A planning methodology for agencies to help develop their own propositions and narratives

1. Shoeing the Cobbler’s Children
Or how to help marketing services agencies develop a
differentiated proposition and compelling narrative
Martin Thomas
@crowdsurfing

2. The Cobbler’s Children’s Shoes Are
Never Mended
Marketing services agencies are very adept at helping clients develop
differentiated and relevant propositions and at devising coherent and
compelling brand narratives, but they are consistently poor at applying
these skills to their own businesses.
As a result the marketing services industry features a huge number of
ill-differentiated agencies, failing to stand-out in a highly cluttered
marketplace. They all claim that they are different but to the ears of
most clients they all sound the same.
Over the past few years - working with a large number of advertising,
media, PR, sponsorship and digital agencies - I have developed a simple,
six-stage planning methodology that can help agency leaders develop
propositions and narratives that cut through the market clutter.

3. Planning Methodology for Agencies
1. Align
2. Audit o Six logical stages, that can be
completed in a matter of
3. Analyse weeks
o Engaging both internal &
4. Articulate external stakeholders
5. Amplify
6. Action

4. 1. Align
o Objective
 Internal alignment* on:
• Agency’s strategic vision
• What agency stands for – values, desired reputation
• Commercial objectives (short & longer-term)
• Perceived client needs & market opportunity
o Best way to achieve this objective
 Workshops & one-one briefings with multi-level agency team.
Issues or disagreements need to be resolved before beginning
any further work
* This is often the biggest stumbling block. All too often the agency leaders do not agree on
vision, values & objectives

5. 2. Audit
o Objective
 Understand external perceptions of the agency (strengths &
weaknesses)
 Identify current & future client needs
 Review market opportunities
o Best way to achieve this objective
 One-to-one stakeholder interviews, ideally conducted by
someone independent of the agency*
* Clients and other stakeholders are more likely to give an honest appraisal of the agency to
an independent/external interviewer than to an agency employee.

6. 3. Analyse
o Objective
 Merging internal & external inputs to develop a credible,
relevant and differentiating proposition that:
• Aligns different parts of the business
• Has potential to inspire team, interest market & open up new
revenue streams
o Best way to achieve this objective
 Strategic planning session for small group of internal &
external experts
• Test that needs to be applied to proposition
… Is it credible for this agency? Is it differentiating within market
(or simply a category generic)? Is it relevant to our people &
clients? Does it excite us with its possibilities?

7. 4. Articulate
o Objective
 Creation of an agency narrative/story that can be used across
all internal and external channels
o Best way to achieve this objective
 Recruit an external copywriter/journalist*
* Even agencies that you would assume employ people with good writing skills struggle to
articulate what they do. This is where an external perspective and focus can be useful.

8. 5. Amplify
o Objective
 Review the implications of adhering to the proposition for all
aspects of the agency’s business
• E.g. What does it mean for …
• … the way we work? • … training
• … the way we are structured? • … future recruitment
• … the way the offices look & feel? • … commercial strategy?
• … marketing?
• … the type of partnerships we establish
• … credentials?
• … NPD?
o Best way to achieve this objective
 Agency workshops & internal creative sessions

9. 6. Action
o Objective
 Putting the initiatives developed during the Amplify stage into
practice
o Best way to achieve this objective
 Assign different tasks/workstreams to key individuals
 Track progress formally (management meeting agenda item)
 Review progress after 6 & 12 months

10. Martin Thomas
martin@crowdsurfing.net
@ crowdsurfing