Benefits of Working with a Full-Service Agency
March 15, 2021
Working with an agency is exciting. Whether you’re collaborating on strategy, branding, creative asset development, or media, the collective creativity and expertise between client and partner is fun. Turning that excitement into ROI is another story. That’s where Madden sets itself apart with our full-service capabilities.
There are a lot of potential agency partners. With so many choices, it might be hard to pick the best partner. Here are ways Madden provides benefits to our partners as a full-service agency.
Full-Service Capabilities
All agencies have areas of expertise and capabilities. Madden has a wide range of tools at our disposal. As a full-service agency, Madden is ideally suited to help our partners as their marketing programs grow. We seamlessly support multiple scopes of work as our clients’ needs change.
There are numerous instances where we began working with a client to support their digital marketing, and then started developing creative assets. Working with an agency able to execute different tasks leads to constant growth. We are able to incrementally expand programs without pausing your marketing efforts. Having a constant agency partner eliminates delays of drafting separate scopes of work, reviewing and selecting multiple agencies, and onboarding several new partners.
Working with a single agency creates efficiencies and boosts effectiveness. Having different agencies plan and buy your media, create your content, design and develop your ads, and optimize your website, sets up a scenario where your brand messages are unaligned and there’s no confluence of your different marketing streams. Having everything under one roof guarantees integrated marketing strategies and brand synergy.
Cross-Functional Team
Madden is also a great partner for a narrow scope of work. Our full-service capabilities ensure you will have a cross-functional team providing a variety of domain expertise. Collaborating across focus areas ensures every team member’s insights influence our work. This leads to more effective strategies, more engaging stories, and more enthralling designs.
Your creative assets will more strongly resonate with people if designers work with media buyers to understand the tactics on which their creative will appear. Your media will compel more conversions if media buyers work with content experts and big picture strategists to hone in on intent-based audiences. The benefits of cross-functional collaboration from a full-service agency go on and on.
Capturing Impact
It’s vital to know how your agencies approach Key Performance Indicators (KPIs). As technology and data platforms continue to evolve, insights into consumer behavior are also drastically changing. KPIs should no longer focus solely on estimated impressions, site visits, or social likes. If your marketing program is split up between different scope of works or separated amongst different agencies, you will be left with an array of disparate KPIs. Each agency will set benchmarks for only their respective scope of work. This means you’ll only be measuring surface-level metrics. You’ll capture what each agency is doing rather than your overall marketing program’s impact.
As a full-service agency, Madden has its own data intelligence platform, Madden Voyage. The tool makes us the ideal partner to evolve KPIs. We focus on the big picture and impact your work is generating on your community as well as your traditional metrics. Voyage will bring your third-party data into a single, easy-to-use dashboard that highlights actionable insights through intuitive data visualizations.
Learn more about accessing customized destination intelligence through Madden Voyage.
Efficiencies
Having a full service agency manage your entire program makes communication easy. There will be no need to manage multiple agency relationships and different workflows. Having one agency eliminates potential miscommunication between agencies or you having to play telephone letting each agency know what the other is working on.
Working with a single full-service agency also creates budget efficiencies and removes potential duplicative budget lines. For example, having to hold multiple weekly or biweekly meetings with numerous agency partners could cost you two or three times as much as having a single call with your full-service agency to discuss everything. Moreover, by working on multiple projects under the same work stream or repurposing research, a full-service agency partner saves time, resources, and money.
True Full-Service Agency Partnership
More than anything, you should work with an agency partner that is invested in the success of your organization. An agency that puts people, not their products, at the core of their philosophy and is committed to making a positive collective impact in your community.
