Why No One is an Agency Anymore, and Why No One Cares

the death of advertising agencies

Last week I came across a string of agencies trying to convince me they were anything but what they are.

Several took on the tone of anti-heros, explaining how they were  great at losing pitches, and not winning awards (link withheld, just ask.). Still others picked names like Not an Advertising Agency or We Are Anti Agency, as their manifesto of difference.

Brutus, thou protesteth too much
At the moment it seems that everyone is keen to be something other than what they are, or at least different than who their competitors were last year. Even as they pursue the very same budget.

Production companies want to be ‘branded content’ producers. PR agencies want to be social media experts (here have a digital press release.) Social Media agencies (and naive SEO’s) are pitching as public relations firms.

Direct Marketing shops are now ‘integrated’ marketers, and event shops now do brand activation and brand experiences. Meanwhile digital shops seem thrilled to be picking up out-of-work ad planners from those now non-ad agencies. Half of digital spend continues to be online advertising – but no, they aren’t ad agencies either.

If you can find an ad agency, they are likely disguised as ‘idea companies’ or ‘brand building business partners’. And then there’s the MathMen, never an agency, they provide platforms to help those integrated multi-channel media partners from ever seeming Don Draperesque.

Naming vs. Helping
One of the best pieces of business advice I ever heard came from Owen Robbins of Teradyne, who on buying into our start-up gave us free reign to rename it. But just for thirty days. “Naming”, he explained, “can be a distraction.” Thirty days later we had no name, the business continued, grew, and was sold at a nice multiple of revenue with a still difficult name.

Speaking of difficult names, I like how the firm Analtech considered its name change. They emailed their clients and asked if they should change it. “Nope, make us new products instead” was the clear response from their buyers of analytical technology.

Agencies spend a huge amount of time agonizing on naming. It’s a process in which lots of people rationalize why what they do is different from others. But clients don’t shop based on a desire for difference, they invest in teams that can help solve their problems.

The difference between Heaven and Hell
Truth is, agencies are collections talented people, and so are client businesses. Either there’s chemistry and alignment, or there’s not. The difference between Heaven and Hell is who you’re with, and clients really do want to know your team.

Here’s advice the Forrester gave to agencies a few years ago, courtesy of Edward Boches blog:

  • Share Ideas:  note this does not mean messages or ads
  • Interact:  engagement, connection, community, media
  • Leverage Intelligence, as in you need to collect, report, analyze and predict: if you don’t have robust analytics, you’re in big trouble

     

Culture and People Trump Name
Before anyone cares about your firm’s fastidious portfolio, or awards, or its name – they want to see how your people bring market insights to life, who trusts them, and if this kind of thinking can thrive inside their business.

Take my word, heavy-up on finding great people who can become a solid work culture culture will make you happier than ceaselessly spinning AdAge’s agency name generator. After all, why else would someone marry a guy whose last name is “Wieneke”? (Which I can now confide Microsoft Word suggested for years might be better spelled as “hanukkah” or “venison”)

Names don’t make us good. Sometimes, we’re good in spite of them.

84 Responses to "Why No One is an Agency Anymore, and Why No One Cares"

  • mcm ?? ??

    August 7, 2013

    ?? ?? ?????

  • ApisMedia

    May 4, 2015

    This doesn’t look to have occurred with VAST.

  • APISMEDIA

    July 21, 2015

    Truth truly yields accurate competiive advantage.

  • But sometimes the truth does not always show up…

  • Achievements of your agency may count but it is still different when then people inside your agency cares. Cares of every human, Listens.

  • John

    January 8, 2021

    It’s true! This is very useful information to help others understand the differences.

  • Agencies who have achieved success are still considered one of the top agencies. Name and achievement really matters in the end.

  • John

    September 6, 2021

    This is very interesting! Thanks!

  • Kitchen Tiles

    September 23, 2021

    Agencies are collections talented people, and so are client businesses. Either there’s chemistry and alignment, or there’s not.

  • I actually agree with you in this article.

  • I don’t think any university will won’t to be associated with the agency.

  • You actually got a point. I believe your arguments are quite credible.

  • This post is quite interesting.

  • Decking Pro

    December 10, 2021

    Even as they pursue the very same budget.

  • Jane

    February 2, 2022

    It is interesting and I didn’t notice that part. You have a point.

  • Allen

    February 8, 2022

    they provide platforms to help those integrated multi-channel media partners. | Basement Waterproofing Washington, DC

  • https://wcitv.com/

    February 17, 2022

    You have a good shot! Thank you

  • Pool fence

    March 9, 2022

    Great info! Thank you for sharing.

  • Raleigh concrete

    March 17, 2022

    Great and informative content. Keep up the great information.

