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Developing Agency Solutions to Increasingly Complex Marketing Requirements
| Guest post by: Darren Woolley |
Article Overview: It was not that long ago that for marketers the right agency solutions were very simple. For most mainstream marketers and advertisers this was a case of appointing a “full service” agency who could handle all aspects of the advertising mix – media and creative above the line and all other services below the line.
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Free Download - The Important Distinctions Between Relationship, Collaboration and Performance Benchmarking By Darren Woolley |
Developing Agency Solutions to Increasingly Complex Marketing Requirements
It was not
that long ago that for marketers the right agency solutions were very simple.
For most mainstream marketers and advertisers this was a case of appointing a
“full service” agency who could handle all aspects of the advertising mix –
media and creative above the line and all other services below the line.
But marketing
has become much more complex with more media channels than ever before and an
audience that is increasingly more difficult to engage. Along with this complexity
comes even more complex agency solutions.
In fact,
today, one of the most pressing issues for marketers is how to structure the
agency roster. The ideal agency solution delivers the right number and type of
suppliers to deliver the marketing strategy as efficiently and effective as
possible.
Too few
agencies, especially of the specialist technology type, and the quality of the
strategic and implementation outputs are compromised.
Too many
agencies and you are effectively wasting money with the duplication of effort,
increased management resources and the loss of economy of scale.
Looking at
the various agency solutions and the structures that underpin these there are
two extremes available to marketers today and an array of versions in between.
On the one
hand you have the convenience of the single vendor and the other is a “best of
breed” model where the advertiser appoints a specialist agency to deliver each
of their needs.
But no one solution is right for all marketers and
advertisers. The choice of which solution depends on the strategic needs of the
marketer and their brand.
The single
vendor model, while incredibly convenient, is only sustainable for relatively
small marketing budgets or very focused channel strategies, and even then you
will often find that it is difficult to find a single vendor that can provide a
level of expertise across the range of services required without significant
compromise.
Most
advertisers will still split media from creative finding themselves with two
agencies to manage. In the cases where the marketer has a single agency
solution it is because their media spend is invariably small enough not to
warrant a specialist media supplier or their creative / content needs are
insignificant enough, such as adapting overseas content, that the media agency
has the resources to provide this service.
At the other
extreme is the best of breed agency solution where for each of the strategic
communications requirements the marketer appoints one of more agencies to
provide that service based on their level of expertise. While this delivers a
high level of strategic input and creative output the cost is in the level of
resource time required to manage the various relationships and ensure the
alignment of each agency to the brand objectives.
There is an
infinite array of solutions between these extremes and we often see marketers
flip-flopping between the two agency solutions rather than taking a strategic
approach to the ideal model for their needs. Ultimately the ideal solution is
the one that delivers the short to medium term strategic requirements of the
marketing strategy.
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About the Author: Darren Woolley RSS for Darren's articles - Visit Darren's website During his 15 years as a writer and Creative Director, Darren developed brand and business communication strategies for a broad range of organisations. He was Creative Director at J Walter Thompson and President of the Melbourne Art Directors' Club for two consecutive terms. In 2000, Darren founded TrinityP3, Asia Pacific's leading strategic marketing consulting company with an international network of more than 30 industry professionals helping people to achieve commercial purpose through creative process. What that means is he leverages his extensive knowledge of the marketing and advertising industry, to help advertisers achieve maximum value from their budget by providing cost benchmarks, industry best practice knowledge, training and independent third party advice on agency selection and remuneration, media planning and buying, digital, direct and interactive marketing, TV and print production and public relations. Now a decade on, TrinityP3 is at the leading edge of decision making in the marketing and advertising industry that spent over $200 billion in 2009 and their client base includes more than 50 of the world's top 100 advertisers, with offices in Hong Kong, Singapore, Sydney, Melbourne, London and Wellington. With his background as both scientist and Creative Director, Darren brings a unique sense of process combined with creative purpose to his work. He has regularly been named in Australia's AdNews Power 50: The Most Powerful People in Advertising since 2005 and is a regular industry commentator contributing to numerous trade magazines. Click here to visit Darren's website   The Important Distinctions Between Relationship Collaboration and Performance Benchmarking Increased Marketing Efficiency Can Be Delivered Through Regular Process Benchmarking Selecting the Top Advertising Agency for your Business Depends on the Metrics you Measure Developing Agency Solutions to Increasingly Complex Marketing Requirements Increasing Marketing Supplier Performance Through Business Strategy Alignment |
Related Forum Posts
Re: Website Name Help
- Its good that you have come up with the idea of setting up a website for your business. Now As it is into Business Solutions, I would recommend that you also include this into the name of the website. This will help you getting better results as far as SEO is concerned. You can start building a brand with this name. As you have already got the name booked, you can try changing it to something on the lines of Business Solutions as in azimabusiness or azimabusinesssolutions. Its a long name but still is good from the SEO point.
Help me name my moms business
- I think Infinity Cleaning Services sounds better than Elite Cleaning Solutions... Why the Solutions? What is there to be solved? You simply get a rag with some Windex on it and wipe away.... plug the vacuum and Vac Away, get a mop and mop away.
Stick to Infinity Cleaning Services... ICS sounds cool...
niche forum categories
- I think Kevin just touched on the point that I was going make... and that is developing 'categories' that stick. Sales and Marketing may be too broad for example. However I can almost guarantee you that you would see many more sign-ups if you tailored a category to 'internet marketing' for newbies. I've seen this work on other forums, however, [i:1i903wkn]it can get a little frantic[/i:1i903wkn]...
Fine tuning the categories, or expanding the scope should be effective. I think a lot of IM folks are surfing right on by because they're not finding what they're looking for here...
Just a few thoughts:
Better Blogging
Developing Info Products
Internet Marketing
Presentation Skills
More How to's
Another point is... a lot of people don't know that they can benefit from participating in forums. The signature links to their site - if they have one - can / should be motivation enough to get more involved. The more internet savvy members that have signatures seem to stick around more... Don't you think?
Re: What is your Business?
- We are running a Online Marketing Firm and we have some good clients to which we are offering a complete Digital Marketing strategy like Search, Mobile Marketing, Branding and Design. I think in Online Marketing company online presence can be a wining factor for the success of the company.
Re: Let’s talk about the ways of marketing your products, servic
- I agree with some of the others who responded it depends on what your selling... but to answer your questions here are some of the methods I use.
Forum Marketing
Yahoo Answers (I need to use more of)
SEO (Search Engine Optimization)
Bum Marketing or Article marketing
P-P-C (Pay Per Click) Marketing
Online Directories
Hope this helps.
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