Advertising agencies are responsible for pitching and producing a lot of marketing and ad content for brands the world over, so you would think that these agencies should have the best marketing material out there. Well, that’s not necessarily the case. Remember the last time you saw a compelling video marketing the services of an ad agency? Yeah, me neither. Maybe Mad Men, but that tends to focus on the dark side of advertising.
If you are working in or running an ad agency, it’s important to remember your assets. You are in the market of ideas and creativity. Shouldn’t your marketing videos reflect that?
There are a handful of ad agencies, and their marketers should consider if and when they invest in a video production to promote their business.
- What are you capable of?
This video should be an example of your absolute best work. Whether you specialize in funny TV spots, sexy magazine photography or innovative web strategy this video should highlight some exceptional past work and feature some original branded material for yourself. Your clients will expect you to treat them the way you treat yourself. - Who is behind the agency?
A creative organization such as an ad agency is driven by people who are either talented, tireless, or both. Viewers and potential clients should get to know the people who will be handling accounts and where these people are most experienced. If your agency has a Don Draper, put him front and center. - What are your priorities?
A good company has certain aesthetic and ethical standards. Tell viewers what yours are. If your agency focuses clients doing work that’s “green” and sustainable, tell viewers why that is your focus. Although you should avoid stepping on someone’s toes, consider mentioning work you have turned down because it didn’t match your company’s style or values.
Details like these humanize the organization, making you relatable, appealing, and seemingly transparent. If you want clients to work with you, they should know who they are working with. Sure, you can cover all these topics in a mission statement or a bunch of blog posts, but engaging, concise videos are far more likely to attract and maintain users’ attention.