  • Thanks for this post! Glad to check this site.

  • Website

    March 31, 2022

    It’s great to see this nice article here.

  • Interesting post you shared.

  • AO Kontakte

    April 7, 2022

    Wow, I love it! Thank you so much for sharing

  • charles

    April 8, 2022

    After all, why else would someone marry a guy whose last name is “Wieneke”?

  • JenNY

    April 25, 2022

    Great site! Thanks for sharing this one.

  • Milwaukee fence

    May 5, 2022

    Thanks for sharing such a nice information. Keep up the good work.

  • Tampa fencing

    May 10, 2022

    Very well written and explained content. Keep sharing.

  • Moore

    May 26, 2022

    Before anyone cares about your firm’s fastidious portfolio, or awards, or its name – they want to see how your people bring market insights to life, who trusts them, and if this kind of thinking can thrive inside their business. foundation repair Pittsburgh, PA

  • Donald

    June 14, 2022

    Before anyone cares about your firm’s fastidious portfolio, or awards, or its name – they want to see how your people bring market insights to life, who trusts them, and if this kind of thinking can thrive inside their business. lakewood waterproofing pros

  • Great information. Keep on posting.

  • Nerry

    June 30, 2022

    It’s a process in which lots of people rationalize why what they do is different from others. But clients don’t shop based on a desire for difference, they invest in teams that can help solve their problems. – Shower Remodeling Contractors

  • Thanks for the information. It is an eye-opener for me and refreshing to get insights like this. I think agencies are always good as a stepping stone to get a matching business.

  • www.nyclandclearing.com/

    July 12, 2022

    You have a great site. Keep on posting.

  • Visit us

    July 15, 2022

    Agencies that have gained success are still regarded as among the best. In the end, name and achievement are important.

  • Joseph

    August 6, 2022

    Thank you for the informative article.. You did great work. awnings for patio Wildwood New Jersey

  • about

    August 9, 2022

    Keep on posting such an amazing blog. Thanks for this.

  • epoxyfloorsirving.com/

    September 25, 2022

    Glad to visit this again, thanks for sharing this one.

  • about

    October 21, 2022

    This is an interesting blog.

  • Abe Crows

    October 26, 2022

    Thanks. It was very helpful.
    stamped concrete around pool

  • Jayson

    October 27, 2022

    May be the agency has already served its purpose and no longer useful.
    concrete company brick nj

  • monicabing422

    October 28, 2022

    Hiring for a small business is not an overnight process. Reviewing applications, interviewing candidates and determining salaries take precious time away from a business owner’s regular obligations, which may end up hurting the company in the long run. Tree Service Near Me

  • jamesgeller911

    October 28, 2022

    If the agency doesn’t have a readily available and suitable candidate in its talent pool, it will typically advertise the position on job boards like Indeed and other places where job seekers would likely look. Read more

  • Jen

    November 4, 2022

    Agencies spend a huge amount of time agonizing over naming. It’s a process in which lots of people rationalize why what they do is different from others.

  • Emilia

    November 13, 2022

    Agency should be dissolved.
    cash for junk cars near me

  • Seksafspraak

    November 14, 2022

    Absolutely great reading. Nothing to add here!

  • Great share! Nice content indeed.

  • Pani szuka pana

    November 21, 2022

    Wow, I love it! Thank you so much for sharing

  • Seksspeeltjes

    November 23, 2022

    Wow, I love it! Thank you so much for sharing

  • Ida Dalton

    November 25, 2022

    Visit Caxino Canada to see the game’s paytable. For further details. You will learn the significance of each symbol and which ones to be on the lookout for from this.

  • marketablegrowth.com/kamloops

    November 29, 2022

    Agencies can be beneficial because they are the bridge that connects an individual to the professional world filled with potential employers and clients.

  • Sex Wien

    December 8, 2022

    Wow, I love it! Thank you so much for sharing

  • Nestor Hernandez

    December 9, 2022

    It’s quite curious how these “Non-Agencies” work, thanks a lot for sharing all this information!.
    I would like to recommend you the top AC repair company in Gainesville

  • You have an informative output. Thanks

  • Elizabeth Carol

    January 3, 2023

    This information is really helpful. call us

  • Dionne Rose

    January 5, 2023

    Here in the Philippines, it is not preferrable to be working under an agency. neuropathy treatment in Naples FL

  • Annalee Porter

    January 15, 2023

    Easier brand names can be memorized and shorter brand names had been proven impactful. I would even suggest this to my friend who is currently working at Commercial Roofers Kamloops and who is opening her small business soon.

  • A. Lee

    January 15, 2023

    Digital marketing is more effective nowadays. Greetings from Car Wraps Kamloops.

