Ad agency, promote thyself
So, I know this has been discussed before, but I’ve never heard a satisfactory explanation.
Why don’t advertising agencies advertise?
We ask our clients to put their faith in us. We tell them that their media dollars are an investment, one that will pay off with increased sales and additional customers.
And yet, when was the last time you saw a BBDO spot on TV? Or a Crispin print ad? Or an R/GA banner?
We don’t even have a particularly strong social media presence. Sure, there are a few agencies that have a decent twitter feed. And a few agencies have managed to get some play on YouTube. But for the most part, the industry fails in this space as well.
Why?
Do we not believe our own hype? Are we afraid that we’ll create bad advertising on our own behalf? Or are we just not convinced that very product we sell actually works?
It just doesn’t make sense. We are in the business of building brands and growing businesses. If we can’t do that with our own agencies, can we really claim that our clients need our services?
If I was a potential client, being told that I need to spend millions on a new campaign, I think I’d call the agency’s bluff. I’d say, “Tell you what, whatever you guys are spending on advertising next year, we’ll match it.”
It wouldn’t be long before you started to see monkey-filled spots touting the latest ‘agency of the future’. Or flashing banner ads spewing the benefits of data analytics.
On second thought, maybe we shouldn’t advertise.
- TJ Bennett
That’s all we need… spots touting ad agencies mixed in with the never ending Viagra, beer, and fast food commercials…
Hi, TJ.
Here in Brazil some agencies do some ads about themselves.
Mostly, of course, in a B2B basis, specialized magazines. It could be better.
But I worked in Africa (not the continent, the agency) here in Sao Paulo and they really believed in advertising themselves.
It was common to find Africa ads in the main magazines, airports, outdoor media and some cool animation spots on TV.
It surely helped the agency to became famous, grow and win some clients.
During the 90’s W/Brasil here also found a different way to advertise their agency.
A famous Brazilian musician called Jorge Ben (the creator of the now world famous Mas Que Nada, recorded by the Black Eyed Peas with Sergio Mendes) recorded a song (a real song, not a jingle) about them and it became a hit.
Later they asked to a famous writer to publish a book about them. Two great actions.
- Fabio Seidl
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