If you’ve ever conducted an agency review or switched agencies, you know that the process is expensive, time-consuming and emotionally draining. A comprehensive search, whether led by marketing, procurement or an outside consultant, can take as little as 90 days or as long seven or eight months and requires as much planning as it does execution (if not more).
It’s tempting to cast a wide net to see what’s out there and build the vision as you go. But window-shopping can be a waste of your and the participating agencies’ time. At a minimum, define the type of business problems you’re trying to solve, the range of services your brand needs and how you’d like to interact with your agency partner(s).
Then it’s time to think about the type of agency model that best aligns with your needs.
What Type of Agency is Best?
While one agency model makes sense for one client, it may not make sense for you. And one agency may accomplish great things for some brands, but it may flounder with yours.
There are advantages and disadvantages to every type of agency model. And there are varied and conflicting theories on whether to work with one agency or a roster of specialty agencies, to hire ag only or broad industry experience, or to hire independent or holding-company firms. As you’re charting your agency search strategy, here are some things to consider when evaluating different agency models.
Agency searches can become fatiguing for all parties if you invite too many agencies and too many types of agencies to the review. And searches can lead to disappointing, expensive outcomes if you and your team have not defined, prioritized and agreed upon your needs and vision for your new agency partner(s). To ensure the best results and get your new relationship started off on the best foot, plan, prioritize, then search.