Now more than ever, there’s an element of risk about the decisions we make. Just ask the person with 10,000 rolls of toilet paper in their garage; or the one stuck with a shed full of self-raising flour. Even with all the banana bread being baked right now (see: social media), there’s no way these can be justified as sound decisions. That’s because the majority of us are unaccustomed to the circumstances of COVID-19, and as such we might be behaving in slightly erratic ways.
The virus arrived so quickly, we’ve become paralysed by it - unable to sort the good decisions from the bad. We act quickly, and sometimes recklessly. To remedy this, what’s really needed is … a pause.
In their article on decision making in uncertain times, McKinsey & Company said how “the simple act of pausing, even for as little as 50 to 100 milliseconds, allows the brain to focus on the most relevant information.” Making time for reflection is important. And when it comes to a lot of brand marketers, it might be something they’ve been unable to do for some time. Especially when it comes to the matter of agency rosters.
Your schedule with your current agency might be so relentless; so back to back with ongoing campaigns, that in all likelihood this could be the first time you’ve been able to step back and take everything in. The result of this, even after a matter of weeks, could be that it’s allowed you to gain some perspective on your business and agency roster and identify the areas you’ve long needed to recalibrate.
It’s not an area a lot of brands have traditionally had time for, or even justified focussing on. But it's certainly one that can benefit from the investment. Not everything has been put on hold, but it’s clear priorities have shifted. With our silver lining hat on, we’d encourage brand marketers to use this time they’ve got back to look at their agency set-up. Because for those who’ve always had to work four or five campaigns ahead; who work breathlessly hand-in-hand with their agencies, now is an enforced period of reflection.
With this in mind, we’ve suggested some tactics to consider. Whether they’re areas to explore yourself, with your colleagues, or with your agencies.
Is a change needed?
We’re not suggesting you change your agency. Nor are we suggesting to stick with them regardless. What we request of you is to take the time to ask yourself whether your current agency roster is working for you? If you’ve been thinking about changing your agency for a while, now is the time to give that decision those extra milliseconds (and then some). This decision is one that won’t become any clearer once lockdown is lifted and we’re all proceeding about our business as (some sort of) normal. But it’s certainly one whose ramifications (whether you’re for change or not) will live on beyond it. Take stock of your marketing and think about what’s worked and what hasn’t. Stick your head out into the industry even, and see what other agencies and even your competitors and those beyond your sector are up to. Being outward-looking is one of the most urgent yet impossible tasks for the time-poor. It’s unlikely you’re now twiddling your thumbs, but this change in circumstances might have meant you have a shift in priorities. Or perhaps even an hour a day back from your daily commute where you can get to know the agency landscape better. And with that knowledge in the bank, better analyse where your brand is at.
Talk it out
Another gem from the McKinsey article was its take that “amid uncertainty generated by a crisis, leaders often feel an urge to limit authority to those at the top, with a small team making the big decisions while huddled behind closed doors.” This siege mentality can be disconcerting, especially when those doors will be flung open once more in a matter of weeks. For those contemplating shaking up their agency rosters, we suggest an honest and upfront conversation internally with those who’ve lived those relationships. The ones on the ground with the agencies and the campaigns, not observing from a distance or who came for the pitch and have been untethered ever sense. Not only that, but consider talking to your agencies. For an industry that prides itself on communication, this can be severely lacking. It’s extremely likely that your agency will advise you to stick it out, but perhaps they’re unaware of the reasons you might be considering a change-up. It’s even likely they might be on their way to resolving these problems.
Invest in your relationships
Whilst this could be an ideal time for you to reassess your current agency roster, it might be that it’s the ideal time to get your agency relationship back where it needs to be. It’s hazardous to think that if something isn’t working, the solution should be to scrap it and start again. It won’t help your work, can be hugely wasteful, and won’t particularly help your reputation either. If you’re working with an agency and are still convinced that they’re the right ones for you, then invest in that relationship. Use this time to reflect on where it needs to improve and don’t fear giving them the hard truth; or even expecting it in return. Even if you’re both flying, talk about what’s next and how you can push your own boundaries. This time can even be used for more than working relationships. A partnership is about much more, so why not check in on your agency teams during this time just to ask how they’re doing. It might sound obvious, but these are the times when the communal spirit of partnerships is felt more than ever.
New needs for a new world
Have a think about whether your needs have changed. Has there been a change in priorities during this time? It’s understandable that given the changes the world is going through, your brand might similarly need to adjust. When the high street is currently shuttered up, and customers’ lives are being lived differently, your brand has to play catch up to remain relevant and to keep its customer base throughout this period. This could lead to the question of whether now’s the time to take a fresh look at your agency roster. For instance, do you need to improve your online customer experience when almost all of people’s retail experience is currently digital? Are digital and social areas you should prioritise? Take a look at your roster and ask yourself whether it’s currently set up to help your brand pivot and serve your customer base in the way you need it to.
