The need for differentiation

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Facing fierce competition and lean times, agencies and just about anyone working with marketers these days is fine-tuning their offering to come up with specialized services as a way to set themselves apart.

Two recent cases in point:
Ad network Tribal Fusion has created an advisory board dedicated to the consumer packaged goods market. The board is being led by Carol Kruse, VP, global interactive marketing for The Coca-Cola Co. and Stuart Bogart, former EVP and global managing partner at Universal McCann.

The board will provide strategic counsel and help develop custom programs for the CPG market using Tribal Fusion’s services. The programs will be designed to engage consumers and boost sales.

In a press release, Tribal Fusion said it is “dedicated to a vertical strategy” and plans to enlist additional prominent industry advisors for key markets.

In the second example, Zimmerman Advertising has launched the Red Light Project, which is a research company that will use a predictive behavioral model to give clients the tools to drive purchase.

One of its research methodologies is the cult panel, which will strive to understand the power of cult brands and how to leverage a brand’s cult-like status to drive revenue. RLP has completed several trend-based cult panels so far in the luxury, travel, home, fashion and financial services segments. The most recent panel was conducted on behalf of White Castle.

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