What’s the biggest danger that causes an agency to fail and what’s the key characteristic of a successful agency?
What is the biggest danger that causes an agency to fail?
Today it is important to be on the move with the client workflow and at the same time to have a precise understanding of consumer market behaviour. As an external sparring partner, we therefore work very closely with our clients’ marketing and sales departments. This does not only imply creative solutions in branding and packaging design, but also broader marketing issues and strategic visions.
What is the most important characteristic of a successful agency?
I think it is a bouquet of characteristics that is important: Firstly, you should be able to put yourself in your clients’ shoes and in turn in their consumers’ shoes. Understanding is the basis for success. Secondly, it is the passion for the things you do. In my case, enthusiasm for high-quality food. And thirdly, it is doing your own business. For example, I am in the process of establishing my own brand for Italian organic food with Alberi Centenari. From my own experience, I therefore know all the challenges and opportunities that food brands have.
The entire article was recently published in the German magazine creativ verpacken.