While many of us do not own or manage our own businesses, we know that times can be very difficult in the business world. In order to stand out and be competitive, companies will have to use the services of an advertising agency, so that the company focuses on a solid product or service to offer, while the advertising agency can focus on transforming the company into a true consumer business.
In practice, this seems very good. In fact, it can be argued that this is the way forward for companies seeking to stay one step ahead of their competitors. Much more often than we think, companies will try to advertise internally, thinking that no one knows their company better than they do. The problem is that at some point you are too close and draw conclusions about the advertising strategy based on emotion rather than analysis and evaluation. Just as you can’t really tickle yourself, it’s difficult to manage your own advertising.
But sometimes the work is not done. What was once an exciting partnership is no longer as productive, and you wonder what the future holds for you. In addition, you expect to see signs of a decline before it begins to affect your bottom line.
How can you say it’s time for a new advertising agency? It’ll be harder than you think. Here are some revealing signs that it is time to part:
You meet nothing but men “yes” – A business owner can find the idea of a uniform agreement quite pleasant simply because it gives you the impression that you have all the answers. The problem is that an advertising agency must be able to encourage its client to think differently.
You lose track of the numbers – The way advertising funds are spent each week, month, quarter or year helps a company know where it stands financially, where it needs to regroup and how best to progress. Transparency is essential, but if an advertising agency does not keep open communication about these figures, the company that hired them is blind.
Your advertising agency is missing – When things are new and exciting, the advertising agency you hired for your company maintains regular communication, providing a breakdown of everything that is happening with your account. Over time, however, communication becomes less frequent and the company begins to feel excluded and less important. Tension can escalate, making subsequent meetings with the agency feel forced and uncomfortable. Both parties may fear appointments. It’s time for a change.
The only thing that companies need to keep in mind when working with an advertising agency is that for plans and strategies to be realized, it takes time. Each party plays its part in achieving objectives and milestones along the way. However, keep in mind that an advertising agency works for your company, and if it no longer does, you must find an agency that will.