Business Perspectives: Positioning your business with potential clients

The RGD shares the insights from Firm Owner Members on positioning your business with potential clients and whether the focus should be on differentiating your company from other firms.

Mike Gioffre, Principal & Creative Director, Channel 13 Advertising & Design

We position ourselves as partners who are genuinely invested in each client’s vision. Instead of focusing on comparing to other agencies, we put our energy into what matters most to our clients—a real partnership and a deep understanding of their goals. It’s never transactional for us. Everything we do is tailored to fit each client’s needs—no one-size-fits-all approach here.

Our project teams are fully integrated, forming dedicated pods of strategists, creative directors, designers and web developers who work directly with clients. There’s no barrier between us; we keep everything transparent, encouraging collaboration and creativity. Our art directors lead each project, not only managing but actively shaping the work alongside the client. As an owner-operated agency, we’re hands-on. We’re graphic designers by trade, still in the trenches, ensuring every project is carefully crafted. This approach keeps our work meaningful—not just stylistic, which is exactly what we aim to deliver.

Mario Mercier, Président/directeur de création, Compagnie et cie

We position ourselves as long-term value creators, combining creativity, strategy and innovation in a people-oriented approach. Our priority is to gain an in-depth understanding of our customer's needs and offer them tailor-made solutions far beyond their initial expectations. We don't just provide services; we build experiences, working closely with our customers throughout the process. We integrate sustainability principles into our designs and promote responsible practices. Design must be beautiful and functional and have a positive impact.

Carolyn Shaw, President/CCO, Humanity

Humanity is a strategically led, creatively driven brand transformation agency. We help forward-thinking brands become more human, driving meaningful impact on their business and society. Differentiation is key—just as we create unique brands for clients, we must apply the same principles to ourselves. With so many creative agencies out there, knowing who you are and what you stand for is critical. Humanity is a Black-owned, female-led agency and our proprietary Wellbeing Framework™ sets us apart. Rooted in behavioural science, this framework helps brands connect deeply with people by understanding their thoughts, not just what they think. We believe transformative brands should elevate the well-being of the communities they serve.

Lauralee Sheehan, Founder / Chief Creative Officer at Digital 55

We lean into our indie roots and edgy approach when positioning Digital 55 with potential clients. Our value lies in embracing the unconventional and creating content that resonates by focusing on subcultures and untold stories. This indie spirit is our differentiator—we don’t shy away from it but highlight it as a core strength. By approaching each project with boldness and authenticity, we deliver creative work that stands out, challenges the norm and truly connects with audiences. This unique approach ensures we’re not just another digital/media company; we’re a creative partner that brings fresh, fearless perspectives and curious collaboration to the table.

Chris Wharton RGD, Principal, GOOD Company

GOOD Company focuses on two essential elements: delivering purposeful creativity and being a dependable, long-term partner for our clients. By working with values-driven organizations, we differentiate ourselves through a commitment to creativity that looks not only great but also drives real-world impact. This approach attracts clients who share our vision for positive change, allowing us to collaborate on solutions that inspire meaningful progress.

Equally important is our role as a reliable, versatile partner. We understand that clients’ needs evolve over time, and we’re equipped to support them through both individual projects and long-term engagements. With a broad range of services and a commitment to consistency, we ensure high-quality results across every touchpoint. By combining creative depth with ongoing support, we provide the kind of partnership that helps clients achieve their goals while making a lasting difference.