Por Rafael Pérez

You need an Independent Agency

You need an Independent Agency

In an increasingly difficult scenario in the business world assigned by the multiplicity of contact points, the hyper segmentation of the audiences, the increase in costs necessary to be relevant in the POS and the constant increase in costs of both supplies as distribution, the old scheme of the traditional network agencies, with its multiplication of specialties and with them the multiplication of over heads, its increasingly lower level of talent product of the interoffice fees and the need to achieve growth objectives that are not compatible with the level of inflation in the countries where they operate, it seems to have ceased to be the solution needed and sought by customers today, including those clients of multinationals on which they have relied so far.

Faced with the above, it would seem that the solution to find new reliable partners and generate a true positive and measurable impact in the business, is to look for agencies that have the following characteristics:

Best talent By not having to repatriate fees to any central house, the Independent Agencies can now have more resources to hire and attract the best talent. Greater involvement and higher level of it. Normally the Independent Agency is managed by its own owner, which confers a degree of attention and interest on the business of its customers that does not exist in the Network Agency. Lower Costs Over heads tend to be much more modest in Independent Agencies. Greater operational flexibility. In a changing world like today's, the Independent Agency can test all kinds of service solutions on the go without the heavy burden of the centralized decisions characteristic of networks. Greater integration of the proposals. Normally the Independent Agency for all the above tends to present complete business solutions and is characterized by its ability, from the strategy and creativity of the brand, to lead the rest of the disciplines not having them at home. This allows a greater synergy of the whole project and fewer contact points to coordinate by the client. In the specific case of Ganem, it is a fully integrated and integrated Agency that offers its clients complete solutions from strategy to execution and media guidelines, both in online and offline campaigns. The information and the knowledge of the tendencies, of the new ways of facing and designing strategies, on the new technologies and the cases of success, that could be an important differential in favor of the networks, today they are in the networks, they are perfectly scope of any Independent Agency and most importantly, free. For all the above it seems that the Creativity, the Involvement, the Costs and the Flexibility of the Independent Agencies make them today for many clients much more competitive than the Network Agencies.

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