How To Brand An Ad Agency: Do More.

With nostalgic shows like Mad Men causing folks who were there to remember the old days of advertising agency greatness, and a new crop of would-be advertisers to consider the field, it is interesting to note just how much advertising has truly changed.

Jingles, peppy slogans, and the right imagery associated with a product made guys like Don Draper legendary. These days, this is still occasionally the case – but for the most part, ad agencies have had to adjust. They have had to decide what business they are in and fundamentally do more.

Peter Van Allen’s article about how ad agencies are coping with the recession touched on one some crucial advice senior executives are offering to their clients – which at the same applies back to how ad agencies themselves are now running their business.

“In this climate, where a sale is more difficult and the bottom line is more sacred, brand loyalty is paramount,” said LevLane President David Lane. “Adding ‘velocity’ to the sales process and getting existing customers to return again and again is critical.”

Yes, it makes a difference how loyal I am to a store or a product. Having faith in a particular brand name, or associating it with something positive and in line with my values/wants/needs, is more important than ever before. The same goes for how loyal clients are to their ad agencies.

Going above, exceeding expectations and fundamentally providing more value to each and every client on their roster is crucial…and more than just placating them in order to keep money coming in the door. It’s about being available for the client after hours when crisis strikes. Working with them to figure out the one thing they missed during the days where advertising dollars could just be spent without careful consideration for how effective that spending really was.

Image: Newscom

It’s about being twenty steps ahead as a company, and offering greater value in ways that extend past the final, tangible, radio jingle or print ad.

There has always been, and always will be more that can be done. If you are in advertising, pay close attention to how much more your competitors are doing (you better catch up). But even if you aren’t, when you are in a services industry – the same principles apply.