Hilmi's response to an assessment brief.

1. How to market your agency.
Assessment Brief
By: Hilmi Ramlan

2. How should the
two artists
market their
agency?
The main objective of an agency marketing itself is
to strengthen or build a reputation. This way, prospect
clients are able to have a little bit of trust in the agency.
In the case of these two ‘Stick Men’, they have got a point
of difference that can be explored; two artist from two
different worlds with different approaches to art.

3. So we need a name..
An agency should be represented by a name that would personify the agency. Or partly.

4. Stick
Men

5. Why market
your agency?
The agency needs to market itself in order to gain
reputation in the industry. Unless they appear in the
media space, they wouldn’t be seen by prospective
clients and talents alike.
In the case of clients, an agency’s basic ‘salary’ or cash
flow would be from its customers; the clients who
provide them the accounts. Trust plays a major issue as it
allows the clients to let the agency to work with their
brand.
With a strong reputation, clients are more willing to give
them the freedom in terms of creative. In terms of talents,
exciting people would be interested in joining the agency.

6. ‘Stick Men’ can promote its uniqueness in creative
approaches literally through visuals.
LAUNCH PARTY
An exhibition hall would be filled with artworks
that has been crowd sourced from illustrators,
artists and even writers for these companies.
UNILEVER, NESTLE and other interesting
companies would have a piece of art made in their
name in a gallery.
This would act as an ‘ice breaking’ session of a
possible long term agency-client relationship.
How should
you market
the agency?

7. To get the word out there, focusing on a certain
niche of publishers would be the way for this
agency.
For the launch party, illustrators, writers and
artists would be invited and recruited with a print
ad in newspapers and magazines like Creative
Review, Digital Camera Magazine, Wallpaper*,
Grafik and many others.
Awards are the best ways to get the agency out
As a follow-up, ‘Stick Men’ would have a there. With the likes of Cannes and D&AD,
boutique/shop that would showcase some of the agencies require talented creatives and execs to get
best works that’s been spotted online and offline. their stuff out there. With the gallery and point of
difference mentioned earlier, talents would be
The public would be invited to view this gallery more enticed to join the agency to create brilliant
and actually have a say. This helps the agency not things.
only in revenue terms, but also networking and
social interaction. It will also be a place where the The agency itself could start working with young
public could socialise and network themselves. people who are looking to get into the industry by
creating their own set of modules and short
courses. These would excite students moving into
the advertising world by giving them the
opportunity to learn and work with the best
brands in the world, potentially investing in these
young talents.

8. How will this
affect the
revenue?
Doing all this would require not only manpower,
but will also cost the agency a lot of money and
time to run the agenda.
In terms of running the gallery, the agency can’t
afford to get its eyes off the main focus; clients and
new businesses. As such, a PR Manager would be
hired to run the gallery. This creates a point of
difference from any other agency.
This gallery would allow the general public to
purchase and trade items that interest them.