Ad Age recently announced the winners of their Small Agency awards, and we thought it would be a great time to take a look at the winners to see what they are doing right in the advertising industry. Here at Lab42, we always try to stay in the know, and while we like to be trendsetters ourselves, it never hurts to follow suit when good ideas and practices are presented. There were 2 companies – Muhtayzik Hoffer and Proof Advertising – that won the gold and silver awards, respectively. Let’s take a look at a few of the learnings from these agencies.
Agencies are no longer simply production shops – they need to also be brand ambassadors and offer insights to the clients.
As we all know, agency work is significantly based on relationships between the agency and the brand. If the brand trusts the agency to understand their consumers, and the agency can execute on these insights, not only will the campaigns be more successful, but the agency/brand relationship will flourish as well.
Work with your clients to test out and execute new advertising and marketing practices.
Muhtayzik Hoffer was able to use having Netflix as a client to practice and execute rapid content creation that could be used across social media channels. Keeping your options open to new strategies might allow you to strike it big with your next client.
Allow your relationship with the brand to evolve.
Similarly to testing out new marketing and advertising practices, you should also not be constrained by the products that your client is currently offering. By collaborating closely with your client on their advertising campaigns, your agency might locate a niche that your client is not serving that will allow you to uncover a blind spot where a new product extension could be highly successful.
One of my favorite, most striking quotes from President of Proof Advertising, Bryan Christian, is that “instead of just an ad agency, we’d rather be seen as creative business people who solve business challenges.” This quote, and by winning the Silver Award, goes to show you that agencies need to evolve their business practices to really understand the client and offer up business solutions instead of just great creative.
What are your thoughts on the evolution of the agency/brand relationship? What is your agency currently doing to help support your clients outside of simply producing and executing campaigns?