As Kate states in her article, “Working with many agency partners requires marketers to define what each is responsible for and coordinate their efforts, as well as bringing agencies on as true business partners.” This can be a tough task, which is why many companies choose one agency, but if you’re organized and patient the long term benefits of using niche agencies can be huge.
One final benefit of using multiple, niche agencies is that if you want to end a relationship with any of them, the transition is far less than replacing an all-inclusive agency that is handling all aspects of your marketing needs.
As an agency principal, the most important thing to me is that we’re seen as a true, strategic, partner. If that’s how our clients see us then we know it will be a success for both sides.
