The ClayCollab talks marketing the agency as the product

By Adam Wakefield

How important is it to build a Chinese wall within an agency to ensure you can focus on your role, and others theirs, since everyone within a marketing or advertising agency might have an opinion on how best to execute a strategy or campaign?

In our opinion, we only believe this becomes an issue when the same agency works on competing brands. In that sense, it will require a physical separation of teams so that the idea for the one brand doesn’t seep into the other. However, if the former isn’t the case, we encourage collaboration across the business as diverse perspectives and opinions contribute to the best type of work. Working in a silo is never a good idea. Anyone can add value in the ideation process and give insight that might not be immediately forthcoming from your own point of reference.

What is the difference between marketing a campaign for a client, and marketing a campaign about the agency itself?

Primarily the audience. Dependent on the client business, most campaigns are focused toward the end user and positioning the clients’ brand in the mind of the consumer. From an agency perspective, you need to showcase your capabilities through the work that you do for clients (and through accolades achieved for that work through award shows). How you position yourself as a thought leader in your respective field is paramount as an agency basically sells ideas.

In a nutshell, what are your primary responsibilities?

The ClayCollab is still in its infancy, so our main job is to grow the business inside and out. A major part of this is keeping your people motivated and invested in the vision of the company.

What is the most difficult aspect of your job?

Juggling day to day – being available for staff, clients and find time to focus on business admin.

What skills are the most important to perform your role, and do you see it as an internal role, external or somewhere in between?

A positive attitude. It’s very easy to get weighed down and despondent with the challenges of running a business. But if you maintain positivity, it spills into all areas – your clients and your staff pick up on that energy.

For more information, visit www.theclaycollab.com.