Wednesday, 23 December 2009

The sincerest form of flattery

Differentiation is one of the fundamental strategies of modern advertising and marketing.

Which made it all the more surprising when industry colleagues drew our attention to the recent activities of a competitor agency.

Take this integrated blog-come-website.

An innovation in our category, in the last week it’s been rebuilt just down the road seemingly to the same set of plans.

Or The Bunker, a DM GROUP innovation of three years, which has also reappeared at the same place as The Vault.

A name, sentiment and use of striking similarity.

It makes us wonder what other initiatives have been adopted. Our thoughtDM at weekly WIPs? Our birthdayDM for a client’s special day? Our drinkDM for refreshing meetings?

But on reflection it should come as no surprise.

Three of their six senior staff learned their craft at trademarkDM, a heritage proudly promoted on their website.

And while we’re flattered others would want to seek our people and ideas, we’d hope they and you would expect them to be different.

If not even better.

So if you’d like original – differentiating – thinking contact us.

If not click here.