Come up with great ideas. Throw them out. Come up with better ones. Repeat.
The other is elite. Tactical. Effective. And they take on the toughest of tasks.
Hmmm. Which one do you want your agency to be like?
Don't get me wrong the 'Superstore' modeled agency has its advantages:
• They're everywhere - when you want the same experience every time just come on in.
• Lot's for less - plenty of savings if you want generic solutions. Heck, they may provide value-added options - like getting the creative for free if they get your media buy.
• They have everything - that's the perception at least. You want an app? They do that. You're looking for branding? They have that. You want original thinking? Oh, wait.
They have some disadvantages as well:
• Selection - you get what they have, nothing else, nothing special. I was in a Walmart Neighborhood Market recently and a guy asked an employee near the meat area (no way would this person be accused of being a butcher) if they had any pork short-ribs. The response was no, they didn't, and then proceeded to take packages of hamburger out of boxes. You get the same solutions regardless of needs and wants - that sounds great, I'll take two.
• Experience - there are always smart, helpful people at a Walmart, some have years of providing great service. The trouble is finding them amongst all the clueless employees that wander the aisles – or hallways.
• Creative Solutions - if you're looking for that special something that will make a difference you won't find it crammed on an aisle drowning in crappy lighting or in some conference rooms.
Now maybe, as a client, you need your agency to be like Seal Team 6:
• Trained - they are hand-picked operators that excel as a team regardless of environment or situation. They have spent years honing their skills and work seamlessly together to get the job done.
• Focused - they know the job they need to do and they do it. Nothing more. Nothing less.
• Creative - there is more than one way to solve a problem and they give you every possible solution based on your individual needs and wants. The harder the problem the more satisfaction these 'special forces' get from completing the assignment.
Probably one of the most heard disadvantages of hiring such an agency is that they cost more. Sure some of them probably do charge higher fees for their services. But I bet if you look at the results more of these tactical agencies provide a greater ROI than their 'generic' alternative and there are many great shops where it actually costs less. And I bet that more of those fees are going to the talent rather than overhead.
One last thought, I'm pretty sure that the members of Seal Team 6 make less than a manager at Walmart, but they wouldn't trade places for all the tea in China.
Cheers.
West Eleven, Inc. is a group of experienced marketing and communication professionals with an equal balance of strategy and creative expertise. We have diverse backgrounds in brand development, strategic planning, advertising, marketing and optimization. We create human reactions.
Contributed by Shane Strudwick
West Eleven, Inc. is a group of experienced marketing and communication professionals with an equal balance of strategy and creative expertise. We have diverse backgrounds in brand development, strategic planning, advertising, marketing and optimization. We create human reactions.
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