Size doesn’t matter when it comes to agency clients
In an age where integrity is king, how can the modern agency be everything to everyone – no matter the size? David Sawicki explains.
A successful marcomms agency requires a multitude of retained client contracts in order to be sustainable. This requires all the relationship mantras of love; integrity, respect, trust and commitment and communication.
While many a successful brand campaign require the blood of our publicists, the sweat of our executives and tears of the brand in questions’ finance department, the passion and emotion marcomms people develop for the brands we work for is often inevitable.
But is it palpable to said client – large or small?
The trick here is to make sure that the brand is treated appropriately for it’s scale. There is nothing worse than a nimble brand with great opportunity being sucked into big agency process in order for it to have wasted much of the potential marketing budget on head hours and process. Big agencies should not be limited from doing great stuff for small brands and helping them grow, only they need to work differently in order to remain profitable without the write offs and to keep costs down for the brand. The ‘standard’ big agency process fails smaller brands in my experience. Some multi-tasking from a tactical team, targeted insights-driven work, and clever supplier choices should do the trick IMHO.
I love your point about integrity – that’s the bit that matters the most. Put the standard processes aside and do the right thing for the individual brand.