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Agrimarketing : May 2015
WHAT’S NEW/continued from page 24 WHEN TO HIRE AN AGENCY MORGANMYERS, Waukesha, WI by Tim Oliver, President, Principal My last title on the corporate side was Director of Communications with Asgrow Seed Company. I managed cost centers, fought budget battles and understood that the workload doesn’t go away when a position is eliminated. From my experience, there really is only one reason to hire a communications agency, and that’s to add value. Within that category of adding Oliver value, there are three main buckets an agency helps carry: 1) Added brainpower for ideas and strategies 2) Skill sets for specific execution 3) Trained professionals to add capacity In the first category, added brainpower, companies or organizations are looking for new thinking and new ideas. They bring on an agency for reasons including: Additional experience in an industry that brings an informed perspective. A fresh set of eyes — and more importantly, ears — to assess a challenge presenting itself and suggest solutions. Creative execution — the ability to engage the intended audience through a brand strategy that is on target and supporting creative that resonates and makes an emotional connection. There is an outlier in this category and that’s the value experienced agencies can bring through their relationships. We have had clients reach out to us specifically to help them work with heavy hitter influencers on an issue. Skill sets for specific execution is about as straight forward as it sounds. A corporation or organization may have great feature or news writers on staff, but not creative copy writers. Or you need someone to manage your social media properties who is a social media addict — and understands the regulatory restrictions of your industry. Or you need some great video shot. It’s a skill set you don’t have internally, or if you do have it internally, there’s a reason you can’t get the execution you need. Other times, clients partner with an agency because they need extra capacity to handle the workload and aren’t in a position to add their own head count. By teaming with an agency, they extend their staff to execute tactical elements that require skilled professionals. Working with an agency allows staffing flexibility while removing long-term risk. The bottom line? Agencies are retained to bring value, and that value is largely based on the quality of the people and the processes leveraged against specific challenges. Whether it is high-level 26 Agri Marketing s May 2015