Hiring The Wrong Agency Is A Fireable Offense
Joe Koufman, CEO + Founder of Setup, wrote this blog based on his 20+ years working in the marketing industry with both Clients and Agencies.
As marketers, it is clear that finding the right marketing agency to provide additional capacity or capability is crucial to achieving our business goals; however, the process of selecting the perfect agency can be overwhelming and time-consuming. Clients often inherit agency relationships that may no longer be the best fit or have become stale, leading them to consider a change.
When faced with this laborious task, you may ask yourself: Where to begin when looking for a new agency? Or wonder if your team is making the right decision.
Let’s explore some of the major challenges to finding a great marketing agency and how to overcome them.
The Daunting Task of Finding and Selecting a Marketing Agency
Finding and selecting a marketing agency can feel like an uphill battle. The marketing industry is dynamic, and agencies change rapidly, making it difficult to gauge if the ones we previously worked with are still a good fit when we transition to a new company. We are often limited by our network or consumed by our workload and may struggle to explore new options. Asking friends what agencies they like can also lead to a weak pool of options. The selection process can be stressful and time-consuming, often feeling like a full-time job on top of our regular responsibilities.
Past Success Doesn't Guarantee Future Fit
A marketing agency that excelled with a past employer or a friend's company doesn't automatically translate to a perfect fit for the current company. Each business has unique needs, objectives, and target audiences. What worked in one context may be less effective in another. Relying solely on past experiences may lead to a mismatch between the company's requirements and the agency's capabilities and experiences.
The Challenge of Narrowing Down the Pool
The sheer number of potential marketing agencies further complicates the selection process. Narrowing down the options to find the agency that best aligns with your goals demands considerable time, effective communication, and sound decision-making. It's a delicate balance between finding the right expertise, cultural fit, and budget that meets the company's needs.
The Cost of Picking the Wrong Agency
Choosing the wrong marketing agency can be detrimental to a company. It not only costs time, attention, and money, but could even lead to serious consequences, including risking your job. A mismatched agency can result in wasted resources, ineffective campaigns, and missed opportunities.
How Setup Can Help:
Working with a marketing matchmaker like Setup can alleviate the challenges of finding and selecting a marketing agency. Setup acts as an intermediary between companies and marketing agencies, streamlining the process and making it more efficient and effective.
Setup provides the following benefits:
Extensive Network: Setup has a diverse network of marketing agencies, allowing us to explore a wide range of options with vast experiences. This ensures we consider agencies that align with your current company's unique needs and objectives.
Industry Expertise: Setup understands the marketing landscape and can match you with agencies with proven expertise in your industry or niche. This ensures you work with professionals who understand your specific challenges and can provide effective, data-informed, and innovative solutions.
Customized Matching Process: Setup takes the time to understand your company's goals, values, and budget to make tailored agency recommendations. This helps you navigate the selection process by presenting agencies that are the best fit for your needs.
Time-Saving and Efficient: By acting as a marketing matchmaker, Setup saves you valuable time and effort. Instead of spending countless hours researching and vetting agencies after a need arises, Setup vets agencies up front to understand what they do best. Then you are provided with a curated list of potential partners.
Selecting the right marketing agency is a critical decision that can significantly impact your company's success. The challenges of this process can be overwhelming, but with the help of a marketing matchmaker like Setup, you can find an agency that perfectly fits your needs and goals. By partnering with Setup, you can avoid the pitfalls of choosing the wrong agency and unlock the full potential of our marketing efforts - and ultimately keep from getting fired for making a bad agency selection decision. Interested? Shoot us a message or explore more of what we do here.
An effective performance appraisal process for your advertising agency partners is essential to ensuring a long-term fit for your business’ marketing goals. When designing these scorecards, AgencySparks partnered with major brands - combining their actual scorecards/corporate policies for both selection and evaluation with our extensive experience working within the agency-client relationship - to create the most comprehensive marketing agency scorecard template.