..the great business black hole?
“half my advertising is wasted, I’m just not sure which half – Lord Leverhulme, founder Lever Bros”
Small businesses find selecting and managing an advertising agency difficult. Part of the problem is they don’t understand what an agency does, nor how it charges. When an agency starts talking about “time and space” many business owners are baffled. What does that mean?
Agencies often seem inordinately expensive as well. They appear to live in the heady ’80s, where the world was awash with money much like the 1920’s. Who can afford to live in those days in today’s age of frugality and KPIs. Does a Creative Director in their 30’s really understand my target market who are in their 50’s? What does a media buyer do and how do I find an agency that suits my size business – they are either a multinational or a one-man shop next to the grocery store on my high street. None of them appear suitable.
We hear these problems all the time. But for many businesses, a successful agency relationship would be invaluable to their business and really help them grow. Agencies are a great marketing resource, come up with clever ideas and in today’s age understand how critical costs are. Many of them are owner-operated businesses as well, so they practice what they preach.
We’ll show you how to get the most from your marketing, media and advertising agencies and enjoy long and sustainable relationships with them.
It’s important that your agencies deliver the right balance of creative input and ROI, and fully understand how their involvement impacts on your people. your sales and your marketing functions.
Communicating clear expectations and identifying your approval processes to your agencies is essential. Well written briefs are a skill, and require expertise that is not always sufficiently developed in-house to have the desired impact. We will work with you to ensure your briefing process meets best practice and help you through the maze of often complex agency relationships, to ensure you have standout, effective campaigns that deliver results and that you are truly proud of.
The benefits of a part time Marketing Director to a CEO looking for an agency?
We’ll not only show you how to manage your agency, we’ll work with you on selecting the right one. Agencies have different strengths and weaknesses, and these days they are highly specialised. You want an agency that matches the personality of your business and your brand, and treats both with the utmost respect. They should be responsive, and business oriented, but they should also have another attribute, and that is the freedom to tell you when you’re not doing it right.
An agency is being paid for their advice, and they need to be able to be taken into your trust and tell you when the job is not right.
Our Marketing Directors have almost all had agency experience, whether it be multi-national or independent. They understand both the client and the agency side well. They know the importance of the match, what the hidden agency costs are, and how to manage the relationship to get the best from them.
We’re impartial as well. We choose a selection of good businesses with a good track record, and we will work with you to make the right choice. The room for failure is minimal with this, and the end result should be a really well run relationship that develops into a close partnership.