Thoughts of the ideal agency

advert love

There are five definitions of the word “ideal” in the online dictionary accessed by my browser. Near the top of the list was the definition that I expected: “A standard of perfection or excellence.”

This, I thought, was how agency principals most likely view their firms. But what comes to mind when clients think of the ideal agency? Definition number five was one that we’d probably be drawn to:: “Something that exists only in the imagination: To achieve the ideal is almost hopeless.” It took a few minutes for the grin to leave my face.

I’ve been a brand-based marketer for the last 33 years of my career. There’s seldom been a time, since 1980, when an agency partner wasn’t part of the equation—some more capable and better than others. Here are the standards I seek in the “ideal agency”—the one that may only exist in my imagination!

1. Consistency of quality. The people assigned to work on the account would be every bit as talented and capable as the people who pitch to win the business. The absence of this is why my focus has been on hiring firms that are able to make the commitment that the agency principals will be highly engaged with our relationship and deliverables.

2. Informed and aware. The ideal agency is one that makes it their business to understand ours—observant, engaged and in motion. The brand is everything to us and we want it to be the same for you. Not just during occasional surges, but on an ongoing basis.

Learn our industry. Purchase our products. Experience our service. Understand our challenges. The ideal agency knows our direction and proactively informs our decisions. As the client learns and stretches into new dimensions and opportunities, so should its agency partners. To do anything less will leave your agency behind, basking in yesterday’s success.

3. Know what you’re great at. Focus is a very good thing. Agency leaders need to remember their roots and rediscover their core competencies. By focusing on your strengths, you’ll consistently be able to bring value to the table. Trying to be all things to all clients is the kiss of death. It won’t serve the agency and it certainly doesn’t serve the client. There’s no such thing as a full-service agency. Unless mediocrity is what you consider ideal.

4. Treat our money like it was your money. How much agency cash goes out the door to market the agency brand? Generally speaking, not much! So why is it so easy to create proposals and invoices that stretch budgets, incur exorbitant costs and mark up operating expenses? Ideally, an agency partner understands the meaning and importance of resource constraints and still is able to bring breakthrough thinking and deliverables to the table.

5. Trust and loyalty matter. Ideal agency partners would trust and respect their clients. Trust that the client is in touch with its brands, its industry and knows what’s worked and what hasn’t. Respect that the client understands what will resonate with the internal culture and employees who live the brand from the inside out.

In summary, the ideal agency is one whose talent pool is skilled and passionate from top to bottom, stays focused on the work they do best and collaborates exceptionally well, without concern for who gets the credit. Most important of all, the ideal agency trusts and respects the decisions of the brand and wouldn’t think of “cheating” on that relationship by courting bigger, richer clients at the first opportunity.

Add A New Comment

  • Brittany Seiber
    May. 15, 2021

     
     A friend that suffered from Herpes and was cure with the help of this great herbal doctor Chief Lucky so i decided to contact him for help in getting rid of my families genital herpes virus 1/2 which i did and all i was told to provide was just some useful information and some materials used in preparation of the natural cure and that i did and now i am the happiest person on earth because i am writing this testimony of mine with joy and happiness in my heart to the whole world to know that natural remedy is real because i am a living testimony of Chief Lucky traditional herbal cure and i want you all to contact Chief Lucky via his email: chiefdrlucky@gmail.com or WhatsApp him +2348132777335 am sure he will help you too.
  • Sophia Lucas
    Jan. 7, 2021
    How I Got My Ex Husband Back. Am so excited, All Thanks goes to Dr Prince i was married to my husband, and we were living fine and happy. it come to an extend that my husband that use to love and care for me, doesn't have my time again, until i fined at that he was having an affair with another woman, I tried to stop him all my effort was in-vain suddenly he divorce me and went for the woman. he live me with two of our kids, I cried all day, I was in pains, sorrow and looking for help. I read a comment on how Dr Prince helped a lady to brought her husband back, after 2yrs , He helped people with his Magic spell love and reuniting spell. so I decided to contact him and explain my problems to him, he did a love spell that made my husband to come back to me and never think of the woman. this man is God sent to restore heart break and reunite relationship. may the lord be your strength and continue to use you to save people relationship and any problems contact him for help on princemagicspell@yahoo.com You can also contact him through his WhatsApp +19492293867. Contact him now for love spell to bring back your ex lover he is the best spell caster and he is the best solution to all relationship problems…
  • Sophia Lucas
    Jan. 7, 2021
    How I Got My Ex Husband Back. Am so excited, All Thanks goes to Dr Prince i was married to my husband, and we were living fine and happy. it come to an extend that my husband that use to love and care for me, doesn't have my time again, until i fined at that he was having an affair with another woman, I tried to stop him all my effort was in-vain suddenly he divorce me and went for the woman. he live me with two of our kids, I cried all day, I was in pains, sorrow and looking for help. I read a comment on how Dr Prince helped a lady to brought her husband back, after 2yrs , He helped people with his Magic spell love and reuniting spell. so I decided to contact him and explain my problems to him, he did a love spell that made my husband to come back to me and never think of the woman. this man is God sent to restore heart break and reunite relationship. may the lord be your strength and continue to use you to save people relationship and any problems contact him for help on princemagicspell@yahoo.com You can also contact him through his WhatsApp +19492293867. Contact him now for love spell to bring back your ex lover he is the best spell caster and he is the best solution to all relationship problems…
  • LIZZY ROBERT
    Nov. 28, 2020
      
