What's the Best Way to Pick a New Agency? Canvas Gives Some Pointers

In fact there are three main questions that should be asked of prospective agency partners according to independent media agency Canvas Worldwide They areWhat makes this agency differentWhat is the agency39s cultureWhat is the agency39s superpowerAt Canvas those questions serve as a guiding light when conversations begin with a potential client quotBrands need to find an agency39s point of differentiation and you want to work with agencies that match your culture Find out what they39re really good atquot advises Canvas Head of Business Development and Marketing Aaron Anderson quotThat39s going to produce the best working relationship By basing a conversation on those three main questions both sides are in a much better place to move that relationship forwardquotBrands also need to look inward he says They should determine what the problem is with their current agency and focus on what they want in a new relationshipSometimes the partnership between an agency and client starts off strong but over time the brand may start to feel neglected like they aren39t getting enough attention or can39t get responses from key executives That frustration is enough to trigger an agency review and the CMO will start looking for a more handson agency In that case Anderson suggests a smaller or boutique agency might be a better fitWhen it39s time to look for a new agency a brand may also consider a shop that created successful campaigns for a competitor That can be a safe choice he saysWhen reviewing potential agencies brands would be smart to consider if a shop can provide the products and services they need For instance creativefirst agencies produce exceptional campaign work but may have to ally themselves with other agencies on strategy execution and analytics A fullservice agency in contrast offers a souptonuts menu while other firms might specialize in digital or social Brands should listen carefully to make sure an agency can deliver on its needs Anderson assertsBrands also need an honest conversation with themselves when they look internally at the start of the agency search especially when answering a question like quotWhy am I looking to change my agencyquotAnderson notes that sometimes a brand is perfectly satisfied with its agency but still needs change A startup becomes an established brand or a company expands its products or services When a brand reaches maturity Anderson says it might need a larger agency39s capabilities quotWhen a company starts to grow sometimes they need more sophistication and dataquot he explains quotThey need more clout and expertise as they scale upquotSo what are Canvas39 differentiators Its commitment to creativity innovation and collaboration Anderson says Compared to the giant holding companies with multiple agencies under their umbrella Canvas is a rare breed It39s both a fullservice and an independent agencyquotOur clients benefit from independent thinkingquot Anderson says quotOur focus is on what is best for the brand that we39re working on and nothing more There aren39t any holdingcompany agendasquotAs for agency culture Anderson notes that the agency39s mantra is quotchallenge the comfortablequot That encourages employees to push beyond industry norms and conventions and to take risks That could involve trying new advertising or creative strategies or using cuttingedge technology and data tools he saysAccording to Anderson Canvas39 superpower involves helping clients face their challenges As the economy sputters and experts warn of a possible recession brands are anxiously reviewing their marketing strategies and ad budgets That creates opportunities for an agency like Canvas to win new business or to reassure existing partners they39re in good handsAs a scaled challenger agency Anderson says Canvas can also lend extra support in marketing and media planning which may become more important if companies tighten their spending and trim staff quotWe help plug the gapsquot he explains quotTheir time is being spread so thin they need their agency to give them more attentionquotCanvas is scaled enough to have all the tools research and data platforms bespoke and industryleading that other agencies have But it works to integrate them and use them more effectively all the timeOf course when it comes to new business brands aren39t the only ones who need to ask tough questions Agencies need to investigate potential clients to ensure it is both a good match and has realistic goalsFor instance if a brand wants to launch a campaign in six weeks that would normally require six months of planning that39s a potential red flag Similarly if a brand is looking for services an agency can39t offer it may not be the right fit quotSometimes if you can identify that in the beginning it can save both sides a lot of timequot Anderson concludesClick the social buttons to share this story with colleagues and friendsThe opinions expressed here are the author39s views and do not necessarily represent the views of MediaVillagecomMyersBizNet

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What's the Best Way to Pick a New Agency? Canvas Gives Some Pointers

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Alli Romano

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