What is an agency? A guide to outsourcing services

Say you're interested in creating a TV ad for your business. Sure, you can do it with your team. Still, it is a complex process that can take time and effort, and you may instead spend time on other business needs.

That’s why many companies hire experts dedicated to their projects. In our example, you can seek help from an advertising agency! They can lessen your load and handle everything from market research to campaign execution.

Before you take the same route, it is essential to understand an agency and its potential benefits. Find out what the business experts say in this article. 

If you want to produce a TV ad for your brand and don't have advertising experts on your team, it is better to work with an agency that can give you what you need. In essence, agencies become intermediaries that help owners and managers handle some facets of their business.

While some agencies directly service individuals, such as travel agencies or emergency services, most typically cater to other businesses. Examples of B2B agencies include advertising, marketing, and public relations agencies.   

Businesses often need services that are beyond the capabilities of their in-house team.

For instance, a company may want to run a six-month 360-degree digital campaign nationwide. Successfully executing this campaign requires immense strategy and a dedicated campaign team. Hence, it is more practical to hire an agency that will act on behalf of the company and manage everything related to the campaign.

Each agency's scope may vary. One agency may offer a specific or niche service, while another provides an end-to-end service. That said, it is vital to understand what you need to partner with the right agency. 

Working with an agency has significant advantages. It allows you to access a team of experts who will develop personalized solutions to meet your needs and goals, thus saving you time and money compared to handling everything in-house.

• Access to expert professionals. Agencies have teams with deep experience across various specialties, such as strategists, copywriters, designers, and social media experts. They can apply their diverse talents to your project. 
• Time and cost-efficient. It's more practical to work with an agency that provides services on an as-needed basis rather than hiring full-time employees. You also don't have to worry about training new hires. 
• Scalable and customized solutions. Partnering with an agency ensures you have a dedicated team to customize innovative and creative solutions to your needs. For example, a branding agency will create strategies that you can expand and build up as your business grows.

Here are the basics of an agency’s core functions and how they can help you. 

Strategy

Agencies help B2B clients create a structured approach that best addresses their challenges. Before the ideation stage, they devise the strategy and research the target audience, competitors, industry trends, and other necessary details.

A game plan breaks down the steps to reach goals before brainstorming creative ideas. Think of the strategy as the foundation of everything the agency will implement. So, a data-backed game plan is ideal!

Creative ideation

With a team of designers, artists, brand specialists, etc., they develop innovative and creative ideas to solve the client's challenges. Think ads, slogans, logos, videos, and designs. You can expect high-quality content personalized to align with the client's brand identity.

Plan activation 

A great idea is useless if not done right. Execution turns ideas into reality by producing content, buying media, ensuring everything passes the quality test, and launching.

With good execution, an agency can reach the intended target, encourage engagement, convey the brand message, and entice purchase.

Project analytics

A good agency monitors the progress of its projects. Otherwise, it will continue making the same mistakes. An agency has a dedicated team that analyzes engagement and conversions, and tracks return on investment.

So, what specific agency fits your needs?

Advertising agencies

An advertising agency is an expert in creating innovative and comprehensive advertising campaigns that help its B2B clients shine. They ideate advertisements distributed across different marketing channels—from engaging print ads to producing Out-of-Home (OOH) ads and placements, recording radio and podcast ads, and filming TV commercials.

An advertising agency uses innovation and strategic thinking to ensure the message reaches the right people at the right time.

Branding agencies

For a deeper dive into your brand, consider branding agencies. A branding agency specializes in establishing a strong brand foundation and crafting a unique and memorable identity. It provides brand strategy development, brand identity design, messaging development, audience analysis, and brand management services.

Unlike advertising agencies, which work on a per-campaign basis, branding agencies prioritize brand strategies for long-term growth. Consider them your brand police, ensuring everything aligns with your brand identity. 

PR and communications agencies

PR and communications agencies are influential in shaping public perception. They ensure that people see their clients positively.

So, how do they do this?

PR and communications agencies utilize their expertise and network in media relations and crisis management. These agencies do everything to keep your reputation spotless, from social media and event planning to press conferences and interviews. 

Digital marketing and SEO agencies

Having a strong online presence is a must. That's where digital marketing and SEO agencies can help. They use the latest strategies to reach more people and create more impact through social media, email, and websites.

SEO, or search engine optimization, is key; it gets your page on top of the list when people type in your business name or products. These agencies analyze a website's performance and suggest ways to improve it further. 

