Where Your Competition Is Weak, Be Strong

When you start a new company you need an edge, a point of difference, a calling card. You need something to sell that’s better than what the next guy is selling.
Matt Thompson of startup agency Indigo Sky in London thinks he has all that.
“There is a knowledge gap in the UK of US digital marketing innovations like video ad networks, cookie exchanges and search re-targeting and it’s our intention to fill that gap,” he says.
According to the agency’s Web site that’s not the only gap Indigo Sky intends to fill. Thompson and crew bring “passion, affordability, results, and a commitment to first-class service,” as well.
“We were shocked that other agencies couldn’t deliver these simple needs for their clients” the agency’s About page copy reads.
It doesn’t appear Thompson is out to make friends in London agency circles, but that might be okay, provided he can make “friends” with enough well-heeled clients.



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.