Why Agency Egos Have Become A Dirty Word

Why Agency Egos Have Become A Dirty Word
SHARE
THIS



In this guest post, Dan Hojnik (main photo), head of strategy and planning at Involved Media, argues that with a rise in in-housing, it could be time traditional agencies dispensed with the ego before any more damage is done…

Let’s face it, media agencies have not always been highly transparent with their clients in the past. Between the opaque renumeration models, programmatic media “fees” and fixed price contracts, many companies have felt betrayed by their legacy agency partners. Some clients also have a lot to answer for when it comes to the lack of transparency, but regardless of that fact, most people do not appreciate deceit.

As the communications ecosystem continues to fragment, clients and their agency partners need to ensure they have more honest and transparent relationships. Recent research from the In-House Agency Council (IHAC) and Kantar has revealed that 67 per cent of Australian marketers are working with an in-house agency. Some companies want to retain control because, to be frank, they have been deceived by some agencies and their shady renumeration structures for decades. Re-building that trust just does not happen overnight.

The path to re-building trust: less bullshit, more authenticity

Clients are now more aware of agency bullshit, which means agency authenticity is more important than ever. To rebuild trust, agencies need to abandon their egos. We must challenge ourselves to broaden our scope of services beyond those of a “classic media agency” and expand our capabilities to become true communications strategists and consultants.

A successful communications strategy must work across the complete communications ecosystem – paid, owned and earned media – regardless of the agency’s buying scope and where it makes the most money. But some agencies continue to deliver recommendations that are weighted heavily to what is in their scope and largely ignore what is not. This “ego” driven planning has no place in the brand-agency relationships of today

To deliver what is right for the brand versus what is right for the agency, media strategists and buyers must interpret, develop strategies and manage data across category, consumer, media and performance from multiple sources. They must always ensure that each data stream yields the insights required to drive the client’s brand KPIs forward, and build pillars of support to balance short-term acquisition with long-term brand growth.

It is a complex and fascinating process. New research, data and insights emerge daily, challenging what was true yesterday and constantly influencing the process of brand growth.  This constant changes does require multiple specialists and requires agencies to be nimble and responsive across all disciplines, whether they are under one roof or not.

Embracing ego-less partnerships

To become truly ego-less, agencies need to recognise that tying together all the specialist elements to drive a brand’s growth and bring to life a brand campaign requires partnerships and open communications that move across all the inevitable silos within business structures.

In bringing this authenticity to the table with our client partners, we stick to three core pillars:

  1. Deliver true partnership value:

Value beyond price has been underutilised and underappreciated by client partners. Putting client challenges at the heart of the relationship and creating safe spaces for collaboration with the right expertise in the room (or on the screen) should not be undervalued. Consider running co-creation workshops to define briefs together or workshop style pitches to sense check both capability and – just as importantly – compatibility.

  1. Strive to balance efficiency and effectiveness:

Balancing short-term needs with long-term ambitions remains the holy grail of all marketing activity. Ego-less agency partnerships mean delivering the work in the right way to the right people versus doing what may make an agency famous. The work must be about the brand delivering what it needs to grow, not what makes the agency looks good. It also means challenging the status quo and looking beyond current capabilities by building in the now, testing the new and striving for the next.

  1. Do so with transparent accountability:

Shared success commercial agreements clearly demonstrate commitment beyond the agency team organisational chart and agency commissions. It demonstrates your willingness to succeed by making your partners succeed. Encouraging some skin in the game is a great way to keep an agency honest and delivering the performance the client needs to hit its business and brand ambitions. Additionally, consider encouraging shared reporting resources and stay away from black box solutions. It saves time and keeps all parties honest. 

If brands win, agencies win

Trustworthy advice and implementation come from a collaborative approach which combines leadership and vision, experience, technology and open-mindedness. Driving successful brand growth demands both consistency and inventiveness, which can only be delivered when good client-agency partnerships are in place and ego is parked.