    I am here to share the wonderful work Dr. Jumba did for me. After 7 years in marriage with my husband with 2 kids, my husband started acting weird and going out with other ladies and showed me cold love, on several occasions he threatens to divorce me if I dare question him about his affair with other ladies, I was totally devastated and confused until a old friend of mine told me about a spell caster on the internet called Dr. Jumba who help people with relationship and marriage problem by the powers of love spells, at first I doubted if such thing ever exists but decided to give it a try, when I contact him, he helped me cast a love spell and within 48hours my husband came back to me and started apologizing, now he has stopped going out with other ladies and his with me for good and for real. Contact this great love spell caster for your relationship or marriage problem to be solved today via email: wiccalovespelltools@gmail.com or text him on WhatsApp messenger:  +19085174108
  • Isabella Lucas
    Nov. 26, 2020
    My ex-husband and I had always managed to stay friendly after our divorce in February 2017. But I always wanted to get back together with him, All it took was a visit to this spell casters website last December, because my dream was to start a new year with my husband, and live happily with him.. This spell caster requested a specific love spell for me and my husband, and I accepted it. And this powerful spell caster began to work his magic. And 48 hours after this spell caster worked for me, my husband called me back for us to be together again, and he was remorseful for all his wrong deeds. My spell is working because guess what: My “husband” is back and we are making preparations on how to go to court and withdraw our divorce papers ASAP. This is nothing short of a miracle. Thank you Dr Emu for your powerful spells. Words are not enough. here is his Email: emutemple@gmail.com or call/text him on his WhatsApp +2347012841542

    He is also able to cast spell like 1: Lottery 2: Conceive 3: Breakup 4: Divorce 5: Cure for all kinds of diseases and viruses.
  • Antsy
    Jul. 21, 2020
    Spells trusted 100% Real Spell Caster to help you get your ex lover as well as reunion spell with 24 hours instant result. 
        Email address is odungaspelltemple@gmail.com WhatsApp number is+2348167519012
      Reach Dr Odunga at his mobile number at +2348167159012 to get instant and immediate results with love spells and infertility spells, lottery spells winning numbers, Cure for Herpes, HIV, Cancer and Promotion in your office.

     He is more than 100% trusted and reliable
      N.B 100% Money back guarantee


      Cancer, can be treated and cured permanently but only few believe it,, but I was among those who never believed it until doctor herbal cured me of Cancer, I had Cancer for two years and it was eating me one day I found a testimony of someone testifying to the great work of Dr Odunga who cured him of Cancer, I was thinking since this man can cure Cancer then . must be able to cure my Cancer too and to my greatest surprise he really cured me of Cancer, I only message him on his email ( odungaspelltemple@gmail.com ) and he replied me and we discussed then he sent me the medicine and today am Cancer free... All thanks to you Dr Odunga the herbalist.. Thank you. Contact Dr Odunga for any help
  • Aisha Kun
    Mar. 10, 2020
    Great Mother is Real... I am Aisha Kun and i want to testify about Great Mother how she cured me of hiv aids. I was diagnosed of this disease some time ago and i was worried. when i was searching the internet looking for a cure, i came across some testimonies of Great Mother how she has helped a lot of people and i decided to contact her on her info and explained to her. She laughed and told me that she will help me and i was surprised. She sent me the cure and it was a spiritual holy oil and water which is more than a medicine. She directed me on how to take it and i did. I took the cure for 3 weeks and i went to the doctor for check up and to my greatest surprise the disease was no longer in my system. I am so glad and i want to thank Great Mother for helping me. Contact her now on her email:  Greatmotherofsolutiontemple1@yahoo.com  you can also reach her on her whatsapp number  +17025514367. You can also check her out on her blog page on:  Greatmotherofpowers.blogspot.com   If you have any disease, she can help you. Contact her now
  • Nic Wildeman
    Jan. 17, 2014
    Well writ!

The Fine Print

Rod Brooks (that's me) is VP & CMO of PEMCO Mutual Insurance Company and serves as Immediate Past Chair of the Board of Directors for the Word of Mouth Marketing Association (WOMMA).  It's important to disclose both of those relationships and to be clear that this is my personal blog where I share thoughts and opinions that are solely my own.  Contact me!

blog categories

latest tweets

stay in touch