1851

Innovation. Quite simply, that&#8217;s what I would look for if I was going to hire an agency to represent any of my businesses. But how do CMOs, directors of marketing, CDOs and directors of sales pick agencies to represent their businesses? I think about this question often, especially on this path that I&#8217;ve embarked on to become the greatest mid-sized agency that ever existed. While I would look at innovation first, I am sure others look at relationship, strength of leadership, power of results, proximity and client list, too. Thus, a combination of all should be essential to the selection process. If you start with innovation as an umbrella, you can probably eliminate a bunch from your pool of agency candidates. Answer this question: Are you excited by the agency&#8217;s digital footprint? Does their Website wow you? Does their team wow you? Do their results wow you? Do you respect the communications footprints of the brands they represent? CMOs have a very tough job. They have to create some secret sauce that takes whatever product they have been assigned to and delivers a compelling message to the masses. After they nail the execution of campaign one, they have to do it over and over again&#8212;every period, every month, every quarter, every promotion and every LTO. It&#8217;s about pushing more and more sales and more and more data to constantly prove to the leadership of that organization that they are worth every penny paid to them and more. CMOs have to justify their spend. And for this reason, they are looking for partners that will not only make the brand look great, but help them with their narrative at all of those stressful board and update meetings. CMOs can easily follow a system of POP, digital assets, direct mail, ad spend and PR to tell the right story about that product or moment in the brand&#8217;s history. Often times, their message to the masses isn&#8217;t even what determines the ultimate sale&#8212;it&#8217;s operational and service execution. Yet the first thing to go when money gets tight is marketing&#8212;partly because, unfortunately, everyone likes to think that they&#8217;re a marketing expert. Knowing the CMO&#8217;s struggles is vital to being a great agency partner. It is up to you to fill their gaps, extend their team, create more ideas for greatness and help them report and tell a story back to the leadership team. For those looking at agencies, you have to feel comfortable that your agency partner can accomplish this. When our agency was going through growing pains, one external challenge we had was that we were always the risky choice versus going with the established agency. If the decision concluded with an established agency, the CMO, director or sales lead could at least buy more time if things did not work out in saying they went with the biggest. That message stuck with me. Today, as the biggest, we no longer have that issue. We are the safe bet, now. But then, we had to battle to be given a chance. If I were picking an agency, I would start with innovation. What are they doing to win in the categories that are important to me as a marketing or sales leader? If I can answer this and have envy of the agency&#8217;s positioning and technology, then I am going to entertain having a conversation with them. In marketing and communications, innovation is rare. Usually, it&#8217;s a continuation of old school tactics. When an agency can blend old school with new school, they can set themselves up to be potentially great&#8212;and a potentially great fit for you and your brand.

1851 Franchise

When an agency can blend old school with new school, they can set themselves up to be potentially great—and a potentially great fit for you and your brand.


This brand page has been paid for by 1851. Content within this page that is paid will showcase a Sponsored icon. This means the brand has engaged 1851 FRANCHISE to write the content. Content without the Sponsored Icon is aggregated media placements the brand earned. Questions can be sent to editorial@1851franchise.com

How do you pick a great PR or Marketing Agency? 

how-do-you-pick-a-great-pr-or-marketing-agency

Benjamin Franklin Plumbing

image of a benjamin franklin plumber employee franchise

Top 5 Reasons To Invest in Benjamin Franklin Plumbing Right Now

benjamin-franklin-plumbing-franchise-5-reasons-to-buy

Mister Sparky Electric

image of mister sparky cars franchise authority brands

Wired for Success: 5 Powerful Reasons To Invest in a Mister Sparky Franchise Now

mister-sparky-franchise-5-reasons-to-invest

image of Mister sparky electric employee working with customer

On-Time, Every Time: How Mister Sparky Delivers the Electrical Service Homeowners Can Count On

