Rogering your agency

Rogering your agency
SHARE
THIS



How innovative is your agency?

Good work comes from the marriage of a client, an agency, and a brand.

While a certain degree of friction can be productive, it’s important that the union also has plenty of common ground. Is it a Tom Jones and romantic dinners kind of marriage? Or more German techno and leather underwear?

One of the big factors to consider in searching for the perfect match is how innovative you want to be – both in your general approach to marketing, and to technology specifically.

The easiest way to think about this as a marketer is by placing yourself, your brand, and the agencies you work with on the well-known Rogers’ diffusion of innovation curve – from innovators through to laggards.

When deciding where you and your brand fall on the curve, it’s important to remember that there is no single ‘right’ answer. Not every brand should be at the bleeding edge.

There are opportunities (and challenges) at every stage on the curve. What you need to be sure of is that your agencies are comfortable playing in your part of the curve – otherwise the marriage is headed for confusion.

It’s also important to realise that your position is not permanent. Brands like Old Spice and Volkswagen have shown that a concerted effort can dramatically reposition a ‘tired’ brand through innovation.

Conversely, it’s not unusual to watch previously ‘edgy’ brands become mainstream, often in the search for larger markets.

If you see yourself toward the innovative end of the curve when it comes to marketing your brand, you need to consider whether you place yourself before or after what Moore described as the ‘chasm’ separating ‘visionaries’ from ‘pragmatists’. On one side are innovative visionaries like Red Bull and Burger King, venturing into unchartered territory and risking failure.

On the other side are progressive pragmatists like McDonalds and Nike, who may never be the first, but will strive constantly to be the best.

The way many agencies approach problems tends to situate them in a particular part of the curve. There are hype-chasing ‘pre-chasm’ agencies, constantly pushing the limits and creating new possibilities. There are strategic, progressive ‘post-chasm’ agencies adopting leading innovative best practice. And there are agencies who deploy tried and tested approaches and advertising technologies – including those that make some of the best and most effective (traditional) advertising in the world.

A good match is one between a client, an agency and a brand that is based on a shared point of view on innovation.

Get it right and you can build powerful brand communication. Get it wrong and you can end up looking like a grandmother wearing hot pants, arguing about Justin Bieber.

Brett Rolfe is director of technology and innovation at Naked Communications.

Please login with linkedin to comment

Latest News

Study: TV Ads Outperform Facebook & YouTube For Sales Impact, Regardless Of Screen Type
  • Advertising
  • Media

Study: TV Ads Outperform Facebook & YouTube For Sales Impact, Regardless Of Screen Type

New research from respected marketing science academic professor Karen Nelson-Field has uncovered new insights into how and why video advertising works for brands when viewed on mobile devices. The mobile edition of Nelson-Field’s ongoing Benchmark Series, commissioned by ThinkTV, makes a number of significant findings that are designed to help advertisers and their agencies get […]

Now Screen Repositions Organic Care Brand With New Campaign
  • Advertising
  • Campaigns

Now Screen Repositions Organic Care Brand With New Campaign

Aussie agency Now Screen has teamed up with Organic Care to reposition the brand in what has become one of the most competitive FMCG spaces. The new campaign, ‘Caring Comes Naturally’, celebrates what Organic Care has created since its inception: products that are as good for your body as they are for the environment. In […]

Can You Speak Data?
  • Marketing
  • Opinion

Can You Speak Data?

We're certainly fluent in gibberish, balderdash and claptrap here at B&T, but sadly data isn't part of the lexicon.

Opinion

by B&T Magazine

B&T Magazine
Social Change Maker Profile: Emma Heath
  • Advertising
  • Marketing
  • Media

Social Change Maker Profile: Emma Heath

B&T has partnered with UnLtd to showcase industry heroes! Well, it's arguably more heroine in the case of Emma Heath.

by B&T Magazine

B&T Magazine
Ad Fraud: A Problem We Can Solve
  • Advertising
  • Opinion
  • Technology

Ad Fraud: A Problem We Can Solve

Unlike B&T's mystery office farter, this columnist argues ad fraud is a problem that can possibly be solved.

