Ad Agency Hires Ad Agency
According to Ad Age, Campbell-Mithun, a Minneapolis-based advertising agency that’s been around since the 1930s, recently hired another ad agency to solve its branding/positioning issues. (Yep, you read that right. Read on for more.)
Unable to define or articulate why Campbell-Mithun is indispensable and how they go about helping improve the branding/marketing efforts of their clients, Campell-Mithun hired Cue, a Minneapolis-based ad agency, to solve for these communication issues.
The end result was the creation of a branding ethos for Campbell-Mithun. This branding ethos consists of seven tenets derived from quotes spoken by Ray Mithun, the agency’s founder. Murals were created and posted inside the Campbell-Mithun offices with the artwork depicting these seven tenets. Plus, these seven tenets are also featured in Cambell-Mithun’s capabilities marketing materials.
I applaud Campbell-Mithun for having the courage to admit they lack the capabilities to define and design branding work for themselves. But that admission could (and should) scare off current and potential clients. Would you want to trust your company’s branding efforts to an ad agency that can’t solve its own branding issues?