Shared Independent Thinking: BBN's most valuable asset?

As independent agencies across the globe, we all seem to face the same challenges - talent, resourcing, category insight and exposure to name a few. As well, we are constantly faced with competition in all shapes and forms... from hungry small shops to top-of-mind, multinational agencies. How do we compete? How do we get noticed? How can we be BETTER?

We can be better, and in many ways we are.

This is where we get to "Shared Independent Thinking". This may be the single most compelling reason for agencies to join BBN and for prospects to seriously consider working with our network. If we look at the ends of our competitive spectrum, there is a clear advantage in BBN's offering that we should be leveraging in every introductory meeting, every casual industry conversation, every interview...every day.

The hungry, small shop can offer expertise, creativity, nimbleness but will always be faced with resourcing and execution challenges. This makes their angle of attack very narrow. Large multinational shops are slow to react and are blanketed with a one-way-of-thinking approach. Mothership speaks and all the foot soldiers listen.

The BBN's unique offering lies in the independent thinking of its member agencies. Each one with its unique expertise, approach, focus, experience, client base, and network. This independence gives the BBN not only a cultural mosaic to draw from, but has the ability to widen the perspective of all member agencies. This is what we call BBN's "bottom-up" approach. An approach that is unlike anything in the world, in my humble (somewhat biased) opinion. The BBN brand is fueled by the thinking of our independent agency members and the over 900 professionals that live and breathe within them. The BBN brand does not prescribe and enforce models and behaviour for the network to merely administer and execute.

That's pretty compelling. But it gets better.

As amazing as independent thinking can be, having access to all of it is even better. As agency owners within BBN, we have all committed to accessibility and the sharing our resources. This means that the independent thinking of each member agency can now ladder up to an eclectic pool of resources, knowledge, expertise and talent! Just to be clear, that is an "eclectic pool" not an "assimilated pool". Multiple views, distinct perspectives, varied experiences and cross-disciplinary knowledge will lead to insightful briefs, meaningful presentations and discussions, powerful creative and, ultimately, success - at every level.

Now, THAT'S compelling.

So, to the over 900 professionals within the network, wear your independence on your sleeve and show it off! Thirst for the resources and opportunities available to you through the network.

To the member agency senior leaders, be open to sharing that independent thought and encourage open-mindedness.

For it is this Shared Independent Thinking that will make the BBN a powerful force - a force that can be unmatched.