So, for Challenger marketing agencies, here’s a few more strengths I thought could be leveraged:

- Senior Do-ers
Our work is (probably) undertaken by senior staff who own/run the agency and who got sick of just managing and wanted to get back to ‘doing the do’. That willingness to stick doing what they’re best at (not becoming a manager) and get their hands dirty means clients get people who can get up-to-speed quickly and do the work not just quicker, but better.
- Speedier Than Usual
We’re always going to be faster than the lazy big (and medium) boys/girls. Always.
- Common Sacrifice
We’re happy to sacrifice income if it’s the wrong idea for the client. We won’t recommend things that anyone can own just because we’ve got some great deal with a media owner/whoever. Clients will usually reward honest advice with loyalty…and if they don’t, do you really want to work with them?
- Fun
We tend to want to do stuff that’s different – it’s not just right for the client but, dammit, it’s going to be fun for us to learn and do! Scary at times, but fun.

I also think it’s worth noting – just from personal observation – that it seems most Challenger Brand-focused marketing clients are actually quite keen to work for themselves now/one day in the future, so they look increasingly benignly at Challenger agencies…or is that just me?

Anyway, Im going to keep touching lots of wood every day…!