For Some, Junior High Never Ends

Agency websites tend to be pretty tame affairs, which is a sad commentary on how slow agencies can be on the uptake. Be that as it may, today I stumbled upon something I like on an agency web site–a positioning line delivered in an impactful way.
Cramer-Krasselt is hanging their hat on the following sentiment: “Yes, it is a popularity contest. The brand with the most friends wins.” This mantra is delivered in Flash each time is opened. There’s nothing particularly interesting about the site itself (see the lead to this post). But the line reveals a marketplace reality in fresh language that potential clients and employees can readily understand and easily recall.
All agencies want to convey that their particular charms will make brands in their care popular and rich. That’s the business we’re in. Cramer-Krasselt simply found an effective way to present this insight.



About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am head of brand strategy and creative at Bonehook in Portland, Oregon.