Case Study: United DSN – Aligning founder values with a strategic new business direction

Background

United DSN, a prominent lifestyle brand agency based in San Diego, California, was founded and managed by the dynamic duo of Andy Johnson and Lawrence Haggerty. With a collective experience of over 55 years in developing globally recognised brands, the partners encountered a pivotal challenge. Despite their commercial success, they found themselves working with brands that failed to resonate with their cultural values and creative aspirations. This misalignment led to a lack of strategic value and motivation within the team.

Challenges Faced

The partners envisioned collaborating with leading global lifestyle brands that mirrored their personal admiration and usage. Their goal was to engage with industry leaders committed to disrupting their respective categories through brand innovation. However, a critical gap existed in terms of a suitable agency proposition and the requisite systems and processes to attract and retain their desired clients. Moreover, the founders were grappling with a degree of industry fatigue, necessitating some fresh, honest and objective thinking to help rekindle motivation and maintain focus.

Strategic Intervention

Over a two-year collaboration, I partnered with United DSN to orchestrate a comprehensive strategic transformation. The key elements of this intervention included:

• New Agency Proposition: I crafted a clear and confident new agency proposition that resonated with the values and aspirations of the target clientele.

• Revamped Communication: I assisted in articulating their highly challenging brand immersion and discovery process into a visible/tangible approach that could be marketed to prospects. Additionally, I rewrote case studies, revamped the website content, and refined the copywriting style to reflect the agency’s renewed positioning. A fresh approach to new business meetings was devised, enhancing United’s ability to effectively engage and convert their desired audience.

• Database and Lead Generation: Implemented a database of international prospects, enabling United to identify and pursue potential clients aligned with their vision. Executed targeted lead generation campaigns to attract the attention of desired brands and businesses.

• Qualification Methodology: A rigorous methodology was developed to qualify prospective partners, ensuring alignment with the newly defined criteria. This eliminated potential mismatches and streamlined the client acquisition process.

Outcomes:

The strategic initiatives yielded significant outcomes for United DSN, including:

• Client Portfolio Enhancement: United secured profitable opportunities and new projects with a diverse range of better-matched customers. Notable clients included Coca Cola USA’s innovation team, Pelican, and Remington Arms.

• Motivation and Focus: The agency experienced a renewed sense of motivation and focus, stemming from a strategic realignment with culturally aligned and creatively inspiring brands.

Conclusion

In summary, United DSN successfully navigated the challenge of working with brands that did not align with their cultural values and creative inspirations. Through the implementation of a new strategy, refined processes, and targeted client engagement efforts, the agency not only overcame its challenges but also realised its vision of working with globally recognised lifestyle brands. This case underscores the transformative power of strategic planning and business acumen in reshaping the trajectory of a creative agency.

Considering a new business strategy that aligns with your values and ensures commercial viability? Let’s connect. I will help shape a strategy that resonates with your vision, ensuring business growth and winning the work that truly matters to you.