Sure, it seems like a daunting task to orchestrate several agency partners simultaneously, but it may be easier than you think...
We built this infographic to illustrate that even Fortune 500 companies like Frito-Lay, Best Buy, and FCA (Fiat Chrysler Automobiles) are abandoning the full-service agency model, opting for relationships with many agency experts:
Marketers task their full-service agencies with projects they can’t fulfill due to lack of expertise (sometimes unbeknownst to the marketer), and in turn, their AOR contracts smaller, specialist agencies to execute the work.
Specialist firms are very familiar with this song and dance, and as such, are the agency world’s savviest communicators, especially when they’re asked to white-label services and act as the full-service agency’s internal team.
Now imagine several specialist agencies working together – all of which are highly effective communicators and adept to working with other agencies – and you’ve got yourself a much broader team of experts and A-players working collaboratively to achieve their client’s goals.
Doesn’t seem so tough anymore, does it?
Whether we like it or not, we're living in the age of specialization.
Instead of settling for a one-stop-shop AOR because it’s easier having one neck to choke when things go wrong, perhaps your marketing dollars would be better spent hiring a couple of smaller firms with specific talents that are best suited for your needs.
AgencySparks is a marketer’s secret weapon, and because we’re in the business of connecting marketers and specialist agencies that are a good fit for their business, we created a quiz that can help you decide whether to hire a full-service or a specialist agency.