Tuesday, August 26, 2014
There was a time when industry or category experience was a must in an agency search process. For example, if you were a bank, you would prioritize finding an agency with bank experience. Today, that school of thought is changing. While industry experience can still be important, depending on a client's business challenges and objectives, it is sometimes smarter to look outside of your category.
In some cases, clients feel that industry experience can lead to a sea of sameness within creative executions. There is also the fear that an agency may not be able to provide a fresh perspective on their business.
Our suggestion is for clients to look for agencies that have solved a similar business challenge, like a global rebranding effort. Or, to pinpoint agencies that have experience with your audience, such as, small businesses owners. This background can be just as beneficial as industry knowledge, as the agency can provide insight through a wider lens. Most clients see the value in an agency with a diverse set of accounts and a range of expertise.
The exception to this rule tends to be clients that operate in a highly regulated industry or clients providing a highly complex product. In these instances, when an agency has experience working within the same category, the client can spend less time on-boarding and explaining the intricacies of their business.
AdAge had a piece last week that espoused the benefits of looking for agencies outside your category, specifically for digital marketers. Take a look and let us know your thoughts in the comments below.
Tuesday, August 12, 2014
Beauty in advertising. Robin Williams. RIP.
Tuesday, August 05, 2014
Every summer, the Pile and Company crew heads down to the coastal town of Mattapoisett, MA for a day of fun in the sun. This year's outing did not disappoint with friendly games of cornhole, dock jumping, and every New Englander's favorite - a clambake!
Thursday, July 24, 2014
What makes a "smart" marketing campaign? According to Warc, it's marketing that makes a difference, driving business performance or changing consumer behavior.
Each year, Warc ranks the world's best campaigns based on performance in effectiveness and strategy competitions. The 2014 list is now available.
Check out the Warc 100 and see who made the cut.
Do you agree? Any marketers missing from the list?
Thursday, July 17, 2014
In case you missed it, Ad Age has a great article this week on how internal and external agencies can foster collaboration, particularly as the roles of both entities evolve and blur. And the article's tips are very much in line with what our division, the In-House Agency Forum (IHAF), is all about.
IHAF is an association for in-house agencies, but also offers membership to external agencies looking to collaborate (rather than compete) with internal teams. As IHAF members, agencies stay informed on in-house trends and topics, as well as, gain access to tools and insights that promote internal/external partnerships.
So, if you are an external agency or work with one, check out www.ihaforum.org or call Kate O'Callaghan at 617.587.3901 for more info.