Why an Agency?

Why Marketing Professionals Should Consider Using an Agency

Kendall Briscoe-Senior Account Executive

Before DCC, I worked as the marketing and public relations director for two different community colleges over a five year time span.  During that time I had agencies call on me but I never understood why I needed them. If I hired an agency, why did the organization I was working for need me? I thought I was hired to do the marketing and PR and using an agency was an expense I couldn’t justify. Awwww….was I wrong!

Having an agency is a great way for an organization to expand their marketing and PR efforts. Instead of hiring one staff person with an advanced skill set in one area of marketing/PR, a company can hire an agency with multiple individuals that hold varying skill sets. Organizations that get the best bang for their buck by using an agency have an internal marketing team that works directly with the agency. The best agencies ingrain themselves into the company they are working for – learning what makes that company profitable/successful! Gone are the days that an agency is able to JUST create pretty pictures – now agencies have to help drive the strategic marketing initiatives that directly impact that company’s bottom line.

I have adjusted my mantra a bit as I have learned that not all agencies are created equal. Look for an agency that is high touch and business minded. Make sure they spend the time learning your organization inside and out and that they know how to create and execute a marketing strategy – get references and make phone calls to verify!

The next time a marketing agency representative calls or emails you, follow-up with them and find out if they have the desire to commit to your organization and become an extension of your team!