Want more independence?

The Creative Floor awards last week were great, made even more fun by picking up a win in the Press Campaign category. But looking at the rest of the work that was submitted reminded us of just how much of the market is taken up by big network agencies.

It’s becoming increasingly difficult for independent agencies to get on pitches as procurement increasingly opts for large contracts with network agencies. And with more and more campaigns being produced at global level and being rolled out across different markets, the opportunities for independent agencies in those markets are becoming thinner and thinner.

But do these bigger contracts pay off? A bigger budget may get a bigger team, but may also come with bigger issues, and bigger bills. So, what do independents offer as an alternative?

Why go for an independent agency?

An agency that has remained independent while performing well has likely resisted a buyout. They’ve had the opportunity to take the money but have chosen autonomy and freedom instead. They’ve prioritised their vision and work over a very appealing shortcut to a wealthy retirement.

That kind of passion for work they believe in tends to spread through the team and can lead to all kinds of benefits. Here are some advantages an independent agency can offer.

Dedicated team of familiar faces, who are fully engaged with your brand, aligned with your vision, and understand your strategy. Faces that will stay with you throughout campaigns to ensure consistency and become an extension of your team. No wondering where the people who won the pitch went!

Your business is highly valued because it represents a significant proportion of the agency’s income. You won’t be just another client; you’ll be their client. And you’ll be treated with the same care and attention as other clients – not prioritised depending on your size or budget.

Bespoke, flexible service that isn’t restricted by network contracts and processes. You can choose the way we work together, streamlining and expanding the service to suit your needs.

Rapid response to your business needs. A committed team and the absence of network bureaucracy means requests can be turned round swiftly without having to go through hoops and departments. Your work can be prioritised and planned in quickly, without having to compete with the needs of many other clients. Smaller, more agile teams mean resourcing is easier and quicker to assign, so jobs can be started sooner and delivered on time.

Cost-effectiveness that ensures your budget goes further. Independents are kings of doing more with less. At a time when belts are being tightened, a smaller team of essential professionals can help you get more bang for your buck. Job cycles can be more efficient, and cots are less likely to go beyond the original estimate.

How do you stay independent?

In the increasingly tough world of network-dominated advertising, there are some critical factors for success and survival:

• Hiring the right people is vital. Close-knit teams, where each person has the right skill and personality fit, can help maintain harmony and ensure smooth function.

• Creating a fun, supportive and autonomous environment produces colleagues who are happy, challenged and fulfilled.

• Building a genuine client relationship to truly understand their needs will help the partnership function effectively and allow colleagues on both sides to become one team.

• True collaboration (within the agency team, as well as with the client) is necessary to meet and exceed client expectations, and produce great work.

• Earning trust through consistent, timely, high-quality work will ensure the partnership continues to grow. Delivering work to agreed timelines and budgets makes clients’ lives much easier. Honesty and transparency are also key to building trust.

• Forging good partnerships with specialist agencies can also help you expand your offerings. Keeping as much in-house as you can has its benefits, but having trusted partners you work well with, and a preferred supplier list can help you optimise campaigns.

• Invest wisely for rainy days. The current financial climate and market landscape are tough. Having reserves to call upon will help you navigate through the quiet times.

Get some independence in your life

Are you fed up with huge bills, a lack of personal service, or the same old ideas? Give us a shout and let us unleash your brand’s potential.