The great majority of ad agency websites suck. The sites tend to be little more than digital brochures and chest-beating exercises. Agency sites are also focused on past accomplishments, which is odd considering that the buyers of ad agency services want future successes.
Thankfully, PAM Advertising in Zurich, Switzerland doesn’t play by other people’s rules.
PAM was founded by Parvez Sheik Fareed and Miro Pfister. Despite their secret crush on Pamela Anderson, PAM just stands for “Pavez and Miro”.
The agency’s “Don’t Call” list is pure gold from a positioning and copywriting perspective. Here’s a selection of gems (click over to their homepage for the full treatment):
☞ Don’t call us if you have no budget.
☞ Don’t call us if you’re a selfie stick owner.
☞ Don’t call us if you view creativity primarily as something aesthetic.
☞ Don’t call us if you want to solve every problem with technology.
☞ Don’t call us if you muse about colours and fonts for hours.
☞ Don’t call us if you think nobody reads anymore.
☞ Don’t call us if you prefer an Instagram like over a sale.
☞ Don’t call us if you think advertising is dead.
☞ Don’t call us if you find happy smiling people ‘emotional’.
☞ Don’t call us if you think your brand plays a profound role in people’s lives.
☞ Don’t call us if you want to be everyone’s darling.
This copy makes me wish I’d written it.
Pursuing a reckless strategy of taking whatever business comes the agency’s way is the fast lane to oblivion. In today’s marketing world, an agency is either highly differentiated or it is toast.
