Smaller, experienced agencies are having their moment in the sun.
If you ask me, we’ve always been soaking up the UVs! But now others are catching on. Notable brands like GM, Liberty Mutual Insurance, and Boost Mobile all recently partnered with independent marketing agencies with fewer than 100 employees, changing course from their holding company agencies whose names you’d easily recognize.
While these aren’t the first major brands to recognize the value of a smaller, experienced agency, they also won’t be the last. So why the move?
The Value of Partnering with a Smaller, Experienced Agency
When we’re first meeting and getting to know a new business, it’s common to get asked, “How big is your agency?” or “How many people make up your marketing team?”
What we get far less often is, “What’s a benefit to your agency’s size?” or “What can I expect working with an agency of your size?”
Given more and more big brands are starting to ask questions like the latter—and hearing answers they like—I thought I’d share the value we see in working with an agency our size.
Agility
The market changes, technology advances, customers’ needs shift. When faced with change, you need a partner with agility—one that’s quick to offer (and be ready to act on) new solutions.
In 2020, we had customers with dozens of retail stores suddenly need to pivot to exclusive e-commerce strategies—or clients with solutions related to air quality thrust into the spotlight, quickly needing new approaches to customer education that encouraged people to think about their products in a way they never had before.
Similarly, consider the sunsetting of Universal Analytics or even the massive wave of generative AI: only an agile agency is pivoting with any sort of pace to not only pilot but also master these new tools and tech on your behalf.
Smaller, experienced agencies are primed for this, with fewer people to rally and get buy-in from, and mindsets which are very entrepreneurial in nature. We’re built for change.
Custom Solutions
One phrase we consistently use to describe our processes and workflows is “tried and true.” One word we’d never use to describe them is “rigid.” I think this goes for most smaller, experienced agencies.
We don't have tiers or packages with different resources attached to each nor are we constrained to one specific approach. We recognize that every business and team is unique and aim to offer you a unique solution as such, working within some proven frameworks to do so.
Do we always start the launch of a new digital ad campaign with the buildout of a plan so we can do the appropriate research and align on targeting, conversion points, and more? Yes. Will the size of that plan—including the length, new content needed, and more of the ensuing launch—depend heavily on your business and what you’re trying to achieve? Very much so.
From our early, pre-sales discussions to our client onboarding, you’ll come to find that our main goal is understanding your business: where you’ve been, where you’re trying to go, and what obstacles you see to getting there. This is the type of intel we need to come to the right solution for you—which areas of expertise you’ll need to tap into, in what order, to what degree.
Our size allows us to be nimble in this way: Take the time to understand what it is you need to achieve and then pull in the right team members to propose a plan to achieve it.
Access to Senior Team Members
You may meet me in an early discussion of a sizable project—and then, well, you’ll be stuck with me post-signature, too. Our leadership team is active across all of our clients and projects, whether joining and weighing in on milestone presentations or working behind-the-scenes with the team on finishing touches to deliverables before you’re even wow-ed by them. Put simply, there are fewer layers.
Beyond that, because of our size, areas like professional development can be given more personal attention. We’re able to hone in on everyone’s individual career goals and opportunities for growth and then build plans around training and skill-building that ladder up to both.
For you, our org structure and commitment to upskilling means consistently higher-level thinking, quicker decision making and responses, and decades of experience behind every new project.
Cultural Alignment
Cultural alignment between you and your core partners is so critical to doing not just good but great work together. Values alignment more often than not translates to alignment in how our teams approach obstacles, communicate in times of high stress, and generally work together.
When you work with an agency our size vs. a global entity, you won’t find the stereotypes of corporate culture like unnecessary formality or uniformity in approach or style.
To put it more simply: We have fun and are excited about new challenges and ideas! You like to have fun and are excited to share your business and see results! We could have fun and get excited together!
Investment in Client Success
We don’t have a “pitch team” nor are we replying to dozens of new RFPs each month. We just can’t afford to regularly dedicate time and resources to that process.
Instead, we have to be more intentional about new partnerships and projects. When talking about new opportunities, we’re listening for needs that map well to the stuff we know we're best at, or an energy and motivation that matches our own. We’re sharing recommendations and ideas earlier in the process, and we’re talking more candidly about what does or doesn’t make sense. As the conversation continues, it’s hard not to get invested.
And that investment certainly doesn’t end when we’ve won the work. It quickly translates to an investment in our clients’ success. Because in many ways, our growth and even our reputation are closely tied to every client’s results as a smaller, experienced agency. So, expect us to approach your goals like our own, and be wholly committed to meeting—and exceeding—them.
What Else to Consider in Finding the Right Fit
Sure, you should consider size. But when vetting a new partner, here are a few other factors I’d consider.
Track Record
Of solving unique challenges. Of disrupting their clients’ thinking. Of marketing results that make you think,” Damn!” Of creative you want to show a colleague.
What I don’t necessarily mean is a track record of launching a campaign for a company identical to yours targeting a lookalike audience with a similar message. (Unless of course you’re looking for a cookie-cutter solution.)
Commitment to Innovation
Do they regularly vet and even onboard new martech? Do they manage ads or build strategies around the channels that are trending and looking like they’ll stick? Are they following the same industry thought leaders as you? Are they getting out to industry events?
Find a partner that’s paying attention and in turn, pushes you to do the same.
Commitment to Honest Marketing
The dynamic of putting in requests to your agency and then completing them, no questions asked, and no follow-up required, time after time, may sound streamlined and straightforward.
In some cases, I’d use another word for it: harmful.
Does your agency aim to deeply understand your business objectives and what you’re up against in your industry? Did they ask (or did you feel it was important to share) why you wanted to add that extra copy to that ad or gave major, “back to the drawing board” feedback on that landing page header?
You need a partner who’s as committed to your success as you are, and in trying to achieve that, isn’t afraid to share feedback, offer alternatives, or suggest a bold strategy. It’s how the best converting, stop you in your [scroll] tracks, couldn’t-resonate-more-with-your-audience type marketing is created.
Step Into the Sun with Us
Smaller, experienced agencies are the trend—and for good reason. Don’t be surprised to see more and more mid-sized to Fortune 500 companies choosing agencies like Liquid for years to come.
Maybe it’s time for you to experience our value inherent to our size for yourself. Want to learn a little more about us (and the smaller, experienced team behind all this great, award-winning work we’re doing)? Reach out!