While many of the big names got involved, it reminded us of some of our recent pitches and reviews, and the importance of standing out and making an impact.
We usually say that sometimes it feels like 80% of agencies have the same point of difference – they are "uniquely 360 degrees, brand building, media neutral, ideas driven, holistic ideas shops." The challenge comes – when everyone is saying the same thing – what can you say to stand out? In 2016, the challenge is going to be how to be truly relevant to a few people, not generic to all people.
We wish you the best of the holiday season and a strong future.
R3 is a global marketing consultancy focused on improving the effectiveness and efficiency of marketers and their agencies. Founded in 2002, we work with eight of the world's top twenty global marketers.
Through our regular "AgencyScope" research, now covering more than 1,000 marketers in China, India and other markets, we are learning about true client preferences for the best local agencies in each market and helping agency holding groups form strategic partnerships with the best local agencies.