Cundari’s Andrew Simon.
2015 is now in full swing, and with it, the promise of new beginnings. While many of us head to the gym for our first and final visit of the year, many marketers will be turning over a new leaf in their agency relationship.
And who can blame them? These days, CMOs are being shuffled in and out of jobs at an alarming rate and feel increased pressure to make their mark. Agency service levels have suffered as financial pressures have led many to trim staff and stretch account people over multiple accounts. And with more and more specialist agencies navigating into holistic problem-solving waters, there are many more folks pitching potential clients on their greener pastures.
So let’s say you just happen to be one of these marketers contemplating a review. If I may be so bold, I offer you this advice: the most important factor for determining the right agency for your business is cultural fit.
What about quality of work, shouldn’t that take precedence? Here’s the reality of the situation – there is more than one agency in Canada who has the ability to do great work for you. You may be surprised to see these words coming from the competitive CCO of an agency, but fact is fact. There are numerous talented business builders, strategic thinkers, and creative people in Canada. But most of them aren’t right for you because they will struggle to harness their vast abilities for the benefit of your business. You know who will? The agency that feels like a natural extension of your company’s culture and philosophy and clearly demonstrates the passion to take your business to new heights.
Yes, case studies help you see just what an agency is made of, even if you’re not actually sure if the people who did the work will be working on your account (or are still at the agency.) And spec work can certainly be an effective means of seeing which agency steps up to the challenge. But if you go down that path, it’s important to recognize that many agencies are pulling a Cyrano, fronting the work of freelance talent brought in specifically to win the pitch. These hired guns are no closer to working at the agency than you are.
For the same reason that many marriages dissolve soon after they’re consummated, fit is crucially important. Once the initial glow of the pitch process is over, you have to live with these people day after day, in brand sickness and in health. A strong relationship is worth its weight in gold Lions.
So if you decide to put your business up for review, take the time with your top two or three agency considerations. Really get to know them. Talk to some of their other clients to learn what it’s really like to work with them. Ultimately make sure that they’re right for you and you’re right for them.
If you follow my advice and put cultural fit at the top of your consideration list, my guess is you’ll avoid the frustrations that led you to want to find a new agency in the first place.
