Full service advertising agencies are filled with talented people, but often lack a group of specialists that have a much narrower focus of expertise.
Brands are electing to choose a multi-agency model because of the additional expertise it provides. We become a powerful, collaborative team with distinct roles and specific areas of responsibility.
I lead a specialty agency that matches consumer brands with celebrities and licenses music for advertising campaigns and promotions. When it was created back in 1970, it was the first agency of its kind.
Our staff is made up of individuals who possess a great amount of experience and talent related to our specific focus. For instance, one of my partners is an attorney, an expert in celebrity contracts and negotiations. He leads the endorsement division which contracts highly compensated celebrities. This isn’t the kind of expertise that you will find in an advertising agency.
If you are considering a multi-agency approach for the first time, you should define who is responsible for what and who will lead your team.
Your role is like a symphony conductor. Your primary duty is to unify the performers, set the tempo, execute clear preparations and help to shape the outcomes.
It is in your best interest that your team works together, not against one another. Clearly communicating the roles, responsibilities and assignments will lessen the backstage politics and reduce the fear of agencies poaching business from one another.
Having a multi-agency team means that the people you work with are going to have very specific areas of expertise. This will be a huge benefit because you won’t have to be as concerned with conflicting interests as you collaborate to develop the best marketing campaign for your product.
Another advantage of a multi-agency model is that it should greatly reduce the amount of your work, rather than adding additional responsibilities.
Just be sure that you have an open line of communication for your team to move your campaign forward.
A multi-agency approach provides many benefits:
- Provides specific areas of expertise which helps to assure the success of your marketing campaign.
- It will significantly reduce and control overall marketing costs.
- Also, specialty agencies typically costs less, thus you are paying less for expertise in a given area.
- It saves time and minimizes costly mistakes.
- Creating and implementing a marketing campaign is much easier.
Has your company used the multi-agency model? Share your thoughts in the comment section below.