Copy them.


I’ve always wondered why more agencies don’t copy other successful agencies. True, every agency is different, but if you want to be like Crispin, or Wieden or Goodby, why don’t you model your agency after theirs and do what they do? Too many smaller agencies I know have no plan – they don’t know what they want to be, and if they do, they don’t actually do the things they need to do to get there.

And it’s not like it’s a secret. Goodby, for example, will actually TELL you how they did it. Derek Robson is the Managing Partner at Goodby Silverstein & Partners and he’s posted a slide show detailing how Goodby reinvented itself – morphing itself from a traditional agency into a more holistic one. Check it out. It’s invaluable learning you certainly won’t find in any book.

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