Ideas for sale
Scott Goodson of Strawberry Frog recently published a brief interview with Guy Kawasaki.
One particular comment about ad agencies caught my eye:
"They should try selling a product instead of helping others sell their
product. It's a whole different world from being an agency."
More here.
posted by Stan Lee at 12:49 pm
7 Comments:
What does this mean? I don't get it... Does it mean you should develop some sort of canned solution?
Many agencies have totally lost sight of who they work for. The forget to make ads for their clients and instead make ads that get them noticed and win them awards.
The Kawasaki quote seems to feed this self-aggrandizing approach.
To your point Jeffrey, I think what he means is that agencies need to future proof themselves. To think beyond just delivering solutions and creating things that demonstrate their abilities beyond the expected.
Maybe the quote could be interpreted this way: "Try selling your client's product, instead of selling your own line of B.S."
I couldn't find an email address for you, so sorry for posting this here. But I just know you'll love this. It's right up your alley.
http://www.youtube.com/watch?v=D3qltEtl7H8
Back when I was a young copywriter my CD asked me "Would you bet a month's pay that this ad will work? Because that's what you're asking the client to do." Too much advertising is created without considering this basic fact of life.
This is a great point and what truely lacks in ad agencies today. Agencies are changing. What they need are more experienced people from the outside who've got sales and makreting dept experience.
Thanx for the comments everyone.
Jeffry thanx for the video too.
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