Crafting Agency Narratives

Roland Gurney runs Treacle, a team specializing in agency positioning, differentiation, and messaging.

Treacle has worked with various agencies worldwide, from independent boutiques to major network names, and is on a mission to help agencies stand out and attract clients.

In this episode, Roland explores the intricacies of crafting distinctive and compelling narratives for design agencies. He discusses common pitfalls agencies face, the importance of a well-defined target client, and introduces the 3D positioning model—desirable, distinctive, and defensible. Roland also touches on the impact of AI in the industry and the evolving landscape of design agencies.

Treacle also recently won a Drum Award for their spoof agency called Beige; The World’s Most Average Agency which is a great example of what agencies get wrong when it comes to their overall proposition.