Written by: Tim Wirtz
FULL DISCLAIMER – I have worked at ad agencies my entire professional career…until now. For purposes of keeping it simple, I am lumping traditional, digital, and PR firms into the “ad agency” category. And yes, I understand there are huge differences in what each of these businesses do and the services they provide, so please forgive the generalization.
The first time I thought about what I would try and say in this post, I’d been reading our local Knoxville paper and saw an agency’s ad about the work they do. It had all the language I’ve used a thousand times – measurable metrics, sound strategy, etc. The ad gave me pause, and confirmed for me that my decision to step away from agency-life was the right one for me. For more than 20 years (gulp, I feel old) I had been developing strategy, creating brand awareness, driving traffic to a specified destination, and so on. However, I was never close enough to the product or service to truly understand it, from the inside out, so to speak.
Simply put, I wanted a change from promoting the car and instead desired a chance to peek under the hood and get my hands dirty figuring out how it works. That’s a very simplistic way of looking at the differences in what we do here, but hopefully you get the point.
Our first slide in every presentation says it clear as day – we are not an ad agency, and we don’t plan on being one. Then we follow that statement up with that fact that we ENJOY partnering with agencies, and we work very well with them. Our services don’t compete, but rather complement each other. Once we’ve agreed on that, it always becomes a great partnership – one that benefits both sides, but more importantly, it benefits our customers.
IG is a technical communications company. We take difficult material and simplify it, and unlike agency teams, we not only interact with our client’s marketing teams, we also talk with their engineers, product managers, technical writers, facility teams, and others. The results of our work are oftentimes used in coordination with marketing efforts, but we provide solutions that do the explaining, not the promoting.
It’s a great place for us to be, and we’re glad to be here. If you have questions, or if we can be of help to you, please don’t hesitate to find me. firstname.lastname@example.org or 865.266.3930.