Even when confronted with selecting the right marketing tools, hiring a talented data scientist or leveraging the Internet of Things, selecting the right agency is still one of the most significant decisions a marketing leader will make. What’s more, the context for the decision has become more complex with more tools, more stakeholders, more pressure, more channels — and the list goes on. Today, there’s more riding on the outcome than ever before.
Yet for such a high-stakes decision, too many marketers choose agencies without truly understanding what it’s like to work with their new partner. No wonder anecdotal evidence puts agency tenure at less than three years.
A collaborative, conversational approach to an agency search is the clearly preferred approach, noted Jay Wilson, Gartner for Marketing Leaders research director and 19-year agency veteran.