Marketing an Ad Agency differs little from marketing any other product or service. Ad Agencies vying for business spend countless hours and dollars trying to convince clients they are smarter and thus better than that “other” agency. Every few years a marketing trend surfaces and agencies “brand” the problem and their solution with a new and unique buzz word.
In the world where Direct Marketing begat Integrated Marketing, then later flourish into Social Marketing, advertising gurus faced with an increasingly informed, educated and digitally enhanced consumer have finally decided they can no longer blow smoke up a client’s or consumer’s sphincter – you need substance. You need Brand Utility.