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Jun 9, 2020

Trends in choosing an agency

Standard when choosing an agency

Standard when choosing an agency

The choice of a communications marketing agency has always been decided without ever having a single or correct path or standard. The consensus was that there was no standard. But in recent times there have been several things and events that have led to the establishment that there may even be a pattern. Or more correctly, there is not only one, but rather various patterns, which develop simultaneously.

First of all, the main global communication companies have been breaking their internal barriers and placing their marketing services companies - advertising, PR, digital - in a single entity on the market. A move that was expected, since many of these labels - PR, social, advertising - have less and less meaning, as the lines that separate the different disciplines of marketing blur. Hence the integration as standard. But the briefings that have to be answered still often come with the separation of labels and until there is a habit of working with briefs and single budgets will tend to separate.

Then there is the issue of weak growth. This is a trend that continues and feeds on the great uncertainty that exists about evolution and the future and that has led to the pattern bigger is not necessarily better and that has generated the need to present a boutique service: specialized, simple, with seniority in the teams and the comfort of knowing that there is a reserve of skills and resources to use. Turning to the largest agencies implies a very high cost in order not to be just another customer. And using a small one can be limiting if it is necessary to broaden the scope or have a larger scale. We need to find balance.

In addition, there is the dilemma of choosing global or local, between an agency with transversal reach or realizing that the different agencies have different competences and that none is capable of excellent work on all fronts. Europe is a good example of the diversity of markets that requires specialization. Which leads to the pattern new pragmatism. More and more organizations are abdicating a single agency in markets where they are not as capable. And there is an increasing understanding that if a single agency does not meet all needs, there is no problem.

This new pragmatism is also a shift towards hiring, which, with its effort to create savings and efficiencies, had been responsible for consolidation. The new role of hiring it is another pattern. As long as the subjective nature of the measurement of creativity and the human (chemical) factor is taken into account, there is no reason why the hiring is not transparent and in line with expectations and the search for the best possible results.

There are many other factors that may decide to choose an agency, but there is a common denominator: each organization is unique and there are reasons that may be unpredictable or unexpected in the hiring decision. It is part of the rules of the game.

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