Joe Koufman talks with Jason Barnard about the tips and tricks of working with marketing agencies.
Brands take on an agency because they are missing capacity or capability. Not enough internal resources, or a lack of skills of the internal workforce. I try to suggest that the brand might simply want an independent, unbiased view,a nd we might consider that as a third reason. But that still falls inside the duo – it’s a question of capability.
Agencies are either generalist or specialist, and brands need to be sure to choose the right type of agency for their needs. Joe digs into the details of both types and what they might be able to bring to the table for a brand.
Now, how to choose the right agency. Firstly identify if your problem is capacity or capability, then identify what you need the agency to do for you, and choose a specialist agency if your need is specific, or a generalist agency if you have a more generalised need.
Then research the agencies, check they are recognised for the services you need (for example, by looking at their Brand SERP or checking guides such as Clutch.co ). Check costs match with your expectations and capacity, create a shortlist of agencies that can satisfy your needs… then choose the agency according to how you feel about the people you will be working with.
In partnership with Wordlift
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