When creative and media get together, the marketing world is a better place.
Creative agencies serve a vital role for their clients by developing compelling creative, serving as the driving force with branding initiatives, navigating consumer journeys and more. When working with a media execution partner, creative agencies can supercharge their results, strengthen their client relationships and develop a competitive advantage.
What other benefits can working with a media execution partner bring a creative agency? And how can working with a media execution partner be a superpower for creative agencies? Let’s explore.
1. The Ability To Offer a Comprehensive AOR Approach (Without Hiring New Staff)
By partnering with a media execution partner, you can extend your offerings beyond creative solutions to provide clients with a full-service AOR experience without having to build your internal team. “Your collaboration can encompass strategic planning, media buying and robust research capabilities,” explained Katie Gresl, a senior director of client experience at Goodway.
Instead of having to fulfill these functions in-house (which is no small thing in an era of the industry’s “worst-ever” talent crisis), tap into the media team and expertise of a media execution partner and have a breadth of capabilities for your next pitch. With some media execution partners, you can even advertise these services as your own by white labeling them.
2. The Opportunity To Drive Impactful Bottom-Line Results
“The synergy between creative messaging and media strategy is crucial for achieving impactful results,” Katie said. “Collaboration between creative agencies and media execution partners isn’t just a trend — it’s a necessity. Working with a media execution partner, you’ll be able to drive more measurable performance, create captivating experiences and achieve bottom-line business objectives together.”
With a media execution partner, your creative and message can be enhanced with media performance, resulting in more effective campaigns that align with business goals and resonate with target audiences. You won’t just be developing the brand assets for a campaign — you’d be able to see their full effectiveness in driving impacts, whether it be influencing store visits or other lower-funnel outcomes like tourism sales.
3. The Time and Resources To Focus on Your Strengths
“Instead of having your team take on additional tasks and have to build new skills, working with a media execution partner can give you the time and resources to focus on your strengths while a media execution partner manages the technical execution, optimization and data-driven decisions needed for campaign success,” Darcy Shultz, a Goodway associate director of client experience, explained.
This will allow you to continue to invest in and refine your team’s creative skill sets without having to spread them too thin by having them pick up additional tasks like media execution. You won’t have to have your staff become connoisseurs of programmatic media and platforms. Your team won’t have to develop expertise in integrations that are key for measurement and understanding campaign performance. You also won’t have to bring on new staff, will prevent employee burnout and will have the opportunity to capitalize on what you do best.
4. The Ability To Deliver the Right Message to the Right People at the Right Time
Creative agencies excel in developing messaging and creative assets. With a media execution partner, you can make sure that both are delivered to your clients’ targeted audiences at opportune times. “Bringing creative and media together helps make campaigns more successful by ensuring the right message reaches the right people at the right time,” Darcy said. “Media data shows what works so creative can be quickly adjusted to drive better results while keeping the brand consistent across different platforms. This teamwork leads to more efficient use of budget, stronger campaign performance, and a competitive edge in the market.”
5. The Tech To Connect Performance Back to Creative
Measurement is one of the biggest pain points for creative agencies — especially when it comes to interpreting and using performance data from media campaigns to enable effective optimizations. You may have data in disparate dashboards that don’t connect together. You may not have in-house measurement experts. You also may not have access to measurement methodologies such as media mix modeling (MMM) and incrementality testing.
With a media execution partner, however, you can easily access performance data to know what creative is working with which audience. The right media execution partner may even create custom dashboards for you, making reporting a breeze. This would allow you to identify which creative is the most effective and thus inform any future creative development and strategies. You would also be able to determine the right media mix for your clients and, as mentioned earlier, prove the impact of your creative on results.
Maximize Your Agency’s Potential With a Media Partner
Working with a media execution partner allows creative agencies to amplify their strengths, streamline resources and deliver more impactful results. By extending your agency’s capabilities without overextending your team, you can focus on what you do best: crafting compelling creative and building strong client relationships.
Embrace the synergy of creative and media execution to stay ahead in a competitive market, meet client goals more effectively and create campaigns that truly resonate with audiences.
For more agency resources, check out:
- Media Tool Kit: How To Know If Your Clients’ Media Is Running Effectively
- 8 Tips To Grow Your Client Relationships
- How To Keep Your Client Roster: 12 Insider Strategies
Michelle Philippon is a content marketing manager at Goodway Group. A creative and results-driven marketer with a record for producing captivating content, Michelle loves working with Goodway’s internal subject matter experts (SMEs) to provide useful insights to help agencies power their marketing campaigns to achieve meaningful outcomes. Michelle has over 10 years of experience writing for both business and consumer audiences and previously worked at a B2B marketing agency. She lives in Cleveland, Ohio, where she enjoys reading, hiking through Cleveland’s many metroparks, making jewelry from sea glass and drinking way too much coffee.