What convinces someone to hire an agency? Is it the awards that they have won? The prestige of the accounts they have handled? Their capabilities? Or does it come down to price?
All of these things factor into the discussion. However, more often than not an agency is hired because of the reputation of people that work there. Companies aren't interested in your capabilities, they are interested in your ability to communicate, produce cohesive ideas, and be a fun person to have around and be involved in the conversation. Your personal relationship with the company in question will determine the success or failure of the venture.
Client services wouldn't exist if this were not the case. Your agency will get the contract because Bob from Brawndo liked your story on the golf course, not because of your numerous case studies with similar companies demonstrating clear measurables. The case studies are a prerequisite to get you in the door. It's up to your client services people to close that gap from idea to sale.
So how can you best prepare your agency for success? Stock it with badass people. I'm convinced that if you get enough great people in the room, awesome things can happen. However, you also need to have the right mix in order to be successful.
Think of an agency as a community. You have to cultivate, encourage and effectively reward those within that community to be successful. Communities are the best way to enable, empower, and rapidly develop ideas and product offerings.
If this is the case, why manage an agency like a corporation? Wouldn't it make more sense to manage it like a community?
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tagged as agency community, cohesive communities, community agency, community marketing, hire a community, hire people not agencies
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