Consumers are exposed to campaigns for Brands and the hope is that they will be persuaded that the Brand is indeed, the best in the category.

Agency Credentials are like a campaign for the Agency and the target is the new business prospect. The objective is to persuade him that this is the best Agency for his needs.

All too often Credentials follow this template:

Our Clients: Look at all the blue chips that we work with and the different categories we understand.

Our Proprietary Planning Process: It is a foolproof guide to winning ideas in all media. And none of our competitors has anything like it.

Our Case Studies: Look at how we have built many different brands in many different situations.

Our Network: We can seamlessly and quickly transfer learning across categories and geographies.

Local Agencies: We understand this market better than any multinational and we do not need approval from New York or London. Our Management has full authority.

Our Reel:  We have lots of award winning spots but we also know that awards are not really that important.

If yours look like this, you are not helping yourself.  Your Clients are slowly being convinced that Agencies are commodities. They may as well go with the cheap one.

If you want your new business operation to take off, get off the credentials template and do something different, exciting and persuasive.

It is what you would recommend to your Client.

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