The Broken Agency Search Model: How to Make It Right

In today’s dynamic marketing landscape, finding the right Agency often becomes entangled in the high costs and complexities introduced by traditional Agency searches. At Setup, founded by Joe Koufman, a veteran of fostering pivotal business connections, we are pioneering a transformative approach prioritizing efficiency, transparency, and alignment.

Traditional Agency searches, frequently conducted with the help of search consultants, can involve lengthy and expensive processes. These consultants typically charge significant fees for a three- to five-month process to narrow down a large pool of eligible Agencies to a handful of qualified candidates for the Client to choose from. In contrast, Setup can achieve the same goal of narrowing down to a small group of highly qualified Agencies in as little as a week and at no cost to the Client.

Traditional Agency Searches Are Expensive

A system of gatekeepers marks traditional Agency searches—search consultants who often control the flow of information and access between Brands and Agencies. This role, while intended to streamline the search process, frequently results in the opposite:

• Financial Burden: According to the ANA/4A’s Cost of the Pitch Study, Brands typically invest an average of $400K in Agency searches, with incumbent Agencies spending around $406K to defend accounts.

• Operational Disruption: The same study also revealed that Agencies involved in new business pitches typically incur substantial costs, averaging $204K, with the total cost of the Agency review process potentially exceeding $1 million.

• Quick Turnovers: Despite these investments, nearly 55% of Brands will likely switch Agencies within six months, highlighting a fundamental misalignment in the relationships - a finding underscored by the Setup 2023 Marketing Relationship Survey.

How Setup Overcomes Unnecessary Gatekeeping

Over the past decade, Setup has emerged as a transformative force in the Agency search market. Our execution of the annual Marketing Relationship Survey and establishing connections between over 1,200 Brands and Agencies have redefined the dynamics of Agency-Client matchmaking. We have performed more than 50 comprehensive Agency Assessments, all with the goal of helping each Agency become the best version of itself. Our engagement with thousands of Brand-side marketers and ongoing partnerships with myriad global, national, and regional Agencies underscore our commitment to enhancing these relationships. 

Our wealth of data and institutional knowledge has empowered us to challenge the traditional gatekeeping mechanisms, fundamentally changing how connections are forged and nurtured:

1. Eliminating Cost Barriers: By offering a free In-Network Agency Search, Setup allows Brands to redirect funds typically reserved for search fees back into the Brand’s marketing initiatives, enhancing their projects' ROI.

2. Enhancing Transparency and Trust: We remove traditional gatekeepers, facilitating direct and open interaction between Brands and Agencies. This transparency helps build trust from the beginning and sets the stage for more robust, long-lasting partnerships. Our emphasis on chemistry and adding a personal touch to our search process ensures that the Agencies we introduce are not only capable but also genuinely connect with the Brand team personally and professionally.

3. Simplifying the Search Process: Our streamlined approach makes it easier for Brands to find the right Agency partners, bypassing the usual complications. Our process is designed for efficiency and significantly speeds up the Agency selection timeline. In the 2023 Marketing Relationship Survey, it was found that 84% of Clients find traditional Agency searches to be time-consuming. Additionally, the ANA/4A’s Cost of the Pitch Study revealed that 34% of marketers experience disruptions in their daily tasks, and 28% encounter delays in launching campaigns or new products during incumbent reviews. Our method can connect Brands with their ideal Agencies in as little as a week, allowing them to quickly advance their strategic marketing initiatives.

4. Advocating for Better Alignment: At Setup, we’ve handpicked a network of Agencies that’s not just about who’s who—it’s about who’s best for you. We ensure every match is rooted in capabilities, chemistry, and strategic alignment, all crucial for long-term success. But it doesn’t stop there. We rigorously vet each Agency, diving deep into their track records, work culture, and performance metrics. Plus, we work closely with Brands to fully understand their challenges and desired outcomes. Our process ensures that the Agency connections we make aren’t just capable—they’re aligned with the Brand's business goals and values.

The Role of Setup as a Facilitator

As a facilitator, Setup plays a critical role in:

• Curating Connections: Rather than gatekeeping, we actively curate connections based on deep industry knowledge and understanding of each Brand’s unique needs and each Agency's distinct strengths.

• Driving Industry Change: By demonstrating the success of our model, we encourage both Brands and Agencies to demand more from their relationships, pushing the industry towards more meaningful and effective partnerships.

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At Setup, we believe in the power of connections and the transformative impact of proper facilitation in Agency searches. Our approach challenges the status quo and sets new standards for how Agency-Client relationships should be formed in the modern marketing era. Join us as we continue to lead the charge towards more transparent, cost-effective, and aligned Agency searches, proving that when it comes to finding the right marketing partner, the path doesn’t have to be costly or complex—it needs to be right.