Alexia Lawrence-Jones, Founder of Lex CommsI’m the founder of a small PR consultancy, so you might expect me to argue small all the way. And yes, I may be biased. But that’s not why I’m writing this. More often than not, brands are mismatched with the wrong agency partner – and marketeers end up appointing a different agency in as little as six months. Far from ideal (for either party).
This is my take on what marketing and comms teams should consider when choosing an agency partner. It can quite literally make or break your brand – or at the very least, keep it relevant in today’s, hectic world – which today, is no mean feat.
I’ve worked in huge, global agencies, and also small, boutique independents. During my career I’ve benefitted from how each organisation is structured and run – and hand on heart, both are brilliant. That said, there is no one-size-fits-all-approach – and that’s why it’s important to step back and properly assess what your brand really needs from your agency partner.
In a world dominated by brands competing for the same share of voice and endless clutter (even a quick scroll on Instagram feels like an information overload), what should you consider when choosing a new PR agency?
Is big really better, or do the best things really come in small packages?
The big agency model
Big agency – more people, more manpower, so surely more input into your brand? Yes and no. What’s your scope – and does your budget allow for an account that comprises of a multi-faceted, experienced team? Whenever your approach a big agency with a RFP – there will be a stringent pitch process in place. Do not doubt for one second that you will be courted by some of the agency’s best and smartest brains – and their ideas will (and certainly should blow you away).
But herein lies the problem, once that agency is awarded, procurement will likely become involved (or at least some strict budget negotiation) and unless you’re willing to pay for it all, you won’t get it all.
The beauty of a big agency is the huge amount of resource and the multiple skillsets – they are a hotbed for talent. But that talent costs money – and unless your budget is endless, don’t expect to see it daily. More people doesn’t always mean better work – the truth is, we all have a number on our head – and that costs money, especially the more senior the person on the account.
The small agency model
Small agency – reduced overheads, more flexibility and access to senior talent. That sounds like a winner right? And it absolutely can be. You can be sure your brand will be handled with the utmost of care, and whilst there’s a smaller resource pool, that will certainly be made up for in experience.
One thing that really stands out – the first person you speak to upon approaching that agency, will pretty much remain at the forefront of your account throughout the duration of your agreement. So, the people you buy into at pitch stage won’t vanish into a puff of smoke, as can sometimes be the case with bigger agencies.
But, there are downsides. Smaller teams mean less capacity – they can only take on so much at any given point. Too much work can result in burnout – and of course there’s an immediate impact should a key person leave. In short, smaller agencies aren’t able to adapt as quickly than their larger counterparts, and that can be limiting.
What really matters in an agency partner
To conclude, big isn’t always better and sometimes the best things don’t come in small packages. The strongest client-agency partnerships are built on a connection and an understanding. Forget the size and instead, look at how well that agency understands your brand. Do they truly get you and your vision? Are they willing to challenge you? Do you trust them? And do you think your account team can genuinely make a difference to your business?
At pitch stage – whether you’re choosing big or small – you have to ask two simple questions: who will make up my account team, and will they stay on the account for the foreseeable?
Because ultimately, your agency should be an extension of your brand team. Not one you’re reviewing every six months, but one you see as a true partner for years to come. For me, that’s the key to agency selection.
