Poor practice agency credentials from P&W Advertising

I have written before on how poorly many agencies present themselves in a distinctive way generally, but especially in the pitch process.

And I have provided ideas for agencies on how they can be different in an undifferentiated market place.

But on the basis that show is more effective than tell, here is a good demonstration on the typical poor practice many agencies still insist on using to present their credentials.

I see many agency credentials presentation, both during pitches, but also with the agencies registered on our New Business Register.

The single biggest issue is that beyond the services they provide and their client roster, very few have a philosophy, purpose or reason for being. This means that rather than positioning their value, their credentials presentation simply presents their services.

Like P&W Advertising it ends up being about their offices, resources, clients and basic methodology.

Is it no wonder that agencies are often seen as commodity services differentiated by price?

About Darren Woolley

Darren is considered a thought leader on all aspects of marketing management. A Problem Solver, Negotiator, Founder & Global CEO of TrinityP3 - Marketing Management Consultants, founding member of the Marketing FIRST Forum and Author. He is also a Past-Chair of the Australian Marketing Institute, Ex-Medical Scientist and Ex-Creative Director. And in his spare time he sleeps. Darren's Bio Here Email: darren@trinityp3.com

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