What’s the story?

A few weeks ago I went to an event run by UKTI called Exporting Creativity. As part of the event, we heard from Caroline Rowland from a branding agency called New Moon.

New Moon worked extensively on London’s 2012 Olympic bid and since then they have been involved in a number of high-profile bids including: Qatar’s 2022 World Cup bid, Istanbul’s 2020 Olympic bid and the Sochi Winter Olympic bid.

During the talk I thought that winning business must be a doddle for them. They have a clearly defined niche, an outstanding track record and a clear USP.

Aside from these high profile projects, the thing that I found most compelling was that Caroline had a great story to tell. She was passionate about her agency, the talent in the agency and the results that they had brought to their clients.

There are a lot of creative companies in the UK and most of them simply just get on with the job of delivering good work to their clients. Sadly, this is as far as many new business messages go. Many design businesses feel that it’s enough to tell potential clients that they can do a competent job.

The problem is that to someone looking to appoint an agency, this is not a particularly compelling message.

I know that many creative businesses agonise over identifying their USP and think that they have to offer something unique to be able to stand out.

How unique do they have to be?

I’ve worked with dozens of creative companies over the years and every one of them has absorbing stories to tell. They don’t have to be hugely exotic but it’s important that an agency gets their story across in their business development activity. This will help them stand out and provide a bit of texture and personality to their approach.


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