by Andrew Brand (@99cbrand) As any agency owner will tell you, we are faced with constant challenges as a result of an ever-changing industry landscape. Media is in a state of constant flux. Budgets are tighter. Clients demand more for less. To add to these, you need to have an innate familiarity with the nexus between what your clients want and what they need.
Over the years, we have seen the rise of in-house teams or specialist agencies built to service clients’ needs. In many instances — and on paper — they make a lot of sense, but I am a firm believer in the truly integrated agency model. I may be biased but I believe there are three main reasons that full-service, integrated agencies are better.
Three main reasons
First, clients are more time-starved than ever before, so often can’t afford to manage multiple relationships and co-ordinate marketing campaigns across multiple channels with complex partner arrangements. Secondly, agencies that are able to manage multiple channels have a greater chance of creating truly integrated campaigns that live across all consumer touchpoints. Lastly, economies of scale may result in significant time- and cost-reductions for the client.
A specialist, by definition, should be able to offer services and experience difficult to find elsewhere. You’d expect a heart surgeon to be better-placed to perform open-heart surgery than a GP. However, I maintain that most of the so-called “specialist” digital positions, for instance, are actually not as specialised as they are made out to be. Unfortunately, many capitalise upon a client’s lack of knowledge or understanding in their arena.
For now, technical expertise is where one may make a strong case for real specialists.
However, the majority of creative output doesn’t rely upon highly specialised skills, and is much more strategically focused. Thus specialists may be brought on board for more technical requirements when specifically required.
None of this matters
Ultimately, none of this matters if agencies aren’t putting the needs of their clients at the heart of their business. Agencies — integrated or specialist, niche or mainstream — exist only because we’re able to do work that isn’t core to a client’s business. As soon as agencies don’t deliver value, they become dispensable. And when agency and client don’t have shared values, trust and belief in one another, then it’s only a matter of time before the relationship sours — no matter what technical capability the agency offers.
As specialist skills become more mainstream, agencies will adapt and bring those skills to bear within their growing scope of services. It’s simple mathematics and economics.
After all, if I had a medical problem I’d rather see my trusted GP first, knowing that if she were unable to diagnose or fix my problem she’d be best-placed to refer me to someone who could. Having a heart surgeon on retainer doesn’t make sense when you have a migraine or a cold.
With over 20 years of industry experience, Andrew Brand (@99cbrand) is the managing director and co-founder of Ninety9cents (99c), a full-service, integrated advertising agency located in Cape Town with a newly opened branch in Zambia. Andrew began his career at BBDO Cape Town, working his way through the ranks from art director to creative director and, ultimately, to head of retail. He left BBDO in 2008 to start 99c together with long-time mentor, Lewin de Villiers.
“Motive” is a by-invitation-only column on MarkLives.com. Contributors are picked by the editors but generally don’t form part of our regular columnist lineup, unless the topic is off-column.
— Sign up now for the MarkLives email newsletter every Monday and Thursday, now including headlines from the Ramify.biz company newsroom service!
Well said!