The value of full-service digital agencies

In IT, Web design by Srinjoy Mallik

Hiring a web design agency in East London with full-service strategic skills

With Econsultancy’s 2018 report on the Top 100 Digital Agencies showing a continuing dominance of full-service agencies, why are all-rounders that can turn their hand to anything more popular than specialists that know their niche? What value does a full-service agency provide to its clients compared with agencies that focus on individual services?

Full-service agencies dominate

65 per cent of total fee income in the last year has been earned by full-service agencies, according to the latest report from Econsultancy. With clients paying so much of their money to full-service agencies rather than specialists, they depend upon exceptional service and building a relationship that will help them to quickly take advantage of new opportunities as they arise.

An agency describes itself as full-service if it handles all aspects of marketing and advertising, including strategic planning, creativity, production and analysis. Clients use such agencies to develop campaigns and messaging that will be presented across multiple channels when they find they have too much work to deliver in-house or with the help of fragmented freelancers or multiple agencies.

Finding a full-service fit

Getting the right fit between your business and a full-service agency is important, with any client searching for a reliable and efficient agency needing to consider a number of factors. A web design agency in East London or another part of the country will offer its clients branding, design, advertising and digital marketing services. Prospective clients should think about the following when considering working with an agency:

– What examples of the agency’s creative work can be seen? Search online for examples of their work and quotes from previous clients.

– What experience do they have of delivering strategic recommendations? Ask any prospective agencies to outline their process in any request for proposals.

– How good will the agency be at collaborating with their business? Review the communications they have issued in response to the initial contact and ask them to explain how they will facilitate communication throughout the project.

– What format reports will they produce? Analysis and evaluation of all activity is one of the key benefits of a full-service agency; however, a report on a campaign over multiple channels could be cumbersome and the agency needs to find a way to present this information in a digestible and useful way.

Agencies offering a one-stop shop to clients should not be doing so with the intention of snatching as much budget as possible; instead, they should do so because they want to offer a client value that keeps their relationship long-lasting and successful. If they add cross-discipline thinking and strategy that joins up multiple communication channels, they are adding something clients can’t pay individual specialists to do, thereby giving themselves a competitive advantage and the client the benefits of the full-service model. Full-service agencies should be building long-term relationships as a strategic partner to their client, which has to be a better way for both the client and the agency to work.