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Not so. I'm disappointed by the absence of deep marketing knowledge of many of the region's top advertising agencies and the absence of a deep belief in their craft. Further, I'm always surprised at how few agencies actually advertise themselves, and for those that do (which I applaud for their belief in their craft) how unfortunately weak many of their own ads are. Perhaps the axiom of not holding ones own counsel applies to advertising as well since agencies lose the objectivity, so important in crafting compelling messages for their clients, when they are forced to look in the mirror. Beyond the difficulty of creating a powerful, creative and highly motivating message for oneself, the bigger issue is that many agencies do not really believe in advertising themselves at all. And that reflects poorly on them and the industry as a whole. Many agencies cry that they are a small business (true) and they can't afford to spend to advertise themselves (false). Those same agencies who cry "no tengo dinero", are first to pay $5,000 -$10,000 for freelancers and costs for the new business pitch, which when won will supposedly right the agency's financial wrongs. How foolish. Yet, they have no money for advertising. It's because they've not budgeted for advertising because they don't believe in its power. Others claim business is so good right now (true, for some) that is they were to successfully advertise themselves and gain new business, they wouldn't have the staff to handle the work. This claim is directionally true. In a strong economy most agencies are facing a shortage of personnel. Advertising actually helps attract new staffers. And a forthcoming recession (and it will come) will humble many agencies who will have wished they had promoted themselves more aggressively when they had the profits to fund a substantial effort. What's disappointing is that agencies often conveniently forget what they preach. They (appropriately) preach that the ad placed today -- except for the short-term promotional ad - positions the product or service for purchase tomorrow. In the selection of an agency, it is never selected solely because of its self-advertising. Advertising for an agency creates awareness, a positive impression and consideration. For agencies who have never advertised themselves because they don't believe in it, I wish for you that the next big prospective client asks you, "Why should I place my trust in you to create powerful effective advertising for me when you don't do it for yourself?" Lonny Strum is the Managing Director of Strum Consulting Group, a strategic business & marketing consulting organization. He can be reached at 856-770-1154 or at lonstrum@strumconsulting.com |
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It
almost goes without saying that one would assume that those who
work in the advertising field are deeply steeped in their own craft
and are zealous believers in the power of communications to build
brands, including their own.