Please login with linkedin to comment

Dan Hojnik Involved Media

Latest News

Menulog Celebrates The Best In Food Delivery With The ‘Menulogies’
  • Campaigns

Menulog Celebrates The Best In Food Delivery With The ‘Menulogies’

Menulog has teamed with creative agency, Poem, and social agency, Connecting Plots, to launch the ‘Menulogies’, a rebrand of its 10th annual restaurant awards. Building on the success of previous years, the awards have returned with updated categories to reflect the latest culinary and social media trends, as well as loads of glitz and glamour […]

Yahoo Appoints Julia Edwards To NSW Sales Director
  • Media

Yahoo Appoints Julia Edwards To NSW Sales Director

Yahoo has announced it has promoted Julia Edwards to NSW sales director. Since joining Yahoo 18-months ago, Edwards (main photo) has been instrumental in building the commercial success of Yahoo Creative Studios (formerly RYOT Studios) in her role as head of strategic solutions. She has been behind a number of industry-first campaigns using cutting-edge technology, […]

Jack Dorsey Quits, Parag Agrawal Named New Twitter CEO
  • Media
  • Technology

Jack Dorsey Quits, Parag Agrawal Named New Twitter CEO

Twitter CEO Jack Dorsey has stepped with immediate effect, replacing him, the company board unanimously appointed distinguished Chief Technology Officer (CTO) Parag Agrawal. After almost 16 years Jack Dorsey has decided it’s finally time to leave Twitter. Though, he will remain a member of the board until his term expires at the 2022 meeting of […]

Bob Gallagher Hangs Up His Mic & Bids Farewell To Breaky Radio
  • Media

Bob Gallagher Hangs Up His Mic & Bids Farewell To Breaky Radio

ARN has announced that Bob Gallagher from Brisbane’s 97.3FM’s Robin, Terry & Bob, has resigned from the popular breakfast show. After an extraordinary 19 years of working breakfast radio hours, Gallagher will turn off his early morning mic this Friday.  Gallagher said: “I leave the show in great shape and I’m looking forward to a sleep-in after so many years of early morning […]

History Will Be Kind Wins Wins The Access Group’s Comms
  • Marketing

History Will Be Kind Wins Wins The Access Group’s Comms

Independent communications agency History Will Be Kind (HWBK) is taking its tech portfolio to the next level following a competitive pitch which has seen it win new client partner and leading business software provider, The Access Group. A significant global player in business software technology with a track record of impressive growth including the acquisition […]

CUB & TBWA\Melbourne Launch “Woody & Cola” Campaign That’s Bang On For The Demographic
  • Campaigns

CUB & TBWA\Melbourne Launch “Woody & Cola” Campaign That’s Bang On For The Demographic

CUB has launched a new “Woody & Cola” campaign via TBWA\Melbourne. Set to the well-known Escape (The Pina Colada Song), the campaign introduces characters ‘Woody’ and ‘Cola’, who are completely different, yet completely complimentary at the same time – much like Woodstock’s smooth oak-aged, blended Kentucky bourbon with sweet refreshing cola. Following their journey, Woody […]

Podium Announces Australia’s ‘Most Loved Local Businesses’
  • Campaigns

Podium Announces Australia’s ‘Most Loved Local Businesses’

Local businesses communication and payments platform, Podium, and Council of Small Businesses Organisations of Australia (COSBOA) has today announced the winners of Australia’s Most Loved Local Businesses, which includes a specialised biking store and a stigma-busting dental practice. The campaign aimed to shine the spotlight on a handful of vibrant, dynamic and innovative Australian businesses following an […]

Monday TV Wrap: Nine’s Snackmasters Debuts & Wins Entertainment
  • Media

Monday TV Wrap: Nine’s Snackmasters Debuts & Wins Entertainment

Nine’s Snackmasters wins the night in entertainment pulling in 603,000 viewers – if you can watch this without snacking, as far as I’m concerned you are superhuman! In news, news – Seven News hit 949,000 viewers while Nine News had 872,000 viewers. Nine’s A Current Affair snagged the second entertainment spot with 696,000 viewers – Do you […]

Lorraine Jokovic: What We Don’t Know About Diversity & Inclusion In Adland & How That’s About To Change
  • Opinion

Lorraine Jokovic: What We Don’t Know About Diversity & Inclusion In Adland & How That’s About To Change

Lorraine Jokovic (main photo) is the CEO of LOUD Communications, ACA board member and chair of ACA’s diversity and inclusion committee. Ahead of the launch of ACA’s Create Space diversity and inclusion census, Jokovic says adland often talks a good diversity and inclusion talk but its actions not words that are required… As an industry […]

Opinion

by B&T Magazine

B&T Magazine
Lawrence Mooney’s Clash With Triple M Goes Nuclear
  • Media

Lawrence Mooney’s Clash With Triple M Goes Nuclear

Departed Triple M star Lawrence ‘Moonman’ Mooney would have lawyers salivating as he chases after a $1million-plus damages claim against his former employers. Mooney still had over a year remaining on his contract with SCA before an internal issue led to the popular personality’s abrupt departure from the airwaves. It’s believed his salary for 2021 […]

