In June of last year, we released a comprehensive guide for mid-market agencies looking to thrive in 2019. This is the last article in our 5 part series—a roundup of the research results and our extrapolation of the key insights that continues to be relevant as we wrap up 2019 and kick off 2020.
Our extensive report surfaced some actionable insights for mid-market agencies in areas such as increasing your potential for selection, the advantages of size, agility and relationship building, as well as where and how agencies can up their game. In the previous 4 articles of this series, we covered these and much more in detail.
The keys to success in the new programmatic era might just be summed up in these 3 takeaways:
Takeaway #1
Being perceived as a partner rather than a vendor has a number of advantages.
Marketers believe mid-market agencies offer more access to senior leadership with more stable teams, personalized service with opportunities for client influence, and agile responses to client needs.
Takeaway #2
Marketers see mid-market agencies as having a unique value proposition: capital created through social interaction.
Mid-market agencies provide a feeling of partnership that emerges through cultural alignment, transparency, trust and communication. This perception is not only held by marketers. These mid-market agencies are twice as likely as larger holding companies to perceive themselves as partners to their clients.
Takeaway #3
Mid-market agencies prioritize retention and renewal of existing accounts over new account wins.
Fundamental to successful brand-agency partnership is cultural alignment—a feeling that both sides have “skin in the game”. Marketers highly value agencies that are proactive, come to the table having done their homework or that take the time to look forward and identify potential pitfalls (“tough love”).
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