Rebranding the Harkey Group — Tim Washburn // Harkey Group
Tim Washburn
Harkey Group
- Part 1 Rebranding the Harkey Group — Tim Washburn // Harkey Group
- Part 2How to launch a rebrand — Tim Washburn // Harkey Group
Show Notes
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03:07Time Washburns background and career developmentTim's early career involved work in the video games and electronics space. He also held the Creative Director role at EMarketing, where he launched the brands Prizelogic and Nomadic, which were eventually sold to a PE firm and Scott Harkey, respectively.
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07:15The Harkey Groups pivot to a holdings company with individual specialized agenciesAs the industry becomes more complex, specialization is now crucial, encompassing not just disciplines or channels but also verticals. The Harkey Groups pivot to a holding company with specialized agencies enables them to offer the kind of specialization demanded by clients.
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09:58The impact of a creative planning background on developing creative assetsTim's experience in creative planning taught him the importance of consumer psychology. By understanding consumer needs and wants, and gaining insights about how they can overcome barriers, you can develop creative as an expression that connects with them.
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12:35The pros of specialty marketingFor companies that are not large, niche is the best route possible, as you risk disappearing in todays market if youre not exceptionally good at one thing. Taking this approach enabled Nomadic to outperform its competitors in the digital-first space and position itself for expansion.
Quotes
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"This industry has become increasingly more complex over the last 20 years and the need for specialization at the agency level is in high demand." - Tim Washburn
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"If a creative solution is just creative for creative sake, it's not going to connect with somebody or persuade them to go that extra mile and help a client achieve something greater." - Tim Washburn
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"When we understand a consumer's needs and wants, and we have some insight about how it's going to help get over whatever their barrier is, we can develop creative as an expression that connects with them." - Tim Washburn
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"If you're not enormous, niche is the only way to go. If you're not exceptionally good at something, you're going to disappear." - Tim Washburn
- Part 1 Rebranding the Harkey Group — Tim Washburn // Harkey Group
- Part 2How to launch a rebrand — Tim Washburn // Harkey Group
Up Next:
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Part 1Rebranding the Harkey Group — Tim Washburn // Harkey Group
Tim Washburn, Chief Creative Officer with The Harkey Group, talks about the rebrand of The Harkey Group. Over the last 20 years, the advertising industry has grown increasingly complex, creating a high demand for specialized agencies. Instead of pursuing a one-size-fits-all approach, the idea of forming a holdings group with related specialized agencies has gained prominence and players like Harkey Group are taking full advantage. Today, Tim discusses rebranding The Harkey Group.
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Part 2How to launch a rebrand — Tim Washburn // Harkey Group
Tim Washburn, Chief Creative Officer with The Harkey Group, talks about the rebrand of The Harkey Group. Rebranding is a significant undertaking that can lead to powerful transformations for your business. However, the rebrand is just the beginning as long-term success requires a well-thought-out plan for ongoing optimization and growth. Today, Tim discusses how to launch a rebrand.
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