Decoding Creativity And Effectiveness
  • Advertising
  • Campaigns
  • Media

Decoding Creativity And Effectiveness

Spikes Asia talks with chief creative officer at Performance Art, Ian Mackenzie (main photo), about his Spike award winning campaign, ‘Publicly Traded’. When creativity is effective and effective work is creative, it has even greater power to positively impact people, brands and the world. Spikes Asia brings weekly insights from award winning creators of inspiring […]

How Twitter Is Raising The Bar On Brand Safety 
  • Partner Content
  • Technology

How Twitter Is Raising The Bar On Brand Safety 

People are at the centre of Twitter’s brand safety policies. By putting people first, Twitter is creating a safer space for brands to engage with the right audiences, at the right time, with the right conversations.  As a platform where people come to participate in conversations, connect with others, and get information they can trust, […]

Ethical Cosmetics Company Lush Closes All Social Media Accounts
  • Media
  • Technology

Ethical Cosmetics Company Lush Closes All Social Media Accounts

Ethical cosmetics chain Lush has boycotted social media over concerns it is having a negative impact on teenagers’ mental health. The cosmetics company closed down all it’s social media accounts last week, consisting of Instagram, Facebook and Snapchat. It’s a pretty big deal considering The Guardian, reported that Lush has amassed over 10 million followers […]

UnLtd Announces Open Applications For 2022 ‘Ambassador For Good’ Program
  • Media

UnLtd Announces Open Applications For 2022 ‘Ambassador For Good’ Program

UnLtd and Yahoo’s inaugural Ambassador for Good program has come to a close for 2021, with the call for applications being sent out for next year. From over 80 applicants, 16 individuals from across the industry were selected into the launch initiative to use their skills and networks for good. Over the past year, the […]

Celeste Barber Teams Up With Bras N Things For A Relatable Lingerie Collection
  • Marketing

Celeste Barber Teams Up With Bras N Things For A Relatable Lingerie Collection

Comedian and social media star, Celeste Barber has collaborated with lingerie brand Bras N Things for a relatable and wearable lingerie collection. Barber’s collaboration with Bras N Things is bright, vibrant and fun. It’s relaxed and comfortable but there is also plenty of drama and sass. Barber worked closely with the Bras N Things team […]

Creator Company Jellysmack Expands ANZ Team
  • Media
  • Technology

Creator Company Jellysmack Expands ANZ Team

Global creator company Jellysmack has announced its latest Australia and New Zealand team members as the company accelerates its growth plans in the region. Last month, Jellysmack launched its popular creator program in Australia and New Zealand and prioritised the region as a key growth market within the $US100 billion creator economy. The VC-backed technology […]

Mix 94.5 Partner With Starcom For Masters ‘Milk Carton’ Regatta
  • Marketing
  • Media

Mix 94.5 Partner With Starcom For Masters ‘Milk Carton’ Regatta

Bega’s flavoured milk brand, Masters, saw the return of its iconic Western Australian event over the weekend, with locals taking to the water at Hillary’s Boat Harbour in Perth, to race watercrafts made from Masters milk cartons. The ‘Masters Milk Regatta’ this year partnered with SCA’s Mix 94.5 station – with Starcom overseeing media strategy, […]

Love Island Australia Dumpees Join Tinder For One Night Of Swipes
  • Marketing

Love Island Australia Dumpees Join Tinder For One Night Of Swipes

Three dumped islanders from the Love Island Australia Villa will be joining Tinder for an exclusive in-app experience, ‘Swipe Island’, looking for another chance to find their lucky match. Between 6pm-11pm tonight, Aussie Tinder members will have the final chance to participate in the virtual ‘Swipe Island’ experience and match with ex Villa babes including […]

Nestlé Australia Announces Switch To 100 Per Cent Renewable Energy
  • Marketing

Nestlé Australia Announces Switch To 100 Per Cent Renewable Energy

Nestlé Australia has announced it is switching to renewable energy, meaning Aussie favourites, KitKat, Milo, Allen’s, Uncle Toby’s and Purina will now be made at 100 per cent renewable energy-powered factories. Nestlé Australia’s announcement comes four years ahead of its original global target of 2025. The company partnered with CWP Renewables to make its first renewable power […]

Why We Need More I In Team
  • Disruption
  • Media
  • Opinion

Why We Need More I In Team

Here's a top piece by the Ad Council's Hannah Sturrock that deserves your attention. Well, more than a passing glance.

Opinion

by B&T Magazine

B&T Magazine