Who Are the Agencies That Are Standing Out From the Crowd and What Are They Doing Differently?

If I only had a nickel for every time this question is asked!

There is no one magical answer to this question but all variations to this answer boil down to this: those agencies are doing something that is so true and unique to them that you can’t just go copy it anyway.

Be YOU.  Answer the question, “Why You?”  Why does your agency exist in the universe of thousands upon thousands?  What is it that you are offering that no one else is or more importantly, can?  Why can you solve marcom issues (or a particular type of marcom challenge) better than the next agency?

Sit quietly.  Get out of the noise.  Listen to your heart and not your head!  What is it telling you as to why and what makes you get up in the morning… every morning?!  What’s the purpose behind the drive you have each day?  What fuels the fire?

Identify that passion and crystalize your purpose.  Passion is powerful and is usually the differentiating factor but be cautious not to let it overpower.  Speak with your heart and support with your mind because in the end marketers want and need performance-based salient creative!

Be sure to pitch with passion but make it purposeful and not overpowering.

Lisa Colantuono

Lisa Colantuono is the President of AAR Partners. An agency search consultant for nearly two decades, Lisa is also an avid writer. Lisa has contributed many articles in top industry trades such as Forbes, Huffington Post, Advertising Age, Adweek and HubSpot Blogs’ Agency Post. Recently, Lisa entered the world of publishing with her book, @AARLisa: New Biz in 140 characters (or Less), written for the on-the-go new business exec that needs cut-to-the-chase insights to nail new business wins again and again. Lisa is also part of the industry speaking circuit, presenting at national conferences including 4A’s Transformation Conference, AAF Admerica National Conference, BOLO, HOW Design Live, Mirren, and AdAge Small Agency Conference.