All posts by Meghan Hayes

Brand vs. Agency: A Tale as Old as Time

Four Common Differences Between Agency-side and Client-side Marketing

Client-side versus agency-side is a tale as old as time. If you like long hours and a fast-paced highly competitive work environment you should work for an agency. If you like mundane, 9-5, and a corporate environment, you should work for a brand. The stereotypes are endless. Here are a few of the differences, and similarities, between agencies and in-house marketing teams to help you chart your own career path.

Creativity
Whether you work for a brand or an agency, your creative mind will be called upon for marketing campaigns, strategic guidance, and problem solving. However, there is a difference in creativity that goes into a marketing campaign for a brand versus one for an agency.

Work for a brand if: You enjoy maintaining the image of an entire brand, with the occasional fight to have your voice heard.

Work for an agency if: You enjoy limitless creative opportunities while also working within the confines of clients’ needs.

Workload
Generally speaking, when you work for a brand you tend to see a steadier and more predictable pace of work. The reason for this is that you are working for a single client – your employer. Within an agency, there is much more variation.

Work for a brand if: You’re looking for a steady, predictable, and manageable workload and do not mind working for the same client, product, or service.

Work for an agency if: You’re looking for a work environment that keeps you busy and never leaves you bored, even if it requires long hours at times and working simultaneously with several clients on multiple campaigns.

Historically, working in-house usually meant your days were 9-5. In the new digital world, the internet never sleeps, so if a brand’s website goes offline or comments flood in, crisis on their social media channels, they may need to be more flexible with their hours. In the same way, as work-life balance becomes increasingly more important to employees, agencies are taking steps to ensure that their staff members don’t work themselves into the ground. Of course, there are still deadlines to be met and hours to be worked, but it is becoming less common on a day-to-day basis.

Income
Having a job that is intellectually stimulating and fulfilling is something that everyone wants, but let’s not pretend that income doesn’t play a role in career decisions. Brands tend to pay more than agencies, but this varies depending on job title and company.

Work for a brand if: You’re looking for a stable and steady income with the potential to earn top wages, even if it means that promotion opportunities may be limited.

Work for an agency if: You don’t mind starting off at the bottom and climbing your way to the top, earning big money later on.

Career Progression
In order to have a successful and satisfying career, you need to consider the ability you have to move upward with future opportunities. With both agencies and brands, this largely depends on positions becoming available, but ultimately, it comes down to how individuals manage themselves.

Client-side positions do not come up as often as agency-side ones because turnover is lower. In contrast, having a strong brand under your belt can help you move to a better position at another brand. Agency-side, there is much more turnover, creating new opportunities consistently; however, these positions can be highly competitive.

Work for a brand if: You’re patient and believe the long, steady climb to the top is worth the potential reward.

Work for an agency if: You want limitless opportunities and are willing to be competitive to achieve your career goals.

Brands and agencies are becoming increasingly more comparable, but there are still differences between the two. While some differences are subtle, others are more obvious. Depending on your personality and your values, you will excel in either environment. Whatever you choose, enjoy the journey and learn everything you can from the experience!

Resources:

https://blog.hubspot.com/agency/agency-client-side-switch-infographic
https://www.ellevatenetwork.com/articles/7350-to-be-or-to-serve-the-pros-and-cons-of-client-side-vs-agency-side-marketing
https://www.smartinsights.com/managing-digital-marketing/personal-career-development/agency-vs-client-side-marketing-which-path-should-i-choose-for-my-career/
https://www.linkedin.com/pulse/agency-vs-client-side-which-you-daniel-bolter/
http://www.adnews.com.au/news/agency-vs-client-side-is-the-grass-greener
https://www.live-recruitment.co.uk/blog/2016/05/7-key-differences-between-client-side-and-agency-marketing-roles
https://digitalgurus.online/uk/blog/pros-and-cons-working-agency-vs-client-side/

 

Marketing is food, not medicine

Destroying the myth: cutting marketing budgets during financial crisis is a “smart move”

“When things turn around, I’ll make marketing a priority again”.

Eliminating the brand enhancement and lead generation that marketing provides will likely only make it more difficult or even prevent things from “turning around.” When facing financial hard ships, you should run to marketing investments, not away from them. Data suggests that marketing budget cuts may be the most costly of all, and among the hardest to overcome.

Whether you’re a newer company, or a business that has been around the block, marketing is essential to your longevity. Companies that do not invest in marketing are often unable to retain their market position for long and will likely experience a loss of existing customers and difficulty winning new ones. Customers are at the core of any business. To think that marketing is not essential to a company’s success could prove to be a costly mistake.

A recent study conducted by IMPACTS examined organizations that had recently cut their marketing budgets by at least 15%. Results were shared in an article by Colleen Dilenschneider on her blog, Know Your Own Bone. The overarching result is that cutting marketing budgets negatively affects attendance. Not only did the study show that cutting marketing budgets decreases website visitation, but it also noted that attendance is not immediately recovered when marketing budgets are restored. Cutting marketing budgets is the “gift that keeps on giving” for two reasons, that are also correlated:

  1. Lost word-of-mouth endorsements: less visitation means less top-of-mind conversations that customers are having about their recent experiences with an organization.
  2. It is far less expensive to retain your audience than to reacquire them: the organizations that cut their budgets and then decided not only to reinstitute their original marketing budgets, but also to add funding, were still unable to gain their audiences back.

That being said, it is important to know which marketing investments make sense for your business. Calculating ROI is a necessary evil in the marketing world, especially for businesses that are under financial pressure. However, one of the difficulties with marketing is that results are rarely immediate and occasionally unquantifiable. This is less often the case in today’s world, but it is still an evergreen obstacle. When you measure ROI you can make educated decisions on which marketing investments are worth pursuing, and which ones are not. Some marketing tactics are easier to access ROI than others. If your organization is going through financial hardships, it could be worth the time to investigate options that have a clear path to reach ROI data.

In a post by Springboard called “Don’t Cut the Marketing Budget”, the marketing agency offers some alternative ideas to try instead of cutting your marketing budget:

  1. Try increasing your outreach instead of decreasing it. Even in tough economic times, your services are still needed.
  2. Shift your budget to the most influential marketing tactics. Review their effectiveness and tweak when necessary.
  3. Take advantage of technology! Increasing your social media exposure might take time, but the financial investment is minimal.
  4. Marketing should be thought of as a “revenue generator.” Without it, staff may find difficulty promoting products and services to potential customers.

Bottom line: there is a need for consistent marketing for brands to stay top of mind. Do not use marketing like it’s medicine to fix a problem; use it like food to help nourish and grow your brand!

To learn more about marketing trends and consumer behavior, contact us at 585.421.0100.

Resources:

https://www.colleendilen.com/2017/07/19/cost-cutting-marketing-budgets-within-cultural-organizations-data/

https://www.alesia-communications.com/cut-marketing-at-your-peril/

http://springboarding.com/dont-cut-the-marketing-budget/

https://www.callboxinc.com/b2b-marketing-and-strategy/cutting-marketing-spend-works-doesnt/