Thought leadership is one of the most effective ways for creative agencies to differentiate themselves from their competitors and to gain the attention of potential clients. We have seen its potential firsthand, as we have helped many clients conceive, create and distribute thought leadership that wins new business.
One was a top five agency that presented a fresh view of the future of the spirits market in an article in a drinks industry publication and then emailed it as a PDF to potential new clients. It got them in front of one of the main global drinks players and they picked up the brief to create a more contemporary visual identity for one of the world’s most famous spirits brands
Another was a small regional agency that we worked with for months helping them researching the UK’s further education market. Our resulting thought leadership article was used by the Times Educational Supplement as a cover story, and led to an event attended by dozens of education marketers and addressed by our client. The agency picked up significant new business as a result.
Yet thought leadership is not easy to do well. Much of what presents itself as thought leadership is uninspired, “me-too” thinking. It is bland “content” that fills space but offers little genuine insight, much less leadership. In so doing it can do more harm than good to an agency’s reputation.
In our Guide to Agency Growth through Thought Leadership we detail the three key stages – conception, creation, distribution – and offer practical tips on how to do each well.
Download the Guide to Agency Growth through Thought Leadership:
Winning a DBA Design Effectiveness Award can begin the process of transforming an agency; turning that win into media coverage vastly accelerates the process, generating the sort of buzz that makes the industry sit up and take notice.
But how to create that media coverage? Anyone who has tried it will know that it is not as simple as sending a news release to the media and waiting for them to publish it.
This 2000-word white paper, developed in partnership with the Design Business Association, details seven steps you can follow to turn your award into media coverage, and even into new business.
Download the Guide to Agency Growth through Award Wins: