The Value an Agency Can Bring

Big agency and client relationship changes are taking place in the current advertising landscape. Some of the biggest changes I see happening now are more integration between the agencies in terms of projects and data synchronizations. More and more projects and initiatives require integration of one agency into another. Companies need to be efficient and spend smart so these projects overlapping into various areas of marketing business needs in both internal and external coordination.

Agencies are always evolving and expanding their skill sets. Top of the line agencies must remember their original focus, what makes them stand apart from others and retain those core foundations of their business. These agency partners have to really remain current with technological advances happening in the marketplace and understanding how these advances impact business.

In my experience, it is expected that agency partners understand the brand’s business and how marketing technology can have a positive impact on it. Agencies are looked at to provide points of view on emerging trends and help steer brands towards the ones that should be investigated. No one in today’s marketplace can afford to chase every new shiny thing. It is imperative to pick and choose wisely where to invest time and budget.

Ad agencies must lend a lens of focus to what is most important to a brand; which trends should be paid attention to and which ones should be ignored. That is part of the value of hiring an outside agency.

Read more about agency trends here: https://hbr.org/2013/03/what-the-marketing-agency-of-th