Why finding the right agency partner has to be more than swiping right

Finding the right match with an agency is a lot like dating. Or, maybe it’s more like dating used to be. The pressure of the first date (the pitch), the chemistry check – wait, are we right for each other? And a lot of work to build trust in the relationship over time. In other words, the right fit takes time to get right but once found it can create magic. But today few brands, or their agencies, have that luxury. Speed to market is critical for most companies. Consumers are hard to reach in a digital media world that changes at light speed. And marketing has become more about data analytics than dynamic creative, it seems. In a world where so many people now find connections by swiping right on their phones, the same need for speed has come to the agency search process. GenAI research into which firms to interview, Zoom interviews and procurement departments with tight criteria checklists have changed the way many companies find an agency. And sometimes, as in the public sector, an agency can simply be selected based on the number of boxes they check on a scorecard. There’s nothing wrong with any of these tools to speed search but finding an agency versus finding the right agency is a very different thing. When it comes to creating a lasting bond between marketer and agency, there’s a real argument for taking it slow. Here it is.

It’s more than connection – understanding each other takes time

There are 32 million registered businesses in the United States - the vast majority of which advertise - and 120,000+ ad, web, digital, social, marketing and other agencies. So In theory the odds are good for both marketers and agencies to find a partner that can become a good fit in terms of understanding each other, sharing values and culture as well as the other nuances that make partnerships work. But?recent history is littered with examples of agencies that made major missteps in understanding brand values. In 2017 alone two separate divisions of Ogilvy missed the mark very publicly. First with Dove in an ad that showed a black woman removing her shirt to reveal a white woman underneath. And second with Burger King and their “Women Belong in the Kitchen” campaign intended to promote culinary opportunities for women. A disconnect like these on values doesn’t have to be an ad or campaign either. RGA’s reported mishandling of press intended to explain United Airlines forcibly removing a passenger from an overbooked flight turned into a hot button issue. In short, if you’re building a successful relationship for the long term, you have to do it in lock step, understanding who your partner is, how they think and how they want to be perceived by the world.

Hire us because we’re smart, keep us because you like us

There can be instant attraction between marketer and agency but building a successful relationship has to be more than love at first sight. When you’re looking for the right fit you must consider both initial appeal as well as the ability to develop long term rapport. By all means choose an agency partner for proven skills like creativity and strategic thinking or unmatched media strategy and buying capabilities. In other words the thing that makes the agency who they are. But beware of false promises here. An agency can hide failings or flaws behind its “proprietary tool” or “new methodology” that can overshadow a genuine relationship. Sometimes these can be little more than smoke and mirrors.

To succeed over time the relationship must become more than transactional. Open communication between each party, transparency and trust as well as mutual respect should all be on the checklist for brands as they integrate with their agency team and get to work. After all, when both parties enjoy working together, it fosters a more collaborative and productive environment. Think about these four things when you’re looking for compatibility:

Culture Fit: Does your agency understand your brand culture and values so that they’re more likely to build a strong, lasting partnership? Compatibility in working styles and values leads to a more cohesive and enjoyable working relationship.

Work style: Does your partner listen, are they responsive, and do they show a genuine interest in a positive experience and your success? Agencies that “get it” and are easy to work help the relationship to weather the inevitable storms as time goes by.

Competence: Look at your agency’s portfolio, case studies, and client testimonials to make sure they have the chops for the kind of work you envision for your brand at a budget similar to yours.

Values: ?What’s your agency’s company culture, and how well do they align with your brand values and working preferences? There has to be a close fit.

Work together to get beyond the honeymoon phase

Fun fact. The idea of the honeymoon dates back to the fifth century in Europe when newlyweds were presented with a month’s worth of honey mead. Today that translates to the sweet early stages of any relationship when partners look for the positives and ignore the issues, quirks and irritations that invariably happen. In agency marketer relationships that period can be anywhere from six months to a couple of years – but it’s definitely coming. And both marketers and agencies need to prepare to ensure a long, successful partnership:

·? Annual review: many agencies dislike the time, resources and commitment the annual review by a client demands, but to strengthen the bond, and identify any issues, there isn’t a better step to take. Examine not just hard performance metrics from campaigns and creative, but the softer measures too. Does the partnership feel right? Is the agency responsive and adaptable to change? Is there a strong foundation for exceptional work going forward?? Is the right team on the account?

·? Open conversation: if something isn’t working someone needs to speak up. Chances are it can be corrected with a process change and neither brand nor agency then throws away the time invested in the relationship to date.

·? Plan the future together: too many marketers and their firms look just 12-months ahead. The better agency partners also work on a long term vision together. Where will the business be in five or ten years? How can advertising, digital media, creative and campaign executions deliver on long range business goals????

?What’s the take away from all of this? Simply this. From the early stages of discovery to the nurturing of a true partnership, all relationships take work and that work takes time. Certainly more than any snap decision in a swipe-right moment.