In recent years, the term “agency” has taken on a more sinister connotation. The public largely associates agencies with unethical practices such as bribery and kickbacks, inflated service fees, and unrealistic promises of success. But is this really what brands want from their agencies?
In this article, we’ll explore the motivations of brands when it comes to working with agencies and look at what they should be expecting in order to create successful partnerships.
The changing landscape of advertising
As the advertising landscape shifts, so too does what brands want from their agencies. In this article, we’ll explore how the changing market is affecting agency relationships and what brands should be looking for in an agency partner.
Agency partnerships used to be all about providing services in exchange for a commission on those services. But as the advertising landscape changes, that model is becoming less and less common. Today, most brands are looking for partnerships that focus on creating value for both parties – not just service delivery.
Here are some tips for building successful partnerships with brands:
1. Think partnership, not service: Brands want to work with agencies that share their values and goals. Agencies that focus purely on delivering services without thought of the long-term benefits will struggle to find success with brands.
Build a relationship based on shared values and goals, and be willing to discuss each others’ goals openly and honestly. This will help build trust and create lasting relationships between the two parties.
2. Create value: One of the most important things a brand can look for in an agency is value creation. Brands want to know that their agencies are working hard to help them achieve their objectives, not just collecting commissions on services provided.
The importance of collaboration
The relationship between brands and agencies has always been an important one. Agencies help brands build and maintain a presence in the marketplace, and provide them with the necessary resources to do so. However, this relationship is changing. Brands are now more interested in collaborating with agencies rather than servicing them.
Here are four reasons why brands are looking for collaboration over service from their agencies:
First, brands want to tap into the expertise of their agencies. By working together, both parties can come up with better ideas and solutions. In addition, this type of partnership allows agencies to grow and learn while still providing value to their clients.
Second, brands want to share control. They no longer want to be at the mercy of their agencies. When working together, both parties can make decisions jointly and have a greater impact on the overall outcome. This type of partnership also allows brands to experiment more freely, which can lead to new and innovative marketing campaigns.
Third, collaborations allow brands to save money. By teaming up with an agency, they can negotiate better rates and get more out of their investments.
The new brand ethos
In today’s market, it seems that the all-important mantra is “think partnership, not service.” Brands are looking for agencies that can help them create and maintain a strong relationships with their customers. In order to be successful in this new era of branding, agencies must learn how to think like the brands they work for.
One of the ways that brands are seeking to improve their relationships with customers is by developing compelling content. This information must be fresh and engaging, and it needs to be distributed across multiple channels (including social media, email marketing, and website content).
In order to create these types of pieces, agencies must have a deep understanding of their client’s brand values and audience demographics.
All of this takes time and effort, but it’s worth it if brands can develop strong customer relationships that last over time.
How brands are creating partnerships with agencies
Brands are realizing that partnerships are the way to go when it comes to working with agencies. This is because partnerships offer both parties more benefits than service does.
Here are five benefits of partnership:
1. More Control: When a brand works with an agency, they have control over all the aspects of the relationship. This means that the brand can dictate what services the agency provides and how those services will be delivered.
In contrast, when brands work with service providers, they often have little to no control over what happens. This can lead to unhappy clients and dissatisfaction on the part of the brand.
2. Greater Efficiency: When a brand partners with an agency, it can get more value out of its resources than it would if it worked with a service provider alone. This is because an agency has a wealth of experience and knowledge that can be put to use in order to create successful campaigns.
In contrast, when a brand works with a service provider, they often have to start from scratch which can take longer and cost more money.
3. Better Results: When brands work with agencies, they are likely to get better results than if they work with service providers alone.
Coaching is part of the job
When it comes to working with an agency, many brands believe they are simply hiring a service provider. However, what these brands really want is a partnership.
This is where the agency’s skills and expertise come into play. The agency should be able to provide valuable insights and advice on how to improve its strategy and operations, as well as offer guidance on which partners would be best suited for their needs.
At the same time, the agency should be able to foster a collaborative environment with the brand. This means being willing to share data and ideas openly, as well as collaborating on projects together. In return, the brand should expect loyalty and dedication from the agency.
Data first, creative second
Agency-client partnerships have become the norm in today’s marketing world. Brands are looking for agencies that can help them with data-driven insights so that their creativity can shine through. But what do these partnerships really look like?
Think about it this way: In a traditional agency-client relationship, the agency creates the creative and then tries to sell it to the client. The client pays the agency for this service and usually has very little input on how the final product is delivered. This model is changing, but not necessarily for the better.
Data-first agencies are taking a different approach. They work with clients to develop data-driven insights first, and then create creative based on those findings. This type of partnership allows both parties to be more collaborative and productive. It also gives brands more control over their message.
The benefits of this type of partnership are clear: Clients get access to unbiased data that can help them make informed decisions about their marketing campaigns, and agencies can focus on creating great creative without having to worry about getting paid. In other words, it’s a win-win situation!
