How to choose the right full service agency

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What's the reason for a CMO to enlist the help of an external full-service agency? That's right - to drive your business forward with comprehensive, expert solutions and the results they offer. However, success is far from guaranteed when you take this route, as the company you choose plays a big part in the results delivered.

Look online today, and you'll find pages and pages of agencies, all of whom will tell you that their services are the best around. So, how do you discern one from another? That's what we look at in some depth here, as there's a way to determine the best from the rest.

So, come with us now as we look at the key factors at play when selecting the right full service agency to trust with the job of bringing business your way.

Does the full service agency have a proven track record?

Talk is cheap, as they say, so you can't base the important decision of whether to use full service agency solely on their advertising. They must also back this up with a proven track record of delivering exceptional client experiences.

This typically leads to long-term partnerships with major companies like the one MCI enjoys with MasterCard, and it's the only true way to be sure you're dealing with a company you can trust to bring you success. Naturally, they'll also need to have some relatable experience in your field, but evidence like this is critical.

You have to take into account that companies don't tend to stay with a full-service advertising agency if it doesn't give them a good return on investment. As such, you should look for a provider with many of these long-term collaborations and a documented history of meeting and exceeding client expectations.

Agencies with this prowess and experience will usually be keen to show you evidence like this on their website. That means it can be a bad sign if you have to ask about their track record for client success. Of course, they could be new, but numerous, clear case studies of the approach used and results achieved should be a given.

Do they have a strong creative team?

Another key factor to consider when choosing a full service agency is how strong they are creatively. This critical criterion is what will be used to set your brand apart from the rest and make potential customers, and investors sit up and take notice.

Creativity's not the be-all and end-all, though. Is it? Well, yes, it can be. You see, creativity in marketing transcends aesthetic appeal, and it's often the primary ingredient in the secret sauce that allows your message to be seen, understood, and remembered by your target audience. It's being unexpected and different that steals the show.

In order to get a feel for the creative ability of any given full service agency, you should again be looking at their past work for pointers. MCI's work with Latin American tech communities at Nation Google Community 2023 demonstrated this skill in abundance, and it's this kind of impact that's essential in transforming a standard message into a memorable one.

Are their pitches generic or thought-provoking?

You can tell a lot about what your experience with a full service marketing agency is going to be like during those initial discussions you have with them. So, you should have your ears pricked and be conscious of a number of important signs, such as:

Are you hearing a generic pitch that seems like a box-ticking exercise that follows industry norms, or are they giving you unique, innovative ideas that push boundaries?
Marketing is all about presentation, right? As such, their presentation to you will be creative and unique in style if they're strong creatively. Any company worth its salt will know that the pitch is an opportunity to showcase its creativity, so expect to be amazed!
When asking for client testimonials, you'll be looking for specific mentions of the creative skill used to meet their needs. Unbiased views are usually the most truthful.
Pay close attention to the questions they ask you. A full service agency with a focus on creativity will ask probing, insightful questions, and when you hear them, it's a great indication that you've made a good choice.
Are you being offered tailored solutions to your precise needs or a one-size-fits-all service? Strong creative agencies understand the value of being different, making this another big sign of what kind of service you'll get.

When you pick a full service agency with a strong creative bent, you get 'out-of-the-box' thinkers on your side that ensure your campaigns are both persuasive and inspiring. Keep all of these indicators in mind, and you'll be better prepared to choose wisely.

Do they leverage the latest tools and technology?

When looking at the impact that can be generated through social media advertising, it's clear that online platforms and technology play a big part in today's digital marketing sphere. That's why you should expect any full service agency you're considering to use the latest digital tools and software to generate the interaction and sales you need.

In all honesty, the rapidly evolving digital landscape necessitates the adoption of these tools, as your competitors will most certainly be doing so. They make the process more efficient, but digital resources like these also offer deeper insight that laser-focuses your approach.

Analytical ability is a real game-changer

Being able to analyse and leverage the data generated during a marketing campaign is often what separates the best agencies from the also-rans. Ability in this area is a key part of your decision, so the company you use should not just be familiar with the latest tools but also be able to confidently express how they're going to use them to meet your objectives.

In your search for companies that make full use of these tools, it doesn't hurt to ask directly for specific examples of how they've used technology like this during previous campaigns. When you raise the subject, your query should be met with numerous instances of when they've used data analytics to hone their approach in order to improve results.

Do they offer value-based pricing for optimal ROI?

Another key factor to consider is the pricing structure offered by the agency you choose. Some will offer fixed pricing or an hourly rate, but perhaps the fairest option for the customer is value-based pricing.

To the uninitiated, the model involves paying agency fees that align with the perceived value of the services you're being given. This begins with the agency team establishing your needs and goals, which leads to key performance metrics being set in agreement with you.

In line with these metrics, the fees you pay will correlate to hitting certain benchmarks, and performance is continuously monitored. It's a reassuring model for you as a customer, as it forces the full service agency to work hard and focus on delivering quality and results. It's in their interest to get your results, so it's a win-win.

A mutually beneficial approach

As you can find out by reading one of our other articles on the power of value-based pricing, it's a costing model that encourages the highest levels of performance. It almost guarantees an improved return on investment, and companies that offer it signal their confidence in achieving the success they're promising.

So, when you're negotiating terms with your next full service advertising agency, you should make sure that the agreement you make focuses on results rather than a contract that rewards them for simply going through the motions. It should contain specific metrics with regard to what success looks like and how it will be managed.

Looking for a full service agency that delivers? We're ready to talk

Choosing the right full service marketing agency is such a crucial decision for any company executive, so it should never be taken lightly. The good news is that by considering all of the aspects we've talked about where you'll have a much clearer idea of which providers to consider and which you should give a wide berth to.

At MCI, we have a proven track record of delivering results for our clients and enjoy many long-term partnerships with some of the biggest global names. Our creative team is known for its innovative thinking, and our value-based pricing ensures that every one of our clients gets the best possible return for their marketing budget.

If you're looking for an experienced event management company with considerable expertise in the digital marketing sphere, take a moment to browse our website, which illustrates what sets us apart from the crowd. Alternatively, if you'd like to speak to us directly about your digital marketing needs, get in touch with our experts today. They're ready and waiting to set you on the road to success.

MCI Content Team

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