The “Advertising Business” is very competitive in nature and it sometimes becomes hard for ad agency leaders to remain focused on the task at hand. Agency leaders always have to be in the right mindset if they are going to reach their goals and push the business forward. Coming up with worthwhile strategies and developing a creative chemistry that is award-winning is not even half the battle, its something that must be done anyway.
Understanding the culture of your agency and cultivating it is very important. Who can tell the story about your agency better than you? If you don’t know how to convey a progressive spin about your agency to let your clients know that you’re the right firm for the job then nothing else really matters. Your competition will have a field day running circles around your ideas and winning business that you should have won.
The team must all work together, all departments, and all of the executives. The competition will be looking for the weak links within the team, so those weaknesses can be exploited. Competitive forces are always looking for clever ways to take a sneak peeks at your ideas and strategy. That is fine, leadership knows this and is prepared to utilize the team’s strengths to develop better solutions within 24 hours. A great team never backs down from a challenge and they aren’t really worried about the competition taking a look at a back up idea that is on the table.
Do the research and investigate your clients track record with other campaigns and projects. This should already be known, but if it isn’t you must also keep it in mind. Knowing past performances will only help you anticipate what could happen while you’re working on a project or campaign with them.
Be prepared to take risks, that’s the name of the game! This doesn’t mean risking your reputation or the reputation of your colleagues by doing something immoral, illegal, or unprofessional. Take risks that give your clients a different perspective at the message you’re looking to send out to the public. Risk it all by coming up with an unorthodox campaign that gets people talking about your clients and helps them get more customers through an avenue that has been less traveled in the past.
The competition is only as good as you make them out to be. By focusing more attention on your agency’s strengths and cultivating the perfect cohesive unit among the team, everyone will have a chance to be recognized. When everyone on the team knows that their input is being valued there is no way the competition will be able to come up with a quick idea that is better than your agency’s idea. They will be paying so much attention studying you that the distraction throws their own focus into disarray.