit of Your New Business Materials
Now, let’s bring this concept to life for your agency. For the first five agencies to respond, I’m offering a free audit of your new business materials to help you get started. Here’s what I’ll need you to provide:
your last three RFPs
your last three pitch presentation decks
your website link
your case studies
any other materials you use to sell your agency.
I’ll review it all and provide a detailed report highlighting where you shine and where you could further crystallize your obsession to stand out. The goal? This free audit isn’t just about polishing your materials; it’s about igniting the first spark of your agency’s obsession, setting you on a path to a more magnetic, irresistible brand.
The first five to respond get the free audits. Email me by clicking the button below.
The agency world is changing fast. Now is the time to double down on what makes you, you. Let’s find that obsession, harness it, and make your agency unforgettable.
Will Burns is the Founder & CEO of the revolutionary virtual-idea-generating company, Ideasicle X. He’s an advertising veteran from such agencies as Wieden & Kennedy, Goodby Silverstein, Arnold Worldwide, and Mullen. He was a Forbes Contributor for nine years writing about creativity in modern branding. Sign up for the Ideasicle Newsletter and never miss a post like this. Will’s bio.