As a creative marketing agency we do a lot of work with clients around branding and visual identity. In most cases it’s the time we invest at the early stages of a project that proves the most valuable and certainly the most insightful: we need to establish exactly what our client really needs. Is it time for a rebrand? Or is it a refresh? And does everyone in the project understand and agree what the expected outcomes will be?
I was thinking the other day about what makes a marketing agency great to work with, and which criteria a client would use to make the choice (if money were no object). Sure you can hire a big name agency with swanky offices in Soho. But that comes at a price. If you’re a multinational in need of a global agency network, there is an argument for seeking this kind of brand partner – but that’s a very small minority of the companies out there with a real need to market themselves effectively. Arguably, that’s lazy agency selection, because smarter alternatives are out there if you only look.