Challenge clients' thinking or be challenged has to be the agency motto. An agency has a clear role to add real value not just by bringing the big - or little - ideas to the table but by providing real insight to clients about their market and about new ideas, technologies or processes that should change their approach.
The benefit of an agency is that it is working across clients - we spot things that may elude a client who is immersed in their sector but does not have a wider perspective. Our clients like to know that we are their eyes and ears, that our experiences elsewhere could help them.
We like to talk about being audience connectors, business introducers, thought provokers, behaviour influencers and ultimately game changers! But at the end of the day it is all about THE client - what is their particular need, how can our INTELLIGENCE, and INSPIRATION ultimately provide them with the IMPACT they need to make.
“We need the talent and creativity of agencies. An in-house model can lead to brands become insular and self-serving and doesn’t give a reality check on whether we are talking to consumers and tapping into cultural trends. An agency can pull on you and keep you real and honest in terms of talking to consumers in the way they want to be talked to,” said Atom Bank’s Wood. That concern over diversity of thought and ideas is also a reason why most brands don’t want a full-service model. Just 17% of CMOs questioned said they “will gravitate to that model over the next three years”, with 26% of agency CEOs thinking they will.