Agencies aren’t going to like me after this, but you will love these secrets.

In short, I want your business to win and I have secrets from 24 years that will help you.

Are you sure you’re getting everything you need and should be getting from your marketing efforts? Agencies are great, but you might not know this, not all agencies are equipped to support you properly or efficiently as you need.

Now, I’m not saying agencies aren’t the way to go but I’m sure that sometimes you can feel like you’re just another number and you’re burning cash with little to no results. What results should you be getting anyway?

I owned two creative agencies in my 24-year career and I have some secrets every business owner should know. Both my Miami and LA agencies allowed me to work with some great brands both big and small. As the VP of Visual Communications, I oversaw multiple brands which allowed me to find the faults of hiring agencies and the struggles from inside a corporate environment to get things done.

I intend to supply you with the right information to equip you better when it comes to hiring a new agency or determining if the agency you’re working with is the right fit.

How long should something take and what red flags should I look out for?

We all want the best experience and time is not always on our side. Two ways to improve your turnaround is to make sure that you’re ready and prepared internally and that your agency can handle bringing you on.

Delays, delays,  delays. Project Management is an issue with agencies and so is the communication strategy many agencies aren’t set up for.

Often, delays are a result of poor project management, poor leadership or poor SOPs.

Agencies might overcommit just to get your sale or lack the necessary tools and techniques to manage time effectively.

What’s the solution?

1. Have a pre-agency plan or have someone in your organization who can spearhead resolving these issues. When you have a pre-agency plan or an internal marketing auditing strategy,  you can always be one step ahead and avoid hurdles.
2. Stay flexible and reasonable when it comes to creative endeavors. Creativity isn’t a light switch and it can be unpredictable. While this is part of the charm, it can also mean that timelines are hard to predict and adhere to. This is another reason why having a marketing plan developed outside of the agency is one thing I highly recommend.
3. Find out which questions to ask your agency. As a client, you can mitigate these issues by setting clear deadlines and regularly monitoring progress. Choosing agencies with proven project management skills and a track record of meeting deadlines can be crucial.

How should you approach budgeting with an agency?

Marketing budgets for many are a headache but they don’t have to be. This is one area that must be planned out before you work with an agency or if you’re already working with one, it’s important to know what to look for and what are reasonable KPIs.

1. Does your agency know how to build a proper campaign? An agency might develop a brand awareness campaign when you need leads or think that every creative campaign should generate leads when you might need brand awareness in tandem with lead generation.
2. What do you do when the Budget is in Misalignment? Sometimes, there’s a disconnect between the client’s budget expectations and the agency’s pricing models. Before hiring an agency or when it’s time to audit your agency, it’s important to use a model like the one we created at Bespoke. Depending on the situation, it’s important to know where and how to budget between sales, marketing and branding and what those metrics are.
3. Are you getting the proper value for your marketing money? The perceived value of creative work can be subjective, leading to disagreements over pricing. One way to mitigate this is by having an in-house expert who isn’t biased but knows what good value for money is. When it comes to creative, make sure they have an expert eye for design and they also understand which metrics are important and which ones aren’t.

Transparency in budget discussions and understanding the detailed breakdown of costs can help but a quick way to ensure you are not getting taken advantage of is knowing where your budget falls within the Bespoke Finance Formula.

Do you feel like another number, a low number with your agency?

It’s not unreasonable to say that you probably are. Agencies split up their workload between 3 client types. There are whales, mid-based and low-level. Much of this depends on how much money they are making from each and this determines where you end up.

1. One warning sign is if you’re paying very little for services. Getting a deal isn’t always a good thing. It can be a sign that an agency needs your business versus wanting your business. I understand you’re watching your money but one question I ask my clients is, what’s the rush and did you not allow enough time to plan and execute this.
2. Over my entire 24-year career one area I have seen client and agency relationships suffer is simply managing the relationship. The feeling of being a lower priority can stem from poor client relationship management by the agency.
3. How do you resolve this or avoid these red flags in marketing? The first step is to internally determine the best strategy. Adversely, if your agency doesn’t supply you with a strategy or doesn’t take the time to develop a strategy with you that is a red flag. Another red flag to watch out for is if your agency jumps right into execution without proper planning. As Jim Rohn puts it, “If you fail to plan then you’ve planned to fail”.

Agencies should strive to treat all clients with equal importance, regardless of project size. But this isn’t always the case.

Beware “Expertise” and lack of Agency Experience

1. Some agencies might lack specialization in certain industries, affecting their ability to deliver targeted results or quality creatives. More importantly, the agency may lack the expertise for the level of work you overall require. It’s important to have a vetting process and have an expert manage the agency vetting on your behalf.
2. Technology, social media, and marketing as a whole is changing at a speed many agencies have trouble keeping up with. As a client, you could suffer from an outdated strategy having you spend money in areas that aren’t aligned with your industry or target clients.
3. Look for agencies with specific experience in your industry, or have a unique style that aligns with your goals, or work with an agency that is willing to invest time in understanding your unique challenges. Continuous learning and adaptation are key for agencies. Marketing is not just marketing and in these times, it requires a very dialed-in approach.

Additional Considerations for Building Brand equity

Referring to the Bespoke Performance Branding engineering model for brands, here are a few other key things to consider when auditing your agency or vetting a creative firm.

1. Is the agency a Cultural Fit? The agency’s culture and working style should align with yours. Brand Culture Misalignment can lead to communication breakdowns, dissatisfaction and more problems down the road when it comes time to implement or review metrics.
2. Don’t buy on service, buy on problem : solution ROI. Is your agency selling you a service or do you both share a Long-term vision when it comes to your brand? When developing an agency relationship, consider building a roadmap that extends no less than 2 years upwards of 3-5. Both parties should view the relationship as a long-term partnership rather than a transactional interaction. This perspective can foster better understanding and results.
3. Feedback is Key. Create proper feedback mechanisms built on respect and progress. Establishing effective feedback channels can help in addressing issues promptly and keeping the project on track. This avoids any bruised egos and mitigates other risks that can damage a brand’s reputation.

“Where do I go from here”? Get an expert.

Whether you’re bringing on experienced marketing consultants who understand branding from a business perspective or you’re hiring someone full-time as your marketing director, it’s important to have a guide who can spot agency red flags and agency green flags.

Navigating the challenges of working with creative agencies and marketing firms requires a proactive and informed approach from businesses.

If you’re still in need of insight on your particular situation, request a complimentary consult with us. We will confidently guide you in the right direction even if it’s not with us so that you find the right fit for your business, team and endeavors.