How Agencies Sell Themselves

Found this great post from the W+K London blog tonight. It’s all about the different slogans that agencies use to help position themselves to clients.

What do you think? Rhetoric or meaningful?

JWT
Slogan: ‘Time is the new currency’
They say: “The power of brands can be measured in their ability to attract people’s time. Time is what’s most valuable to people all around the world, and the way they spend it is predictive of the way they spend their money. Our role is to ensure that more people spend more time with our clients’ brands, in the knowledge that their money will follow.”

DDB
Slogan: ‘Co-creation’
They say: “Co-creativity is a process that puts consumers at the heart of the solution. It’s agnostic about where the best idea comes from – online, branded content, advertising, an event – in fact, it is increasingly likely that it is through combining all of these and more that the most creative and influential ideas will be gained.”

M&CSAATCHI
Slogan: ‘Brutal simplicity of thought’
They say: “The slogan comes from the idea that it’s easier to complicate than simplify. Simple messages enter the brain quicker and stay there longer, so brutal simplicity of thought is therefore a painful necessity.”

Saatchi &Saatchi
Slogan: ‘Nothing is impossible’
They say: “From the outset the Saatchi brothers broke the rules, challenged industry norms and created work that was groundbreaking in every respect. Brands are faced with the danger of becoming commodities that lack differentiation, but we believe that bold and infectious creativity can drive loyalty beyond reason for brands.”

BBH
Slogan: ‘When the world zigs, zag’
They say: “Our first ad was a poster for Levi’s black denim: a flock of white sheep heading one way, with one black sheep going the other way. The message captures our approach to life.”

TBWA\London
Slogan: ‘The disruption agency’
They say: “All brands have ambitions to outpace the competition, but too many go through life copying their competitors. We aim to uncover the clichés, assumptions and conventional wisdom that hold a category back, then look for opportunities for brands to grow by disrupting those conventions.”

Ogilvy Group UK
Slogan: ‘To be most valued by those who most value brands’
They say: “The slogan was coined in 1993, but its roots go deeper, to David Ogilvy’s belief in the power of brands, as long as they stay relevant and continually refresh their appeal. Our view is that branding is a genuinely useful concept that helps good companies defeat bad ones, so the clients we most want are those who share this belief. We don’t apologise for this idealism, since the most successful brands tend to have longstanding ideals at their core, which can be dramatised in myriad ways over time.”

Wieden + Kennedy
Slogan: ‘Creating strong, provocative relationships between good companies and their customers’
They say: “We believe that great brands lead from the front. They provoke, inspire and change the cultural landscape. The most successful brands have fans, not customers, and the relationship between a brand and its fans is based on dialogue, not monologue.”

Euro RSCG London
Slogan: ‘Contagious ideas’
They say: “We live in a world where consumers can more judiciously edit what they consume, [and can] mould and reconfigure ideas relatively easily and be far more expressive to their friends, family and colleagues about what they like and don’t like. Contagious ideas live beyond the space in which they first appeared by creating word of mouth, word of keyboard or media interest.”

Fallon
Slogan: none
They say: “We choose not to have a fixed positioning point. In an increasingly open media and creative environment, where more is possible every day, we feel that it doesn’t make sense to pre-pack what we do. What we do, and how we do it, is fundamentally bespoke and about building the confidence to do something different.”

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