mister-sparky-electric-service-franchise

image of mister sparky electric on time elctricians from franchise mister sparky

The Electrician You Can Count On: How Mister Sparky Delivers Power, Punctuality and Profitability

mister-sparky-franchise-power-punctuality-profitiability

image of a benjamin franklin plumber employee helping a customer

The Punctual Plumber That Wins: How Benjamin Franklin Plumbing Redefines Home-Service Reliability

benjamin-franklin-plumbing-home-service-reliability

Buying a Franchise Masterclass

 Franchise Opportunities

Get Support Buying a Franchise

How to Buy a Franchise White Paper

How to Buy a Franchise

How to Sell Franchises

How to Grow a Franchise

Find a Franchise Supplier

1851 Franchise Opportunities

Franchisor News

Franchisor Power Rankings

FranCamp Mastermind Summit

Franchise Development Website Builder

Franchise Resources

What ALEC-Laffer's Report Means for Franchising

Website Awards

Power Rankings

About 1851

Advertise on 1851

Contact 1851 Editorial

Terms of Use

1851 Login

GROWTH CLUB LOGIN

facebook

instagram

twitter

linkedin

youtube

Planet Fitness Franchisees Donate $100K to Support Texas Flood Relief - 1851 Franchise

Planet Fitness Franchisees Donate $100K To Support Texas Flood Relief

planet-fitness-texas-flood-relief

McDonald’s Is the Latest Franchise To Bet Big on Beverages with 500-Store Premium Drink Test

mcdonalds-is-the-latest-franchise-to-bet-big-on-beverages-with-500-store-premium-drink-test

Friendly’s Parent Company Acquired by Multi-Unit Franchisee as More Owners Take the Lead in Brand Acquisitions 

friendlys-parent-company-acquired-by-multi-unit-franchisee-as-more-owners-take-the-lead-in-brand-acquisitions

Subway - John Fitzpatrick Named CEO - Breaking News - 1851 Franchise

Subway Names Jonathan Fitzpatrick as New CEO, Effective July 28

jonathan-fitzpatrick-subway-ceo-leadership-change

AI Is Reshaping Franchising: $100 Billion Valuations and Hyper-Localized Advertising

ai-is-reshaping-franchising-100-billion-valuations-and-hyper-localized-advertising

1851 Keyword - The Secret To Succeeding With a Part-Time Franchise Is Picking the Right Model

The Secret To Succeeding With a Part-Time Franchise Is Picking the Right Model

part-time-franchises-picking-the-right-model

petbar Franchise Costs, Fees, Profit and Data for 2025

petbar-franchise-deep-dive

Best Franchises for First-Time Owners - 1851 Franchise

Best Franchises for First-Time Owners: Choosing the Right Fit

best-franchises-for-first-time-owners

"Top 15 Health & Wellness Franchises" note against blue and purple background

Top 15 Health and Wellness Franchises Opportunities for 2025

top-health-and-wellness-franchises

Hooters Leans Into Franchising With Closure of 30 Company-Owned Stores - Agg - 1851 Franchise

Hooters Leans Into Franchising With Closure of 30 Company-Owned Stores

hooters-franchise-model-company-owned-closures

Hely and Hiral Patel Bring Their Longtime Dream to Life With The Brass Tap

brass-tap-franchise-pasadena-maryland-hely-hiral-patel

Navy Veteran and Professional Artist Couple Open Caring Transitions in Texas

Navy Veteran and Professional Artist Couple Set Out to Build a Purpose-Driven Business With Caring Transitions in Texas

navy-veteran-and-professional-artist-couple-set-out-to-build-a-purpose-driven-business-with-caring-transitions-in-texas

DevHub - Meet the Supplier - 1851 Franchise

DevHub: Scalable Digital Marketing for Franchises and Multi-Location Brands

devhub-meet-the-supplier

Why This Real Estate Broker Decided To Bring Caring Transitions to Central Texas

How do you pick a great PR or Marketing Agency?

MORE STORIES LIKE THIS