Agency Differentiation

agency positioning

Agency differentiation is all the rage isn’t it? In our role as advisor to brands on how to find agencies and agencies on how to find new clients, one thing has been nagging at us for a while now. Why is it that so many agencies spend so long trying to make themselves appear unique?


Think about it for a minute. If you’re a marketing director with £5m to spend are you really looking for a unique agency to give it too? We doubt it very much.

Clients are not looking for an agency that is completely different from the one they already have – they just want one that is BETTER than the one they already have.

So, when sitting down to write your agency proposition, stop trying so hard to make it different and concentrate on what it is about you that by its very nature prooves that you are BETTER than the competition, not simply different from them.

An agency proposition needs to be:

  • Differentiating
  • Compelling
  • Demonstrable