Choosing a communication agency: do you want a supplier or a partner?
In this world there’s two kinds of people, my friend. Those with loaded guns and those who dig. You dig. The wisdom of this absolute film classic (did you recognize it?) also applies to communication agencies. There are, in fact, two types of agencies. Those that act as suppliers and those that take on the role of communication partner. When you are choosing between communication agencies, it is important to take this into account.
Let us reassure you right away. First of all, there are no agencies with loaded guns. At least not that we know of. Secondly, one type is not better than the other: it’s all about what you expect. Because the way of working together looks completely different.
The supplier
This type of communication agency is more of an executor. You ask, they deliver. They prefer to receive a clearly defined task that they can start on without much fuss.
The partner
This type of agency wants to think along with you. Or at least they want to feel that you appreciate their input.
They love open-ended questions for which they can provide various solutions.
Supplier or partner?
How do you find out which type you are dealing with before the actual collaboration begins? You can, of course, ask the company directly. But actions speak louder than words. The way an agency handles your very first assignment says a lot.
New website
An example. Suppose you want a new website. One of the typical moments when you, as a company, enter The Communication Agency Market.
A supplier immediately moves on to the practicalities: the design and content of that site. What should be on it? What style do you want? Do you have images? You then receive a rough structure and a quote.
A communication partner fires back more strategic questions. They want to know more about your company. About exactly what you do. What the goal of your website is. How it fits into your communication strategy. How many customer segments you have. Only then do they zoom in on the practical side.
Expliciet is…?
We see ourselves as a communication partner. At least, that is our ambition. For us, everything starts with an underlying plan. A total approach. We like to think along and be proactive. Conceiving and executing. Because that still yields the best results. A brochure, a website, a text… only hit the mark when they are part of a larger strategy.
Our way of working together is much more intense than with a pure supplier. You have to be open to that.
Choosing a communication agency: how?
It depends on your expectations. There is no right or wrong. But don’t expect the same from a supplier as you would from a partner. And don’t expect a full-fledged communication partner to get much satisfaction from purely executive tasks. There’s two types of agencies in the world, my friend…
