The Club’s buzzing at our 9/9 in Campaign’s School Reports. It’s really great for us, great for our clients, great for new business. Job done huh?
Not really. What about next year? How do we stay up? How does the plucky 5-year old eventually grow into the Man?
So few agencies have really managed to stay consistently great year after year because so few run themselves like proper brands. You have the usual suspects: iconic shops like Mother, droga5, W+K etc, but few really stand for anything distinct. Even if they were once built on solid gold, how many neck their own medicine and make long term investments into the one thing that can help them outperform year after year?
I liked O2 CEO Ronan Dunne’s comment this week – ‘We’re a brand that runs a business, not a business that runs a brand.’
I’ll take that into 2013, thanks.
We’ve had recent newbiz success by telling clients up front what our Purpose is, what we Believe, and what we Value. Guess what? Every one of them has found it more interesting than charts about billings, structure or the senior team.
Peter Mead once told me ‘When you have the comfort of your convictions, you already know the answer to 90% of life’s questions.’ He’s right.
When we think through the lens of the Work Club brand, everything gets better. The ideas grow bigger. The talent gets stronger. Executions look better. People learn faster. There are more smiles in the Club House.
Working out our Brand Purpose took some painful days and nights last year, but it’s been transformational.
A good school report in 2013 (and far beyond) will depend on only one thing – our courage to push and invest in our brand. This is our promise to ourselves. We will keep it.