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21 Bennett’s Hill,
Birmingham,
B2 5QP
Finding the right advertising agency can feel like searching for a needle in a crowded, noisy haystack. You’re bombarded with flashy presentations (yep, we’re very good at those), promises of viral campaigns and jargon that could rival a tech conference.
But how do you cut through the crap and find an agency that will actually deliver results and become a valuable partner for the long haul?
Forget the skinny jeans and trendy office décor. The real measure of an agency’s worth lies in a single, often overlooked metric: client retention rate.
Think about it.
If an agency consistently delivers exceptional value, clients don’t leave. A high retention rate shows that the agency understands its clients, builds strong relationships, and, most importantly, delivers tangible results. It’s the advertising equivalent of a Michelin star – a testament to consistent excellence.
There are three main reasons why client retention rate is the number one metric you should talk about when you’re looking for a new agency:
#1. Stability and consistency
A high retention rate means the agency isn’t constantly scrambling to replace lost clients. This translates to a more stable team working on your account, leading to better continuity and deeper understanding of your brand.
#2. Trust and reliability
Just like in a marriage, clients don’t stay with agencies they don’t trust. A strong retention rate is a powerful indicator of reliability and integrity.
#3. Proven results
Brands stay with agencies if they’re seeing good results. If an agency consistently delivers ROI, clients are less likely to jump ship.
While client retention is crucial, it’s not the only factor to consider. Here’s a quick checklist to help you make an informed decision:
Portfolio and case studies
Look for examples of work that align with your marketing goals. Focus on the results achieved, not just the creative execution. Can they show that they’ve made a positive impact on their clients’ business?
Strategic thinking
Does the agency understand your business objectives and target audience? Can they develop a comprehensive strategy that goes beyond just creating ads?
Communication and collaboration
Are they responsive, transparent, and easy to work with? Do they prioritise open communication and collaboration?
Industry expertise
Do they have experience in your industry or market, or a market that behaves like yours? This can be invaluable for understanding your challenges and opportunities and coming up with marketing solutions that will work.
Cultural fit
Do you and the agency share similar values and working styles? When all’s said and done, a lot of clients spend as much time working with their agency as they do with their in-house colleagues, so a you’ve got to connect if you want a productive and enjoyable partnership.
Transparency
How clear are they on pricing, reporting, and campaign management? It goes without saying that your agency must be open and honest, but there’s a depressingly large number of shysters operating in our industry.
When you’re talking to a potential new agency partner, don’t be afraid to ask the tough questions:
By focusing on client retention and asking the right questions, you can avoid the revolving door of agency relationships and find a partner that will help you achieve your marketing goals.
Remember, a good advertising agency is an investment, not an expense. Choose wisely!