“Given the rocky road ahead, finding growth won’t be easy, so differentiation will be more critical than ever” says Robin Bonn, The Co:Definery. And he clearly states that we design agencies should liberate ourselves from outdated disciplines.
“Clearly the pandemic has hit the agency world hard. And with talk of a second wave in Autumn and the furloughing crutch about to be removed, driving growth will remain a real challenge. And if you agree that differentiation will be essential, then the priority is how to create it – not least in a market where traditional positioning statements feel so limiting. No-one’s ‘just’ digital, advertising or design anymore, or SEO, experiential or PR. Being defined by a single discipline is deeply dissatisfying. It’s the biggest single reason why agencies struggle to stand out. But that said, although it’s a big strategic question, it’s not as important as you think.”
What do you do?
Read HERE what Robin thinks it means to stand out in a position-less world. Is he right? ))