Would you change agencies ?
For the last 10 years, more and more clients have been shopping around for the right Communication Agency. A little design here, some promotion over there, community management on the side, and once in a blue moon they change providers and start all over again. Ok, so we’re exaggerating a little, but as a Communication Agency ourselves, this new trend has us scratching our heads. What is the endgame for companies who use this method?
Shouldn’t a marketing strategy aim to have coherent campaigns, to harmonize the brand image throughout all media outlets, to optimize all communications as a means to push the company forward? This is usually achieved step-by-step, analysing the results of each new move so that the next one can be more efficient and effective.
Short term relationships
More often than not, at the start of a collaboration, a company and an agency must get to know each other. This doesn’t happen in a day. It’s a little like the beginning of a new couple, you learn what your partner likes, his/her goals, what he/she doesn’t like. After a little time, you understand each other; working together becomes intuitive and creating and following up on projects is easy!
So on the flip-side, frequently changing partners means you’re constantly in the introduction stage of the relationship. Between a company and its Communication Agency, it’s the same thing. A successful long term collaboration is the result of time and financial investment, with results that mirror this.
Yes, sometimes there’s tension as well. But after all, you need to argue and communicate, to get it all out, so that you can reboot your creativity and morale, and launch new ideas… Just like in any good relationship.
It’s all a matter of common sense. So before being charmed by the next new agency that comes along (even if it’s us), it might be useful to think over a few things : Your current partner knows the work you do and your strategies. Finding and briefing a new agency requires time, energy, resources and a new budget. To avoid losing your brand image, you’ll need to organize a flow of information between old and new agencies. Any new agency will take time to learn your identity guidelines, and you might see your image go through some ups and downs as a result.
Right out of the gate, a new agency won’t be as efficient as your old one, while they get to know you and your work. A good strategy is planned over time, and the best partnerships rest on solid foundations. It’s likely that the different service providers you currently work with, actual work together themselves. Everything is easier, and projects can be published seamlessly. In the end, from a client company’s point of view, or an agency’s point of view, really knowing who you’re working with is still a great way to be efficient and profitable over time. If a change needs to happen, give yourself the time to weigh the pros and cons, between the long term relationship you’ve already established, and the new ones you might create.