When a company sells products or services via several brands, it has a multi-brand strategy. Take Pendragon, for instance. You may not know the name, but you may well know CarStore, Evans Halshaw and Stratstone, its motor retail brands. Multiple brands enable a company to target different audiences, secure greater shelf space and grab more market share. Is multi-brand a smart approach? It can be, but it’s not for everyone.
If anyone can say they’ve been there, done that and got the T-shirt, it’s Simon Derungs. Our new Client Services Director has explored every corner of the industry: agencies, consultancies and client-side. He’s worked on iconic ad campaigns, masterminded Olympic sponsorship and been sought out by industry titans for his expert advice. As you’d imagine, Simon is privy to a view of planet advertising that few others have ever seen.
When things go well, it’s thanks to the creative (and Creatives). Poorly, and it’s down to account management (AM). It’s often said that agencies win accounts on the strength of the creative and lose them on the weakness of client service. As the great Don Draper once said, “The day you sign a client is the day you start losing one.”
The account management (aka client service) role has always been a strange one, misunderstood and maligned by some, appreciated by a few, but always bang in the centre of the action. In short, account management is absolutely vital in bringing together client wishes and agency creativity to generate commercial benefits for all.
So, you’ve decided to launch your content marketing campaign. You’ve got an idea of what you want to say, (and, obviously, what you want to sell). You’ve bought into the concept that this isn’t an instant win, but a longer-term approach based on building a relationship of trust with your audience. This is usually the point when the questions start to creep in…. ‘Should I focus on articles on the website? Or fun posts and quizzes on social media. Or how about an e-book with an ad campaign?
How many ads do you see every day, peddling products that don’t interest you? There’s a good chance it’s so many that you don’t even notice them anymore. In the face of constant bombardment by advertisers, consumers have become immune to traditional, or ‘outbound’ marketing and that means diminishing returns for brands.
Your brand: it’s your company’s identity; it’s who you are. It’s the thing that marks you out from the crowd and helps people spot your products. It’s a platform to tell your story and set out your stance on matters such as ESG. Plus, it builds customer (and employee) trust and loyalty. And crucially, it builds sales.
Following The Maverick Group’s appointment by Pendragon, the automotive company have reimagined the dealership experience for their CarStore brand. The new ‘Experience Centre’, designed by the Group’s Mavis branding business, opened its doors in April and offers “first-class in-person experiences for any customer”.
We’ve always been proud of our independence as an agency. At The Maverick Group we don’t feel like we need to be part of a larger agency network, or just an entry in a long list of companies owned by one of the big advertising conglomerates. Instead, we have always valued our independence…