Tip 5 - Advice for agencies looking for an edge - A clients perspective

Advice






While it might be tempting to take on a client's entire business, there's no way one agency can do everything well. 

Brands marketers have a way of sorting things out. It doesn't take long to see through the full service makeup that agencies put on these days. Many excellent botique firms tend to lose sight of what they are best at in a quest to be bigger... but not better. Too many agencies, in trying to be all things to all marketers, are getting bogged down and doing a disservice to themselves and their clients. 

5. There’s no such thing as full service. Just like major department stores have felt pressure from specialty retailers who line mall corridors between the giant anchor tenants, so have full-service agencies. They feel the pressure from boutique service providers in the marketing world.

Fragmentation and specialization is a reality and it’s a strategic advantage to the client who masters the skill required to hire and manage the boutiques. I’m wary of large firms who hang a “we do it all” banner above their door. I simply don’t believe that a single firm can be the best at everything. For that matter, who can?

Agencies need to remember their roots and rediscover their core competencies. Focus on your strengths and know your weaknesses. For example, some great creative shops have bolstered their offerings by adding media management, public relations, event management and direct marketing. If that wasn’t enough, now they‘re attempting social engagement in the online and offline space. By trying to do it all, and scoop up all the money that’s on the table, full service agencies easily can become viewed as mediocre and greedy.

I subscribe to a different philosophy—one that has served me well for nearly three decades. I choose to hire the best of each discipline for the marketing services we require. At PEMCO, we currently work on an on-going basis with individual firms that focus on consumer research, brand development and creative, media buying, public relations, graphic design, direct mail management, social engagement strategy and social media implementation. I suppose it might be easier to put it all under one roof, but I’m confident it wouldn’t be as beneficial.


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.
  • 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.
  • Lynntte Wellock
    Nov. 9, 2020
    I"m Lynnette Wellock from England, i want to use this opportunity to thank the Great DR JB for helping me to get my husband back to me, i have been in pains for 5 years until the day i find DR JB contacts online, i contacted him immediately, he told me what i need to do for him to help me get my husband back and i did everything he said. He cast a love spell for me and told me to wait for 24 hours, my husband will call to apologize to me and according to DR JB in 12 hours, my husband really called me and started apologizing for all the pains he has caused me. I am the happiest woman on earth today because [DR JB] has done a wonderful love spell that brings back my joy, my life is full of joy and I will continue to share this testimony. If you know you are encountering the same situation, feel free to contact him via this email address unlimitedlovespellcast@gmail.com unlimitedlovespellcast@yahoo.com WhatsApp him +1‪(415) 286-5884‬ Good Luck.
  • Patricia Belyea
    Jan. 30, 2012
    Well, of course, I like your approach Rod because our firm gets to be one of your chosen! Our boutique studio could never offer PEMCO full-service but we do have creative services like none other. THANKS.
  • Imelda Dulcich
    Jan. 30, 2012
    This is so true Rod. I'm a big believer in going to the expert in a field - and having confidence that that person or firm will do the best job in that particular area. I'm wary of businesses which attempt to bolster their business by adding on additional areas in which they've dabbled. There is nothing wrong in being great in a particular area - and nodding your head or waving your hand to another individual or group to bring them in on a project. Great post.

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