How Do You Choose Your Ad Agency?
Posted by Jaci Russo
Anne Bologna, Toy, recently wrote an article for Ad Age titled, Choosing an Agency Based on a Rate Card Is a Big Mistake, in response to the recent 4A’s survey on agency billing rates.
Interestingly, Ms. Bologna defends the fact that large agencies charge two to three times more than smaller agencies:
Yes, large agencies can get pretty expensive. But there are often good reasons for that. First, they have some incredible talent that needs to be paid well. Resources? They have them. Technical experts, support people, field teams, global oversight groups, strategic planners, proprietary and secondary research. You need a contact in Kuala Lampur tomorrow? An entertainment unit, direct marketing people, PR, full scale in-house production support? An on-the-ground person in Cleveland — yesterday?
As she explains, small agencies are about the ‘cult of personality’ of the founders and senior staff:
Now, small shops, they are a very different breed of agency. Instead of a system, you are usually buying into specific people. You are buying talent, and usually, it’s the senior kind.That makes each agency a slightly different beast. You’ll find that every small agency has a unique proposition — a vision built around the particular talents of that team. They also have strong cultures that are a direct reflection of the agency founders. Their skills, their track record, their tenacity and their ability to get things done.
As she explains it, when you hire a large agency you are getting a system and with a smaller agency you are getting a team of people. I think she is absolutely right. So the true judge of whether the agency is the best fit should be more about chemistry than price.
If your problems require a complex system of resources then a larger agency would most definitely come into play. If, however, you need nimble creative strategic solutions then a smaller agency will fit the bill perfectly. The price should not determine the choice - the problem should.
Ms. Bologna hits the nail on the head when she writes,
After all, the way to ensure getting the most out of any creative resource is to pick the right partner and pay them what they are worth. Then, once you have your resource, show them that you trust them to do their job.Because the dirty little secret in the agency business is that all agencies, no matter the size, model or location, are passionate pleasers, wired to solve problems creatively. You will get your best value for money not by comparing rate cards, but by finding an agency that’s best for you and treating them like a true partner. If you do, you’ll be “that client.” The one that gets the best people, the best work, and a team that will never want to leave you disappointed.
I couldn’t have said it better myself. It doesn’t matter how low the prices go, if the chemistry isn’t right then there is no way the relationship will work. Hire an agency you can partner with and trust. Hire an agency that will give you what you need, not what you want. Hire an agency that you like - you have to live with your choice.
