If you ask a range of agency founders why their clients need them, you tend to get answers along the lines of:
“Because we’re the leading agency for ____ in the _____ sector.”
“Because we’re award winning.”
“Because we have a unique and powerful process.”
“Because of our people and culture.”
“I dunno, but they keep buying so let’s not question it!”
And so on
But while (most of) these may be factors in why clients might choose you, they are not the underlying need your client has.
They’re not the reason they decided they must hire an agency in the first place.
To fully understand the foundations your creative agency business is being built on, we need to know why clients might need you.
To do that, we’ll look at your clients, the world, and how your clients interface with that world.
Your clients
So let’s put ourselves in your clients’ shoes.