Arriving at an agency proposition is like playing a game of buzzword bingo – everyone claims to be integrated, insight-driven and creative. It can be difficult to identify a USP in such a crowded marketplace and even more difficult to nail your proposition and shout it from the rooftop!

How we turned our genuine strength into a business development tool

The definition of community has evolved dramatically over the past two decades. Once rooted in geography – where you lived, worked, and socialised. Now it exists on Reddit threads, in Slack groups, across social platforms, and IRL. The way we communicate with and engage these communities has had to evolve, too.

Community has always been at the heart of what we do. It’s not just a service offering, it’s how we win and retain clients. It started in the heart of communities, geographically, 35 years ago and has evolved with the channels and tools we now have available to speak to groups of people with particular passions and interests. We know our stuff and we deliver. But we’ve long known we weren’t articulating or telling that story loudly enough externally, especially with more and more clients switching on to community-driven marketing.

Building our own campaign

We treated this like we would any client brief. No shortcuts, no half-measures. We developed a robust campaign rooted in what we believe: the power of community. At the centre was a detailed industry report, supported by a targeted digital campaign. The result was a tangible, credible tool that reflects our expertise and passion. It’s already opening doors and sparking new conversations.

Making it happen

We don’t have a traditional business development function. Instead, we built a dedicated cross-functional team to own this project (no small feat in a busy agency!). We committed to a clear launch date, stayed accountable, and made sure the whole agency was involved, whether through LinkedIn content, bespoke outreach emails, or personal networks.

What we learned

Be brave. Be true to yourself. Put your work and your beliefs out there. It gives your team the confidence and tools to talk about what you do. It energises prospects. And, most importantly, it helps you stand out in a crowded agency market.