An agency operates through three phases: briefing, execution, and post-project review. Let's walk through each of the steps below.

The briefing process: getting to know each other

During the briefing stage, the agency meets with the B2B client to gather key information for the creative brief. The brief outlines the client's current state, challenges, goals, target audience, and key messages.  

Other relevant documents are the communications brief (client background), unique selling proposition brief (key idea), and creative deliverables (project outputs).

The execution process: development and implementation

The execution phase is where ideas are born and shaped. It's where the real action happens. The project is divided into tasks and assigned to different team members. Deliverables, such as videos, graphics, reports, etc., are made, ensuring that everything is completed within the set deadlines.

Regular meetings and check-ins are crucial to track progress. They help everyone stay on the same page and address issues that need fixing before the launch. The main goal of this process is to finish all tasks outlined in the project plan as efficiently as possible.

The post-project review process: feedback and assessment 

A good agency is thorough and takes the time to review what happened during the launch to determine whether they achieved their goals. It's an opportunity to assess the collaboration process, gather feedback from everyone involved, and discover patterns and gaps for future improvements.

At this stage, an agency tracks data by collecting information throughout the project, such as timelines, budgets, surveys, and other relevant reports. This process not only opens learning opportunities but also fosters accountability. 

Before you hire an agency, let’s discuss some of the challenges you need to be aware of that may hinder your goals. 

Misalignment 

Misalignment occurs when the agency and the client do not share the same understanding of goals or ideas. For example, an agency may incorrectly use the wrong brand tone when creating ads, and other outputs may also differ from what the client expects.

Poor communication 

Handling a project entails a lot of back-and-forth between different people, especially when revisions are made. Poor communication may arise when there's no transparent system and cohesiveness, leading to errors and inefficient collaboration. 

Exceeding the budget or charging hidden costs

Working with an agency with poor planning can lead to spending beyond the agreed budget. It could be due to unexpected changes or the agency underestimating project costs. Another budget challenge is hidden charges from the agency and vendors. 

Ownership and confidentiality risks

Some agencies may raise problems by refusing to give ownership to whatever they have created for their clients or charging more to gain access. For example, an agency may require you to pay more for a customized font despite being part of the deliverables. There is also the possibility of trading industry secrets, like a new product idea, with other brands they are working with. 

Your agency partner can spell success or failure for your business. You'll need to discern and comb through their services, pricing, and communication styles to ensure they fit your needs. Check out tried-and-tested best practices below!

Run a background check

Investing in a creative agency can be costly, ranging from a few thousand to millions of dollars. It's essential to thoroughly vet them to ensure they are credible, reliable, and fit.

Check their online presence, including their website, social media, and client reviews, looking for red flags like missed deadlines or poor communication. Research their team's credentials and relevant experience on LinkedIn. Ask the agency for referrals from past clients as well. 

Review their portfolio & case studies 

A portfolio is a collection of an agency's past works and achievements as proof of what they can bring. Creative portfolios contain the design and execution process. They also include case studies highlighting specific brands and other businesses and outline the agency's solutions to address challenges.

Portfolios and case studies are a great way to get a bird' s-eye view of what you can expect from an agency and whether their style matches your brand's vision. Most agencies make their portfolios accessible through their websites and other sharing platforms for creatives, like Dribbble and Behance. 

Ask for recommendations from your network

The best recommendations come from friends and other professionals you trust. They can give insights into their experiences and the specific services they've used while working with agencies.

Another crucial point you may want to pinpoint is if the agency they worked with understood their brand and target audience. A good agency should take the time to understand your business and its unique needs.

Check for cultural alignment

It's not enough that an agency has an excellent track record of delivering results. A key aspect of a successful collaboration is cultural alignment, where the values and beliefs of a company sync with those of the branding agency.

When everyone shares the same values and understands each other, you can expect better teamwork and higher engagement. That said, look into the agency's mission, vision, and values and assess how it applied these with its past works.

Analyze their pricing structure

Budget is an essential consideration in addition to goals when hiring an agency. One thing you want to look at is how an agency charges. Are they charging by the hour, per project, or the value they can bring to your company?  What other fees do you need to know?

Analyzing an agency's pricing structure ensures that there are no hidden fees or other surprises and that you are getting good value for your money. 

Your decision to hire an agency ultimately depends on your goals, expectations, and available resources. But, when you find the right partner, an agency can be a powerful ally that will boost your business to greater heights. If you want to establish or develop your modern brand, consider contacting a professional brand design agency like Ramotion!