Opinion

by B&T Magazine

B&T Magazine
Why We Pivoted Our ‘Specialist’ Agency Five Times In 15 Years
  • Marketing
  • Opinion

Why We Pivoted Our ‘Specialist’ Agency Five Times In 15 Years

In this opinion piece, Gavin McDonough (pictured above, co-founder and managing partner of Urban, shares through his own experience some valuable advice for independent specialist agencies. In November 2017, my brother Ryan and I celebrated 15 years in business. We started business out of my front room in Melbourne in 2002 – not with any grand […]

Opinion

by B&T Magazine

B&T Magazine
W+K’s Susan Hoffman Chosen As 39th AWARD Awards Chair Of Judges
  • Advertising

W+K’s Susan Hoffman Chosen As 39th AWARD Awards Chair Of Judges

Susan Hoffman, co-chief creative officer at Wieden+Kennedy (W+K), has been appointed chair of judges for the 39th AWARD Awards. Known to challenge the status quo, Hoffman is behind some of W+K’s most memorable and game-changing ads, including Nike’s ‘Revolution’, Old Spice’s ‘The Man Your Man Could Smell Like’ and Chrysler’s Super Bowl spots starring Eminem and Clint […]

Experiential Agency Kreate Gets Bought Out By Staffers
  • Marketing

Experiential Agency Kreate Gets Bought Out By Staffers

Leading experiential marketing agency, Kreate Australia is embarking on an exciting growth strategy following its purchase by three of the agency’s existing management team from its UK founder, Steve Evans.

Hurry! B&T 30 Under 30 Entries Closing Friday!
  • Advertising
  • Marketing
  • Media

Hurry! B&T 30 Under 30 Entries Closing Friday!

This is a clarion call for B&T 30 Under 30 entries, although it's probably more mariachi band than angelic harbinger.

by B&T Magazine

B&T Magazine
The Hit Network Chooses Comedian Tanya Hennessy To Host Weekend Breakfast
  • Media

The Hit Network Chooses Comedian Tanya Hennessy To Host Weekend Breakfast

Southern Cross Austereo’s Hit Network has announced that rising radio star and comedian Tanya Hennessy will take over hosting duties for its weekend breakfast slot in 2018. Hennessy will bring content to the airwaves each Saturday and Sunday morning from 7am to 9am with a regular rotation of guest co-hosts. The self-described talker, not walker […]

Straight Up PR Wins Five New Clients
  • Marketing

Straight Up PR Wins Five New Clients

Health, wellbeing and lifestyle PR agency Straight Up PR has welcomed Changing Habits, Unichi Wellness, enerGi, SleepX, and Healthie Hampers to its client portfolio. Straight Up PR’s projects will include bespoke PR services and influencer marketing packages specifically focusing on communications strategy and execution, media and influencer relations, PR launch events, product seeding and gifting, […]

March One Creates ‘Cheese For Change’ Fundraising Campaign For White Ribbon Australia
  • Advertising
  • Campaigns
  • Marketing

March One Creates ‘Cheese For Change’ Fundraising Campaign For White Ribbon Australia

Independent creative agency March One has developed a new fundraising event for White Ribbon Australia that turns a social moment into a social movement. Starting on Thursday 22 March and going until Sunday 25 March, Cheese for Change will ask Aussies to create a cheese platter that matters by gathering friends, family or co-workers together […]

Sixth Annual IGN Select Awards Winners Announced
  • Marketing

Sixth Annual IGN Select Awards Winners Announced

The winners of IGN Australia’s sixth annual Select Awards were revealed during a huge special event at the Australian National Maritime Museum in Sydney on Friday, February 16. Some 225 Media & Game Publishers alongside 320 IGN Community Gamers attended the annual event. 2017 was absolutely crammed with terrific games and several categories were extremely tightly-contested. The top […]

Meet Your Mentors For B&T Bootcamp 2018!
  • Advertising
  • Marketing
  • Media

Meet Your Mentors For B&T Bootcamp 2018!

When it comes to an industry "who's who", you'll find there won't be too much who-ing with this impressionable lot.

by B&T Magazine

B&T Magazine
ANZ Unveils Its 2018 GAYTMs
  • Marketing

ANZ Unveils Its 2018 GAYTMs

Mardi Gras is only weeks away and B&T has already hoisted the mirror ball and donned the hotpants to bring you this.

International Creative Services Redesigns Business Model To Broaden Talent Offering
  • Advertising
  • Marketing
  • Media

International Creative Services Redesigns Business Model To Broaden Talent Offering

Marketing consultancy International Creative Services has announced a new roster of diverse creative and production talent to provide a fully integrated solution for advertising and branded content. The roster includes a broad range of global and local directors, animators, illustrators, motion designers, visual artists, light projectionists, photographers and cinematographers – many of whom Australia will […]