“From the outset AMBITIOUS were able to interpret our business objectives and deliver a content marketing strategy to help us meet our growth plans.
They adopted a tailored approach, specific to the needs of The Agency Works Group, and suggested clever and efficient ways to engage the people we wanted to reach.
If you are a business; with plans for growth then AMBITIOUS are a company to help you realise those objectives.”

Jason Neale, Managing Director, The Agency Works

THE AGENCY WORKS GROUP

Content Strategy and Content Marketing

Client

About The Agency Works

As the exclusive UK partner of Synergist, the leading job costing and project management system, eXpress Systems was an established business offering implementation and training support to over 400 creative agencies and consultancy businesses nationwide.

Recognising that the business was becoming increasingly involved in providing consultancy and mentoring to creative agency heads with all financial and operational aspects of running a business, eXpress Systems took the decision to rebrand the business, expand their offer and embark on significantly growing market share.

AMBITIOUS was asked to support the business rebrand and repositioning of eXpress Systems to The Agency Works, – helping to engage agency heads working in design, digital, PR, advertising and creative services.

Find out more about them here: http://theagencyworks.co.uk 

The challenge

The Agency Works wanted to grow their business, expand their service offer, attract larger agency clients and position themselves as more than a project management sales and implementation team to both new and existing clients.

They wanted to let their target audiences know that The Agency Works can help in all financial and operational areas of running and growing a successful agency business including maximising staff resources and reducing under recovery, saving money, growing clients, stopping late payments and winning profitable work.

Changing their name from eXpress Systems to The Agency Works to better reflect the business offer and strategic focus was the start of that process, but an integrated communications plan was needed to maximise the impact.

The solution

AMBITIOUS worked with The Agency Works to refine messages and positioning for the new brand, create a content strategy, campaign ideas, stakeholder engagement opportunities and a content marketing plan of action.

This included the creation of Agency Food: a campaign platform that produced a quarterly barometer that sought and shared valuable insight from 100 creative agency heads. Trends, concerns and challenges faced by agency heads were identified as part of the research and this helped The Agency Works respond with a summary report offering tips, advice and solutions to real problems being experienced.

Guest influencers such as The Drum Network were also invited to contribute to the Agency Food report and a shorter version, called Agency Food Bite Sized, was specially created for Bristol Media and offered as a download for members.

In addition to the quarterly Agency Food report, a LinkedIn forum (called Agency Food) was established using insight from the barometer offering insight, tips, advice for its members.

Using the barometer to feed the content marketing plan, regular webinars and a series of blogs and thought leadership articles from The Agency Works founder Jason Neale have been created that offer agency heads useful tips, advice and observations on managing and growing profitable agencies.

The results

Thanks to the Agency Food campaign, The Agency Works has been able to engage new clients, expanding business services and building its reputation as a real expert in all financial and operational areas of running and growing a successful agency business.

They have been asked to take part in national industry events, offering advice and counsel to creative agencies and their business continues to grow.

AMBITIOUS has also been asked to support The Agency Works Group with expanding their brand to include Magnifeye consultancy.