One agency, or many?

What’s the difference, and what would it mean for you?

So you have been tasked with growing your organization, increasing your audience reach, converting more prospects into customers, or even enhancing the perception of you brand. That’s no small task!

The marketing spectrum is more complex and nuanced than ever. There are an incredible amount of ways to reach your audience and a variety of agencies that specialize in each channel. Think about it. You need to consider SEO/SEM, display ads, organic and paid social, long- and short-form video assets, content marketing, email, digital audio or traditional radio, CRM integration, e-commerce performance, website and landing pages, optimum brand positioning, and maybe even throw in an app for good measure. Phew! That’s a lot for a marketing professional to handle. And if you’re a smaller business this can be even more daunting. 

With all of this, marketing professionals often face the challenge of choosing between working with one agency group or multiple individual agencies to execute their marketing campaigns. While the latter option may seem appealing at first glance, there are several reasons why working with one agency group can be more beneficial for a marketer. Here are some things to consider.

One of the main advantages of working with one agency group is the ability to have a single point of contact. When working with multiple individual agencies, a marketer may have to communicate with several different people, which can lead to confusion and delays in the execution of a campaign. Having one point of contact simplifies the process and ensures that everyone is on the same page.

Another advantage of working with one agency group is that it eliminates the need for multiple agency onboarding processes. Onboarding a new agency can be time-consuming and costly, and having to do it multiple times for different agencies can add up quickly. By working with one agency group, a marketer can save time and resources that can be better spent on other aspects of the campaign.

It also serves to mention that each of those agencies are going to advocate for their specific area of expertise. And let’s be honest, there are few-to-no individual agencies that are exceptional at all aspects of the marketing spectrum. They might be amazing at creative and messaging development, but fall short on SEO or web development, for instance. But each will naturally advise that their core expertise is the ideal solution. In short, while not intentional, they may be selling you with a bias.

As per a 2018 report by the CMO Club, CMOs struggled with the inability of an Agency of Record (AOR) model to keep up with the many faceted and escalating demands of today’s complex digital and social marketing space

Working with one agency group also allows marketers to concentrate on the bigger strategy. When working with multiple individual agencies, a marketer may have to spend a significant amount of time coordinating and communicating with each agency, which can take away from the time they have to focus on the broader strategy of campaigns and overall goals. By working with one agency group, a marketer can free up time to focus on the bigger picture.

The big multinational agencies might also sound like an appealing option, given all of this. Unfortunately, larger agency groups are often structured in silos, each with different profit centres, focusing on specific areas such as creative, media buying, and data analytics. While this structure can help to ensure that each area is handled by experts, it can also lead to the same lack of coordination and cohesion. This can result in disjointed campaigns that fail to effectively reach the target audience. Furthermore, the marketing budget is effectively spread across multiple agencies, reducing the amount of the budget that can be applied to audience reach. This in turn negatively impacts the cost of conversion, as campaigns may not reach as many potential customers. By working with one agency group, a marketer can ensure that the budget is being used effectively to reach the target audience.

So, why not get back to all the reasons you became a business leader in the first place? Utilizing one agency group can streamline communication, save time, and ultimately improve the effectiveness of your marketing objectives. In the end, it’s all about respecting your time and where you want to expend your energy, so that you can more effectively concentrate on your passion.

If this sounds like you, or you can relate to these challenges, reach out to We’re here to help. 

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