Home | Contact | Advertising
Small Business, Information, Resources, Articles - SmartBiz.com
Members Login:
Sign Up Forgot?
SALES & MARKETING
Marketing Online
Email Marketing
Search Marketing
Selling
PR
ONLINE BUSINESS
E-Commerce
Website Creation
Productivity
Accounting
CRM
Web-based Software/SaaS
BUSINESS STRATEGIES
Case Studies
Smart Answers
Videos
Podcasts
Smart Blog
Human Resources
Management
BITS & BYTES
PCs & Online Equipment
Mobile Computing
Security/Business Continuity
Telecom/Office Networks
Small Business Products
FORUMS & RESOURCES
Free White Papers
Tools and Calculators
SmartBiz Forum
Legal & Business Forms
News Feeds
Featured Webcasts & Videos
Franchise Offers


 
SMALL BUSINESS AND STARTUPS INTERNET TECHNOLOGY RESOURCES
Search SmartBiz:
Forms and
Downloads
Free
White Papers
Special
Offers
SmartBiz
Blog
Free Email
Newsletters
PR
Why You Should Learn Sign Language
Email ArticleEmail Article
Print ArticlePrint Article
Increase Text SizeIncrease Text Size
Decrease Text SizeDecrease Text Size
Del.icio.us
Digg This
Bookmark and Share

By Bob Ragsdale

Bob Ragsdale of Bracco HPF just loves bad outdoor advertising. He explains how it reveals agencies with a limited strategic insight.

Don't you just love bad outdoor advertising? The more bad outdoor I see, the happier I get. An outdoor execution is one of the single most telling pieces of creative. The strategic insights you can derive from it are amazing. In a single glance you can immediately assess the strategic abilities of the agency that created it, their grasp of the consumer, their ability (or inability) to lead the client, their creative thinking, production skills and standards. It's all there, wall to wall and tree-top tall.
Outdoor is arguably one of the most difficult creative media to do well in. It has to be bold and concise, or in other words, brave and focused. Bravery and focus are built upon a solid platform of product, market and consumer understanding culminating in clear strategic objectives.

The ability to create clear strategies built on solid foundations is the hallmark of great communication companies. With so much talk about advertisements however, clients tend to loose sight of the myriad of skills that an agency can bring to the table. In a recent pitch, one of the clients stood up and said "What is this? Agencies do ads, not strategies." It's unique only because it's the first time that someone has actually stood up to say it. But we've heard it before. However, setting strategic objectives in concert with our clients is the core of what we do.

Having a strong strategic focus is a superb way to underline the added value that we as professionals lend to our clients. By understanding the clients' business as well as or better than they do, you become their advocate, partner and adviser. With this understanding you can question current practice, explore alternatives, reframe the landscape and lead clients to successful communication solutions. In short, you become part of their team and you cease to be a vendor. In the absence of such focus an agency becomes a production or media house whose only competitive edge is cost.


| 1 | 2 | Next page »
Add a Comment View Comments
Small Business Home

SmartBiz Shop
Promotional Items with Your logo
 
     
 
Smart Services
Spacer
Spacer
Spacer
Spacer
Add Your Logo Now
Spacer
Get Your Business Online
Build a Website Host Your Website Market Your Business Online
Business Form Downloads
Legal Forms Business Forms
Smart Forums
Recent Postings
Stimulus or "Pork"ulus?
Blog: How Do You Know What Insurance Is Right for Your Business?
If Layoffs Are Necessary, Protect Your Business
Blog - Do You Have Email and Internet Usage Policies in Place?
MORE
Home | Contact | Advertising
© 2016-2018 SmartBiz. All rights reserved. Privacy Statement and Terms of Service
Small Business Home | Business Tools | Online Business | Bits & Bytes | Sales & Marketing | Business Strategies | Forums & Resources
Email Marketing & HTML Email Driven By: Hosted By:   Design By:
Email Marketing
 
XML LogoRSS Logo
Receive our stories via SmartBiz XML/RSS feeds.
Include our stories on your website through SmartBiz javascript content feeds.