People often get in touch with me to ask which are some of the best advertising companies to go with for their business. It is true – there are a lot of them out there and knowing which one to choose can often be a challenging task. After all, the wrong decision could spell disaster for your company. But, to me, the question is also an ironic one.
Look at a list of some of the most major global advertising firms and see if you can tell what makes them different. What sets one apart from the other? What are some of the unique characteristics or unique services that each offers versus the others? If you have difficulty in doing that, then you are not alone.
It’s funny that these are companies that are supposed to be helping you to make your business stand out, and yet when it comes to their own industry, they fail miserably. Sure, most of these companies will have some brilliant minds behind them, and they have all no doubt won numerous awards which go a long way in showing the caliber of their work, but have they stood out? Have they managed to make themselves the most appealing to you, to get you to buy into their brand?
Advertising companies have a challenging task on their hands, but one they should be more than experienced at dealing with. They have to determine what they are all about. They have to be able to communicate effectively to potential clients what makes them stand out from the crowd, why they deserve your business over their competitors.
That being said, however, I think it would be in the best interests of these firms to actually stop advertising. As David Ogilvy used to say, stop treating my wife as a moron; stop spewing out copious amounts of information and images that actually says little about what you are trying to say.
In general, the advertising industry is one that bombards people with ridiculous amounts of useless information that leaves them reaching for the remote rather than listening to their messages. So, whether it’s with one of their campaigns, or in promoting their own company, these firms need to learn how to communicate more effectively, even if that means doing so a little less.
Advertising companies need to sell themselves, but they need to sell themselves well. And that means focusing on their own brand and their core identity. What is their company? What is its vision? What are its past accomplishments and how do they speak to that vision? How has it risen above just being average to being superior and achieving success?
So, for entrepreneurs, when you are looking to hire an advertising firm, don’t just go with the one that has the most awards or the most qualified minds. Do your homework. See which of them is actually able to effectively communicate their own brand. After all, isn’t that what you want them to be able to do for you?
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