I’ve been involved in the advertising agency world most of my life, usually as an owner, partner or principal. But for the past eight years I was the vice president of marketing for Valley View Casino & Hotel. It’s a great success story that I’m sure I’ll blog about in the future. During that time I’ve also been conducting a branding workshop. In the workshop I discuss that if you want to be successful in your business you need to find a hole in the market and fill it. That’s what we did at Valley View Casino & Hotel. We found a hole, filled it, then differentiated the brand from the competition.
While we were producing incredible results for the casino, I saw a hole in the advertising category. Business owners I encountered everywhere were all telling me the same thing. “You should open your own agency.” It seemed like a very risky idea, especially when considering the economic environment. But everything starts with an idea. I mused about why they said I should open an agency. Then it occurred to me. What attracted them to me was that I wasn’t an agency. That’s what they saw that they liked. I was someone that had a great team behind me and we produced results. Not ads. Not fluff. Results. The hole I saw in the market suddenly became a crater. The market didn’t want just another agency. What all these business owners wanted in a sense was… an anti-agency®. Something different. So I, along with the team that has worked with me for many years, set out to create this anti-agency®. We call it InnoVision – Marketing Ideation. What makes us the anti-agency®? You’ll have to keep reading my blogs. This one just reached maximum word count.
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