The creative agency model is forever changing. Not too long ago, the market was dominated by large agencies and firms with high rise offices and never-ending expenses. Many of these large agencies still exist, however, the general culture of the creative agency has shifted toward more smaller options such as niche creative shops and collectives consisting of a grouping of freelancers. With technology allowing clients to access talent anywhere, location is no longer an issue, and the options can be overwhelming.
Agency talent is key when it comes to choosing a creative team – services, capabilities and process are all important.. However, the factor that can make or break a successful relationship is ensuring that the agency’s culture fit is in alignment with the brand it’s paired with.
It’s important that the working relationship will be compatible. Take the time to review these items is key:
- What is their purpose?
- What drives them?
- How is the team motivated and engaged?
- What makes them different?
- What inspires them?
- Why do they exist?
The philosophy of a creative agency really comes down to perspective and process. How does the team work together to get the job done? Do you want to work one on one with each team member through the process or do you prefer a collaborative approach?
Choosing an agency based on their niche or specialization may seem easy, but it’s usually not that simple. For example, if a consumer goods company is launching a new sub-brand, they might look to an agency that works with other consumer goods brands in the market. Upon kick-off, the brand may realize that the agency is too rigid in its process and doesn’t offer enough collaborative opportunities. It’s also important to ensure that the team understands the brand fully and can connect with the target audience. If they are a group that is majority too young or old, too conservative, or too progressive – the tone and voice may not get to where the brand can connect with its audience.
How a brand goes about selecting a team is important. Make sure to schedule a discovery session to ask questions and get a feel for the people behind the digital persona.