  • Jenn

    January 30, 2023

    Half of the digital spending continues to be online advertising like in Montgomery Drywall Contractors – but no, they aren’t ad agencies either.

  • Great work! Keep it up.

  • Nice data! I want to save this information.

  • Tree Service

    March 9, 2023

    Very much appreciated. Thank you for this excellent article. Keep posting!

  • Realtors in Cincinnati

    May 23, 2023

    I want to share this content!

  • Amber Brion

    June 2, 2023

    It seems like you have encountered various agencies that are trying to differentiate themselves by adopting unconventional names or positioning. This trend of agencies rebranding themselves or emphasizing their uniqueness is not uncommon in the industry. However, it’s important to remember that clients are primarily interested in finding teams that can effectively solve their problems rather than just seeking out a different agency.

    The success of an agency-client relationship often depends on the chemistry and alignment between the two parties. Clients want to work with talented individuals who can bring market insights to life and develop effective strategies. The culture of the agency and the quality of its people are crucial factors in building trust and fostering collaboration.

    While naming and branding are significant aspects for agencies, they should not overshadow the importance of having a strong team and a solid work culture. Investing in finding and retaining great people who can contribute to a positive work environment and deliver exceptional results is ultimately more valuable than obsessing over agency names or superficial differentiators.

    In the end, clients are looking for agencies that can share innovative ideas, engage with their target audience, leverage intelligence through analytics, and ultimately help them solve their business challenges. So, focusing on building a talented team and fostering a culture of excellence will bring more value and satisfaction than solely concentrating on agency names or rebranding efforts. Casa Bella

  • Tree Service Orlando

    June 7, 2023

    “Nice blog. Keep up the good work.

  • kansas

    July 3, 2023

  • The advertising industry seems to be experiencing a trend where agencies are trying to portray themselves as something other than what they actually are. Some adopt names or tones that highlight their supposed shortcomings or differentiate themselves from their competitors, even though they ultimately pursue the same budgets and clients.

  • redirect

    July 4, 2023

    I’m so impressed! Thank you so much. Keep it up

  • Ladder tray

    July 5, 2023

    By taking on a rebellious or non-conformist image, these agencies may be trying to appeal to clients who are seeking disruption or edginess in their brand messaging. They might be targeting clients who value unconventional thinking and creative solutions.

  • “Thanks for sharing this interesting blog here

  • Shaun

    July 21, 2023

    Digital shops seem thrilled to be picking up out-of-work ad planners from those now non-ad agencies like http://www.sgtshadow.com Half of the digital spend continues to be online advertising – but no, they aren’t ad agencies either. Cheers

  • Aaliyah Martins

    August 1, 2023

    This article was a true treasure trove of knowledge and inspiration, offering a comprehensive exploration of the topic that left me both informed and invigorated. The author’s engaging and informative writing style made the content come alive, and their genuine passion for the subject was evident in every sentence.

    https://millerstreecare.com/

  • boL16

    September 1, 2023

    “very informative content, thank you for sharing
    Red Deer Landscaping

  • click here

    September 6, 2023

    I’m so happy with the content! Thanks

  • https://amicoglobal.com/

    November 6, 2023

    Thanks for sharing this information!

  • Jin

    August 2, 2024

    The reality is that agencies consist of skilled individuals, as do client businesses. click here

  • shoreline

    September 10, 2024

    Its Very good feeling to read your post https://www.shorelinemarineconstruct.com

  • 123B

    September 12, 2024

    Kham pha online dang cap tai 123B voi tro choi hap dan va giao dien dep mat. Dich vu chuyen nghiep va khong gian giai tri hien dai tai 123B cam ket mang den trai nghiem tuyet voi cho nguoi choi yeu thich casino truc tuyen
    wedsite: https://123b-bet.com/

  • Brian

    September 16, 2024

    Great site to visit. Fencing near me

  • Bea

    October 1, 2024

    Thank you for keeping us here posted. screen installation

  • Dino Game

    October 4, 2024

    This game is literally my go-to when I’ve got nothing to do. It’s awesome!

  • The article explores a trend among agencies and firms trying to differentiate themselves by adopting unconventional names or personas, aiming to stand out in a competitive market. However, this shift is critiqued as mere surface-level branding, with many companies trying to be anything but what they really are—advertising agencies positioning themselves as “not” advertising agencies or claiming to specialize in new areas like social media, digital marketing, or branded content, when their core operations remain the same.

  • Lance

    October 23, 2024

    It’s nice seeing this great article on this site. St. Louis Concreters concrete slab

  • Marie

    October 28, 2024

    Great article! I found it informative and well-written. demolition contractor

Leave a Reply

Your email address will not be published.