Murray Streets, Make Your Advertising Message Stand Out – InnovaBuzz 273
Murray Streets, BC&F Dentsu
In this episode, I’m really excited to have as my guest, Murray Streets, Managing Director of digital marketing agency BC&F Dentsu. As an agency leader, Murray is committed to promoting the creation of an ‘always learning’ culture to enable the teams he leads to do their most effective work for clients. BC&F Dentsu aims to be distinctive in all they do and have an impressive list of clients as well as recognition from a variety of industry awards.
In our discussion, Murray and I talked about:
- What makes an advertising message distinctive, engaging, and stand out
- Focusing on real measurable results, not vanity metrics
- Finding opportunities by identifying unmet needs or a job that is hard
Julia Streets in episode 174 introduced us to Murray.
Listen to the podcast to find out more.
Listen to the PodcastThe way you behave with your team shouldn't be any different from the way that you engage with your clients. – Murray Streets @DentsuAegisANZ on #InnovaBuzz podcast Click To Tweet
Show Notes from this episode with Murray Streets of BC&F Dentsu
Key points and takeaways from this episode include:
- We are not rational. We just think we are.
- Use techniques that will allow you to stand out and position yourself are more important than ever despite the change in technology and the rise of digital disruption.
- Doing distinctive work is an effective way to capture the attention of your prospects and change the behaviour of buyers. It allows you to stand out with your potential pool of clients as you market yourself versus big competitors.
- Being a small agency doesn’t mean that you are less distinctive in the market.
- Create an environment where people can grow and progress as their best selves within the business.
- Create a culture where people can not only be themselves but also where they can grow and where their learning can be stimulated in such a way that they will not feel that they can go and do more in a bigger agency.
- Be very conscious about your connection with your team members. Make it as personal and as professional as it can be.
- Worry less about the structure and worry more about people.
- Make sure that your people feel valued and that they retain that hunger for learning even if they have been with the business for a long time.
- Everyone can learn from everybody.
- The way you behave with your team shouldn’t be any different from the way that you engage with your clients.
- Being candid with your clients about the size of a challenge, their expectations, and what it’s going to take to achieve the growth that they are looking for, allows you to build more trusted relationships with your clients.
- An integrated approach is key.
- Effectiveness should be right at the beginning of the conversation.
- Standing out is not about showing off. It is about creating results.
- Brand building doesn’t happen overnight. You have to balance your performance marketing with your brand building marketing.
The Buzz – Our Innovation Round
Here are Murray’s answers to the questions of our Innovation round. Listen to the interview to get the full scoop.
- #1 thing to be more innovative – Think very hard about your customer and your audience group that you are trying to sell to or communicate to, and identify their unmet needs.
- Best thing for new ideas – Take action and don’t get paralysed. Don’t just build it up in your head. Take action!
- Favourite tool for innovation – Strategyzer tools and idea mapping.
- Keep project / client on track – Communicate, communicate, communicate!
- Differentiate – Know thyself.
To Be a Leader
You can’t lead other people until you can lead yourself. Self-leadership is all about being honest with yourself about what your strengths and weaknesses are. Know that it takes a coalition of talent to help you get to where you want to go.
Muray suggested I interview Craig Hudson of Xero. So Craig, keep an eye on your inbox for an invitation from us to the InnovaBuzz podcast, courtesy of Murray Streets.
Cool things about Murray
- He grew up in London.
- He has studied Latin and Ancient Greek classics.
- He speaks French and Latin.