AdAge just released its Agency A-List for 2018 and coming in at #10 is MullenLowe, which claims to have won 198 pieces of new business across its global network in 2017.
How does that happen?
“It could’ve been a really challenging year, and it turned into a spectacular year,” says Lee Newman, CEO of MullenLowe U.S. “The way that happened was by MullenLowe becoming more of who we are. We stayed very true to what this agency was about.”
How do they define themselves?
Agencies, even those with differentiating, positioning platforms, often struggle when it comes to integrating that positioning into all of their agency touch points; case studies, outreach communication, even their profile video. They waste precious sales opportunities focusing exclusively on heartfelt office culture or by including a montage of impressive work samples without adding context on how that work could have only been created by them.
MullenLowe sees itself as a challenger agency and seeks out clients that see the world the same way. This is manifested delightfully in their profile video, What If?, which weaves its unique philosophy into each case study all the while giving you a subtle representation of their office culture.
How does this benefit them?
Now imagine how this “Challenger” philosophy must empower their new business team; from how they qualify inbound opportunities to how efficient they can be in targeting new prospects. Why expend effort in chasing down organizations that don’t see the world in a similar vein; who aren’t willing to take risks, innovate, disrupt their category like a challenger brand.
A well thought out positioning platform is so much more than simply a creative, copywriting exercise. For those willing to invest the thought and time to get it right and to integrate it across all agency touch points, they will find that it exponentially rewards their business. Maybe even 198 times a year.
How does your agency define itself?
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