Reasons to choose a full service agency
A full service agency, also known as an integrated agency, will be able to provide the entire range of marketing communications tools, rather than offering specialisation in one, such as advertising or public relations. Ideally, it will also be able to provide a valuable marketing resources, offering advice on all areas of marketing strategy.
In many areas of the economy, specialisation is often desirable, but in the area of marketing communications, specialisation has some serious disadvantages that can result in diminished efficiency, reduced effectiveness and lost opportunities.
Effective marketing communications requires a holistic approach, one which considers and exploits all forms of promotional activity in order to maximise contact with target audiences, deliver efficiencies and create opportunities to sell products and services. Using a full service agency facilitates this approach and makes management easier and more effective.
Here are 10 key reasons for choosing a full service agency:
1 – Easier to manage
Using a separate company to provide the various aspects of your marketing communications strategy – a PR company for your PR, digital agency for internet and digital marketing, advertising agency for media buying, graphic design studio for creative concepts and presentation and so on – means that you have to manage several different marketing communications companies, often delivering the same brief to each. You will also be trying to promote collaboration between these different, potentially competing, suppliers, many of whom will want their services to take as big a slice out of your marketing budget as they can.
Using a single, full service, integrated marketing agency makes things much easier. You give one brief to a single supplier and they will come back with a comprehensive marketing communications strategy which takes all objectives, target audiences, creative ideas and delivery methods into consideration, providing true through the line solutions aimed at achieving your objectives, not making as much money as possible. Plus, it assures quicker, clearer communications; you will have a single contact who will know exactly what the status of your projects is and how they will be delivered to maximum effect.
2 – Long term strategic partnership
Providing a service, as opposed to being just another supplier, means that full service agencies gain greater understanding of your company, products and services as well as the markets in which you operate. They will also understand your working methods, preferences and strategies. As such, they have the potential to become a long term partner, adding an extra arm to your marketing department.
Not into long term relationships with agencies? This isn’t uncommon, but we would urge caution: Changing your underwear regularly is a good idea, but constantly changing your agency, or agencies, to ‘freshen things up’ or ‘keep them on their toes’ can lead to more work and hassle for you, and poorer results for your organisation. Holding onto a good agency means that you can reap the benefits of a supplier that has in-depth knowledge of your company and markets, becomes more experienced as the relationship develops and provides that valuable dispassionate, external view of what you are doing.
Relationships are long term because they work! Chopping and changing agencies dilutes the effectiveness of your campaigns, destroys continuity and could mean a lot more work and stress for you!
3 – Cross-discipline thinking
Full service agencies offer an integrated approach to your marketing communications needs. They will be able to consider all methods and media, rather than focus on one, providing you with more effective, cohesive and coordinated campaigns.
4 – Broad experience
A full service agency will almost certainly have tackled projects like yours before. They will know what strategies are most effective, how to achieve the best value for money and return on investment for you. They will be able to offer advice on what does and does not work based on broad experience of marketing communications in a variety of markets. The results will be more comprehensive, through the line communications strategies, with all elements working as one to deliver a cohesive campaign.
5 – Looking beyond the brief
Full service agencies will focus on the challenge and create solutions that achieve the desired goals, rather than seeking to provide a single solution for what is a multi-faceted requirement. They will select the methods and media which best fit your target audiences and which meet your objectives.
6 – Impartiality
A full service agency will be media, and method, neutral. They do not need to sell one particular approach because they can offer the entire range of marketing services. They will select the most effective channels and methods to achieve the best results for you.
7 – Coordinated approach
A full service agency will be able to combine all forms of promotional tools, exploiting established and new media channels to optimise results and maximise your return on investment. Creative, content, timing and delivery will be coordinated to achieve maximum impact at the time that suits you and your markets.
8 – Simplicity
By adopting a single, full service approach you won’t have to deal with multiple specialist agencies competing for their share of your budget.
9 – Versatility
Full service agencies are flexible and able to adapt to different challenges as well as to changes in your markets. If one method or medium is not achieving the results expected, a full service agency will be able to draw on its experience and expertise to create alternative solutions from its broad armoury of marketing communications tools.
10 – Cohesiveness
A full service agency will deliver a strong, cohesive plan with full integration of your message and objectives across all media and methods. The promotional mix will carry the desired message across all activities without risk of confusion or dilution.
11 – Less stress
Sorry, did we say 10 reasons? Well here’s a bonus!
If the above 10 reasons haven’t convinced you of the operational benefits of using a full service agency, here’s one final one that will mean something to you personally.
A little stress is probably no bad thing, but you get enough of that in your daily working life without adding to it by trying to manage more suppliers than you need to! Keeping all those balls in the air can be wearing!
Put simply, using a full service, integrated marketing communications agency makes your life so much easier. Provided you have chosen the right agency (Publicity Services, of course!), you should be able to look forward to an effective, efficient, pleasant, lasting and, above all, stress-free relationship that delivers results for you and your organisation.
For an informal, totally confidential chat, about the benefits that our full service approach can give you, get in touch.