Choosing an agency
Big or small, local or national, every agency of every size is going after every account that pops up on the radar screen. And while a lot of marketing directors might feel that the bigger the agency they hire, the better the work they’ll get well, it’s just not true.
If yours is a small to mid-size account, going with a big shop is most often a big mistake. Sure, they have fancier buildings, bigger names, more executive offices than the White House, and an international reputation. But the truth is, if you’re a small fish, you’re going to get small service. It’s the nature of the beast. Smaller accounts are where branding and marketing companies let their junior players cut their teeth. Be realistic – if you and say, Coca-Cola or the US Post Office needs attention at the same time, are you really going to be the one who gets it?
You should choose a branding and marketing partner based on how well they understand your business, whether they have interesting ideas and if they bring insight to the game. Choose based on how interested they are in helping you achieve your goals, not in how you can help them achieve theirs. Choose on whether you like and trust them, not on how expensive their shoes are. Otherwise, you’ll just be paying for expensive shoes.
Smaller agencies are often the refuge of very smart, talented people who’ve just plain had it with the politics and thick approval layers of the big shops. They’re usually more eager, more flexible, more responsive and quite often, more dedicated to your success than a big agency with a lot of big clients on the roster.
So before you choose, think. Is it important that you have a partner with a big name, or that you have a partner who’s really proud and excited to have your company’s name on their client list? I know which I’d choose.
Tags: branding partner, marketing partner, small agency