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Treat Your Credit Union Like a Consumer Packaged Goods Brand

Are you and your agency thinking about your credit union brand like it’s a consumer packaged goods brand (e.g. like Crest, or Coke, or Tyson)? There really is no reason not to be thinking about it in those terms. Consumer brands define their positioning.  So should you. Consumer brands segment and target and build relationships with their customers.  So should you. If your marketing agency isn’t talking about CRM, niche audiences, and location-based advertising to help you drive more consumers to your credit union, they should be. If they aren’t, you might be missing out on some rather meaningful opportunities. Sure putting together a meaningful and well-differentiated campaign for your credit union brand is important. And properly engaging with the surrounding community via events and... Read more →

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Is How They Look Today a Foreshadowing?

Is how they look today a foreshadowing of how they will operate tomorrow? This is one of the principles I follow when I’m managing a search for a marketing client. And one of the principles I share with our marketing agency clients on the agency new business side of our business when they are engaging with marketers like you. Think about it, if you asked agencies that you were considering for a long-term partnership to submit a proposal for some project work (as a test) and one or more of the agencies submitted what looked like a cookie-cutter response, how would that make you feel? Like they were going to do a bang-up job when you brought them on board?  Don’t think so. I wrote... Read more →

8 animal agency traits

Smaller or Bigger – Which Agency Is Better?

In 2015, we published an Infographic called “The 8 Animal Traits You Need to Future Proof Your Agency”. Little did we know that only two years later, the world of advertising and marketing would be turned upside down and many (if not all) of the things we suggested that an agency needed to pay attention to would prove critical to their existence. I was on the phone with Jason Parks from Barkley (in Kansas City) the other day and he and I were talking about the advantages small-to-mid-size independent agencies have over those tied down by holding companies (or now, the behemoth consultants). Both he and I agreed that because of the changes we’re seeing in the market (e.g. more project work used to “sample”... Read more →

Teamwork

Why It’s Important to See the Agency Team

Ever been involved in a final pitch presentation where the agency doesn’t bring in the agency team that is going to work on your business? How do you feel? Important because they’re all the high flyers from the agency?  Or disappointed because you like this firm, but wish they would have had the consideration to introduce me to the person/people running your business? I suspect the latter. So while it’s great when an agency thinks through the implications of, and importance of bringing in the agency team that is going to be responsible for your success, there are some things you need to be considerate of. How long has this person been at the agency? It’s a question I never forget to ask. I’m always... Read more →

agency in-house

Open the door for your agency? Don’t think so.

In a recent AdWeek article, Wunderman reveals their newest way to circumvent the growing movement for marketers to bring agency services in-house: Create an agency that can work inside the four walls of their client’s business. Here’s what I see wrong with the Wunderman model and the entire concept of agencies getting into the business of building agencies inside client compounds: Agency-Client relations most often, eventually break down.  So if the agency is representing you for bigger assignments as an AOR, and you have some of the same agency’s people working inside your four walls, what happens to those people if the bigger relationship breaks down.  They go too?  You hire them?  Think they want to be hired by your company? Agency people want to... Read more →

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