Most agencies believe they’re the right partners for your brand.
We’re pretty sure we’re wrong.
That’s the first thing The Wrong Agency’s homepage declares.
(The Wrong Agency is a marketing firm based in Malmö, Sweden.)
The site goes on to list why they’re probably not the agency for most of us: they’re revolutionaries, demanding, uncompromising, picky with whom they partner, impatient…you get the picture.
It might seem they’re saying that most of us aren’t good enough to be their partners (what they call clients).
A lot of us probably wouldn’t want to be their partners.
So, do you think that kind of tone turns people off?
Do you think some might even find it offensive?
You know what?
It doesn’t matter.
Those of us who get turned off or offended aren’t their ideal partners anyway.
We’d probably hate working with them!
But there are people who will land on The Wrong Agency’s website and know they’ve found kindred spirits.
Think of iconoclasts, people who not only think outside the box but don't give a damn about the box, people who find most marketing a vast desert of corporate samespeak.
This might be an extreme example but it represents an eternal truth: No individual or organization can be all things for all people.
Sure, you can try.
But how are you going to talk to the world, everyone, “the public,” without coming across as vanilla pudding?
Think of the time it saves for the agency and for folks looking for a creative firm. Seems like they’d know whether they’re a good fit pretty quickly.
Now, I’m not suggesting every organization, especially nonprofits working for a cause, could pull this off, or should even try.
But it’s a great reminder that a fresh, unexpected approach wakes people up.
You don’t have to sound like everybody else.
In fact, it’s a gift to your audience if you don’t.
As always, thanks for reading!
