AAR Masterclass: Developing your agency proposition

Why are agencies so insecure?

I’m sure we all have friends who choose the same dish every time they go to a curry house while another friend will try the thing they’ve never had before and live with the consequences. It’s funny how one person’s ‘risk’ is another’s ‘adventure’.

Feeling safe and secure is a fundamental human need and the way we navigate menus is based on this. Hence, we have expressions like ‘comfort zone’ and ‘comfort food’.

At this time of year, we meet many agencies whose New Year’s resolution is to update their proposition and rewrite their narrative, moving out of their comfort zone. For some it is no more than choosing a different dish at the curry house but for others, it’s deciding to eat somewhere totally new.

What they all have in common, however, is the inclusion of what we call the ‘insecurity slides’. These are the comfort food of agency credentials; their poppadum’s, chutneys, Cobra’s and side dishes, which can detract from your key message.

To identify your insecurity slides and build a story that flows, come along to our next Masterclass for some 'safe' adventure!

Presenters: Tony Spong and Robin Charney, AAR